Jingdong Independent Luxury Business Supply Chain Running Into Deep Water Area

When the business enterprise expands the luxury brand matrix, it is striving to extend to the industry side.

In October 25th, the reporter was informed that

from

Spin off, set up as

。

At the same time,

After attracting many luxury brands,

In order to break the supply chain and industrial end.

It is believed that cooperation with luxury brands should not be restricted to the "surface business" of the store, but can be integrated into the integrated supply chain, so that the brand can reach the precise customer group with the help of the e-commerce channel.

Separate operation of luxury splits

With the change of global fashion retail structure, the field of electric business has become a new force for luxury brands.

Jingdong continues to speed up the layout of luxury goods.

As for the change of the luxury sector as a two level department in the fashion business department, Chiang Ke, vice president of strategic planning of Jingdong fashion division, explains that there is a difference between the operation of luxury brands and other fashion brands. After setting up the luxury sector, the brand resources of luxury goods will be precipitated in Jingdong.

When luxury goods set off to enter the wave of Chinese electricity suppliers, the business tycoons constantly pulled the former, while luxury brands sought a platform that matched their tonality and customers better.

Not only in Jingdong, but also in the field of luxury goods, Alibaba has signed cooperation with dozens of luxury brands, such as Burberry, Hugo Boss, Tiffany and Moschino, and has set up Tmall luxury platform Luxury Pavilion.

In fact, the accumulation of luxury brand resources is becoming the current layout of Jingdong.

The fall point.

In September this year, Jingdong announced the signing of a strategic cooperation agreement with Shandong Ruyi group (hereinafter referred to as Ruyi group), and the sub brands of Ruyi group will expand on the Jingdong line and extend the cooperation tentacles to the next line.

As early as March this year, Jingdong and Kai Yun glasses have carried out strategic cooperation. Many of the brands of Kai Yun group have entered Jingdong mall and TOPLIFE.

Jiang Ke said that Jingdong will further strengthen cooperation with luxury goods groups, leveraging brand resources in the form of group cooperation, and simultaneously ensuring the quality of commodities from the source while settling resources.

Extending industry end to identify precise users

The ability of e-commerce to deposit luxury brand resources is a test of the effectiveness of the two sides in the supply chain integration.

For example, Ruyi group has been holding many brand resources after its entry into the luxury sector with the manufacturer's identity. It has both the advantages of resources in designers, stores and channels.

However, with the rapid change of domestic consumers' demand for luxury goods, luxury goods groups are unable to see the demand trend of consumers in time, and lack of supply chain management.

But the fashion industry needs to be more precise.

Predict the change of consumption side, when the electricity supplier accumulates a large number of brand resources, it will provide more consumption data for the latter.

As the two sides merge into the supply chain, data and resources will be integrated from raw material to consumer end, so that both sides can touch up and move the precise customer group.

In order to integrate with luxury brands in the supply chain to enter the deep water area, TOPLIFE began to control the number of brands in the platform.

Ding Xia, vice president of Jingdong group and TOPLIFE business leader, told the Beijing Commercial Daily reporter that the number of brands entering TOPLIFE has exceeded 80, but the platform will control the quantity within one hundred, so that both sides can carry out "deep grinding".

It is worth noting that the demand for cooperation between e-commerce providers and brands will extend to the industry side, and the demand of both sides is to find a precise consumer group.

Ding Xia explained that the age difference between overseas consumers and Chinese consumers using luxury goods is quite different. Compared with overseas consumers, Chinese consumers who buy luxury goods are nearly ten years old, and their ages are 35 years old.

"At present, the number of luxury goods purchased by China accounts for 32% of the global market, and the purchase of luxury goods by domestic consumers is becoming more and more normal. After brand entry into the Chinese market, brand owners are more stranded in user differences."

In order to identify the precise user group, TOPLIFE began to set up a flash store in a shopping mall where customers concentrated.

It is understood that in October 18th -10 24 days, TOPLIFE and ELLE jointly limited time flash shop landing.

。

In Ding Xia's view, after the introduction of luxury brands by the electricity supplier, it still needs to continue to cultivate the market and consumers. But when consumers directly contact luxuries online, the platform will be more directly touches the precise users, and to a certain extent, dispel consumers' concerns about purchasing luxury goods on the electronic business platform.

Industrial end running in the initial stage

whether

Embracing China's electricity supplier is still on the way to a better watch, and the electricity supplier has become an important channel.

The January China Luxury Market Research Report released by Bain in January this year showed that sales of luxury goods in mainland China reached 142 billion yuan in 2017, an increase of 20% over 2016, the largest increase since 2011, and surpassed that in 2016.

。

Among them, the electricity supplier sales accounted for 9%, compared with the ratio of 6% in 2015.

"Such a huge market, luxury and e-commerce platform for precise user identification is still in the exploratory stage," Ding Xia bluntly said.

At the same time, despite the increasingly frequent cooperation between luxury brands and e-commerce providers, the integration between the two sides is still at an early stage.

In an interview with Beijing business daily, Jiang Ke said frankly that the integration of the industry needs a long run in between the two sides. When the user portrait is more accurate, the cycle of the industrial chain can be shortened quickly, so as to enhance the efficiency of the industry.

"If the electricity supplier can shorten the cycle of luxury goods in the industrial chain by 1/3, the efficiency of the industry will be increased by 30%."

Zhao Zhenying, a researcher at the National Engineering Laboratory of trading technology, told the Beijing Commercial Daily that each category of luxury electric business and the luxury platform had already formed a relatively fixed customer group, initially completed the segmentation of the market, and the brand should be diversified and younger consumption trend, so that we could have the opportunity to compete for the blank market.