Dangdang Is Determined To Sell Clothes To The End.

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The Xiaobian of the net tells you that Dangdang is determined to sell clothes to the end.

In September 11th, a T show announced that Dangdang should carry out the pformation to the end. Clothing is the top priority of the future.

Dangdang's goal is to win 60 billion in the 600 billion clothing market. If this slogan is empty and cold, let's not talk about it first. Why don't we just talk about why the Dangdang is three times more expensive clothing category, and has always been "fashionable".

Selling clothes is better than selling clothes. Dangdang's clothing show.

Net and Ali were established in the same year, and now the Alibaba that is about to be listed has left the distance of Dangdang not only several blocks, but Li Guoqing, who has been working hard for decades in the book field, has already realized that even when he is the boss, selling books is no money.

Look at the rising stars who run past him. The Jingdong will not mention it. Even jumei.com and vip.com have thrown Dangdang behind him. Jingdong has started from 3C, jumei.com sells cosmetics and vip.com has made special sales, which is better than selling books.

What's more, when others grow up, they still want to copy the nest of Dangdang net, such as Jingdong. In 2010, they launched the book business. In 11 years, Liu Qiangdong cried out: the book audio and video business does not earn gross profit in three years, and does not earn net profit in five years.

Moreover, in the era of mobile Internet, the frequency of people buying books and reading is getting lower and lower. The single book category has been hard to maintain, and pformation is the only way to be forced.

Dangdang's pformation began in the second half of 2012. At that time, clothing was established as a new focus of business. Now, two years later, the pcript is not good enough.

Among them, clothing has increased by more than 100% in 6 consecutive quarters, sales surged from 500 million yuan in 2012 to 2 billion 700 million yuan in 2013, and clothing category has become the second largest category outside books.

According to the latest financial report, Dangdang's three party platform pactions in the two quarter of the apparel industry reached 1 billion 430 million yuan, an increase of 82% over the previous year, of which the growth rate of clothing category pactions was higher than that of the platform. The two quarter has already exceeded 50% of the total platform paction volume.

The most intuitive manifestation of these growth is that Dangdang has achieved 3 consecutive quarters of profit, of which two yuan net profit of 28 million 800 thousand yuan, compared with the same period last year net loss of 63 million 900 thousand yuan.

To maintain rapid growth and achieve profits, for any enterprise, such a road of pformation will persist without hesitation, let alone in the age of e-commerce.

It is foreseeable that Dangdang will continue to add "play" to clothing and even make clothing a new pronoun.

Everyone calls "fashion" and wants to be the leader of mass consumption.

In September of last year, Dangdang announced that it had become a "fashion business". Li Guoqing also sent e-mail to his staff, determined to make employees fashionable from their bones.

Since then, many home appliance manufacturers have followed up, and Tmall has launched a fashion strategy. By creating a three-dimensional marketing system for fashion media and establishing an eco fashion for business consumers, Jingdong has launched a new autumn and winter fashion conference, and has conducted in-depth cooperation with "fashion bazaar".

For a time, "fashion" has become the focus of publicity for every household appliance manufacturer.

The reason why we choose this direction is that we all want to be the leader of mass consumption.

In early August of this year, Dangdang announced in its official high profile that it should be the only comprehensive fashion dealer with cultural details in China.

In September 11th, Dangdang held 2014 new conference on Dangdang clothing, autumn and winter, announced the new "T station acceleration" plan: expand the fashion editor team and buyer team, establish a deep cooperation with the Fashion Designers Association, innovate the wireless fashion shopping experience, and expand the first line by two or three lines.

Among them, China has made strategic cooperation with the China Fashion Designers Association to create an original design support platform for China, so that excellent designers can sell clothes on Dangdang online, which is a real exploration of "fashion".

As for the effect, it remains to be tested by the masses of consumers.

From now on, Dangdang's clothing category is more focused on the "domestic first-line brand", even if it is like the "tail goods exchange" discount channel, it is also the main well-known brand, which is different from the three or four line brand on vip.com. It is taking the road of differential competition, and it can also properly and truly button up the "fashion" hat.

But they shouted at home.

"How to stand out from the crowd and fashion the brand in the eyes of the public is a problem that Dangdang has to rack its brains to think about. Maybe we can really say that we are selling books, and we want to be a fashion business with cultural details.