Home >

Jingdong Hand In Hand To Change Clothes, The Wind Of "Retail + Service" Blows To The Clothing?

2021/6/22 11:52:00 0

??? 日本語 Fran?ais English 中文

Jingdong Hand In Hand Easy To Change Clothes Retail Service Wind Blow

After more than ten years of development, the significance of 618 is no longer just a promotion of shopping carnival, but also a vane of retail and even consumer industry.

An important trend of 618 this year is that online retail and offline services are more closely integrated, and users can place orders online and then go to the store to obtain the professional services they need.

You can place an order on the e-commerce platform and customize a set of smart home in the offline whole house smart store; You can buy a set of wiper on the e-commerce platform, and then go to the nearest car maintenance store to replace it... In the impression of some people, the clothing industry with weak service attributes does not seem to need "retail + service", but it is not.

Following the cooperation with tmall, Siku and vipshop, the "clothing after service" platform has reached a strategic cooperation with Jingdong during 618, providing clothing modification services for Jingdong clothing users, and providing innovative services such as "fitness insurance".

After the cooperation is reached, all SKUs of Jingdong clothing category will be provided with new clothing change services. Users can directly purchase clothing change services when purchasing clothes, and can also order clothing change services to offline experience. For example, for a female dress, the user can get "after-sales fitness protection" by paying 19.9 yuan, and "ordinary changing sleeve length" service by paying 45 yuan, Pay 119 yuan to get the service of "changing sleeve length without trace".

Jingdong hand in hand to change clothes, "retail + service" to the next city

The cooperation of "clothing consumption + change service" between Jingdong and yigaiyi is of great significance to both sides.

On the one hand, JD has a strong "service" advantage in the e-commerce platform. In recent years, it is making efforts to "service consumption" to enhance the physical consumption experience and form a new consumption increment.

For Jingdong, which has always had a good reputation of "good service", the introduction of clothing modification service in the clothing category reflects its idea of making the service refined and meticulous“ Jingdong service + "provides consumers with after-sales service of home appliances such as 3C and 20000 + SKU.

The clothing change service of this easy to change clothing is included in "Jingdong service +", which has unified entrance, standard logo, standard pricing and standard process on the clothing Commodity page, which greatly improves the consumption experience of Jingdong clothing users. This means that "Jingdong service +" is becoming more "all inclusive", and JD is strengthening its "service" long board and expanding the "service consumption" cake.

On the other hand, JD is ahead of the industry in luxury e-commerce. Jingdong luxury goods are the top luxury e-commerce platform. After offline obstacles during the epidemic, luxury goods pay more attention to e-commerce channels, which brings greater growth to Jingdong luxury goods. This year, JD has established new partnerships with many different luxury brands, such as John Lobb, a high-end footwear brand of Hermes group, Marni, a famous Italian fashion brand, and Louis Vuitton, a top luxury brand. And luxury clothing, there is a strong demand for changing clothes.

According to the big data of luxury consumption released by Yi Yi Yi Yi in 2020, the scope of luxury clothing that needs to be fitted and modified accounts for 35% of the ready-made clothes. The market scale of Giorgio Armani, Gucci and Hugo Boss alone is more than 20 million yuan. According to McKinsey's report on China's luxury goods consumption in 2017, clothing accounts for 64% of the total 1060 billion luxury consumer market. For the high-end seamless clothing market, this is a trillions of opportunities. For Yi Yi Yi, cooperation with Jingdong, the head player of luxury e-commerce, at this moment will help it better seize the clothing market of luxury clothing. It is worth noting that Yi Yi Yi not only provides clothing modification services, but also provides leather clothing care and repair, luxury care, semi customization and other related services.

Solve user pain points

"Better service" is an important category of consumption upgrading. Although it's not necessary to change clothes every time you buy clothes, there is no doubt that because everyone has different body shape and figure, they can't really dress comfortably without changing clothes. Changing sleeve length and trouser legs are very common service demands. Luxury clothing, high-end formal wear and other clothing products, users spend a high price to buy the desired style, change clothes is also a common demand.

Online shopping malls to buy clothing, there are generally free or paid to change clothes service. If online clothes don't fit, users often have to choose to return them with regret, even if the style and texture are particularly desirable.

Nowadays, Jingdong clothing has introduced the service of changing clothes easily, which has opened the last link of clothing service. Although there are many off-line clothing change services on the market, the price is not transparent, the service is not standardized, and the experience is uneven. Easy to change clothes has been ploughing into the Internet clothing change service for many years, forming a standardized price, experience and service, which can solve the pain of users' online clothing shopping.

Solving business problems

The biggest problem for e-commerce clothing businesses is the high rate of return. Most of the reasons why users return goods are not because they are not satisfied with the product design, style and texture, but because they are not fit enough. If the trousers, sleeves, looseness and other key parts do not fit, comfort will be greatly affected, so they can only return.

When the Jingdong platform can provide clothing change service, users can access the clothing change service with one click, and the goods received will fit and comfortable, and the return rate will naturally be reduced, which will help to reduce the operation cost of clothing brands. It can be predicted that some innovative business models can be explored by clothing merchants, Jingdong platform and yigaiyi in the future. For example, clothing merchants can subsidize part or even all of the cost of changing clothes to ensure that the clothes received by users are comfortable. This practice of selling not only styles but also services can greatly improve the reputation and loyalty of clothing brands and businesses, In today's increasingly important private domain traffic, this is more and more important for brands.

Why can Yi Yi Yi get the favor of Jingdong?

On the one hand, yigaiyi, founded in 2015, is already the first Internet clothing brand in China. Its service outlets cover more than 30 cities in the first and second tier cities of China. It focuses on high-end seamless clothing modification. It is the designated clothing change service provider of international first-line luxury brands such as Giorgio Armani and Burberry, and has served 1500 + famous stars such as Zhang Ziyi and Zhao Liying, More than a million users. It provides a variety of service modes, such as VIP door-to-door service, offline experience store, national express delivery and factory store, etc. it has long laid out express delivery mode for online e-commerce platforms. In 2020, the number of orders from online channels accounted for 85% of the total orders of the whole year. It can be said that it has rich experience in clothing modification under the service e-commerce clothing consumption scene.

On the other hand, Yi Gaiyi has rich experience in cooperation with e-commerce platforms. Previously, it has reached a strategic cooperation with the first group of Chinese luxury e-commerce Siku, which has solved the problem that foreign luxury clothing does not conform to China's figure, allowing users to wear well-fitting European and American clothing, and truly achieve the effect of private customization of high-end clothing; In 2018, "tmall worry free shopping" offline experience store opened in Hangzhou, yigaiyi as a designated clothing service brand has reached strategic cooperation with tmall; In 2019, with the strategic cooperation between Yigai clothing and vipshop, a special sale platform, there is often a phenomenon of code breaking in special sale brands, and easy changing clothes can speed up the sales circulation of special clothes by changing the size.

This year, 618 won Jingdong, and yigaiyi has collected two major e-commerce platforms, one special sale platform and one luxury e-commerce platform, ? It has completed the full coverage of e-commerce platform for key clothing in the head. In addition, based on the value-added service system of Jingdong finance, yigaiyi and Jingdong also jointly launched the "fitness insurance" service. If users buy the insurance and the clothes do not fit after receiving them, they can change their clothes free of charge.

Liang Shichang, the founder of e-change clothing, once said: "the original incision of e-change clothing is to build a set of clothing modification services combined with the industrial Internet in the clothing aftermarket, and introduce the concept of fit wearing and traceless modification into China." Internet + clothing change is the reason for the rise of yigaiyi, and it is also the key to serve Jingdong and other head platforms.

In the process of deeply ploughing into the Internet clothing changing service, the service categories such as luxury maintenance are improved while changing clothes easily; On the other side, ERP for clothing change service is arranged for B end, realizing the SOP standardization of clothing change service, providing clothing change service to e-commerce platform and clothing brand, providing users with more perfect wearing experience, improving their own "clothing ecology", so as to make the "clothing after market", which seems to be a cold door but huge market, to be bigger and stronger.

When the clothing market is strengthening the "post service market", the "retail + service" is really on the rise.