Electricity Supplier Own Brand Clothing Become Chicken Ribs

< p > < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > brand is preparing for the autumn and winter sales. Shop No. 1 owns its own clothing brand BESTLUCK but still sells T-shirts.

Last month, Dangdang formally confirmed that its own brand Dangdang superior products had been cut.

At the same time, Jingdong mall has launched rumors of its own "a target=" _blank "href=" //www.sjfzxm.com/ > brand clothing "/a".

In the industry view, clothing as a category expansion is often different from the main business of the electricity supplier, and after the short-term performance is not up to expectations, the risk of being marginalized or directly cut off is also the biggest.

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< p > < strong > profit drives cross boundary < /strong > /p >

When p 1 shop launched its own clothing brand BESTLUCK in May this year, it said that its own brand is a good category for enterprises, including lower cost and more controllable production to sale process.

And clothing is the largest online trading volume and the number of pactions, shop No. 1 will enter the field of private brand through clothing.

For the profit of its own brand clothing, Dangdang CEO Li Guoqing once said in an interview, "the gross profit margin of clothing is 60%, much higher than that of books."

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< p > Mao Ajing, an analyst at Analysys International, believes that whether it is online or offline, it is because we want to raise our gross margin, grasp the pricing power and enhance the control of the supply chain.

Up to now, Dangdang and No. 1 stores have already set foot in their own brand clothes. In addition, Jingdong mall said that its own brand clothing has been preparing.

Beijing Business Daily reporter learned from outdoor practitioners, Jingdong mall has launched outdoor backpacks and other clothing peripheral products.

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< p > Li Guoqing said in an interview, "we now launch private brand clothing too early", but there are many others on the road of e-commerce brand clothing.

Fifth Avenue luxury network has also launched its own women's clothing brand S&S.

Unlike before, S&S has also been stationed in other B2C platforms in addition to selling on Fifth Avenue and its own independent websites.

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< p > < strong > brand recognition is doubtful < /strong > < /p >.

< p > for the current launch of e-commerce brand clothing, Mao Ajing said that the electricity supplier has mastered a large number of consumer data, and more convenient to grasp the preferences of consumers, but the cultivation of brand takes time to accumulate.

"At present, in the field of clothing, the low-end market can still be because the brand recognition is not high and the price performance is high, so it is more difficult to do high-end."

In Mao Ajing's view, considering the online shopping crowd, the price of 300 yuan has already belonged to high-end products.

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< p > Beijing Commercial Daily reporter saw from the website of shop No. 1 that BESTLUCK brand products include T-shirts, stockings, underwear, and the latest on-line four scarves.

The T-shirt is 49 yuan, and the POLO is around 130 yuan.

Some consumers reflected that during the celebration of shop No. 1, the BESTLUCK brand T-shirt has even become an activity giveaway.

Dangdang products T-shirts and shirts are dozens of yuan, the most expensive is the down jacket, which is 199 yuan.

From Li Guoqing's point of view, from the rule of the retail industry, the clothing category is only suitable for its own brand when its sales amount reaches 10 billion yuan, because at this time there is enough user support to make the high profit of its own brand produce value.

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< p > in the industry view, the profitability of its own brand is still supported by quantity, and brand recognition is not yet available at this stage.

Moreover, before the formation of brand, the price sensitivity of consumers is very high.

< a href= "//www.sjfzxm.com/news/index_s.asp" > electricity supplier < /a > must continue to provide "high quality and low price" to cultivate consumer's brand dependence and loyalty.

Even in the domestic electricity supplier clothing market to occupy a certain share of all customers, is still taking the low price route.

Those people said that the long-term low price would make it difficult for the electricity supplier to find profits.

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< p > < strong > category expansion around the main business < /strong > /p >

Less than P, Dangdang, a restaurant with the characteristics of food and drink, and a Jingdong mall based on 3C digital, have tried or tried to try their own brand clothing. The book is "P".

Fifth Avenue luxury goods network CEO Sun Yafei believes that customers and data are not enough for the electricity supplier. The field of clothing needs the professionalism of the team and the market demand.

In Sun Yafei's view, the main business of the main supplier of electric clothing that is now launching its own clothing brand is not clothing. Clothing is only part of its category expansion. In the overall framework, the existence of a department will be cut off because of short term performance requirements.

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< p > Mao Ajing thinks that clothing is now the short board of a href= "//www.sjfzxm.com/news/index_c.asp" > B2C < /a > from the perspective of category, hoping to make up for the short board by expanding the category. In addition, the electricity suppliers have a mentality, that is, try every possible opportunity, and their own brands have a profit attraction.

Judging from all the categories of private brand launched by electric providers, Mao Ajing thinks that 3C and other mobile products have developed well, and these are mostly some attempts to focus on the main business of the electricity supplier itself.

Jingdong has launched its own brand products including 3C and 3C peripherals. Taking the "dostyle" brand as an example, the product category of dostyle has expanded from the initial keyboard mouse and speaker product line to nearly 70 kinds of 3C accessories, such as mobile power supply, headset headphones, wire and so on.

At present, nearly 400 thousand users are buying.

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