Dangdang combined with a number of clothing brands to hold new fashion show

When the own brand "when the excellent product" released last May, covering the basic category of clothing, household items, and so on, soon in the second half of last year, Dangdang called the brand of clothing to stop the design and production, the main reason is "launch time too early."

Guoqing that, from the retail trade law, clothing category only sales reached 10 billion yuan, only suitable to do their own brand, because this time there is enough to support the user, in order to allow the high margin of the own brand to produce value. "It's too early for us to push our own brand clothes." "Guoqing said.

At the same time, "when the excellent product" initially released, has been positioned as a low-end brand, but now when the clothing category has been positioned as "high-end brand", and control the number of businesses within 3,000. At present, after the adjustment of "when excellent products" only keep home products and cosmetics products.

In fact, since last year, when the eye is on the clothing category, and the last quarter when the clothing department in the category of the growth rate of 85%, higher than the electric business sector about 50% average. At the same time around the clothing category, Dangdang also launched the tail goods sale channel "tail Products", these let when the share price in six months from around 3 U.S. dollars to 10 U.S. dollars.

Guoqing revealed that this year's clothing category sales target is 3 billion yuan, 5 years plan to reach 6 billion yuan, and then will begin to introduce independent designer brand, do some "small and beautiful" attempt.

In contrast with the day cat, guoqing frankly when the flow of the cat, but he revealed when the conversion rate, the customer unit price is 30% higher than the sky Cat. On the other hand, some brands in the grade positioning considerations, so will choose when.

And when the original book business of white-collar loyal users, but also when the clothing business to strive for transformation of the object. According to Guoqing statistics, currently only 20% of the active users bought a book, clothing category of users, 50% from the original user conversion, and 50% is a high cost of new users to win.

The conference, Dangdang United most brands published in the new season. Guoqing points out that the future Dangdang hope to establish a new clothing from the season, the tail of the whole chain of clothing sales, benign clothing eco-circle, taking into account the clothing brand online sales of each sales cycle, in a platform to solve the problem of brand apparel sales, so that the clothing brand and when the platform symbiosis and win.