Jingdong Is Committed To Supporting Designers In The Field Of Luxury Goods

Jingdong for

"Ambition" is being highlighted every day.

This has just come to an end.

And London Fashion week.

According to the world clothing and shoe net, during the London Fashion Week this week, Jingdong sponsored Mary Katrantzou and Huishan Zhang for the two consecutive day to participate in the London Fashion Week's official schedule. These two brands are popular brands in the rising stage of the British home market.

In addition, before the opening of the London Fashion Week, Jingdong and the British Fashion Association reached a cooperation intention: from January 2018, Jingdong will jointly promote the 2018 BFC/Vogue with the British Fashion Association.

Fashion Fund project.

In last week's fashion week in New York, Jingdong was also very active.

On the afternoon of September 11th, the international famous designer 3.1Phillip Lim 2018 spring and summer fashion show ended.

As a designer brand in New York fashion industry for many years, 3.1Phillip Lim has always had a good reputation in the industry.

And Jingdong is the chief partner of the brand and the Chinese designer Lin Nengping (Phillip Lim) jointly presented the new fashion release.

"The cooperation between Jingdong and international fashion week began in 2015, and now it has passed almost four or five sessions."

Luojia, general manager of marketing department of Jingdong mall, told reporters: "from the beginning to participate in fashion week, and then to provide a display platform for domestic designers, including cooperation with 3.1Phillip Lim, Zhang Huishan, Mary Katrantzou and other cutting-edge designers, through fashion week's appearance, we have better contact with many international fashion brands, and played an important role in helping us attract international fashion designers and brands."

Support Designer

A cowboy coat full of holes, a pure black vest down to the chest, a silver bracelet on the right wrist, a ring with a complex texture on the middle finger, and a necklace sized necklace with a necklace hanging around the neck.

Zhang Chi's founder and designer Zhang Chi appeared in front of reporters.

It seems that this is a designer who is full of personality and unfetters, but such a designer says he only recognizes Jingdong.

"We have flagship stores on the Jingdong, Tmall, vip.com and other e-commerce platforms, but Jingdong is the one who wants to cooperate further."

Faced with the reporter's question about whether he has considered cooperation with other platforms, Zhang asked, "why do I want to cooperate with other platforms?"

In fact, Zhang is just one of the fashion designers who work with Jingdong.

During the London Fashion Week this year, Jingdong as the chief brand partner participated in the cooperation of the brand Mary Katrantzou and Huishan Zhang, and its founder is also the two well-known fashion designer.

Among them, the founder and creative director of the same name of Mary Katrantzou won the seventh BFC/Vogue Designer Fashion Fund Award in 2015. It also released the new series on the 2016 autumn winter "Mercedes Fashion Week" in Beijing. The founder of Huishan Zhang, who had won the fashion award of Dorchester selected hotel group in 2013, was also awarded the BFC/Vogue Designer Fashion Fund Award in 2017.

For these designers, why did they decide to cooperate with Jingdong? "At present, Jingdong has about more than 100 designer shops, including designer independent stores and collection shops."

Wang Lijie, general manager of fashion department of Jingdong fashion department, told reporters, "we will provide preferential policies and operational guidance based on designer brand in business."

Wang Lijie said that independent designers are, to some extent, like artists, focusing more on design.

However, if we want to introduce a garment product, it also involves capital, manufacturing, marketing, sales and other intermediate links.

"In the whole supply chain construction, we will provide commercial guidance for designers, and provide our strong supply chain and factory resources to independent designers," Wang Lijie said. "Besides, many independent designers have less profitability, so we will provide some special policies, including commission and other aspects, when designers enter."

In this way, it is easy to form the effect of "specializing in the art industry".

"For example, the price of designer brand is usually two thousand or three thousand, but the larger the order, the lower the cost of flat sales. By helping Jingdong docking the supply chain and promoting the diversion of the front desk, the designer's brand clothes can be maintained at around one thousand yuan," Wang Lijie said. "This will encourage consumers to pay more attention to the related products, and the sales volume will grow very well.

This is a mutually beneficial way for both designers and consumers.

In fact, designer brand goods on the Jingdong platform are rising.

According to the data provided by Jingdong, as of August this year, the purchase of designer brand on Jingdong platform increased by 367% compared with 2015, far exceeding the 154% increase in other clothing categories.

The field of luxury goods

Apart from independent designers, Jingdong has another route in fashion: high-end luxury goods.

In June this year, Jingdong reached a strategic partnership with Farfetch, a boutique shopping platform.

According to Jingdong, Jingdong group will invest $397 million in Farfetch and become one of its largest shareholders. Meanwhile, Liu Qiangdong, chairman and chief executive officer of the board of directors of Jingdong group, will join the Farfetch board.

Statistics show that Farfetch has a sound business in China and is the preferred partner of 200 high-end luxury brands and more than 500 boutique buyers.

After this cooperation, Farfetch will still serve as an independent brand for consumers, but will cooperate with Jingdong in marketing, logistics and technology.

And after the strategic investment Farfetch, reporters learned that Jingdong will have big moves in high-end luxury products.

"Jingdong will launch an independent luxury sub station next year," Luo told reporters. "Users of consumer luxury goods are increasing day by day. Luxury has become an important benchmark for workplace women to embody personal tastes and identity.

Ensuring user experience is an important reason for us to separate luxury channel from being a sub station.

It is worth noting that, as early as in the past few years, luxury brands are still cautious about "touching the net".

For these luxury brands, on the one hand, they are worried about the damage to the brand tonal caused by the "explosion" and "discount" impression that consumers left behind by the e-commerce platform. On the other hand, they worry that online shopping is inferior to the service experience of flagship stores under the line, thus affecting the consumers' perception.

"All luxury brands are paying close attention to two points when they enter the Chinese e-commerce platform."

Wang Lijie said, "first, it pays attention to whether there are fake products on the platform. Second, we should pay attention to brand display and communication channels.

The "genuine goods" is the bottom line of Jingdong, so the threshold of entry into the brand will be lower. In addition, with Jingdong's first level entry to WeChat, the brand will also think that Jingdong's channel is very good.

So, recently, our luxury brand and the entry of international brands have seen blowout growth.

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