Electricity Supplier "War" Tmall Hinterland Was Attacked TOP10 Women Dress Group Into Suning

"Doing more business on more platforms" has become the choice of more and more clothing brands, even though Tmall With the "exclusivity agreement" near, it is also difficult to block the trend of other e-commerce platforms sharing their customer resources. Actually, from this year Online retailers It is easy to see that there will be more and more intense competition in the future.

At present, the electricity supplier "war" mode has been questioned by more and more consumers. For this reason, Tmall TOP10 Women's wear It may not be a good thing to organize the group into Suning. When all platform owned business resources tend to be consistent, this will also effectively reduce the probability of "war" between the electricity providers. After all, they are willing to spend money on real money to compete with themselves. Lu Yan

This year, Suning It's a tough day. "Making electricity with life" makes Suning far away from the stock market, but this obviously does not prevent Suning's enthusiasm for the electricity supplier. In fact, Tmall TOP10 women choose to be stationed in Suning, a large part of which is also the preferential conditions given by Suning. However, Suning's business at any cost will really bring itself to a brighter future.

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　　 JD.COM POP platform invaded Tmall Hinterland: force clothing category

Following the online "Youth" shopping guide channel and flash buying "red" channel, Jingdong continues to layout the fashion field. Jingdong yesterday reached a cooperation with hundreds of spring and summer fashions, including nine posture, Gloria, Zhou Dafu, Jeep, GXG, Adam and so on.

The Jingdong also announced a deep strategic cooperation with 11 high-end brands, including nine hee, Samsonite, Ferre, ENZO, EVISU, JEFEN, Clarks, UGG, Adidas, Disney, and Lufu jewelry, and the 11 brands will all enter Jingdong open platform at the beginning of the year.

Liu Hong, general manager of Jingdong's open platform apparel business division, pointed out that in 2014, the Jingdong open platform apparel division adjusted the strategic layout of fashion, and reached a comprehensive and deep strategic cooperation with international and domestic high-end brands with excellent quality.

　　 Jingdong POP open platform Clothing has been designated as the key direction of 2014. This means that Jingdong will further dilute the traditional 3C imprint and go deeper into Tmall hinterland, and the competition with Tmall will be more obvious.

　 Desalination Jingdong only sells 3C imprints

In the past a long time, the Jingdong has been enriching the category and building the whole class platform. In 2014, the Jingdong was more obvious.

Jingdong vice president and head of the open platform, Ying Chun Chun, told Tencent technology that there are now 3 000 businesses operating on the Jingdong platform, including many clothing and footwear businesses. Jingdong wants to let the outside world know that there are more and more brands on the POP platform, and many non 3C brands are willing to build brand image on the platform. Jingdong is also changing, softening the image of 3C.

Ying Ying Chun said that the proportion of male and female Jingdong users is 1:1. Many male users are no longer looking at 3C, but also buying diapers, powdered milk, buying food for their families and buying clothes for themselves. Female users have stronger spending power on the Internet. Jingdong has attracted female users through on-line cosmetics, clothing and baby supplies. Many of the Jingdong's expansion is catering to structural adjustment.

Jingdong POP platform expansion clothing category will also provide more cash flow for Jingdong. Investment information shows that Jingdong POP platform for the entry of clothing business is 8% points, even if merchants use Jingdong warehouse distribution service is also 7%, which means businesses sell on the POP platform. clothing The more the Jingdong gets, the higher its earnings. But Jingdong's deduction is 5% higher than that of Tmall.

Liu Hong said that Jingdong has never won by quantity, but has won by quality. Moreover, the biggest cost of business is not the deduction but the advertising cost. Jingdong will choose high-quality businesses to enter and provide quality lots. Therefore, it is reasonable to charge higher prices.

An electric business person disclosed to Tencent technology that in the past Jingdong's open platform sales were mainly 3C sales, and clothing sales accounted for a small proportion. Tmall is mainly sales of clothing, shoes and hats. The annual sales account for more than 50%. Jingdong's vigorous development of clothing categories will inevitably lead to conflicts with Tmall, and there will be more conflicts between the two sides during the promotion of double 11. {page_break}

This time, many merchants who have settled in Jingdong platform have already opened shop in Tmall. Due to the large proportion of sales in Tmall, in the past Jingdong Tmall double 11 two election period, Jingdong platform "defection" is often from clothing shoes and hats business.

Ying Ying Chun did not want to answer this question. She said she needed to see what had happened in the world, but the biggest enemy was always herself. Liu Hong emphasized that Tmall consumers And Jingdong consumers are not exactly the same consumers, there is no direct competition. Like a department store, even if you have the same brand, the product structure may not be the same.

　 Push and buy emphasis and main brand distinction

A few days ago, Jingdong launched a brand sale channel, Jingdong flash buying "red". The "red" navigation has exclusive entries on the homepage, and uses an independent two level domain name to belong to Jingdong POP platform management.

However, flash buying often gives people the image of tail cargo, which does not seem to correspond with the concept of quality import created by Jingdong.

When it comes to why "red" is launched, Ying Ying Chun says that it is not the Jingdong that comes out of thin air. When vip.com suddenly fires up, it also starts to do it. This shows that consumers are such rigid demand, and merchants also have the demand for handling tail goods.

Of course, in order to solve the problem of brand tonality and tail cargo tonal conflict, Jingdong chose an independent two level domain name method, and wanted to distinguish from Jingdong's main battle field. In the future, Jingdong "red" may take an independent level domain name and have an independent client.

Liu Hong pointed out that Jingdong's "red" is not. Vip.com It is not a complete discount product. Some businesses do not exclude the sale of new products on flash purchase channels. The aim is to provide new small quantities of new products to explore channels and consumers on the "red" before testing new products, and test the trend of product sales. Jingdong also welcomes new products on the "red" platform.

Statistics show that Jingdong's "red" meets the needs of brands on the Jingdong platform from online to inventory clearance. All the brands participating in the "red" brand have all passed the strict quality inspection in advance, all of which are Jingdong's proprietary warehousing and distribution services.

Ying Chun Chun said that this design is designed to ensure user experience and timely delivery and unified user experience under the flash purchase mode. It is very special and difficult to ensure that warehousing and distribution services do not take self storage and distribution services. It is the advantage of Jingdong that the warehousing and after-sales service system is guaranteed. This is why the Jingdong open platform is too big to give up the proprietary mode.