Jingdong Join Hands With Well-Known Clothing Companies To Start The Beijing Strategy.

Jingdong joined forces such as Yi Wen and other enterprises to enter the garment customization or launch the "asymmetric" war.

As a representative of high-end clothing customization, recently, Buffett, who was once "endorsed" by the company, was finally approved.

In addition, it also owns

In the wake of the failure of interconnection with Xinghe, a new round of restructuring is also brewing.

There are signs that even though there are celebrities "endorsement", high-end clothing customization business is hard to become a pillar of profits for listed apparel companies.

In the industry view, high or small is one of the important factors.

In fact, Da Yang creation, Hinur and so on have been testing water "Internet + clothing", but the effect is very few.

In this regard, Xia Hua, the chairman of the same clothing group, which is also the main garment customization company, said recently that "I will not consider myself doing the electric business, because all the traditional enterprises have been injured like this.

I am also talking with entrepreneurs. The current management is not management competition, but management cooperation.

So we always want to manage competition. I want to be my own. He wants to be his own.

Today is the time of long board and long board. I will cooperate with my longest board.

A brand is to do their own products, do their own service.

I think where the flow is, the brand goes to cooperate with anyone. This is the long and long board that is the most efficient and the fastest.

Jingdong shows at London Fashion Week

Consumption upgrading ripening "clothing customization"

The long flow plate in Xia Hua's mind is Jingdong.

It was held in London recently.

On top of the six well-known brands, By, Creations, Bai pin and NE TIGER, Jingdong jointly launched the "Beijing system" strategy and launched customized services covering "clothing customization" and "personalized customization".

Among the six brands, By Creations Bai pin is custom made on the earlier trial waterline, which brings Italy fashion design and Italy handcrafts to consumers through the Internet platform.

"We created this model based on China's Internet development and the rapid growth of light luxury demand," said Lorenzo Caramalli, general manager of By Creations, Europe.

Through the Internet, we realized the direct docking between consumers and Italy craftsmen, removing intermediate links, and saving consumers' costs.

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

According to the introduction, the "Beijing system" strategy includes two dimensions: "clothing customization" and "personality customization", which serve different consumers and satisfy the dual needs of personalized design and experiential consumption.

Through costumes customized channels, consumers can not only carry out personalized choices such as clothing style, fabric, style, size, decoration and other dimensions, but also enjoy the Jingdong based O2O and LBS mode of store and volume service.

Besides functional properties, clothing is more of a kind.

Cultural symbols.

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 a series of partners including designers, global fashion brands, custom masters and so on, and establish a new ecosystem of Jingdong garments. "Vice president of Jingdong group," Li Xin Jun, President of clothing and home furnishing business department, said, "at present, customized channels have been on line for men's wear, women's wear, jewelry, glasses and other categories.

In the future, Jingdong clothing will also promote customized business to all areas related to fashion life.

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Jingdong or launching "asymmetric" war

As we all know, clothing business is the starting point of Alibaba.

But there are various signs that Jingdong has been getting more and more fast on the high margin business. Its choice is from top to bottom, from high-end and quality.

"From Milan to New York, and then to London, which chooses the global custom sanctuary to launch customized channels, Jingdong clothing is behind its international fashion week's every stage of its strategic upgrading." Xin Li Jun revealed that Jingdong clothing has maintained over 100% over the past few years, exceeding the average growth rate of the industry by more than 2 times, 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.

In response, analysts who declined to be named pointed out that in clothing

In the field, Jingdong or Ali are launching a "future war" to seize the future consumer market of clothing and apparel.

"With the upgrading of consumption and age, a large number of Taobao users have entered the consumption stage of pursuing brand quality.

But like all customers, Taobao clothing has already launched a "low-end brand" brand, whether it is Taobao or Tmall, which is hard to reverse in the short term.

Therefore, a considerable number of people will be away from Taobao in the future or in the future, and Jingdong is now selling fashion, customization and other selling points, perhaps the purpose is to undertake this part of the consumer upgrade.

To a certain extent, this is a war of asymmetry.

The quarterly report of China's B2C market released in the second quarter of 2016, released by Analysys, shows that 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.

Internet e-commerce expert Li Chengdong pointed out 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, tailored services are already more mature than wedding dresses, including suits and shirts.

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

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The scale of garment customization is up to trillion yuan.

In some ways, clothing

It has created the success of Taobao and Tmall, but has also become one of the most seriously injured industries in the Internet era.

In the rapid rise of the electricity supplier, it is a wave of clothing business.

According to the latest data, 15 clothing companies listed in the first half of 2016 had more than 2000 outlets.

However, according to Xia Hua, chairman of Ewing group, compared to the "Internet + clothing", "Internet + clothing customization" is promoting the next line of the business line. "We now have 500 offline stores. With the development of customized services, we have to continue expanding the offline stores."

For the concept of VR, which is very hot, Xia said that he had tried in the field of virtual fitting, but the effect was general, and user experience was not as good as door-to-door service.

"In many cases, getting body data alone is far from enough.

If you can't give him some guidance on clothes, I find it hard for clients to get sticky.

"Yiwen group, for example, has put the garment business in Tmall, and put the innovative clothing customization business in Jingdong, which is consistent with the user group portrait.

In the future, once the garment customization business becomes a climate, the market size is expected to catch up with garments directly, "the analysts pointed out.

In this regard, Xin Li Jun pointed out that the custom mode will undoubtedly become the next outlet in the field of online clothing.

With the improvement of people's taste in life,

It will no longer be the choice of small crowds, especially under the impetus of Internet technology. We believe that online customization has matured, and customization has become more and more low-cost, standardized and standardized. This will lead to a large market of 100 billion yuan or even trillion yuan.