Dangdang Made A Bet On Clothes To Borrow Clothes

Here in the world Clothing shoes and hats The editor of the website introduced to everyone that he had "won 60 billion yuan" and wanted to borrow clothes to turn over the market.

"The goal is to win 60 billion yuan in the 600 billion yuan clothing market," said Li Guoqing, CEO of Dangdang. com.

Following JD and Tmall, Dangdang also staged a new clothing catwalk show, which is different from the previous two's simple expansion business. On the "2014 clothing autumn and winter new product launch conference" of Dangdang, this old brand enterprise, which is considered as "book e-commerce", loudly claimed to set the tone for transformation by occupying the clothing online shopping market.

　　 Bet on clothes

As early as the second half of 2012, Dangdang.com was established clothing As a new focus of business, the first battle was successful: the growth rate exceeded 100% for six consecutive quarters, and the sales soared from 500 million yuan in 2012 to 2.7 billion yuan in 2013. Clothing became the second largest category besides books.

In addition, according to the financial report of the second quarter of 2014 of Dangdang.com, the net profit was 28.8 million yuan, a record high. In addition to the increase of 43.5% in book business revenue over the same period, transactions on third-party platforms such as clothing and general merchandise reached 1.43 billion yuan, an increase of 82% over the same period last year, and the growth rate and scale continued to significantly lead the book business.

Based on this, Dangdang is confident that the strategy of "establishing clothing as the new focus of business in 2012" can ensure its competitive advantage in the industry.

In September last year, Dangdang.com took the lead in initiating the cross-border trend of e-commerce and fashion with the "boundary" themed clothing conference; In September this year, with the theme of "potential", Dangdang once again announced that e-commerce has become a new force in the fashion industry.

In this regard, Deng Yifei, vice president of Dangdang, said: "The evolution from fashion follower to fashion leader and fashion creator will be an opportunity for Dangdang and the industry to have a new round of explosive growth." Dangdang is actively deploying a new fashion acceleration plan to build a new Dangdang from inside out.

　 "T table acceleration"

At the same time, Dangdang announced the "T Platform Acceleration" plan: expand the wireless fashion editing team and buyer team, establish in-depth cooperation with the Fashion Designers Association, and open a designer channel or special area.

On September 15, Dangdang launched a buyer's shop. In addition, it will focus on expanding wireless business. Its mobile client launched personalized user channels such as fashion shopping channel, Dangdang accent and Iwant topic shopping community.

Deng Yifei said that in the next two to three years, Dangdang will share the world with the offline clothing market.

It is obvious that the strategic cooperation between Dangdang and China Fashion Designers Association has further expanded the professional fashion resources behind Dangdang. The two sides announced that they had invested 100 million yuan in the early stage to create a support platform for Chinese original design, support outstanding designers to touch the Internet, set up designer channels or special zones, and explore innovative models such as crowdfunding and C2B.

　 Effort "wireless"

In addition, occupying the mobile end is a key piece of Dangdang's fashion plan. 50% of new customers of Dangdang clothing come from wireless.

In late September, Dangdang will launch ChicNow/Go fashion shopping channel, Dangdang tone and Iwant topic shopping community and other "three wireless fashion treasures" on the mobile client.

"The idea of Dangdang on wireless is to completely abandon the Internet on PC and truly become a mobile Internet. Our idea is no longer to sell in the form of single products, but to bring stickiness to customers through topics, communities and stories." Zhou Honggang, deputy general manager of Dangdang's wireless shopping business department, said that in the wireless field, attack is the best defense.

So far, Dangdang The fashion plan of has surfaced, forming a unique development model from the establishment of a professional fashion editor buyer team to the cooperation with industry associations to support original design, to wireless fashion experience innovation, to the top-down market offensive.

At the same time, many domestic B2Cs online retailers Are extending their tentacles to the field of online clothing shopping. JD, Tmall and Amazon have all recently released new clothing products. Vipshop, which has always been focusing on clothing, has captured second and third tier cities in China.

According to relevant statistics, Tmall accounts for 74.3% of the B2C apparel market share. Can the "fashion style" of Dangdang net be a late mover? Analyst Wang Xiaoxing of Analysys International believes that the clothing industry has market potential, and if we can adopt differentiated strategies, we can gain a certain market share. Tmall, as a platform, does not purchase from brand merchants, and the number of merchants is the advantage of clothing trading. The cooperation mode between Dangdang and brand merchants is supply cooperation, which is different from Tmall.

Can we "win 60 billion yuan"? Wang Xiaoxing said frankly, "It also depends on the specific operation and differentiated operation in the later stage, as well as whether there are advantages in quality and price."