In 2018, Jingdong began a lightning-like expansion in the fashion field. At the end of December 2017, Jingdong teamed with Tencent to invest in VIP. On January 4th, 2018, JD.com formed a joint venture company with Miyazawa and Mushroom Street Parent Company. On January 11, JD.com established a lifestyle business group, covering business units such as fashion division, home life division and TOPLIFE business division. Appointed Hu Shengli, president of the original Jingdong 3C Business Department, as the “ownerâ€. On March 14th, the mobile Jingdong home page accessed Vipshop to create a super-flow port; on March 15th, Jingdong represented e-commerce as the review of the Fashion Design Fund of the British Fashion Council (BFC) in 2018; March 26th. , The cooperation between JD.com and BFC was upgraded again, and a 2018 AW fashion new product release show was held in Shanghai.
In addition, JD.com's new luxury service platform, TOPLIFE, launched in 2017, attracts luxury brands such as La Perla, Emporio Armani, Rimowa, Trussardi and Mulberry. The Jingdong Fashion Division has also become the fastest growing business segment of Jingdong Mall.
After this series of dazzling layouts, what kind of waves does Jingdong have to make in the Chinese fashion field? Hu Shengli, president of Jingdong Fashion Life Business Group, who has been hailed as "an iron leg" in the 3C field because of frequent appearances in the press conference, finally made his voice after nearly three months of taking office.
Fashion hasn’t changed, but times have changed
On March 29-30, 2018, the 2018 (23rd) China Fashion Forum was held in Beijing. On the forum, Hu Shengli, Senior Vice President of Jingdong Group and President of Jingdong Mall Fashion Life Business Group, gave a keynote speech entitled “Unbounded Fashion, Enabling Win-Winâ€. The first time, Jingdong’s strategic layout in the fashion field was fully demonstrated. Hu Shengli believes that fashion has not changed, but the times have changed, with "unrestricted retail" in the multi-dimensional catalysis of scenes, goods, and human resources, technology will eventually lead fashion.
Hu Shengli, Senior Vice President of Jingdong Group and President of Jingdong Mall Fashion Life Business Group, gave a keynote speech on “Unbounded Fashion, Enabling Win-Winâ€
This reporter learned that in recent years, China's clothing industry has experienced wind and rain. According to the China Apparel Association “2017-2018 China Garment Industry Development Reportâ€, the cumulative cost of Chinese apparel companies increased by 0.93% year-on-year, and the sales, management, and finance expenses increased by 2.62%, 0.95%, and 16.47% respectively. The cost continues to rise, squeezing the company's profit margins; at the same time, garment companies lack the ability to control key links upstream and downstream, and R&D, design, production, trade, circulation, information, testing, and other aspects complement each other in operations and innovation. Insufficient support capacity.
Experts believe that the only change in the fashion field is change, because seasonality in apparel production is very strong, so the judgment of future trends has become the first lifeline of each apparel company, and consumer preferences are always changing. . If a clothing company lacks the ability to grasp the core audience, it will result in misjudgment or misjudgment of fashion trends, resulting in a large number of inventories and even lose out. In the past, clothing brands or designers made more accurate insights to consumers by relying on “experience†or “inspiration†to conduct garment design and production judgments. If deviations occur, they will be irreversible. In fact, in recent years, the dual pressures from online and offline customer management and inventory have caused some clothing companies to gradually fall into a trough, with huge losses, shuffles, reorganizations, and mergers and acquisitions.
Hu Shengli believes that in a new era of technological iterations, JD.com will achieve a breakthrough through "unrestricted retailing."
Jingdong Customized "Unbounded Retail Enabling Solutions" for Fashion
The reporter learned that with Jingdong’s full involvement in the fashion industry and the gradual establishment of the Jingdong e-commerce platform fashion industry chain, JD’s “consumer demand, scenario diversity, and value participation†consumer trends and the increasingly powerful “perceived, connected, The "smart" technology level has been fully exported to the outside in the form of modularization, platformization, and ecology in the form of years of supply chain capabilities, logistics capabilities, data capabilities, marketing capabilities, financial capabilities, and technical capabilities.
In the field of fashion, JD.com has launched the “Data Empowerment,†“Store Technology Enabling,†and “Inline and Offline Integration Enabling†for the four major pain points of “information loss,†“missing space,†“missing data,†and “a lack of systematic tools.†"Systematic Tools Enabling" unbounded retail enabling series solutions enable the apparel industry brand.
In terms of store operations, Jingdong has been able to help brand owners achieve integrated online and offline management. JD's big data capabilities not only help customers locate sites, but also tell them exactly what to sell, how to place commodities, how much to stock, and help customers maximize the use of space and improve efficiency; payment technology, logistics capabilities help Customers can seamlessly connect online and offline scenes to achieve store-to-home integration; electronic price tags, electronic shelves, traceable mirrors, JOY delivery robots and other powerful black technologies, and store-centric data, marketing, and finance The offline and empowered service projects such as CRM Integration can effectively help brands and retailers achieve unprecedented improvements in user experience and efficiency.
JD.com also launched four software systems and eight hardware systems for stores to help brands and retailers achieve scientific operations and management. In the four major software systems, JD Wanjia can direct stores to manage clerk management, invoicing management, online shopping malls and membership management; the smart selection system can help precise store selection, selection and selection of goods, and achieve accurate marketing; offline The data visualization compass can identify new and old customers and their browsing paths, and provide basis for further optimization and management of the store. The store's intelligent advertising and marketing system can realize electronic and automated shopping processes and improve the user experience. Eight hardware systems can provide all-round one-stop solution support for the eight aspects of cashier, anti-theft, office, monitoring, marketing, and data analysis related to the daily operations of the store.
In the commodity management segment, Jingdong creatively proposes an unbounded retail solution based on the one-stop management of the entire life cycle of commodities, covering all aspects of forecasting, upgrading, inventory, and clearing. First of all, Jingdong can accurately predict consumers' preferences for clothing and other products' colors and styles in a timely manner, and provide decision-making basis for new stores. Second, in the new link, Jingdong can not only call internal and external resources, but also help brand merchants realize new products. The online and offline integration release and linkage marketing can also provide accurate marketing support services based on big data; in addition, the inventory link can also help the stores to achieve unified management of omni-channel inventory and provide strong momentum under the Jingdong logistics system. Efficient logistics support; Finally, in the Qing Mei period, Jingdong's real-time consumption data update and one-stop management platform can also provide effective decision support for store managers.
In terms of consumer shopping, Dr. Zhou Bowen, director of the Jingdong AI Platform and Research Department, proposed the "AI + Fashion" solution. Jingdong can use artificial intelligence to make enterprises and consumers have no trouble. Consumers who have been passively receiving fashion information will also have the opportunity to select and decide their own fashion trends through artificial intelligence; AR technology can also help consumers to break the limitations of the scene. You can try it directly on the website and really have a fashion style with personal style to achieve WYSIWYG consumption.
Open ecological cooperation and win-win to create "best time"
As a well-known B2C e-commerce company in China, in the face of the frenzied layout of major e-commerce platforms, and through fierce competition through innovation and team cooperation to win market share, Hu Shengli solemnly promised to everyone in the final sharing: “Jingdong and Jingdong Fashion, will We will resolutely implement the concept of 'eternal humility, no evil, and seeking win-win'. Jingdong is willing to work together with all partners to grow together and win together!"
For the apparel industry, “this is the worst eraâ€: China's apparel industry has experienced demographic dividends for several decades and is facing problems of demand differentiation, complex operation and management, and overstock of inventory; but “this is also a "The best times": consumption upgrades, technical assistance, and progressive iterations of fashion awareness.
The times have changed, and the constant is fashion. There is still the beginning of Jingdong's positioning of “quality e-commerce†and the beginning of “successful roadâ€. Hu Shengli said that JD.com will continue to have a deep understanding of the profound changes in the fashion and fashion industry and use the more mature unbounded retail solutions to help the garment industry break through the management, inventory, and other difficulties, and effectively achieve the online and offline scientific operations and management. The clothing and fashion industry has given unlimited growth to its form and vitality, turning the "worst era" into "the best era."
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