Dangdang Private Brand Clothing Online Positioning Is Higher Than Any Customer.

Some netizens found that Dangdang's search is no longer based on books. He went up to search for a book, first came out of clothes, then books and images.

Seem,

Dangdang network CEO Li Guoqing said Dangdang brand clothing is the route of UNIQLO, which is the basic fashion, but he stressed that Dangdang clothing positioning is higher than any customer.

Earlier, textile enterprises revealed that their free brand clothing will be launched in April 5th, and the total brand is Dangdang.

However, some people see Dangdang online, Dangdang is not only the clothing category of the free brand, called "Dangdang superior products" bedding has also been sold, and the on-line Dangdang brand clothing is currently only children's wear.

Wang Fan, a public relations department of Dangdang, said in an interview with reporter Tang Ming of the economic voice, "children's wear is just the beginning. Dangdang brand clothing has not yet been fully presented.

Wang Fan: This is just one small step. There are many other things besides children's clothes. There are many other things that we haven't shown up now. So we don't comment very much now.

It may be related later, because it is really just the beginning.

To speak, Dangdang is not the first to do its own business.

Last weekend, fan Kai pin signed a contract with famous writer and driver Han Han.

At the same time, all customers launched a wave of outdoor advertising promotion in 10 key cities, such as Beijing and Shanghai.

On the advertising picture, Han Han smiled and said, "there is spring, no fear."

This can not help but remind people that 2 years ago, all customers first signed Han Han, invested tens of millions of ads, directly increased annual sales from 500 million yuan to 2 billion yuan.

Fan's clothing sales not only guarantee the performance of customers, but also guarantee the employment and income of more than 400 foundry factories and 140 thousand workers behind customers.

Fans of all products said that the sales of all customers' own brands, instead of their own brands, are on the website of van V+, a supplement to all customers.

Related people: we have our own brand on the V+ platform, which sells all our own brands. Just like traditional clothing companies, we sell only channels on the Internet, all of which we sell are our own brands.

So you ask me that there are other brands in my own brand. In fact, this is the two concept. The two websites of V+ and V+ are different.

I don't know if I want to compete with my competitors. Now, Dangdang has gone through the footsteps of Fan Cheng pin, and has begun to make clothes of its own brand.

For e-commerce platform to do their own brand of clothing, some experts believe that many domestic garment processing enterprises are OEM production, the advantages of electric business to do its own brand is low cost, large profit margins.

Dangdang CEO Li Guoqing once said that Dangdang will start developing clothing brands, home textiles and home furnishings of its own brand goods, the species will reach three thousand or four thousand specifications.

Dangdang network chairman Yu Yu also said that the future will continue to expand, adjust and launch product lines.

Customers used to buy books when they were Dangdang, and later they bought baby products and household goods. Now they buy iPhone and iPad in Dangdang.

Jia Jinghua, a commentator of IT industry, said that the choice of Dangdang can be understood and that every appliance manufacturer is doing this. It is not surprising that Jingdong mall will launch its own brand.

Yu Yu: the first is that it wants to increase overall sales, that is to say, it wants to expand the share of Dangdang in the market, and then expand the product line out of this idea.

This means that the platform of B2C has been built. The more things we sell, the less the cost will be separated. The profit margin will also be higher, so it will expand the scale to increase the profit margin.

So it will expand its own clothing brand. The traditional B2C enterprises are expanding the category of goods. The Jingdong turned out to be home appliances and digital. Now the books have been developed, and they are also entering the home textile industry.

Yu Yu's words seem to be saying that Dangdang has pformed from a shopping mall based online shopping mall to a "department store".

Since April 1st, there has been more than one category named "Gome" in Dangdang's home navigation bar. This is a classification that Dangdang set up specifically for Gome's home appliances and digital products promotion.

At present, the price of most household appliances in Dangdang is less than hundreds or even thousands of dollars cheaper than rival Jingdong mall.

For example, the sales of Panasonic washing machines sold Dangdang net sell 4400 yuan, the price of Jingdong is 5199 yuan, the difference is as high as 799 yuan.

A Ronshen refrigerator, Dangdang promotional price of 2520 yuan, while Jingdong mall selling price of 3299 yuan, the difference is 779 yuan.

Dangdang, the responsible person said, this is the first round of sales promotion of Gome in Dangdang. In the future, Dangdang will carry out a large-scale promotion and profit sharing activities at an average of 1 times per month.

Dangdang's attitude is considered to be launching a price war to Jingdong mall, which is famous for selling 3C products.

Dangdang CEO Li Guoqing said publicly that he was working hard in the field of 3C in order to retaliate for Liu Qiangdong of Jingdong.

If Dangdang sells 3C products just to get revenge on Liu Qiangdong, then does it make its own brand clothes for revenge?

However, in view of the vertical clothing business, the first crab eating PPG has gone bankrupt. After all, it has become dull.

So what kind of future is Dangdang brand clothing? IT industry commentator Jia Jinghua said he did not care about Dangdang clothing.

Jia Jinghua: I think I am not optimistic about the brand clothing. Dangdang has obvious advantages in books. In fact, the reason is that because Dangdang has great advantages in suppliers and procurement channels, it is difficult to make the clothing advantages of being independent brand, so I am not optimistic about its own brand clothes.

Another point is that the profit of the garment is relatively low relative to that of the electricity supplier. The logistics cost and promotion cost are relatively high, and the profit will be relatively low.