Jingdong Cooperation With La Natsu Bell, Lining And Other Garment Enterprises To Test Water Store Delivery Mode

Looking at the entire clothing industry, who is not a O2O model, I am ashamed to say that I am making a brand. But, the support of manpower and material resources needed to get through the online and offline channels is not borne by every brand. Even if it can afford such a large investment, it is not willing to spend so much time for many brands. Now, they have chosen to enter the third party platform to exchange for a higher supply chain efficiency with smaller inputs, while the electric business enterprises have also been coveted by the offline retail outlets. For example, the brands such as Aya group and La Natsu Bell have settled in Jingdong, and Jingdong has begun to take "takeaway" for the clothing brand.

The Jingdong announced yesterday that the company has been with the bestseller group.

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The four major garment enterprises cooperate to test the water store delivery mode.

Since then, consumers can buy clothing from Jingdong, such as distribution of stores or self purchase of stores.

Analysts in the industry believe that the efficient supply chain mode of online ordering and store delivery has become a new direction for O2O exploration in apparel and other industries.

Jingdong delivers takeout for clothing brands

Jingdong and the four fashion brands will launch a new garment O2O mode in dozens of cities such as Beijing, Shanghai, Guangzhou and Tianjin.

Customary online shoppers can pick up goods near stores or stores near Jingdong stores through O2O clothing stores. Consumers who are accustomed to shopping in stores can choose to "scan code" and then distribute them by Jingdong.

In addition, in terms of after-sales service, Jingdong clothing O2O will also open up online and offline services, and consumers can simply return the order of Jingdong to the store, thus eliminating the various processes of online return.

In the new mode, the original distribution center of the brand was upgraded to store distribution, which not only reduced the manpower and material input of the brand in distribution, but also greatly improved the overall inventory operation efficiency, and effectively released the inventory pressure and capital pressure of the enterprise.

According to industry analysts, the cooperation between Jingdong and clothing brands is similar to the "takeaway O2O" which is now normalizing. It not only integrates online resources, but also greatly improves the efficiency under the line.

However, for the Jingdong with self logistics as the core competitiveness, store delivery is even more regarded as a supplementary logistics product.

In fact, more than one Jingdong aiming at this model has been exploring e-commerce platforms such as Alibaba, which have been exploring social logistics.

It is reported that the four major brands of the group, VERO MODA, SELECTED, JACK&JONES and ONLY, will gradually realize the direct delivery of more than 1300 stores in 11 main cities. La Natsu Bell, Lining and XTEP will also deliver goods near the stores in more than 30 cities across the country, providing the consumers with distribution service on or after the next day.

Xin Li Jun, vice president of Jingdong group, said that the new mode will not only bring more convenient and convenient shopping experience to consumers, but also enhance the efficiency of brand supplier supply chain.

Breaking the predicament of traditional clothing brands

For the traditional clothing brands, which are trapped in high inventory and weak sales in recent years, it is also necessary to get through the online and offline businesses to earn a way out for themselves.

10 years ago, some brands developed at a very large scale and once became the standard of each shopping mall. However, the good times are over. With the rise of local fashion brands and the continuous expansion of fast fashion brands such as Zara and H&M, they have been removed from some shopping malls.

But all of this is changing now.

Those brands, which are limited by space and capital pressure, unable to make full spread and unable to reach the three or four line channels, can gradually pform the brand stores into experience centers, and complete the channel sinking through a small number of goods display and guide line orders.

In addition, Jingdong clothing O2O project will provide CRM management tools for brands, which will help brands acquire more consumer data and achieve digital management of consumer relations.

On the other hand, when users enter the physical shop, they will be guided by the line shopping guide, and will be included in the offline store performance, and will be helpful to stimulate the enthusiasm of the shop guide, so as to promote the O2O mode to be implemented.

It is understood that Jingdong currently operates 143 large warehouses in 43 cities across the country.

Its clothing city has been launched since 2011. Last year, Jingdong increased its horsepower and Tmall's positive side in the field of clothing. This O2O will become a new weapon for Jingdong in this competition.

However, whether Jingdong O2O can continue to do so depends on whether it is strong enough to affect consumers' buying behavior, and at the same time protecting the interests of franchisees at the present stage.