Four Fast Fashion Full Line To Open A Small Program Wechat Ecological Subversion Ali Electricity Providers Need Several Years?

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At the end of April, the world's four most famous fast fashion brands, Zara, H&M, Uniqlo and Gap, had already opened a small program. In view of the different relationships between the four brands and Alibaba, and their respective Chinese strategies and self assertion, the number and function of the four brands were also different. But at least we could see that no brand was willing to undertake the regrets that could not be brought about by the small program. Therefore, it is easy to judge that once the small program can make the four brands taste the sweetness, the retail base of Alibaba may be avalanche collapse.

In fact, in addition to the four fast fashion brands, the leading companies of the vertical industries such as Hai Lan home and urban beauty began to join Tencent in accepting the investment and embracing their procedures recently. This is not only the result of the "two choice" but also a certain degree of division. Alibaba is in the limelight in the competition with Jingdong, but in the competition with Tencent, it has to be forced to bow down.

Compared with more than 1 billion of the users, and the whole Chinese people have basically been inseparable from WeChat, Alibaba does not have any "weapon" that can be used to fight with WeChat. On the contrary, Alibaba's Tmall, Taobao, Yintai representative retail, financial services represented by ant gold clothing, Youku potatoes represented video entertainment and fast-growing cloud, Tencent has the corresponding "weapons" or investment "army" and one battle.

When WeChat could not be killed by the Alibaba, it would have the opportunity to swallow all the Alibaba. Of course, the most important thing is to swallow the heart of the Alibaba and the crazy blood machine.

China's strategy for the four fast fashion brands under the small program

Before analyzing the outcome of the macro game, the traditional retail brand is still the cornerstone of the online retail industry, and the four fast fashion brands play an exemplary role than any local brand in China, especially the Uniqlo, which is currently the first sales in the Chinese market.

The four fast fashion brands now have self operated electric providers and Tmall stores in China, and Gap and Uniqlo have opened Jingdong stores, but both have been closed.

The Uniqlo Jingdong store opened in April 2015 and closed in July. The 3 months of cooperation between the two sides were aborted.

Anecdotal rumors that Ma went to the Uniqlo shop in Jingdong to visit Ryui Masa, a fast selling boss in Japan. The middleman was Softbank Sun Zhengyi.

Three party interests are implicated. Softbank is a major shareholder of Alibaba. Ryui Masa is a member of Softbank's board and is also Sun Zhengyi's oldest brother and old friend.

Uniqlo Jingdong's interest in opening a shop is not only Tmall's being diverted to a customer, but even worse, Tmall's banner may be "mutiny".

Uniqlo is the permanent champion of Tmall's "double 11". The Jingdong's influence and demonstration role may be the level of nuclear explosion.

In the end, Alibaba successfully let Uniqlo "exclusive" and make Tmall the only third party platform in China.

The cooperation between Uniqlo and Jingdong was once the highest specification.

This small episode seems to have a huge impact on the competition between Tmall and Jingdong today, so that Jingdong can not catch up with Tmall directly.

From the recent quarterly bulletin of Jingdong and Alibaba, the GMV of both sides began to hang upside down. When Uniqlo Jingdong opened shop and withdrew from the store, the clothing business of Jingdong rose rapidly, and the growth of GMV was faster than that of Tmall. At the same time, many large giants such as Lu Xun, SF, Unilever and so on were stationed in the market, of which Tmall was the one who abandoned Tmall.

In the 2014-2015 year, when the two companies were most strained and anxious to compete, they condemned each other today's constant "statement". At that time, Alibaba and Jingdong almost used up the worst and dirty means to criticise each other, just like two small companies who were wrestling in the sewer.

In 2014, "double 12" promotion, Jingdong and Tmall played the word game on the front page of their respective clients. They used "refuse to fake goods, do not play tricks" and "really cheap," or "dog" satirize each other's "cat" and "dog".

In the latest official statements of Jingdong and Alibaba, although the "cat and dog" war has been further upgraded, the strength and weakness have actually been downgraded.

The Alibaba has passed a statement by Tmall, suggesting that "an electric business" is a "porcelain competition". Jingdong founder Liu Qiang Dong and chief financial officer Huang Xuande have been Frank in the past two quarters of the financial reports. The exclusive cooperation between a large number of clothing brands and Tmall has caused a serious blow to Jingdong's clothing business.

In addition, in order to promote the growth of GMV, Jingdong has stepped up its platform business, and now the "fake" problem that once cloudied Alibaba has become a shadow of Jingdong. No matter the recent fake Moutai, the 66 incident or the previous Gucci glasses, every time it has aroused great concern from the public opinion, and more importantly, even so, the GMV growth rate of Jingdong is far slower than Tmall's.

The most absurd scene in China's electricity supplier history

In 2017, "618", Jingdong further lost Gap and made it want to develop vigorously.

Business is stagnant or even retrogressive.

As an American brand, it has grown in the Amazon environment for a long time. It knows the strong relationship between platform cooperation and competition. Gap is the online business launched by three arrows in China. It is self operated, Tmall and Jingdong.

Finally, in October last year, Gap compromised more users and larger traffic from Tmall, and the company withdrew from Jingdong.

From then on, the four fast fads and Jingdong are fading away.

As for Zara and H&M, after a period of self employment, they found that China's national conditions were different from those of the mature markets in Europe and America. Finally, they joined Tmall and opened online stores, of which H&M had only just joined this year.

No matter from brand appeal, traffic and GMV growth, Alibaba's platform business in China has no rivals at present, and Jingdong, once a direct competitor, basically has no ability to fight back and any possibility of surpassing.

As for why Jingdong lost its ability to catch up with Alibaba, it is not within the scope of this article.

Alibaba does not see any rivals in the platform business. However, there are a large number of players in China's platform business. Besides Jingdong and vip.com, the most recent concern is definitely a lot of spells. There are also small red books, beautiful mogujie.com joint, and suning.com which have to be mentioned but are usually ignored.

A market has so many large platform players, that is, the largest retail market in the United States has not appeared, the United States market, apart from Amazon, eBay, there are only a few large platform players, more brands or companies self operated electricity providers, such as walmart.com, macys.com, gap.com.

Many people may sum up the special electricity market in China, and Alibaba will form a huge closed loop, enabling consumers and businesses to develop a habit of dependence.

However, in the US, there is also a huge Amazon, which is even more powerful and deterrent than Alibaba in terms of the retail industry. But the brand and the company's self operated e-commerce are also thrived, and finally they have seen the harvest since the end of last year.

The special situation of China's electricity supplier industry is more likely to summarize the scale and demographic dividend of the apparel industry.

China's apparel group, which sells 10 billion yuan a year, can count it over, so large scale investment in the electricity supplier has become completely impossible. This will not only weaken the profitability of the company, but even drag a company into the mire.

In the past, the US and Lido tried to conduct their own business, but the results were very bitter.

In China, the brave may not only gain applause but lie on the ground to avoid the inevitable steps. The industry's ridicule for the United States and BELLE is one after another.

This is, of course, a kind of sadness. When we have no say in the "two choice" environment, I believe there is more or less the feeling.

Liu Qiangdong also talked about this in a telephone conference of 1Q analysts, saying that Chinese brands would be more willing to explore new ways under oppression.

Chinese

Of course, brands and companies will not be willing to accept the higher and higher costs of Alibaba. They are just angry, because all their efforts are finally turned into growth and profit of Alibaba, no one wants to.

Therefore, the appearance of WeChat has given the brand the true dawn.

It is not just the values and personality that Tencent and Ma Huateng have reshaped in the past 7 years, making Tencent the greatest, most respected and trustworthy company in China. At the same time, there are also huge flow tools and willing and committed win-win strategies.

After the Jingdong can only win the cooperation of two fast fashion brands, WeChat's small program will easily usher in the four fast time brand's comprehensive entry.

Gap has no doubt that the sales function of the small program has been opened, and a small selection program has also been opened outside the regular small programs. Zara's small program is also self-contained, and its embrace of WeChat's strategy and brand are as keen as that of China's self changing online strategy.

Uniqlo although there is no sale of small programs yet, it is inevitable that it is only a matter of time.

In the second years after the withdrawal of Jingdong, Uniqlo, in 2016, had a "sell out" event in "double 11", which led a large number of Tmall customers to the offline stores to promote the "C2C" service.

H&M's online strategy in China is relatively conservative, but it has set up two social oriented small programs.

One side is Alibaba, the other is Tencent. On the other hand, it is the online department store mode that receives money marketing and commission mode. On the other hand, it is the independent flagship store mode with independent operation and independent development, and the four is fast.

Obviously, we have climbed to the top of the wall, waiting for the further development of sales small programs and the acceptance of WeChat users.

Social networking is not just a lot of business and micro business, in fact, the real social type of electricity providers need to squeeze more and more businesses out, at least become the niche of WeChat eco business.

The trust between WeChat friends, group and friends circle is relative to the pure electronic business platform. The conversion rate is high or not.

The special circumstances of demographic dividend are not only with the outbreak of smart phones, but also reduce the cost of infrastructure in the electricity industry. Workers who come out of sweatshops and go on motorcycles without turning around become robots like couriers.

Trump may not know the true situation of Chinese couriers when he condemns the US Post's concessions to Amazon, but the use of demographic dividend is "need to repay", and the status quo of manufacturing industry moving south is "prophet".

A screenshot of Feng Guo Lan's article in Hongkong economic daily (photo from Hongkong Economic Daily Group's mainland website)

In April, an article written by Li Feng chairman Feng Guoguan of Hongkong economic daily was very interesting.

There was a recollection that Feng Guoguan recalled the experience of cooperation between Li Feng Logistics president Peng Yao and the mainland logistics giant. The mainland giants believed that Li Feng should lose half of its logistics and then "cut leek" on the stock market.

The above experience is a comparison between "old economy" and "new economy". Compared with Hongkong entrepreneurs and mainland entrepreneurs, of course, the "old stock" of Hong Kong stocks may be more unbearable than that of the mainland, including some traditional retail stocks.

But in general, Hongkong retailers are more pragmatic. They will not pursue the scale of e-commerce, but also pay more attention to profits. Unlike more mainland businessmen, they will be able to shout hundreds of millions of e-commerce scale.