Electric Trader Vogue: What medicine is sold in each family gourd?

A few days ago, Dangdang CEO Guoqing E-mail said, when to do fashion electricity, and put the placement on the clothing. He hopes that by "doing costumes" towards "fashion".

Coincidentally, the days of the cat, Jingdong, only goods will also be in the recent shout out loud fashion slogan. The cat played "Chantian Cat, on the purchase", and constantly to start the "new fashion" project momentum; Beijing East followed, in addition to not change slogan, others are the same, but the product will continue to get rid of "inventory clean-up experts" title, began to expand the whole category at the same time, aiming at fashion new products.

In the fashion of the road, although tactically different, but without exception to choose in the Apparel field breakthrough. That wants to do fashion electric dealer, each family gourd what is the medicine that sell?

Dangdang change gene is false seeking growth is true

Guoqing of the internal mail, the basic is directed to the clothing division. It is conceivable that in the eyes of guoqing, fashion is the understanding and exploration of clothing.

Since last June to do clothing special sale channel "tail product sinks", Dangdang to the clothing category goal investment obviously increases. In this year's Q1 earnings, the quarterly marketing costs of 66.9 million yuan, accounting for about 3.9% of total net revenue, 2013 fiscal year, 3.2%.

In this respect, Dangdang's interpretation is that "marketing costs in the total net revenue accounted for more than a year, because of the increase in marketing project investment, in order to enhance Dangdang in the apparel field of visibility." ”

This June, Dangdang on the line of "New Flash purchase" channel, began to take the new product sales routes. Guoqing's idea is very simple, "new product sale Tail goods clearance" is the current consumer network shopping apparel demand. However, from the current new Flash purchase page, the new products are concentrated in the domestic unknown offline brand, as well as Amoy brand, and can not attract users of the network to brand new products real demand. More importantly, the clothing SKU is the most vertical category, while Dangdang's clothing SKU number is relatively scarce.

Although guoqing in the internal Mail said, the biggest enemy is not "the cat", nor "only the goods will", but their own. This is actually a correct nonsense. Dangdang to do costumes, break oneself is necessary, then face the largest apparel market two competitors, Dangdang can not evade. For example, the Merchant limited starting new product is the choice in the flow and fame of the day cat, only product will, or Dangdang?

Choice, the truth.

Beijing East 3C Short-term profit difficult clothing high margin is the inducement

Jing-dong is the latest "fashionable" slogan shouting the most fierce, in addition to the autumn and winter new release activities outside the hype, Jingdong to the capital market to convey information: Jingdong needs to diversify, not just dry 3C digital.

From the "3C to clothing from the Beijing-East fashion" Yang, "Beijing East" grab food "Taobao apparel by the Beijing-East as a strategic level" and then to the "Shangkingdong PK Chantian cat, the next electric business war in the clothing?, Jing Dong in the apparel on the public relations strategy, is close to Taobao, cat, and even the only product will be the voice of the market first created. However, close to the Beijing-East Apparel People said that Beijing east is the autumn and winter new products for investment.

Without him, to his own short attack the long. In the Q2 's Apparel business Data report, Jingdong's market share is only 5.2%, well below 74.3% of the day cat. However, because of the 618 promotion, Jing Dong in the costumes of the force, or to 0.1% of the advantages of leading the only product will. Both of them will have a greater chance of being real guns in front of the battlefield.

But the Beijing-East in the apparel field of a single point of breakthrough is correct. Whether it is to the capital market to see, or rob the day cat, only goods will, every customer apparel users, Jingdong need to seek new growth point, this and Dangdang's intention is consistent. In the first quarter of the Beijing-East financial results, Jing Dong Net loss of 3.795 billion, reached the most in nearly two years, Jing Dong Net loss rate of 16.7%. Jingdong needs such a chance to testify. In particular, compared to the low margin of 3 C, clothing, whether in logistics and transportation, or profitability is far higher than 3 C.

In a recent Sino-EU speech, Liu mentioned the argument that the more things are done in the electricity industry, the better they will be and the ability and qualifications to gain the best benefits of the industry in the future.

Whether this argument is the future trend of the electricity business will not be discussed. An indisputable fact is: focus on the price war and logistics gambling, into the scale and channels of contention, Beijing East How to achieve large-scale profit, so as to get rid of the increasingly serious losses?

Only products from a single point of breakthrough, to the platform of the operation of the overt

If you still think that the only product is a shopping flash site, you may want to re-examine the company.

Under the rising stock price, the company's business acumen has become clearer. Horizontal category expansion, the only product will have from clothing, beauty makeup, mother and child, home decoration and even digital products. In depth, the only product will be in their own good clothing to expand, from the offline apparel brand inventory clean-up, to new products to sell, and then continue to introduce international brands, and constantly build high clothing wall.

Whether horizontal category expansion, or vertical clothing vertically depth, only goods will be in the market to pass a signal is that this is a quality of the special sale of fashionable women's shopping site. This is why only the CFO of the Yangdonghao stressed that the "electricity quotient of women who have the world."

In addition, only products will be the recent market voice transmission, but also the main fashion keywords, united Anhui Television to do apparel category of the program marketing, joint apparel brand to create the national goddess of the day, there are so-called "spoiled" and so on, only products will be in fashion, women constantly hammering, deepen the consumer mind.

Only the goods will still borrow the clothing single shop breakthrough, but also urgently seek new business growth point. Yangdonghao also has been entangled in inventory clean-up experts, always have the momentum, especially after multifaceted, their cake is a little bit of eating away. In the Q2 report, the only product will be the first market share by Jingdong over the 0.1%,5.1% share of the slide to third.

Only goods will distinguish Dangdang, jingdong the biggest difference is that costumes start, a single point of breakthrough, vertical depth at the same time, expand the entire category of platform operation.

The day Cat seeks the brand to adjust the diversification to raise the competition threshold

As a cat that occupies 74.3% of the market share of apparel, it is the first element of how to expand its multidimensional business boundaries while maintaining the leading edge.

Since the beginning of this year, the cat has shouted brand fashion strategy, and as its first strategy. However, unlike other electrical companies, the cat is not rigidly adhere to the apparel industry, but the hope that in the vertical category of full bloom. From its tactical strategy can be seen, this year the cat significantly increased the strength of the new start, as well as international brands of the settled.

Public information shows that the cat has introduced Burberry, Lauder, ASOS, Muji, Zara and other brands, in the 3C digital industry is also on-line new starting channel, covering the apparel, beauty makeup, digital, home decoration and other vertical industries. The cat also announced that it had introduced more than 4,000 international brands from 45 countries.

A person close to the days of the cat also revealed that the day cat consciously strengthen the mainstream consumer population in the 19 cities covered by the brand promotion. Combined with the cat's user group is mainly concentrated in the domestic 234-line city, this is actually also confirmed the days of the cat want to open up in the depth of the one or two-line city. This undoubtedly also verified the day cat to do fashion strategy.

And as the day cat fashion important landing, costumes or the vanguard of the. In this year's cat year promotion, costumes have marked changes, such as new product sales accounted for more than 60%, in addition to domestic brands and Amoy brands, international brands are also joined in. The cat is undoubtedly through the big promotion to change the past consumer to the electric Dealer promotion cognition: The inventory cleans up, the domestic small brand.

In addition, the day cat in the apparel market moves constantly: for example, before the introduction of the "first try to buy" service, Ming for the promotion of consumer services, the actual lifting of new products to deal with, dug to gxg costumes of the former general manager Shujun responsible for apparel business; Goddess of the new clothes are in order to promote the adjustment of clothing, but also for the fashion of the cat show. The next day cat new fashion, costumes as the protagonist, unavoidable to the industry to comb the banner of fashion.

However, compared to other electric dealers only to pull up market share is different, the day cat needs to change is the consumer of the cat and the whole electric trader's fashion awareness. This is really not a day's work.