Dangdang "Dress Up" Towards "Fashion"

< p > Tmall launched the "Shang Tmall, bought it", and constantly to the upcoming "new fashion" project momentum; Jingdong followed closely, in addition to no change to slogan, the rest are the same; vip.com is constantly getting rid of the "inventory clearing experts" title, began to expand the whole category, at the same time, aiming at fashion new products.

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Although P has different tactics in fashion, they have chosen to break through in the field of costume and clothing without exception.

So what kind of medicine do you sell in every bottle of gourd? < /p >

The internal mail of < p > Li Guoqing is basically directed at the clothing department.

It can be imagined that in the eyes of Li Guoqing, fashion is the understanding and exploration of clothing.

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< p > since June last year, when the costumes were on sale, the investment of Dangdang has increased significantly.

In this year's Q1 earnings report, the marketing expenses for the quarter were 66 million 900 thousand yuan, accounting for 3.9% of the total net revenue, and 3.2% in the 2013 fiscal year.

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< p > for this, Dangdang's interpretation is, "the proportion of marketing expenses in total net revenues increased year-on-year, because of the increase in investment in marketing projects, in order to enhance Dangdang's popularity in the field of clothing."

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< p > June this year, < a href= "http://? Www.sjfzxm.com/news/index_c.asp" > Dangdang < /a > online, the line of "new flash shopping" has begun to take the route of new product sale.

Li Guoqing's train of thought is very simple. "New product sale + tail cargo clearance" is the most consumer demand for online shopping.

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< p > however, from the current new product < a href= "http:// www.sjfzxm.com/news/index_c.asp" > flash purchase < /a > page, the new products are mostly concentrated in the unknown brands in the country, and the brand names do not attract users' genuine demand for brand new products.

More importantly, SKU is the most vertical category, while Dangdang's SKU is relatively scarce.

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< p > although Li Guoqing is inside a href= "http:// www.sjfzxm.com/news/index_c.asp" > mail < /a >, the biggest enemy is not Tmall, nor vip.com, but herself.

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< p > this is actually a correct nonsense.

Dangdang should make clothes and break through itself. It is inevitable that Dangdang can not avoid the two biggest competitors in the clothing market.

For example, what are the new starting products for businesses? Are Tmall, vip.com or Dangdang, which are more popular in traffic and fame? < /p >

< p > choice is truth.

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