Rumors that when will push private-label clothing, the outlook is not optimistic

Introduction: There is news that Dangdang will push its own brand clothing, product April 5 online. Economic sound reporters to Dangdang and OEM manufacturers to verify, but both sides are cautious, did not make a positive response. From prior to the collapse of PPG, to now encounter the plight of the guests, clothing Shang Gaokai low, Dangdang future geometry?

BCC network Beijing March 17 News (reporter Wang Hao) According to the Sound of the economic report, there is news that Dangdang will launch its own brand apparel, related products April 5 online. To this, the reporter to Dangdang and foundry manufacturer Beijing Copper Cattle Co., Ltd. to verify, but both sides are cautious, no positive response. But judging from all the signs, when the introduction of own brand clothing is very likely, but the future scenario?

There are media reports, the domestic clothing manufacturer Beijing copper NIU general manager Ma Hui revealed that has to undertake Dangdang own brand clothing design and production, related products April 5 online. The first batch of clothing including children's wear and adult attire, will have seventy or eighty styles, all for knitwear. To verify the news, the reporter contacted the Ma Hui, but he was cautious, and did not prove the response.

Journalist: Are you going to work with Dangdang?

Ma Hui: Who is this news? I don't know. Now I do not want to say this because it involves other people's brand problems. We have our own design team, do so many brands, including the first several sports brands, as well as E-commerce, leisure brands we do. I can only say this now, but when it comes to specific brands, I never talk about it.

The reporter then contacted Dangdang President Guoqing, but the telephone has been in no answer to the state. Dangdang Public Relations Director fan there, or revealed some clues, he said, Dangdang did set up a special department responsible for the operation of its own brand.

Fan: Dangdang is really doing something of its own brand.

Reporter: Dangdang internal is not specialized to do own brand department?

Fan: Yes. Did it all the time.

From the current collection of information to judge, Dangdang launched its own brand of clothing is very likely. And Guoqing has said before, will launch its own brand clothing, similar to the van mode, but the positioning will be slightly higher than the guests, while building clothing department store mode.

In fact, the combination of clothing and E-commerce has a long history. However, the first crab to eat the PPG has closed down, and then the van after a hot, now also a bit bleak, and Dangdang in 2007 has launched a clothing brand, but soon after the line, and then nothing. In a word, the combination of clothing and electric quotient presents a trend of high opening and low walking. Now, Dangdang is also involved in clothing, the future? Analysys International analyst Shou Send is not optimistic.

Shou send: I still hold a more conservative attitude. When it's now strategy, including partnering with Gome, and talking to a lot of other channel providers, in fact, when the goal is more inclined to do a more open platform, using when the overall operation of the advantages (brand and traffic), and then to access more distributors, suppliers come in, forming a relatively large platform, the future with Jingdong, Taobao contend. But now when it's a brand, it's not exactly the same thing as its own strategy. I also do not understand, when this time why will come up with such a strategy come out.

But the well-known financial commentator Delin (blog, Weibo) but more optimistic, he believes that the business model of electric dealers selling clothing, through the two-year development and popularization, has been more mature, Dangdang can ride a hitch, and Dangdang itself more than enough customers.

For the time being, when is the introduction of own brand clothing not table. In fact, from the traditional channel merchants Carrefour, Wal-Mart, and now in full swing of E-commerce, channel manufacturers to launch their own brand merchandise has become a trend.

Wang Xianqing, director of the Institute of Circulation Economics, Guangdong Business School, the reason why the channel business is keen on its own brand is because, compared with simply selling other products and getting commissions, the profit margins of private-label goods are much higher.

Wang Xianqing: The channel is a kind of precious resource, the owner of the channel business, oneself fully excavate the value of this kind of resource, so develop own brand, sell on own channel, can get bigger return. For example, the sale of Li Ning's clothing, may be only a percentage of a, because it is only a proxy, charging commission, but the independent brand, the profit reached 15%, 20%, or even 40% or 50% are possible. This can be diluted operating costs, improve the level of profits.