Why Does Jingdong Open Exclusive Stores For UNIQLO?

Jingdong wants to open its exclusive warehouse for UNIQLO, and Pan Ning, the senior executive vice president of global marketing group of UNIQLO parent company, and CEO of Greater China, UNIQLO, said the two sides' cooperation can complement each other.

Currently, more than half of UNIQLO's overseas revenues come from the Chinese market, which already has more than 300 stores in China and landed on the Alibaba Tmall platform in 2009.

UNIQLO media chief said Jingdong flagship store is in line with other official network flagship stores and entity shops in commodity stores, commodity pricing and promotion mode.

The difference is logistics. UNIQLO will use Jingdong's warehousing and distribution, and the specific area can achieve the same day's arrival.

Since the "Shang Jingdong" channel was launched in January 2014, Jingdong has increased horsepower and Tmall in the field of clothing.

In just one year, HUGO BOSS, GAP, Levi's, Lacoste and other international brands landed in Jingdong clothing city.

In addition to the consumers' pfer to the online and Jingdong, the most important thing is the logistics advantage of Jingdong.

In January 2014, the flagship store of Levi's Jingdong was on the line.

"(Jingdong) very fast, one day can distribute two times from warehouse, most express companies only once, so that the morning order can be delivered to the consumers in the afternoon, especially in holidays, it is full of effort to meet the needs of consumers."

Levi's e-commerce manager Lauren Yang told the interface reporter.

Over the past year, the self catering business has invested heavily in logistics.

As of December 31, 2014, Jingdong has 7 logistics centers nationwide, 123 large warehouses, covering 1862 districts and counties, and 134 districts and counties can enjoy service on that day.

UNIQLO said that as the brand's e-commerce warehouse in Shanghai, the two sides decided to put the initial running in place in the city, Jingdong in the original warehouse resources allocated 10 thousand square meters for UNIQLO use.

In warehousing, the Jingdong is a SKU management product, while UNIQLO is managed by batches. This nuance makes the two sides discuss the adjustment many times in the past three months' preliminary preparations.

Shanghai's exclusive warehouse will support 1 million sets of clothing inventory. After operation, it can support 50 thousand warehouses, and the 100 thousand outgoing capacity can complete an order every two seconds.

For consumers, this means that the fastest time from the order to the library is only 15 minutes, and the delivery time is reduced to 6 hours or even shorter.

There is also a certain advantage in freight.

Tmall store

The brand itself is responsible for the use of the Japanese black cat house emergency, according to the region to collect freight, buy two hundred yuan can be free mail.

The Jingdong adopts its own backyard integrated backstage, which is executed according to the freight standard rules, that is, no more than 79 yuan or more.

Although there is still a week to go,

A promotional campaign has been launched on the Jingdong platform, with 5 daily development of color products to participate in the limited purchase activities.

In addition, it has always liked to launch a series of cooperation with all kinds of cartoon images, and also launched four UT UNIQLO T-Shirt with different colors. Each of the main characters is Jingdong mascot Joy, and the red section is exclusively sold on the East Route of the UNIQLO.

Jingdong said Shanghai's new warehouse is only a starting point for cooperation, and will accelerate the entry into the country in the future.

Cinthia Chen, a partner in Greater China of OC&C strategy consulting firms, said: "mutual cooperation may encourage more brands to use Jingdong's logistics services."

For brands, sales channels depend on cost and customer experience, she added.

The warehousing and distribution to Jingdong, to a certain extent, lightened the burden of UNIQLO, while Jingdong said that the exclusive warehouses could allocate resources from warehouse and personnel through their own logistics resources. The operation cost would not be higher than that of Jingdong, but could reduce the cost of both sides through large-scale efficiency.