No. 1th store own brand large area out of stock, Gene mismatch

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Every journalist Wang Minjie from Shanghai

Dangdang announced to call off its own clothing brand, recently, there is news that the number 1th store's own clothing brand Bestluck or will face adjustment.

The Daily economic news reporter contacted the public in store 1th in Wednesday (June 4) and went to the interview outline, but did not receive any response until the press.

In the industry, clothing competition is fierce, the brand is a need for a lot of input, and the electric dealer and own clothing brand genes do not match.

Own clothing brand large area out of stock

These days, shop 1th users should note that shop 1th own clothing brand Bestluck appeared large area out of stock.

According to the Beijing Business daily reported that in addition to underwear and stockings situation is relatively better, bestluck all categories are in stock, especially in the season of the T-shirt off the most serious situation.

"Daily economic news" reporter logged into the 1th shop search Bestluck brand found that the men's T-shirts, for example, almost half of the style stickers have been sold out of the logo, women's t-shirts are more numerous.

For the current private clothing brand of large-scale goods, shop 1th said, the popular Department of general Merchandise department responsible person is not at home, as of press, "Daily economic news" reporter has not received its own clothing brand related adjustments and follow-up development information. No. 1th Store PR people only said that the current own clothing brand products are still in sale.

According to the Beijing Business Daily Report, No. 1th store said that Bestluck did not suspend the sale, but the latter development strategy is not clear. It is reported that the popular department store is this year's 1th stores, the key development strategy, the goods are out of stock because of Betsluck before the famous selling activities.

CIC Consultant Light Industry researcher Xiang that the individual style because of the hot and in the case of a broken goods is normal, but the season clothing, most of the models are in the state of the broken goods are indicated that the 1th shop own clothing brand development is not smooth, the adjustment stage.

The electric quotient and the own brand gene do not match

Last May, 1th store's own clothing brand Bestluck online, OEM production, in accordance with its then planning, the initial launch involved 500 SKUs (inventory units) have underwear, t-shirts, socks, etc., the main "safe and comfortable."

Prior to this, its clothing own brand team independent of the 1th store's consumer electronics, food and beverage, department store three major sections, directly to shop 1th CEO report results. At the moment, however, Etsluck has lost its independence and the team has merged into the popular department stores. Such a move was interpreted by the industry as 1th stores to bestluck attention is declining.

In fact, in the Betsluck line of a year, the category has always been wandering in situ, such as underwear, T-shirts and so on, shop 1th during the celebration, the Bestluck brand's t-shirt even become a gift of activity.

In the outside world view, the shop of the number 1th Bestluck walked with all the customer sincerity product similar path, the main push simple section T shirt. It is reported that the number 1th shop Bestluck apparel team, more than the person in charge is from where the customer-prudential products to dig the corner.

As we all know, the electric dealer develops the clothing own brand, the number 1th shop is not the first to eat the crab the person. For it, every guest is a cautionary tale. In the roaring, unpredictable market and consumer demand led to the embarrassing situation where the inventory of high prices.

The quality controllable, high gross margin is one of the reasons why shop 1th cut into the clothing field. Dangdang CEO Guoqing also said that the gross margin of clothing can reach 60%. However, it is noteworthy that Dangdang May 2012 launched its own brand "when the excellent product" has been stopped.

Senior retail experts, the CEO of Dinghao Business Management company told the Daily Economic news reporter, to a more powerful hypermarket as an example, to the present, in the development of the clothing own brand has no success. He said that compared to toiletries and other necessities of life, the choice of clothing is very large and market competition is particularly fierce. "In such circumstances to have a price advantage and brand awareness, it is almost impossible, not to mention the electric dealer own brand, it is impossible to succeed." ”

Xiang points out that the electricity quotient and the own clothing brand's gene does not match. "To shop 1th as an example, its initial rise is mainly business super products, so people flow of consumer objects are also more this, and once the development of new categories, is generally in the consumer inside the excavation, consumer groups limited." ”