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  每经记者赵雯琪    每经编辑张益铭

  外卖大战如火如荼,但京东的野心不止于此。

  “未来三年,大时尚的关键词依然是增长、增长、增长。”4月22日,京东大时尚相关负责人表示。自去年三季度追加10亿元投入强势入局服饰战场后,京东的攻势愈发猛烈。

  当日(4月22日),京东大时尚在合作伙伴大会上发布“品类击穿—大单款”与“品牌双500”两大战略。京东方面表示,要在鞋服等品类打造全网最具质价比大单款,同时要助推品牌实现高质量增长,在细分赛道快速提升市场占有率。值得一提的是,京东还针对新商家推出专属扶持政策,帮助商家在开店初期站稳脚跟。

  早在今年3月,淘宝先行发布服饰行业2025年新战略,同时表示将力推原创品牌和品质商品。核心内容主要包括三个方面:扶持原创商家、支持品质商品、为商家降本增效,全面改善营商环境。

  在电商平台中,服饰品类始终占据电商战略高地,“得服饰者得天下”一度成为行业共识。这一品类不仅贡献着上亿元规模的GMV(商品交易总额),更是用户活跃度与平台生态健康度的晴雨表。当前,在国内的几大电商平台中,无论是阿里“淘天系”(天猫淘宝)、还是新崛起的拼多多、抖音电商等,都在将服饰品类作为重点发力的领域,并且形成了各自优势。

  如今,各大平台正以差异化路径重塑服饰电商的竞争维度,一场围绕用户时长、商家生态与产业话语权的持久战已然打响。

  京东副总裁、京东零售平台运营与营销中心负责人邵京平介绍商家扶持政策

  图片来源:每经记者赵雯琪摄

  一直以来,京东以3C家电构建的“男性主场”特征显著,男性用户占比长期超60%。而服饰、美妆作为典型女性向品类,承载着其用户结构转型的关键使命。

  因此,服饰、美妆成为京东必须要拿下的战场。去年9月,京东宣布追加10亿元投入全面布局服饰品类,高调入局服饰、时尚电商领域。

  在去年三季度电话会上,京东集团CEO许冉在业绩会上透露,中国电商市场存在巨大潜力,京东计划通过提升用户体验和用户增长来保持竞争优势。京东将持续投资于自营供应链、物流服务和用户心智强化,特别是在服装和美妆等品类上推出创新服务,以吸引更多用户。

  而这一战略也取得了明显的成效。

  京东2024年财报显示,去年四季度,京东的季度活跃用户数和购物频次同比继续保持双位数增长。第三方商家数量继续保持同比高速增长,在第三方商家成交的用户数和订单量也在增长。

  据京东大时尚在发布会上披露的数据,过去一年间,依托服饰品类追加的10亿元投入,京东大时尚已成为品牌增长最快的土壤。2024年,京东大时尚成交额破亿元的品牌数量、店铺数量均实现同比双位数增长。人群方面,女性用户、高消费人群占比、购物频次持续提升。这也意味着,服饰和美妆等赛道正在为京东带来更多增量空间。

  面对这样的增长势头,京东决定继续加大布局力度。

  京东方面表示,未来,京东大时尚将重点夯实鞋服品类质价比、运动品类专业度等差异化优势,打造全网最具质价比大单款,带给消费者确定性购物体验;同时,京东大时尚将通过爆款打造、新品运营,并通过1+1店铺联动、品牌维度人群运营等举措,助推品牌实现高质量增长,在细分赛道快速提升市场占有率。

  值得一提的是,除了优化商品供给,京东大时尚还将推出更多服务保障体系,包括送装一体、开箱即骑等人性化特色服务,和隔夜达、爆品秒送等超速快递体验。同时,京东大时尚也将正式启动品类合伙人招募,加码投入站内外营销资源,提升流量扶持,并给予更大规模和更灵活的激励政策。

  在商家扶持方面,京东表示,将推出包括0元入驻、最高3%佣金、最多累计60万元返点等措施,帮助商家在开店初期站稳脚跟。同时,依托京东2000亿元出口转内销扶持计划,京东大时尚也将帮助受贸易波动影响的商家开辟内销通道,开展多种招商模式,通过流量倾斜和全渠道营销支持,加快打开销路。

  4月23日,互联网分析师庄帅在接受《每日经济新闻》记者微信采访时表示,服饰业务属于季频品类,可以有效提升用户在京东的购买频次;另外,服饰属于非标品,价格敏感度较低;最后,服饰品类上新频次也较高,商家在营销推广上也更愿意在平台做更大的投入,这可以有效提升京东的利润率。

  在他看来,京东的优势在于仓配体系提供更好的用户体验,结合自营采购还能让购物体验标准化,而且用户的消费力比较强。

  当各平台都在服饰赛道加码时,如今电商平台的竞争维度已从单纯的流量争夺转向生态能力比拼。

  从现有的电商格局来看,天猫依托完整的内容矩阵(逛逛+直播+旗舰店)构建消费闭环;抖音凭借兴趣电商实现“爆款速生”;拼多多坚守白牌低价策略。京东则打出差异化组合拳:以自营物流保障体验,用开放生态吸纳长尾供给,借3C用户基础实现跨品类导流。

  强手如云,京东想要突围也并非易事。

  去年双11期间,抖音电商公布的一组数据显示,在10月8日至11月2日期间,抖音电商近七成服饰品牌成交翻倍。时尚服饰品牌表现尤为亮眼,整体销售额同比增长近90%,商品卡带动的销售额同比增长超140%。

  而在今年年初,淘宝天猫在服饰、美妆、运动户外三大行业试点推出优质品牌限时返佣激励政策,截至今年3月底,90%品牌达成双位数高增长目标。接下来,该政策将增频扩围,频次提高为“全年多次”,并逐步向全行业拓展;3月底,淘宝直播也宣布加码品质直播,将新增110亿元投入,帮助更多生态伙伴用品质实现确定性增长。

  今年3月,淘宝发布服饰行业2025年新战略,力推原创品牌和品质商品。核心内容主要包括三个方面:扶持原创商家、支持品质商品、为商家降本增效,全面改善营商环境。淘宝服饰行业负责人看山透露,淘宝服饰的直播表现十分亮眼,连续3年保持双位数增长。新商家踊跃尝试,2024年行业涌现了600个直播成交额破百万元的新商家、100个直播成交额破千万元的新商家。同时,淘宝服饰将继续在直播赛道加大投入,进一步打造营销IP“超级时装发布”。

  拼多多于4月初宣布,未来三年内拟投入资金、流量等资源超过1000亿元人民币,加码高质量电商生态建设,助推平台商家新质转型升级,全力构建用户、商家及平台多方共赢的商业生态。

  有平台进攻,有平台防守,也有平台想要颠覆现有格局。围绕服饰、美妆等领域,一场更为激烈的争夺战正在上演。

  对于当下的竞争格局,庄帅表示,未来各大平台服饰领域的竞争会持续存在,各大电商平台也会根据自身的商业模式和生态优势强化该品类,商家也会根据不同平台采取不同的运营和营销策略,甚至开发不同的产品来满足不同平台的需求,最终形成差异化竞争的局面。

  封面图片来源:每经记者张建摄

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