Can Dangdang Pform A Slice Of The Fashion Market?

In the second half of 2012, Dangdang began to pform.

As a new focus of business.

In September last year, Dangdang announced that it pformed itself into a "fashion business" and then strengthened its "fashion" label.

In September this year, Dangdang announced the strategic cooperation with the China Fashion Designers Association, and set up an original design support platform for China, so that excellent designers can sell clothes on Dangdang online, which is a real exploration of "fashion".

It has been brewing for two months.

It finally took a substantial step to sell clothes on the Dangdang.

On the 27 day, Dangdang announced with the China Fashion Designers Association in Beijing that the DANG DHUB designer platform built by both sides was officially launched.

Based on this platform, the 2015 spring and summer new products of the 13 outstanding designers of this international fashion week are synchronized online, and the exclusive sale is realized.

At this point, Dangdang's slogan of "fashion" has finally landed.

Before that, Dangdang has told you in a series of actions that Dangdang is not just a home selling book website.

Soon after that, Dangdang announced that it would change its name to LOGO, and the slogan that had been used for 15 years was changed.

General electricity providers change their names by their special considerations.

For example, Taobao mall has been renamed "Tmall", and Jingdong mall has been renamed Jingdong to upgrade its main business to upgrade the comprehensive e-commerce.

Dangdang's changing name is no exception, but also to the whole category of strategic pformation.

As Li Guoqing said before, Dangdang needs to reinvent the brand, change the inherent cognition of the book business, and infuse itself with the "fashion" gene.

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In many people's eyes, Dangdang's pace is a little big, sometimes it's biased.

For example, to go to Inner Mongolia to raise sheep and push its own brand of "Dangdang cashmere", which seems to be a kind of "no honest work" in the pformation of such a critical juncture, but Li Guoqing is serious. For this reason, he has gone to Inner Mongolia to find brands and factories to see the true and false of cashmere.

"Cashmere scarves and cashmere sweaters are subcategories of clothing. The most difficult thing for consumers is whether they are cashmere. The west is the 97 standard. What about us? Our plight is different from other brands and can not be identified by customers."

Li Guoqing is very concerned about pushing his own fashion brand.

But Li Guoqing has to admit that at present, it is not very mature for Dangdang to push its own brand.

In his view, annual sales reached 6 billion scale, which is a starting point for independent designer brands, of which 10% of independent designer brands account for 6 hundred million of commercial space.

As far as this year is concerned, sales of Dangdang clothing have not reached 6 billion. The new designers who are on the same line are 2015 spring and summer series, that is to say, they are preparing for next year.

From the domestic apparel market, the independent designer brand buyer system is missing.

In the western developed countries, like the United States, Italy and France, there are many buyer shops, which also constitutes a greater link in its fashion system. It is relatively easy for their designers to enter the market.

The China Fashion Designers Association has chosen to make strategic cooperation with Dangdang, which is to further promote the designer's brand to the market.

Zhang Qinghui, vice president and Secretary General of the China Fashion Designers Association, does not only meet the needs of diversified, personalized and diversified products, but also is very important for the growth of designers.

But it is undeniable that for the domestic

On the 600 billion scale of the online shopping market, "fashion" consumption is only a tiny part, let alone the cooperation between Dangdang and the costume association is mostly considered by Dangdang itself and the designers themselves, and the overall strategy needs to be accepted by the mass consumers.

This is not a good strategy for the pition to the whole category of e-commerce, but it is indeed deeply rooted in the fashion label that Dangdang has always wanted to stick on itself.