Dangdang in Jiangsu Haimen High-profile holding home textile category Business Fair

Recently, Dangdang in Jiangsu Haimen High-profile holding home textile category Business Fair, invited from home, home textiles, fabric industry brands, distributors, have their own brand of foreign trade factories and production and processing enterprises settled into Dangdang platform to further expand home textile products line.

Home textile category will become Dangdang focus on the expansion of the object, Dangdang launched the home textile category investment will be the original intention can be traced back to Guoqing previously said a word. "Dangdang can be profitable at any time, but must do clothing, home textiles and Child pregnancy three categories of market share in the industry before the first three to consider profitability." "This shows that home textiles become when the next book, Mother and child, clothing, after the fourth strategic category, it is understandable."

Vertical platform category expansion has always been a natural proposition, therefore, the nature of the expansion of the category after the worry. From Dangdang provided to the Merchant's three modes of cooperation, Dangdang's platform, its own brand and self-storage mode of the model with the cat's pure platform model and the Beijing-East platform + proprietary mode, so that businesses have more choice of space. Dangdang Self-employed home textile products in the country 10 have warehouses, the vast majority of goods to be delivered to the warehouse, a small number of proprietary goods are provided on behalf of the delivery, on behalf of the operation of services. Suitable for the self-employed mode of business has three kinds: the first is the production-oriented enterprises, the online sector is weaker; the second is trade-oriented enterprises, no contact with the electricity business; The third is the large quantity of products, the need to participate in a large number of late delivery, service enterprises.

As for other investment conditions for the business is not attractive for the time being unknown. In recent years, when has been continuously through the self-employed and associated two routes to expand the department store business. Facing the fierce competition of the cat, the home textile extension products are still the same as before, go is positioning in the high-end road, do category differentiation management, the former clothing category expansion, Dangdang through the continuous absorption Amoy brand and traditional clothing brand to join, complete the strategic transformation, the home textile will exert force, Its ambition and operation method naturally let home textile merchant hang enough appetite. According to Guoqing, a single category 10% is safe. Therefore, it is certain that home textiles will become the focus of the Dangdang to create the category, in order to match their own more beautiful financial data, Dangdang will certainly be more resources to enter the business support. This is undoubtedly the biggest attraction to the business.

Compared with every customer, Dangdang's expansion of the pace of obvious tightening, when not all categories are done, but focus on books, mother and child, clothing, home textile several core categories. In the past when the customer unit price is lower, mother and child, clothing, home Textiles category has a high gross margin, to help when the increase in customer unit price and the number of users. Through focus on the category strategy, the future when the customer unit price will have a greater room for improvement.

As an example, the average customer unit price of clothing department store is higher than that of the cat, the conversion rate is 50%, and the average conversion rate is about 30%. In when the precise user group customers, the same positioning high-end route of the home textile category of customer unit price and conversion rate is worth imagining, therefore, this will be to attract the eye of the merchant point of light.

When the book started, in the eyes of the people has always been a selling book Lang. But in fact, Dangdang began the category expansion in 2010, after 2012 years of rapid expansion, when the general merchandise business (self-added platform) Total turnover rate of 95% per year, The total turnover of the general merchandise business (self-added platform) to 1.15 billion yuan and more than 930 million yuan of the book, the department store revenue for the first time exceeded the core book category revenue, Dangdang has been transformed from the vertical book platform into a comprehensive shopping center platform.

With the development of home textile category expansion rhythm deduction and advance, perhaps, and will put when pushed to another more people look forward to the height.

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