Douyin e -commerce launched a new dark battle against Tmall

Basic Tmall Basic Late.

Wen ｜ Peng Qian

Edit ｜ Qiao Yan

Source ｜ 36 氪 Future Consumption (ID: LSLB168)

Cover Source ｜ Vision China

When a retailer wants to open the door to do business, what is the most important hand?

The answer is, big products.

Therefore, COTSCO must put on Maotai when opening in China, and the ambitious Douyin e -commerce must also get Uniqlo.

This day finally arrived. On September 6, Uniqlo held its first brand self -broadcast in Douyin and launched a number of new products. It did not focus on sales of stocks. In addition, Uniqlo Douyin Live Room also released multiple live trailers.

In the Chinese market, Uniqlo has always been known for its daring to try something else. It has settled in Tmall in 2009 and became the first overseas brand to enter. At this time, many brands also knew about e -commerce. A few years ago, when the WeChat Mini Program made a big way, Uniqlo was also the first round of merchants to settle in the first round.

Compared with it, its layout of Douyin seems to be slow. As early as 2 years ago, many head brands have pressed the startup key to bring the goods on Douyin live. However, Uniqlo did not do live broadcast directly, but opened the handling room and the official flagship store, but there were not many products in the store.

As early as 618 this year, there were market rumors that Uniqlo was about to open Douyin live broadcast. But it was not until recently that Uniqlo's Douyin live room was officially launched.

A source close to Uniqlo told 36 氪 Future consumption, and it is the biggest concern of Uniqlo's biggest concern to the Douyin with Alibaba. In addition, Douyin Live has gone through a period of chaos, and Uniqlo, who has high service quality requirements, also wants to wait.

Under the Underworld's determination to live in Douyin, it may be related to its poor performance in China.

Drag by the Shanghai epidemic, Uniqlo Q1 first appeared in the Greater China revenue and profit decline this year. In contrast, its overall overseas market revenue has increased by more than 15%, but the Chinese market, which has always contributed the most, has performed poorly. In Q2's financial report, Uniqlo mentioned that during the 3-5 May, there were the highest customs store records in China, with 169, of which there were about 90 stores in Shanghai.

Holding hands, Uniqlo is undoubtedly a key step in Douyin Live on clothing categories, which can attract more head brands that are still watching. In the shoe category, Douyin chose to let Adidas leading the performance of the performance in China. In the first half of this year, his first brand special broadcast live in Douyin. During the period, Adidas sales exceeded 170 million yuan.

Shoes and clothing are Tmall's housekeeping categories. Douyin continues to introduce head brands, which means that Taobao and Douyin, new and old e -commerce players, have launched more direct battles.

Headed e -commerce compete for Youyi Monastery

Uniqlo is a vane of the competitive pattern and strength of the e -commerce platform.

JD.com, who starts with 3C and is eager to become a full -category e -commerce platform, has been working hard to break through the costume category with the highest repurchase rate. Founder Liu Qiangdong even bluntly said: As a retailer, how could it not be a woman's business? How can you not do those business that repeated purchase?

To this end, Liu Qiangdong spent a lot of energy to invest in clothing categories.

According to a former JD employee, when the clothing business department was established in 2017, Liu Qiangdong's itinerary 9 Chengdu was from the clothing industry. The boss Zhang Zetian ran through major fashion activities all year round, focusing on supporting emerging designers and original brands. In addition, in order to cut into the segment of luxury goods, JD.com also spent investing in Farfetch and online "Jingzunda".

Despite the large investment, JD.com's clothing road is still very bumpy, and it has not made eye -catching results. One of the important reasons is that before antitrust, in order to keep the basic disk, Alibaba has long enabled his agreement for a long time with its traffic and crushing advantages in the clothing industry.

The most typical battle is Uniqlo.

In 2015, Uniqlo announced the settlement of Jingdong, Liu Qiangdong personally platform for the platform, JD.com also provided Uniqlo with a series of exclusive "preferential agreements" for Uniqlo, including but not limited to Shanghai to open up exclusive warehouses for Uniqlo, providing the entire process from warehousing to distribution process. Service support and operation support for omni -channel.

In addition, because Uniqlo is the first international clothing brand settled in the Jingdong warehousing system, many needs have never been encountered before, and finally the JD.com renovation system was overcome.

However, the results of the cooperation between the two parties are quite dramatic: Uniqiku Jingdong flagship store only operated for only one month, and hurriedly closed. For the reason for the termination of cooperation, Uniqlo's official response is that cooperation is still yet to be improved, but to this day, Uniqlo has not settled in JD.

On the surface, Alibaba issued better conditions for Uniqlo: help Uniqlo build online sales of official website and provide offline market channel data to choose physical store addresses. These capabilities were not good at clothing categories at that time JD.com can't reach it.

But the decisive role is Ali's almost monopoly position at that time. An executive of a head brand in the clothing industry told 36 氪 Future consumption. Before the appearance of Douyin live, Tmall has always been the online main battlefield of clothing brands in China. Purchase.

After JD.com's 618 major promotion that year in 2017, about 40 head clothing brands quietly withdrew Jingdong, including Taiping Bird, Jiangnan cloth, and Handu clothing.

According to the future consumption understanding of 36 氪, the brand withdrew JD.com was forced by Tmall's pressure to discharge him. If it is not observed, the store will be surrendered, and the platform will also cancel some traffic support benefits. In those years when Tmall is in full swing, the head brand has no choice.

Today's Tao Tao clothing that was not the past

As the trend of channel differentiation is becoming more and more obvious, Alibaba's absolute status in clothing and other categories is constantly challenging. The anti -monopoly policy became stricter, and the brands had cleared the obstacles.

Out of the desire for traffic, the brands have begun to operate multi -channel operations. Before the prosperity of Douyin live broadcast, WeChat Mini Program was highly hoped for by brand owners. During the Double Eleven of 2018, Uniqlo opened the WeChat Mini Program "Palm Flagship Store".

A Uniqlo employee once told 36 氪 Future consumption, WeChat gave the brand a great autonomy: strong private domain operation, non -interference promotional activities, and completely using their own warehouse inventory, and this was all that Tmall had not been able to do it before. Arrived. However, due to the positioning of the WeChat platform, the brand owners did not get the expected results.

Since the second half of 2019, Tao's traffic has slowed down, and many clothing, beauty brands and small and medium businesses have left. At that time, Douyin, who had just done a live broadcast business, just took over this wave of merchants.

In the first half of this year, the executives of the digital clothing industry revealed to the 36 氪 Future Consumption that the Douyin live clothing market was close to the overall market of Tao E -commerce clothing. Judging from the performance of the head brand, as early as the end of 2021, well -known e -commerce analyst Li Chengdong said that in October 2021, there were 10 shops with sales of more than 100 million yuan in Taobao Tmall, and 15 Douyin had.

According to the future consumption search of 36 氪, in addition to ZARA and HM, all the costume brands in front of Tmall Double Eleven and 618 have all settled in Douyin stores, many of which have only started to bring goods live this year.

Douyin Live does provide a new development opportunity for brand owners who are caught in traffic anxiety. According to the future consumption understanding of 36 氪, Morima, Hailan House, Teenieweenie and other brands have considerable sales in Douyin live broadcast.

Although many brands said to the future consumption of 36 氪, this year it clearly feels that the competition is becoming more and more intense and the traffic dividend has slowed down, and its growth in Douyin has begun to slow. Still showing growth trends.

Douyin supports the brand's determination, not only to reducing the discount of commissions. From 2021, the Douyin's flow distribution system has become a gradient division of 136. Talent (50%last year), 30%to the vertical expert. In addition, in May this year, in order to allow brand vendors to provide more products, Douyin revised e -commerce live broadcast preview management rules, each live broadcast can add up to 100 items.

However, some brands also expressed their concerns about the future consumption of 36 氪.

They believe that white brand products close to Uniqlo on Douyin are likely to be impacted. Similar issues have also appeared on Tmall and other platforms, and the weight distribution rights have continued to decline to allow small and medium businesses to continue.

It seems that Douyin e -commerce is also trying to copy the road of Tmall, but the platform's operation and service capabilities are a long -term accumulation process. Douyin e -commerce still needs some time.

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