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央视网:网曝众多淘品牌退出京东 天猫搏命狙击京东

2017-09-01 16:05:55   中国经济网

近日,有商家爆料,包括韩都衣舍、江南布衣、妖精的口袋等20余家淘品牌女装集体关闭了京东店铺。

之前外界关于天猫强迫商家“二选一”被炒的沸沸扬扬,但不管是商家主动为之,还是受迫于平台压力,似乎都掩盖不了一个事实,在消费升级的趋势下,服装尤其是女装品类已经成为了天猫的最后一块堡垒,如果女装再被洞穿,天猫在中国电商领域的优势将不复存在。

据Analysys易观发布的《中国网上零售B2C市场季度监测分析2017年第2季度》报告显示,京东从去年Q2开始,一年内市场份额猛涨6.1个百分点,同时天猫的市场占有率却降低了5.4个百分点。有意思的是,在2017年第二季度的财报中,京东重点强调了其在时尚类目和女性用户的增长,面对京东来势汹汹的攻势,利用其对淘品牌的影响力全面退守、加固女装品类的护城河已经成为了天猫的必然选择。

众所周知,随着网络零售占比社零总额的提升,由最初的图书、3C、到服装、家电,再到近些年网络零售占比越来越高的商超和生鲜,绝大部分的实物品类都已经实现了电商化,但仔细品味,在这些不同细分品类当中的竞争态势却大不相同。

在实物电商品类中销售额占比最高的,毫无疑问是服装类目。天猫依靠着早期消化中国服装产业的过度产能,培养了一大批的淘品牌,也率先开启了服装品类电商化的浪潮,保守估计,仅在服装类目,天猫就占据了80%以上的份额,但在其他品类,尤其是标准化的品类中,京东正在依靠自建仓储物流和自营的模式,从效率及体验上,一个个的洞穿了天猫的堡垒。

例如,在网络零售销售额中仅次与服装的3C类目,京东占据了超过电商市场50%的绝对份额。据IDC发布的《中国PC市场季度跟踪报告》显示,2017上半年,京东商城笔记本销量占整体电商市场的73.6%,特别是联想(含Think)、戴尔、惠普三大国际巨头笔记本品牌,京东的销量占其整体电商销量的近80%,几乎是垄断性的占比!

由此可见,在除了服装之外的所有类目上,京东都实现了对天猫的逼近和大幅反超,这也让京东雄心勃勃的将下一个突破口锁定在了服装品类之上。从今年以来,京东在服装品类上的动作也接二连三频频发力,不仅刘强东亲自站台去招募国际大牌,而且京东还斥巨资首购了国外的奢侈品电商平台Farfetch,更让天猫紧张的是,京东在进攻服装品类的时候祭出了两大法宝:第一是自营,京东已经开始了大规模的服装自营,尤其是男装的自营,极大的提升了用户体验;第二是从高端品牌向下渗透,用高维打低维,不同于以淘品牌为主的天猫,京东今年加大了对于阿玛尼、Tommy、拉夫劳伦等众多一线品牌的招募和扶持力度,试图从品质和高端人群入手与天猫分一杯羹。同时,与腾讯和唯品会的结盟,也使得京东在服装领域有了更高的话语权。

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