Big talk when positioning

Yesterday to Hangzhou, "the pre-war mobilization" next April is expected to achieve Zhejiang "Day Up"

Guoqing "Dahua" Dangdang Zhejiang plan

Newspaper reporter Jinliang

Morning News Every electric business war, Micro Bo are the positions of saliva battle, the CEO of every electrical appliance business became the first person to "rush". There is a joke, dare not say the electric CEO is not a qualified CEO. Jing Dong's Liu Micro Bo fan 1.87 million, day cat Shuai fan 50,000 people, Suning easy to buy Li bin fan 710,000, the most powerful is Dangdang's guoqing, a full 1.92 million fans, so have "Li mouth" nickname.

Big talk when positioning >>>

"We go to the high-end, can be individual high-end, but do not go to the middle low"

Always only Fancy "North Canton" Market Guoqing, why to run this trip to Zhejiang? In fact, through the Dangdang to provide a data can be explained: Dangdang in the sales rankings, the fourth after the north is Zhejiang, and Hangzhou accounted for Zhejiang's total sales of two-thirds, the platform of Zhejiang merchants accounted for 30%, nearly one-third of the supply from Zhejiang sold to the country.

Guoqing said, in addition to books, daily necessities and clothing is dangdang to build the key category, Ningbo's home textiles, Hangzhou women's clothing is his phase.

"Some brands to the days of the cat to do, such as shoes, under the line to sell 680 yuan/double, on the day the cat found a law, online more than 280 yuan is not good to sell, had to replace the cortex." This is not when the core, we want to shape a boutique shopping center. So we propose a difference, that is, to go in the high-end, can be individual high-end, but do not go low. "Guoqing when compared with the day cat, said when walking is a boutique route, can enter when the merchant must be in the day cat or Taobao on the single class purpose TOP50."

"The cat spent a lot of energy in educating the electric dealer. This is very good, we have not touched the net (merchant) attitude is "must not do", with him from the beginning, what is called flow, what is the click Rate, what is the value of those are very laborious, it is Taobao things. ”

Dahua Brand >>>

"There are more than 50 companies in Hangzhou this time," said 3,000.

Guoqing says the number of businesses that have been on the business has remained at 3,000. The growth rate of the clothing category is 400%, which is not attracting more business to the completion, but relying on the existing businesses to improve themselves.

"A good shopping center annual elimination rate should be as high as 40%, but many did not do, because with the merchants have a good relationship, our elimination rate is actually 25%, to the annual evaluation of the time also have to make up their minds." ”

So how do you monitor the quality of your business?

"We only rely on businesses and brands, for this we have been very strict, but some goods are directly sent by the merchant, even after our logistics, it is not possible to open every package check." ”

Guoqing revealed that this time in Ningbo, the main contact with the Taiping Bird, Tang lions, such as clothing, home textiles brands, to Hangzhou, Hangzhou brand to meet more than 50 business, Hangpai Women is a major part of these businesses have basically been settled dangdang, individual submerged, and hope this meeting will attract them to come in.

"The key is to talk about the second half of the promotion, the September clothing this piece of promotion to make a" mobilization meeting. "Guoqing said.

Dahua Hangzhou Future >>>

"Strive to build a distribution center in Hangzhou next April"

In yesterday's media meeting, take when and Beijing East do compare is the reporter most concerned about topics, such as the Beijing-East express speed. Guoqing says that when the best is done at the moment it is cod. In the express speed, the next day in Zhejiang can be achieved, but not yet, because when the warehouse center was built in Wuxi and Shanghai.

"In fact, you have not found that, in addition to the local electricity business, many electric dealers did not build a logistics distribution center in Zhejiang." In fact, a Zhejiang sales will be more than the whole South West District, but we have built a logistics center in Chengdu, this is the national sales layout on the thinking, in fact, is wrong. I built this year in XI ' An, the several have been built, really silly, the whole (market) is not as big as Zhejiang. ”

Guoqing at the very beginning said: "If when the scale again, I must build in Hangzhou, the latest is next year this time built, but I hope to be able to advance." ”

But with the further attention of reporters, Guoqing finally revealed that in the next year after the Spring festival in April, in Hangzhou to build distribution center, is currently in the site.

"I don't care about the location." In the past, we think it is not necessarily right in the suburbs, do not look at the distance of thirty or forty kilometers, and sometimes really do not come. In Hangzhou is going to choose 20 kilometers from the city center, can cover to Hangzhou around 160 kilometers can achieve the day up, Wenzhou, Taizhou still not, Ningbo should be able. ”

Dahua Industry Competition >>>

"The price war won't be too bad, but it won't stop there."

When the price war with Jingdong has a long history, in this year's Jingdong 6 18 shop Celebration Day, when it is also acting as a "sniper" role. Guoqing has his own opinion on how the price war of the electric dealers will develop.

"I said earlier that the three-quarter electricity dealer price war will not be worse than the second quarter, nor that the price war stopped." Now, as you can see, this is really a "war of words", because the capital is here, this price war (Jingdong su Ning, Gome) The essence of us is also more and more clear, is actually Su Ning and Gome's own line and offline contrast, whether can do both price leveling, and then old Liu (Jing Dong Liu) said " Do you dare? " You dare me to find an investigator, the meaning of the price war here. ”

Guoqing also has no reservations about the status quo. "We've had a two-quarter earnings and we're still losing money, but where's the deficit?" Books are actually making money, we mainly lose in the daily necessities and digital 3C. Now our gross margin is not equal to the city distribution fee. Of course, some people say I kettle, my loss rate is still the lowest. Like Shop No. 1th, selling pure water and rice, I have banned the sale of these, do not make money, but I really do not have the temptation, that is, there is no margin at all. ”

Since the loss of money, why still carry on to do it, when why not just do the book this is a lucrative category?

"I can say that in the future alone businesses can not be with us (Integrated category shopping platform) PK, the individual selling cosmetics of these small profit margins are simply not able to compete with us." ”

Guoqing believes that by the end of this year, the electricity dealers may also play a price war, but in the extent of concessions will not be more tragic.

"Or the level of capital, will not be miserable, because the last to burn money is also to have the financial resources, unless it is who got a money to take another predatory attack." ”