Electric merchants cross-border fashion management follow the industry chain upstream

Recently, Dangdang announced a large number of fashion design and sales areas, and shouted "in the 600 billion apparel market to win 60 billion yuan" slogan. This is another electric business cross-border move, before, the cat, Jingdong and Amazon and other mainstream electric operators have started cross-border operations, to clothing and other categories as a basis for the beginning to enter the "Fashion Electric business" field.

This year, the upcoming listing of Alibaba "tyrants" hand heavy, vigorously wooing the apparel design team and brand manufacturers; Jingdong also found Tencent this "godfather" access to a huge flow of imports, clothing sales growth rapidly.

Last month, Jingdong Mall announced a massive march into the apparel category, which is expected to grow more than 100% per cent year-on-year, while the new Amazon China president, Gedau, unveiled a number of new Amazon China projects related to expanding the category, including clothing categories.

Take Dangdang as an example, its clothing category sales from 2012 to 560 million yuan, grew to 2013 2.7 billion yuan, become the second largest category outside the book.

Analysys Analyst Sing that Jingdong Mall has been the main 3C category, sales accounted for about 60%, but the 3C category price is more transparent, low margin, Jingdong mall loss and excessive reliance on 3C category has a certain relationship, Jingdong Mall to expand the clothing category is an inevitable trend. In addition, the clothing as the second largest seller of the category, a wide range of goods, clothing itself, the seasonal clothing consumption frequency secondary than 3C category, these factors led to the clothing into military battleground.

The second quarter results from major electric companies can be seen in the electric business enterprise gross profit margin is the highest cosmetics, followed by clothing, again is the book, and finally 3C. Poly United States, only goods will, when, the Beijing-East gross profit margin of 46%, 25%, 18%, 11%, basically reflects the different categories.

However, the current Taobao and the cat occupies most of the clothing category market share. Industry is expected that the current electric dealers in the garment industry will not meet the penetration of sales channels, began to dabble in the design and brand and other industrial chain upstream. In particular, online shopping apparel more fakes, the major electric power companies to push the impulse of independent brands more and more strongly.