When the transition succeeds? Ask yourself if you can be worthy of artistic young women

Recently, Dangdang posted a message, three consecutive quarters of profits, several article analysis mentioned, when the profit is due to the transition after so many years, from the book main business transformation into a comprehensive service, and in the female market to achieve a good performance. When the stock price increases, but also because the successful transformation of the female market.

First of all, to congratulate the profit performance, which is in the field of business, is a good news, especially when the volume is not too large, in the case of a strong enemy ring can profit, which is very good.

But does this represent a successful transition?

I think the sign of a successful transition is, when is the position of a woman in the mind of a place that is exclusive? Second, in the category of women-related, when in what position?

Using this standard to analyze when, what conclusions would you draw?

First, when the structure of the user has no obvious female advantage

Inadvertently out of the April 2013 issued a major electric platform of the user structure map, can be seen from the picture, when the male and female users are basic off.

In fact, when as a 15-year old electronic website, after years of development, user balance is very normal things, let alone, when the traditional advantages of the book category of the audience, in the user structure, will not be due to the gender and make too big difference.

2010, 2011, the domestic major consumer began to integrate the expansion of the online daily necessities, clothing, cosmetics and other categories.

I vaguely recall that, in 2011, I was involved in a friend's company's PR proposal when it comes to cosmetics and maternal and infant category, we have a brainstorming day in a conference room, focusing on the topic of how to develop new cosmetics category.

Nearly four years later, when suddenly claimed to have gained the advantage in the female market, realized the transformation, when I first heard this concept, is very surprised, this is a field that has been doing for many years, why emphasize at this time?

From the time when the disclosure of the news, did not emphasize the special increase in the number of female users.

Suning before a period of time to do a toilet paper and aunt towel big promotion, three days to increase the more than 3.7 million female members, this is targeted promotional activities, but when not.

If you compare, Jing Dong recently with a fashion magazine to reach a cooperation, and the cat and another fashion media company also began to cooperate, so the media hot talk about the integration of the fashion into the mainstream, after the synthesis of these, I feel when the release of the message is to show that they are also with the female market, is not really the transformation of women's market success.

Because they didn't mention any advantage in the female product category.

Second, when there is no dominant category in the female market

Open Dangdang's home page, almost all female-related product display, but even so, we still do not find when the advantages of single and advantage of the brand, there is no advantage interval.

Are you in the one or two line brand sales, or three or four line brand easier to go? Are you a foreign big name or more than the new generation after 95 personalized brand more? Do you have an advantage in your clothing or are your mother and baby products stronger than other platforms?

Do not feel that this is indifferent to the matter, as long as there is total sales. When the sales of the one-tenth of Beijing East, but the number of SKU best is Jingdong 1%, can have the industry advantage, otherwise just the supporting role of the entire industry, can not establish the industrial chain advantage, let alone dozen price war, when in addition to books, can also integrate other industrial chain launch offensive?

Of course, guoqing can say, I should be the pursuit of Maori, do not fight price war, then you in the service to do better? Does the service do well and do more for women's activities? Activities do not do much, online marketing and operation of the creative is enough fresh and dynamic?

You want to compete in this cutthroat field of electricity, you always have to have a skill? Your ability to operate, there should be obvious improvement and improve it?

All of your categories are mediocre, then you are a mediocre platform in the whole environment, your operating ability without any characteristics, system is not advanced, efficiency is not obvious, you are no way to achieve the depth of industry integration, then you as a retailer, talk about competitiveness is self-deception.

Third, when the woman does not occupy a unique position in the heart.

If you say you are a successful woman in transition, what do women think of you when they think of something? Think of the special time, is the only product will, every morning will go to rob new products, think of comprehensive, go back to Taobao, strange what all have, think of cosmetics, at least to the beauty of the comparison;

Do you have a price advantage? Category Advantage? Advantage of a single product?

If a female customer goes to buy a woman's product just because she buys a book, it's dangerous because it's easy to get away with.

Retail is the most fastidious positioning, even more than the brand more fastidious positioning.

Especially in the current minority era, women's demand for consumption is very strange, I hardly see any woman talking about when shopping, there will be surprises, unless it is a book, when the book recommended, I have heard a lot of praise, but the other is really very little.

To say that when women are transformed into markets, I think really is a pseudo proposition, when when even never published their own platform of female shopping characteristics, I believe that their female consumers should be more and more literary girls, but when it does not seem to match the style of the literary women's shopping atmosphere and category collocation.

This is one of the core of retail-matching consumers, but when the female category and brand are all Huo, literature, style, minority, unique, culture, taste, none, is the most common in any platform can buy things, what is the attraction?

It is a little impatient and insincere to announce the success of women in transition when they do not seem to know their own consumers.

Should ask first: when to be worthy of literary young women? said that their transformation succeeded.