Dangdang New Construction Of Clothing Platform Worthy Of Attention

Less than a year on the line, Dangdang own brand Dangdang superior products. clothing The first stage ended in failure. Dangdang CEO Li Guoqing, in an exclusive interview, revealed that Dangdang top quality products will focus on skin care and household products in the future. Since last year, clothing products have no longer been launched. The main reason is that the launch time is too early and the number of customers is not enough.

Li Guoqing said Dangdang has stopped the design and production of its own brand since the second half of last year. The main reason is that Designer The design ability of the team is not satisfactory, and the sales volume and user level of clothing category have not yet reached a certain scale.

In Li Guoqing's view, when Dangdang's clothing sales reach 10 billion yuan a year, there are enough user groups to support the sale of its own brand goods. The sales volume is derived from the calculation of the number of users and the unit price of customers.

In May last year, Dangdang formally confirmed that its clothing brand name was "Dangdang top quality", and declared that Dangdang superior products were biased towards low price in terms of price, positioning in the Internet quality life brand, involving household, home textiles, clothing and other categories.

"3 years ago, I never bought it online. clothes Today, my clothes are all bought Dangdang, pants are GXG, clothing brand must go high-end. " Recently, Dangdang combined 30 brands for the first time to release new products in autumn and winter. CEO Li Guoqing also released Dangdang's "breaking" strategy on clothing for the first time: the time of online sale of new clothing was further advanced, and the whole chain and benign ecological chain of clothing were established. Previously, new clothing has been the last piece of "virgin land" for offline apparel, and there are few moves in this field.

Deng Yifei, vice president of Dangdang network and general manager of clothing business department, said Dangdang clothing platform will not blindly seek big business. The 3000 businesses are the upper limit of Dangdang clothing platform. At present, more than more than 2000 online and offline apparel brands have been settled.

Last year, Dangdang station almost all of the resources outside the station tend to dress. In May this year, the online sale channel "tail collection", the main boutique clothing tail market. "Clothing category accounted for 50% of sales in the mall, and Dangdang's direction is right." One industry insider said. This year, the main business vertical platform has introduced a large number of service brands, such as excellent purchase and NOVO cooperation, and launched the Hongkong direct transmission channel, from shoes There are more than 200 brand manufacturers on the platform.

This person said Dangdang hopes to move the new and final products to the online industry, which is a good thing for the industry. However, the clothing industry has a large inventory this year. Inventory digestion is a push by the electricity supplier in recent months. The sales volume of the new products is not big, which deserves attention. In addition, now the e-commerce platform is all about the clothing brand investment ability, and can retain these brands, Dangdang clothing platform set 3000 brand upper limit, maintain the flow bonus, this is also worth the industry's attention.