Dangdang CEO Li Guoqing: Online Shopping Focuses On Improving The Quality Of "Legs"

Try on the dress on the spot. online shopping The new policy is undoubtedly another blockbuster launched by Dangdang in the middle of May when it launched the "door-to-door refund and refund" service.

Dangdang was no longer an online bookstore that only sold books. Instead, it grew into a dazzling shopping mall. Recently, many netizens will find one of their clothing stores when shopping online. Advertisement The words "try on the spot" are written. From Dangdang "clothing and footwear commodity signing standards" can be found in related instructions: "express delivery door-to-door orders, you can try on the spot, if not satisfied, can be returned on the spot. "But only Dangdang self clothing.

"Only try to rest assured that the rest assured that we can buy the rest assured. Dangdang The introduction of on-site trial service is to break the bottleneck of honesty and to further shorten the gap between online shopping and physical store shopping, so that online shopping clothing can also become visible style and texture. "Dangdang clothing department responsible person.

"Dangdang's active follow-up to such services can further promote the competition of e-commerce enterprises, and also give a big test to the quality of products and the level of logistics and distribution of e-commerce enterprises. Other e-commerce sites are not widely emulated, mainly due to logistics constraints, and self built logistics system will be more conducive to promoting trial wear. "Mo Daiqing analyzed.

And this Dangdang can be bold to play the "try on" brand, largely depends on Dangdang CEO Li Guoqing in early April this year, put forward the "stop Baidu search advertising, saving money into the delivery speed increase, door-to-door replacement speed and improve the packaging of goods," this major strategic change.

Under this strategic spanformation, Dangdang has launched another round of price reduction activities in two months, such as 35% off full capping of the whole book, 19 fold of 100 thousand books, 51% off ceiling, and 200 of daily necessities. Because of the form of joint promotion with well-known brand suppliers, such activities are also challenging the bottom line of the price. For example, 50ml Paris L'OREAL 8 effective men's energy refreshing dew sales promotion period only 75 yuan, and according to industry insiders, this product general dealer's purchase price must be around 85 yuan, 75 yuan of price sales is bound to lose money sales. In addition, the market price of 89 yuan Maybelline 9.2ml mascara and Maybelline 3G Eyeliner cream are sold to 58 yuan, and the purchase price of these two products should also be around 65 yuan.

Low price strategy bombing at the same time, Dangdang also carried out a series of leading industries in the service innovation, such as 13 cities to achieve the day orders, the day served, more than 40 cities to achieve the next day and so on. Li Guoqing has said that since last year, Dangdang has launched a "big business strategy", that is, increasing the concentration of logistics providers. First is to reduce the number of "legs" and improve the quality of "legs". At present, 50% of suppliers of Dangdang's logistics service providers only do Dangdang business, almost equivalent to self built logistics companies. Such close cooperation is also the bottom line for Dangdang's courage to launch "on-the-spot trial" service.