Dangdang Net Enters The Clothing B2C&Nbsp; The Prospect Is Favored By The Industry.

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According to the survey, China's clothing and clothing market has huge profits and huge potential.

Last year, the sales revenue of China's textile and garment industry reached 12000 billion yuan, of which clothing and fashion products had become the largest online shopping category, with huge consumer groups.

In the next few years, the scale of trade in garment B2C will continue to grow rapidly. It is expected that the turnover will exceed 18 billion yuan by 2012.

Although the pattern of garment B2C industry is developing rapidly, there has not been any market monopolistic enterprise, so there is a situation of separation of male and female.

In addition, domestic garment enterprises are not deeply involved in the field of e-commerce, nor have they placed e-commerce in an important position.

Based on the above reasons, for the traditional Internet giant Dangdang, the biggest benefit to the clothing e-commerce field is brand promotion and channel integration.

In fact, Dangdang brewing has established a clothing department for a long time.

Last year, Dangdang has revealed that Dangdang may consider launching its own brand of clothing or shoes, but will only be involved in basic and classic products.

Sure enough, this year's spring, Dangdang announced that the focus of this year's work will be pferred to the retail business of the department store. The goal is to make the sales scale of cosmetics, household products and maternal and infant products, and strive to make the three target categories the first place in the online retail market share. The goal of the next year is to sell clothing, shoes and small numbers to the first place in the online retail market.

Unlike allowing a number of brands to sell the same commodity, Dangdang motto controls the number of merchants on the B2C platform. In Dangdang CEO Li Guoqing's words, "one category is good, one brand is good, so many companies are recruited". Not only that, Dangdang also calls for joint ventures.

Once upon a time, sales of books, audio-video and IT products were amazing, but in recent years, sales of products such as mother and baby, cosmetics and clothing were significantly faster.

Why is clothing e-commerce becoming "meat and potatoes"? This is determined by the characteristics of the garment industry.

As we all know, the apparel industry has high channel cost, high channel level and high gross profit rate. Through online retailing, the channel level can be reduced and the channel cost can be reduced.

However, the problems can not be ignored. For example, the clothing industry has the characteristics of multi brand, small batch, multi style and non standardized. Compared with the standardized audio-visual and IT products, the clothing industry has some disadvantages. Secondly, the price of offline and online products is difficult to balance, and if it can not "try on" and other limited factors, it will also lead to online shopping hard to attract users, because users are more willing to buy products after trying on the products in the physical store.

It is understood that Dangdang's strategic positioning in the retail sector is the large department store on the Internet, mainly in terms of establishing its own buyer team, distributing itself, relying on volume and brand to suppress prices, and so on, mainly selling hundreds of goods, but also doing its own brand business. In the joint venture, the third party brand dealers and distributors are sold through the open platform, so that the latter can sell hundreds of goods in Dangdang.

The same is true in clothing.

According to reports, as Dangdang department store retail area of the fourth main purpose categories, Dangdang will mainly sell hundreds of goods, through the operation mode of warehousing and joint venture to develop garment retail, in the distribution process, in addition to 13 big cities users can enjoy clothing category the next day, there will be more than 30 core cities users can enjoy the next day.

The reason why the third party brands choose to sell clothing on Dangdang platform is mainly because the fashion trends of clothing are changing very fast, and there are other factors such as season change, so that brand dealers can sell more professionally than Dangdang, and the risks are even smaller.

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Of course, Dangdang will also be self-employed in some classic and basic clothing, including the launch of its own brand.

In this way, Dangdang can ensure that after entering the field of clothing retailing, it will be more robust and faster.

Clothing and fashion products have grown rapidly and have become the first category of online shopping in China. About half of online shopping consumers have bought clothes online.

At the moment, the war on clothing e-commerce has just begun. With the admission of such an old B2C powerhouse, Dangdang believes that the apparel online shopping market will enter a more rapid development track in the future and become a real big market in a few years.