Whether the wireless strategy will work when used as a costume

Donews September 24 News (reporter Shang) for many years rooted in the book category of Dangdang, this year began to focus on the distribution of low standardization, market plate more large clothing areas. Dangdang Wireless Shopping Department deputy general manager Zhouhonggang in an interview, said, based on the changes in consumer habits, and when the existing user mobile end accounted for the rising, in the apparel field will be fully shifted to mobile, through the "Shopping Guide + Community" model to promote clothing sales.

Zhouhonggang revealed that in late September Dangdang will be in the wireless end of the chic now/go fashion shopping channel, when the accent and iwant topic shopping community, for different positioning of the user to conduct fashion guide and recommend, through the topic of guiding the implantation of goods, the final realization of merchandise sales.

From the mobile product design, Chic now and go fashion shopping channel for male and female users, through the popularization of fashion knowledge, interpretation of the current trend of the season to carry out a single product, wear recommendations. When the accent is focused on novel, exotic products, break through the restrictions of clothing category, the collection of unique products. and the iwant topic shopping community is positioned in the situation topic community, based on the scene shopping carries on the picture and text sharing, the topic design and so on, from the topic discussion toward the commodity purchase.

Zhouhonggang that the wireless side of the shopping and traditional PC-side concept is completely different, users in the mobile end will contribute more fragments of time, so more to create a stroll and play the atmosphere, can not simply use a single product display to meet the user's lookup, search needs, and can not simply carry the function of selling goods, in product design to the transformation of the community.

It seems that the new wireless products, and the original Mushroom street, beautiful said the pattern is similar to this chic now and other products, the owner explained that on the one hand, the topic of product construction, single and other recommendations mainly rely on the professional team to buy, edit the views, at the same time the characteristics of the integration of On the other hand, it will be more inclined to make a community that can browse and buy a key.

From the recruitment of clothing merchants, Zhouhonggang said that in addition to the big sellers on the platform of the integrated electricity business, will focus on the search for features, the brand has a tone. In the recruitment policy, according to men's, women's, footwear and other categories to give different preferential policies, and wireless platform in the recruitment will also be different from the preferential conditions of the PC. "In fact, Dangdang has a lot of business of the single product is very fashionable, but limited to the layout, a lot of single products are buried in the background is difficult to show, hoping to help more businesses through the new app, but also to help more users find fashion things."

In addition to the new products and business promotion, Zhouhonggang revealed in the flow above, will be through internal infiltration and external cooperation to drive. In the interior mainly through the integration, promotion and other mechanisms to guide the transfer of both users to the mobile end, improve the book, mother and child loyal user group conversion rate. Externally, the application stores and operators are used to attract new customers, especially the younger user groups.

The latest data show that Dangdang's clothing brand about 2000, covering the top 300 days of clothing brands, as well as some of the domestic brand.