Jingdong Wants To Enter The Fashion Market With Cooperation With Big Names.

Liu Qiangdong

Ambition is no longer news.

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Compared with rivals, the way Jingdong prized the fashion market is more like a new way.

In the fashion of Jingdong, it has been accompanied by resistance. In the past, there were some views that Jingdong had no fashion gene.

With the rise of digital products, there is indeed a lack of aesthetic appreciation. There is a certain deviation between the popularity and advanced fashion.

But that does not mean that fashion is not working.

In fact, Jingdong has been seeking international discourse in its own unique way in recent years. After becoming a major shareholder of Farfetch, it has gained a lot of voice in yesterday's fashion week in New York.

According to the world clothing and shoe net, local designer 3.1Phillip Lim 2018 spring and summer fashion conference ended in September 11th.

Philip Lim is one of the most important exhibition brands in New York fashion week as a key fashion brand in the US.

And after Proenza Schouler and other designers left Paris, this show is more important for the weight of New York fashion week.

Jingdong is the chief partner of this show.

At the conference site, Jingdong fashion brand development consultant Zhang Zetian, Jingdong mall fashion business President Ding Xia, 3.1Phillip Lim creative director and co founder Lin Nengping and brand co-founder Zhou Xuanwen (Wen Zhou) and so on came to the scene.

This is the first time that designer brand 3.1Phillip Lim has worked with China's e-commerce platform for cross-border cooperation.

According to Jingdong, the two sides have also launched an in-depth cooperation in the future.

It is worth noting that Liu Qiangdong's wife Zhang Zetian has recently participated in and hosted various fashion activities as a consultant for Jingdong fashion brand.

Before the seventh day of the seventh lunar month, Zhang Zetian shot an advertising blockbuster for Chopin jewelry stationed in Jingdong.

In April this year, Zhang Zetian held a private dinner in New York. The headlines given by the major media were "half American fashion circle". The guests included the important task of fashion circle Iris Apfel.

Lin Nengping, the designer of Jingdong cooperation, is a Chinese American designer who has been popular in Europe and the United States after Jimmy Choo founder Zhou Yangjie and Vera Wang founder Wang Weiwei. In 2005, he founded a brand 3.1 Phillip Lim with her partner Zhou Xuanwen. In the five years after that, Lin Nengping won the CFDA Foundation Award with her own brand.

Regarding cooperation with Jingdong, Lin Nengping said, "Chinese culture has always affected the way I handle clothes. Considering that the Chinese market is very important for the brand expansion of 3.1Phillip Lim in the future, the brand needs to have direct dialogue with more Chinese consumers. In the future, we are also going to present the trend of the new fashion of 3.1Phillip Lim to the wider Chinese users through Jingdong."

Ding Xia, President of the fashion business department of Jingdong mall, said that the demand of Chinese consumers for high-end fashion brands has been increasing. Therefore, the primary task of Jingdong fashion is to introduce more global best design power to users.

Obviously, cooperation will be a win-win for brand side 3.1Phillip Lim and platform side Jingdong.

3.1Phillip Lim obtained the 258 million active users behind Jingdong through Jingdong, and then opened up the hot Chinese market. Jingdong gained the right to speak in the international fashion with the good reputation of 3.1Phillip Lim, and provided more brand choices for Chinese consumers.

The cooperation with 3.1Phillip Lim is only the opening of the Jingdong's four fashion week schedule. Later, in London Fashion Week, Jingdong will also hold a press conference with the British designer Mary Katrantzou and the Chinese travel designer Zhang Shan Shan, and jointly hold a cocktail party with the BFC/Vogue designer fashion foundation.

Mary Katrantzou is also one of the most important display brands in London Fashion Week in recent years.

The designer, who is famous for digital printing, graduated from the central Saint Martin Institute in London. The graduation series was nominated by Harold boutique department and the Harrods and the LOreal Professional Award, and won the sponsorship of the British Fashion Association's Newgen fund.

Zhang Shan, also a graduate of the central Saint Martin Institute, is the first Chinese designer brand to establish a stable foundation in London. The designer was selected by LVMH group Delphine Arnault to work in Dior during her student period, and then established her personal brand Huishan Zhang. The first autumn and winter series was bought exclusively by British Browns.

Now, Zhang Shan has established a steady number of customers through its advanced customization style.

It is reported that on the evening of 18 JD.com x BFC VFF Cocktail Party, Jingdong will be the official sponsor of the 2018 BFC/Vogue fashion designer fund, and is interested in working with the British Fashion Association to promote the development of designers.

The Jingdong's action in the 2018 spring and Summer International Fashion Week further deepened Jingdong's participation in global fashion, and further highlighted the form of fashion week, which is the difference between Jingdong and other e-commerce platforms.

Mastering certain resources in the international fashion week also means gaining the right to speak at the commanding heights of the fashion industry.

As early as September 2015, Jingdong put the Chinese women's clothing brand on the official agenda of the Milan international fashion week for the first time, and then opened the Italy fashion hall and introduced all kinds of brands in Italy.

In February 2016, Jingdong fashion with five outstanding designers original brand debut in New York fashion week, the first implementation of the "show is to buy."

The designer channel, which was formally launched in August 2015, has entered hundreds of designer brands as of the same period in New York fashion week.

In September 2016, Jingdong unveiled the six brands of EVE de CINA, Kevin Kelly, NE TIGER, By Creations, product, X Lando, and Heng Mei Rui jewelry in London Fashion Week, held a fashion show called "Beijing system", and officially released the "Beijing system" strategy.

The "Jing system" is based on two business dimensions of garment customization and customization, which touch different consumers and meet the dual needs of personalized design and experiential consumption.

In April 13th this year, the Jingdong in Shanghai fashion week brought a huge "Jingdong day" series, including the release of three independent Chinese designers and the party activity of "electric shock Jingdong".

On the same day, Jingdong formally announced the launch of the JD (x) high terminal brand line and will host the new Jingdong face model competition.

From the fashion week cooperation brand, Jingdong's choice of partners is more and more precise.

Today's Jingdong has mastered the "rules of the game" of the fashion industry.

Through the industry's reputation of higher and more professional partners into the fashion industry this path, has achieved initial success.

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