From 3C To Fashion Jingdong'S Fashion

< p > as we all know, the main force of Taobao and Tmall sites is < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, the backyard of Jingdong is 3C products, but there is news that Jingdong is preparing to sneak attack on Tmall and Taobao and launch a "landing in Normandy" campaign on clothing category.

It is reported that clothing category has been listed as a strategic category by Jingdong Liu Qiangdong, and will invest enough resources and manpower in this year. The purpose is to pry Tmall and Taobao's status in the field of clothing, and tear a hole through differentiation cards.

In this regard, many people will play a question mark: why does Jingdong grab Tmall's site? < /p >

P > < strong > < a href= > http://www.91se91.com/ > Jingdong < /a > upper < /strong > < /p >.

< p > to answer this question, we need to analyze the competition pattern of the current clothing business.

China's e-commerce research center monitoring data show that domestic clothing retail sales have reached more than 2 billion yuan, of which the penetration of electricity providers is only about 10%.

According to the latest data of Analysys, in the second quarter of 2014, the scale of clothing trade in China's B2C market reached 87 billion 730 million yuan, up 47.2% over the same period last year, and the growth was very strong.

In terms of share, Tmall ranked first in 74.3% place, with Jingdong's 618 big promotion, and its share was 5.2%. For the first time, vip.com surpassed 5.1% of vip.com, ranking second.

Dangdang, customers, Amazon and other shares accounted for about 1%.

It can be seen that the competition of the three carriages is emerging in the field of clothing business.

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< p > from the perspective of the development trend of garment industry, the traditional sales channels will go down and the electricity providers will expand rapidly.

As the biggest "brand" of Tmall and Taobao, clothing is still in an absolute "monopoly" position, and its share has declined slightly.

From the point of view of marketing mode, Tmall and Taobao advocated "Amoy economy". The key words are cheap and abundant goods, but the location of the fair market and wholesale market also made Tmall and Taobao label "quality can not be guaranteed"; vip.com opened a gap through the buying mode and brand flash buying strategy, but the proportion was still very small.

Since the beginning of, the Jingdong has also played the "youth and fashion" brand. It clearly hopes to inject new positioning and connotation of the clothing city, but it has not yet formed a clear enough cognition.

Therefore, the new marketing mode separated from Tmall district has not yet formed.

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< p > < strong > < < a href= > http://www.91se91.com/ > > fast fashion > /a > VS > dress > /strong > /p >

< p > What does Jingdong rely on to "eat" from Tmall's clothing category? In fact, Jingdong based on 3C digital occupies more than 50% of its share in its own territory, but the method of copying 3C in clothing category is obviously not suitable.

Clothing as a non-standard product, pays attention to individuality and tonality, while low price and authentic goods are important, but not all.

Since the beginning of the year, Jingdong has revealed the "sunshine" of clothing category, launched the "Youth" channel of the aggregated brand, and the "red" channel of flash purchase, and also made the first fashion show in Jingdong history.

It is reported that in August, Jingdong will hold a large-scale 2014 autumn and winter new product release.

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< p > < img alt= "" width= "1" height= "1" src= "" file:///C:/Users/ Korean panda. Korean panda -PC/AppData/Local/Temp/ksohtml/wps_clip_image-8315.png "/ > can see that Jingdong should play the" fast fashion "differentiation brand. By selecting brands, controlling the quality and tonality of the products, it will label the plate with a distinct fashion label, so that fashion can be integrated with consumption attitude.

While Tmall and Taobao control over 70% of the clothing electricity supplier, there are also "short boards" lacking connotation and tonality, leaving only the advantages of cheap, substantial and massive goods, and the unit price of customers is often below 200 yuan, which is precisely the characteristics of the wholesale trade and wholesale market.

Ali naturally wants to get out of the world.

In the other logistics and distribution links, Tmall uses the three party express, such as Shentong and Yuantong, which is slow to deliver goods. Compared with Jingdong's self built logistics system, it is obviously more advantageous than other personalized logistics such as the day, the next day, the three hour speed limit and the time limit.

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< p > Jingdong's "fast fashion" can pry Tmall's "Amoy clothes"? Expert analysis, in fact, this is not a dimension of competition, Jingdong if Tmall's old road, it is difficult to bargain, but through the fast fashion springboard, inherit the selection and quality of 3C experience and resources, is likely to open a gap.

Because with the maturity of consumer groups, cheap and affordable products are no longer the dominant factor. Users are more concerned about the indicators such as personalization, quality and authentic brand. Online shopping clothes are more picky and fast-paced. Tmall's large quantities of goods are stacked together, but it is not conducive to the purchase of commodities, so that there will be opportunities for beauty, mogujie.com and other shopping websites.

This time, whether Jingdong can threaten the status of Tmall clothing with "fast fashion", in fact, from Tmall's recent slogan of "fashionable clothing landmark", we can find some subtlety if we want to seize the potential.

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