Dangdang Then Return To BELLE To Invest 200 Million Yuan To Restructure The Clothing Market.

It was learned that during the quiet period from 2014 to 2015,

It is revealed that it will invest 200 million yuan in 2016.

Market.

Yesterday, Dangdang also played a heavyweight punch, and once again returned to the BELLE group and got it.

All more than 30 brands of its brand are in.

According to Dangdang insider, BELLE's own brand.

Teenmix,

, real beauty, miyali and agent brand Nike, ADI, Puma, Timberland, wolf claw, Columbia and so on are all on sale.

This year's return, the goal of Dangdang network is to focus on supporting the "hundred big merchants" represented by shoes Wang Baili, and repositioning it as a boutique clothing store serving the "three high" users and college students in Dangdang.

In addition to the 200 million yuan capital investment, Dangdang has made strategic adjustments in its apparel business, and has launched new policies, including the separation of operation and separation, the implementation of fine operation, the establishment of KA business selection and replacement mechanism, the development of brand day activities, and the key support for KA businesses in terms of flow and operation.

And Tmall, only products will be listed in the top three clothing.

In the book market has been developing strong Dangdang, in 2012 began to try to enter the online apparel market.

In 2013, Deng Yifei, vice president of Dangdang, founded the "tail remittance" flash purchase platform. In two years, he invested 200 million US dollars to make Dangdang become the second big tycoons in the clothing sale industry, and the same clothes with Tmall and Wei pin.

Top three.

Data show that in 2014 Dangdang net clothing growth rate of more than 100% has increased over six consecutive quarters of books, becoming the fastest growing category.

From 560 million in the first place to 2 billion 700 million in 2013, the increase is nearly 5 times.

In 2015, Dangdang continued losses in the first quarter to the third quarter exceeding US $100 million. Deng Yifei left the company and handed over the remittance to other people's management.

After that, Dangdang once again turned its attention to the book market, and vigorously expanded offline bookstores. In 2015, Dangdang's proprietary book sales totaled more than ten billion, but it also failed to reverse Dangdang's loss situation, and was once reported that Dangdang would change hands and privatize.

After expanding the category of mother and baby, home and other subjects, and trying to cross border electricity providers, Li Guoqing also talked about "Dangdang should be a strong art class" in October of 2015.

BELLE seeks new channels

Dangdang needs more energy to invest in gold mining again.

In the 3 years of cooperation with Dangdang, the performance of BELLE group was also on the rise with the strong growth of Dangdang. However, the position and strategic adjustment of Dangdang clothing interrupted the cooperation in 2015.

During this period, BELLE group's women's shoes business was also in a state of depression, and it slipped in 2015, with over 400 stores closing in the first half.

Dangdang said that in this cooperation, in addition to the flow and operation support of BELLE group station, as well as the brand communication outside the station, there are still some policy concessions, which may not be achieved by other platforms.