Jingdong's Own Brand "Beijing Made" Push Clothing Custom Service

According to reports, China's e-commerce platform Jingdong issued a statement that the company has begun to allow users to customize clothing, not just to provide clothing.

As a user of Jingdong, users can provide their own clothing size and personal preferences such as which kind of fabric and cuff design will be used, and then wait for 7 to 10 days to receive customized clothing. If the user wants to get a better tailored garment, the Jingdong tailor can also come to help with the size. Jingdong provides this service through its own brand Jingdong flagship store (J.Zao).

This is another attempt by Jingdong to provide users with more services. In the fierce competition with Tmall of Alibaba, Jingdong must find ways to stand out.
Zhou Ting, Dean of the Market Research Institute of luxury industry, thinks that Jingdong is leading a trend of "mass customization", which has become possible in the Internet age.
She mentioned this trend in a 2015 report and predicted that customization could become a "big" industry. Now she believes that e-commerce platform can "assume" the responsibility of expanding customization.
She said Jingdong had caught the trend visionary, but warned that this model could be easily replicated by other e-commerce websites.
In order to provide users with an outstanding product, Jingdong can achieve differentiation through providing complex and smooth customer experience in the customization process, which requires close cooperation between operators and suppliers.