Jingdong On Line "Beijing System" Clothing Customized Channel

On-line "Beijing system"

Channel, launches clothing private custom service.

Unlike in the past, facing the general public, the clothing customization service launched by Jingdong is mainly aimed at the domestic high-end high-end niche market.

Analysys's quarterly report on China's B2C market released by Analysys in 2016 shows that in the second quarter of 2016, the scale of clothing pactions in China's B2C market reached 208 billion 900 million yuan, up 44.7% over the second quarter of 2016.

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

The industry believes that the current clothing customization in the electricity supplier channels.

The share is still relatively small. As a new mode of electricity supplier, which started last year, although it can enable consumers to buy cost-effective products and effectively curb inventory increase, customized services are also faced with the problem of decentralized demand and high demand for personalized services. In particular, customized brands that cooperate with electrical production channels have strong supply chains and production processes to support them. This poses a challenge to O2O, a clothing customization supplier.

Personalized customization is becoming a consumer trend.

Jingdong joined hands with EVE de CINA, Kevin Kelly, NE TIGER, By Creations, product, X Lando, Heng Mei jewellery, the six major brands appeared in London Fashion Week, and formally launched the garment custom channel "Jing system", and according to different consumer needs, it will be specifically disassembled into two major businesses, clothing customization and personality customization.

Vice president of Jingdong group, vice president of Jingdong group, and Xin Li Jun, President of the clothing and home business department of Jingdong mall, said that the clothing customization of Jingdong should aim at the fashion crowd of high-end domestic income, because through the analysis of big data, it is found that the current customized consumer group is mainly over 25 years old, especially those with relatively stable income. Therefore, they hope to find their fashion positioning in mature and stable users. When choosing a cooperative custom brand, they need to deal with specific users instead of serving the brand of the masses.

Xin Li Jun believes that China's middle class is rising and new consumption habits and concepts are being changed by this ethnic group.

From brand products to niche designer products to personalized customized products, high-end consumers are paying more and more attention to quality and taste.

Prior to this, Alibaba founder Ma Yun has publicly stated that the future business will be C2B instead of B2C. Users will change the enterprise instead of the enterprise to sell to the user. The manufacturer must be personalized, otherwise the enterprise will be very difficult.

Reporters learned that the test water personalized customization service providers are not very few. In early 2015, the clothing custom electric clothing people started the "online tailor" to provide clothing information, door-to-door service and after sales service, but did not own factories and workshops, only invited custom factories and independent designers to enter and dredge the supply chain.

And through the invitation of manufacturers, the necessary mall launches more than ten items such as clothing, bags, glasses, razors and so on in the mall. Consumers can set the details in terms of color, fabric, style and so on, or even engrave their own names or other designs on the product.

After the manufacturer orders through the mall, it will be produced according to the requirements.

In addition to the small business, the business tycoons are also trying private services.

In practice, Alibaba has entered into cooperation with its brands. At the beginning of this year, the online customization service of Tmall's flagship store, 4.720, -0.02, -0.42% and Viktor, was officially launched, mainly through the Tmall line, and drained to nearby stores or tailors.

Li Shujun, head of Tmall clothing, said that the future direction of clothing business is vertical e-commerce + online customization + offline experience shop.

Shi Zhengchuan, founder of the kilometer net, believes that the core business logic of personalized service is to cut off all the links in the circulation and increase the price to maximize the intermediation, so that consumers can buy high-quality products at the lowest price.

On the one hand, manufacturers can eliminate library sales ratio; on the other hand, they can integrate high-quality manufacturers for consumers, recommend high-quality products to meet customized needs.

Niche marketing is still facing challenges.

Despite the big business tycoons trying to market the clothing market, online sales still face many challenges.

As the first batch of inviting Jingdong's clothing customization platform, Xia Hua, President of Yiwen group, told an interview with our reporter that at present, online and offline channels still occupy a huge market share, while online sales now account for 8%.

However, the online growth rate is very fast, with a growth rate of more than ten times a year. The annual growth rate is below 20%~30%, and the online traffic is even larger.

Two years ago, I entered Tmall. I had two garments and tailor made garments, and the sales of ready-made clothes were better.

This year, we will try to make customized garments with Jingdong. For this reason, there are thousands of ready to wear housekeepers to receive business training.

She said that at present, there are more than 500 stores under the Yiwen line, which can achieve O2O through online traffic. However, the reason why more custom clothes are trapped in O2O is because there is no offline store, online traffic can be quickly guided, while offline stores are hard to establish in a short time.

This is also the main reason why many brands do the customizing effect of e-commerce clothing.

Xin Li Jun said that it is for this reason that the Jingdong garment customization channel chose only six brands this year, mainly considering whether these brands have strong supply chains and production processes to support them. The next step will also attract brands with brand strength to enter.

Taking into account the particularity of customized garments, the apparel customization platform will own 20% and the third party platform will account for 80% in the future.

Lu Zhenwang, an e-commerce analyst, said that "private custom" products, whether online or offline, are difficult to tailor tailored to a certain person and face high cost and low frequency consumption. This is exactly the same reason why a large number of O2O enterprises failed at the beginning of this year.

"Take Tmall as an example, Tmall's clothing customization has the following standards.

First, there are platforms on both the online and offline levels. Second, it must not be a traditional high-end customization brand. The traditional advanced customization brand has a long cycle, complex process, and needs to be fitted for clothing and high price. Third, it is a customized brand with fast response, moderate price and short cycle, which can meet the needs of consumers' experience.

So the more reasonable way is small scale customization.

Lu Zhenwang said.

Xin Li Jun believes that it is precisely because of the market niche that Jingdong aims to target high-end consumers. The popularization of the mass population still needs a process of education and training.

Li Chengdong, an industry analyst, believes that the difficulty of clothing customization business is volume, and the cost of hitting the board.

The price of door-to-door volume customization is expensive, and the electronic commerce platform plays a more role in guiding the shops under the line.

For batting, mass production can be done in a batch production mode at a time, but individual customization may need to be separately driven for consumers' needs, and the cost is very high.

Generally speaking, consumers' demand and habits for custom-made clothing have not yet been formed, and the customized categories available on the electronic business platform are relatively few.

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100 billion customized market needs to be integrated and subdivided

Tang Xingtong, an expert member of the Internet marketing research center of the China Electronic Commerce Association, believes that the traditional electricity providers rely on mass production to achieve sales by advertising and marketing. However, there has also been a large backlog of inventory. C2B and even C2M can bring users' needs together to the minimum. This solves the pain of many retail enterprises and manufacturing enterprises.

However, there are inherent defects in this mode, that is, the demand is dispersed, and the sales volume is doubtful. How to collect similar needs in a short time and reflect them to the production link become the key to the development of customized service for electric providers.

In terms of after-sales service, due to the particularity of customized products, the return service will also increase the cost of the entire paction.

As for the prospect of customized services, Li Li, President of Heng Mei Rui group, believes that with the improvement of people's tastes and personalization requirements, Chinese luxury consumers are becoming more and more keen on customized demand, and the scale of China's customized market will expand year by year in the next few years.

China's customization has reached the scale of 100 billion, and it will move forward even to the trillion scale market in the future.

Next, customization will change from meeting the needs of the small group to meeting the needs of the general population.

At the same time, China's customization will also develop towards efficient, visible and standardized processes. In addition, the value of design will be recognized. Consumers will pay more attention to the uniqueness and uniqueness of styles, and are willing to pay for excellent designs.

She said that with the advent of the Internet era, high-end customization will also move more online from the traditional line.