Why the mainstream electric Shangdou began to play "clothing" strategy

Electric business War of Smoke just past, originally thought can a little pause for a while. But with Taobao, Dangdang, Beijing-east and other e-commerce sites have launched a clothing war, the electric dealers recently carried out the fashion T-Taiwan show to the public power of the fashion transformation left enough to talk about. And this one of the most let people fall below the eyeball is originally to "book" for the main Dangdang, due to a "2014 Autumn and winter new conference" has become the electric business fashion transformation first show.

September 11, Dangdang in its 911 fashion show announced a new clothing plan, the most eye-catching is the expansion of the fashion editing team and buying team, and the Association of Fashion Designers to establish a deep cooperation, the creation of independent design support platform, innovative wireless fashion shopping experience, new push three wireless end fashion products. Clothing is when the core category of the open platform, in the past few years longitudinal deep supply chain, has built the industry's most complete trading chain, there are new sales and flash purchase, tail goods, the new open platform C2B independent designer brand, mobile end also introduced topics such as shopping such light products, customer experience to improve the period.

Apart from Dangdang, such as the days of cats, Jingdong, the only product will have to exert a fashion strategy, trying to get a cup of soup in the clothing market. By contrast, while Dangdang claims to have only 60 billion of the 600 billion market, its ambitions are evident in its horizontal, vertical development. In layman's terms, if Dangdang is compared to a three-dimensional "carton", then the fashionable strategy of Dangdang is about to spread out the carton flat, so that the user depth of contact with the internal level of the carton things.

Coincidentally, almost at the same time, where customer Prudential products also held a conference, after a 69-minute introduction to the story of a shirt, the industry's curiosity about the style, experience, production and inventory of the shirts was greatly lifted, "the shirts that run the points" and "the shirts low above the thousand dollars." Attached to this shirt, in addition to the "Millet strategy", there are years of dormancy and the return of the King ambition. Behind this series of electrical business actions, we can not help but exclaim "Why Electric Shangdou began to play the clothing strategy."

Clothing is the first major category of electric dealers

According to the data of China Apparel Association, the scale of China's apparel net-purchase transactions in 2013 amounted to 434.9 billion yuan, growing 42.8% from 2012, accounting for 23.1% of China's entire online shopping market and becoming one of the most important ways of Chinese apparel consumption. 2014 China's online shopping market continued to maintain relatively high growth rate, the 2014 China Apparel Network is expected to buy the overall size of the market will reach 615.3 billion yuan, 41.5% than 2013 growth, accounting for China's online shopping market size of 22.1%.

It is easy to see, clothing and apparel products are the first major category of online shopping, there is a huge development space and potential, with Dangdang once Hao speech, clothing market occupies 600 billion of the share, can be said that clothing is to guide the development of the entire E-commerce market to the pinnacle of the road. China's mainstream E-commerce site there is no reason not to give up clothing this big cake, which is why Dangdang to clothing a category of action, on many occasions to hold a fashion show.

Dabbling in clothing is a hotbed of electrical commodity expansion

Jing Dong once was mainly selling 3C, when it is mainly selling books, but now two of the site's services occupy a very important position, through the success of both the experience is not difficult to see E-commerce expansion category, clothing is the most easily bigger, easiest to do a successful field.

Similarly, if an E-commerce site fails to transform, can also restore the vitality through clothing, the most typical case is where the customer prudential products, the site to the shirt inside the start, expanded after the expansion of many areas outside the service, but eventually ended in failure, the recent vice President Xu Xiaohui left, the site again returned to clothing. There are also some e-commerce sites, the beginning of the transformation of services as a breakthrough, the second half of 2012, Dangdang established clothing as the new focus of business, sales in 2013 reached 2.7 billion yuan, become the second largest category outside the book. And we can expect that Dangdang's clothing in the next 3 years will certainly surpass the book become the first major category.

Three or four line city clothing electric dealer big have for

Industry insiders see, clothing dealers in the north and other urban consumers to obtain special favor, the current 60% of the customer focus on the first-tier cities, which with other electrical manufacturers to form a sharp market difference. But in the future, with the popularization of three or four-line city computers and the development of logistics, the service market of these regions will also develop.

At the same time, China's mainstream E-commerce site has been actively deployed fashion category Collocation, began to target the two or three-line market in high-end passenger groups, these cities will be the electrical business of the new growth and profit space. Because the people in the three or four-line city spend most of their money on cash, there is not much to choose from. This place's exerting force is actually easy, go out to be good. Relatively speaking, the penetration of three or four-tier cities is more difficult than a second line, and the three or four-tier city once the brand matures, stability will be very high.

Summary: The future online and offline combination of apparel electric business model or will appear some new entrepreneurial opportunities, Dangdang this also open platform interface, the introduction of personalized independent designer brand, and continued to move the end of the mobile, also confirmed the future direction of the apparel industry. In the future, hundreds of millions of or even tens of thousands of billion market enough to accommodate dangdang such a power trader to achieve another transformation.