Cross-border electrical business DX shut down sub-website DX Mall, category only dress beauty

　September 24 News, a few days ago, cross-border electric business DX has closed the first line of the sub-site DX Mall, at the same time, cut off the site's main wedding dress, bags, jewelry, clothing, beauty and other categories, only clothing and beauty two categories remain in the main station of the class list.

DX Close Dxmall Bulletin

We found that at present, the DX main station has no Dxmall entrance, through the domain name dxmall.com entry, can only see Dxmall has been closed notice. DX said in the announcement, as a result of the company's strategic adjustment, dxmall.com will be temporarily closed, all the related business will gradually transfer to the new sub-station dxlisting.com, during which the site will not receive new orders.

It is understood that Dxmall on-line at the beginning of this year, is the DX in the category expansion of the efforts made. The main categories of the subsite include apparel, sports outdoor, home gardening, health beauty, stationery, jewelry watches, bags, wedding dresses, these eight categories. In addition to clothing, sports outdoor, health and beauty, home gardening, other than the main stations do not have the category, and overlapping category also in class two under the new carding integration. Especially wedding dresses, for DX is a new exploration.

A screenshot of Dxmall just after the launch

However, this expansion does not seem to go well. Some insiders pointed out that dxmall on the line for more than six months, mainly rely on the main station drainage, sales are not ideal, this large span of category expansion road for DX is very difficult.

DX Executive Director Roggia also at the eighth annual Online retail conference, said that, because more than 90% of the customer is male, and more for "otaku", DX in the category of development faced with many difficulties. For example, DX has had a failed experience in the development of men's and dresses.

It can be seen that the closure of the Dxmall again proves that the DX category expansion is blocked. At the same time, this also confirms Roggia to the DX category expands the question summary: a website in the development process, will slowly form certain customer base, forms certain gene. Therefore, in doing category expansion, can only follow the overall trend of the customer base to do, and it is difficult to jump to do.

Screenshot of new sub-station dxlisting

In addition, we learned that the DX announcement mentioned dxlisting is now online, but the site does not involve Dxmall main wedding dress, clothing, beauty, bags and other categories. Dxlisting is still mainly electronic products, but launched a special category-electronic smoke, and its consumer electronics, computers, mobile phones, auto parts and other categories together in a class list.