“Will the above be our Jingdong (logo)?†During the 2017 Autumn/Winter Shanghai Fashion Week, a tall woman asked at the main show floor in Xintiandi.
“There will be spotlights hitting the ground.†The speed of reply from the staff in the same field is almost “secondsâ€.
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Women's high-heeled shoes pass through halls, corridors, and VIP lounges. After she was seated, she replaced the sunglasses with a pair of fine-framed optical glasses, then sideways and quickly added a strong red lipstick.
After being turned back, the woman's "real face" appeared: She was the newly deputy president of the JD.com Group, and Ding Xia, the president of Jingdong Mall. He was also a new "staggerer" in the Chinese fashion industry.
As a joint partner of the 2017 Shanghai Winter Fashion Week, Ding Xia’s role tonight is the hostess of the Jingdong Day Party. She is ready to welcome the upcoming guests. This is the third trip to Shanghai in the core team of JD.com's major apparel business during Shanghai Fashion Week. It is also the debut of the finale.
However, Jingdong's ambition to break into fashion has only just begun. Is it a stranger who dreams of being a stranger or a clear-headed intruder?
Jingdong's entry into the fashion field is not a lot of fun, because the growth in the performance of 3C and home appliance categories is not so obvious.
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In terms of dressing up, Ding Xia is probably the most fashionable person in Jingdong’s management team, and she is also very concerned about the effect of photo shooting. According to informed sources, when Ding Xia had previously played for the famous American company Tuniel Nielsen, it was not as concerned about the external image as it is now.
Obviously, Jingdong, which now splits clothing and homes into two business divisions, needs such a leader who leads by example.
On March 16 this year, two weeks after JD.com announced its 2016 financial report, it officially announced that it will establish a major apparel business unit. Ding Xia, the “outsiderâ€, will serve as president, and Xin Lijun, former president of the apparel and apparel business division, will be transferred to the president of the Home Life Division. This personnel appointment officially opened Jingdong’s business from home appliances, 3C, and general merchandise, and vigorously expanded to the lifestyle and apparel consumption areas. Compared to the previous minor activities, it had to play a real game.
Since 2015, this online retailer, starting with 3C, has gradually shifted its focus to try to find opportunities in the apparel sector and increase the proportion of female users. This change is not a hot decision - Jingdong's financial report for the third quarter of 2015 shows that this appliance company's most powerful business category, electronics and appliances have experienced a quarterly decline.
In fact, Jingdong Apparel went online in 2011 and has been operating for six years, and is currently one of the fastest growing core categories. "It (Jingdong) has always emphasized that he is a retailer, but if there is no achievement in clothing, the retailer to be successful is a fantasy." Perhaps because of the market research company, Ding Xia's discourse often used to the third person " It's as if he was watching as an outsider.
Jingdong knew that he was a layman in the fashion field, so he took a cram school, but the student’s grade was not up to the standard.
As a unit that has been established for many years, the clothing mall has high hopes. However, it has a mountain near its own, and there is also a fog that is not seen well. The mountain is very real. It is called "Tmall." "fashion".
According to the data of the quarterly monitoring report of the China B2C market in the first quarter of 2015 by the Analysys think tank, Taobao has occupied nearly 70% of the market share. In the admission time, Jingdong was 8 years later than Taobao. Jingdong's Jingdong Merchants Department took advantage of logistics and warehousing, and interviewed a branded business.
The two major online retailers in China faced each other in the apparel industry. However, due to the deep-rooted fashion of Taobao and Tmall, most of the online revenues of designer brands still come from Tmall. In this regard, the head of Tmall apparel brand marketing Lu You is quite confident: "In fact, you see the brand that shines on Shanghai Fashion Week is Tmall, such as the dense fan and AKCLUB. Confidential fan online revenue 80% Here we are."
In contrast, a designer brand who had withdrawn from Jingdong not long ago complained that it was only 1 million years old in the shop above. Its online retail director said that the traffic and customer base were not satisfactory.
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It can be seen that despite the opening of the Ming Dynasty, the Jingdong Apparel Mall is extremely accessible. As a result, it decided to step into the fog of "fashion" to find a way out.
However, Jingdong is a fashion outsider after all, so it followed the same way in the Amazon fashion field, using sponsorship to find a stepping stone for themselves, thus reverse the image to increase credibility. This approach is also a strategy used by JD.com to expand its business in the home field. Not long ago, it had just participated in the Milan Design Week for the second time and planned a design exhibition entitled "All Things."
However, it is more difficult to enter the fashion industry than home design.
In the fashion world, sponsoring independent designers is nothing new. The buyers and the media who used to run the four major fashion weeks in the world feel that the brand troops that Jingdong has pulled out are always bad, if not too anonymous, or they are commercial clothing brands such as the Northeast Tiger. In short, Jingdong spent money, but also sold it, but still can not get rid of 3C gas.
Can these actions drive the brand's sales growth? This is no proof. However, there is a brand that smells of business opportunities and joins Jingdong: “If we are selected to go to Milan to go catwalk, the effect will certainly not be the same.†The founder of a domestic brand laughed, but her Tmall flagship store was one year ago It has already opened and the business is very good.
Jingdong's teaming up with Beijing Mercedes-Benz Fashion Week and Shanghai Fashion Week may be close to this exclusive circle, playing the game with the most precise accuracy. Some people still dismissed this and thought that Jingdong is too far away from fashion.
Jingdong does not know that he is a few kilograms or two heavyweights in the fashion industry. Therefore, he wants to strengthen his sense of presence in fashion venues that are gathered at the B-side, thereby diluting the impression that the public consumers are preconceived—Jingdong has nothing to do with clothing.
"It's useless to go only once. We want to understand what to do after we go." Ding Xia took an example of an incoming phone call received before the interview. "For example, Bazaar cocktail party, we are going to go, like Shanghai Fashion Week, We want to come because the apparel industry's marketing is more in the form of activities."
The blessing of the fashion industry is only one aspect. For 3C, home appliances, and Jingdong with overweight masculinity, it is more important to convince consumers that it is planning a revision.
"They (consumers) must not hate Jingdong and have no negative experience, but they just don't think they should buy there." Ding Xia thinks this is really a frustrating thing. According to background data, only 80 million of Jingdong's 200 million users have bought clothes.
Like consumers who have experience in online shopping, she knows the crux of the problem and even sees it more transparent. When working at Nielsen, Jingdong and Alibaba were the two largest customers in her hands. After receiving an olive branch full of sincerity from JD.com CEO Liu Qiangdong, she considered half a year and finally resigned from Shanghai and flew to Beijing.
In the eyes of his former colleagues, he was clear-minded and good at extracting the main axis from a complicated situation, and he had been fighting for the aggressiveness in the workplace.
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The reality TV show "Falling in love with supermodels" launched in 2015 became the first project sponsored by Jingdong Apparel. In the following year, the Chinese designers supported by JD.com went to Milan, New York and London to show off. The fashion media joked about this. In the four major fashion weeks, JD.com left Paris with only one final touch and it will be completed.
"We still have a lot of work to do. For example, the website's fashion attributes are still relatively small." Ding Xia is very clear that one of Jingdong's most intuitional issues is to sell.
Two months after the new official was appointed to office, Jingdong “City of Wear†quietly started the revision project because it was not “Fashion-friendly†– it was the synthetic vocabulary that Ding Xia had created. Even if compared with Tmall, Jingdong's direct feeling to users lacks the breath of “walking inâ€, which is exactly what fashion consumers want.
Commodity classification is the culprit. Ding Xia believes that clothing should not be categorized according to physical attributes like 3C and home appliances. Everyone knows what dresses and skirts look like. “If the pages are full of sweet dresses, I’ll never see it. Look."
Her style when she participated in the Shanghai fashion event was basically a sleek and stylish line. “We have to keep up with the times and categorize by style or series. Luxury goods don't really like collections!â€
In her view, these are basic skills that have entered the fashion circle and can easily be broken. However, the key is to solve it quickly in the kitchen instead of putting everyone in the online world.
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