Dangdang Wants To Pform Its Garment Industry

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There are three consecutive games.

The new T stage show is different from the previous two expansion businesses. Yesterday's Dangdang "2014 clothing autumn and winter new product conference", this old brand enterprise, which has been regarded as the book business, tries to occupy the clothing online shopping market.

Set the tone.

"The goal is to win 60 billion yuan in the clothing market of 600 billion yuan". Li Guoqing, Dangdang CEO, who has "big mouth", has made a wild talk again.

Have a good appetite

It is difficult to verify which e-commerce enterprises first played the new clothing products conference, but this year's T show, Dangdang does not think Jingdong and Tmall will have much impact ahead of schedule.

Compared with the novice identity of the latter two in the field, Dangdang's confidence in the strategy of "setting up a new focus of clothing in 2012" ensures competitive advantage.

In this autumn and winter new product conference this year, Dangdang announced the plan to accelerate the T station, including the expansion of the wireless fashion editor team and the buyer team.

"New impetus for the growth of clothing business, the goal is to win 60 billion yuan in the 600 billion yuan clothing market."

To this end, Dangdang network will buy online stores in September 15th. The first batch will include ZARA, GAP, UNIQLO and other brand new products, and 1 will be sold.

In addition, it will focus on expanding wireless business, and its mobile clients will launch personalized shopping channels such as fashion shopping channels, dangling accents and topic shopping communities.

Deng Yifei, vice president of Dangdang network, said that Dangdang will share the world's market share with the offline market in the next two to three years.

Need for pformation

Clothing is no stranger to Dangdang, and it began to push the business in 2012, but it still has the stereotyped image of "book business" in the hearts of users.

Clothing is indeed the need for pformation.

Official data show that Dangdang clothing sales rose from 500 million yuan in 2012 to 2 billion 700 million yuan in 2013. It has become the second largest category of Dangdang books, and has maintained the growth rate of 100%-300%, which is the fastest growing category of the company.

Even in the vip.com, jumei.com and other sites that sell widely, Dangdang also uses clothing as the entry point, creating the "high-end products" of high-end high-end sales. It is alleged that the sales volume is over 100 million yuan in 3 months. In June of this year, it also launched a special sale channel "new product flash buying".

Analysys International analyst Wang Xiaoxing believes that Dangdang is facing the saturation of the book market, and pformation is inevitable.

Clothing and 3C, home appliances as the most important areas of electricity providers, Dangdang should give priority to investing in these areas.

"Tailing" is also seen as a foreshadowing of Dangdang's further pformation.

Long way ahead

The pition must be faced with huge competition from peers.

Data show that Tmall occupies 74.3% of the apparel B2C market share.

Can Dangdang be able to break this absolute advantage with this fashion fashion as a latecomer?

Wang Xiaoxing believes that the clothing market has potential, if we can take a different strategy, we can get a certain market share.

Tmall, as a platform, does not buy from brand businesses, and clothing trade takes advantage of its number of merchants.

The cooperation between Dangdang and brand businesses belongs to supplier cooperation, which is different from Tmall.

Because of different consumer groups, it is a better choice to go out of a differentiated line in various aspects, such as product sales and advertising.

If the product caters to the needs of consumers, they will choose.

Wang Xiaoxing explained: "Dangdang has just launched a strategy of further fashion pformation, and the related follow-up products have not yet been put into operation.

Therefore, we need to see the specific operation and differentiated operation of the late company, and whether there are advantages in terms of quality and price to help achieve the goal of reaching 60 billion yuan.