Jingdong Apparel: Online Custom Offline Experience

If vip.com's success is to grasp the strong demand of the low line city crowd for "quality upgrading", tear a crack in the big Taobao costume that the industry considers impossible to be broken.

Now, Jingdong apparel, which occupies second of the country's online apparel share, has gone through a line of penetration around the first tier city users and high-end groups from internationalization and fashion.

A few days ago, they appeared in New York respectively.

After that, Jingdong once again joined hands with EVE de CINA, NE TIGER, Kevin Kelly, By Creations, product, X Lando, Heng Mei Rui jewellery six costumes jewelry brand debut in London Fashion Week, and officially released the "Beijing system" strategy, announced the launch of the "cover".

"Customized services" and "personalized customization", through the "consumer upgrade" to promote Jingdong clothing on Ali's "bend overtaking" intentions highlighted.

Three brush the ecological circle of Zhou Jingdong fashion in international fashion.

According to vice president of Jingdong group,

Xin Li Jun, President of the home business department, revealed that from "Shang Milan" to "Shang New York" and then to London that launched the global custom sanctuary, the customized channel has been launched. Every appearance of Jingdong clothing in the international fashion week is behind its strategic upgrading.

Xin Li Jun said that Jingdong clothing has maintained over 100% over the past few years, exceeding the industry's average growth rate of more than 2 times, which is because it grasps the trend of China's middle class rising and consumption upgrading.

"China's middle class consumption habits and concepts are changing.

Middle and high-end consumers online shopping clothes no longer put the price in the first place, but more concerned about the quality and style.

From niche brands to international luxury brands, the apparel market will continue to develop in the direction of brand, quality and personalization.

According to the data released by China's B2C market quarterly monitoring report in the second quarter of 2016, according to Analysys released, in the second quarter of 2016, the scale of clothing trade in China's B2C market reached 208 billion 900 million yuan, an increase of 44.7% over the same period last year.

Among them, as China's consumer market continues to escalate, consumer preferences and diversified demands for apparel products continue to grow.

To this end, from last year, Jingdong

The layout of internationalization and individuation and fashion has begun.

In August last year, the Jingdong launched the designer support scheme. The three designers Gu Lin, Xu Xiaoyan and Tan Ali came to the fore and won the support from Jingdong for supporting the original brand to debut in Milan fashion week. It became the first Chinese women's clothing brand to visit the official agenda of Milan international fashion week for the first time ever.

In February this year, Jingdong joined hands with China's leading fashion designer Zhang Chi, Professor Guo Ruiping of Beijing Institute Of Fashion Technology, independent designer Li Kun and Taiwan.

Pan Yiliang and Cahill, the designer of sports star pformation, and other 5 outstanding designers and their original works were unveiled in New York fashion week. When the show was on, the five place was on display.

The debut of the brand shows in Jingdong, which is the first time in New York fashion week that "show is buy".

London Fashion Week is the third appearance of Jingdong clothing.

In this fashion week, Jingdong clothing has again launched its own customized channel, a well-known brand in the domestic custom industry, and launched customized services for clothing, footwear, jewelry and accessories, customized exclusively for consumers in terms of styles, fabric materials, sizes and production details.

Xin Li Jun said that no matter what

Channel or customized service, Jingdong is creating a differentiated exclusive path.

Besides functional properties, clothing is more of a fashionable cultural symbol.

China's consumer online shopping clothing has gone through two stages of price pursuit and brand pursuit. With the wave of consumption upgrading, the next stage will be the era of pursuing individuality. Jingdong will absorb all of them.

A series of partners, including global fashion brands, custom masters, etc., will build a new ecosystem of Jingdong clothing.

The next tuyere of the custom pattern line

According to Xin Lijun, the "Beijing system" strategy, released at the London Fashion Week, can be detached into two dimensions, "clothing customization" and "personality customization", to serve different consumers and meet the dual needs of personalized design and experiential consumption.

He said that through Jingdong

Customized channels can be included not only by consumers,

The personalized choice, including fabric, style, size, decoration and so on, can get more customized clothes that meet their needs. You can also enjoy the Jingdong's platform advantage to provide consumers with O2O and LBS positioning services.

"Now the custom channel is on the line.

,

Jewelry, glasses and other categories, will continue to expand shoes, bags, etc., and constantly improve category development.

In the future, Jingdong clothing will also promote customizing business to all fields related to fashion life, and meet consumers' customized consumption needs in a wider range.

It is reported that in order to further enhance the shopping experience and enable consumers to get accurate recommendation in line with their own personalization in the shopping process, Jingdong set up the ID file for users, through the analysis of consumer consumption data and behavior trajectory, recording the consumption characteristics of demand, preferences, sizes, price segments, and so on, to achieve customized personalized recommendation.

In the planning of the business, consumers will also enrich the user files for the "size assistant" and "virtual fitting room" through the consumer's preferences for brand, style, material and so on, and the input of the body data. On the one hand, it will recommend matching through data, reduce the cost of consumer size selection. On the other hand, through the 3D modeling technology, it can restore and display the virtual fitting model for the consumers in line with their physical characteristics, and then facilitate the online fitting and purchase decisions of consumers.

In the six big brands that were hand in hand with Jingdong, By Creations Bai pin was an early attempt to customize online business. They brought Italy fashion design and Italy handcrafts to consumers through the Internet platform.

"We created this model based on China," said Lorenzo Caramalli, general manager of By Creations, Europe.

Development and rapid growth of light luxury demand.

We passed

The direct connection between the consumers and the craftsmen in Italy has been achieved, and the intermediate links have been removed, thus saving the cost for consumers.

At the same time, we also provide offline experience store, so that consumers can experience Italy customized services at zero distance.

Xin Li Jun believes that the custom mode will undoubtedly become online.

The next draught of the field.

"With the improvement of people's taste in life, clothing customization will no longer be the choice of small crowds. Especially with the promotion of Internet technology, we believe that online customization has matured. Whether combined with O2O services or VR\AR technology, personalized customization has become increasingly low-cost, standardized and standardized, which will lead to a 100 billion level or even trillion level market.

Internet

Expert Li Chengdong believes that in the next few years, Ali and Jingdong will be more and more intense in the field of online services.

The saturation of the online clothing market is slowing down, but with the upgrading of consumption, customization and customization will become a trend. Consumers will have more requirements for quality, not just a low price discount.

In the mature markets of Europe and America, it's not just wedding dresses, including

And so on, custom services are relatively mature.

Jingdong users' education background and income level are higher than Taobao, which is differentiated from Taobao through personalized clothing customization.

The price of traditional clothing customization is relatively high. Jingdong apparel makes it possible to make cost customization through Internet technology.