Dangdang Realize Gorgeous Spanformation And Force The Clothing Market

Here world Clothing and shoes Xiaobian of the network to introduce the Dangdang power clothing market, facing the lack of competition.

Dangdang, which has proved to have achieved a magnificent spanformation in the three quarter of a row, is showing another face that has changed from selling books to becoming fashionable. Dangdang recently held a new autumn and Winter Conference, and announced the "T station acceleration plan" to try to set the tone for the spanformation of the fashion business. At the press conference, CEO Li Guoqing released bold words to win 10% of the domestic clothing market.

As the largest Chinese online bookstore in the world, Dangdang has accumulated a large number of stable tourist sources in its 15 years of operation. However, the low profit books and audio-visual categories made Dangdang have to put forward the strategy of "three carriages" in 2012, and this drastic reform also made Dangdang's business performance rise rapidly. This effort is undoubtedly another leap in Dangdang, but in order to stand out in the red market, Dangdang needs to play a differentiated card.

Dangdang is betting on fashion E-commerce

As the pioneer of Chinese electricity supplier, Dangdang's content has long been no longer limited to providing "chicken soup" for users. Since 2012, Dangdang has established the strategy of "three carriages" for books, clothing and maternal and infant products. As one of the "three carriages", Dangdang clothing sales rose from 500 million yuan in 2012 to 2 billion 700 million yuan in 2013. It has become the second largest category outside Dangdang books, and has maintained the growth rate of 100%-300%, becoming the fastest growing category of the company. Now, in the field of clothing, Dangdang seems to have another big business opportunity.

Dangdang "2014 clothing autumn winter new conference" recently opened in Beijing, and announced the "T station acceleration plan", including the expansion of professional teams, support of outstanding designers, promotion of wireless three treasures, to the two or three tier cities. Dangdang CEO Li Guoqing released a bold statement: "the goal is to win 60 billion yuan in the clothing market of 600 billion yuan". It is easy to see the determination of Dangdang net clothing category.

Dangdang, the layout of the fashion business, seems to have been brewing for a long time. As early as last year, Dangdang family leader Li Guoqing put the wind abroad: "we now push the brand clothing too early." But only a year later, Dangdang has pushed its own clothing brand into a high profile. It is clear that in Li Guoqing's eyes, a good day for Dangdang clothing has arrived.

But looking forward to the current clothing business market, many domestic B2C providers have already laid out in this field. Apart from vip.com, jumei.com, beauty, and Lok bee, which have been ploughing for many years in the vertical fashion business platform, there are also a lot of electricity providers who have recently shouted slogans of fashion: Tmall has released fashion strategy not long ago, and Jingdong has also entered into the field of fashion electronics with deep cooperation in fashion bazaar. It can be said that the fashion business area is ushering in the spring of "hundred flowers bloom". Dangdang is destined to win the game by selling books and changing fashion.

Two factors cited electricity supplier overweight

Many of the big business people are walking on the "fashion" route. Why does the clothing business market become a battleground?

On the one hand, the high gross profit income of clothing is the key factor to attract the electricity providers to compete. Earlier, Dangdang took clothing as its entrance, creating a "high-end product" of high-end high-end sales. It sold more than 100 million yuan in just 3 months. In June of this year, it launched a new sale channel called "new flash purchase". Deng Yifei, vice president of Dangdang network, is bluntly: "take the flash sale of goods as an example, you sold seventy percent off or half off on the original price, and then sold it. Its profit margin is still very high. Taobao can make so much money and clothing accounts for a large proportion, so we can see that profits are high. " Similarly, Analysys analyst Wang Xiaoxing also said that from the second quarter of the major electricity supplier performance, the highest gross profit margin in the electricity supplier business is cosmetics, followed by clothing, again books, and finally 3C, clothing category as the second major categories of e-commerce sales, a wide variety of commodities, gross profit is obviously higher than 3C category.

On the other hand, the potential of the clothing market is enormous. According to the data released by the China Electronic Commerce Research Center, the size of the clothing market is expected to reach 2 trillion, which will undoubtedly become a big cake for big business providers to compete for each other. From Dangdang clothing in 2012 only 560 million, from 2013 has reached 27 billion, also can peep at one or two.

And for Dangdang In addition to these two factors, the layout of fashion clothing is the inevitable spanformation of its own. Its book market is nearly saturated, and gross profit is declining. Clothing and 3C and household appliances are the most important areas of electricity supplier. Therefore, Dangdang's priority in layout of clothing is natural.

Differentiation competition is the key.

Even though Dangdang is trying to tear off the labels on its books, it is trying to move closer to the trend. However, Dangdang's spanformation from a book seller to a fashion designer is not easy. As mentioned above, the major electricity suppliers have already had a layout in the fashion business, so they are eager to stand out in such a fierce fashion market. It is foreseeable that there will soon be a fierce battle in the field of fashion electronics.

Data show that Dangdang's active users in recent four quarters are 8 million 400 thousand, 8 million 900 thousand, 8 million 600 thousand and 8 million 500 thousand respectively. We can see that the growth rate of active users is almost 0. At the same time, the cost of acquiring single users based on market charges and new users has risen from 20.14 yuan to 28.12 yuan. In the current market of homogenization and competition, the market is becoming more and more crowded. If we want to make a difference in the fashion industry, we must have the real skills.

In his book "competitive strategy", Michael Porter defines the differentiation strategy: to create new products and services that are unique in the whole industry. Therefore, for Dangdang, on the one hand, we need to accelerate the electricity supplier. brand The upgrading speed, enhance brand awareness and influence, lay a good foundation for follow-up promotion. On the other hand, how to cater to the individual needs of consumers, precise positioning, innovation in the subdivision area, and striking the characteristics are also crucial. Only in this way, Dangdang can occupy a place in the future "fashion circle", thus achieving the goal of "taking the clothing market 60 billion".