When the fashion show: a publicity of the fashionable Yang conspiracy

Last week, Dangdang held a grand autumn and winter clothing new conference, invited many star models to the show, and in the event site and the Chinese Fashion Designers Association signed a strategic cooperation agreement. In the east, it seems that this is not only a publicity of the fashion show, but also will be a complete transformation of the fashion electric dealers "Yang seek" again revealed.

60 billion: Overall transformation of the fashion electric business ambition

In September last year, Dangdang also held a clothing conference, when Guoqing said to be in the 2013 clothing market to win 10 billion of the turnover, and this year Dangdang further, directly proposed to win 60 billion of the turnover target, and the entire clothing market size of 600 billion or so.

Dangdang has such "ambition", from the previous growth of its platform clothing market. According to public data shows that 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%; in the 2nd quarter of 2014, when the total net revenue was 1.9608 billion yuan, the year-on-year growth of 31.3%, net profit of 28.8 million yuan Achieve 3 consecutive quarterly profit. Most importantly, apparel category trading has exceeded the total platform turnover of 50%, the growth rate has been 6 consecutive quarters than books and other department stores, the fastest growing category.

In fact, Dangdang from the end of 2012, after the transformation of clothing electric dealers, has become very pragmatic, especially the current business industry, Taobao, Cat, Beijing-east and other platforms have established its advantages on the platform, the vertical power and the advantages of the category has become Dangdang's top priority and the most important. From a more realistic point of view, Dangdang now to big platform and Taobao and Beijing-East competition is obviously not an advantage, and a single point to focus on the advantages of resources to pry the rapid growth of the fashion apparel market more play.

100 million: Dangdang to create industry barriers?

On the other hand, the fashion show, Dangdang also announced with the Chinese Fashion Designers Association signed a strategic cooperation agreement, according to the agreement, the next year the two sides will invest 100 million of dollars to establish excellent designers of the electric business support platform. And this can be understood as Dangdang to create industry barriers to sacrifice the killer.

In fact, the current in the apparel market, the competition is also very fierce, not only like the only product will be such a fashion selling giants, but also a lot of Amoy brand also won a lot of market share. Dangdang Although from the end of 2012 the transformation of fashion clothing electric dealers have been downwind, the performance is quite bright, but there was no special advantage to ensure that the gap with peers.

And the Dangdang spend 100 million yuan to support the domestic outstanding designers, its purpose is very obvious, is to match the domestic excellent designers, and through cooperation with the designer to establish an independent clothing brand, the establishment of its apparel industry in the domestic fashion leading brand image. At the same time, this can make Dangdang in the intangible, with the most powerful fashion apparel industry Advisory Team, this can also ensure that in Dangdang in the grasp of fashion trends and other clothing manufacturers to open the gap.

Fashion Show: Dangdang brand Transformation watershed

On the other hand, from the activities of the external publicity, we can see for the autumn and winter new product launch, Dangdang very much attention. Dangdang not only put a lot of money, invited many models live show, but also to many of the Iraq can static, called the Beast Ishan and other fashion Entertainment circle Star sent invitations and frequent interaction, momentum is very vast.

According to the east building, when such a huge fashion show, which is not only the embodiment of business transformation, more can be seen as the largest after the listing of brand transformation and upgrade. As we all know, Dangdang from the book Electricity market began to start, and then expanded to clothing, home, food, mobile phone digital more than 10 categories, but for many netizens, in their minds, Dangdang is still the preferred site to buy books, but for other categories are not too much loyalty. This is also with Dangdang in the book market in the past the absolute leading position inseparable, but also because of this, Dangdang's brand image in the past has been linked with the library of electricity.

However, today, Dangdang has launched a large-scale transformation in the business and brand two levels, and so far the effect of transformation is not bad, and clothing in the future is likely to become the most relied on the trump card, and in accordance with the current trend of development, It is only a matter of time before clothing replaces books and becomes Dangdang's most critical business.

Therefore, from this level, Dangdang for two consecutive years to hold a large-scale autumn clothing conference, and investment 100 million to do excellent designers to support the platform, all of this has been dangdang from the business to the brand, the desire to transform into a comprehensive fashion of the electric power of the "Yang" has been revealed no doubt.