Jingdong Joined The American Fashion And Footwear Association Fashion War Started.

Maybe you still have an impression. Not long ago.

We have just set up a major clothing department and announced a high-profile entry into the fashion industry.

Recently, it has taken a new action -- formally joined the American Apparel & Footwear Association (AAFA), and has since become the "safe" member who has been certified by the association.

The reason for safety is because AAFA is a non-profit organization dedicated to managing the use of chemical substances in fashion brands in the United States. Its members are required to strictly control the use of chemicals in the production process in strict accordance with the relevant standards of the association so as to ensure that the products sold by member brands are not harmful.

At present, AAFA has more than 1000 certified members.

From Marc Jacobs, Calvin Klein to Gap, Tommy Hilfiger, Levi s are all members of the association.

Jingdong got this

Certification is a professional endorsement for quality in terms of its follow-up actions in the fashion industry.

This move is consistent with the idea that the platform has repeatedly emphasized "genuine" in the sale of electrical appliances and electronic products.

In fact, "genuine" or "quality" is the difference between Jingdong and its biggest competitors, Tmall and Taobao, when competing in various categories.

So when Jingdong entered the fashion market that Tmall and Taobao had built up enough competitive advantages, they also wanted to strengthen this difference.

On the other hand, joining the AAFA will also help Jingdong achieve better global performance.

This not only refers to the attractiveness of consumers, but also the ability to negotiate with them when negotiating with brands.

Or, at least, it will lay the foundation for its "peaceful coexistence" with many brands.

Ding Xia, vice president of Jingdong group and chief executive of Jingdong shopping mall, said in an interview with the interface news that she believed that the relationship between luxury goods and China's e-commerce will break down sooner or later.

From this perspective, the membership of AAFA will also help Jingdong gain more trust from brands, especially luxury brands.

In contrast, Jingdong's old rival, Alibaba, often said that "Alibaba" also hoped to establish its name by joining the association.

In 2016, the Alibaba announced its entry into the international anti fake Alliance (IACC).

The association is also an international non-profit organization dedicated to combating counterfeit and shoddy products, and owns more than 250 brands including Gucci, Yves Saint Laurent and so on.

In addition, the organization has members of law firms, investigation and product safety companies, government agencies and intellectual property associations.

However, at that time, Alibaba did not receive "courtesy" such as Jingdong.

Because after its announcement, Michael Kors, Gucci, Tiffany, Co. and other brands, which are beset by Taobao fakes, have announced their withdrawal from the organization to express their dissatisfaction with the news.

IACC therefore halted the membership of Alibaba.

Up to now, Jingdong has been following the wind in the AAFA entry.

However, World Trademark Review also reported in the report that AAFA's "putting the Jingdong in the same camp is likely to cause existing corporate members."

Jingdong is full of confidence because its "proprietary" mode enables it to monitor product quality and brand authenticity from all aspects of procurement, inventory and distribution.

Although the cost of this mode is too great, even if it was successfully listed in 2014, it has never been profitable.

But this situation is gradually turning around - just released in the first quarter of 2017 earnings report,

For the first time since the listing, quarterly profits have been achieved.

For more information, please pay attention to the world clothing shoe and hat net information report.