When you want to rely on clothing business transformation, the appetite is not small attempt to win 60 billion yuan

Jing Dong, Tian Cat, when, a series of three new Clothes T-show, but with the former two simple expansion of the business is different, in yesterday's Dangdang "2014 Clothing autumn and winter new conference", this has been used as a book electricity business veteran Enterprises, trying to occupy the clothing network market for the transformation of the set tone. "The goal is in 600 billion yuan clothing market to win 60 billion yuan", there is "big mouth" of the Dangdang CEO Guoqing again out raving.

The appetite is not small

It is difficult to verify which appliances business enterprises first to play the new clothing conference, but this year's catwalk show, Dangdang does not believe that the Beijing-east, the days of the cat's early hosting will bring much impact. Compared to the latter both in the field of novice identity, when self-confidence "2012 on the establishment of apparel as the new focus of business" strategy to ensure competitive advantage.

In this year's autumn and winter new product launch, Dangdang announced the "T-Station acceleration" program, including the expansion of wireless fashion editorial team and buying team, and the Association of Fashion Designers to establish deep cooperation, open a designer channel or zone. "For the high growth of clothing business inject new impetus, the goal is to 600 billion yuan in the clothing market to win 60 billion yuan." ”

To this end, September 15 Dangdang will be online buying shop, the first batch including Zara, GAP, excellent Uniqlo and other brand new, 10 percent sales. In addition, will focus on expanding the wireless business, its mobile phone clients to introduce fashion shopping channels, when the accent and the topic of the shopping community personalized user channels. Dangdang vice President Deng said that in the future years Dangdang will and offline clothing market share the world.

The need for transformation

Clothing for when not unfamiliar, its 2012 began to push this business, but in the hearts of users when there is still a "book dealer" stereotype.

Clothing is really a need for transformation. Official figures show that Dangdang's clothing sales rose from 2012 to 2.7 billion yuan in 2013, has become the second largest category outside the book, has maintained a 100%-300% growth rate, is the fastest growing category of the company.

Even in the only products, Poly-Mei excellent products, such as special sale of the site's main road node, when the garment is also to cut into the mouth, to build positioning high-end special selling "tail goods sinks", allegedly 3 months of time sales of billion yuan; this June again, the introduction of a special selling channel "New Flash purchase."

Analysys International analyst sing that when facing the saturation of the book market, transformation is inevitable. Clothing and 3C, home appliances as the most important field of electricity, Dangdang must give priority to these inputs. "Tail goods sinks" is also seen as the foreshadowing of further transformation.

The road is long

The transition should be confronted with a huge competition from peers. The data show that the cat occupies 74.3% of the market share of apparel business. Dangdang as a successor is able to borrow this "fashion wind" will this absolute advantage break?

Sing that the field of clothing has market potential, if can adopt the strategy of difference, can obtain certain market share. Cat as a platform does not buy the brand, clothing trading in the number of its businesses as an advantage. Dangdang and brand business cooperation is the supply of cooperation, and the day cat is different.

As a result of different consumer groups, in the embodiment of product sales patterns and advertising and other aspects of a differentiated route is a better choice. If products cater to the needs of consumers, they will choose. Sing explains: "Dangdang has just launched a further fashion transformation strategy, the relevant follow-up products have not been publicly put into use." Therefore, it is necessary to see the specific operation of the company and differentiated operations, as well as quality and price of the advantages to help it reach the target of 60 billion yuan. ”