Dangdang CEO says expansion of apparel category ambition

September 9 News, Dangdang CEO Guoqing this afternoon in the Phoenix Technology and other media interview performance when the clothing category expansion ambitions, Guoqing said, the clothing category gross margin is very high, the profitability is very strong, "I have passed the shareholder to tell Liu not only stare at the book, can do the clothing category together shunt day cat, but this child does not listen." "And in Guoqing View, Dangdang next year clothing category sales will be the book."

It's old business to specialize in selling underwear.

Back in the past year Dangdang launched its own brand "when excellent products", mainly sell clothing, home, skin care, such as three categories, but later guoqing will be cut down clothing.

"The main reason is not satisfied with the design team, while the size of the clothing category is not in place." Guoqing smiled and said that he wore designer design of the big underwear walk are not mush, "selling underwear that is old." ”

At present, in addition to the book, a few large categories for clothing, pregnant baby children and home textiles. It is understood that Dangdang book customers currently only 20% will buy clothes on Dangdang, in addition to the original book users, when there are many new customers need to expand.

"When clothing sales target is 3 billion yuan this year, next year 6 billion yuan, next year sales will exceed the book." Guoqing asserts that the category of clothing will be made larger.

When the reporter asked to expand the category to do clothing to make their earnings better look, not so single, Guoqing said: "We now also confessed to the past." ”

Want to pit other electric dealers to do clothing diversion Day cat

"I am not the internet thinking, I do not have this guts, in fact, is also a problem of wisdom." Guoqing revealed that Ying had advised him to do things to use the internet thinking, and he did not agree.

"Ying told me that the internet thinking things, is the front-end free, relying on the back-end charges, such as the post-advertising, value-added services. But I am not the internet thinking, I have my business judgment, guoqing is more "bluster": let those people continue to make mistakes.

"I do not want to see investors, in fact, I would like to pit other electric dealers, if when the disclosure too much, competitors imitate us," Guoqing also called: "Old Liu can not imitate us, cut off our business also cut." ”

So, when it's a costume, why?

Guoqing's judgment is that the gross margin of clothing category is high, profitability is strong, and in his eyes, Dangdang attracts brand business advantage is the customer unit price and the repurchase rate is 30% higher than the sky Cat. "Our differentiation is positioned in the high-end, one or two-line city." When choosing a platform, the brand is more inclined to choose a platform which is in line with the brand positioning. ”

However, this differentiation does not look obvious, the said middle and high-end positioning in other platforms overlap is also very high. For example, the cat in the 2012 apparel industry has more than 70 billion of the sales volume, settled businesses have 20000, this number is almost 10 times times when, including many high-end brands.

"I have passed the investor to tell Liu, I hope he don't just stare at the book, we do clothing streaming day cat, but the child does not listen." Guoqing said that he was very early to make clothing judgments, but later did not succeed in their own brand, so changed the direction.

In Guoqing's view, when the first need to consider why the original book users to buy clothing here, so that the category of clothing to meet the tone of these users, while other new users need marketing, "hope that the old users can transform, not just rely on network marketing." ”

However, the latest data show that last year, China's apparel network shopping market share, the top two are the days of the cat and the East, the cat a single big performance, and the old clothes electric dealers are ranked in the 10, guoqing to be in the apparel network to compete in the market, need to do a lot.