The First Big International Collective Appearance Of Dangdang Clothing Four Major Challenges Tmall

In the "Dangdang clothing autumn and winter new products conference", Deng Yifei pointed out that Dangdang clothing goal is to win 60 billion yuan in the clothing market of 600 billion yuan. Dangdang clothing final collection launched the most vigorous promotion this autumn. All autumn and winter new clothes 1 fold, sounding the bugle call to the 60 billion market target.

" Women's wear Is the price the lowest in the whole network?

"Make sure that the page can be opened quickly!"

"..."

Recently, the office of Deng Yifei, vice president of Dangdang, is like a combat command. She deployed women's clothing, men's clothing, outdoor sports and other product line promotion policies, and together with the team to study the selection scheme, page beautification strategy, everyone is full of enthusiasm, sleepless nights, even overnight.

In September 11th, " Dangdang Deng Yifei pointed out that Dangdang clothing's goal is to win 60 billion yuan in the clothing market of 600 billion yuan. In September 15th, Dangdang clothing remittance started the most vigorous promotion this autumn. All autumn and winter new clothes folded 1 and sounded the clarion call to charge the 60 billion market target.

　　 "Best quality + lowest price" challenge Tmall

Hush Puppies, LEE, ECCO, CLARKS, THENORTHFACE, Jordan, Langer, seven grid, Jiangnan Buyi, Eve Li, INMAN, Vitoria secret, Da Ni Ni, camel... These front-line clothes are big, and they have been unveiled in Dangdang.

Reporter Be careful The products sold by Dangdang are 10% cheaper than Tmall and Jingdong, which are lower than Tmall and Jingdong. Wu Xiubo, the representative of Rome in the divorce lawyer, also appears at a lower price.

At the same time, many models in the "Dangdang clothing autumn and winter new products conference" first appeared on the show. Consumers can enjoy the latest autumn and winter new models worn by models.

Eleven "Golden Week" countdown, to stimulate the native mouse, Pathfinder, OZARK and other famous outdoor sports brands have "electric shock", Dangdang became the only official authorized electricity supplier.

September is the peak of autumn clothing purchase. Dangdang clothing starts another industry price war, insisting on the lowest price of all commodities, and vows "price butcher" to the end.

　 Four modes of speeding up clothing sales

In September 15th, ZARA, UNIQLO, GAP, H&M and other fast fashion brands appeared in Dangdang fashion buyer's shop. All the genuine products were sold for half off hours, and several hours on the line triggered panic buying.

"Consumers' demand is becoming more and more personalized and diverse, and their eyes are becoming more and more critical. The clothing brands on the market are very numerous, and the quality of products is uneven. Therefore, it is necessary for professional fashion buyers to guide consumers, and the team of Dangdang buyers is the role of Trinity" selecting brands, selecting products and matching ". In the future, the buyer model will be a normal form of Dangdang clothing business. Deng Yifei told reporters, "in addition to the current several fast fashion brands, the number of fashion brands and merchandise displayed by the buyers will be further expanded."

As early as 2012, Dangdang established the strategy of "three carriages" for books, clothing and mother and infant. As the strategic core business of Dangdang in the past two years, clothing has been developing rapidly, and has increased by more than 100% in 6 consecutive quarters. It has attracted more than 3000 high-end clothing brands to enter. Sales surged from 500 million yuan in 2012 to 2 billion 700 million yuan in 2013. It has become the second largest category of books outside, and Dangdang clothing has become the top three in the clothing business.

Dangdang fashion buyers shop on the line, revealing an important signal - Dangdang clothing on the basis of platform mode began to force the "buyer mode". Releasing platform investment has made Dangdang clothing grow rapidly in the short span of two years. Vip.com has had a huge impact on Tmall after its launch, while the "new flash shopping" channel has been diverted to some customers of Tmall flagship store. Today, through the "buyer mode" to take the quality route, and the platform mode, sale mode, flash purchase mode to form effective complementary, will attract more young consumers, help Dangdang clothing to achieve the two take-off.

　 Growth or innovation in the second half

Since the launch of Dangdang new product flash purchase channel in June this year, popularity has surged, and a large number of fashion and top clothing brands have been settled in succession. Karl Denton, Pierre Cardin, SANTA BARBARA POLO & RACQUET CLUB, London, YOUNGOR, Metersbonwe... It attracted many young consumers. The growth rate of garment business in the two quarter continued to be higher than that of the platform, and the 7-8 month continued to maintain a high growth momentum.

It is reported that for mobile users, Dangdang clothing will also be on the fashion channel to show more fashion brand products and information, anecdotes. Fashions from fashion circles form a fashion editorial department of more than 40 people who teach consumers to fashion and fashion.

The fastest fashion brand will be attracted by consumers at the lowest price of the most complete goods and online fashion buyers. The growth rate of Dangdang clothing is expected to reach a new high in the second half of this year.