Does Jingdong Participate In Fashion Week Just To Earn A Shout?

According to the world clothing shoes and hats net, 2018 spring and summer

The schedule has already begun.

New York and London took place one after another - a Chinese participant in these two fashion weeks.

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It first sponsored the big show in New York in the afternoon of September 11th.

Brand 3.1 Philip Lim - as a designer brand in New York fashion industry for many years, the brand has a good reputation in the industry, and has achieved good commercial results. It has become a quite mature American designer brand and is well known in the Chinese market.

Subsequently, it sponsored the brand Mary Katratzou and Huishan Zhang participating in the London Fashion Week's official schedule for two consecutive days on September 17th and 18.

These two brands are popular brands in the rising stage of British development.

The former founder of the same name and creative director Mary Katratzou himself won the seventh BFC/Vogue Designer Fashion Fund Award in 2015 in the British Fashion Council (BFC), and later sponsored the fashion week exchange plan by Mercedes Benz. The new series was released on the 2016 autumn winter "Mercedes China Fashion Week" held in Beijing.

The founder of Huishan Zhang, Zhang Shan Shan, has won the Dorchester Collective Fashion Prize of the first Dorchester Select Hotel Group in 2013 after being suspended for many years, and was also awarded the BFC/Vogue Designer Fashion Fund Award in 2017.

Recently, he has just been selected to the list of Business of Fashion (BOF), a member of the "global fashion leaders" 500.

It is worth mentioning that the Jingdong's two participation in the London Fashion Week is completed in the capacity of "official chief partner".

In fact, before the opening of the London Fashion Week, Jingdong has reached a cooperation intention with the British Fashion Association.

The partnership between the two sides was officially announced at a dinner held in September 18th. From January 2018, Jingdong will work with the British Fashion Association to promote the 2018 BFC/Vogue Designer Fashion Fund project.

"As we all know, China has a very large fashion consumer market, which is very important for designers.

We are very excited to cooperate with China's leading e-commerce platform Jingdong, and believe that Jingdong will help the British designers to enter the Chinese market more smoothly in the future.

In addition, as far as I know, genuine licensed goods have been the core competitiveness of Jingdong platforms, which can also protect our designers from being disturbed by fake products in China and get a better space for business development.

Caroline Rush, chief executive of the British Fashion Association (BFC), explained the starting point of cooperation between the British Fashion Association and Jingdong.

According to the cooperation content announced by the two sides, the winners of the BFC/Vogue Designer Fashion Fund in the coming year will be able to expand the Chinese market through Jingdong's e-commerce platform in addition to sponsorship from Jingdong and the British Fashion Association.

At the beginning of 2017, Jingdong's "Beijing Zun Da" high-end exclusive distribution service, delivered by professional luxury distribution workers wearing white gloves, is likely to be used in these designer brands.

In addition, the Jingdong platform will also provide intellectual property protection for these designers, as well as support in marketing, after-sales and other fields besides online sales, so that the development of their business in China can be helped in an all-round way.

For the British Fashion Association, cooperation with Jingdong is undoubtedly a door for itself and its members.

Against the backdrop of the sluggish British fashion retailing industry, British designer brands urgently need a new market like China that is still full of opportunities.

With Jingdong, they will be able to explore the possibility of survival and development in this market at a lower cost and faster.

With all this effort, is the Jingdong trying to make a killing?

For Jingdong, this series of behaviors to mainstream fashion industry is undoubtedly to further promote its international fashion plan.

"Our biggest goal is to make Jingdong's fashion business go global."

Ding Xia, President of the fashion department of Jingdong mall, confirmed this point in his speech at the reception.

The cooperation with the British Fashion Association is obviously able to further enhance the international influence and competitiveness of Jingdong in the fashion industry.

At present, the British brands and institutions that have already worked with Jingdong have Vogue magazine British edition, British department store Harrods, fashion brand Burberry, Paul Smith and Topshop.

It seems that the pace of Jingdong's development of fashion industry has become more and more extensive and extensive.

Two years later, Jingdong gradually found out the way of industry and began to make some breakthroughs.

In September 2015, the Jingdong went to Milan fashion week for the first time, where it launched the plan of designer support. In February 2016, New York fashion week, Jingdong also joined designers such as designer Zhang Chi, Li Kun and other domestic designers, and followed the fashion wave of fashion industry pformation. The sales mode of "show is bought" was implemented. In September of the same year, it also carried six brands of Kelly, NE TIGER, By Creations, Bai pin, X Lando and Heng Mei jewellery to the London Fashion week to hold a fashion show called "Beijing system".

If these are just the way to test the water of Jingdong as a new fashion retailing industry, it will be hasty and even difficult for some traditional fashion industry to take seriously. But from the beginning of this year, it must be true.

In order to further respond to changes in customer needs, Jingdong mall in March 2017 also split on the basis of the original clothing and home business division, set up the fashion department.

Undoubtedly, organizational refinement is also more conducive to fine operation in the future.

In the close cooperation between Jingdong and fashion industry, an investment behavior in June 2017 is the most notable.

Jingdong's Farfetch, one of the world's two largest luxury electric providers, has been regarded as a milestone in the world's $397 million share.

This greatly enhanced the visibility of Jingdong as a platform for electric business, and laid the foundation for its further introduction of international brands to the platform.

After more than two years of hard work, Jingdong's fashion department has many international and domestic brands, such as Armani, TAG Heuer, tiger Heuer, ZENITH real time, SWAROVSKI, RIMOWA and so on.

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This process of participation from the active end to the retail end also allowed Jingdong to enter the pattern of luxury market competition.

In June of this year, when the flagship store opened on the opening line, it appeared in Jingdong and Tmall at the same time. Tmall has also launched the luxury channel and started the brand invitation system at the beginning, and Liu Qiangdong also said at the earnings conference that Jingdong will set up a luxury platform.

This is related to the recent reversal of the attitude of luxury brands to the electricity supplier. Some brands began to develop the online channel into a new growth point. China's electricity supplier has the foundation of marriage with the luxury goods industry.

According to the latest "Luxury China" ("luxury China market" report) released by digital marketing agency L2, although the sales of luxury goods in China still mainly come from offline, the online market has steadily increased.

9% of fashion revenue and 5% of wrist watch revenue came from the Internet, up 1% compared to 2010.

As of today, only 9% of luxury brands in China have not yet opened online sales, up from 57% last year.

Chinese luxury consumers are already very accustomed to electricity providers, while luxury brands need to infiltrate business into two or three tier cities, and also need the promotion of e-commerce.

Most of the luxury electric shock providers are started by SKU and fewer items such as cosmetics and watches. Ding Xia once said to the interface that they are the ideal commodities for each other to cut into each other.

Starting with the logo, it may not be hesitant to wait until the luxury brand advocates the sweetness of online business.

Unlike our competitors, Jingdong doesn't want to be an e-commerce provider selling designer clothes and shoes.

Jingdong's goal in the fashion industry is to march towards the fashion full value chain. In September 20th, in Beijing's "Yue Yue Yue Jingdong" ceremony, Jingdong also made it clear that Jingdong wants to differentiate from competing companies such as Ali and vip.com. It hopes not only to integrate platform capabilities, but also to go to the front end. In addition to supporting and integrating design resources, it also needs to quickly match the after-sales service that meets the requirements of the global fashion industry through its own logistics system.

Referring to the same Tmall who went to New York fashion week, due to the different styles and dimensions of the Jingdong, the former is mostly settled in the form of a sales platform co operative, while Jingdong is through the layout design, production, marketing, sales, logistics and other links to completely open the whole fashion industry chain.

On the track of "I have no one and I am superior to myself", Jingdong has found strong partners in addition to the advantages of infrastructure.

Next, Jingdong and Tencent jointly launched the CP (Content +Product) plan to gradually improve, based on Tencent QQ Penguin image and QQfamily, strange geese and other derived social IP, and its pan entertainment ecology games, novels, anime and many other IP content, downstream derivatives development.

With these IP images, young people have become one of the important goals of Jingdong's fashion positioning. Nowadays, CASIO, Y-3, G-Star and other trend oriented brands have joined the Jingdong to form a Jingdong trend alliance to catch up with the current hip-hop wave.

This self improvement and the ability to develop the relay partners have opened up a fashion for Jingdong.

Before long, the move of electronic products into fashion was not optimistic by the industry. However, behind its insistence on the strategy, data and user behavior have been pformed as a support.

During this year's Jingdong "618" celebration, the number of female users reached 2 times that of the same period last year.

They mainly focus on cosmetics, food and beverage, fresh, mother and baby, and life travel. Among them, the number of new users is 60%.

The adjustment of user gender structure experienced by Jingdong has been developing over a long period of time, which is related to its past decision making out of 3C domain and pformation business super department store format.

Gradually, clothing and design have become the last stop for Jingdong to develop online retail channels.

According to Liu Qiangdong, chairman and CEO of Jingdong group, Jingdong has to do the fashion ecosystem with Jingdong characteristics.

Tina Zhou of Fortune Character Institute, a luxury consulting firm in Shanghai, once told reporters that Chinese consumers used to buy brand Logo and marked products as a symbol of status, but this newly growing consumer group was very cautious about the status symbol, and it was too obvious for them to declare their status and identity directly.

It can also be seen as the original intention of Jingdong to make a comprehensive layout in the fashion field. From luxury, to high quality and personalized brand, price is no longer an absolute measure, but a multi-level demand to satisfy different cultural backgrounds.

However, whether it is the luxury sector or the contemporary designer brand, the barriers of the fashion industry will still be placed in front of the Jingdong. Maybe the consumer's change to the almost everyone in China is also watching, but Jingdong has gone to war, and this time, it knows very well how it should fight.

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