Jingdong Continued Layout Of Clothing Category

Following the list of clothing categories as the key direction in 2014, Jingdong began to have more and more layout in the field of clothing.

In September, the Jingdong held the first men's wear festival to promote men's clothing, including men's customers, shoes, sports outdoors, luggage accessories, luxury goods and so on, and combined with thousands of brands such as GXG, Mark Ed Faye, Pathfinder, and so on.

Jingdong officials said that the purpose of the men's wear Festival is to give back to the male users of Jingdong, and then continue to dig out the value and potential of male users. In the future, the promotion of men's wear festival may be routinely promoted.

Jingdong, which has been immersed in 3C products for the first time in 2014, chose to be on the "fashion" fashion category of the open platform.

Since then, Jingdong has been making constant efforts in the field of clothing.

In August, Jingdong and fashion group's "fashion bazaar" reached a deep cooperation, from fashion, quality, platform of the three major directions to promote fashion categories such as fashion strategy.

Before these two appearances were seen as a female user, and for this men's day, Jingdong said, in order to give feedback to Jingdong's male users.

According to Jingdong's prospectus, as of September 31, 2013, Jingdong has a total of 35 million 800 thousand active users.

Among them, the number of male users account for more than 70%.

Wang Xuesong, general manager of Jingdong open platform Sports Health Division, said that most of the customers in other domestic e-commerce platforms are mainly women, while Jingdong is predominantly male, and has great advantages in terms of purchasing power and loyalty. There is still great potential to tap in the future.

Jingdong revealed that after the end of the men's wear Festival, the volume of traffic did not show a sharp downward trend. Some businesses had higher traffic and sales after the end of the campaign.

If the result of this event is up to standard, it is possible to make "men's Day" a regular promotion.

Wang Xuesong said that the "men's Day" is the first promotional activity of Jingdong in the field of clothing. It is a good entry point. In the future, Jingdong will continue to explore the potential value of users from the perspective of more dimensions and hold similar promotions or other thematic activities.

Clothing category, as the second major category of e-commerce sales, has a wide variety of commodities. Gross profit is higher than that of 3C category. The seasonal consumption of clothing makes clothing consumption frequency higher than that of 3C category. These factors lead to clothing becoming a must for all electric providers.

There are four differences between Jingdong and other platforms.

The first is the average allocation of traffic.

Unlike other platform promotions, Jingdong pays more attention to the growth of cooperative businesses, and distributing traffic evenly, rather than introducing traffic to one or two businesses.

Next is the diversification of mobile terminal resources.

In this men's wear Festival, Jingdong has integrated multiple channels of mobile terminal resources, including mobile QQ, WeChat, Jingdong client and so on.

It effectively improves the order of mobile terminals.

Once again

Integrated marketing capabilities, in this event, Jingdong in precision marketing and targeted delivery has a good effect.

Thirdly, the logistics of Jingdong is also a more important factor.

After opening the cash on delivery, the conversion rate of each business has been significantly improved, and it will also help to increase sales.

The logistics problem after promotion is solved.

Jingdong revealed that most of the sellers who worked with Jingdong for men's wear festival were profitable.

Among them, the domestic original design fashion brand Mark Ed Faye in the three day of men's Day activities, won 1 million 600 thousand yuan of performance, than the 618 big growth of 8%~10%.