Red clothes, red pants, little tigers, have you got the sense of ceremony to welcome the Year of the Tiger?
The Spring Festival is approaching, and the most important promotion of the year – the New Year’s Day is in full swing. This year’s JD.com New Year’s Day, all kinds of New Year’s Red and Tiger Year-limited costumes have become a beautiful landscape. Different from people’s stereotype that red and zodiac products are not “foreign” enough in the past, this JD.com New Year’s Day, the new national style and trendy red products are setting off a wave of “new red products”, which are widely sought after by Generation Z and trendy people. .
Buying a trendy red product for yourself and preparing a “New Year’s red gift” for your family is becoming the most fashionable sense of ceremony at the moment. UOOYAA Red Tiger Tiger New Year gift box, edition tiger pattern wool sweater, Peacebird men’s 2022 cute tiger series sweater, BEASTER lucky tiger series baseball uniform… Major brands have launched a number of trendy red products, which have become the most popular items in this New Year’s Day. One of the generation’s favorite items.
Peacebird Men’s 2022 Menghu series wool sweater, edition tiger pattern sweater, BEASTER lucky tiger series baseball uniform
In addition, the new national style has also been popular in the era of Z, and it has emerged in this New Year’s Day. For example, more than 13 cardamom Chinese New Year’s Ming Hanfu, Carbine Chinese culture intangible cultural heritage paper-cut sweater, also liked by the Z generation during the New Year’s Day. list of commodities.
In the past year, the brand has returned in an all-round way, and the entire Jingdong clothing has started to grow rapidly. From trendy and trending items to niche products such as JK and Lolita, they can now be found on Jingdong. The explosion of new products and the continuous growth of Generation Z The influx makes JD.com a new trend gathering place.
Emerging brands break out, generation Z influx
Last year, Jingdong Apparel ushered in a large number of brands and greatly expanded the volume of goods. In addition to some domestic and foreign big names familiar to consumers, there are also many new and cutting-edge brands, and they have achieved outstanding results.
By the end of 2021, a number of cutting-edge brands have achieved several times the year-on-year growth in 2020: the official flagship store of Thumb, White and Little T clothing has increased by more than 6 times year-on-year; the Dushu flagship store has increased by more than 5 times year-on-year; the STARTER flagship store has increased by more than 5 times year-on-year. 7 times; the flagship store of Guliang Jiji luggage increased by nearly 5 times year-on-year; the official flagship store of Amazing Song increased by more than 4 times year-on-year…
In last year’s 11.11 promotion, there was a wave of concentrated outbreaks of cutting-edge brands. 11.11 started a good 10 minutes, and the turnover of more than 30 emerging brands of Jingdong Apparel increased by more than 10 times year-on-year. For example, 73hours, an up-and-coming brand of shoes and boots, saw a 5-fold increase in the average daily turnover compared to October; the up-and-coming brand of pants, moly vivi, sold out all new products in the thermal energy series within 10 minutes of the opening, and the sales volume of the popular single product Volcano pants in the first 5 minutes was year-on-year. An increase of 120%; the transaction volume of the niche jewelry brand KVK increased by nearly 4 times compared with the daily average in October.
From the commodity level, in the past year, there have been many trendy and new trend items on Jingdong clothing. Judging from the consumption data of Jingdong Apparel 11.11 last year, many trendy new products featuring new materials, new designs and black technology are sought after by consumers, and they have also become the trendy new choices for the Z generation who pursue personalization and novelty.
On 11.11 every year, thermal clothing is a popular category. On 11.11 last year, the turnover of thermal clothing not only continued to show a high growth trend, but also launched some new trend items, which are widely loved by consumers.
For example, in the opening 10 minutes of the climax period, the black technology series of down jackets represented by Bosideng and Langzi, such as extreme cold down, graphene inner liner, and aurora goose down, performed very well, with an overall increase of more than 20 times year-on-year; Bananai, UBRAS, The products represented by Songshan Cotton Store, such as technology-based thermal insulation, size-free thermal insulation, and high-end fabric thermal insulation products, are also popular with consumers, with a year-on-year increase of more than 3 times; thermal products such as silk, amino acid, and cashmere protein fabrics have increased by 5 times year-on-year. The electrostatic function of keeping warm increased by 6 times year-on-year.
Good-looking and cutting-edge brands are also popular among young people. During the 11.11 period of JD.com, the search term for “good-looking trolley case” was 5 times more popular than last year. Among them, Artrips bubble boxes with round shapes and bright colors, and Meilv sugar boxes with cool appearance and unique personality have become popular items that consumers are eager to buy. .
Artrips Bubble Box, American Travel Cube Candy Box
The children’s category is also showing a trend of more and more segmentation. The pre-sale of children’s clothing category toddler shoes starts on the first day and exceeds the whole pre-sale period of 2020. Among them, the first day of pre-sale of Mikihouse’s award-winning shoes exceeds the single product. 2020 Jingdong Apparel 11.11 Sales throughout the period; not only clothing, but also the demand for gold jewelry for babies has become increasingly prominent. In the opening 10 minutes of 11.11 last year, the transaction volume of JD.com’s “baby gold jewelry” increased by 6 times year-on-year.
The rise of various new trend categories is created by the new consumption needs of young people. At the same time, these new products are also attracting young people who like to try new products for JD. On 11.11 last year, the number of Gen Z users who participated in the first 10 minutes of JD Apparel was 5 times that of the same period last year.
With the influx of Generation Z, it has also led some niche clothing styles to break through the circle. The popularity of “three pits” is an example.
JK, Hanfu, and Lolita clothing are recognized as the three major expensive items. Fans are so fascinated by them that they are called “pits”. These three clothing styles that originally existed only in niche circles have entered the public eye at a rapid rate in the past two years, and they also had outstanding performance in last year’s Jingdong 11.11.
Last year, “Sankeng” clothing brands, such as Zhongpai, Shisanyu, Huachaoji, Yuchajia, Lalajiang, etc., which are loved by Generation Z, all participated in JD. Throughout the day, the turnover of the Zhongpai Uniform Hall and the Royal Tea House exceeded the entire month of October 10 minutes before the opening.
How to foresee new trends and capture Gen Z
Small groups such as “three pits” can come out of the circle. Behind the continuous emergence of new trend categories, Generation Z is becoming the main force of fashion consumption. They pay more attention to the display of individuality in consumption, and are more diversified in aesthetics and needs.
The “JD 618 | Generation Z Fashion Trends and Consumption Trends” previously released by the Jingdong Research Institute summarizes the niche beauty of the Z generation, pleasing style, new sophistication, gender-neutral clothing, sun protection, popular colors, etc. through consumption information. Fashion trends and analysis of the causes of different trends.
For example, Sankeng came out of the circle because of the popularity of niche beauty, and the two-dimensional culture has widely penetrated the Z generation. According to data from JD.com, the number of online shopping users of Generation Z accounts for 10% of the users of the whole site, but they bought nearly 30% of JK uniforms and Hanfu.
More than 13 Hanfu, Imperial Tea Family JK clothing
The rise of size-free underwear stems from the popularity of Yueji style. For Gen Z, pleasing oneself is a high fashion. Comfort and casualness is not only a way of dressing, but also an attitude to life. According to data from JD.com, the transaction volume of sizeless underwear for Generation Z increased by 342% year-on-year.
Such demand insights based on consumer information allow JD.com to foresee fashion trends in advance, keep up with the changes in the personalized consumer demand of Generation Z, and make products more segmented and cutting-edge.
However, consumer insights are not the whole story. In the past, JD.com has been using its unique offline and online advantages to play with young people in an all-round way, and to understand the consumer needs of the Z era on the front line.
According to Li Yating, head of the trend girl department of JD.com’s women’s clothing POP department, JD.com has established offline cooperation with many colleges and universities across the country. By recommending JD.com’s “student price” preferential products, it sponsors college activities and opens internship positions for students. way to interact with students.
At the same time online, around young users, JD Clothing also has its own thinking and a set of play methods. “We actually pay attention to Gen Z, in addition to the choice of products, they are more concerned about themselves and eager to socialize in terms of shopping needs.”
Based on this kind of thinking, JD.com will focus on products with concepts such as IP co-branding, black technology materials, and idol-like styles in the selection of product promotion. For example, the Peacebird brand endorsed by Wang Yibo, Wang Yibo’s same down jacket sales on JD.com performed very well, most of which were bought by Gen Z users.
At the same time, Jingdong Clothing has also opened some special channels and communities, so that similar products are displayed in a centralized manner, so that consumers have a place for communication and interaction. For example, the “Bankrupt Sisters Love Party” channel that brings together “Sankeng” clothing, and the “Happy Z Planet” channel that brings together all the new, strange and good things that Generation Z likes. There are also diversified and multi-platform communities based on interactive attributes, such as the “Tribe of Generation Z” in JD.com, and the “Muddy” of WeChat mini-programs.
“From online to offline, we have been able to fully and timely understand the changes of young user groups and their shopping needs.” Li Yating said.
Create new trends with brands
Behind the growth of more and more cutting-edge brands on JD.com, in addition to the influx of Generation Z and changes in consumer demand, it is also inseparable from JD.com’s strong support for merchants in the past year, as well as the “choose one” option. Changes in the overall business environment.
This year, with the continuous promotion of national anti-monopoly governance, the entire business environment has ushered in a more equitable and orderly development stage. The clothing brands that were originally affected by the “choose one” have all returned to JD.com. More and more cutting-edge brands are coming to JD.com to open stores. Affected by factors such as the normalization of the epidemic, small and medium-sized businesses with weaker ability to resist risks are now more constrained in development.
For emerging brands, JD.com has given a series of support policies to help them grow rapidly and cope with the challenges ahead.
In September this year, the JD Fashion Home Business Group, where JD Apparel is located, released a quality investment promotion plan centered on the “eight investment promotion measures”. Entry threshold, simplified entry process, resource enhancement, new merchant training, service provider support, logistics pre-position of key merchants, and exclusive operation guarantee are eight major measures, so that merchants of different categories and different operation stages can obtain corresponding solutions.
The new investment promotion measures cover all kinds of apparel merchants, from head merchants to small and medium-sized merchants to industrial belt merchants. JD.com has provided corresponding support policies for the pain points of different merchants. The benefits of the new investment promotion policy have directly brought about the full entry of KA apparel merchants to cutting-edge brands. In September, Jingdong Apparel released a new investment promotion policy for designers and trendy stores, attracting many cutting-edge trendy and niche designer brands to settle in.
In addition, Jingdong Apparel also gives full play to the advantages of new entity enterprises, relying on the digital and technical capabilities of the “Jingdong Supply and Marketing Platform” to help apparel merchants solve some business pain points, and at the same time in-depth cooperation with brands, to develop new ways to play together with brands. innovation trends.
Take cutting-edge brands as an example, in the relatively niche apparel field represented by designer brands and “Sankeng” brands, the common problem is that the supply chain capacity is insufficient, and the delivery time is often unstable, and orders for large promotions soar. The supply chain is difficult to undertake quickly and other problems.
In this regard, Jingdong Apparel has provided two levels of supply chain support for merchants. On the one hand, through the middle stage of the supply chain accumulated by Jingdong Apparel for many years, it helps merchants coordinate some supply chain resources; on the other hand, Jingdong Apparel will also be based on merchants. For different operational problems, make personalized rules for them. For example, for some merchants with relatively limited production capacity, they will be given a longer pre-sale time limit, which will give them a longer time for delivery, which will ensure consumer experience. Under such circumstances, the rights and interests of small and medium-sized businesses are also protected.
At the same time, with the continuous influx of new and cutting-edge brands and the continuous birth of new trend categories, there has also been a situation where new categories do not have new quality standards to adapt to this industry. In this regard, JD.com, through co-creating quality standards with industry associations, third-party testing agencies, and leading brands, recommends high-quality products for consumers, thereby promoting the construction of new trend categories, and even creating new consumer demand.
Karayang, which focuses on children’s functional schoolbags, is a typical brand that creates standards and promotes category construction with JD.com. During the research and development process of Karayang, JD.com has given a lot of insight into consumer needs, as well as the quality experience formed by JD.com in cooperation with industry associations, third-party testing agencies, and leading brands over the years, helping Karayang’s new schoolbags to quickly enter the market. Rising in China, Karayang has maintained an annual growth rate of 80% since it opened a store on JD.com in 2013, especially during the Xuexun in February and August every year.
kara sheep children’s schoolbag
While helping merchants solve immediate pain points, JD.com is also working with brands to explore more growth points, such as leveraging pan-entertainment attention, trying cross-category cooperation, and so on.
In June of this year, JD.com collaborated with the JK brand Yuchajia to jointly name a film and television drama IP, led by Joy Studio, the JD.com IP, and jointly launched the exclusive cooperation model JK with the movie “The Sky of the Burning Wild Boys” and Yuchajia. Uniforms, with the help of the public perception of the film, drove JK from a niche circle to a routine.
JD Clothing has also tried a lot of innovative ways to meet the preferences of Generation Z, such as the same style of stars, blind boxes and so on. Previously, Evisu participated in the Little Rubik’s Cube to find a new record, and mainly promoted Wang Yibo’s same style, which achieved a good result of a year-on-year increase of more than 2 times the turnover; in addition, Charles Keith’s new blind box debuted, China Gold & JD.com’s joint JOY & DOGA gold bar blind box, etc. They are also popular among young people.
CharlesKeith MINI Bacchus Bag Blind Box, China Gold JD.com Joint JOY&DOGA Gold Bar Blind Box
For emerging brands, JD.com has also opened a special channel for them, focusing on giving brand exposure while increasing consumer interaction, such as the long-standing emerging trend community on JD.com, the FANBOX channel. In each major promotion node every year, Jingdong Clothing will also open special venues for new and cutting-edge brands. For example, during Jingdong 618 throughout the year, Jingdong Clothing and more than 50 trendy brands such as DIESEL, EVISU, BASTO, chuu and so on launched #ischaocha# The event attracted the participation of a large number of young consumers.
In the past, JD.com was still taking advantage of its own full-category advantages to co-brand some innovative cross-category cooperation. “Gift in JD.com” is a concept that has penetrated into consumers’ minds in recent years. Every festival is the peak season for gift box sales on JD.com. This reaches more diverse consumers, so cross-category gift boxes came into being.
For example, the women’s bag + beauty gift box of Charles Keith and Perfect Diary is a typical case of JD Apparel helping brands to open up user circles and create new trends. In addition, Hanfu brands in the Sankeng circle are currently planning to combine with 3C categories. The cross-border gift box of Hanfu and 3C brands can better help the brand win young users and let Hanfu enter the vision of more consumers.
Constantly innovating products and ways of playing, JD Apparel is becoming the birthplace of new trends through co-creation with brands. Such a trend gathering place is also attracting more and more young people who are pursuing quality and catching up with the trend. Come to JD.com to buy clothes, find friends, and become an amusement park for Generation Z.
On such a platform that creates new trends, gathers young people, and also has strong supply chain capabilities and digital technology capabilities, I believe that emerging brands that are popular with consumers will continue to grow, and there will be more and more mature brands. Jingdong Apparel has found new growth points and radiates new vitality.
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