BEIJING, June 10, 2014 /PRNewswire/ -- Last year Dangdang made a breakthrough in the fashion and apparel categories. In 2014, it will continue to emphasize the concept of "on sale" as a major selling point of differentiated competition with other marketplace businesses.
Dangdang's "flash sales channel of new goods" was officially on-line on June 8, 2014, featuring new goods promotions in the mode of flash sales, which is ahead of other e-commerce corporations in China.
According to a manager in Dangdang's fashion business unit, Dangdang's "flash sales channel of new goods" is different from traditional flash sales because it only sells "seasonal new goods". This channel keeps pace with offline stores; goods arrived more than 7 days prior cannot be considered as "new goods". Besides, offline stores only offer discounts of 10%-20% for new goods whereas Dangdang's "flash sales of fashion" will offer 30%-50% discounts.
Dangdang's fashion business manager unit said, "This channel launches new goods with price discounts at 9:00 am every day, and after 24 hours, those discounted prices will go up to their original prices. Dangdang will pay back double the balance to customers if the price of the same goods in the same brand is higher than any other market within the fixed 24 hours."
In China's e-commerce landscape, the current on-line flash sales of fashion and apparel generally offers 60%-80% discounts for inventory and lasts for 3-7 days in order to digest the widespread "inventory" pressure of the apparel industry and enable suppliers to recoup funds quickly. Dangdang's "flash sales channel of new goods" opens up new space for the apparel industry and helps suppliers to promote new goods at "Seckill" speed to achieve a win-win through this efficient transformation.
The presence of Dangdang's "flash sales of fashion" reflects Dangdang's strong competence on the supply chain of the apparel industry. It is the deep collaboration between Dangdang and more than 3,000 mainstream brands that allows for astonishing discount supports to be given to Dangdang.
The apparel market has become the most delicious cake for China's e-commerce industry. Benefiting from the positive layout of the apparel market, Fashion and apparel has replaced books to become Dangdang's most important categories which promote the company's high growth in a sustained way.
SOURCE E-commerce China Dangdang Inc.
