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Dangdang Expands Its Version To Focus On The Third Party Brand

2013/9/12 19:37:00 21

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Dangdang Clothing Online Shopping Clothing Brand Apparel Network Operators

after learning to stop its own "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "brand, Dangdang said recently that it planned to further advance the online sale of new clothing. It is reported that this year Dangdang clothing category sales target is 3 billion yuan. 
 in the view of the industry, Dangdang focuses its efforts on the third party brand and makes pure channels. There is nothing wrong with overweight clothing. The question is whether it can form a fundamental competitive advantage. The implementation of Dangdang's overweight clothing category is not optimistic. 
 the new dress code > /strong > .
 since last year's own brand to the end of this year, Dangdang power clothing has become a reality. From the book category to the present constantly increasing clothing, Dangdang's route changes significantly. 
 recently, Dangdang combined 30 brands for the first time to release new products of autumn and winter. Dangdang CEO Li Guoqing [micro-blog] also first released its strategy on clothing: further advance the "a href=" http://www.91se91.com/news/index_c.asp "new clothing" /a "online sale time, and establish the whole chain and benign clothing ecological chain. It is understood that there are already more than more than 2000 online and offline apparel brands to enter. 
 Dangdang said its advantage in attracting brands is that customer price and repeat purchase rate are higher than those of competitors. When choosing a platform, branding is more inclined to choose a platform that matches the brand positioning. 
 prior to this, the electricity suppliers all gathered together to do < a href= "http://www.91se91.com/news/index_c.asp" > clothing sale < /a >. In May this year, Dangdang also formally launched the "tail product" sale channel, once considered to be vip.com. Obviously, Dangdang has changed its strategy of selling clothes across the border. 
 in the view of market participants, new clothing is the last piece of "virgin land" for offline clothing. Dangdang's starting point is to put the new clothing online sales ahead of time, to compete with competitors and provide consumers with diversified consumption choices. 
 according to the latest earnings report, the net loss in the second quarter of this year is 63 million 900 thousand yuan, which is the 9 consecutive quarterly loss and the total loss is over 800 million yuan. 
"P" Dangdang said that it is expanding the market, hoping to achieve a balance between revenues and profits. From the category, it has completed transformation, department store revenue has exceeded books. 
 it is learnt that Dangdang's sales target for clothing category this year is 3 billion yuan, followed by the introduction of independent "a target=" _blank "href=" http://www.91se91.com/ "designer" /a "brand, making" small and beautiful "attempt. 
 implementation effect: 
 it is understood that Dangdang clothing category has been introduced into the third party seller, and has ceased its proprietary and private brand. 
 last May, its own brand "Dangdang superior products" was released, covering basic clothing category, household products and so on. Dangdang stopped the design and production of clothing brand, mainly due to "too early". 
 Li Guoqing said that according to the law of the retail industry, "a href=" http://www.91se91.com/ "> clothing" /a "category is only suitable for private brand when its sales amount reaches 10 billion yuan, because there is enough user support at this time to make the high value of its own brand produce value. 
 < a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > service industry independent commentator Ma Gang pointed out that whether the electric business makes its own brand can succeed or not depends on the flow. Products sell well, and they need to have enough advantages in terms of price and design. "Dangdang can sell, but it does not necessarily have brand operation capability." 
 industry analysts pointed out that clothing has gradually become the main category of Dangdang, and the shift of retail focus is also a shift in strategy. "Dangdang was preparing for this transformation long ago, including investment promotion." 
 it is worth noting that Dangdang clothing is committed to high-end, which is quite different from that of the same industry. 
 Cui Hongbo, founder and chief executive officer of Shanghai Zheng Jian brand management consultant Co., Ltd. believes that the middle and high end is not the main body of the clothing electricity supplier. It is mostly for the sake of differentiation, because it does not match Taobao, fan and so on. In addition, the positioning of Dangdang consumer groups and high-end brands is also unknown. 
 "now Dangdang is in a more awkward situation. It is hard to fight advertising, but the brand is going downhill. It is only relying on continuous improvement of experience and service to maintain and defend." Cui Hongbo said that Dangdang's brand business model needs to be fundamentally reshaped, so it can no longer spin in its original system. 
 in Ma Gang's view, the sales proportion of < a href= "http://www.91se91.com/" > online dress < /a > has increased year by year and there is room for improvement. However, the implementation of the project has yet to be tested.