Jingdong'S Fashion And Costume Supremacy

Last Wednesday, Jingdong's spring and summer

It was held in Shanghai.

This is the third time Jingdong has held such a fashion show. The first time was in the spring of 2014.

There are 100 brands of clothing brands that have been shown in this show. There are basically no surprises. GAP, GANT and C&A have been written to reporters' press releases. On the one hand, Jingdong has attached great importance to this show. On the one hand, it also shows that Jingdong's clothing platform is still in its initial stage, and it is far from attracting fast fashion brands such as ZARA and H&M to enter.

Talking about the domestic e-commerce platform

Tmall must not be overlooked.

As early as 2012, Taobao mall, which had just changed its name to Tmall for a few months, held its first fashion show in Beijing Olympic Sports Center. On that show, Tmall also first demonstrated the concept of electronic fitting platform and electronic wardrobe.

A year later, Dangdang also held its first fashion show in September, announcing the pformation from the traditional book business to the fashion business.

Throughout the domestic integrated e-commerce platform, in addition to Amazon did not explicitly mention the strategic position of clothing category, other electricity providers, more or less have begun to force clothing category, but we have different points of effort, such as vip.com's clothing sales, the United States once dress third party platform......

It should be said that Jingdong show, let everyone see that the future clothing B2C market will become the most important target for Jingdong after 3C products, and it is also the common focus of the whole category of e-commerce platform.

Previously,

Liu Qiangdong, the founder, has stressed on many occasions that if Jingdong does not have an open platform, it will undoubtedly die.

Jingdong mall, which started with 3C products, has been focusing on open platform construction for many years, and has introduced multiple industry partners to enter.

Since last year, Jingdong has successively made efforts in the field of clothing, which is an important part of its open platform strategy.

It should be said that Lao Liu's judgement is very accurate.

According to the data of Analysys, the size of China's online retail market was 454 billion 100 million yuan in the fourth quarter of 2014.

Among them, the scale of clothing category pactions amounted to 135 billion 680 million yuan, while the annual B2C market clothing trading scale of more than 394 billion 300 million yuan, a 52.7% increase over the previous year.

By contrast, the scale of 3C pactions in the fourth quarter was 148 billion 790 million yuan, and the scale of 3C pactions was 439 billion 990 million yuan.

It can be seen that the scale of the clothing category in the B2C market is almost the same as that of the 3C category, and is still growing rapidly.

Jingdong, Dangdang, vip.com, Amazon and other electricity providers in the field of clothing successive efforts, it is not difficult to understand.

As we all know, the gross profit of the entire garment industry is between 3 and 4. After deducting the cost of labor and warehousing, the net profit is considerable.

Because of the high gross profit and the high rate of repeat purchase, clothing sales are many.

The main source of profits.

The clothing category, as the second major category of e-commerce sales, has a wide variety of products, and its seasonal consumption makes clothing consumption more frequent. All these factors have led to the fact that clothing has become a hot spot for e-commerce.

Take Dangdang from the book, in the two quarter of 2014, the growth rate of clothing category pactions has exceeded 50% of the total platform paction volume, up 82% compared to the same period. In the total revenue of 3 billion 300 million yuan, clothing accounted for 1 billion 430 million yuan per day, and the rich profits of clothing can be seen.

By contrast, the profits of Jingdong 3C category have been "competitive" to a few points, and the gross profit of a laptop less than 100 yuan has become a consensus in the industry.

Jingdong reported in the fourth quarter of 2014 that the net loss in the fourth quarter was 454 million 300 thousand yuan, with a net profit margin of -1.3%.

The volume of pactions from electronics and household appliances was 42 billion 800 million yuan, an increase of 83% over the same period last year, while the volume of pactions from non 3C categories was 43 billion yuan, an increase of 173% over the same period last year.

Obviously, the price of 3C category is more pparent, gross margin is low, over reliance on 3C products and Jingdong mall loss has a certain relationship, Jingdong mall expansion clothing category is also an inevitable trend.

This spring fashion show Jingdong has also released a clear signal to the outside world that fashion clothing category has been classified as a strategic category by Jingdong, and will invest enough resources and manpower this year. The purpose is to pry Tmall and Taobao's dominance in the field of clothing.

Here, fat cat again knife, compared to the fourth quarter of 2014 and the third quarter of the big business in the third quarter of the clothing category trading share (data is from view international), in addition to Beijing East, vip.com, Dangdang, Vanke, Amazon's market share has declined to varying degrees, while Tmall's market share increased from 78.8% to 78.8%, the growth is equivalent to a Jingdong.

Obviously, if we want to pry up the dominance of Tmall and Taobao's clothing, fat cat thinks that Jingdong is still in an awkward situation.

Or the data of Analysys. In the fourth quarter of 2014, Tmall occupied 78.8% of the clothing market share in China's B2C market.

In November 11, 2014, in the history of Tmall's 57 billion 100 million yuan trading volume, 6 of the top 20 sales of single store sales were clothing category stores.

At the same time, Tmall is also pforming high-end fashion apparel.

Last August, Tmall entered into cooperation with fashion group. The new product will be presented to users in the form of fashion blockbuster and fashion show, and the latest trend words and trend forecast will be released.

ZARA, H&M and other big names for Tmall are also more powerful and will be another city in the field of clothing business.

According to Jingdong's strategic policy, "Jingdong will bring the advantages of logistics, warehousing and distribution to the field of clothing, and provide users with better online shopping experience through services such as time limit and day after arrival.

Coupled with Jingdong's cooperation with Tencent, this year, WeChat mobile, APP, mobile QQ and other mobile terminals will exert their efforts to introduce traffic to all major stores.

From the above planning, fat cat did not see the breakpoint of Jingdong's breakthrough in clothing category. Jingdong's clothing platform's selling point is still in logistics and cooperation with Tencent.

For fat cat such online shopping "chopped hands", the time limit is up to the next day or not, there is no advantage in category to bring the attraction to me.

For the main customers of Jingdong clothing, the "quick" is not the decisive factor in deciding their online shopping clothes. Compared with the styles, brands and prices of clothing, logistics can basically be ignored. Now many offline clothing stores can also deliver express door-to-door products, making an unappealing article from logistics. But with the cooperation of WeChat and QQ mobile terminals, fat cat really doesn't want to talk more about it. How much traffic can a two level entry bring? Is it really difficult to calculate? 3C takes WeChat entrance to talk about it; the book takes WeChat into account, and clothes still take WeChat import to talk about it.

Please, from Tencent, Jingdong has no cards to go out?

It should be said that Jingdong has a series of fashion shows, men's wear and women's Day activities to change the original impression of users' "3C products" and increase the platform growth rate of clothing category.

But if we want to get a "cup of soup" in the field of clothing that is already Tmall's largest, we need to make a difference layout according to our own advantages and resources. The key of Jingdong is to find its own position and make efforts.

Otherwise, for Jingdong, the fashion show will still be a show.