Hu Shengli: What Kind Of Waves Are Jingdong Going To Launch In China'S Fashion Field?

According to the world clothing and shoe net, we entered the year 2018.

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Field lightning expansion.

At the end of December 2017, Jingdong jointly invested in Tencent.

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In January 4, 2018, Jingdong jointly established a joint venture with beauty and mogujie.com's parent company. In January 11th, the Jingdong set up a fashion life business group, covering the business unit of the fashion department, home life division and TOPLIFE business department, and appointed the general 3C of the original Jingdong 3C brigade business division as "group owner".

In March 14th, the mobile phone Jingdong's home page was connected to vip.com to build a super flow port. In March 15th, the Jingdong represented the electricity supplier as the 2018 BFC (British Fashion Council British Fashion Association) fashion design fund review. In March 26th, the cooperation between Jingdong and BFC was upgraded again, and the 2018 AW fashion show was held in Shanghai.

In addition, the new luxury service platform TOPLIFE launched by Jingdong in 2017 attracted more luxury brands such as La Perla, Emporio Armani, Rimowa, Trussardi and Mulberry.

Jingdong fashion business has also become the fastest growing business segment of Jingdong mall.

After a series of dazzling layout, what kind of huge waves will Jingdong set off in the Chinese fashion field? Hu Shengli, the president of the Jingdong fashion life group, who has been known as "Hu iron leg" in the 3C field because of the frequent appearance of the press conference, has finally been sounded for nearly three months.

Fashion has not changed, but times have changed.

On March 29, 2018 -30, the 2018 (twenty-third) China Fashion Forum was held in Beijing.

At the forum, Hu Shengli, senior vice president of Jingdong group and President of fashion business group of Jingdong mall, delivered a keynote speech entitled "unbounded fashion, win win win". This is the first comprehensive display of Jingdong's strategic layout in the field of fashion.

Hu Shengli believes that fashion has not changed, but times have changed. With the help of "boundless retail" in the multi-dimensional catalysis of scenes, goods and enterprises, technology will eventually lead to fashion.

Reporters learned that in recent years, China's clothing industry is in the wind and rain.

According to the China clothing association's "2017-2018 China garment industry development report", the total costcosts of China's garment enterprises increased by 0.93% over the same period, and sales, management and financial expenses increased by 2.62%, 0.95% and 16.47% respectively. The costumes of the garment industry continued to rise, squeezing the profit margins of enterprises. At the same time, garment enterprises lacked control over the key links of the upstream and downstream sectors. The development, design, production, trade, circulation, information and testing sectors had complementary advantages in operation and innovation synergy and lack of mutual support capability.

Experts believe that the only constant change in fashion is change, because the seasonal production of clothing is very strong. Therefore, judging the trend of the future has become the first lifeline of every garment enterprise, and consumer preferences are always changing.

If a garment enterprise lacks the ability to grasp the core audiences' preferences, it will lead to erroneous judgments or misjudgments on fashion trends, resulting in massive inventory squeezing and even loss of blood.

In the past, the precise insight of clothing brands or designers to consumers is more based on "experience" or "inspiration", so that clothing design and production judgment can be carried out. If deviations occur, it will never be recovered.

In fact, in recent years, the dual pressure of customer management and inventory under online and offline has led some garment enterprises to gradually fall into a low ebb. Huge losses, shuffling, restructuring and mergers and acquisitions have been staged.

Hu Shengli believes that in a new era of technological iteration, Jingdong will break through the "unbounded retail".

Jingdong customized the "unbounded retail energy solution" for the fashion industry.

The reporter understands that with the full involvement of Jingdong in the fashion industry, and with the gradual establishment of the fashion industry chain of Jingdong e-commerce platform, Jingdong based on the consumption level of "personalized demand, diversified scenarios, and value participation" and the increasingly strong technology level of "perception, interconnection and intelligence", it used to precipitate many years' supply chain capabilities, logistics capabilities, data capabilities, marketing capabilities, financial capabilities and technological capabilities, and comprehensively export to the outside world in a modular, platform and ecological way.

In the field of fashion, Jingdong aims at the four major pain points of "lack of information", "lack of space", "lack of data" and "lack of systematic tools". It has launched an unbounded zero sale energy series solution, which is "data empowerment", "store technology empowerment", "online and offline integration empowerment" and "systematized tool empowerment", which can empower the clothing industry brand.

In terms of store operation, Jingdong has been able to help brands achieve integrated management on line and offline.

Jingdong's big data capability can not only help customers open shop, but also tell them exactly what to sell, how to put the goods, how much to buy, and so on, so as to help customers maximize their space utilization and efficiency improvement; to pay technical and logistics capabilities to help customers realize seamless connection between offline and offline scenes, to achieve integration into stores, home, electronic tag, electronic shelf, traceability mirror, JOY feeding robot, and other powerful black technologies, as well as store oriented data, marketing, finance and CRM integration services, which can effectively help brands and retailers to achieve unprecedented improvement in user experience and efficiency.

Jingdong also launched four major software systems and eight hardware systems for stores to help brands and retailers realize scientific operation and management.

In the four major software systems, JD can guide store management, inventory management, online shopping mall and membership management. Smart selection system can help store accurately select, select and select goods to achieve precise marketing. Offline data visualization compass can identify new and old customers and their browsing paths, provide basis for further optimization management of stores; intelligent advertising and marketing system can realize electronic and automation of shopping process and improve user experience.

The eight hardware systems can provide a comprehensive one-stop solution support for the 8 links of daily operation, such as cash register, security, office, monitoring, marketing and data analysis.

In the process of commodity management, Jingdong creatively put forward an unbounded retail solution based on the one-stop management of commodity life cycle, covering all aspects of prediction, innovation, inventory and clearance.

First of all, Jingdong can predict consumers' preferences for clothing and other products in terms of color and style in a timely and accurate manner. Secondly, in the new link, Jingdong can not only invocate internal and external resources, help brands realize the online, offline publishing and linkage marketing of new products, but also provide accurate marketing service support based on big data; furthermore, it can help stores achieve unified management of full channel inventory and provide strong and efficient logistics support under Jingdong logistics system; finally, in the clean tailing link, the real-time consumption data updating and one-stop management platform of Jingdong can also provide effective decision support to store managers.

In terms of consumer shopping, Dr. Zhou Bo Wen, head of Jingdong's AI platform and research department, put forward the "AI+ fashion" solution.

Jingdong can make use of artificial intelligence to let enterprises and consumers interact with each other. Consumers who have been passively accepting fashion messages will also have the opportunity to choose and decide their own fashion trends through AI. AR technology can also help consumers break the scene limitations, users can directly try on the website, really have a fashion matching space with personal style, and realize the WYSIWYG consumption.

Open ecological cooperation and win win the best era

As a well-known B2C business enterprise in China, facing the frantic layout of the big business platforms, and through the fierce competition of innovation pformation and team cooperation to seize the market, Hu Shengli solemnly promised to everyone at the end of the sharing: "Jingdong and Jingdong fashion will resolutely carry out the idea of" forever humble, do not do evil, seek win-win "concept, Jingdong is willing to grow together with all partners, win win cooperation!

For the clothing industry, "this is the worst era": China's apparel industry has gone through decades of demographic dividend, and is facing the problems of demand differentiation, complex operation and management, backlog and other issues. But "this is also the best era": consumption upgrading, technical assistance, and fashion awareness gradually updated.

The era has changed, the same is the fashion, and the Jingdong has always been the "quality business" positioning and "the right way to success."

Hu Shengli said that Jingdong will continue to understand the profound changes in clothing and fashion industry, and use a more mature and unbounded retail solution to help garment industry break through many difficulties such as management and inventory, and effectively realize the scientific operation and management of online and offline industries, so as to endow the garment and fashion industry with unlimited growth and vitality and pform the "worst times" into "the best times".

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