Undercurrents Surging: Jingdong'S Accelerated Layout In The Field Of Luxury Electronics

"The uniqueness of Jingdong is that it can not only guarantee the true reliability of commodities, but also provide high end services such as promises. We look forward to consolidating this high quality cooperative relationship while opening up China's electricity supplier market. "

In recent years, there has been a trend of overall recovery in the luxury retail industry. The domestic electricity giants are actively positioning the luxury sector, while Jingdong is weaving a luxury business network that can include more consumers.

At the beginning of this month, Delvaux, a luxury leather goods company, announced its cooperation with Jingdong, and officially opened its business trip. The first official online flagship store has also opened the curtain on Jingdong.

Delvaux, founded in 1829 in Brussels, Belgium, is famous for its innovative know-how, excellent leather technology and rich historical value. Through the provision of exclusive electricity supplier services, Delvaux will provide a new quality shopping experience for Chinese customers.

Delvaux CEO Marco Probst said here: "we have been looking for opportunities to create extraordinary shopping experiences for our customers and strive to provide unique high-quality services. The uniqueness of Jingdong is that it can not only guarantee the true reliability of commodities, but also provide high end services such as promises. We look forward to consolidating this high quality cooperative relationship while opening up China's electricity supplier market. "

At the same time, Chiang Ke, President of the international business division of Jingdong fashion home platform business group, said: "we are very pleased to cooperate with Delvaux, an elegant and traditional Belgian brand, to provide Chinese customers with admirable boutique products, which will be delivered to the customers by the high end express service of special person and special vehicle.

Delvaux chose Jingdong as its flagship store for the first time in the 190 year history. This historic landmark partnership is a great trust for us.

Since the launch of luxury business in 2017, Jingdong has established partnerships with more than 200 luxury brands worldwide. Jingdong's white glove delivery service, "Jing Zun Da", provides online shopping with highly personalized, courteous attentive service and innovative offline experience.

Less than a week away from Guan Xuan Delvaux, Italy Chao Msgm and American designer Proenza Schouler also entered Jingdong. After that, in recent years, the hot and simple breeze represented the brand By Far and entered the Jingdong to open its own flagship store.

　　 Delvaux's choice, why Jingdong?

I think the Delvaux Global CEO Marco Probst said in an interview that it can explain why. "We have been looking for opportunities to create extraordinary shopping experiences for our customers and strive to provide unique high quality services." "The uniqueness of Jingdong is that it can ensure the true reliability of products and provide high end services such as commitment," said Delvaux Global CEO Marco Probst. We look forward to consolidating this high quality cooperative relationship while opening up China's electricity supplier market. "

In fact, in just two years, Jingdong attracted more than 200 luxury brands to enter the official market. In May last year, it launched thousands of brands with the global fashion vertical Farfetch. Why is Jingdong more attractive to luxury brands?

The main reason is that the Jingdong's unique luxury brand entry mode has the advantage of more controllable risk and genuine product protection. The huge high-end user base is more attractive to luxury brands. Secondly, Jingdong's digitalization ability to embody luxury brand's "experiential" demand is undoubtedly more attractive to the rise of the new middle class today.

Specifically speaking:

The quality of luxury Jingdong entry is more assured and the risk is more controllable.

The younger generation of luxury goods consumption in China is basically the original inhabitant of the Internet. However, 88% of young consumers choose to buy luxury goods online. The reason is also very simple: they are afraid of buying fake goods.

Luxury brands are also very cautious about the electricity supplier platform, but also afraid of fake products. Today, under the influence of the epidemic, the demand for young consumers to reduce shopping is surely suppressed. So, which e-commerce platform can let consumers stay indoors, and buy one hundred percent of the genuine products at ease, who will have big opportunities.

Opportunities are reserved for those who are prepared. Jingdong with digital capabilities has already discovered and started to meet the needs of young luxury consumers.

To this end, Jingdong has opened up a link between online technology superiority and offline services to achieve a shift from shopping websites to more three-dimensional virtual stores. For the millennial generation of the Internet aborigines, the smooth and comfortable shopping experience of e-commerce platform is even more attractive and time saving than physical store shopping, which also makes Jingdong's competitiveness and advantages in the epidemic become more convex. Obvious.

In addition, it is well known that from the early days of Jingdong, the zero tolerance of fake goods and the protection of 100% genuine goods were consistent with the spiritual concept of luxury brands. Specifically, Jingdong now sells luxury goods as the main station platform, one is the official flagship store of the brand, and its brand is directly opened on Jingdong, through some basic service facilities of Jingdong, such as Jingdong finance, AR technology, Beijing Zun top distribution service, etc., so that consumers can enjoy the noble shopping experience online shopping, and Delvaux adopts this mode. Can also be consistent with the line, synchronized with the new. Consumers are allowed to buy brand new products and limited money without leaving home.

Another is Jingdong unique, called self authorized official flagship store. This mode is directly signed by Jingdong and the brand side. The goods come directly from the brand side, Jingdong helps the brand to carry out the operation of the store, and the goods go to Beijing East warehouse, through the Jingdong logistics delivery. Like MSGM, who has just entered the field recently, and the Prada before it has adopted this mode.

This brand direct supply also means that there are no intermediate third party links, and 100% quality inspection is needed to ensure the quality of each product. Moreover, Jingdong is still the only electronic platform with three test standards. This standard is derived from the research and determination of the international link and system standard of the Jingdong, which enables luxury brands and consumers to rest assured that they can enjoy the luxury of brand new luxury services at the flagship store of Jingdong.

And the foundation of digitalization capability is that Jingdong has a huge user base. Only enough data can build a digital model which is most close to the real consumer demand.

　　 Full plank layout

Although most of the early luxury electric providers are lonely, Jingdong seems to be very optimistic about the prospects of luxury electric business. In 2017, they invested Farfetch in the US $367 million, opening the way of luxury electric business investment.

Jingdong's stake in Farfetch is due to the fact that a large number of people in China buy luxury goods through the way of purchasing, while Farfetch has gathered more than 400 independent buyer shops in the world. It is second to none in terms of cross-border luxury goods business, and can guarantee goods are genuine products. Jingdong's cooperation with Farfetch can seize the market of purchasing some people.

In order to increase its territory, Jingdong also reached a cooperation with the world's first luxury electric business listed company "temple library". In July this year, it joined LVMH's fund L Catterton Asia to complete the "temple library" investment of 175 million US dollars.

In addition, Jingdong signed a strategic cooperation agreement with Ruyi group in September 4th. Cooperation will focus on brand entry, unbounded retail, intelligent supply chain and other business segments.

Ruyi group has 40 international famous brands, such as SMCP, RENOWN, Aquascutum and Maje, and is the top 20 fashion luxury group in the world.

So far, Jingdong has covered three groups of people in the luxury sector, and has joined hands with many luxury brands to complete the layout of luxury electric business.

　　 Want to do luxury goods business more than Jingdong, Ali

Back in 2011, when Tmall was also called Taobao mall, luxury brand Coach first tried to open a shop in Taobao, but their cooperation failed two months later, because Taobao did not help Coach fight against fake products.

Coach opened shop in Tmall again in August 2015, and closed shop again a year later. Since then, Tmall and Coach no longer cooperate.

Ali did not cooperate with the failure of luxury brands.

In July 9, 2014 and May 15, 2015, Gucci Gucci and other brands filed two lawsuits against Alibaba on counterfeit goods.

Because of the frequent problem of counterfeit goods, only Burberry actually co operated with Tmall in 2016. AAFA (American clothing and Footwear Association) also brought a lot of fake goods to Ali dress, so it was included in the "notorious market".

Jingdong, on the other hand, is cautious about luxury goods. This not only allowed Jingdong to win the recognition of many luxury brands, but also obtained AAFA certification: in April 26, 2017, Jingdong was officially recognized as a member of AAFA.

Ali has a lot of fake goods, which is helpless because Ali is an open platform, and its logistics system can not guarantee the legitimate source of commodities.

Jingdong is different.

Jingdong adopts the self run store mode, and the brand side can operate the store according to its own way, and it can also ensure the authenticity of the goods. Moreover, Jingdong's self built warehousing and logistics system can also effectively reduce the concerns and risks of the brand side in warehousing management and distribution.

Jingdong's Asia first warehouse in Jiading, Shanghai, specializes in a luxury warehouse. It uses explosion-proof and fireproof special toughened glass, cipher lock, face recognition, 24 hour monitoring without a dead angle, infrared scanning, and 110 linkage.

In order to better preserve luxury goods, special temperature zones and constant humidity zones have been set up in the library.

Overall, 2020 will definitely become the watershed of China's luxury industry. The global luxury brands will further gather in China, and some will emerge as leaders in the luxury industry. And the Chinese e-commerce platform with the advantages of entering the mode, having the foundation of luxury users and digitalized ability will become the first choice of international luxury brands. From a comprehensive perspective, Jingdong will be more appropriate.