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Dangdang Open Platform To Develop Clothing Brand

2013/4/25 22:59:00 27

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by constantly absorbing Amoy brand and traditional a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand alliance, Dangdang clothing department store business is now rapidly completing the strategic pformation from self purchase to self marketing to a self opening platform.

According to Dangdang CEO Li Guoqing revealed that Dangdang network clothing sales department this year's sales target is 14 billion, sprint 20 billion, of which clothing will reach 4 billion 500 million, so Dangdang will not only in the comprehensive high-end clothing category among the second business, may also enter the electricity supplier in the total three.

when it comes to the standards of investment in Dangdang clothing mall, Li Guoqing said: "we agree with small and beautiful.

Even Tmall big business, we also see that your product tonal symbol is not in line with our high-end, if it does not meet our high-end, or go to Tmall or Jingdong.

vigorously develop the pool joint operation

"P >" at present Dangdang has been gradually shrinking the clothing of self, our original category is too wide, and even forced the clothing brand business to shop the product to the warehouse, it turned out that this is not in line with the law of clothing operation.

Nowadays, Dangdang has rarely sold self made clothes, and relies more on platform businesses to sell them.

Li Guoqing said that in the end, whether it is self-directed or affiliated, the emphasis is on the integration or the emphasis on several target categories, whether it is the main business of distributing goods or not, and so on. Dangdang has been entangled for three years. Finally, it has chosen to vigorously develop the business of stock distribution. The advantages of this way are more lightsome, more conducive to scale expansion and raising the gross margin level, and more convenient for controlling commodity quality and improving customer satisfaction.

compared with Tmall, Dangdang's platform strategy highlights obvious differentiation strategy.

An example is that most consortium merchants should enter the Dangdang warehouse and use Dangdang's COD services, while Tmall will not be the main distributor.

On Dangdang platform, 90% of merchants use Dangdang COD services.

talking about COD services, Deng Yifei, vice president of Dangdang, believes that customers will not raise the rate of return by using cash on delivery.

Last year, Dangdang clothing after three months of cash on delivery test, found that the return rate is lower than Tmall.

To this end, Dangdang will launch door-to-door returns in 530 cities this year, so that customers can rest assured.

the display rules of merchants are also different.

On the Tmall platform, the competition between sellers can be described as tragic. A seller who wants to stand out on the fierce Tmall platform, in addition to delivering the buckles of revenue, needs to buy customers' traffic through "through train", "Amoy promotion" and "drilling Exhibition". While Dangdang does not have high advertising expenses, mature businesses also get further value-added services such as gold location recommendation, special frame display, logistics priority and joint promotion.

according to Deng Yifei, in the way of display, Dangdang will rank according to different brand names. Each brand has one to two single exhibits, and then goes directly to the store.

Search results page should also guide customers' consumption according to brand orientation, because it is not purely commercial real estate, so the display mode is different from Tmall.

create high-end clothing Shopping Mall /p >

statistics show that Dangdang platform currently has an independent UV between 3 million 500 thousand and 4 million 500 thousand per day, which is still lower than Tmall. However, the average customer price of Dangdang clothing department is higher than that of Tmall, and the conversion rate is 50% higher than that of Tmall, with an average conversion rate of about 30%.

as for shopping frequency, Dangdang started selling books, and the frequency of buying books was relatively low. Unlike clothing category, customers may come several times a day to clean their favorite styles, so this year Dangdang hopes to increase the frequency of purchasing customers through the development of clothing category.

Hu Chenchuan, a data analyst of the world network operator, thinks that although the book price is not high, the purchase frequency is lower than that of the general merchandise department. However, the user stickiness of the book category is strong, and it is the user pool of Dangdang, which can play a role of "drainage" for Dangdang department store.

when it comes to the positioning of Dangdang clothing mall, Li Guoqing said that Dangdang customers have three high "high age, high academic background and high income".

38% of the users are men and 52% are women. The average age of the customers is 5-10 years younger than that of Tmall. The customers between 26 years old and -35 years old account for the 56%. undergraduate and master's degree. The 89%. group has decided that Dangdang clothing Shopping Mall should take the middle and high-end boutique shopping mall.

"P >" Tmall is far ahead in the competition, so Dangdang will find a unique positioning, which is a comprehensive high-end.

If it is not comprehensive high-end, there is no way to compete with Tmall.

Dangdang's book is a whole group, but clothing can't take the whole group's road, but must take the middle and high end route.

Li Guoqing said that in the comprehensive high-end field, he hoped that Dangdang clothing category could eventually achieve the first or second place in the market.

according to Deng Yifei, in order to create boutique clothing mall, Dangdang decided not to take the big and the whole route, but to control the platform business in about 3000.

In this area, Dangdang will try to enrich the horizontal category, and some narrow categories are two or three.