Cut Off Its Own Brand And Strive To Build A Clothing Platform.

< p > 9, a "bound" theme Dangdang net autumn winter < a target= "_blank" href= "http://www.91se91.com/" > dress < /a > new product release show blooming, including ELLE, MO&CO, GXG and other more than 30 international and domestic well-known clothing brands 2013 autumn and winter new products, debut in many beautiful models.

Together with the appearance of a long absence of Dangdang network CEO Li Guoqing.

On the stage of the show, Li Guoqing could not restrain his excitement. He declared: "every season, Dangdang must engage in a high-end, atmospheric and show class!" in a dialogue with the Tianfu Morning Post reporter, Li Guoqing did not change his true nature. First, he ridiculed Jingdong mall CEO Liu Qiangdong, "this child is not sensible", and then shot the cat. "Dangdang clothing is higher than Tmall, and Dangdang is a high-end."

For future planning, Li Guoqing said frankly, when clothing sales reach 10 billion yuan, Dangdang will launch its own brand. At present, "do a target=" _blank "href=" http://www.91se91.com/ "> clothes < /a", or let the old lady.

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< p > cut off its own brand and strive to build a garment platform < /p >

< p > at the end of August, Dangdang announced the company's financial results for the two quarter. The continuation of the first quarter continued "counterattack", and the two quarter loss rate quickly narrowed to 4.3%.

Data show that the trading volume of the third party platform is still growing strongly, up 178% from the same period last year, reaching 788 million yuan, and the total paction volume of the general merchandise department was 1 billion 273 million yuan, up 86% over the same period last year.

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< p > "Dangdang clothing sales target is 3 billion yuan this year, next year 6 billion yuan, in the clothing field goal is the annual sales of 10 billion yuan, next year sales will exceed the books."

Li Guoqing asserted that although Dangdang's most profitable single product is still books, he has always been optimistic that clothing categories will do more.

"This year our third party platform trading grew by 178%, but the growth rate of our clothing department stores reached 85%."

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< p > the rapid growth of clothing sales did not make him expand.

"Last year, Dangdang launched its own brand Dangdang superior products, mainly selling clothing, home, skin care and other three categories, but this year, I cut the clothing down."

Li Guoqing made a cleavage gesture: "there is no other reason: < a target=" _blank "href=" http://www.91se91.com/ "> designer < /a > No.

Li Guoqing stood up: "I bought my own excellent products myself. Once I bought a pair of trousers, and I walked a few steps, but I couldn't take steps."

Li Guoqing staggered along: "I can't dress without looking at it. Don't let the customer wear it."

Immediately, he said, "I immediately told my team," don't make clothes. Let's sell the underpants. Let's do it in the old age. "

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< p > sales volume next year, the book is now pushing its own < a target= "_blank" href= "http://www.91se91.com/" > brand clothing < /a > too early < /p >

Lei Guan Er, at the same time, has an unwritten statement: "Li Guoqing can only be bombarded with Liu Qiangdong". After last year's "8 / 15 electricity supplier war", the "love sprayed" Lao Liu has been out of the woods, and Europe has been studying for a long time. After returning to China, the first thing to do is to build an open platform for Jingdong. Li Guoqing is basically "insulated" with the media this year. It is hard to see the shadow of "Lee cannon" again, and Li Guoqing built a clothing platform with both the "tail product collection" and the "boutique fair", which allowed the Dangdang share price to rise from about 3 dollars to 10 dollars in six months. < p > in the industry, Li Guoqing's "cannon" is like

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< p > "there are 2000 clothing brands that are currently working with Dangdang. From the current situation, we didn't expect to make our own brand."

Li Guoqing maintained a consistent frankness: "from the rules of the retail industry, only when clothing sales reach 10 billion yuan, is it suitable for private brand, because there is enough user support at this time to make the high value of its own brand produce value."

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< p > "we are now pushing our own brand clothes too early."

Li Guoqing said: "we will have strategic meetings every year, especially in retail industry. WAL-MART must be the second in command to increase its category.

We choose to enter a category without entry. There are probably more than 50 factors to consider. The most important factor is profitability.

And clothing first is its profitability, the gross interest rate of brand merchants, from factories to consumers, we can make customers gain, and can make money, really good category. "

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"P", "Dangdang has everything, has completed the pformation, department stores have exceeded books, next year there is no doubt that clothing will surpass books."

Li Guoqing once again repeated his view: "now when college students start school, teachers write reference books on the blackboard and say that Dangdang is on sale. I hope that's the way clothes are."

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< p > clothing diversion Tmall "Liu Qiangdong this child is not sensible" < /p >

< p > from books to clothing, since last year, Li Guoqing's steering is quite different.

At the end of last year, he proposed that the future Dangdang is the concept of "three carriages", that is, books, clothing, maternity and infant products. It was seen that in 2013, 2/3 had passed, and clothing had surpassed books and became the leading category in the three carriages. Li Guoqing said that the result was exactly what he wanted.

For Dangdang's successful pformation, Li Guoqing said: "I am not the Internet thinking, I do not have this courage, in fact, it is also a wisdom problem."

For choosing clothes, Li Guoqing's judgment is that the clothing category has high gross profit margin and profitability. In his eyes, Dangdang's advantage in attracting brands is that the customer price and repeat purchase rate are 30% higher than that of Tmall.

"Our differentiation is positioned in the high-end, first and second tier cities.

When choosing a platform, branding is more inclined to choose a platform that matches the brand positioning.

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< p > however, this differentiation does not appear to be obvious. The high-end positioning in other platforms is also very high.

Take Tmall as an example, Tmall has more than 70 billion yuan sales volume in 2012, and there are 20000 merchants in the market. This figure is almost 10 times that of Dangdang, many of which are high-end brands.

"I once told Liu Qiangdong through investors. I hope he doesn't just stare at books, everyone will do Tmall's clothing, but this kid is not sensible."

Li Guoqing said, "I don't want to see investors without any problems. Actually, I want to pit other electric providers. If we disclose too much, competitors will imitate us."

Li Guoqing also called out: "Lao Liu can stop copying us and cut down the business we cut down."

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