Dangdang Hit Two Hundred Million In Costumes. What Does Li Guoqing Want To Do?

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The Xiaobian of the net tells you that Dangdang hit two hundred million on clothing for two years, Li Guoqing: to "kill" the past.

Li Guoqing hurried into the interview room. He was chatting with Zhang Qinghui, Secretary General of the China Fashion Designers Association.

It sounds different from his identity as Dangdang CEO.

He even worked very well with the fashion photographers' request for postures. He took a set of films and changed 6 or 7 sets of clothes. He was not impatient.

In private, he would say that this is his job. After all, Dangdang is no longer the book selling website.

The latest two quarter results show that the scale of clothing category pactions has exceeded 50% of the total platform, while the sales of clothing based wireless business, at the peak of the time, orders exceeded 35% of the total.

"But not many people really know this, and they feel they are selling books."

Therefore, Li Guoqing has always been conscious of the company's "icon" icon at all times, not only in public appearances, but even in the office at the bottom of his sloppy shorts, and he will also have a pair of fashionable short boots.

Yu Meng, the social media marketing and brand director of Dangdang, says that internally conservative veterans are beginning to accept what they are doing.

This matter.

He appeared as chairman of this fashion week. This is the first time in the electricity supplier industry, so there is not much energy to consider another battlefield -- double 11.

This coincides with the release of a brand new brand. In the latest commercials, Li Guoqing is forced to leave the country. He is very sentiments and says, "courage is doing something that you are afraid of."

In October 20th, Dangdang announced its renamed "Dangdang" and deleted the non keyword "net", and launched a pair of red "round bell" as brand new logo.

In addition, accompanied by Dangdang's slogan for fifteen years, "online shopping" enjoy "Dangdang" is also changed to a new cry of the new era characteristics: "dare to do dare" Dangdang.

"It's time for more people to know what we are doing."

When he said this, his company seemed to be marginalized by the inherent logic of the electricity supplier.

Reporters on the scene are still asking whether the proportion of Dangdang users is more partial to men, and whether they will be difficult to make clothes. Li Guoqing has to explain it over and over again.

A bet

What really touched him was the surge in clothing business last year.

Dangdang's share price dropped to around $4, and its stock price remained strong at $24 in the 6 months after its debut in 2011.

The most extreme case happened again. Li Guoqing tried to appease the executives and made an equity incentive at the price of $5. "Many people sold it at five yuan and five, which was terrible. No one believed that the company could return to 24."

So when he puts the future of Dangdang in the department store, it is easy to know the attitude of the board of directors and the friends around him. Of course, he can also understand how happy he is when he first passed the book business for the first time last year.

What's more, this year, his most valued clothing business is coming out in the same way.

But the challenge that Dangdang encountered almost no solution, or the experience accumulated by the electronics giant for more than ten years is useless.

People in charge of new business such as clothing began to complain to Li Guoqing frequently. They continued to put most of their money in the promotional advertising of new category, but it is more and more difficult to bring ideal new users.

"If we want to discount the books, we should not worry about the traffic volume, but instead of clothes, no one will come."

Yu Meng was specially picked up by Li Guoqing last year to investigate this matter. They invited some consulting companies, and did a lot of internal communication. The results were somewhat unexpected. Dangdang brand has already been aging. "We must rush to the brand on the inflection point of marginal effect, otherwise business will be difficult to get."

We have to admit that Dangdang brand has always had problems. "

In fact, Li Guoqing did not make much of his determination, and made the decision later: to give him a year's time to rebrand the brand. In November 9th this year, Dangdang 15th anniversary celebrates the day and "double 11" as the node. He will launch the new brand of Dangdang in this most sensitive time.

He also began to push forward more radical reform methods internally, because he also realized that the "traffic bonus" of clothing business was over. He must find a more reasonable business model to match the upcoming brand new utility.

At that time, he could see that the road was "gamble". In the beginning stage of clothing business in 2012, Dangdang's annual sales volume was less than 600 million yuan, and by 2013, it could achieve one year's volume in one quarter.

He flattened the whole company's management structure, which was the state of his initial business.

It turned out that only 6 people reported to him directly, but now they have become 12. Many business departments only have three levels of architecture.

Li Guoqing hardly had any foreign affairs. He enjoyed himself in various conference rooms and tried to attend regular meetings in every department.

Especially in the new business or Li Guoqing's strategic project, he is only a director at Meng's level, but he reports directly to Li.

In another new business, Li Guoqing, the general manager of the wireless shopping division, Zhou Honggang, deputy general manager of the Department, said, "the boss will change roles from time to time. At a conference, he always jokes," I was speaking as president in a moment ago, and now I am the general manager of wireless. "

For the challenges of traditional business, Li Guoqing always stands firmly on the new business side.

Yu Meng meets with other business departments regularly to communicate new brands.

"They (refer to traditional business departments) even want to get rid of Dangdang's" net ". If they move the tone and design, they think this will cause the old customers' antipathy.

The new slogan is similar to the original "shopping enjoyment". "This is actually nonsense. It's all Hawking. There is not much brand value added."

Yu Meng said, "but many people think they welcome change, but the correct path should be to maintain the old users first and then develop new users."

At this time, Li Guoqing will stand up and resolutely stand up to Meng. Many times, at his meeting, he will greatly appreciate the plan.

Privately, it is said that he will also do the ideological work of "Yuan Lao school".

Zhou Honggang's feelings should be deeper. Let alone the preparation of the wireless shopping division in May this year, he has made the Department business flourishing and has high prestige in the company.

In the concept of Li Guoqing, wireless business should be a new Dangdang, so he put all the new businesses of clothing and mother and baby in, and directed down the book business.

When you open the Dangdang APP, you will see the fashion elements of full screen.

"Of course, it will be challenged by traditional business departments, because APP has been positioned as a channel before, and all business departments are selling goods here."

Zhou Honggang said, "the boss's way of dealing with is to shoot the table directly and scold," there is no PC in the future. What can be contended? "

In the whole pformation period of last year, the image created by Li Guoqing was "arbitrary", and all the businesses he valued should be implemented immediately and strictly.

Zhou Honggang was asked to set up an editorial team quickly. In Li's view, only with the media attribute would the platform be sufficiently differentiated.

So in the middle of the night, he called the current fashion editor, Wang Yan, for an interview. He also explained to himself that the personnel department had placed the recruitment of the editorial team at the highest priority. "After so many years, I have never seen HR so efficient."

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"Kill" the past

For young people's market, Li Guoqing was "Crazy" and had to put all his eggs in one basket.

In the year when his performance was bad, he changed many ways of his behavior.

He did not receive interviews with any technology media or financial media, but he was happy to attend various fashion occasions.

The new business department has introduced many young people, who have similar characteristics. They understand fashion, networking and mobile phones.

Deng Yifei, vice president of clothing business, has a good taste in clothes. Her department has surged over the past two years, mostly from department stores.

These young people are rich in buying experience, and Li Guoqing is willing to pay for their growth.

"In the past two years, we have smashed $200 million in clothing categories, half of which are earned by ourselves, and the other half is the support of our books business."

Deng Yifei said.

You know, in order to rush on the market, Li Guoqing just bit his teeth and smashed 30 million dollars.

In order to carry out the cashmere business, Li Guoqing followed them to Inner Mongolia for a long time.

This makes even when talking about this strange topic, he also appears very professional. "The last few companies that we worked with before used to be a foundry for luxury brands, but the domestic market was mixed."

Finally, he decided to invest 200 million yuan to build an open platform for cashmere online and establish a sheep raising base of 100 million yuan.

"Sometimes it looks like hype, but those are what the boss wants to do."

A Dangdang employee, who did not want to be named, told the Economic Observer newspaper reporter.

The same example also takes place in the independent designer industry.

On the international fashion week, Dangdang signed a contract with 13 designers, and their new products in spring and summer 2015 will be sold exclusively on Dangdang.

Li Guoqing's sales expectation is that in 1 years, the sales volume of the 100 designers is 600 million yuan. "China does not have a buying system like the United States, which has no living space for independent designers, and we have to make this piece, though it takes a lot of risk."

The works of these independent designers are basically managed by the wireless business department. Li Guoqing even let Zhou Honggang set up an independent marketing system and investment system for this purpose.

Wang Yan's team should select some of the most tunable ones in nearly 1000 brands of beauty, including Taobao's premium brands.

"The boss has made it clear that the layout of the wireless terminal is far from certain. We need to have enough differentiation."

Zhou Honggang said that Li Guoqing is willing to invest more money in this business model that has no template to draw lessons from.

Wang Yan is not responsible for his business. The most important task of dozens of content editors is to do well in the magazine products such as Dangdang and ChicNow on APP.

It is precisely because these new businesses occupy most of APP's position that Zhou Honggang is always facing challenges from traditional business departments.

But Li Guoqing doesn't care about that. He is very optimistic about the development prospects of the clothing business on the wireless terminal. "Every day I am asked when I can make 50% of the total orders."

When Li Guoqing was in private, he even joked with him: "old Chou, why don't we all quit to make a mobile shopping platform?"

At the same time, Zhou Honggang's pressure is doubled. Every day, he has to deal with dozens of merchant contracts, which is still too slow, at least not far from Li Guoqing's expectations.

From a certain angle, he is the victim of the old Dangdang brand, and Yu Meng communicates with him a lot. Wang Yan is trying hard to cooperate with Meng's work, including her team's experience in new user operators.

But Li Guoqing did not want the whole process of new brand building to be greatly resisted until it was decided.