Clothing Electricity Supplier Dangdang New Initiatives To Push The "111" All Tianda

< p > > the world's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > a target= "_blank" href= "_blank" > shoes < < hat net "Xiaobian to introduce the clothing electric business War Within Three Kingdoms, Dangdang net pushing" 111 "Tianquan Tianda.

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< p > since this year, Dangdang, as the boss of book market, has been making persistent efforts in clothing category and warehousing and logistics, and has become a new engine to drive profit growth.

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< p > data show that sales of Dangdang clothing category increased from 560 million yuan in 2012 to 2 billion 700 million yuan in 2013, a sharp increase of 5 times in just a year, far exceeding the traditional powers of Tmall, vip.com and other clothing business.

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< p > warehousing and logistics. Dangdang's biggest speed raising project this year has been completed by the end of June, when more than 70% of the orders will reach the same day and the next day.

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< p > < strong > clothing category: with Tmall and vip.com three feet stand, < /strong > /p >

< p > data show that Dangdang net total turnover grew by 54% in the first quarter of this year, of which the turnover of platform apparel category reached 550 million yuan, with a growth rate of 116%.

The rapid rise of Dangdang clothing category is largely due to the successful operation of the "tail product" flash purchase.

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"P" last May, Dangdang online online "tail goods" flash purchase, with a rare discounts of 70 percent off cap against customers, Tmall, Jingdong and other flash channels, and proud.

Data show that Dangdang net remittance last year's two quarter traffic is second only to vip.com, ranking two before the flash purchase.

Under the "linkage effect" of the sale of tail goods on clothing sales, Dangdang decided to build a new product, season and tail goods sales chain.

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Since June this year, Dangdang continues to make rapid progress in the field of flash buying. Following last year's launch of the "tail product collection" of the big tail goods, last week, the new flash purchase channel was launched again to sell "new clothing products" in the flash purchase mode. "P"

Data show that in the week of the new flash purchase platform, the traffic volume of Dangdang clothing platform is doubled, and the flow of mobile terminal mobile phone is nearly doubled.

According to the analysis, "the competition between red goods and the red goods is different from that of the terminal products. The new product is divided into line clothing cake, and the competition of the electricity supplier in this market is not enough. The first effort will help Dangdang to consolidate the advantages of clothing category."

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After the "P flash" purchase is launched, Dangdang apparel platform further enriches the clothing sales mode, and forms the overall chain sales layout of the "tail product flash purchase + new flash purchase + clothing mall" to meet the diverse needs of consumers.

Comparatively speaking, Dangdang's "new product flash purchase, tail cargo flash shopping and shopping mall simultaneous" three modes complement each other and integrate effectively, forming a "superposition effect" for other electronic commerce clothing and offline stores, so that the whole chain of clothing category can be opened up, which can quickly help Dangdang clothing expansion and establish category barriers.

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< p > reporters understand that the "a target=" _blank "href=" http://www.91se91.com/ "brand" href= "http://www.91se91.com/" brand sold by Dangdang "new flash purchase" platform keeps the same pace with the offline shop pushing speed, but it is different from the new product up to 8-9 fold below the line. The new clothing products on the line are sold at an ultra-low discount price of 5-7 discount.

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< p > data show that there are more than 3000 high-end clothing brands in Dangdang cooperation, with 30 million active users and third in China.

Dangdang CEO Li Guoqing said that Dangdang should continue to make profitable target products, with a market share of over 10%, the top three in the market position, and a "right to speak" in this category.

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< p > it is estimated that there will be 2 trillion market for future clothing and 400 billion of online clothing market.

Dangdang is the opportunity to take a fancy to the clothing market.

From Dangdang net clothing category, from 2012 Dangdang clothing business started 560 million, to 2013 2 billion 700 million, in just one year, the growth of nearly 5 times, Dangdang focus on clothing retail, no matter from the sales growth rate, or yield, are far more than other platforms.

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< p > < strong > warehouse logistics: the victory of its own advantages and the collection of social resources < /strong > < /p >

< p > the fast layout of logistics business has become an important backing for the rapid rise of new products.

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< p > recently, Dangdang "Galaxy 1" Tianjin warehousing center was officially put into operation. Dangdang also announced the implementation of the "111 all Tianda" service promise in 400 cities across the country, that is, "the order is placed before 11 a.m., and the order is placed before 1 a.m.", which is shoulder to shoulder with the logistics service of Jingdong.

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< p > according to Ren Qiang, senior director of Dangdang national warehousing, Dangdang has completed the layout of the 7 major storage network in the country.

Including "Galaxy 1", Dangdang has built 29 warehousing centers, will reach 45 by the end of 2014, and complete 100 warehousing and logistics centers in 3 years, with a focus on three or four tier cities.

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< p > unlike other B2C business self built modes, Dangdang adopts the mode of "warehousing and self built + inter city cooperation", builds up warehouses to build key nodes of national logistics, adopts open coordination and outsourcing integration strategy for inter city pportation and urban distribution, breaks the traditional malpractice of each pipe, and forms a complete line of logistics, data and management, so as to achieve faster and lower cost than self built mode.

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< p > in the past two years, this mode has been mature, and the speed and efficiency of service have been greatly improved.

At present, Dangdang "111 all Tianda" coverage of the number of cities has reached 400, in the first tier cities to match with rivals, two or three line cities to achieve super.

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At the same time, compared with the self built warehouse logistics, Dangdang mode has a very obvious cost advantage. Through the strategic cooperation of the large logistics express company, it enjoys a daily distribution of 400-500 million single scale distribution costs. P

Data show that Dangdang logistics distribution than self built express cost as low as 30%.

In the first tier cities, the logistics cost per Dangdang does not exceed 4 yuan per unit.

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Duan Yu, vice president of Dangdang, said: "we resolutely don't buy cars without building our own, because we are full of confidence in the strength and progress of social logistics."

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< p > according to the statistics of the NDRC, the fixed assets investment in the logistics industry exceeded 7 trillion yuan in 2012, and promoted the leap of logistics infrastructure and speed in 2012.

According to incomplete statistics, the total number of service workers in the four links and one downwind line reaches 500 thousand, and nearly 40 thousand vehicles are pported, far exceeding the number of 1 electricity suppliers. The scale advantage promotes cost intensive and efficiency improvement.

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< p > through the strategic cooperation with excellent logistics partners, Dangdang has greatly reduced vehicle purchase, personnel management and operation costs, and has integrated more than 10 times the scale of Jingdong's own service resources to achieve double speed.

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< p > Lu Zhenwang, a senior electricity supplier observer, pointed out that Dangdang mode is not simply outsourcing, but the challenge lies in seamless docking with external social logistics.

Dangdang successfully realized the comprehensive docking of logistics big data, customer big data and business big data with partners. The weak advantage of self built mode in warehousing, distribution and express was completely weakened. This is the key to "a href=" http://www.91se91.com/news/index_s.asp "Dangdang" /a ".

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