Why Do Fashion Brands Choose Jingdong?

According to the world clothing shoes and hats net, October 11th, international

Brand PORTS (baozi) 2017 autumn and winter "love heartbeat" capsule series China first, Jingdong has become the only starting platform of the capsule series new product line.

In September 29th, Jingdong and

After launching the super brand together, Jingdong is in

Another movement in the field.

Liu Qiangdong, who is very much in the city beauty super brand launch day, is very much in dress. He said that clothing is the last piece of the whole category of Jingdong. In the next 10 years, Jingdong group will pour all resources to support this category.

All this shows that Jingdong's determination in fashion category.

Last class war

Why did Liu Qiangdong let go of all resources to support fashion products?

The reason behind this is, as Liu Qiangdong said, the clothing brand is the last piece of the whole category of Jingdong, and it is also the most important classification in the process of catching up with ALI.

Jingdong is home appliances 3C started, then cut into daily necessities, books, fresh and clothing and other categories.

Relying on Jingdong logistics, the status of Jingdong in household appliances and consumer goods is beyond doubt.

In the expansion of fashion category represented by clothing, Jingdong encountered fierce sniping by competitors.

The reason is that clothing occupies an important position in the whole retail system of Ali, and belongs to the fortress classification.

Related data indicate that double 11 over the past year, Tmall platform is the first to break the billion clothing brand, and sales of TOP10 brand clothing will occupy the majority, such as 2016 double 11 sales TOP10, clothing brand 4, 2015 double 11 sales TOP10 brand clothing is 6.

Therefore, clothing has become the category that Tmall must defend. It has also become the category that Jingdong must overcome beyond Alibaba, and then there is the last battle of the whole category mentioned by Liu Qiangdong.

Why fashion brands choose Jingdong

As a comprehensive platform for e-commerce, in order to make progress in a category, in addition to increasing the number of self run SKU of this category, the most important thing is to rely on its own advantages to attract more businesses of this category to enter. Let's take a look at the advantages of Jingdong.

Organizational structure: in March 2017, Jingdong split the original clothing and home business department to set up the fashion business department. Jingdong fashion has six major business departments, namely, the clothing department, the underwear and children's wear department, the sports fitness department, the shoe and luggage department, the jewelry luxury accessories department, the clock business department, and other related support teams.

Nelson, who served as the general manager of Greater China in the US Han Bai group and Ding Xia as vice president of retail research, is the head of the group.

The dress has been upgraded from the original two level business department to the first class business unit, and more resources have been tilted.

Characteristics of households: as the second e-commerce platform in China, Jingdong has a large number of users.

Jingdong reported in the 2 quarter of 2017, Jingdong annual active users reached 258 million 300 thousand, an increase of 37% over the same period last year.

But what is more important is the characteristics of Jingdong in female users and high-end users.

In May 2012, the proportion of female registered users exceeded that of men for the first time. Liu Qiangdong said that the Jingdong ended "men's world" and the user structure was going to be balanced. In 2017, "618" data showed that the number of female users who spent the first time in Jingdong reached 2 times that of the same period last year.

In the high-end users, Ding Xia, President of Jingdong mall fashion business, told reporters that the customers on Jingdong are relatively high income and educational level. They belong to customers with economic foundation and educational level, especially after 80.

The most important part of developing fashion products is women and high-income users.

Marc Boelen, vice president of strategy development, said that in the past in-depth cooperation between the two sides, Jingdong has brought new vitality to PORTS. At present, PORTS has established a new young strategy, and relying on Jingdong, a strong e-commerce platform, will surely become an important guarantee for the brand operation of PORTS brand.

Marketing and traffic entry: in recent years, Jingdong has opened the Beijing X plan in order to get more marketing and traffic entry, respectively, with Tencent, today's headlines, Baidu Qihoo 360 and NetEase to achieve Beijing Teng, Beijing, Tianjin, Jingqi and Jingyi plans.

Jingdong fashion can provide brand marketing tools such as Beijing X plan to increase brand exposure.

In addition, the Jingdong's three super projects (super brand, super category, super single product) can also provide support.

Supply chain: Jingdong's logistics capability knows that the logistics capability is the quality of shopping experience.

For those fashion brands that have just entered China and are not strong in e-commerce, Jingdong can help garment enterprises solve the problem of inefficient supply chain through customized logistics services.

For example, clothing companies can choose to enter the warehouse in Wuhan. Jingdong can pport goods to multiple warehouses in China according to the needs of enterprises, and can send them to their dealers more quickly when local distributors or consumers need them.

If the garment enterprise is located in Jingdong, Jingdong can also conduct inventory management analysis for the enterprise based on its past sales data, and formulate the optimal inventory plan.

In addition, in the distribution process of Jingdong's new luxury service platform TOPLIFE, air pport lines and Beijing Zun Da white glove services were used to achieve the exclusive flow of high-end goods from specialized warehouses, special planes, special personnel, special vehicles and private lines.

From the above point of view, organizational restructuring, user characteristics, traffic entry and supply chain are the advantages of supporting Jingdong's development of fashion categories. These advantages, if combined with the overall tilt of Jingdong resources, will bring important changes to Jingdong fashion.

How is the Jingdong doing now?

Under the tilt of many Jingdong resources, the Jingdong fashion business segment has become the core of the largest Jingdong platform, the fastest growing and the strongest new pulling capability.

Relevant data show that 40% of the new users are attracted by Jingdong fashion.

Since 2015, Jingdong has started a joint brand war fashion battlefield. New York, Milan, Paris and London have vigorously supported young designer brands.

In view of the characteristics of non standardization of designer brand, Jingdong has also introduced the crowd raising mode through its financial platform, helping designers to link up various industrial links such as capital, production, marketing, sales, forensic and auditing, so as to realize the rapid landing of products.

Ding Xia said that the current fashion category from the body size, the public funds actually accounted for a lot of body weight, from the speed of growth, personalized products are growing faster and faster.

According to Jingdong data, in the first half of 2017, women's bra sales increased by 66% compared with the first half of 2016, while the price of women's bra increased by 6% compared to the same period in the first half of the year. The sales of men's underwear increased by 59% over the first half of 2016.

According to statistics, up to September 10th, Jingdong has introduced more than 17 fashion brands including real time, Chopin and so on. At present, the number of flagship stores in Jingdong's famous fashion brands is more than 60%.

At the same time, more than 100 famous designer brands have entered Jingdong in China.

In terms of sales volume, the fashionable brands stationed in Jingdong have made remarkable achievements under the tilt of Jingdong resources.

According to media figures, the sales of Jingdong 618 urban beauty sales increased 3.5 times over the same period last year. The international clothing brand PORTS 2016 grew by 150% in January, 160% in the second half of 2016, and 200% in the first half of 2017. The sales in the first half of 2017 increased by more than 300% over 2016.

In May 18th this year, Adidas super brand day, sales reached 618 times 11 last year.

Insiders say that Jingdong has made remarkable achievements in fashion brands such as clothing by means of a series of resource slanting. But at the moment, it will still face the constant sniping of Ali, and Jingdong should not give any obvious mistakes if it fully exerts its own advantages.

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