For the well-known underwear brand Urban Beauty, it seems that it underestimates the influence of JD.com and Lin Chiling.
On the evening of September 29, Urban Beauty joined hands with JD.com to hold a Super Brand Day event. Lin Chiling, who has been the chief designer of Urban Beauty since 2012, told the story like Lei Jun released a Xiaomi phone at the event, and also released the latest design of the joint underwear. It is worth mentioning that this is a rare sight for Lin Chiling to show her ingenuity and "long-term discussion" as a designer.
With the full support of JD.com and Lin Chiling, "good things" and "bad things" happened at the same time.
On October 1, when logging onto the urban beauty page of JD.com, a large store announcement came into view - on September 29, super products exploded, the order volume system exploded, and warehouse and distribution friends picked and delivered goods day and night. For orders from September 29 to September 30, we will issue them within 72 hours after placing the order.
It is traceable that on the evening of September 29, Ding Xia, president of JD.com's fashion business unit, revealed that "selling started at midnight that day, and the first 15 minutes exceeded the sales volume of last year's Double 11, and the first three hours had exceeded 35 times the average daily sales."
Data from Urban Beauty shows that from 2014 to 2016, the performance of Urban Beauty’s E-commerce was RMB 70 million, RMB 240 million and RMB 450 million respectively. It is expected to achieve 750 million yuan in 2017, and the target in 2018 is 1.2 billion yuan. Previously, the 2017 semi-annual report released by Urban Beauty showed that the total revenue in the first half of the year was 2.079 billion yuan, of which Li Ren E-commerce was 238 million yuan, a year-on-year increase of 44.5%, and the gross profit margin of e-commerce reached 56%. "Our e-commerce brand was officially launched in 2014. It has been growing at a 100% compound growth rate every year. Now it is not only the first brand in offline retail underwear market share, but also ranks among the top online brands," said Zheng Yaonan, chairman and president of Urban Beauty Group.
In the industry's view, JD.com's support for urban beauty is not unrelated to its clothing strategy. On March 16 this year, JD.com announced that it would split the original Clothing and Home Furnishing Department into two, establish a large Clothing Department and a home life business department, and Ding Xia served as the president of the Clothing Department. Since then, the Da Clothing Division has acquired the luxury goods business and has been renamed the Fashion Division. Public information shows that Ding Xia has served as general manager of the Greater China Region of the United States, and Nelson served as vice president of retail research, and has more than 20 years of work experience. In the industry's view, the independent large clothing categories and led by Ding Xia clearly reflects Liu Qiangdong's emphasis on clothing business.
In the industry's view, the high-profile cooperation between Urban Beauty and JD.com also means that the "last battle" of e-commerce giants has entered the final stage.
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