Fight For International Fashion Discourse, Jingdong Fashion Wins London Fashion Week

Competition for international fashion discourse is becoming clearer.

Two years later, Jingdong, the ambitious designer of the fashion business, "took" London.

The domestic electricity supplier giant Jingdong recently signed a three year strategic agreement with the British Fashion Association British Fashion Council (BFC), announcing that it became the only retail partner in China in London Fashion week.

According to the strategic agreement between the two sides, in the next three years, Jingdong will work with BFC to open up the fashion industry chain and establish a "mutualism" platform for high-quality designers, global brands and fashion resources at home and abroad. While helping Chinese brands to go global, it will provide the international new designers with convenient online access channels for Chinese consumers.

BFC chief executive Caroline Rush said Jingdong is the most trusted partner of BFC.

This BFC and Jingdong signed a 3 year strategic cooperation agreement to better enable the world's top independent designers to join hands with more fashion brands, which will have a profound impact on industrial upgrading, cultural exchanges, talent integration and intellectual property protection.

According to AI media consulting iiMedia Research 2018 China retail report shows that in 2018, the number of China Mobile electricity supplier users reached 510 million, and 2019 is expected to grow to 550 million people, with huge consumption potential.

AI Moore Polaris monitoring data show that Jingdong high-income group compared to other B2C business platform more, with monthly income from 5000 yuan to 10000 yuan revenue the largest number of users, accounting for 30.15%, Tmall 3000 yuan less than the monthly income of the largest number of users, accounting for 30.30%, vip.com 3000 to 5000 yuan income the largest number of users, accounting for 33.18%.

This means that Jingdong consumer groups have a strong consumer capacity for luxury fashion products, and the potential in the fashion sector remains to be explored.

From the initial condemnation of no fashion gene, Jingdong has constantly broken stereotypes, realizing its fashion ambitions in a unique way, from competing for luxury brands to the four fashion week, which represents the fashion discourse power, and then to the designer's support.

Seize the London stronghold

The three year strategic agreement is undoubtedly the Jingdong's victory in the four major international fashion capital London.

Since 2015, Jingdong has been trying to enter the fashion market through the four fashion week.

From the beginning of 3C fashion to the fashion conference and the change of the way of thinking, Jingdong fashion is gradually exploring the way of communication suitable for female consumers and fashion discourse system.

In 2017, Jingdong and British BFC and the United States CFDA reached strategic cooperation respectively, while fighting for London and New York, and winning the key city on the road to fight for international fashion discourse.

In September of the same year, the Jingdong co operated with British designer Mary Katrantzou, as well as the Chinese British designer, Huishan Zhang, for the 2018 spring and summer fashion show, and co hosted a cocktail party with the BFC/Vogue Designer Fashion Fund.

Taking this as a starting point, Jingdong has made London an important stronghold and gradually deepened its cooperation with BFC and designer brand, thereby expanding its global reputation.

In March last year, Jingdong launched the 2018 autumn and winter fashion new releases for the 2018 BFC/Vogue Designer Fashion Fund's designer Huishan Zhang, Le Kilt and Rejina Pyo in Shanghai. It also combined with Chinese fashion designers Chen Xuzhi, Wang Haizhen and Lucien Wang to create "design quality" static exhibition.

In May, BFC/Vogue Designer Fashion Foundation announced the ultimate winner of the 2018 designer Molly Goddard.

Jingdong, the only Chinese representative of the BFC/Vogue Designer Fashion Fund jury, will introduce it to Chinese consumers through platform resources, and will launch more collaborative projects with original designers in the future.

In the 2019 spring summer September London Fashion Week, Jingdong fashion also held 2019 spring and summer fashion show and static exhibition for Huishan Zhang, designer Li Xiao's Xiao Li, designer Chen Xuzhi's XU ZHI, and released the latest series through JDesigner Boutique platform.

While supporting Chinese designers to enter the international fashion week, Jingdong and BFC are also accelerating the entry of international designer brands into the Chinese market.

Also in September, Jingdong announced that it would sponsor the BFC/GQ Designer Fashion Fund, excavate and train talented designers of new fashion men, and help designers of BFC/GQ designers to enter the Chinese market.

Ding Xia, chairman of the British Fashion Association's men's wear and editor of the British edition GQ magazine, Dylan Jones, chief executive officer of the British Fashion Association Caroline Rush and vice president of Jingdong group, and President of the International Business Development Department of Jingdong mall fashion home platform business group, signed a memorandum of understanding to confirm funding, guidance and other cooperation opportunities to bring the finalists into China successfully.

During the 2019 autumn winter London Fashion Week this month, Jingdong continued to cooperate with XU ZHI to help the latter enter the London Fashion week to create a theme static exhibition, release the XU ZHI 2019 autumn winter series, and for the first time launched the men's wear works.

The series is also the third XU ZHI jointly released by Jingdong fashion. After that, XU ZHI will launch the brand special capsule series through Jingdong mall in the summer of 2019.

Compared with the more intense competition in New York, the Jingdong laid a more solid foundation in London in 2018.

In a sense, London has become a base for Jingdong to radiate the European fashion market, and also pave the way for its future influence in Europe.

In January 17th, Jingdong joined the trend brand CLOT in the Paris fashion week as the sole official partner, and hosted the 2019 autumn winter series "Out of This World" theme exhibition in Saint Fiacre Gallery.

Meanwhile, the official flagship store of CLOT officially entered the Jingdong platform in January 18th.

Jingdong fashion's next ambition seems to have been revealed for the first time in Paris fashion week.

The strategic significance of constantly exploring the depth of cooperation with international fashion resources is almost obvious.

In an exclusive interview with Hu Shengli, the senior vice president of Jingdong group and the chairman of the Jingdong mall fashion home platform business group, he thought that the logic of Jingdong fashion from public clothing to international fashion and even luxury goods is actually very simple. "Whether we can win the right to speak is determined by strength. We prefer to grasp and lead the fashion trend. Only in this way can we grasp the future of our business.

Jingdong has done this in the past, and now it has enlarged this practice even more.

First, look at trends, grasp trends and lead trends.

Only in this way can we satisfy young, fashionable and fashionable consumers, which is what the fashion retail platform should do.

Create two-way channel for pporting resources

It is worth emphasizing that the long-term strategic cooperation between Jingdong and BFC is not only an important manifestation of gaining international fashion discourse power and enhancing international influence, but also removing obstacles from a more practical level for the purpose of redistributing the industrial chain.

This strategic cooperation is part of Jingdong's strategy of "going global" and "bringing in".

Based on the strategic cooperation with BFC, Jingdong fashion will lead the Chinese brand to "go out" to shine in London Fashion Week, give full play to high-quality designer resources, upgrade and upgrade the brand business from the source of supply chain, create a more fashionable, young and international fashion trend, and provide opportunities for Chinese and Western designers to display themselves and exchange learning.

In addition, Jingdong will invite BFC's high-quality designers and domestic quality designers to cooperate with global brands to create a designer joint name, which will shine brilliantly during the fashion week.

In terms of "import and export", Jingdong will provide platform for the international cutting-edge designers to provide convenient online access to Chinese consumers, providing full range of business support for the expansion of their clothing brands in the Chinese market, such as intellectual property protection, marketing, distribution, after sale, and so on, bringing more personalized and diversified fashion to Chinese consumers.

Therefore, Jingdong hopes to create a two-way channel to promote the circulation of fashionable resources, which is to change the traditional fashion industry chain from structure.

Starting from the design of the upstream industry chain, we will truly open up three circles of outstanding designers, brands and the Chinese market at home and abroad, and implement a set of supporting plans from design to production to market launch, and rearrange the fashion industry from the source of supply chain.

Hu Shengli said, "the United States and the United States, fashion without borders" is the cooperation concept of Jingdong fashion. Through cooperation with BFC to build a platform for the exchange of fashion culture at home and abroad, Jingdong is opening up a two-way channel between international fashion industry and China's fashion industry, making fashion the world's common language.

This means that the international fashion competition is not the one dimensional embodiment of Jingdong's fashion ambitions. It is parallel with the further enhancement of the infrastructure construction of Jingdong's domestic e-commerce platform.

Earlier known as "3C iron legs" and "hard to kill" scholars, Hu Shengli, President of Jingdong 3C division, frequently appeared before major mobile phone conferences. Last January, he was appointed the president of the fashion business group of Jingdong mall.

Over the past year, Hu has spent more time improving the infrastructure of Jingdong's fashion platform.

Hu Shengli revealed to fashion headlines earlier that he saw 1.5 businesses a day, ranging from luxury brands, domestic first-line clothing brands, waist brands, bulk goods businesses to tail brands, and so far he has contacted hundreds of businesses.

He believes that only in this way can we have a comprehensive understanding of 360 degrees so that we can make the right decisions.

We attach great importance to the behind the scenes construction which is easy to be ignored. It is the key that Jingdong started and broke through from the 3C field. The construction of the fashion business ecosystem has also continued this way.

What's more, Hu Shengli knows that the complexity and scale of the fashion business is not the same as that of 3C. The number of fashion businesses is unprecedented, SKU is huge, and the content marketing ecology is even more uncontrollable.

Therefore, in addition to the mobile phone Jingdong's home page access to vip.com to build super traffic port last March, Hu Shengli focused his work on the May business conference and August fashion conference.

In May 9th, Hu Shengli took the lead in organizing the strategic launch and Partner Conference of Jingdong fashion department. For the first time, it elaborated the strategic direction of the Jingdong fashion department for the first time, and announced the five core strategies of platform ecology, platform operation empowerment, technology empowerment, WeChat operation empowerment and the whole network traffic ecology.

Also in this business conference, Jingdong fashion emphasized the role of technology, announced that it will set up the world's first Fashion Technology Research Institute, led by electricity supplier, aiming to reconstruct the future of fashion zero sale through systematic planning of AI, AR/VR, big data, smart supply chain and new retail Black technology.

In August 8th, Jingdong fashion conference held a focus on content marketing, officially launched the fashion star's exclusive support program, the Beijing Star program, which supported the all-round talents through the overall Commission of the fashion and the doubling policy of the Jingdong Qiu Shang new exclusive sector. In Hu Shengli's words, it was the "best creation gene" that inspired people.

Platform is infrastructure, that is, service capability.

Hu Shengli believes that internal strength is the most important and internal strength is good, and it will be reflected from inside to outside.

From a larger pattern, the enhancement of platform strength provides another fulcrum for Jingdong Unicom's fashion resources at home and abroad, and helps to create a more balanced two-way channel, which also enhances Jingdong's bargaining power in the international fashion arena.

From a macro perspective, Jingdong has made more and more clear lines in the field of fashion. On the one hand, it has seized the international fashion discourse power by improving the activity of international fashion activities such as fashion week. On the other hand, from a commercial point of view, it has established a 360 degree matrix in the fashion industry by investing in international fashion business Farfetch, and joining Tencent in vip.com.

The fighting is continuing.

Although the Jingdong has seized an important city, it is obvious that the fighting is continuing and is becoming more and more challenging.

Since the second half of last year, analysts have repeatedly sent out signals suggesting that the fashion industry or downside risks.

Some analysts believe that the characteristics of the luxury market are fast changing and closely related to the global economic situation. Any economic problems and geopolitical instability are the sword of Damour and Chris.

Apart from the negative effects of economic problems such as money and Europe, social and political factors also increase instability.

The "yellow horse" protests caused by fuel tax in France directly led to the loss of the major luxury brands on Champs Elysees street in Paris. The unstable political environment also led to a sharp decline in the number of tourists in Paris, and the share prices of major luxury groups such as LVMH had been on the decline.

The Chinese market, which is regarded as the main engine of growth by luxury brands, is also beginning to be full of uncertainty.

According to a McKinsey report, Chinese luxury consumers spend more than 500 billion yuan per year, accounting for nearly 1/3 of the global luxury goods market. It is estimated that by 2025, Chinese consumers will contribute nearly half of the global luxury goods sales. Among them, the Chinese generation after 90 has become an incremental consumer of luxury goods.

The Wall Street journal pointed out that compared with consumers in Europe and America, Chinese consumers spend more of their income on luxury goods, which increases the uncertainty of luxury goods growth in China.

Because once the economy slows down and the disposable income of consumers decreases, luxury brands will become the "burden reduction" first choice.

Today, trade friction, real estate regulation and other factors further obscure the development prospects of luxury brands in China.

Hermes CEO Axel Dumas has said earlier that the group pays close attention to China's stock market and the real estate market, because any change in high-end customer assets may affect group performance.

The interior market of luxury fashion brands is also undergoing great changes. Brand and electricity suppliers are watching closely the market trend, actively learning and adjusting strategies.

Consumers forced the fashion brands to break the situation that they only sold to the elite elite consumers, and more and more luxury magnates were trying to grab the market and scale to street brands, younger businesses and businesses.

Hermes CEO has expressed interest in entering the Jingdong earlier, but at the same time, Gucci and other luxury brands are still skeptical about the electricity supplier because of fakes.

As a connector, what role does the electronic commerce platform play in a more rapidly changing global industry layout? This will be an important topic for the domestic electricity supplier giants including Jingdong. It will also be a competitive and challenging factor in the future competition of domestic electricity providers in addition to the competitive factors of Huashan's sword.

It can be confirmed that flexibility will be the key to the survival of the electricity supplier in a rapidly changing market environment, which is related to the ability of the platform to mobilize resources, the responsiveness of the supply chain, and the solid level of the platform infrastructure.

From this perspective, Jingdong's access to two-way channels is also more conducive to its flexibility in coping with changes in the global market environment.

"Taking London" is already a leap in Jingdong fashion.

Author: Drizzie