Dangdang Watch tail products to promote the extension of the date, to take the price war to change the pattern of the flash purchase industry

In Beijing and the east, such as electrical appliances such as "6 18" fierce fighting is at the same time, clothing special sale of the site between the dark War is also more close, Dangdang said that the end of yesterday's tail goods to promote the extension to today, the new brand more than a quarter of 200%. Not subject to the impact of the competition, only two months on the line when the end of the exchange to borrow the price of the electricity trader to change the pattern of flash purchase industry.

It is understood that when the tail of goods in early May on the line, has been with more than 300 clothing brands to achieve cooperation, of which 60 for the exclusive authorization. In order to quickly superior, the tail of the high profile to enter the electric business "6 18" decisive battle, to 30 percent caps, up to 300 yuan to send 150 yuan of strength to fight.

And in the electric dealer price war is fierce, a number of clothing suppliers exposed the domestic clothing sales site to require suppliers "two choose one" agreement, when the end of the goods are listed on the list of blocked. But according to the merchant said, "when the tail of goods in the end of the sales, so that our brand should be the season clothing sales also increased significantly."

It is noteworthy that after being blocked, Dangdang instead of its special selling strength, Dangdang related officials said, its tail will be in the "6.16-18" greatly promote the foundation, and then add one day "6 19" promotional, promotional efforts, the number of brands to participate in the same as the first three days, the purpose is to match Dangdang clothing category of the price promotion. "Add more day to the promotion, it will be able to pull more seasonal clothing sales, otherwise to the next year these seasonal clothing into the tail goods," the businessman said.

"Obviously, when the tail of the goods to help the platform business to digest the clothing tail goods inventory, but also stimulated the seasonal clothing sales, reducing the pressure of the backlog of clothing." "This will, to a certain extent, strengthen the confidence of many brands to stay on the Dangdang market," analysts said. ”

There are actions to prove that when the end of the "30 percent cap" is only a start. Then, when the tail is stirred by the "Flash Purchase Change Bureau" continuous fermentation.

Just entered the June, when the end of the collection on the launch of a large-scale propaganda offensive, the four TV ads are online, for users to attract more attention, attracting more of the line under the end of the collection of goods to sell flash shopping channel.

At the same time, when the end of the price war offensive also increased, 30 percent cap promotions and vouchers superimposed, such promotional efforts also let other flash buy a temporary inability to follow up.

"This year when the clothing to do 4.5 billion, to the card position of the vertical category of electrical apparel industry, the top three, which will certainly be the end of the important role of sinks." "Analysis said that the June when the end of the propaganda and price war offensive, is Dangdang 2013 development of apparel Strategy category of an important step."

Amoy network of the latest data show that June when the apparel goods sold rapidly, the number of new brands over the first quarter 200%. In addition, other people in the industry said that the business force is very good when the end of the promotion of the larger background is, with the diversification of the platform, brands are no longer willing to stick to a platform, but hope that the processing of tail goods more independent and flexible, such as to stimulate the sales of seasonal clothing, can increase their own sales margin, rather than in the past, Simply for the digestive tail goods.

And for forcing the merchant "two Choose one" initiative, Zhu, an e-commerce observer and analyst, said through Weibo that business was never forced to say that it could only be said that the site and its suppliers were simple transactions of goods, rather than synergy, and that it should now be a measure to preserve and protect the existing size. The industry generally thinks, "with the sales channels of the tail goods and the rapid rise of the emerging flash-buy platform, the ' exclusive sales agreement ' will increasingly be rejected by the merchant."