Dangdang Chairman Yu: Catch two buses, find the "moving target"

In 2000, Yu and her husband, Guoqing, founded the Dangdang just one year online. That year, more than 40 domestic electric business enterprises have collectively to Thailand to meet, now survived only two. Yu said that when it is possible to survive, is not fortunate, is inevitable.

Yu is the chairman of Dangdang. She said Dangdang had hooked up with the internet and retail, and had found a "moving target". "In the delivery speed, we aim at the four-pass one; on the purchase cost, we study the differences between the Carrefour East and north China. Looking for the benchmark is the most important, but the benchmark is always a moving target, and ultimately we need to constantly adjust ourselves. ”

Department store sales will exceed books

1999, Yu and husband Guoqing, who returned from Wall Street, founded Dangdang. Over the past 13 years, Dangdang has experienced a round of internet bubbles, and now its sales volume has grown from the initial 3 million yuan to 2012 is expected to exceed 3 billion yuan.

As China's first batch of manufacturers of enterprises, when the current scale is not big. In recent years, Jingdong Mall suning easy to buy more than tens of billions of dollars in sales scale "soaring". "When when a commodity is hundreds of dollars, other electric dealers sell a flat-screen TV to thousands of dollars." As a company, to compare various indicators, including operating costs and service speed, in these areas, when the industry is the benchmark. "Yu said.

2011, the Wind circle circulated a joke: Before 2011, if there is no investment in the company, are embarrassed to say hello to peers; 2011 If you dare to invest in electricity, then he is a joke. Compared with a large amount of money-burning peers, Yu-Yu's principle is to pay every penny to see the rewards.

"In 2010, when the IPO triggered a billions of dollar venture into the field of electricity, too much money for too few companies, many companies spend money, this is not a sustainable business behavior, without good performance returns, the funds will be put off." Perhaps some investors believe that money can replace the competitiveness of the mold, so there is a process of error correction, Money has a great effect, but the money is not equivalent to the operation of a company. I spend every penny in return, so when I don't burn my money. ”

The book started by Dangdang, these years in the department store began to increase investment. Although the Department of Commodities has not yet made a profit for Dangdang, but Yu said in the fourth quarter of 2011, department stores have accounted for 40% of the sales, and in 2012, the department store will surpass the books. In the fourth quarter of 2011, Dangdang Publications grew more than 30% and department stores grew more than 200%.

North China headquarter base settled in Tianjin

In recent years, large electric dealers have invested heavily in warehousing and logistics. Large electric dealers such as Amazon Alibaba have started large logistics center projects in Tianjin. At the end of this year, Dangdang invested 400 million yuan in the construction of the North China Headquarters project base will also be officially put into operation in Tianjin Wuqing.

Yu last May with friends to Tianjin, it is this unintentional inserted Liu's trip to Tianjin, let her decide to Dangdang's North China headquarters project base in Tianjin. "July signed, the company registered in October." Yu said that Tianjin is very efficient, and Tianjin is also Dangdang's sales center, the base is completed, the North China headquarters project base can cover all orders in north China. "Such a project base is also when the next most important sales Model: localization Purchase localized shipments." "Yu said.

It is noteworthy that Dangdang is still relying on Third-party express companies to distribute. Yu that the goal is to allow goods to reach customers accurately, quickly and securely, whether they are building or choosing a third party. "The Express company can do more than when the more professional, we should use the outside company." ”

It's going to be a couple of years before the electricity dealer

Yu is very fond of playing. But this does not prevent her to take the personal part of Dangdang's mother and child division. Yu said, "I want to be a customer-group, around the needs of this group of people to build up the store." ”

For the future, Yu that shopping anytime, anywhere is an important goal of the development of the electric business. "Modern life is so fast and fragmented that we need to meet users ' shopping needs in these fragmented times," he said. ”

For electric business enterprises, it is easy to spend money, but it is not easy to make money. From the online to achieve profitability, Dangdang spent 10 years. In the third fourth quarter of 2011, there was a loss. Yu said the two years spent money on investment services and consumers getting lower prices. If you want to be profitable can quickly, but will slow down the pace of development, "the electrical industry as a new business, in the technology market operation network, etc. to invest money, the overall profitability of the industry will take several years." ”

News reporter Qi