Fashion Business Competition Is Quite Fierce, Farfetch Opens New Strategy

Jingdong in

There are new big moves in the field.

This afternoon, Jingdong announced that it will invest $397 million in the UK Fashion Farfetch, and become one of its largest shareholders. The two companies will also form a strategic partnership.

Liu Qiangdong, chairman and chief executive officer of Jingdong group, will join the Farfetch board.

Farfetch will still serve as an independent brand for consumers, and cooperate with Jingdong in marketing, logistics and technology.

Not long ago, we have reported that Jingdong set up a logistics team dedicated to luxury goods distribution, "Jing Zun Da". The courier will deliver an electric car, a suit and a white glove. After that, Farfetch will also use this service in China.

The fashion business is not too long to enter China, but the competition is fierce.

At present, Net-A-Porter, Farfetch and Shopbop have already established Chinese websites.

Farfetch's Chinese office is located in Shanghai.

According to the cooperation agreement, Jingdong and Farfetch will make use of Jingdong's digital marketing technology platform and service "black long technology", combined with Jingdong big data resources, to help Farfetch establish automatic marketing system in China, so as to enhance Farfetch's visibility and market position in China.

In addition, users of Farfetch can also use it.

A number of services provided by finance include "Jingdong payment" as the preferred payment method, as well as small consumer credit service "Jingdong ious".

The e-commerce platform was not accepted by luxury brands at the very beginning. Although the scale of luxury brands has expanded over the past decades, technology has also changed the retail industry, but luxury brands are still cautious about the third party e-commerce platform.

With a little attention, luxury brands will be selected in the golden section of the downtown area.

The seemingly deserved retail characteristics perfectly explain why the electricity supplier was initially regarded as a flood, because it is like an open market. Your neighbor may be busy selling hundreds of dollars ladies wear, or a highly imitated brand name package from a counterfeit factory.

Similarly, "shop" visitors include potential consumers, and tourists who turn around to buy abroad after asking prices, of course, there are always passer by who want to pass the time.

Jingdong and Farfetch have been making frequent moves.

At the beginning of this year, Jingdong broke the fashion business from its original clothing and home business department, set up a separate fashion business department, and appointed Ding Xia as president of the Department, further strengthening the development of fashion category. The brand of LVMH group such as tiger Heuer opened a new flagship store in Jingdong.

Jingdong and Tmall almost all choose to attack luxury online at the same time.

The competition between the two e-commerce platforms has been hard to compete with from the war of words to the competition for resources.

But Jingdong's experience in shooting luxury model maps is still lacking, because the quality of the pictures is poor, and the social media such as WeChat and micro-blog have caused a lot of trouble with Jingdong.

For more information, please pay attention to the world clothing shoes and hats and Internet cafes.