Jingdong Wants To Rebuild Vip.Com

The popularity of flash buying in the Chinese market and the rise of vip.com have also seen new opportunities for Jingdong positioned as an integrated e-commerce platform.

Wang Lijie, who served as senior vice president in the beautiful community and shopping platform focusing on female users, became general manager of flash shopping division after joining Jingdong. In an exclusive interview, Wang Lijie revealed that Jingdong intends to expand the entire clothing category through flash buying mode and provide better services for female user groups.

The operation mode of Jingdong flash purchase is roughly the same as that of vip.com, which focuses on selling less than half off of the brand. Wang Lijie said that at present, it mainly aims at large clothing categories, including sales of clothing, shoes, accessories, and a small amount of household products and beauty make-up every 4 days.

On the choice of cooperative brands, Jingdong flash buying is mainly a popular brand, accounting for about 30% of the world's major brands, and more about developing the popular brand in the Chinese market and the rapid development of the designer brand. "The choice of brand is also related to the characteristics of Jingdong's existing user groups. Most of the customers are currently 25-35 year old women who are concentrated in a second tier city, especially in a super city like Beijing," Wang Lijie said.

In Wang Lijie's view, Jingdong platform is particularly suitable for flash buying, because there is a high user community with both traffic and quality and loyalty. The back-end service also has a good foundation. If we can better integrate the end of the supply chain and offer the services such as experience and delivery to users, it will be a very ideal flash buying platform.

At present, Jingdong has set up an independent system for flash buying. It has set up a team with fashion, retail background and experience, and established a special flash store in Beijing, Shanghai and Guangzhou. In addition, the response time of consumer initiated return will also be shortened from 3 days to 3 hours. The Jingdong will take the place instead of the customer to send it back. At the same time, the Jingdong will refund the user immediately after the purchase. "We prefer the self service mode to provide Jingdong self service experience. At present, most of the cooperative brand goods will enter our warehouse, and Jingdong will provide warehousing, distribution and other services. By next year, Jingdong's 211 class service will also be available. Flash purchase Business is achieved, "Wang Lijie said.

　　 Wang Li Jie It is believed that although many e-commerce platforms are involved in flash buying, and there are already successful enterprises such as vip.com, but from the perspective of market demand, the market potential is still very large. On the one hand, users want to buy brand discounts at the end, and a large proportion of them are impulsive consumption; on the other hand, there is not enough online brand. Sales of tail cargo Therefore, this is still a blue ocean market to be excavated.

Wang Lijie disclosed that at present, more than 50% of Jingdong's flash purchase business comes from mobile terminals, including Jingdong APP, WeChat and other mobile platforms, and will invest more in mobile terminals in the future. "This year's flash purchase business is based on the foundation. Next year will usher in a more rapid development year. The pace will be bigger and the products, products and services experience will be better."