618 Cats And Dogs War, Jingdong Tmall Accounts For Half Of The Country.

Looking at the front page of Jingdong during the big promotion period, not only the clothing city was placed in the most prominent position, but the clothing category occupied the 40% space of the first screen, during the 6.18 period.

The importance of clothing is thus evident.

This shows that it has been following.

Footsteps in

On the page, as the core category of merchandise, the iFashion in the front page of the home page becomes the most visible content.

The front of the car and other plates.

,

It is before the digital home appliances and mobile venues.

Why did Jingdong suddenly choose to start a bloody battle on non-standard clothing on this year? Before answering this question, let's take a look at the situation of Jingdong:

Jingdong is in urgent need of female users.

In fact, Jingdong is right.

The importance of this category has already been discerned.

For example, in the second quarter of 2015 earnings analyst meeting, Liu Qiangdong has publicly said that

It is the first major contribution to GMV growth.

Prior to the Sohu technology report also quoted Jingdong insiders say, although the traditional 3C category GMV base is large, but from the perspective of growth, clothing has already supported half of Jingdong.

In fact, apart from GMV's contribution, another reason why Jingdong attaches great importance to clothing is this one.

The website has been dominated by male users in the past few years, but from vertical electricity providers

The small red book, as well as the rise of Tmall and Taobao, can be seen that women are big consumers in the field of e-commerce. Although Jingdong has become one of the two poles of the domestic electricity supplier, it has been unable to solve the problem of low rate of repeat purchase for a long time. This is not related to the lack of female users in Jingdong platform.

In order to focus on Development

Category, Jingdong also set up the clothing and home business division in 2015 when it was restructuring, and appointed Xin Li Jun to take charge of the Department and report directly to CEO Shen Haoyu.

In the structural adjustment of Jingdong in August 2015, he pointed out this strategic direction very much: adjusting the system of the Department for the original sales and marketing system, and setting up four major departments, including the 3C department led by Wang Xiaosong (head of the Ministry of fresh business), the home appliance department led by Yan Xiaobing, the consumer goods division under Feng Yi, and the clothing and home business department led by Xin Li Jun.

The four president of the Department directly reported to Jingdong mall CEO Shen Haoyu.

Jingdong can be aggressive. What about cats?

Tmall signed 200 domestic and foreign clothing brands to occupy 76.2% market share.

In June 17, 2016,

Announced nearly 200 domestic and foreign brand upgrading strategic cooperation agreements with ZARA, Decathlon and so on. The content mainly includes all channels, data operation, new product launch, brand marketing, consumer innovation service experience and so on.

The latest data released by AI showed that Chinese apparel online shopping.

In the platform, Tmall occupies 76.2% of the market share, and the share of other platforms together divide the remaining 23.85 of the market share.

At the same time, Tmall also announced that during the 618 period of this year, the online inventory of 3 / 430 brands such as bestseller, GAP, European time force, Eiger, GXG, Daphne and so on could be opened up, and covering 15 cities such as North Shanghai and Guangzhou.

UNIQLO settled in seven years, still regard Tmall as China's only strategic cooperation e-commerce platform.

A classic example of Tmall's clothing category is 2009.

Tmall has gained great support from Alibaba after its entry into Tmall. Even later, UNIQLO tried to open flagship store on Tmall's platform, but it just ended in just a few months. So far, Tmall is still the only one in UNIQLO in China.

Cooperation platform.

Cooperation with Tmall has brought huge rewards to UNIQLO.

Public data display

Cooperation,

Save a lot of online marketing expenses, UNIQLO.

Hu Guoxun, Minister of the Ministry of Commerce, has revealed that UNIQLO can not spend more than 1000 yuan on a through train every day, and the cost of drilling and opening can not exceed 100 thousand yuan per month.

At the same time, the sale of UNIQLO online sales has increased year by year, from 2014 to 6% of the current 10%. According to the plan, the proportion of future online sales will increase to 20%-30%.

Analysts believe that, unlike the single sale, Tmall was committed to attracting UNIQLO to join the company, promising to support the latter on the big data of Ali, and guided the online marketing strategy, brand operation and strategic layout of UNIQLO.

These support in addition to relying on Ali's Tmall can do big outside, at present there is no domestic e-commerce platform can do.

Inventory of 618 cats and dogs War: a full sales promotion, one by running fans.

Although this year's cat and dog (Tmall, Jingdong) in the same period of 6.18 costumes as core competition category, but the purpose of the two companies are very different.

The direct purpose of Jingdong may be to pass.

Great promotion has greatly promoted the growth of GMV.

This is a beautiful figure. On the one hand, we can see the capital market: we have a success, in addition to household appliances, 3C and clothing.

On the other hand, it can also win the brand Jingdong's entry into the Jingdong platform through the growth of costumes GMV.

This is, of course, what Ali does not want to see.

So it has always been 6.18.

Choosing to fight back this year, what Tmall may want to show to the outside world is that only selling is not a skill. We can be a market leader and have absolute advantage, not relying on selling goods, but relying on Ali big data to help fans run by brands. You can see that UNIQLO is the best case.

So this time Ali has joined Ali fish, Ali number entertainment, Youku potatoes and global IP partners, and Tmall announced that it is creating a super Carnival from "upgrading the consumer economy to the fans economy".

Careful students should find that Tmall has never mentioned sales and promotions from beginning to end, but focuses on creating fans' economy.

Last year's double eleven period,

Through the online and offline operation ability to show a "muscle": such as offline experience, online order.

There must be a lack of color code in the stores under the line, or the SKU and styles are different each year, which may not keep consumers. Tmall provides cloud storage.

In addition, there are online orders, stores to mention, try on, return.

At the same time, online and offline access to members, joint marketing attempt has also made many.

During last year's double eleven period, we had tasted the sweetness from the online order to the store to pick up the goods, guided the passenger flow to the line, and bought some other products when the customers took the goods off the line.

This approach regards online and offline as a main body of operation rather than the main body of competition.

To sum up, although this year's hot dog and cat war, but one is to show the outside world sales promotion ability, one is to show the ability to operate fans, this is the essential difference between the two.