Has Jingdong Entered The Fashion Circle?

According to the world clothing shoes and hats net, in recent years

Huge investment

But is Jingdong's ambitions and its operation?

Brand strength match?

00 Shanghai, China - entering the 2018, Jingdong's fashion layout is more frequent.

At the end of last year, the independent luxury business platform Toplife, not long ago, held a media conference in Shanghai World Expo creativity show, announced that it would welcome the four brands of Chanel group's Barrie, Mulberry, Oscar de la Renta and Anteprima.

Last month, as one of the partners and judges of the British Fashion Association BFC/Vogue Fashion Designer Award, Jingdong chose the 2018 autumn winter series for Huishan Zhang, Rejina Pyo and Le Kilt in all six designer brands selected for the 2018 grand prize final.

For BFC, "with Jingdong as partners, we can integrate the expertise of BFC/Vogue Fashion Fund to penetrate the Chinese market in the best possible way.

This cooperation can support outstanding new designers. Jingdong can provide a more diversified stage to guide designers to take the first step in the development of the industry, help them enter the Chinese market and protect their intellectual property when they develop their business. "

BFC CEO Caroline Rush said.

Through joint international efforts, Ding Xia, vice president of Jingdong group and President of International Business Development Department of Jingdong fashion lifestyle group, told reporters that Jingdong will bring more consumers' favorite designers to China to meet the needs of Chinese consumers for international fashion trends.

In the future, Jingdong will continue to take part in the front-end of design and industry support to play an important role in promoting the upgrading and development of the global fashion industry.

But the bigger beneficiaries may be the lack of fashion genes and the Jingdong based on 3C, which is "computers, communications and consumer products".

Its group is seeking to enhance fashion reputation and strive to pry open the door of fashion circles.

In recent years, Jingdong has invested heavily in the field of fashion.

In August 2015, Jingdong mall adjusted its organizational structure. The clothing and home business division was one of its newly established four major business divisions (the other three departments were 3C, household appliances and consumer goods), and managed the POP platform related business of the original third party merchants.

In January 2017, Liu Qiangdong, chairman and chief executive officer of Jingdong group's board of directors, announced in the internal mail that the former 8 major departments were reorganized into 3 major business groups, namely, the big express, the electronic entertainment group and the fashion life.

In March 2017, Jingdong mall set up the Department of fashion and home affairs.

In June 2017, Jingdong invested $397 million to invest in Farfetch, a luxury retailer in Britain.

Jingdong is more and more obvious in the field of fashion and luxury goods.

But compared to the existing third party e-commerce platform, Alibaba group is still far above the volume of Jingdong.

At present, Ali's fourth quarter report shows that the annual active customers of China's platform reach 466 million, while Jingdong's 2017 annual earnings as of December 31, 2017 have recorded 292 million 500 thousand of the total number of active users in the whole year.

In spite of one step, the growth rate of Jingdong's active users is 29.1%, and we can expect more development in the future. But for many clothing brands, Tmall is still the first choice for consumption and the largest traffic entry.

During last year's Jingdong "618" promotion campaign, the main brands of "naughty brand", such as Han Du Yi house, Taiping bird and Jiangnan Buyi, were selected by Tmall and Jingdong's "two choice one" team.

The Tmall luxury Channel Luxury Pavilion, which is almost the same time as Jingdong's Toplife, is more focused on the front-end shopping experience.

Jingdong, an independent app for Toplife, has also proved that to break through in fashion, we must pay more attention to experiencing sensory breakthroughs.

The bigger challenge facing Jingdong is how to reverse consumer psychology.

At present, Jingdong, which still has the largest number of male users, needs to push forward the "fashion" operation more vigorously, in order to change the mindset of people who are the majority of their male consumers and purchase home appliances instead of fashion consumption platforms.

Back to Jingdong and BFC, the cooperation between the two sides will be officially launched in January 2018.

In addition to co sponsoring the winners of the 2018 BFC/Vogue designer fashion fund with BFC, Jingdong will also provide a platform for the 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.

Jingdong said it has launched a dedicated designer channel, and Ding Xia said: "Jingdong will continue to focus on the designer support plan and maintain long-term and stable cooperation with BFC/Vogue.

For this year's BFC/Vogue Designer Fashion Fund winners, Jingdong will tailor a series of brand development plans for them.

On the eve of the 2018 autumn and winter fashion week in Shanghai, Jingdong supported three other Chinese designers, Chen Xuzhi, Wang Haizhen and Lucien Wang, who also held a static display in Shanghai.

In addition, the real designer draft show "fashion master" jointly produced by Jingdong and CCTV was broadcast on the financial channel in early April.

The program is currently broadcasting two episodes, focusing on Oriental and Chinese elements. The first set of reviews includes Zhang Yu, editor in chief of Vogue dress and beauty, Guo Pei, a senior designer, and Vivienne Tam, a Chinese designer.

Fashion education in the public sector may be able to pry through more customary ways of ordinary Chinese people.

In addition, what can Jingdong bring to the fashion industry? In terms of the development of designer's brand, especially in the development of Chinese market, the industry authority like BFC or CFDA is still a minority of business support because it is still a non-profit organization.

In the fashion industry, it is believed that "change is eternity". The quick adjustment strategy after trial and error is the way to deal with BFC.

As Janico Preston, director of communications at BFC points out, "this is a process to diagnose the pulse at any time.

As brands continue to grow, our support for them will change and there will be many challenges.

But as a brand incubator, we do more than show, career guidance and provide a small amount of capital.

After the establishment of designer brand, relatively insufficient early stage and larger volume of funds, distribution channels and exposure may be the biggest space for Jingdong to play.

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