Guoqing: When plotting to overtake clothing to replace 3C the largest market segment

September 11, 2014 Dangdang Clothing autumn and winter new conference held in Beijing grandly. Dangdang broken "Boundaries", released the latest "T-Station acceleration" plan, through the leading line again to send two or three lines of power market, when the clothing or to achieve "cornering overtaking", in the wave of the electric trader fashion ushered in a new round of explosive growth.

Fashion big "potential" birth "T-Taiwan plan"

The development of electronic commerce accelerates the popularization of the net purchase clothing, the clothing has replaced the 3C to become the biggest electric business market segment, the scale exceeds 600 billion yuan. 2012 Dangdang established clothing as the company's target category, invested heavily to establish a platform and team, that year sales of 500 million yuan, a year later reached 2.7 billion yuan.

According to the relevant third party analysis data shows that in recent years, female consumers of clothing styles of concern is gradually rising, the proportion of the brand's concern is gradually declining, brand loyalty is getting lower, and personalized demand is increasingly prominent, male consumers in the purchase of clothing when the proportion of the concern has increased. Only by grasping their psychological changes can we take the initiative in the electric Business fashion war.

"So we have to go with the flow, and driven by power, through the two or three-line market, wireless service, fashion buying team, when the rapid development of apparel business will be unstoppable." "Dangdang vice President Deng said.

It is understood that when the clothing "T-platform Acceleration Plan" is the core content: the expansion of the fashion editorial team and the buying team, with the Fashion Designers Association to establish deep cooperation, innovative wireless fashion shopping experience, a first-line development of two or three lines, for the high growth of the clothing business inject new impetus, the goal is in the 600 billion apparel market to take 60 billion.

Since the beginning of the August guoqing in the company to send an e-mail emphasis to change the "fashion", just one months, Dangdang has such a large force of action, it shows the determination and confidence in the layout of fashion. When clothing borrow power fashion to achieve two times the ambition of Take-off, revealing.

T thinking: cross-linked depth to do fashion

In the way of the evolution of the fashion Electric Company, the main electric business enterprise's mentality and advantage are different, formed three different paths: the cat intention and the fashion media to create a fashion eco-circle, for the platform to provide fashion solutions to businesses; Beijing East vigorously develop apparel business, go "3C" fashion line, is to make breakthroughs in the new category of clothing.

Dangdang as the world's leading integrated online shopping center, in the road to enter the fashion boldly abandoned the stall-type dumping tail goods and zhongguancun-style cohabitation of ideas, adhere to the unique "t thinking-horizontal joint depth" to do fashion, their perception of fashion into the business, "cross-linked" refers to the attraction of fashion brands , optimize platform business, and Apparel Designers Association, with the fashion talent, "depth" refers to the grasp of personalized consumer demand, the expansion of the fashion team, deep two or three-line city, innovative wireless fashion shopping experience, vertical depth to strengthen the fashion gene, thus building an integrated fashion industry chain, from fashion follower to fashion leader, Fashion creators evolve.

In the "cross-linked" aspect, recently when the clothing attracted Marmot (groundhog), JEEP, Saint Paul, Fog, Cardanton, Cardin, the United States, the southern cloth, Diana and other more than 10 fashion clothing brand settled, September 15, ZARA, GAP, Uniqlo, Leisure step, such as fast fashion brand will debut in Dangdang. Other internationally renowned designer brand Damir Doma, silents, Darkshadow, etc. will also be settled in.

Based on the keen judgment of fashion trends, Dangdang and the Chinese Fashion Designers Association signed a strategic cooperation agreement, the next year will be invested 100 million yuan to set up a good designer of the electrical business support platform, so that consumers can be customized to unique, the individuality of personalized fashion, to jointly build China's "fashion gem."

In the "depth" aspect, the conference stunning appearance of the fashion editorial team, is made up of more than 10 of people walking in the forefront of the fashion trend of professional tatsu. In addition to the fashion editorial team, when expanding the buying team, the visual experience and the user Experience team, they will serve as a fashion trend thermometer and guide to create a new fashion shopping environment and shopping experience for users.

T market: Leading the two or three-line rise

While other electric dealers in the two or three line of clothing online shopping market in the last few years, when clothing has quietly in the first-line occupy the first opportunity, with strict brand control and genuine low-cost, when fashion clothing in the north to a wide range of urban consumers to obtain special favor, the current 60% of the customer focus on the first-tier city, This is in stark contrast to other electric dealers.

What are the far-reaching strategic considerations when clothing is the opposite?

"We have entered the apparel market in the early stage, not overly concerned about the interests, but the strategic focus on the north of a broad line of cities, pay attention to the introduction of fashion big-name, strict audit, control product quality, and further development of the two or three-line city." Deng told reporters.

Electric business analyst points out that fashion, the trend is always from the international transmission, from the first line to the second line radiation, relative to the bottom-up "slow cow climb", through the first-tier city and then further down the two or three-tier city of the "Top-down" type of development thinking, like the object of "Free Fall", Once you are on track, you will inevitably get accelerated.

The first line when clothing is reaping the "freefall" of the fruit. In recent years, through the rapid development of clothing to achieve a two rise, to strengthen the fashion gene, model innovation, exerting two or three lines of city and wireless services, will undoubtedly help Dangdang realize the "corner overtaking", and again lead the other integrated electric business.

When clothing 2013 sales of 2.7 billion yuan, has been six consecutive quarterly growth rate of more than 100%. If this growth rate is calculated, next year will be possible to achieve 10 billion yuan sales target, the 60 billion yuan mark will be in sight.

It can be imagined that a bigger new strategy is brewing.