Dangdang "Iron Heart" Pformation Of Fashion Business

< p > since the pformation of the business sector, overweight clothing has indeed brought about better business for Dangdang.

However, the industry is concerned about whether this initiative can form a fundamental competitive advantage.

At present, it is still part of the discount that drives the sales of clothing, and how to avoid the pressure from Tmall and vip.com and find its unique positioning will be the key.

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< p > strong > code > a href= "http:// www.sjfzxm.com/news/index_c.asp" > dress > /a > determination firmness < /strong > /p >

< p > last September, Dangdang announced that it was pformed into "fashion business".

At that time, Dangdang combined 30 brands for the first time to release new products of autumn and winter. Its CEO Li Guoqing also released its strategy for clothing for the first time: to further advance the online sale of new clothing, and to establish a chain of clothing ecological chain.

In June of this year, after the 1st anniversary of the "end product exchange" online, Dangdang "new product flash shopping" channel was also formally launched. Since then, it has made a big step in building the whole chain of clothing sales.

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< p > in the industry view, Dangdang's route changes significantly, and the determination of overweight clothing is more firm.

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< p > in fact, the force in clothing category also brings new growth points to Dangdang.

In recent days, Deng Yifei, vice president of Dangdang net, told a media interview that Dangdang gave unprecedented investment in clothing category. In the past two years, it had cost 200 million dollars, half of which came from books and half came from clothing.

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< p > industry analysts pointed out that clothing has gradually become the main category of "a href=" http:// www.sjfzxm.com/news/index_c.asp "Dangdang" /a, and the shift of retail focus is also a shift in strategy.

Dangdang was preparing for this pformation long ago, including investment promotion.

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< p > electricity supplier observer Lu Zhenwang told reporters that Dangdang has been in pition, originally committed to the development of large department stores, but the department store category extends a lot, and finally did not bring profit contribution; followed by its focus, the book, clothing, shoes and hats and mother and baby as the three major categories, "after pformation performance is good, now clothing has become the second major categories of books."

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< p > in the eyes of analysts, Dangdang's layout on clothing is expanding.

However, it is not entirely correct to use simple fashion business to describe it. After all, books are still the core.

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< p > < strong > we need to excavate the unique < a href= "http:// www.sjfzxm.com/news/index_c.asp" > positioning < /a > /strong > /p >

< p > benefiting from the active layout of the clothing market, Dangdang has made the development of clothing category as the target category of its high growth strategy in addition to books.

According to Dangdang 2013 Q4 earnings report, clothing growth rate higher than 100% for six consecutive quarters of growth over books, becoming the fastest growing category.

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< p > data show that its total revenue in the first quarter (including the total turnover of third party platforms) was 2 billion 850 million yuan, achieving sustained profits, net profit 2 million yuan, gross margin reached 18.2%, a record high since the two quarter of 2011.

Category strategy and open platform undoubtedly support Dangdang's main driving force for achieving high growth and sustained profitability.

Besides books, clothing category, third party platform and flash buying business have made great contributions.

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< p > however, the industry thinks that Dangdang focuses on the third party brand, and the overweight clothing is understandable, but the question is whether it can form the core competitive advantage.

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< p > at present, Dangdang still focuses on the "domestic first-line brand" in clothing, and is committed to high-end, which is quite different from that of the same industry.

Earlier, Shanghai is seeing the founder and chief executive officer of Brand Management Consultants Ltd., Cui Hongbo told the daily economic news reporter that the middle and high end was not the main body of the clothing business.

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< p > Lu Zhenwang said that Dangdang's "tail collection" is also discounted, but it is different from vip.com's three or four line brand. Dangdang is still famous brand.

"Because vip.com's buying system makes it powerful enough to find cheap products, Dangdang can only make famous brands come into the platform. At present, there is no problem in clearing the platform as a well-known brand."

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< p > Lu Zhenwang pointed out that Dangdang is a new product. If the price is high, consumers will not buy it. At present, the use of new products to support the brand, the sales volume or the discount part.

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< p > the above analysts said that Dangdang has been in pition for three years, and its operation has gradually improved from the initial chaos to the present.

However, its future will still face the pressure from Tmall and vip.com.

"How to distinguish between Tmall and vip.com is still more critical. We should excavate the location of clothing according to the characteristics of its users."

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