Designer Brand Is Sold Or Just For The Sake Of Momentum.

No works were successfully booked.

At the end of October 2014, this newspaper has reported that DANG DHUB Dangdang, a highly concerned Chinese fashion cycle, has launched an independent designer pre-sale area.

DANG DHUB is a strategic platform jointly launched by Dangdang and China Fashion Designers Association, which aims to support independent designer brands and effectively connect the upstream and downstream industries.

13 outstanding designers of the 2015 spring and summer series of new products on line, to achieve exclusive pre-sale, was the first time in the fashion industry.

The reporter understands that the works of 13 independent designer brands are sold online in Dangdang with "1 yuan".

During the scheduled period of 30 months in October 27, 2014, once the quantity of goods is over 5000, it will be customized, and it is expected to start selling in Dangdang in January 2nd this year. -11

Now it is nearly half a month away from the expected start time. The DANG DHUB interface shows no difference from the pre-sale two months ago.

According to the introduction, more than 5000 items were ordered to be customized.

The industry conjectures that perhaps not a designer's work gets the corresponding number of presale.

The Beijing Commercial Daily reporter contacted the relevant departments to find out the specific reasons, but at the time of the press release, the other side did not respond.

Zhang Qinghui, vice chairman of the China Fashion Designers Association, another organizer of the DANG DHUB platform, said that the reason why there was no start was "there are still some technical problems that need to be coordinated". When asked about the technical problems, he pointed out that "some details are still under study."

One of the beneficiaries of the early brand designers' pre sale action is independent designers.

The Beijing Commercial Daily reporter called the independent designer Hui Wenlong, who was stationed on the platform for the first time. He said: "in the initial ditch through cooperation matters, there has been no other feedback."

Beijing Business Daily reporter login Dangdang found that the location of the home page is written in the words "clothing clear warehouse", the core of the shopping interface is also covered by clothing product information.

Books are placed under the clothing flash purchase area, and 3C products are placed in the last column of the shopping interface.

In the clothing category, the flash merchandise is being sold by 1-4.9 discount, and the costumes are made in the middle end brands such as Igor, Han dresses, Tonlion, DAZZLE, and some domestic low-priced brands.

Take the 51% off Basic House brand clothing as an example, the core price range is 300-500 yuan except for a fur coat priced at 1949 yuan.

The clothing products sold in the market, regardless of the style or price, are significantly different from the independent designer brand goods in DANG DHUB.

The selling price is generally between 1000-5000 yuan.

For the price of the independent designer clothing products, the Beijing Commercial Daily reporter's survey shows that 70% of the 20 respondents aged 25-35 years old, who come in and out of the D2C store of China World Trade Center independent brand designer, consider the independent designer brand.

The average price is between 2000-3000 yuan.

Among them, 60% of respondents expressed willingness to purchase independent designer brands online.

Dangdang or just for action

In the journalist's survey, 80% of respondents thought that the design should have personality, and 20% of respondents believed that publicity and promotion should be in place.

No one is concerned about the speed of delivery.

The Beijing Commercial Daily telephoned the D2C official customer service, which is also being sold in advance. Its customer service personnel introduced the sale of independent designer clothing, even if the order is small, consumers are willing to wait. The speed of delivery is not a factor affecting the desire of independent designer brand consumers to buy.

It can be seen from the price, design, delivery time, independent designer brand pre-sale is not a business model that is not accepted by consumers.

"The specific operation of DANG DHUB depends on the original intention of the platform, and does not exclude the possibility that it is more interested in communication value than commercial value."

Hui Wenlong said.

It is understood that Dangdang's clothing sales increased from 560 million yuan in 2012 to 2 billion 700 million yuan in 2013. In the two quarter of 2014, the volume of third party platforms such as clothing and other products reached 1 billion 430 million yuan, an increase of 82% over the same period last year, and the growth rate far exceeded that of the traditional book business.

It is reported that Dangdang made a fashion show at Beijing Institute Of Fashion Technology in September last year to continue to make fashion.

From the two quarter of last year's performance of major electricity providers, we can see that the highest gross profit margin in e-commerce enterprises is cosmetics, followed by clothing, and then books and 3C products.

Earlier analysts pointed out that for today's pressure on the rise of Ali and Jingdong, clothing is a new business growth point to seek breakthroughs.