The clothing card game reopened, this time it was JD.com's turn to shuffle
Live streaming host in live e-commerce is trying to shout a few dollars a T-shirt, which is not only the efficiency miracle of China's e-commerce logistics infrastructure as the world's factory, but also the sad song of China's clothing industry. clothing industry is caught in such a cycle: the extreme pursuit of low prices on e-commerce platforms makes all brands have to compete for prices; merchants are busy being involved in various big promotions, but profits have not soared; designers are reducing new brands, and price wars are constantly squeezing the creativity and inspiration this industry needs; clothing overcapacity, enterprises are clearing warehouses at low prices, and many merchants have faced survival challenges. JD.com tries to jump out of this vicious circle. JD.com, which specializes in selling mobile phones and computers, not only sells clothes, but also wants to sell clothes "quickly and cheaply" - both more than 200,000 clothing merchants and cost-effective industrial belt clothing; allowing consumers to buy satisfactory clothes, and allowing clothing merchants to still do business today while maintaining brand tonality. Liu founded JD.com 21 years ago, adhering to the methodology of "cost, efficiency, experience", which has become the strategic context for JD.com to think about how to sell clothes. We learned that JD.com's internal judgment, "cost" and "efficiency" are not the key elements of the clothing category. Clothes of 10 yuan and 10,000 yuan have different tonalities and their respective audiences. People are also willing to sacrifice efficiency for good-looking clothes and endure several days of pre-sale period. Therefore, "experience" has become the winning point for JD.com's full investment in clothing. The most obvious consumer perception may be free and fast returns and exchanges. In recent years, JD.com has also done a lot to optimize the shopping experience: it has to adjust the system logic of search and recommendation for clothing categories; it has successively launched more than 20 fashion category characteristics such as shoe and clothing recovery and free door-to-door return services.
