The electric dealer began to try to throw away Harting's hat

Absrtact: The electric trader starts to try to discard Harting's hat gradually, take the clothing and so on the breakdown category as the foundation has begun to enter the fashion electric business domain. At the same time, many clothing brands also began to shift the focus to the electricity business. Last weekend, Jingdong Mall announced a massive march

Electrical dealers began to gradually try to throw away the Harting hat, to clothing and other categories as a basis for the start into the "Fashion electric business" field. At the same time, many clothing brands also began to shift the focus to the electricity business.

Last weekend, Jingdong Mall announced a big foray into the apparel category, the new Amazon President Gedau announced a new plan to expand the category, including clothing category.

Jingdong Mall CEO Haoyu said that as of June 2014, Jing Dong Clothing city has a total of more than 20,000 selected brands and businesses, well-known apparel brand flagship stores accounted for more than 60%, this year's apparel category sales growth of more than 100%.

Gedau is the third president of Amazon China, Gedau has proposed 5 new projects, including the International Boutique Hall, which will introduce international market products, the Elleshop Museum for the fashionable people, the exclusive custom products zone for the cooperation with the world, the Smart Digital Pavilion and other 5 exclusive pavilions to expand the specialty and category of the products.

Analysys Analyst Sing that Jingdong Mall has been the main 3C category, its sales accounted for about 60%, but 3C category price is more transparent, low margin, Jingdong mall loss and excessive reliance on 3C category has a certain relationship, Jingdong Mall to expand the clothing category is an inevitable trend. In addition, the clothing category as the second largest seller of the category, a wide range of goods, clothing of its own seasonality and the consumption of clothing more than 3C category, these factors lead to clothing into military battleground.

Judging from the second quarter results of major electric power companies, in the electric business enterprise gross profit margin is the highest is the cosmetics, followed by the clothing, again is the book, finally is 3C, gathers the United States, only the goods will, when, the Beijing East Gross profit margin respectively is 46%, 25%, 18%, 11%, basically reflects the respective category difference.

However, the current Taobao cat occupies the majority of the market share of clothing, Jingdong Mall This strong into the online apparel market, will rely on their own market position differentiated positioning. And the cat, the only product will be different models, Jingdong will pay more attention to brand and product quality, take the fine route, the target market positioning should be the middle end consumers.