When playing fashion ambiguous scholar can invade clothing?

(from the media public number: Laohushuokeji or old nonsense technology)

Guoqing made a selling book of the electric business platform-Dangdang, but this is not the end, now he began to play in the sexy fashion area of the ambiguous, to bring books into the clothing.

Just yesterday, Dangdang winter clothing fashion finale show officially in Beijing, the location of the original fashion in China, "Huangpu Military Academy"-Beijing Institute of Clothing. As the head of the guoqing also on the Dangdang winter clothing T Taiwan, personally walked the field "model step." For this reason, he also slept for 11 hours a night before the clothing exhibition to recharge his batteries. These show, when the attention to this fashionable feast.

In fact, since August this year, Guoqing has been on the microblog many times for the autumn fashion show.

In the internal mail to the company, Guoqing wrote: "To do clothing" towards "fashion", you must inject "fashion" genes! Not only to see fashion, understand fashion, but also wear fashion, play fashion!

"Forget yesterday, love today, embrace tomorrow!" Yesterday everything has become history, leaving only experience and lessons! Today all means the future, holding the work and opportunity! Everything tomorrow means hope and expectation is success and reward! "A rather sensational and passionate words, coupled with the actual action of this, Guoqing can successfully infiltrate into the field of fashion?" From an uncle selling books to the transformation to do fashion tatsu people, when the sustenance of guoqing what kind of ambition and plot?

1. Transformation of real ambition

Dangdang in yesterday's winter fashion show T stage, nature is handsome beautiful model fashion shows, fashionable, bright color, highlighting the taste, detonated fashion trends. Here, as an observer in the field of science and technology, there is no need to repeat. The resulting electric quotient and fashion of the cross-border trend and when the platform transition stage is the industry's concern.

As early as last September, Dangdang on the theme of "bounded" in Beijing 798 held a autumn and winter clothing conference, took the lead in the electric business and fashion Cross-border Road. Now this is its second appearance in the field of clothing.

Let us from the electric business industry level to see yesterday, "when autumn and winter clothing fashion finale show" On the disclosure of several major core information points:

First, announced targets, launched the "T-Taiwan Acceleration" program, to 600 billion of the clothing market to win 60 billion of the share. The goal is important, is kapitalmakes, only set clear target direction, can be targeted, translated into practical and effective action.

Second, invest 100 million yuan to create original design support platform, the introduction of designer clothing, support excellent designer net, open the designer channel or prefecture, and explore the public, C2B and other innovative models. This is the use of external forces, designers profit, home also benefit.

Third, will push its own clothing brand, and further expand the fashion editing team and buying team, the formation of visual experience and user Experience team, and on the September 15 online shop, the first batch including Zara, GAP, Uniqlo and other brand new, 10 percent sales; in late September, the mobile phone client launched Chic now/ Go fashion shopping channel, when accent and iwant topic shopping community, etc. "Wireless fashion sambo."

It can be said, whether it is a partner or designer, and even the investment of human resources, when it is a big deal, it is evident when the transformation to do fashion electricity business determination. Now this "introverted selling uncle" not only outward up, but also began to create a new personal image, and to transform, change the brand positioning, through the high popularity of the clothing display for the transformation of the tone, for the brand endorsement, nature is an excellent means.

More importantly, the costume show is not an isolated event. Overall linkage, will also be when the "Plot fashion field, make women's money" ambitions exposed.

From the 2012, Dangdang took the "platform" and "department store" transformation strategy, from the library to transform into a comprehensive electricity business, which clothing has become a book category business core.

Last May 7, when the online flash sales channel when the tail goods, the main push-tail goods flash purchase mode. Early June this year, when the launch of new products, new clothing also added to the flash mode. When the handset client also starts to revision, strengthens the clothing flash buys the business.

A series of moves behind the scenes are real ambitions.

On the one hand, when this can broaden its own book business moat. In the face of the book market saturation, the transformation of larger plates of clothing is when the homeopathy. When the book Radiation product category and product positioning is limited, can not be unlimited extension, so the logistics and operating system in the background of the unit cost can not be unlimited reduction. Into the field of fashion, the problem is resolved.

On the other hand, can play a new well in the field of apparel, can tell investors a new sexy story, increase the company's overall market value. Fashion clothing is with 3C, household appliances with the big field, and can quickly grasp the hearts of young shoppers, when how can discard this piece of fat. Once successful nuggets, its income and profit is originally the book field several times, dozens of times times, even hundredfold.

2. Where are the cards?

Dangdang vice President Deng said that in the future years Dangdang will and offline clothing market share the world. Shouting a few slogans is easier, really is how to come to the ground. Where are the emboldened and the cards?

In reality, in addition to when, the day cat and Jing dong See fashion clothing This potential big business opportunity. The cat played the slogan "Chantian Cat, bought", Jing Dong played "Still Jing Dong" slogan, even Amazon also founded Fashion Museum. Similar to when in the form of fashion dress press conference, this August, Jingdong also took this form, and the overall strength of rivals are Harvoson.

These are all right when the Nuggets fashion clothing form a certain pressure. However, all things are man-made, as long as the direction of the right point of entry, there is a 50% chance of success. And what we do not see, is precisely when the 60 billion "lofty goal" of the cards:

First, in the Internet traffic and user access, the old when there is an advantage. By August of this year's data, when active users 21 million, poly excellent products active users 10.5 million, only the product will be 9.4 million.

Second, and Jingdong compared when in the field of fashion clothing early to take a step, a preliminary taste of some sweetness, but also accumulated some experience, not into the big pits.

To look at a group of data, the first quarter of this year, when the overall GMV (total turnover) growth rate of 54%, of which the platform apparel category GMV reached 550 million, the growth rate of 116%, and apparel growth has been 6 consecutive quarters over the book.

Third, to avoid the day cat, the only product will be the main battlefield, differentiation strategy to promote.

An enterprise ultimately chooses to enter a new battlefield, it is important to first analyze the environment and the opponent's strategy and design the right strategy, and then implement to implementation.

For example, its users are mainly concentrated in the 234-line market, when the current 60% of the customer focus on a first-tier city, to a line of cities into, to facilitate a hole, this for the market positioning of the difference.

In supply chain operators, the cat as a platform does not buy clothing brand merchants, just to the number of merchants as the advantage, but also to take the display of advertising-type mode, it is difficult to let the brand continued exposure, profit meager; when it is taken direct and brand business cooperation is a supply cooperation, can give more benefits to the merchant. Also, when lowering the threshold for entering its clothing platform. The same category of items will be deducted points as high as laminatiion, when the buckle point in the 6-10%. For commodity pricing, when the table than the only product will be 10% lower.

However, clothing products are typical non-standard products, do apparel market, but also in the procurement of the eye bead, in the accounting period, supply, buy hands, logistics, marketing, operations management, the whole chain of painstaking effort to accumulate. In the future, when you want to really borrow the clothing market, and from the only product will, the cat and other mouths to take food, still need to go a long way.

At present, when the transformation of the fashion of the electric business has been halfway, before the Tigers have their pursuers, not underestimate the enemy, can not be successful and said not good. And when the Nuggets fashion March key, is really capture the user ", and see his later specific how to operate and differentiated operation.

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The author of this article is Lao Hu, reproduced please be sure to indicate the author and from the media (from the media public number: Laohushuokeji or old nonsense technology). can also scan the following two dimensional code attention, your attention and sharing is my greatest motivation.