Brand Companies Frequently Evacuate Jingdong Business Platform Competition Intensified

According to the world clothing shoes and hats net,

Business plays an important role in the electronic commerce platform. From the brand business team "2 election 1" to the withdrawal, behind the successive actions reflects the competition of the electronic business platform for the brand to become white hot.

Since the beginning of August, according to incomplete statistics, 44 clothing brands have been evacuated from the Jingdong platform.

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And other brand names, such as Jiangnan cloth, Taiping bird and so on.

Although the above brands withdraw from Jingdong successively, they still open flagship stores in Taobao, vip.com and other platforms.

In the industry view, behind this phenomenon reflects the escalation of competition among brands among e-commerce platforms, and the increasingly fierce commercial darkness. At the same time, speaking from the apparel industry, Jingdong has a low market share and the brand has not yet formed a dependence on Jingdong.

Brand dealers frequently evacuate

Brands frequently quit Jingdong platform, especially during this year's "6 / 18" period. Although the "6. 18" craze has gone back, the behavior of brand withdrawal has not stopped.

In September 19th, it was reported that only 44 clothing brands had withdrawn from the Jingdong, including 27 women's clothing brands, 7 children's wear and 3 underwear.

In response, Jingdong officials responded to reporters that after 6. 18, some of the clothing brands actually pulled out of the platform, but did not disclose the specific number of brands that had withdrawn.

According to a press survey, the original brands such as Ru silk, Han Du Yi house, Jiangnan cloth dress, Taiping bird, JEANSWEST and so on are no longer on the Jingdong platform. They include both Amoy brands and consumer recognition brands.

In addition, from the existing brand names, the new brand is more timely in the same brand, but the quantity of goods and the consumer's attention are somewhat thin.

Take the Hai Lan home as an example, Jingdong's self flagship store has 202 goods and 81 thousand consumers.

In the official flagship store of Tmall, Hai Lan's home has 1198 goods and 4 million 155 thousand consumers.

An e-commerce analyst, who does not want to be named, said that the Jingdong started with 3C, the male consumer group has been a high viscosity user group of Jingdong, occupying a heavy position, and the main clothing buyers are mainly female consumer groups, although the Jingdong continued to add to the clothing industry in the past year, but the day after tomorrow is still a little hard to fight for the market.

Jingdong has been adjusting its layout in the field of clothing to make up for its weaknesses.

In March this year, Jingdong demolished the original clothing and home business department to two. The Department of dress and adornment has become a new department running independently.

Before the split, Jingdong clothing has entered Lacoste, Converse, Ray-Ban, CalvinKlein, Under Armour and other international apparel brands. After 3 months, Jingdong changed the name of fashion department to fashion department and launched into the luxury industry.

The Jingdong is making up for the short board in the apparel industry, but in the face of the competition between the integrated e-commerce platform and the vertical e-commerce platform, it is still necessary to find more power points, locate high-end brands and provide more accurate logistics services, which is one of the ways Jingdong tries to differentiate.

Business platform competition intensified

While Jingdong is constantly making efforts in the field of clothing, the breakup of clothing brands and Jingdong has also occurred.

During the period of "6 / 18" this year, Jingdong has been shouting apart from each other, which has become a representative event for brands to leave the platform.

On the same day, Tang Feng, the founder of the micro-blog certification company, issued a statement declaring that it was seeking to shut down the flagship store of Jingdong, because Jingdong locked the backstage to bring losses to the company.

The Jingdong then counterattacked that it was close to the "6. 18" big promotion node. It had already participated in the activities of "6. 18" of the whole category of the Jingdong clothing, and it had withdrawn from the venue due to "well-known reasons", and the price had been raised to a far higher than the market price.

At the same time, Eve, Lily business fashion, Ordos and other brands also claimed to be Jingdong's backstage lock, and involved Tmall small two asked businessmen to choose two events.

Between Jingdong and branding, there is a game figure between Jingdong and Tmall's two major e-commerce platforms.

An analyst who does not want to be named said that the head brand will increase more traffic for the electronic business platform, but the cost of obtaining the traffic is even more high. The loss of the brand and the increase in the number of new businesses will have an impact on the platform.

Cao Lei, director of the China Electronic Commerce Research Center, said that the withdrawal of a few brands from the electronic business platform will not bring fatal losses to the comprehensive e-business platform, but it will still bring negative effects to the consumers of the brand itself, the platform side and the consumers of the platform.

If the brand quit to become commonplace, it would be like the collapse of Domino's dominoes and the emergence of a few big business platforms, which will eventually affect the normal operation of the market.

Brand dependence on electricity providers low

Clothing brand exit from Jingdong may be a helpless choice, but it also reflects that Jingdong has limited market share in clothing market, and clothing brand has not yet formed dependence on Jingdong.

In most of the Jingdong's Amoy brands, the prospectus submitted by the company has been explained.

Reporters found that in the 2015 year, sales of Taobao, vip.com and Jingdong accounted for 58.49%, 36.36% and 2.58% respectively.

To a certain extent, the disparity between the three reflects that Taobao relies more on the platform.

However, from the above data, although sales account for less than Jingdong and vip.com, sales and sales of Taobao platform show a continuous downward trend. Jingdong and vip.com still split the Taobao platform.

On the whole, some consumers' high recognition clothing brands have low viscosity on the online platform.

Such as Jiangnan cloth Yi, even if quit Jingdong, remain in Tmall, vip.com and other electronic business platform flagship store, but the overall online business is not beautiful.

According to the results released in June 30, 2017, the revenue from offline outlets of self run stores and distribution outlets is 2 billion 140 million yuan, and online channel revenue is 190 million yuan. The difference between online and offline revenue is 1 billion 950 million yuan, while online channel revenue accounts for only 8% of total revenue.

Cao Lei said that in terms of objective conditions, Jingdong did not have an advantage in the field of clothing, and has been making efforts to make up for the short board. Although Tmall and vip.com have the advantage in the field of clothing, Jingdong is still an important channel supplement to brand dealers, and can expand the flow to acquire new consumers and increase the volume of pactions.

At the same time, the clothing brand touches the net already to become the necessary choice, but the traditional retailer still uses the scene under the line as the main laying, the line is only supplementary, is difficult to become the main direction.

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Risk game of single channel

Most of the clothing brands and electronic business platforms complement each other.

In Cao Lei's view, the clothing brand and the electronic commerce platform all have the flow, to some extent beneficial to the mutually beneficial development of the two sides.

On the one hand, the two sides are bound by related treaties. On the other hand, the e-commerce platform needs to expand the clothing brand to attract more traffic.

At the same time, brands need more channels to get consumers. If the brand develops only a single channel, the risk will be greater. Opening up a number of e-commerce platforms will reduce the risk of operation and will not be led by the one or two platforms.

Cao Lei also bluntly said that after the withdrawal of some clothing brands from the Jingdong, there may be some pressure on the service category of Jingdong in the short term. However, after all, Jingdong has traffic and resources. Maybe this is the opportunity for the two or three line clothing brand to take advantage of the flow of Jingdong.

The frequent withdrawal of brands, the brand itself, consumers and the platform side will be affected. The shrinking of the channels also means that the possibility of consumers' choice will be reduced, and will eventually be fed back to the relevant performance of the brand.

More interesting reports, please pay attention to the world clothing shoes and hats net.