Tmall And Jingdong Are In A Mess In The Clothing Market.

Since the establishment of Tmall's predecessor Taobao mall in 2003, consumers have already found more than 70 thousand brands on Tmall. Zhang Jianfeng, President of Alibaba Group China retail business group, said that clothing is the first category. Over the years, a large number of users have been accumulated by Tmall, a garment maker. In 2014, 350 million independent buyers traded on Tmall.

Tmall held a fashion summit, half of which are garment executives. Hector, attachments, bestsellers, Decathlon and other brand representatives came to power one after another and announced their entry into Tmall's strategic partnership camp.

Tmall's new clothing alliance has made the industry nervous: in addition to signing a strategic cooperation agreement with 160 clothing brands, Tmall has also won the exclusive right to cooperate with more than 20 brands such as Timberland, E LAND, TEENIE WEENIE and Inditex group.

The clothing electricity supplier is in the fast growing stage. According to the data from the quarterly monitoring report of China's B2C market in the first quarter of 2015, the first quarter of the Chinese market, the clothing trade scale of the Chinese B2C market reached 120 billion 540 million yuan, an increase of 54.1% over the same period, of which Tmall accounted for nearly 70% of the market share in the first quarter of 2015.

However, the clothing business has never been short of competitors. The Jingdong, which started in its own mode, began to strengthen the third party support three years ago and speed up the pace of the platform. Since 2014, Jingdong's open platform has clearly classified clothing as a key direction, and has also held many new fashion launches of "Shang. Jingdong". In August 7th, Jingdong announced the new division system adjustment, and set up a clothing and home business department separately. Up to now, Jingdong clothing city has more than 3.8 merchants, including HUGO BOSS, GAP, Levi's, Lacoste, and JACK&JONES, Vero Moda and other top Tmall brands.

In April this year, Japan's fast fashion brand UNIQLO announced its presence in Jingdong mall. For Jingdong, with the proportion of non 3C products reaching 50% and non proprietary trading volume approaching half, the introduction of famous consumer brands like UNIQLO is crucial to enhancing brand image and user experience.

But don't forget the significance of UNIQLO to Tmall.

In 2009, Tmall (also known as Taobao mall) ushered in the first international brand, it is UNIQLO. Then there were Forever 21, Gap and other fast fashion brands, and Taobao entered the era of "big Taobao". Today, UNIQLO ranks the top ten in Tmall's "double 11" sales day sales list each year. On the day of 2014, UNIQLO's total turnover in Tmall exceeded 260 million yuan, ranking fifth in the flagship store and the flagship store in the whole category.

Tmall and Jingdong, which have repeatedly clash on the carnival of electronic commerce and real fake goods, are fighting hand in hand again. The clothing brand has become an important resource for the two platforms to compete. Tmall signed more than 160 strategic cooperation brands in one fell swoop, to some extent, it can also be seen as building a firewall to ensure Tmall's absolute advantage in the field of clothing.

For brands, the biggest advantage of Tmall is the huge amount of traffic that the official website can not match, and the two is the massive data generated by buying behavior.

In addition, Tmall will help apparel brands build official websites or build Tmall flagship stores into "official website". Starting from April this year, Li Shujun, the head of Tmall's apparel category, said: "if we turn to online sales, backstage technology and other issues to Alibaba, we can reduce the manpower input of the e-commerce department and devote more effort to improving the efficiency of the entity store."

In some cases, this is true. Uniqlo When Tmall achieves 100 million sales, its own electricity supplier Department has only 3 people. As you can imagine, Tmall's "contracting" service has made the enterprises that taste the sweetness go closer and closer to themselves.

Whenever there are new brands entering the platform, Tmall will also guide traffic for them. Tmall itself is an electronic business platform plus promotion agencies. The so-called traffic guidance methods include page location, the use of red packets, the arrangement of Tmall data, recommended purchases, labels and so on.

However, after signing a strategic cooperation agreement or exclusive exclusive agreement, the brand can get more resources, and the "hidden customer program" is one of them.

"Through Ali big data intelligent algorithm model to screen potential customers who have the tendency to purchase the brand, and achieve the purchase and transformation of the hidden customers, this will effectively improve the volume of turnover." Ding Ding explained at the summit. At present, Decathlon, GAP, Taiping bird, Adidas and other Tmall apparel strategic partners have begun to run the "hidden customer program". In June, Tmall's internal sales data showed that the conversion rate was almost double that of other traffic after the "hidden customer program" was running.

　　 Exclusive brand There will be more resources. Ding Ding said that when holding big promotion, Tmall will arrange exclusive partner's floor, and the exclusive brand will be exposed in the main path search attribute area. The popular point is that when entering search keywords, there will be exclusive cooperative brands besides screening areas.

Helping businesses increase sales is only the most superficial function of big data. Alibaba Zhang Jianfeng, President of group China retail business group, said that with the help of Ali big data, the international brand can also lay out the layout of the line. Many international brands that only opened in the most prosperous areas of the first tier cities, such as UNIQLO, can accurately match consumer demand through big data and go deep into China's three or four tier cities. In August 2nd, Ryui Masa, founder of UNIQLO, said he would continue to add 100 stores a year in China.

Tmall has made a lot of money for this brand defending war, but for more brands that have not signed exclusive or strategic cooperation agreements, their two platforms are unwilling to give up.

"Our philosophy in marketing is that where there are customers, there is our product. Although we sell very well on Tmall, in view of the growth of Jingdong platform, we also hope to offer our products to Jingdong customers who like Jingdong. Abinta Malik, senior vice president and general manager of Greater China in Cape group, Gap, told the interface news.