What Did Jingdong Do In London? Who Did It Follow In London?

Jingdong in London

Live show

With 6 domestic brands, including EVEdeCINA, KevinKelly, NE. TIGER, ByCreations, Pao pin, X Lando and Heng Mei jewellery, a fashion show called "Beijing system" was held.

What did Jingdong do in London?

The scene of the show is well enough to board.

News guests, such as JimmyChoo founder Zhou Yangjie and founder JoMalone of fragrance brand JoMalone, are more likely to run to London to run shows than Jingdong.

Xin Lijun, vice president of Jingdong group, President of apparel business department of Jingdong Mall (left three), chairman of British Board of directors, British Trade and investment administration, Barbara Schach (right two), founder of JoMalone brand JoMalone (right five)

According to Xin Li Jun, President of the clothing and home business department of Jingdong mall, the "Jing system" strategy is customized through Jingdong costumes. Customers can not only make personalized choices in styles and materials, but also enjoy Jingdong based O2O and LBS services.

At the same time, Jingdong also needs to set up a customer's ID file, realize personalized recommendation through big data analysis, and use the products such as "virtual fitting room" to restore and display the virtual fitting model that meets its physical characteristics through 3D modeling technology.

"Driven by Internet technology, we believe that online customization has matured. Whether it is combined with O2O services or VR\AR technology, customization has become more and more low-cost, standardized and standardized."

Xin Lijun said.

Who is following Jingdong to London?

Most of these six brands may not be familiar with each other, but from a stylistic point of view, they mostly focus on the brand of the mature market.

EVEdeCINA (Yi Wen China) is an obvious Chinese style.

EVEdeCINA works show inspiration from the life of Miao people in Guizhou, and choose local flowers and plants as design elements.

EVEdeCINA new products

KevinKelly (Kevin Kelly) is a senior menswear made in China.

The show is still a tailored suit, and the design uses a Chinese manual embroidery stitch, with coats, trousers and ties forming the same pattern.

KevinKelly new products

NE TIGER (northeast tiger) originally started with fur, and then gradually pformed into one type of dress, such as evening dress, Chinese wedding dress and advanced custom-made "Chinese dress".

In the show, NE TIGER takes the theme of the spring river flower moonlit night as the theme of inspiration, while the classic dragon and Phoenix cheongsam in ancient Chinese dress is not absent.

NE TIGER new products

X.LANDO (Ai Shi LAN DU) is the only 2 years old brand of wedding dress. This show is not traditional wedding dress, and the design of gauze and short, long rear has a sense of hierarchy.

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X.LANDO new products

ByCreations (Bai Pin) positioned himself as a light luxury brand. From the show, we can see that the design is more restrained and has no special innovation, but it also fits the basic dress requirements of the suit -- it is good enough to be formal and not to make mistakes.

ByCreations.

Unlike the top five fashion brands, Heng Mei Rui is mainly engaged in jewelry business.

Combining traditional Chinese jade, pearls and corals with 18K gold and diamonds commonly used in the West.

The matching of new jewellery and Yi Wen clothing

I have been to Jingdong in Milan and New York. Why did I arrive in London?

The four fashion week is no stranger to Jingdong. This London Fashion Week is the third station of Jingdong fashion internationalization.

In the fashion week of Milan in September 2015, three Chinese original designers who won the Jingdong Jingdong fashion show in Milan were first shown in the international fashion week.

The second stop is "Shang New York". In February 2016, it appeared on the fashion week in New York with the Jingdong. It was domestic designer relaxation and Taiwan designer Pan Yiliang.

Since 2014, Jingdong has tried to make breakthroughs in the field of Taobao and Tmall's strong clothing products.

In addition to sponsoring the fashion reality show "falling in love with supermodels" last year, Jingdong also launched the "Beijing Wardrobe" APP. Users can independently match online products such as clothing, shoes, accessories and cosmetics, and save them to social platforms, and jump to Jingdong pages to complete their purchases.

And constantly seeking exposure in the international fashion week is to continue to build links between Jingdong and fashion.

The competition between Jingdong and Tmall in the clothing category of non-standard products is increasingly fierce.

In 2015, the Jingdong opened its flagship store for three months in a short time.

Neither side explained why, but it is believed that UNIQLO decided to exert pressure on Tmall.

It is no easy task to shake Tmall's share of clothing in the B2C market.

This time, Jingdong has launched another custom business in London because Jingdong believes that customized services can become a breakthrough in the increasingly fierce online services of Ali and Jingdong.