Jingdong Clothing Men'S Wear Festival To Dig Deep Male Users

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The Xiaobian of the network introduces the concept of "type business" to Jingdong's reinjection clothing category men's wear Festival.

Jingdong, founded by 3C category, is now preparing to fight a battle with Tmall and Taobao in clothing category.

During the September 2014 10~12 day, the first "men's wear Festival" held by Jingdong was not only well received by merchants, but also a strong growth in sales volume of businesses such as Playboys and Adidas. It also raised the concept of "type business" previously proposed by Jingdong.

Dig deep male users

Two years ago, Jingdong, Suning and Gome were three competing in the home appliance market.

Two years later, Jingdong launched a slogan of "different fashion", announcing a remark on clothing, and began to have more and more layout in this field.

Against this background, during the period of 10~12 September, the Jingdong held the first "men's wear Festival" featuring men's wear as the theme of promoting men's wear for the first time, focusing on male customers, choosing clothing shoes and boots, sports outdoor, luggage accessories, luxury goods and so on, and Co operating with thousands of brand sellers such as GXG, Mark Ed Faye, Pathfinder [2.90% fund research, etc.

According to the "type business" report launched by Jingdong men's clothing business, 33% of Chinese men do not know how to dress.

Through men's wear Festival, Jingdong not only passed the fashion idea with the help of "type merchants", but also learned how to mix with high-quality brands.

It also provides one-stop service to meet the fashion needs of male members, making Jingdong netizens a fashionable form of "pain spot".

The Jingdong director said that the purpose of the men's wear Festival is to give back to the male users of Jingdong.

According to Jingdong's prospectus, Jingdong has a total of 47 million 400 thousand active users as of 2013.

Among them, the number of male users account for more than 70%.

Wang Xuesong, general manager of Jingdong open platform Sports Health Division, said that most of the customers in other domestic e-commerce platforms are mainly women, while Jingdong is predominantly male, and has great advantages in terms of purchasing power and loyalty. There is still great potential to tap in the future.

It is understood that the one-stop service of the Jingdong men's wear Festival "quality brand merchandise + fashion guide" has stimulated the enthusiasm of netizens to purchase, so that the performance of Jingdong men's clothing has skyrocketed.

Men's wear, men's shoes and other categories week sales doubled, and joint purchase ratio increased significantly.

Among them, the domestic well-known outdoor brand Pathfinder sales increased 5 times compared to the same period during the three day event, and the customer unit price increased by about 30%.

Jingdong revealed that after the end of the men's wear Festival, the volume of traffic did not show a sharp downward trend. Some businesses had higher traffic and sales after the end of the campaign.

Mobile terminal highlights

As we all know, the main force of Taobao and Tmall sites is clothing, Jingdong mall has been the main category of 3C, its sales account for about 60%, but 3C category price is more pparent, gross profit is low.

Clothing category, as the second major category of e-commerce sales, has a wide variety of products. Its seasonality makes the consumption frequency of clothing higher than that of 3C category. These factors lead to the fact that clothing has become an essential part of the business.

There are four differences between Jingdong and other platforms.

The first is the average allocation of traffic.

Unlike other platform promotions, Jingdong pays more attention to the growth of cooperative businesses, and distributing traffic evenly, rather than introducing traffic to one or two businesses.

Next is the diversification of mobile terminal resources.

In mobile terminals, Jingdong covers multiple entries of mobile QQ, WeChat and Jingdong clients, and provides convenience for Jingdong users to participate anytime and anywhere.

During the men's wear Festival, the number of odd days on the mobile terminal also hit the highest value in the year, showing that the strong layout of Jingdong in the mobile terminal has entered the harvest period.

Third, Jingdong's integrated marketing capabilities. In this event, Jingdong has a good effect in precision marketing and targeted placement.

Finally, Mark Ed Faye responsible person said, in this activity, Jingdong's logistics is also a more important factor.

Especially after the payment of cash on delivery, the conversion rate has been significantly improved, and it has also contributed greatly to improving sales.

The logistics problem after promotion is solved.

On the other hand, most of the sellers who worked with men's wear festival with Jingdong were profitable.

Among them, the domestic original design fashion brand Mark Ed Faye in the three day of men's Day activities, created a new high of single day sales since entering the Jingdong.

The relevant Jingdong official said that the promotion of "type business" was not a day's work, but a comprehensive upgrading of life style and attitude towards life.

The Jingdong men's wear Festival has successfully completed the historical mission of waking up male netizens, but still needs to cultivate long-term fashion knowledge and fashion attitude of male Internet users.

Jingdong clothing channel, through the one-stop service, will continue to serve the majority of male net friends, through the selection of high quality brand clothing, authoritative fashion guidance, cardiac activity promotion, help the majority of male net friends "more quick province" to improve "type business."

It is understood that

It has become the fastest growing category in Jingdong's entire platform system.

Clothing category has attracted the attention of all categories in attracting new users.