Dangdang Invested Heavily In Two Years To Develop Clothing E-Commerce Market

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< p > the world's < a href= "//www.sjfzxm.com/news/index_f.asp" > clothing shoes and hats < /a > net Xiaobian introduced to you that Dangdang invested 200 million dollars in two years to smash the clothing business market.

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< p > July 18th morning news, clothing category to Dangdang new business growth point, Dangdang network (12.14, -0.62, -4.86%) vice president Deng Yifei said in an interview today, Dangdang gave unprecedented investment in clothing category, two years in clothing category smashed 200 million dollars, half of these costs come from books, half from clothing.

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"P" Dangdang clothing began to attract attention, largely due to the "tail product" flash buying.

Last March, fans, Tmall, Jingdong (27.56, -1.55, -5.32%) and other electric providers launched flash purchase channels. Dangdang was also on line in May 7th with vip.com (192.9, -4.96, -2.51%) homophonic "tail collection" flash purchase.

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< p > data show that Dangdang clothing has increased by more than 100% in six consecutive quarters, becoming the fastest growing category.

From 2012, Dangdang clothing business started 560 million, to 2 billion 700 million in 2013, an increase of nearly 5 times.

No matter from the sales growth rate or the yield, they are far more than other platforms.

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< p > "we spent 200 million dollars in clothing category in two years, half of which came from books and half came from clothing."

Deng Yifei, vice president of Dangdang network, said.

Dangdang will open up the whole chain of clothing sales, and achieve the new product, season and tail goods sales service through the layout of "tail product flash purchase + new flash purchase +" a href= "//www.sjfzxm.com/news/index_s.asp" > clothing mall < /a >.

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< p > compared with 3C digital and food business categories, the clothing market has larger profit margins.

According to the related enterprise earnings data disclosure, 3C digital gross margin is only 3-5%, and gross profit margin of clothing is above 25%.

Tmall is currently the largest apparel e-commerce platform in China.

Vip.com, which started selling tail products, has been climbing steadily over the past two years.

Dangdang has also benefited from the active layout of the clothing market. Clothing has replaced books and become the target category of its high growth strategy.

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< p > clothing category success makes Dangdang full of confidence. Although some people criticised vip.com's gross margin of 24.9%, Dangdang's gross profit margin was only 18.2%, huge investment lowered the gross profit margin of Dangdang net, but Deng Dangfei, vice president of Dangdang, did not think so.

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< p > "if the < a href=" //www.sjfzxm.com/news/index_c.asp "> Dangdang" /a "net only books, gross margin will be as high as vip.com.

Clothing category is an important step in Dangdang's successful pformation of a comprehensive shopping mall, so it is totally worthwhile to invest in it.

Deng Yifei said.

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