Dangdang "Do Dress" To "Fashion", All Kinds Of Electronic Business Fashion.

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< p > a few days ago, Dangdang CEO Li Guoqing sent an e-mail saying that Dangdang should be a fashion business provider, and put it on the < a target= "_blank" href= "http://www.91se91.com/" > dress < /a >.

He hopes to move towards "fashion" through "making clothes".

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P, Tmall, Jingdong and vip.com have also heard loud slogans in the near future.

Tmall launched the "Tmall, bought it", and constantly promoted the upcoming "new fashion" project; Jingdong followed closely, in addition to not changing the slogan, everything else was done; vip.com kept getting rid of the "inventory clearing experts" title, began to expand the whole category, and aimed at the new fashion products.

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< p > each of them has different tactics in fashion, but without exception, they choose to break through in dress a target= "_blank" href= "http://www.91se91.com/" > dress < /a >.

So what kind of medicine do you sell in every bottle of gourd? < /p >

< p > < strong > Dangdang changes the gene is false and seeks growth point is true < /strong > < /p >.

The internal mail of < p > Li Guoqing is basically directed at the clothing department.

It can be imagined that in the eyes of Li Guoqing, fashion is the understanding and exploration of clothing.

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< p > since June last year, when the costumes were on sale, the investment of Dangdang has increased significantly.

In this year's Q1 earnings report, the marketing expenses for the quarter were 66 million 900 thousand yuan, accounting for 3.9% of the total net revenue, and 3.2% in the 2013 fiscal year.

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< p > for this, Dangdang's interpretation is, "the proportion of marketing expenses in total net revenues increased year-on-year, because of the increase in investment in marketing projects, in order to enhance Dangdang's popularity in the field of clothing."

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< p > in June this year, Dangdang went on the line of "new product flash buying" and began to take the new product sale route.

Li Guoqing's train of thought is very simple. "New product sale + tail cargo clearance" is the most consumer demand for online shopping.

However, judging from the current flash page of new products, the new products mostly focus on the unknown brands in the country, and the brand names do not attract users' genuine demand for brand new products.

More importantly, SKU is the most vertical category, while Dangdang's SKU is relatively scarce.

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< p > although Li Guoqing said in internal mail, the biggest enemy is not Tmall, nor vip.com, but herself.

This is actually a correct nonsense.

Dangdang should make clothes and break through itself. It is inevitable that Dangdang can not avoid the two biggest competitors in the clothing market.

For example, what are the new starting products for businesses? Are Tmall, vip.com or Dangdang, which are more popular in traffic and fame? < /p >

< p > choice is truth.

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< p > < strong > Jingdong 3C short term profit is difficult to dress high margin is the inducement < /strong > /p >

< p > Jingdong is the most recent slogan of "fashion" slogan. In addition to the campaign to release new products in autumn and winter, Jingdong has to convey information to the capital market: Jingdong needs diversification, not just 3C digital.

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< p > from "3C" to "fashion" of fashion Jingdong, Jingdong's "grab Taobao" clothing is classified as strategic level by Jingdong, then to "Shang Jingdong PK Shang Tmall, the next electricity supplier war in clothing", Jingdong's public relations strategy on clothing is closely related to Taobao, Tmall, or even vip.com, making the voice of the market first.

However, people close to Jingdong costumes say Jingdong is struggling for new products in autumn and winter.

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< p > without him.

In the clothing B2C data report of Q2, the market share of Jingdong is only 5.2%, far below 74.3% of Tmall.

However, because of the 618 big promotion, Jingdong's strength in clothing is still ahead of vip.com by 0.1%.

Both of them will have more chances to shoot real guns in the future battlefields.

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< p > but Jingdong's breakthrough in the field of clothing is correct.

Whether it is for the capital market, or for Tmall, vip.com and fan customers, Jingdong needs to find new growth points, which is consistent with the intention of Dangdang.

In Jingdong's first quarter earnings report, Jingdong net loss was 3 billion 795 million, reaching the most recent two years, and the net loss rate of Jingdong reached 16.7%.

Jingdong needs such an opportunity to prove itself.

In particular, compared to 3C's low gross margin, clothing is much higher than 3C in terms of logistics and pportation and profitability.

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In a recent speech in Central Europe, Liu Qiangdong mentioned a theory that the more things we do in the P industry, the better we will have the ability and qualification to gain the best interests of the industry in the future.

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< p > whether this argument is the trend of the future electricity supplier is not to be discussed.

An indisputable fact is: focus on price war and logistics gambling, fall into the dispute of scale and channel, how can Jingdong achieve scale profit and get rid of the increasingly serious losses? < /p >

< p > < strong > vip.com's breakthrough from single point to platform operation /strong /strong > < >

< p > if you still think vip.com is just a flash buying website, you may have to reconsider the company.

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Below P, the business sense of the company has become clearer under the rising stock price.

On the development of horizontal category, vip.com has been from clothing, cosmetics, mother and baby, home furnishing and even digital products.

In the depth of single products, vip.com has expanded its own clothing, cleaning up the inventory of apparel brands from below, launching the first sale of new products, and constantly introducing international brands to constantly build the walls of high costumes.

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< p > whether it is horizontal category expansion or vertical dress vertical depth, vip.com is sending a signal to the market that this is a fashionable female shopping website with quality sale.

This is why vip.com CFO Yang Donghao emphasized that "women get the world".

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< p > in addition, vip.com's recent market voice pmission also plays the leading role in fashion keywords. Combined with Anhui TV, it makes costumes program marketing, joint dress brands create the goddess goddess Festival, and the so-called "spoiled" festival. Vip.com constantly hammers fashion and women to deepen the minds of consumers.

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< p > vip.com still leverages the clothing store to break through, but it is also eager to find new business growth points.

Yang Donghao has also been entangled in inventory clearing experts. When he is full of strength, his cake is being eaten up by his opponents.

In the Q2 report of vip.com, vip.com's first market share was over 0.1% by the Jingdong, and its share slipped to third.

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The biggest difference between vip.com and P is that the apparel industry starts with a breakthrough in single point, and expands the platform operation of the whole category at the same time of vertical depth.

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< p > < strong > Tmall seeks brand diversity and promotes competition threshold < /strong > < /p >

As P, Tmall occupies 74.3% of the market share of apparel B2C, while maintaining its leading edge, it is the first element to expand its multi-dimensional business boundaries.

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"P", from the beginning of this year, Tmall called out the strategy of brand fashion, and as the first of its strategy.

However, unlike other electricity providers, Tmall is not sticking to the clothing industry, but wants to blossom in all vertical categories.

Judging from its tactical strategy, this year Tmall has significantly increased the intensity of new products and the entry of international brands.

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< p > public information shows that Tmall has introduced many brands such as Burberry, Estee Lauder, ASOS, Muji, ZARA and so on. In the 3C digital industry, it has also launched a new debut channel, covering the vertical industries such as costumes, beauty, digital, home decoration, etc.

Tmall also announced its introduction of more than 4000 international brands from 45 countries.

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< p > a person close to Tmall also revealed that Tmall has consciously strengthened the brand promotion of 19 cities covered by mainstream consumer groups in China.

The combination of Tmall's user groups is mainly concentrated in the domestic 234 line cities, which in fact confirms Tmall's efforts to expand in the second tier cities.

This undoubtedly confirms Tmall's strategy of becoming fashionable.

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< p >, as the important point of Tmall fashion, clothing is still the leader of the company.

In this year's a href= "http://www.91se91.com/" > Tmall < /a year, clothing has changed significantly, for example, new product sales account for more than 60%. Besides domestic brands and brand names, international brands have also joined.

Tmall is undoubtedly through the big promotion to change the past consumer cognition of the promotion of electric business: inventory clearance, domestic small brands.

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"P >", in addition, Tmall's movement in the clothing market is constantly: for example, the "pre test after buying" service, which was launched shortly before, is clearly a promotion of consumer services, and is actually selling new products. Li Shujun, the former general manager of GXG clothing, is responsible for clothing business; strengthening the connection with TV programs, whether it is co "where dad goes" or "the new dress of the goddess" in the Orient TV, is the fashion of the dress and the fashion show for Tmall.

The next Tmall fashion, clothing as the protagonist, inevitably to the industry to comb the banner of fashion.

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< p >, however, compared with other business operators, only lifting the market share is different. What Tmall needs to change is the fashion recognition of consumers to Tmall and even the whole business.

This is not a day's work.

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