Dangdang Vice President Deng: Electric dealers do fashion to take into account the needs of the public

Set up a large buying team, and the Chinese Fashion Designers Association signed, new push wireless Triple gem, to book the start of Dangdang hit the layout of the clothing category. Dangdang vice President Deng said, Dangdang do clothing is inevitable, will take into account the public and personalized two major consumer demand. Earlier, the days of the cat, Jing Dong also into the bureau, let this fashion war smoke flavor gradually thick. At the same time, a series of unique products will be the emergence of brand, but also increased dangdang in the field of fashion survival difficulty.

Through the clothing breakthrough

As of the two quarter of this year, Dangdang performance achieved three quarterly earnings, the continuous growth of apparel category let Dangdang see the future market development potential. Earnings show that, by June 30, Dangdang net single quarter profit of 28.8 million yuan, the same period last year, the loss of 64 million yuan, it is worth noting that, in the main book category, Dangdang two-quarter clothing day hundred other Third-party platform transactions to achieve 1.43 billion yuan, an increase of 82%, clothing category of the transaction growth rate higher than

Outstanding performance so that the literati gas Dangdang to do a fashion trading. "The evolution from fashion followers to fashion leaders and fashion creators will be a turning point for Dangdang and the industry's new burst of growth," says Deng. "In addition to the existing business team, Dangdang is expanding the professional fashion editorial team, the buyer team, the visual experience and the user Experience team."

From books to fashion, Dangdang is facing a certain challenge. However, Deng that, by virtue of the cooperation with the Chinese Institute of Fashion designers, relying on professional standards, professional resources, can reduce the risk of Dangdang. It is understood that at present when buying hand shop has been online, fashion buying team about 30 people, mainly from the line under the department store business people, fashion editors, Brand side. The first selection of Zara, GAP, excellent Uniqlo and other authentic new, with 10 percent sales force. Other internationally renowned designer brand Damir Doma, silents, Darkshadow, etc. will also be settled in Dangdang later.

Support designers

Fashion led the flashlight has become the industry's trend of the near future. Jing Dong, the cat has signed with fashion group, on the runway to reveal their own fashion dynamic control force. Dangdang is no exception, so for designers to build an online platform, the development of personalized brand is one of the next major measures.

According to China's relevant online shopping crowd fashion data show that in the past, female users of online shopping apparel attention ranking is the first price, followed by the brand, now more concerned about the style. This means that the clothing category is not only meet the needs of the public consumers, but also to meet personalized service standards.

Deng said that in order to meet the personalized needs of consumers, Dangdang will train more designers team, the future will invest 100 million of dollars to establish a good designer of the electrical business support platform.

At present, Dangdang clothing brand has 3,000, positioning in the high-end, and Taobao a mass of nets, when the number of restrictions and access mechanism, distribution, consignment, aggregators, settled into Dangdang and brand cooperation in four modes. In addition, positioning fast fashion new Flash purchase changed the brand supply chain, the production chain facing the front-end sales level, the marketing level of all changes. Deng said that the advantage of this is that the brand has a meaningful trial run, to facilitate additional input, and the second is to obtain customer comments in the case of a single product.

Mobile End also fashion

According to the introduction of Dangdang, clothing new guests have 50% from the mobile internet, so deep in the field of fashion at the same time to force mobile end service. Dangdang's wireless team has already been completed, Internet enterprises, electric enterprises recruitment technology, marketing talent, fashion talent all kinds of professionals to join.

In late September, Dangdang is about to launch chic now/go fashion shopping channel in Mobile client, when the accent and iwant topic shopping community, such as "wireless fashion sambo." Chic now for women's channels, go for male channels, the channel will push young information, wear, Japan and South Korea and so on, and build interactive platform for users.