Dangdang'S Entry Into Clothing Business: How To Get Rid Of Book Labels

Here in the world Clothing shoes and hats What Dangdang needs to get rid of the book labels and enter the clothing business is introduced to everyone by the editor of the website.

A few days before Ali went public, Dangdang held a quite big fashion show at Beijing Institute of Fashion Technology.

Li Guoqing, famous for his courage to speak, said surprisingly little at the event that day. After the meeting, he left in a hurry without attending any media interviews.

In fact, this is not Dangdang's first fashion show. As the launch link of new products in autumn and winter, a year ago, Dangdang held its first clothing conference in Beijing 798.

However, this time, Li Guoqing, who is wearing a fashion brand, is leading a group of fashion experts, who are definitely new faces.

It is understood that these trendsetters who are far away from Internet employees are the professional fashion editing team, buyer team, visual experience and user experience team being expanded by Dangdang. They will be the thermometer and consultant guide of fashion trends. To this end, Dangdang also issued 22 military regulations internally to guide and improve the fashion awareness of employees.

Behind this is a fashionable gesture that both Dangdang and Li Guoqing, who started books, want to show.

Compared with the size of JD and Alibaba, although it has landed in the capital market several years ahead, Dangdang is still labeled as a book in many cases. However, under the restrictions of the purchase frequency, customer price and profit of books, Li Guoqing should bemoan that there are not only books in Dangdang.

In the second half of 2012, Dangdang.com established clothing as the new focus of its business. It won the first battle in the past two years, with a growth rate of more than 100% for six consecutive quarters. Its sales soared from 500 million yuan in 2012 to 2.7 billion yuan in 2013, becoming the second largest category outside books.

The latest financial report of Dangdang shows that in the second quarter of this year, transactions on third-party platforms such as Dangdang.com Clothing Day 100 achieved 1.43 billion yuan, an increase of 82% year on year, and the growth rate and scale continue to significantly lead the book business. In addition, the growth rate of clothing category transactions is higher than that of the platform, and the scale of the second quarter has exceeded 50% of the overall platform transaction volume.

However, at the moment when Tmall and JD are all planning fashion business, Dangdang's clothing sales data cannot significantly improve the market pattern.

According to Li Guoqing, fashion needs an attitude, not just the accumulation of clothes.

According to the new "T Platform Acceleration" plan announced by Dangdang, Dangdang will expand its fashion editing team and buyer team, establish in-depth cooperation with the Association of Fashion Designers, inject new impetus into the high growth clothing business, and aim to win 60 billion yuan in the 600 billion yuan clothing market.

Compared with the few remaining e-commerce platforms in China, Dangdang has always been considered to be the one with the least effort to burn money. According to the financial report before Dangdang, in the second quarter of this year, Dangdang achieved a net profit of 28.8 million yuan, a record high. It is understood that the refined operation level of Dangdang continued to improve in the second quarter, and its gross margin continued to maintain a small and stable growth at a high level, reaching 18.3%, which is the highest value in three years, and also the gross margin of Dangdang has stabilized at more than 17% for six consecutive quarters since Q1 2013.

But the conservative and steady strategy was once online retailers Industry analysts interpret that Li Guoqing's character determines the development of Dangdang and makes Dangdang miss the opportunity to become bigger.

Before Alibaba went public, Li Guoqing was repeatedly asked the same question: What should we do after Alibaba went public?

"In order to maintain the stock price, Ali will continue to carry out large-scale mergers and acquisitions after its listing, which is an opportunity for segmentation." Li Guoqing told the First Business Daily.

When asked what opportunities there are, Li Guoqing pointed to the mobile terminal. Occupying the commanding height of wireless fashion shopping is the key piece of Dangdang's fashion plan.

Statistics show that more than 60% of China's Internet users access the Internet through mobile Internet, while 50% of new clothing customers of Dangdang are wireless. Wireless and clothing are the most important development fulcrums of Dangdang this year and next. The two departments are working together to create a display mode and shopping experience that are different from those of the PC end.

It is understood that, Dangdang ChicNow/Go Fashion Shopping Channel, Dangdang Tone and Iwant Topic Shopping Community will be launched on the mobile phone client.

The current financial report data shows that the wireless business of Dangdang Network achieved rapid growth in the second quarter, with nearly 1 million mobile phone users per day. In June, wireless orders accounted for 22%, with a peak of more than 35%.

However, despite this, Dangdang and other e-commerce businesses are only once again on the starting line in the fashion mobile terminal business. Li Guoqing and his fashion team need to face together how to deal with the big platform advantages of Alibaba and JD.