Dangdang Wants To Win The Market Share Of Clothing Category With Tmall.

Finish season and tail cargo. clothing After the layout of the market, yesterday, Dangdang combined with more than 30 clothing brands at the press conference, Dangdang CEO Li Guoqing announced that it will transform itself into a "fashion business" in the future, making big clothing categories, and 5 times the scale in 3 years. This is interpreted as Dangdang wants to compete with Tmall for the market share of clothing categories.

Li Guoqing said that before the end of the collection, Dangdang is doing some clothing and special clothing for the season, and now "will further advance the online sale of new clothing, so that consumers can get a diversified selection of new products, seasonal goods and anti season products in Dangdang."

It is understood that the focus of high-end positioning of Dangdang clothing for the first time clearly made the "fashion business". Deng Yifei, vice president of Dangdang network and general manager of clothing business department, said: "Dangdang clothing in the future should not only create boutique shopping platform, but also highlight the image quality of its own" fashion business ". According to the analysis, Dangdang clothing positioning high-end, there are already more than more than 2000 online and offline clothing big name settled, Dangdang clothing brand settled on the principle of "preferential admission", and constantly open platform to more offline clothing brand business.

Lu Zhenwang, a senior observer in the electricity industry, told the new express: "in recent years, China's clothing business market has exceeded 3C, and the major e-commerce platforms are scrambling to seize the clothing market, mainly focusing on the higher gross margins of clothing categories." Through the department store and platform driven "two wheel drive" strategy, as well as meticulous operation and differentiated category strategy, Dangdang has maintained the momentum of high growth counterattack since 2013. Dangdang 2013 fiscal year second quarter financial report shows that, including the platform business, Dangdang Q2 total revenue reached 2 billion 218 million yuan, of which three consecutive quarters of department stores over the books, an increase of 86% over the same period, gross profit margin of more than 17%.

Although this is seen as a high gross profit margin in the industry, Lu noted that Dangdang's current problem is that there is no single field to grow bigger than books, so it has been exploring other areas, mainly because its growth point is getting slower and slower. Dangdang tested water mother and baby market earlier, and then pushed 3C category, but the loss was too great, and then turned to "end product remittance".

For clothing brand operators, Dangdang's clothing platform is not as big as Tmall's body size, but it has its own advantages. Tmall's traffic is 10 times that of Dangdang, and the number of stores is more than 100 times that of Dangdang, so the traffic bonus will be higher for Dangdang's clothing store. In addition, Dangdang's main target group in 1-2 line cities, and Tmall's key coverage of the 3-4 line city, has formed a differentiated positioning, for clothing brand business, it is also a supplement to the market place. Lu Zhenwang told reporters that Dangdang's first move is to grab Tmall's share, and the two is to do one-stop shopping to gain more market share.