Fashion will become the new battlefield of electric business?

Recently, the major electric operators constantly, but the layout of the same-fashion. Day cat and fashion group to reach strategic cooperation, the release of the trend of electric business trends, Jing Dong and fashion group, "Fashion Bazaar" deep cooperation, "fashion bazaar" settled in the Beijing-East flagship store. Dangdang put forward to fashion to change the strategic slogan, guoqing on Weibo also called on the company employees "change Gene revolution."

The day cat: Build the fashion ecology Circle

In August, the days of the cat issued a fashion strategy, through the creation of a three-dimensional fashion media marketing system, the establishment of electric business fashion eco-circle. It is reported that the cat will be in 2014 autumn and winter in the new quarter for the platform brand to provide a system

List of fashion solutions, including custom fashion blockbuster, the establishment of special shopping guide, fashion show, to provide consumers with the international fashion trends and trend of synchronization, as well as with the T-Taiwan synchronized brand new product debut,

There is also "look and buy" innovation services.

In fact, from the beginning of this year, the cat has shouted a brand fashion strategy, and as its first strategy. 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.

Especially in the clothing category, the cat is also strengthening the brand with the TV program linkage, no matter is the cooperation "where Papa", or Oriental TV's "Goddess of the new clothes" are in order to improve the tone of the costumes, but also for the fashion of the day cat show.

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

Jing Dong: Expand clothing Category

The tension between Jingdong and Alibaba has become apparent. The cat announced the overall fashion, the Beijing-East is the launch of the autumn and winter fashion new conference, and the "Fashion Bazaar" for deep cooperation.

It is understood that the Beijing-east from 2010 onwards a comprehensive comprehensive expansion of the book, clothing two major categories are the focus of the category. Four years later, the ratio of men to women in Jingdong has been balanced. And the cat in recent years in the force to push the male market, but also worried about the loss of female users, so the fashion upgrade came back.

There are insiders pointed out that the Beijing-east to enter the clothing industry, and the model of the cat is different, pay more attention to brand and product quality, walking is a boutique route, the target market positioning should be the middle end consumers, and some of the pursuit of quality and brand consumers.

Jing Dong has been the main 3C category, its sales accounted for about 60%, but 3C category price is more transparent, low margin, over-reliance on 3C home appliances and Jingdong mall losses have a certain relationship, so the expansion of clothing category is also an inevitable trend. The gross margin of clothing category is obviously higher than the 3C category, the clothing itself is seasonal and the consumption frequency of the clothing is higher than the 3C category.

In this respect, there are market analysts directly pointed out that the Beijing-east is the latest "fashionable" slogan shouted the most ferocious, to the capital market to convey information: Jingdong needs to diversify, not only will dry 3C digital. 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?

When: expansive fashion gene

Dangdang on the official micro issued the "Dangdang staff 22 fashion Rules", guiding all when people become "fashion talent", the Army also pointed out that each layer of the company has a makeup room, "to go there must be higher than the frequency of the toilet!" "Fashion Rules" once released, fans even commented that this is worthy of a fashion treasure, is the workplace "fashion counter attack" the implementation of the standard.

Then CEO Guoqing returned to the clothing department all staff sent a long mail "from the gene change themselves", requiring all employees "to boldly challenge themselves, so that their more tide, more fan son, so that the whole company's fashion gene expansion."

There are comments that Dangdang has been in transition, the original commitment to the development of large department stores, but the Department of general merchandise extended a lot, and finally did not bring profit contribution, follow-up its search for Focus, the book, clothing, shoes and hats and mother and child as the main three categories is smart. After the transformation of good performance, now clothing has become the second largest category outside the book.

Overweight clothing management to seek new growth point of consumption, understandable, but when the implementation of fashion challenges is not small, whether the formation of core competitiveness is the crux of the problem. When the transition has been three years, such as

Today, pull when the main or discount clothing sales, is bound to face the days of the cat and the only product will be suppressed, and Dangdang and to the clearance of the main, how to distinguish between the cat only products, how to according to the characteristics of its book user groups to excavate clothing

Positioning is the key to survival.

Fashion layout: The next battlefield of the electric dealer?

Electric dealers take the fashion line, on the one hand can quickly grasp the hearts of young shoppers, on the other hand is the urgent need to upgrade the brand. How to use fashion and other means, deep digging user buying habits will become the main theme of the future.

According to the forecast, the fashion will also be in the electric quotient "double 11" war to embody. Alibaba on the "double 11" has five years of experience in preparing for the fashion brand, so that the industry is expected this year cat "double 11" will pay more attention to some market influence brand. Jing Dong The introduction of the autumn and winter fashion show, but also intended in the "double 11" at the occasion of the clothing market a cup of soup.