Jingdong Launches Customized Services Covering "Clothing Customization" And "Personalized Customization"

Once again, EVE de CINA, NE-TIGER, Kevin Kelly, By Creations- products, X-Lando, Heng Mei Rui jewellery six costumes jewelry brand debut in London Fashion Week, and issued the "Beijing system" strategy, announced the introduction of "custom customization" and "personalized customization" customized services, and "consumption upgrade" to drive Jingdong.

Yes

The "bend overtaking" intention is highlighted.

Three brush the ecological circle of Zhou Jingdong fashion in international fashion.

According to Sun Li Jun, vice president of Jingdong group and President of clothing and home furnishing division, from "Shang Milan" to "Shang New York" and then to London, which chooses the global custom sanctuary, the customized channel is launched. Every appearance of Jingdong clothing on the international fashion week is the upgrading of its strategy.

Xin Li Jun said: "China's middle class consumption habits and concepts are changing.

Middle and high-end consumers online shopping clothes no longer put the price in the first place, but more concerned about the quality and style.

From niche brands to international luxury brands, the apparel market will continue to develop in the direction of brand, quality and personalization.

The quarterly report of China's B2C market released in the second quarter of 2016, released by Analysys, shows that in the second quarter of 2016, the scale of clothing trade in China's B2C market reached 208 billion 900 million yuan, an increase of 44.7% over the same period last year.

Among them, as China's consumer market continues to escalate, consumer preferences and diversified demands for apparel products continue to grow.

For this reason, since last year, Jingdong clothing has begun to internationalize, personalize and fashion the layout.

In August last year, Jingdong launched the designer support scheme. The designers, Gu Lin, Xu Xiaoyan and Tan Ali, three of whom were fully supported by Jingdong and presented their original brands to Milan fashion week, made their original brands the first Chinese women's clothing brand on the official agenda of the Milan international fashion week.

In February this year, Jingdong joined hands with pioneer fashion designer Zhang Chi, Beijing Institute Of Fashion Technology professor Guo Ruiping, independent designer Li Kun, Taiwan designer Pan Yiliang, and Cahill, the designer of sports star pformation. 5 outstanding designers and their original works appeared in New York fashion week. The five designer's brand show products opened in Jingdong for synchronized presale, which is also the first time in New York fashion week history that "show is to buy."

London Fashion Week is the third appearance of Jingdong clothing in the international fashion week.

In this fashion week, Jingdong clothing has launched a customized channel, combined with the domestic custom industry well-known brands, launched clothing, shoes, jewelry, accessories customized services, from the style, fabric material, size and production details and other aspects of customized customization for consumers.

Xin Li Jun said that whether the designer channel or customized service, Jingdong is creating a differentiated exclusive path.

Besides functional properties, clothing is more of a fashionable cultural symbol.

China's consumer online shopping clothing has gone through two stages of price pursuit and brand pursuit. With the wave of consumption upgrading, the next stage will be the era of pursuing individuality. Jingdong will absorb a series of partners including designers, global fashion brands, custom masters, and build a new ecosystem of Jingdong clothing.

Custom mode of the next outlet for online clothing

According to Xin Lijun, the "Beijing system" strategy released on the London Fashion Week can be specifically disassembled into two dimensions: "clothing customization" and "personalized customization", serving different consumers, meeting the dual needs of personalized design and experiential consumption.

He said that through the Jingdong clothing custom channel, consumers can not only carry out personalized choices including clothing style, fabric, style, size, decoration and other dimensions, but also enjoy Jingdong based O2O and LBS (location service) mode to store volume and upper door volume service.

"At present, customized channels have been on line for men's clothing, women's wear, jewelry, glasses and other categories. The following will continue to expand shoes, bags, etc., and constantly improve category development.

In the future, Jingdong clothing will also promote customizing business to all fields related to fashion life, and meet consumers' customized consumption needs in a wider range.

It is reported that Jingdong set up ID files for users, through consumer data and behavior trajectory analysis, record demand, preferences, sizes, price segments and other consumer characteristics, to achieve customized personalized recommendation.

At the same time, Jingdong will also enrich user files by using consumer preferences on brand, style, material and other dimensions, as well as body data entry, for products such as "size assistant" and "virtual fitting room".

Among the six brands that are working with Jingdong, By Creations- Bai pin is an early attempt to customize online business. They use the Internet platform to bring Italy fashion design and Italy handcrafts to consumers.

"We created this model based on China's Internet development and rapid growth of light luxury demand," said Lorenzo Caramalli, European general manager of By Creations-.

Through the Internet, we realized the direct docking between consumers and Italy craftsmen, removing intermediate links, and saving consumers' costs.

At the same time, we also provide offline experience store, so that consumers can experience Italy customized services at zero distance.

The Sien army believes that the custom model will undoubtedly become the next tuyere in the field of online clothing.

With the improvement of people's taste in life, clothing customization will no longer be the choice of small crowds.