When the transformation of the integrated electricity business, the humiliation of the model to earn a glimmer of rebirth opportunity

Absrtact: When the transformation from the library to the integrated electric business, we must change the single category, less slow water growth, logistics user experience poor chronic disease. From the development of the past year, when the humiliation, to explore their own flash-purchase mode, to enhance the logistics experience, a large dozen low-cost brand of traffic, and finally got a first-line rebirth opportunity.

Become a second-line electric business when, these years a fall, strategic blunder and marketing structure loopholes, plus the cat and the Beijing-east formidable opponents of the crowd, has long been away. Even a lot of people feel that when after two of strategic failure to consume, the story is too old, coupled with sustained losses, it is a matter of time to perish. But no one thought of the "twists and turns": August 14 Dangdang posted the second quarter of 2014 earnings, net profit of up to 28.8 million yuan (about 4.6 million U.S. dollars), the same period last year net loss of 63.9 million yuan. So great upheaval, let people spirits, when exactly what happened?

When the new sexy story and the old story single selling books are different: The new story gorgeous turned into "We want to be a culture of the comprehensive category of fashion electric." In addition to books, there are clothes, shoes, accessories, beauty makeup, household items. If you are now on Dangdang, the first page of the most impact on your eyeball is the apparel, beauty makeup and other fashion gorgeous beauty ads, when when the women's market, to make women's money. This transformation, it is really refreshing, when it is no longer the former when, a change to sell book dealer's shabby uncle Image, suddenly become fashionable trendy celebrities.

This "turn" is meaningful. All along, when development is slow, and even losses are constantly, because the category is single, water less growth slow, coupled with the book market by the Beijing-East Squeeze, the road farther and farther. Now repentant, from the female point of view into the market, take the clothing tail goods flash purchase mode, and identified as the core strategic platform, all the resources into the core clothing category, when it can be described as inspirational picture. From May 7 last year, when the online flash purchase channel when the tail goods, the main push-tail goods flash purchase mode, attracted a lot of consumers. In early June this year, when the launch of new products, new clothing also added to the flash mode, from a lot of other electric dealers to pull a lot of traffic. When the handset client also starts to revision, strengthens the clothing flash buys the business. When the meaning of this gorgeous turn is: clothing on the one hand to expand the category, on the other hand also increased the width of its moat.

From the library to transform into a comprehensive electricity business, first of all to ensure that the book category of stability, and then in the female product category to have a new breakthrough, especially to find the right positioning, otherwise, will be in a nondescript loss of self. Especially in the days of the cat, only the product will be so powerful and mature before the electrical business. When it is necessary to crawl the first-line city of white-collar workers and intellectuals this part of the user base. At the same time, the three or four-line market as the company's important strategic market, deep rooted in the vast three or four-line or even five or six-line cities, and through a series of measures such as logistics to enhance customer satisfaction, cultivate consumers online shopping habits. If you have always wanted to go "tall", there is no lining of face, and then transformation 100 back, no matter what to sell, are in vain. At this point, when done. Look at the crowd, the new flash purchase + tail-goods model as the core of the novel strategy, can be said to be from the only goods will be the special sale of the model on the way out of their own.

Gorgeous turn the future is good! When the transformation of the most valuable is to learn from the past failures, the reason for losing to Jingdong, one of the reasons is that the logistics user experience is too bad. When the bitter experience, and do not say Dangdang Galaxy 1th Asia to large monomer warehouse, in order to speed up, when the country has been in the seven major areas of rapid advance warehouse Network layout, at the end of this year warehouse logistics center will reach 45, the focus sank to three or four line city. At the same time with the logistics strategic partners in depth cooperation, in the new warehouse around the 300-kilometer-wide synchronous realization of double 12 full day up to standard. When the self-employed business in the 234-line city of rapid upgrade of logistics speed, baby, clothing 80% of the platform business has been replaced by Shun Fung. More parcels can be converted from the next day to the next, from the day to the arrival of the day. This speed, currently only Jingdong can reach. Now when it starts catching up. Learning from your opponents is a good choice.

Women's market has long been the Red Sea market, want to stand out in many electric dealers, how difficult it is! When the requirements of the merchant price must be cheaper than other platforms 10%, some businesses complain, when it can be said to endure humiliation, for love to take advantage of women, this temptation, perhaps it is when there is a bright future key points!

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