Tmall And Jingdong Are So Hostile. Who Will Mediate?

According to the world clothing and shoe net, it broke out from 618.

Although the storm of Shang and Shang Dynasties seems to have subsided in public opinion, in fact,

and

The contest between big costumes is getting more and more intense.

Recently, a number of clothing brands quietly withdrew from the Jingdong platform, completely into the embrace of Tmall.

From the beginning of the 618 period of cracking and silking and seven grid, more than 40 clothing brands have been closed at the flagship store of Jingdong.

In this dark battle, Tmall remained silent, but the offensive was unprecedented.

After winning the first round, from a strategic point of view, Tmall will never stop it. Next, Jingdong will have to continue to bear pressure.

Regarding this, Cao Lei, director of the China Electronic Commerce Research Center, said such withdrawal behavior has seriously affected the healthy development of the industry.

On the one hand, such behavior is harmful to consumers, businesses and platforms.

For consumers and businesses, there is little room for selection, and for the platform, the number of brands on the platform is directly reduced.

On the other hand, if the exit behavior is not stopped in time, it will be possible to form a Domino effect, which has hurt the whole industry and even the capital market.

Brand interest choice

In September 21st, Ningbo Pacific bird fashion dress Limited by Share Ltd announced that in September 2017 20 and Ali's Tmall reached the new retail strategy cooperation intention.

In the future, the two sides intend to carry out new retail strategic cooperation in the field of brand building, big data application, consumer operation and online channel integration and international market development.

The goal of the strategic cooperation is to open a double billion plan for Taiping and Ali.

That is to say, Tmall will help Taiping bird achieve double billion in revenue line in 2020.

Prior to that, Taiping bird has quietly withdrawn from the Jingdong platform.

Obviously, the Taiping bird withdrew from the Jingdong to "clear ambition" to fully take refuge in Tmall, and Ali also returned the prize, immediately returned to Taiping bird with the gift of "two hundred billion" strategic cooperation.

As a casual wear manufacturer, Taiping bird owns five sub brands including women's wear, men's wear and children's wear. It is located in the middle and low end, the market is dominated by two or three line cities, and the strategy of "four wheel drive" coordinated by department stores, shopping centers, street stores and electric providers is adopted in sales channels. In 2016, the revenue was 6 billion 300 million yuan, ranking ten in the national apparel industry.

At present, the main selling channel of Taiping bird is offline. Last year, the total retail sales of Taiping bird were 9 billion 900 million yuan, of which online sales amounted to 1 billion 600 million yuan, accounting for about 16%.

Its earnings data show that over the past three years, sales of Pacific bird's offline outlets have been growing sluggish, but online channels have achieved a compound growth rate of 51.56%.

In the first half of this year, Taiping bird's online sales reached 760 million yuan, and the annual sales target of 3 billion yuan is expected to exceed 85%.

Another well-known clothing company, Hai Lan home Limited by Share Ltd, pulled out of Jingdong earlier than Taiping bird and signed a strategic agreement with Alibaba.

In September 2nd, Hai Lan's home announced that it had signed the strategic cooperation agreement with ALI on the 9 day of the 1 month 2017.

Through extensive and integrated use of Ali's products and services in product sales, brand building and marketing, big data empowerment and consumer operation and innovation, the company will help companies achieve more profitable growth and accelerate digital pformation in China.

Ali's Tmall and Ali related platforms will provide unique, high-quality services and resources for Hai Lan's brand promotion, and provide strong support for Hai Lan's home to continuously develop a large number of potential customers and enhance the influence of the company's brand.

It is understood that following the 618 cracks and seven Grid announced the withdrawal of stores, since August this year, Taiping bird, Hai Lan's home, Jiangnan Buyi, Han dresses, GXG and other 44 clothing brands have also been evacuated from the Jingdong, including 27 women's clothing brands, 7 men's wear brands, 7 children's wear and 3 underwear.

Jingdong also confirmed the news to reporters.

During the 618 period, the seven companies had withdrawn from the store on the grounds of Jingdong's strong demand for preferential promotion, but the more than 40 brands that did not withdraw from the store did not have such a reason.

Why should these brands abandon the big platform such as Jingdong? Is it not good to have more than one sales channel? Hai Lan's home replied in a vague way that it was the company's decision making. Many brands refused to respond to the matter of withdrawal.

Jingdong stressed that in fact, there has been no regulation on clothing businesses in recent years. On the contrary, preferential policies have been introduced to give businesses support in many ways.

"No matter Alibaba, vip.com or Jingdong, all the platforms are very good to us!" a senior executive told reporters. "There are so many reasons, but there is no way to say it."

He said frankly that the sales of Korean capital clothing house in Jingdong platform business is also very good. It is the number one brand in sales volume.

"But on the A platform, the sales volume is 10 billion, and it is 100 million on the B platform. What do you want me to do?" the top executive denied that it was a "two pick one" team, and on the other hand, it expressed the frustration of being a brand player.

"Enterprises hope that every platform can develop healthily."

He said that the company hopes to make a big listing, objectively speaking, it wants to develop more platforms and channels.

"But what about a strong and weak platform?"

According to the 2016 performance report disclosed by Han Du Yi house, in 2016, the company's revenue was 1 billion 430 million yuan, and its main revenue was contributed by three major platforms, including Tmall mall, vip.com and Jingdong mall, of which Tmall mall accounted for 933 million yuan, 65.19%, vip.com accounted for 25.47%, and Jingdong accounted for only 5.64%.

Because of this, despite the fact that Jingdong is not too thin to wear the clothes to Korea, this spring awarded the 2016 annual awards for Jingdong clothing, including Han dresses, Hai Lan's home, GXG and other brands. But in the face of interests, these brands still go away.

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Is platform monopoly?

For a number of brands have withdrawn from the Jingdong platform, Cao Lei believes that the platform is an important entry for merchants to obtain traffic, users and sales volume.

As a matter of fact, under the background of the traditional retail trade and the growth of the channel under many brand lines, these businesses should remain in the Jingdong.

Because of the increasingly fierce competition in the online apparel industry, there are third parties who are not required to put pressure on the Jingdong to exit the platform.

Over the past two years, Jingdong has constantly increased the number of clothing categories. Liu Qiangdong, chairman of Jingdong group, even claims that the category of clothing and clothing will become the first category of Jingdong in five years.

During the 618 period of this year, the clothing category of Jingdong grew strongly, and the number of female users reached 2 times that of the same period last year.

This is undoubtedly a threat to Ali, who started with clothing category.

During the 618 year of this year, Ali changed the marketing plan urgently, launched the promotion war ahead of time, broke the silk market, and started to withdraw from Jingdong by the tide brand of the seven grid, and invested all in Tmall.

Faced with the pressure of Ali's "two elections", Jingdong and vip.com issued a statement on boycott unfair competition in mid July this year.

Jingdong and vip.com believe that an e-commerce platform has abused market dominance and coerced businesses to be suspected of violating the Anti Unfair Competition Act. The two platform strongly condemned the actions and complained to relevant state departments.

After the mediation of the relevant departments, the "two election one" team action has come to an end.

However, from August this year, the more than 40 brands collectively withdrew from the Jingdong. Ali did not give up the pressure on Jingdong.

"Ali is very strategic, they will not explicitly require brand teams, but they will force brands to make choices through various ways such as flow control and rights reduction."

An insider told reporters that Ali will grasp the yardstick through the legal department, so it is hard for the outside world to say anything.

It is worth noting that this brand has not been involved in the vip.com shop. On the vip.com platform, the reporter saw that the brand of Taiping, Korea and so on still had sales.

The senior executives of Han Du Yi house also confirmed that their sales in vip.com were all normal.

The sales share of these brands in vip.com is larger than that of Jingdong mall. Perhaps the result of the game also shows that Ali's primary target is Jingdong.

Cao Lei believes that such withdrawal behavior has seriously affected the healthy development of the industry.

On the one hand, such behavior is harmful to consumers, businesses and platforms.

For consumers and businesses, there is little room for selection, and for the platform, the number of brands on the platform is directly reduced.

On the other hand, if the exit behavior is not stopped in time, it will be possible to form a Domino effect, which has hurt the whole industry and even the capital market.

However, from a legal point of view, there are still gaps in how to regulate the competitive behavior of the electricity supplier and how to define whether the platform is suspected of monopoly.

"The former anti-monopoly law is mainly aimed at offline entities, and now the electricity providers are developing rapidly. Relevant departments need to consider how to modify the anti-monopoly law as soon as possible, so as to be more targeted and more precise."

Ren Xingzhou, former director of the Market Research Institute of the development research center of the State Council, said that in September 21st, a seminar on the theme of fair competition organized by the China Council for the promotion of trade (CCPIT) was supposed to curb the abuse of market dominance by legislation.

"The legislature should respond promptly to the monopoly of the electricity supplier."

The deputy dean of the school of law, Peking University, said that the issue of "two selection" of the e-commerce platform has not been well solved at present, which involves the fairness of the policy system.

"We hope that the government can intervene in coordination."

The senior executives of South Korea's clothing house told reporters that the fight against them not only damaged the interests of the platform itself, but also damaged the brand dealers, and hoped that the government would make good research on the status quo and ensure a healthy and orderly market development environment.

More interesting reports, please pay attention to the world clothing shoes and hats net.