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Dangdang Halted Its Own Clothing Brand, Saying The Launch Time Was Too Early.

2013/9/12 19:14:00 19

Dangdang combined with many a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > brand new fashion show. After the meeting with the media, Dangdang CEO Li Guoqing revealed that all of its clothing categories were introduced into the third party sellers, and they had ceased to run their own brands and their own brands. 
 Dangdang own brand "Dangdang superior products" was released in May last year, covering basic clothing categories, household products and so on. Soon after the second half of last year, Dangdang stopped the design and production of its own brand. The main reason was that it was too early to launch. 
 Li Guoqing thinks that according to the law of the retail industry, only when the sales volume reaches 10 billion yuan, is it suitable for private brand, because there is enough user support to make the high profit of the private brand produce value. "We now push our own" a target= "_blank" href= "//www.sjfzxm.com/" brand clothing < /a > too early. " Li Guoqing said. 
At the same time, "Dangdang top quality" was first released as a medium and low end brand. However, Dangdang clothing category has been positioned as "high-end brand" at present, and the number of controlling businesses is less than 3000 P. At present, the adjusted Dangdang top quality product only keeps home products and cosmetics products. 
 in fact, since last year, Dangdang focused on clothing category, and the growth rate of clothing department stores in Dangdang reached 85% in the last quarter, which is higher than the average level of 50% in the electricity supplier industry. At the same time around the clothing category, Dangdang also launched the tail cargo sale channel "tail products", which allowed Dangdang shares to rise from around 3 dollars to 10 dollars in six months. 
 Li Guoqing revealed that the sales target of clothing category this year is 3 billion yuan, which is planned to reach 6 billion yuan in 5 years. Then the independent a target= "_blank" href= "//www.sjfzxm.com/" designer "/a" brand will be introduced to make "small and beautiful" attempt. 
 in comparison with Tmall, Li Guoqing admitted that Dangdang flow is not as good as Tmall, but he revealed Dangdang conversion rate and passenger unit price were 30% higher than Tmall's. On the other hand, some brands consider the grade orientation, so they will choose Dangdang. 
Less than P, Dangdang, a white-collar loyal user of the original book business, is also an object that Dangdang clothing business wants to spanform. According to Li Guoqing statistics, only 20% of active users who have bought books have bought clothes. 50% of the customers in clothing category come from original users, and 50% are new users who are striving for them with high cost. 
 at this press conference, Dangdang combined with most brands released new products for the new season. Li Guoqing pointed out that in the future Dangdang hopes to build a whole chain of clothing from new products to the season, tail goods and clothing sales, the benign clothing ecological circle, take into account the sales cycle of apparel brand online sales, solve the problem of brand clothing sales in a platform ecosystem, and let the clothing brand and the Dangdang platform symbiosis and win win.