Analysis Of The Reasons For Jingdong'S Overweight Clothing Layout And The Secret Behind The Exit Of Many Brands

According to the world clothing shoes and hats net, recently,

Overweight

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Clothing category "contention".

Meanwhile, in the past month, more than 40 clothing brands including Han dresses, Jiangnan Buyi, Taiping bird, JEANSWEST and GXG have been withdrawn from Jingdong, triggering heated discussions in the industry.

In this regard, the China Electronic Commerce Research Center released a quick review of e-commerce, analyzing the reasons for Jingdong's overweight clothing section and the secret behind dozens of famous clothing brands from Jingdong.

Hot spot 1, Jingdong hand in hand BFC overweight clothing category

With China becoming the second largest consumer market in the world and the growing interest of Chinese consumers in British fashion, Jingdong joined the BFC.

The cooperation between the two sides will be officially launched in January 2018. In addition to sponsoring the winners of the 2018 BFC/Vogue Designer Fashion Fund in collaboration with BFC (British Fashion Association), Jingdong will also provide a platform for designers to provide convenient online access to Chinese consumers, provide intellectual property protection for their clothing brands in the Chinese market, and provide a full range of business support for designers through a series of services such as marketing, distribution and after sales.

[expert comments]

Cao Lei, the director of the China Electronic Commerce Research Center and the expert committee of the China clothing association, said that the reasons for Jingdong's overweight fashion fashion are mainly as follows:

1, clothing is the first category of e-commerce, and it is one of the highest sales categories in the entire electricity supplier industry.

According to the 2015-2016 annual report on China's clothing industry, released by the China Electronic Commerce Research Center, the scale of clothing online shopping market in 2016 was 934 billion 600 million yuan, and the penetration rate of online shopping reached 36.9%.

In addition, according to Jingdong's data, 2017 Jingdong's performance in fashion festivals doubled in 618 years, and sales increased 413% over the first hour. The number of orders exceeded 6 million 140 thousand orders, and the total number of goods sold exceeded 10 million.

2, "attack" the starting category of Ali.

The clothing category is the starting point of Ali (Taobao, Tmall).

Jingdong constantly keeps up with the fashion fashion section, and has a tendency to "win by weakness", just as Jingdong used to "topple" the weaker book block.

At the same time, Jingdong's clothing section through this cooperation, can also better show the Jingdong clothing section "people have I have, people have me excellent".

3, Jingdong platform itself has the advantage in developing the fashion section.

The advantages of Jingdong platform can be summed up as three points. First, user groups are: users of Jingdong platforms belong to high-end customers, and have the ability to purchase fashionable products at home and abroad; second, the proprietary system ensures product quality and after-sales service; third, logistics network: at present, Jingdong logistics has 5 networks, including small products, fresh cold chains, large household appliances, rural logistics and crowdsourcing logistics network, that is, as long as consumers buy products on Jingdong platform, they can deliver goods to the consumers quickly and efficiently by means of their logistics network.

Hot spot two, Jingdong "star brand" project to create local brand.

A month ago, Jingdong group launched the "Jingdong preferred Zhejiang star brand" project in Hangzhou. The project has been strongly supported by the relevant departments of Zhejiang province. The project selected 100 local enterprises in Zhejiang in the first phase, focusing on clothing and household products, providing 100 days precise service and creating Zhejiang star brand.

There are many local fashion brands in China. In recent years, many local fashion brands have risen vigorously.

On the whole, consumers' overall acceptance of Chinese brands is getting higher and higher. But at the moment, consumers still have stereotypes about Chinese clothing brands, and there are also some deviations in their understanding of China's fashion status.

In March 2017, Jingdong announced that the original clothing and home business department was split up, and the fashion business department was formally established. Under the jurisdiction of the Department of clothing, the Department of clothing, underwear, children's wear, sports and fitness department, shoe and luggage department, jewelry and luxury accessories department, clock business department and other six business departments and related support team.

At present, the business sector has become the largest Jingdong, the fastest growing and the most powerful core pulling category. 40% of the new users are attracted by Jingdong fashion.

[expert comments]

Yu Simin, assistant analyst at China e-commerce research center, said that the development of Chinese brand touches has gone through four stages from non brand development to Internet brand based on "Amoy brand" and then to traditional brands, and finally to overseas brands.

In recent years, the major Internet brands, overseas brands and luxury brands have seized the "highland" of Jingdong, Tmall and other electronic business platforms to expand the market and develop rapidly. Domestic brands, especially the local brands in Zhejiang, are naturally unwilling to lose money.

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Yu Simin, assistant analyst at the online retail department of the China Electronic Commerce Research Center, believes that the news conference on the launching ceremony of the project is next to West Lake, Hangzhou. It appears to be more "delicate" and has the flavor of Alibaba "West Lake sword".

As we all know, Hangzhou, Zhejiang is the headquarters of Ali group. The headquarters of Alibaba B2B and rural Taobao and fast selling are set up in Hangzhou Binjiang District, Taobao and Tmall headquarters in Xixi Park of Yuhang District, Ali Yun set up the new building in Hangzhou Xihu District's turn pond and ant gold clothing headquarters, and located in the west of Hangzhou Xihu District.

In the two years, the high profile entered Beijing and set up a "double center".

In recent years, Jingdong has been constantly laying out Zhejiang, and has built an important logistics section of the new "Asia 1" in Hangzhou's "doorway" of Ali. Even Jingdong's choice of activities is Zhejiang brand, and intends to attract Zhejiang local brands to Jingdong platform.

No doubt, this move has the intention of "copying" Ali's "backyard".

Hot spot three, clothing brand "collective disappear"

According to the monitoring of China Electronic Commerce Research Center, within a month, more than 40 clothing brands including Han dresses, Jiangnan Buyi, Taiping bird, JEANSWEST and GXG were withdrawn from Jingdong.

Most of the manufacturers concerned did not respond to the specific reasons for closing the store, mostly with "strategic adjustment" and "business adjustment".

For the clothing business group closed shop, Jingdong said, according to its two quarter earnings report, GMV, net income, active user number and other key indicators increase is higher than the industry average level, the platform is still in the fast rising channel.

In addition, the Jingdong also stressed that there has been no regulation on clothing businesses in recent years. On the contrary, preferential policies have been introduced to give businesses support in many ways.

[expert comments]

First, businessmen are forced to choose two.

Zhao Ying lawyer, a research fellow of the China Electronic Commerce Research Center and Beijing Zhi Lin law firm, believes that businesses are unwilling to stand in line.

For businesses, e-commerce platform is its sales channel, the more natural distribution channels, the better choice of which channel is the autonomy of its operation, "two elections one" to restrict its sales channels will inevitably affect its business interests.

In fact, we also see that many businesses are openly reluctant to stand in line, unwilling to fall into the difficult choice of "two choices".

Fang Chaoqiang, a research fellow at the China Electronic Commerce Research Center and lawyer of Beijing Ying Ke (Hangzhou), believes that the "pinch rack" of e-commerce platform should not let consumers suffer.

The "two election one" of the electronic business platform is not a news item. The provisions of the eleventh regulation on the management of network commodity and service centralized promotion activities expressly prohibit such behavior: the organizers of network centralized promotion shall not violate the provisions of laws, regulations and rules such as the antimonopoly law, the anti unfair competition law, and limit or exclude the network centralized promotion operators in the platform to participate in the promotional activities of other third party trading platform organizations.

Point two, "put eggs in multiple baskets".

Cao Lei, director of the China e-Business Research Center, said that the platform is an important entry for merchants to obtain traffic, users and sales volume.

As a matter of fact, under the background of the traditional retail trade and the growth of the channel under many brand lines, these businesses should remain in the Jingdong.

Because of the increasingly fierce competition in the online apparel industry, it is not ruled out that the third parties will exert pressure on the Jingdong platform to exit the platform.

Traditional brands, especially clothing brands, embrace the electricity supplier is the trend of the times.

On the one hand, the enterprises should rely on the third party platform to borrow the boat to go to sea. They should also put eggs in multiple baskets and cooperate with many platforms to reduce risks.

Point three, we should stop "quit" in time.

Cao Lei also said that such withdrawal behavior has seriously affected the healthy development of the industry.

On the one hand, this behavior has done harm to consumers, businesses and platforms.

There is a choice for consumers and businesses, and for platforms, the number of brands on the platform is directly reduced.

On the other hand, if the exit behavior is not stopped in time, it will be possible to form a Domino effect, which has hurt the whole industry and even the capital market.

At the same time, some industry commentators say that Jingdong is one of the most famous e-commerce platforms in China, which has a considerable impact on the business behavior of consumers and consumers' independent purchase of goods.

The reason why many famous fashion fashion brands have been withdrawn within a month is that they can not be explained by the wording of "strategic adjustment" and "business adjustment".

This is likely to be an abuse of market dominance by monopolistic e-commerce platforms.

It is hoped that the relevant regulatory authorities should not turn a blind eye to the matter and should conduct investigations in a timely manner so as to enable the involved enterprises to bear legal liabilities.

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