Exerting the power of fashion to get rid of the book label

Chen Chenting

Ali listed a few days ago, Dangdang (Dang.nyse) at the Beijing Institute of Clothing made a quite big scene of the fashion show.

With the courage to speak of the guoqing day in the activities of the site is surprisingly little, after the media interview did not participate in a hurry off the field.

In fact, this is not the first fashion show. Autumn and winter as a new release link, a year ago, Dangdang in http://www.aliyun.com/zixun/aggregation/5031.html "> Beijing 798 held the first clothing conference."

However, this time wearing the tide card out of the mirror of the guoqing led the people, is definitely a new face.

It is understood that these clothes and Internet employees are far away from the trend is Dangdang is expanding the professional fashion editorial team, buying team, visual experience and user Experience team, they will be fashion trends thermometer and consultant guide. To this end, when the internal promulgation of 22 regulations, guidelines to enhance the staff's fashion awareness.

And this is behind the book's Start, when and guoqing, are trying to show a fashion gesture.

Compared with the Beijing-east, Ali's volume, despite a few years in the lead to the capital market, but now when many times will still be labeled books. and book category of purchase frequency, customer unit price and profit limit, guoqing more to sigh is, when not only books.

In the second half of 2012, Dangdang established clothing as the new focus of business, in the past two years first, a continuous 6-quarter growth rate of more than 100%, sales from 2012 to 500 million yuan to 2.7 billion yuan in 2013, become the second largest category outside the book.

And when the latest financial results show that the second quarter of this year Dangdang clothing, such as the third party platform trading to achieve 1.43 billion yuan, an increase of 82%, growth and scale continue to lead a large book business. In addition, apparel category trading growth is higher than the platform, the two-quarter scale has exceeded the overall platform turnover of 50%.

However, in the days of the cat, Jing Dong qi qi layout fashion business, when the clothing sales data can not significantly improve the market pattern.

According to guoqing, fashion needs attitude, not just the accumulation of clothing.

Based on the announcement of the new "T-Station Acceleration" program, when the fashion editing team and the buying team are to be expanded, a deep collaboration with the Apparel Designers Association is established to inject new impetus into the high-growth apparel business, with the goal of 600 billion garments