Book business: When the magnificent turn of the cornerstone

When the transition is successful, the financial results are the most powerful proof of speech. Citing media reports, when the second quarter total net revenue of 1.9608 billion yuan, the year-on-year growth of 31.3%, the second quarter net profit of 28.8 million yuan. At this point, when the profit has been achieved for three consecutive quarters, this indicates that when the business has achieved a gorgeous turn.

The industry has a different view of the transition. In the author's opinion, operating for 15 years long book business, is when the success of the magnificent turn of the cornerstone. Admittedly, when entering the female market, the product line to achieve expansion, but this does not mean that the book business is marginalized. On the contrary, when the potential of the book business is fully tapped and the customer resources deposited by the book business are realized again, the product line expands. It is an indisputable fact that

is the largest Chinese online bookstore in the world. In the course of business in 15, when a large number of loyal customers have been accumulated. Perseverance in book business has become the key to success in today's transition. As we all know, domestic electric business industry in recent years has been deeply immersed in the mire of price war, Jingdong, Suning, Taobao is a price war activists.

from the surface, the frequent price war, pulling the Jing-dong, suning and other electric business enterprises sales. As everyone knows, under the destruction of price war, Jingdong and Suning are not loyal customers accumulation. The reason is simple, the price war attracts customers, are more sensitive to the price of users, once the other electric platform commodity prices lower, these users immediately lost.

The number of loyal users on the platform has not exploded in a constant price war. In such a market environment, when still stuck in the book business camp, which means that when through 15 years of accumulation, already has a large number of loyal users.

A data display, when publish firmly occupy the domestic network to buy children's book retail Code 50%, of which high-quality books such as high-end hand-painted science books, baby books, toy books, picture books, children's English, etc. accounted for more than 70%, has an absolute strong market position. In fact, this strong market position behind, is a large user base in support. From the product structure is not difficult to see, fashion spicy mom is when the backbone of consumption.

based on such a consumer group, it is only prudent to choose women's clothing and the mother-child market as a breakthrough in transition. After a hard work in the past, when the transformation has been handed over a satisfactory answer. In the first quarter of this year, when the overall GMV (total turnover) growth rate of 54%, of which the platform apparel category GMV reached 550 million, the growth rate of 116%; in the second quarter of this year, apparel category trading rose more than the platform, two-quarter size has exceeded the overall platform turnover of 50%.

It is not difficult to see, when the success of the book business is based on the consumer groups again, because the book business of the main consumer groups are fashionable spicy mom. Of course, the domestic electric firmThe two-year change in the industry is another important factor in the success of the book business to women's and mother-child transitions, and also when the first two years of transition are lost.

Since last year, the price war in the domestic electricity industry has become very rational, which is why when women's clothing and maternal and child business can be quickly profitable. Although when the women in the face of the cat and the only product will be such opponents, but when the positioning of women on the dress, and the cat and the only product will be completely different. When the core consumer of the book business, is the one or two-tier city of high-end users. To this end, when the women's clothing and maternal and child products positioning, but also to take the middle and high-end routes. The cat is the low-end route, the only product will be the special sale mode, and the cat positioning similar to the three or four-line city consumers.

Obviously, when positioning on clothing, it is more accurate. With accurate market positioning, and when a good user experience, when the service business can achieve high-speed growth. In view of the current development situation, when the women's clothing and maternal and child product line market share is steadily improving. As a strategic category of apparel, the two-year period of sales to achieve a 550 million to 2.7 billion of the leap, which marks when the book customer resources successfully carried out two times mining.

Ultimately, if the book business does not leave, when the transformation will not be so smooth. Frankly speaking, when the successful transformation, is in the existing customer base, conducted a two times marketing. When the transition has begun to take shape, how to expand to a larger scale is still a problem to be faced.






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