Big Data Helps Designer Brands Enter The Price Reduction Cycle

China International Fashion Week DHUB business platform joined hands to launch the DANG DHUB designer e-commerce platform, the first domestic designer brand real buyer electronic business and pre-sale mechanism, the platform takes all inventory risk, help designer brand marketing.

　　 Group buying team, Crawford fashion magazine.

On the third day of China Fashion Week, Li Guoqing, President of Dangdang, appeared in the DHUB business platform exhibition hall of the fashion week and announced jointly with the China Fashion Designers Association that the DANG DHUB designer's e-commerce platform jointly launched by both sides was officially launched.

It is worth mentioning that the reporter learned that the Dangdang and the China Fashion Designers Association jointly launched the designer's electronic business platform, which is the real meaning of the buyer's electricity supplier in China. According to industry sources, most of the e-commerce platforms under the banner of buyers are only selling the designer's products on the website, and the risk of inventory is still borne by the designer brand. While Dangdang buyer team buys designer clothing products, it will assume all the risks of inventory.

Li Guoqing said: "designers are not general managers, let them consider all kinds of operational problems such as cost, water and so on. Things can not be done well. When we want to make a pre-sale, we will buy the designer's order after the pre-sale is completed, and all the costs and risks will be ours after we buy it.

It is understood that Dangdang's buyer team consists of two parts. Part of it is Dangdang's own buyer team. Its members are from former lac Crawford buyers and senior fashion magazine editors. The other part is a long-term cooperation with buyers' shops including BNC, a well-known independent designer brand collection store, such as the first season products of the award-winning designers of these institutions.

　　 clothing 1 yuan pre-sale to change cost pricing for demand pricing

The reporter learned that the 2015 spring and summer new products of the 13 outstanding designers of the China International Fashion week were on the same line, and the exclusive sale was realized. This is the first time in the fashion industry. Li Guoqing said Dangdang will transform the 4 million of Dangdang 22 million active users into independent designer brand consumers using the data advantage of consumer behavior and habits recorded by the existing platforms.

Reporter login Dangdang Independent designer brand District sees that the works of 13 independent designer brands are marked with the word "1 yuan pre-sale". Click on the details of the product, you can get a specific explanation of the "1 yuan pre-sale": if the consumer takes part in the reservation, "1 yuan reservation" is a deposit order instead of a commodity order, and the deposit order is used for the reservation quantity statistics. Only the goods with a quantity of more than 5000 within the booking time will be customized, and is expected to start in Dangdang in January 2, 2015. After the goods have been successfully customized, Dangdang will notify the ordering consumers to submit the merchandise orders to complete the transaction. The booking time is October 27, 2014 -11 30.

　　 Quo-Qing Li Told reporters that Dangdang, the designer of the electricity supplier's pre-sale function, the purpose is to worry about the clothing retail industry inventory backlog risk to a minimum. "We let designers get orders from consumers before hitting the board, lowering the backlog rate to below 5%."

Zhang Qinghui, the Secretary General of the China Fashion Designers Association, believes that this is the best way to return designer brand prices to the public's acceptable range. "Through the online pre-sale, designer brand is no longer confined to traditional channels, the scale of consumers is infinitely expanded, designers do not have the pressure of inventory, so the cost of backlog will not be passed on to consumers, and the price of products will naturally fall back to the normal level. Because designers know how many products they produce, brand pricing changes from traditional cost pricing to demand pricing.

According to introducing, the designer brand price of Dangdang will have two grades. The first is a very personalized designer brand product with a price of 2000-5000 yuan, and the two is a popular product with a price below 1000 yuan.

　 Invest three billion yuan, do not plan to make money

The reporter was informed that Dangdang first proposed to invest 100 million yuan to build DANG DHUB designer e-commerce platform, and plans to do strategic operation in the next three years, do not make profit expectations. In this regard, Li Guoqing said: "come up to make money is not called strategy, three years, we first to drive the market."

According to the two quarter earnings report of Dangdang as of June 30th this year, the total net revenue of Dangdang in the two quarter was 316 million 100 thousand yuan (about 1 billion 960 million 800 thousand yuan), an increase of 31.3% over the same period last year. According to the general accounting standards of the United States, the net profit in the two quarter was 4 million 600 thousand dollars (about 28 million 800 thousand yuan). Dangdang estimated that in the three quarter of 2014, the total revenue was 1 billion 983 million 600 thousand yuan, up 30% over the same period last year; the total GMV (total commodity value) was about 1 billion 745 million 400 thousand yuan, up 80% over the same period last year. In addition, Dangdang's total net revenue in fiscal year 2013 was about $1 billion 44 million 800 thousand (about 6 billion 325 million yuan), an increase of 21.8% over the same period last year.

For this cooperation, Zhang Qinghui said Dangdang is making a farsighted investment. "DANG DHUB platform is a win-win platform for Dangdang and the association's designer brand. The development and expansion of the buyer's system is a necessary condition for the development of designer's brand.