The Next Battlefield Of E-Commerce: Fashion Layout?

Tmall: building a fashion ecosystem

In August, Tmall issued a fashion strategy to build an eco eco - circle by creating a stereoscopic marketing system of fashion media.

It is reported that in the new season of autumn and winter 2014, Tmall will provide a series of fashionable solutions for the platform brand, including customized fashion blockbuster, thematic shopping guide and fashion show. It will provide consumers with fashion trends and trends that are synchronized with the international fashion industry, as well as the first brand new product launched with T, and the innovative service of "watching and buying".

In fact, from the beginning of this year, Tmall has called out the strategy of brand fashion and is the first of its strategy.

Judging from its tactical strategy, this year Tmall has significantly increased the intensity of new products and the entry of international brands.

Public information shows that Tmall has introduced many brands such as Burberry, Estee Lauder, ASOS, Muji, ZARA and so on. In the 3C digital industry, it has also launched a new debut channel, covering clothing, beauty, digital, home decoration and other vertical industries.

Tmall also announced its introduction of more than 4000 international brands from 45 countries.

Especially in the clothing category, Tmall is also strengthening the linkage of the brand with the TV program. No matter where it goes, "the daddy goes where" or the Oriental TV's "goddess's new clothes" is promoting the tonal for the dress, also is the fashion show for Tmall.

According to the industry review, compared to other electricity providers just pull up the market share is different, Tmall needs to change is the consumer to Tmall and even the whole business of fashion recognition.

This is not a day's work.

As Tmall, which occupies 74.3% of apparel B2C market share, it is the first element to expand its multi-dimensional business boundary while maintaining its leading edge.

The battle between Alibaba and the sword has been very obvious.

After the announcement of Tmall's overall fashion, Jingdong will launch a new autumn and winter fashion conference with a tit for tat, and will cooperate with the bazaar in depth.

It is understood that Jingdong began to carry out comprehensive comprehensive expansion in 2010, and the two categories of books and clothing are the key categories.

Four years later, the proportion of male and female users of Jingdong has been balanced.

In recent years, Tmall has been pushing the male market and worried about the loss of female users.

Insiders pointed out that the Jingdong's entry into the garment industry is different from that of Tmall. It pays more attention to brand and product quality, and takes the boutique route. The target market positioning should be consumers in the middle end, and consumers who pursue quality and brand.

Jingdong has been the main category of 3C, its sales account for about 60%, but the price of 3C category is more pparent, gross profit is low, too much reliance on 3C household appliances and Jingdong mall loss has a certain relationship, so expanding clothing category is also an inevitable trend.

The gross profit of clothing category is obviously higher than that of 3C category, and the seasonal consumption of clothing makes the consumption frequency of clothing higher than that of 3C category.

For this reason, some market analysts pointed out that Jingdong is the most popular slogan of "fashion" slogan recently. It needs to convey information to the capital market: Jingdong needs diversification, not only will it do 3C digital.

An indisputable fact is: focus on price war and logistics gambling, and fall into the dispute of scale and channel. How can Jingdong realize scale profit and get rid of the increasingly serious losses?

Dangdang published "Dangdang staff twenty-two fashion rules" on official micro, and guided all Dangdang people to become "fashion fellas". The military regulations also pointed out that every layer of the company had make-up rooms. "The frequency of going there must be higher than that in the toilet!"

Subsequently, CEO Li Guoqing also sent a long mail to the staff of the clothing department, "changing from gene to self", asking all employees to "boldly challenge themselves, make themselves more fashionable and more comfortable, and let the fashion gene of the whole company expand."

Some commentators believe that Dangdang has been in pition, originally committed to the development of large department stores, but the department store category extends a lot, and finally did not bring profit contribution, followed by its search for focus, the book, clothing, shoes and hats and mother and baby as the three main categories are smart.

After pformation, it has done well. Now clothing has become the second largest category of books.

It is understandable that overweight clothing business seeks new consumption growth points, but the challenge of implementing Dangdang fashion is not small. The key to the problem lies in forming core competitiveness.

Dangdang has been in pition for three years. Nowadays, the main discount for pulling Dangdang clothing sales is Tmall and vip.com, and Dangdang is mainly based on clearance. How to distinguish Tmall from products is the key to survival.