What is Dangdang premium?

On May 28th, Dangdang announced today that it will name its own brand as "Dangdang Premium", with low price positioning, covering home, home textiles and clothing.

"Dangdang Youpin" will be positioned as "Internet Quality Life Brand", and the words printed on the packaging bag are: This packaging bag can be used for clothes storage, and it is recommended to reuse it. Thank you for supporting environmental protection, which also implies that "Dangdang Excellent Products" will involve home, home textiles, clothing and other categories.

In terms of selling price, "Dangdang Premium" is positioned at a low price, which generally does not exceed 50% of the market price. Take a Dangdang anti-mite and anti-bacterial student cassia pillow as an example. The price of shopping malls is 70~80 yuan, and the price of "Dangdang Premium" is 49 yuan.

It is understood that "Dangdang excellent products" mainly adopt the way of direct processing in factories. At present, the factories entrusted for processing are: Edmonto, Vosges, Feishi, Qingdao Xueda, Shantou Golden Son, Guangzhou Hualin, etc. Clothing and home textile factories have worked for high-end brands such as Jiuwangmu and Goldlion.

Because of the low procurement cost, online private brands can flexibly control product styles and sales channels, and there are no upstream constraints, which also gives birth to successful free brand examples such as Vanke Eslite and PPG. Judging from the types of products launched by "Dangdang Premium", it also has a certain degree of intersection with Vanke Eslite.