When a self-built brand locks young and middle-aged high-end consumers

As the leading domestic business online mall, Dangdang has maintained a high spirit of innovation, and constantly bring new surprises to the user, to bring certain vitality to the industry. Recently, when the official external release of its own brand as a good product. When the excellent products will involve men's, women's, underwear and household items, positioning in high-end Internet quality life brand, the target consumer in the 20-50-year-old between middle-aged and young, to basic or classic paragraph play.

Three-layer quality inspection

According to the introduction, each paragraph when the excellent products will be three layers of quality testing. The first layer, material materials will be the authority of the National Quality inspection departments to carry out qualitative, whether there are harmful health testing; The second layer, the factory shipped after packaging, when the excellent products will send their own inspectors to carry out the first round of testing, mainly in the commercial sewing technology; When the goods are stored, when the excellent products will be a round of all aspects of commodity testing. According to the introduction, traditional clothing home textiles for two rounds of inspection testing.

At present, when the excellent product has been discussed, including Edimonto, Vosges, flying Lions, Qingdao Snow Tatsu, Shantou Jin Pang, Guangzhou Hualin and other factories, these processing plants at the same time for nine king, Kinleyley, GUESS, Tommy and other high-end brand OEM products.

Self-built design team

Dangdang Director of the company's own brand Jiangqiang said: "The basic design and classic paragraph, also does not mean that when the excellent product will not pay attention to design, the more simple classic design more test designers for the control of goods, when the excellent product will have its own design team." ”

Dangdang disclosed that when the excellent products since the end of May, the price of 59 yuan pure cotton bead mesh short sleeve polo shirt daily maximum sales of 1000 pieces, classic section of the fabric with massage bottom flip-flops daily sales more than 500, the same type of market price in 300 yuan, And in when the excellent goods sold only 139 yuan 200T cotton twill double increase the sheet, 3 days to sell more than 200 sets.

Own brands can control the cost of goods, the adoption of the choice of procurement channels, in the quality of goods and large brands are no different, the price is more than 50 percent of large brands. It is reported that the shopping platform's own brand is not a fresh product, foreign large-scale shopping ultra will launch its own brand, such as the UK's largest Tesco le buy its own brand accounted for the total sales of 20%, the domestic Watson's own brand can also account for the total sales of 20%, Wal-Mart, Carrefour, etc. have their own brand.