With the improvement of living standards, people have a more refined upgrading demand for underwear as the "second skin of the human body". The e-commerce platform has become an important channel for people to buy underwear and home clothes. According to industry data, China's overall underwear market scale will be 330 billion in 2019, of which online accounts for 40%. At the same time, the underwear industry belt represented by Shantou is also facing the transformation and upgrading of digitization and branding.
In order to establish a digital channel between underwear industry and consumers and meet the diversified demands of merchants and consumers for underwear products from the source of supply chain, on November 20, Jingdong clothing and JDL Jingdong Logistics signed a cooperation agreement with maoxing e-commerce underwear Industrial Park, which gathered 85% of the household clothing industry. They will jointly build "Jingdong economic warehouse" in the industrial park to support Jingdong The platform merchants enter the warehouse nearby, realize JDL Jingdong Logistics marking, improve the warehousing ratio and sales conversion rate of merchants, and synchronously promote the high-quality industrial belt factories to settle in the Jingdong platform, and boost the brand construction of underwear industry belt through comprehensive marketing support such as agent operation, brand incubation, and e-commerce talent echelon construction.
Zhan Shaolong, member of the Standing Committee of Shantou Chaoyang District Committee and executive deputy district chief; Huang Houjie, director of the Bureau of industry and information technology of Chaoyang District, Shantou City; Li Jiafeng, chief engineer of Shantou Bureau of industry and information technology; Chen Xiao, head of e-commerce section of Shantou Municipal Bureau of commerce; Ma lincan, deputy general manager of maoxing group; Zhang Zefeng, chairman of maoxing e-commerce underwear industry park; Jiang Feng, head of JDL Jingdong Logistics sales development department; Jingdong retail Ping Zhang Feng, general manager of business operation and Service Department of Taiwan ecological department, vice president of fashion business department of Jingdong retail fashion home business group, and Guo Ying, head of underwear Department of fashion business department of Jingdong retail fashion home business group, attended the signing ceremony.
It is reported that Shantou is the source of goods for China's home furnishing industry, and maoxing e-commerce underwear Industrial Park is located in the core position of underwear industry belt in Gurao, Shantou. Although the local industry chain is relatively complete, there has always been a prominent bottleneck of "non sales places of origin". In the past, most of the household clothes produced were supplied to Jiangsu, Zhejiang and Shanghai, and their own sales capacity and brand incubation ability were relatively weak, and they lacked sales channels and brand competitiveness. In addition, because the Industrial Park cannot provide warehousing solutions, merchants often have to go through Guangzhou, Jiangsu, Zhejiang, Shanghai and other places for many times to purchase goods, which has caused pressure on inventory turnover.
After joining hands with Jingdong clothing and JDL Jingdong Logistics, the traditional barriers to the development of underwear industry belt will be broken one by one. First of all, relying on the fashion underwear cloud warehouse of Jingdong cloud warehouse in the industrial belt - "Jingdong economic warehouse", Jingdong platform merchants can realize the integration of "warehouse, transportation and distribution" nearby, reduce the storage time and turnover of underwear products in multiple locations, and greatly increase the selectivity of goods. At the same time, Jingdong clothing will help high-quality industrial belt factories to enter the Jingdong platform, open sales channels directly to consumers, and strengthen the control of supply chain goods through warehousing, so as to establish consumers' trust in the quality of industrial belt products. On this basis, Jingdong clothing will also establish a business growth center to provide operation, flow, big data and other resources support for the settled high-quality industrial belt factories, increase the display and exposure of industrial belt goods at the consumer side while improving the digital operation ability, and promote brand incubation in an all-round way, so as to enhance the brand strength of the industrial belt.
Zhang Zefeng, chairman of maoxing e-commerce Industrial Park, said: "Shantou underwear industry belt has many factories, wide range of goods and support, but there is still a distance from the C-end demand and market; Jingdong has a huge customer base and a wide sales network, which can accurately grasp the market demand. The arrival of Jingdong Logistics has increased the turnover efficiency of goods and improved the turnover efficiency of goods. This cooperation is equivalent to building a high-speed channel between the industrial belt and consumers. It is hoped that in the future, breakthroughs can be made in opening sales channels and enhancing brand strength, so as to accelerate the transformation and upgrading of the industrial park. "
According to the cooperation agreement, the cooperation between Jingdong apparel and maoxing e-commerce underwear Industrial Park will be carried out in stages. In the first stage, the high-quality industrial belt factories will be promoted to settle in and the integration of factory warehouse and distribution will be completed. In the future, Jingdong clothing will rely on its own resources to promote the information exchange between factories and businesses, and solve the common problems in underwear industry belt that do not understand consumer demand and slow product iteration On this basis, we will further expand the market, serve the off-line and off-line stores, and gradually realize the overall upgrading of the industrial belt.
As the top brand of home furnishing industry, Fenton brand, one of the first batch of merchants to settle in the "Jingdong economic warehouse", is also one of the first merchants to settle in maoxing e-commerce underwear Industrial Park. Guo Yongjun, chairman of Fanteng brand, who witnessed the signing ceremony at the scene, said: "integrating industrial resources, innovating e-commerce ecology, through the in-depth cooperation of this industrial belt and with the strong support of Jingdong platform, we will always take leading and promoting the development of the home service industry as our own responsibility, and transform the support of channels and supply chain into development power, so as to bring consumers more abundant and more sexual The price of goods and better service. "
The opening of this cooperation is another example of deepening cooperation between Jingdong and the industrial belt. For the vast number of consumers, this means that they will purchase underwear products directly supplied from Jingdong in the future, with more abundant products, better prices and more guaranteed quality. "Although the standard setting threshold of fashion category is very high, through the in-depth cooperation of the industrial belt, we are confident that under the endorsement of Jingdong brand, we can establish the industry standard of home furnishing, which will bring users higher quality and better price. "In the long run, this cooperation will not only promote Jingdong underwear to build an industrial belt economy with Shantou as the axis and radiate to the whole country, but also help to dig deeper into the broader domestic consumer market, promote economic internal circulation, fully release production capacity, and promote the overall development of the clothing industry.