No. 1th store own clothing brand Bestluck or will face adjustment

Absrtact: Recently, some media reports said, shop 1th own clothing brand Bestluck or will face adjustment. In addition to underwear and stockings, bestluck All categories are in stock, especially in the season of T-shirts. Individual style because of hot and in the broken goods are normal

Recently, there are media reports that the number 1th store own clothing brand Bestluck or will face adjustment.

"In addition to underwear and stockings, bestluck All categories are in stock, especially in the season of T-shirts." ”

"Individual style because of hot and in the case of a broken goods is normal, but the seasonal clothing most of the style is in the state of the broken goods show the 1th shop own clothing brand development is not smooth, the adjustment stage." "said Xiang, a light industry researcher at CIC.

No. 1th Shop suffers from a large area shortage

"China Business newspaper," the reporter login to the 1th store search Bestluck brand found that the women's T-shirt page, for example, about half of the products show out of stock status.

In this case, 1th store PR manager Mao Shaoqing told reporters: "At present the brand's clothing is still in sale, some products are out of stock is normal, but because they are not responsible for the operation of the brand, but also need to know more about the situation." The head of the project is not currently in the country. ”

In the electric business analyst Li Chengdong, the shortage may have three kinds of reasons: first, the product sells too good, in short supply; second, this is not the key business, not ready to continue to do; the third is the problem of inventory, such as goods in Shanghai, but not sent to Guangzhou, then Guangzhou is not available

Bin, an Internet analyst, said the main reason for the shortage was that sales did not meet expectations, so the whole project stalled. Compared with Taobao, shop 1th T-shirts are not competitive. According to bin revealed that a friend from the 1th shop left out of his friends had to sigh, Bestluck brand at the beginning also vivid, more do the more silently.

As we all know, to the Internet business Super started 1th shop in the early development of food and beverage category to open up the city often nearly two years, shop 1th increase in clothing, electrical appliances, beauty makeup and other categories of investment and expansion, want to emphasize their own comprehensive platform positioning. Since May 2013, 1th stores on the line its own clothing brand Bestluck, mainly provide underwear, t-shirts and other basic clothing.

"No. 1th shop through clothing into its own brand field, because the clothing is a very high degree of e-commerce category, clothing is the entire online turnover and transaction number of the largest category, clothing itself belongs to the long radius category, more suitable for online shopping." More importantly, we have fully investigated the product requirements of shop 1th users, the results show that customers are very interested in shop 1th to buy a rich clothing category. We hope to be able to cut through our own clothing brands, expand our market share in the apparel sector. "The head of Bestluck, Mang, senior commodity director of Shop No. 1th, said.

It is understood that as an important complement to the future business development, Bestluck brand clothing is a third-party factory OEM, but the design is by the number 1th store and design company to complete. In accordance with its plan at that time, the initial launch involved 500 SKUs (inventory units). and its apparel own brand team independent of the 1th store's consumer electronics, food and beverage, department store three major plates, directly to the 1th Shop CEO report performance, and more than the person in charge is from van to dig the corner from the goods.

However, after a year, Bestluck category has always been wandering in situ, such as underwear, T-shirts and so on, shop 1th during the celebration, the Bestluck brand's t-shirt even become a gift of activity.

At present, the Bestluck brand has also lost its independence, the team also merged into the popular department stores, the move by the industry to read the number 1th store on the bestluck attention to the decline. However, Mao Shaoqing said the company should not reduce its emphasis on the Bestluck brand.