Dangdang Combined With Several Clothing Brands To Hold New Fashion Show

Dangdang joint multiple clothing The brand held a new fashion show, and after the meeting with the media, Dangdang CEO Li Guoqing revealed that all its clothing categories were introduced into the third party sellers, and they had ceased to run their own businesses and their own brands.

Dangdang's own brand "Dangdang top quality" 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 believes that from the rule of the retail industry, only when clothing sales reach 10 billion yuan, is it suitable for private brand, because there is enough user support at this time to make the high value of its own brand produce value. "We push ourselves now. Brand clothing It's too early. " Li Guoqing said.

At the same time, when Dangdang quality products first released, it was positioned as a low-end brand, but Dangdang clothing category has been positioned as a "high-end brand", and the number of businesses controlled within 3000. 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 has 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, and it will reach 6 billion yuan in 5 years, and then it will start to introduce independence. Designer Brand, do some "small and beautiful" attempt.

In contrast with Tmall, Li Guoqing admitted that Dangdang traffic 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.

Dangdang, a white-collar loyal user of the original book business, is also an object that Dangdang clothing business wants to transform. 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.