Dangdang Online Product Sales Channel "Tail Collection" Formally Launched

Dangdang recently confirmed that the sale channel of its famous brand "tail collection" was formally launched, which marked the popularity of a well-known e-commerce platform after fan and No. 1 store. clothing The sale of tail cargo is limited.

　　 "Tailing" will be 70 percent off capped.

Dangdang, the responsible person, launched the "tail product" special sale channel, which is an important measure for Dangdang 2013 to launch the clothing strategy category and impact the 20 billion sales target.

According to the introduction, "Dangdang tailing" focuses on the sale of high-end brands at the bottom of the line. The brands that originally participated in the sale were mainly shoes and clothing brands under the line, including MO&Co, ZARA, Lee, Levis, Gloria, Adidas, Nike and so on, with a top 70 percent off discount rate. There are people in the industry who said, "a relatively stable sale of famous brand online shopping market is about to usher in a price war baptism."

　 Famous e-commerce platform stir up "brand sale"

The channel that platform electric business opens tail goods and brand sale is forming a trend. It is reported that after the launch of "brand sale" and "No. 1 store" clothing store launched by "Fan Shop", the platform business providers including Tmall and Jingdong are working on the sale channel of clothing tail goods. In 2013, Tmall will focus on building a "brand sale platform". Tmall will provide traffic resources for Tmall, and brand operators will operate independently and sell them. Stock Clear tail cargo.

　　 Reveal the high storage pressure of clothing industry

In fact, the mode of sale and sale is not new. U.S.A TJ Maxx and Ross, France's Vente-privee have long been a very successful online sale model. Now, the root cause of this model in China is the high storage pressure of the domestic clothing industry.

People in the industry said, "clothing enterprise inventory accounts for 5% to 8% of the production is more reasonable level, but at present, many clothing brands over 30% of the volume of production, almost 1/3 of its sales, has affected the operation of some companies, and even face the risk of bankruptcy."

According to the 2012 annual report released by the listed textile and garment enterprises, the apparel industry's inventory products totaled more than 67 billion yuan at present, resulting in the industry evaluation of "if we sell the clothes that are currently in stock nationwide, only three years are sold." "De Stocking" became the key word of the whole garment industry in 2013, and also became the background of the electronic commerce platform's entry into the tail cargo sale area.

According to the analysis, the category of clothing tail goods will become a very explosive distribution category after the books, cosmetics and clothing.