Don'T Forget The Significance Of UNIQLO To Tmall.

From the beginning of the clothing industry, Jingdong emphasized its advantages in warehousing and logistics. To meet UNIQLO's flagship store, Jingdong even set up a brand exclusive warehouse in Shanghai. The reason why Jingdong can attract a large number of high-quality business resources is the core value of Jingdong platform in the final analysis. First of all, logistics services, Jingdong has been committed to providing partners with high-quality, fast logistics experience, and the huge logistics to reach and improve the whole process services, enough to provide a complete warehouse supply chain service for Jingdong merchants. " Jingdong's clothing business department explains the way of attracting and retaining merchants in reply to the news of the interface news.

When Tmall made 100 million of its sales, UNIQLO had only 3 people in its own electricity supplier department. As you can imagine, Tmall's "contracting" service has made the enterprises that taste the sweetness go closer and closer to themselves.

Whenever there are new brands entering the platform, Tmall will also guide traffic for them. Tmall itself is an electronic business platform plus promotion agencies. The so-called traffic guidance methods include page location, the use of red packets, the arrangement of Tmall data, recommended purchases, labels and so on.

However, after signing a strategic cooperation agreement or exclusive exclusive agreement, the brand can get more resources, and the "hidden customer program" is one of them.

"Through Ali big data intelligent algorithm model to screen potential customers who have the tendency to purchase the brand, and achieve the purchase and transformation of the hidden customers, this will effectively improve the volume of turnover." Ding Ding explained at the summit. At present, Decathlon, GAP, Taiping bird, Adidas and other Tmall apparel strategic partners have begun to run the "hidden customer program". In June, Tmall's internal sales data showed that the conversion rate was almost double that of other traffic after the "hidden customer program" was running.

Exclusive brands will get more resources. Ding Ding said that when holding big promotion, Tmall will arrange exclusive partner's floor, and the exclusive brand will be exposed in the main path search attribute area. The popular point is that when entering search keywords, there will be exclusive cooperative brands besides screening areas.

Helping businesses increase sales is only the most superficial function of big data. Alibaba Zhang Jianfeng, President of group China retail business group, said that with the help of Ali big data, the international brand can also lay out the layout of the line. Many international brands that only opened in the most prosperous areas of the first tier cities, such as UNIQLO, can accurately match consumer demand through big data and go deep into China's three or four tier cities. In August 2nd, Ryui Masa, founder of UNIQLO, said he would continue to add 100 stores a year in China.

Tmall has made a lot of money for this brand defending war, but for more brands that have not signed exclusive or strategic cooperation agreements, their two platforms are unwilling to give up.

"Our philosophy in marketing is that where there are customers, there is our product. Although we sell very well on Tmall, in view of the growth of Jingdong platform, we also hope to offer our products to Jingdong customers who like Jingdong. Gap's parent company, senior vice president and general manager of Greater China, Cape group Abinta Malik Say.

Similarly, C&A, one of the fast fashion brands who landed on Tmall and Jingdong in one year, believed in the trend of multi platform development. Shen Wei, the director of China's regional market and strategy / electricity supplier, believes that although the other third party platforms are quite different from Tmall fashion, they are not without any advantages.

"Maybe because of the traditional advantages, Jingdong is strong in 3C and its own logistics system. But in terms of consumers, Jingdong and Tmall are complementary, Jingdong has more male consumers, and consumers have higher consumption power than Tmall. Shen Wei said to the interface news.

For the main Customer group For men's jeans brand Levi's, the importance of Jingdong is self-evident. In January 2014, Levi's, which opened the flagship store of Jingdong, has enjoyed the advantages of Jingdong's logistics as well as the advertising and delivery fees offered by the platform.

"(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 once told the interface reporter.