The analysis says that the electricity merchant manages own brand commodity the profit space is bigger

Yangcheng Evening News yesterday, Dangdang own clothing brand Dangdang baby low-key online.

Contact Dangdang previously released in the fourth quarter of 2011 and the full year earnings results, the move is interpreted as when the desire to expand their own brand through the development of profit space.

In the stage of temptation

Yesterday, the Yangcheng Evening News reporter in Dangdang many search, only to find its latest online brand Dangdang baby products. It is reported that it will launch its own brand clothing, involving underwear, shirts, jackets, windbreaker and other different kinds.

Why is the new product line so low-key, on the home page and the relevant child products on the baby's product pages can hardly see any promotional information? In this regard, Dangdang has no explanation.

But some insiders believe that Dangdang for the new line of its own brand products so low-key, probably because it is still in the trial stage, and the product is not much.

Some media pointed out that, in fact, Dangdang CEO Guoqing (Micro-BO) has publicly said that Dangdang will begin to develop apparel, home textiles and household-type brand-name products, the type will reach three thousand or four thousand kinds of specifications. Currently Dangdang another own brand "when excellent product" home textile products have also been online sales.

Net loss of 200 million yuan last year

Dangdang from the E-commerce platform to the launch of its own brand merchandise, what is behind the motivation? Some analysts believe that operating private-label products in the profit margin is relatively larger.

Earlier, Dangdang announced the 2011 fiscal year quarter and the full year earnings, showing its net loss last year more than 200 million yuan. Although CEO Guoqing explained that the reason for the loss is "department store sales up three times times, its price is lower than supermarkets and shopping malls," but the pressure of Dangdang can also imagine.

However, there are also insiders put forward, Dangdang as an open E-commerce platform, if at the same time also operating private-label products, it is necessary to consider how to handle the relationship with the introduction of business, otherwise it may be caused by conflicting products between the contradictions.