Interview Dangdang Network CEO - Li Guoqing

Less than P, Dangdang, a book seller, has to cross the border to make efforts on clothes.

Dangdang CEO Li Guoqing, an interview with reporters, said that this year's clothing revenue is expected to reach 3 billion, next year's target is 6 billion yuan, will exceed the size of books.

He admits that when the scale of clothing revenue reaches 5 billion, it is a good time to launch the "a href=" http://www.91se91.com/news/index_f.asp "self brand" /a. Dangdang has already stopped clothing self employment.

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< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201310/06/20131006104851_sj.JPG "/" < > > "

< p > clothing is playing a more and more important role in Dangdang's development strategy.

Li Guoqing said: "we want to mobilize the emotions of the original book customers and become consumers of clothes."

He disclosed that more than 50 factors should be considered in choosing a category every year, and the most important factor is profitability.

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< p > > here, < a href= "http://www.91se91.com/pioneer/" > Li Guoqing < /a > not changing the nature of big mouth, bluntly: "I have always advised Liu Qiangdong not to make money in books like this, not to earn too much money, and to fight in the tens of billions of market areas in the year. The result is the decline of gross profit in the field of books. Only when Dangdang makes money, everyone loses money. Vip.com and jumei.com take the opportunity to do so. We should join hands in the larger field of" a href= "http://www.91se91.com/news/index_f.asp" clothing > /a "and seize the market with Tmall in the field of clothing.

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< p > at this stage, Dangdang's strategy is to weaken the concept of clothing's own brand, build a platform to introduce high-end clothing brands, and this platform will not blindly seek big business. The 3000 businesses are the upper limit. At present, there are already more than 2000 third party merchants on the Dangdang apparel platform.

Li Guoqing's plan is to set up a whole chain from new clothing to season, tail goods clothing sales, benign clothing ecological circle, take account of the sales cycle of clothing brand online sales, solve the problem of brand clothing sales in a platform ecosystem, and let the clothing brand and the Dangdang platform symbiosis and win win.

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< p > Li Guoqing thinks that from the rules of the retail industry, only when the sales volume reaches 10 billion yuan, is it suitable for its own brand, because there is enough user support to make the value of its own brand high.

According to Li Guoqing, at present Dangdang clothing category all introduces third party sellers, positioning the high-end market.

However, when making the fashion platform business, it is inevitable to compete with the traditional electricity suppliers. This is not only the competition for users, but also the competition among brands.

He frankly said that Dangdang traffic is less than Tmall, but Dangdang conversion rate and customer price are 30% higher than Tmall's.

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< p > he also revealed that at present, only 20% of active customers are buying clothes, and 50% are pure new customers.

"When we define brand development, there are several brands of teachers who say that selling clothing must connect the emotions of the original customers buying books with the" why they want to buy clothing ", including tonality.

In our key page, we must focus on what not to push, and really push it according to its tonality and the reasonableness of its price.

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< p > Li Guoqing said that the increase in gross profit margin of Dangdang is also due to the rapid growth of the apparel sector.

Turning to the question of profitability, he admits, "platform growth brings commission income to profits and then returns to calculate when profits will be made.

We are still expanding the market, we are making a balance, we hope to speed up a bit faster, we will not make a timetable for profit, but we will be ready to make profits any time soon. "

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< p > for self brand, Dangdang began to say no.

Li Guoqing admits that when the clothing sales reach 5 billion annually, it is possible to re force its own brand. Only when there is enough user support at this time can the value of private brand's gross profit be generated.

"We are pushing our own brand clothes too early."

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