Fashion Ambitions Behind Dangdang Fashion Show

Here world

The Xiaobian of the net introduces the Dangdang fashion show: a fashionable publicity in advance.

Last week, Dangdang held a new autumn and winter clothing conference, invited many star models to show up, and signed a strategic cooperation agreement with the China Fashion Designers Association at the event.

In the East Tower, this is not only a fashion show, but also a new pformation of Dangdang.

60 billion: comprehensive pformation of fashion business ambitions

In September last year, Dangdang also held a fashion show. At that time, Li Guoqing had offered to take 10 billion of the trade volume in the clothing market in 2013. This year, Dangdang further raised the goal of taking 60 billion of the paction volume, while the scale of the entire clothing market was around 600 billion.

Dangdang is so ambitious that it originated from the growth of its platform apparel market.

According to public data, in the first quarter of this year, Dangdang GMV (total turnover) grew by 54%, of which GMV of platform clothing category reached 550 million, and its growth rate reached 116%; in the second quarter of 2014, Dangdang's total net revenue was 1 billion 960 million 800 thousand yuan, up 31.3% over the same period last year, with net profit of 28 million 800 thousand yuan, and it continued to gain 3 consecutive quarterly profits.

Most importantly, the scale of clothing category pactions has exceeded 50% of the total platform turnover. The growth rate has exceeded 6 and more books and other department stores for the first time in a row.

In fact, Dangdang was pformed from the end of 2012.

After the electricity supplier, has become very pragmatic, especially the current B2C business, Taobao, Tmall, Jingdong and other platforms have established their advantages on the big platform, and the vertical power providers and the dominant category have become the top priority and the top priority of Dangdang.

From a more realistic point of view, Dangdang now has big advantages in competing with Taobao and Jingdong, and it is even more interesting to concentrate on superior resources to pry up the fast growing fashion market.

1 hundred million: Dangdang to create industry barriers?

On the other hand, Dangdang also announced the signing of a strategic cooperation agreement with the China Fashion Designers Association on the fashion show. According to the agreement, the two sides will invest 100 million yuan in the next year to establish an excellent business support platform for designers.

This can be understood as Dangdang's killer weapon to create industry barriers.

In fact, the competition in the clothing electricity supplier market is also fierce. Not only are there fashion sales giants like vip.com, but also many Amoy brands have taken a lot of market share.

Dangdang although the pformation began from the end of 2012 fashion clothing business since the wind, the performance is also quite bright, but did not have a special advantage before it can ensure that the gap with peers.

And Dangdang invested one hundred million yuan to support the domestic outstanding designers, its purpose is very obvious, that is, hoping to win over the domestic outstanding designers, and through cooperation with designers to build independent clothing brands, and establish its leading brand image in the domestic fashion industry.

At the same time, this can also make Dangdang invisible, and has the most powerful consultant team in the field of fashion clothing business. This can also ensure that Dangdang is at the same time catching up with other clothing business operators in grasping the fashion trend.

Fashion show: Dangdang brand pformation watershed

On the other hand, from the external publicity of activities, we can see that Dangdang attaches great importance to the autumn and winter new product launches.

Dangdang not only invested heavily in gold, invited many models to live show, but also sent invitations to many fashion entertainment stars such as Annie Yi, the animal named Yi Xiao Xing, and frequent interaction.

According to Yi Dong Lou, Dangdang's massive fashion show is not only the embodiment of business pformation, but also can be seen as the biggest brand pformation and upgrading after Dangdang's listing.

As we all know, Dangdang started from the book business market, and then expanded to more than ten categories such as clothing, home, food, mobile phone digital, etc., but for many netizens, in their mind, Dangdang is still the preferred website for buying books, and there is not much loyalty to its category.

This is also closely related to Dangdang's past absolute leadership in the book market, and because of this, Dangdang's brand image has always been linked to book business.

But today, Dangdang has launched a large-scale pformation at the two levels of business and brand, and so far the effect of pformation is quite good, and clothing is likely to become the most important card in Dangdang's hands. In accordance with the current trend of development, it is only a matter of time before clothes replace books and become the most critical business of Dangdang.

Therefore, from this perspective,

In the past two years, we have held a large-scale autumn clothing conference and invested 1 hundred million as an excellent designer's support platform for electric business. All these have proved that Dangdang's business has become a fashion business.