Dangdang Transformation Fashion Electric Dealer's heat has not completely lowered

After a catwalk, the heat of the fashionable electric trader has not been completely lowered. When it comes to a "Read 4.0" sharing conference, announced to enter the digital reading publishing industry ... Such a density of public release activity was rare before. You think this is over? October 20, when a non-stop announcing the replacement of the logo, that is, "Dangdang" to remove the non-keyword "NET", officially renamed as "when", while the enterprise slogan from the accompanying enterprise 15 years of "online shopping ' enjoy ' when" to "Dare to dare ' when", to a pair of red "round bell" Brand new logo.

A revolution in fashion electricity dealers

Since last May, Dangdang began to expand the clothing category, the new tail goods to sell special channel, CEO guoqing in August this year to employees in the internal letter is proposed, the electric business industry has entered the "post-Ali era", when the need to reshape the brand, change the inherent knowledge of book dealers, from "do clothing" towards "do fashion", injected "fashion "Gene.

September 11, Dangdang also announced the expansion of fashion editing and buying team, and the association of Apparel designers to establish cooperation, and put forward in the 600 billion yuan clothing market to win 60 billion yuan goal (see Titanium Media report "fashion" of the Dangdang, it seems Shang will sell clothes to the end of the). Thanks to the tail goods Exchange Flash purchase + new Flash purchase mode, Dangdang clothing category sales growth rapidly.

From the current Dangdang published in the first few quarters of earnings, the transformation of its fashion electric power business has begun to bear fruit, has been three consecutive quarters of significant sustained earnings growth. According to the data show, 2014 Q2 platform revenue year-on-year growth of 82%, of which clothing turnover accounted for more than half, has begun to turn the deficit, and previously, Dangdang had three consecutive years of loss.

Dangdang released the first quarter results, Dangdang guoqing once four micro-bleomycin interpretation of the "earnings behind the number", which repeatedly mentions the future will catch up with the only products, but in the second quarter, when and only products will release the results of the comparison show, Only in the second quarter of the total net revenue of 829.4 million, compared with the same period last year 136.1%, and Dangdang total net revenue only 316.1 million, an increase of 31.3%.

A revolution in digital reading

Dangdang relies on books to make a start. At the same time as the transformation of Fashion power, book category growth slowed to 30%, when it began to turn to promote the changes in paper books to E-books.

October 16, when reading the 4.0 version of the sharing session, its digital Reading development Department Senior director Zoo also proposed: "Digital reading when it will be as a strategic product launch." ”

According to Dangdang's own introduction, the first half of its books sold up to 160 million volumes, sales grew by over 40%, of which 30% of the orders from the mobile end. Relying on such a strong background, Dangdang has developed two years of mobile reading seems to do a little low-key.

In the Book 4.0 edition, when the first time to join the social function based on lbs "Steal books", users can see the shelves of nearby people, as well as each other reading, if you encounter a favorite book, click to steal Books, the book can be 30%-100% of content, to steal to their shelves. The same eye-catching 72-hour "Burn After reading" function: In three days can read a book free of charge, or in addition to say good-bye to it, there is another option, that is "buy."

Compared to the existing electronic reading tools on the market, when reading seems to do a lot of fancy, however, Dangdang vice President Humin said that the fact that Dangdang launched the model is very successful, it is not only a high rate of pay conversion and to improve user daily activity and user stickiness has a great help.

In the market resources, Dangdang and 560 cooperation publishers have already agreed to cooperate, when reading said that the future goal is to be able to account for the entire Dangdang book sales volume of more than 20%. However, when reading 8 million users, 3% days of active number is not very impressive, to be in the digital reading market, not only need to compete with 350 million registered users, as well as overseas Kindle eyeing.

A self-revolution in branding

2014 is when the enterprise's important strategic upgrade, after a few degrees to the clothing category of overweight, the earnings data also began to look up, finally turned into a profit.

And when the change to the logo to change the name of the explanation is that Dangdang does not book business proportion has more than 60%, the transformation of the fashion of the electricity business needs a brand new image, and consumer demand more and more fashion, diversification, personalized upgrade, when the need to adjust the brand new image to meet user needs.

From 1999 to 2014, when 15 years have passed, for the transformation of the great changes, guoqing on the microblog also slightly affectionate to the user expressed

"We were scared, afraid of Waterloo in the new field, afraid of old users being left out for our new initiatives, afraid of failure, and more afraid of losing," he said. ”

The road to self-revolution is not going to go well, "the 2014 Q2 China online shopping market Transaction Scale report", according to the consultation, showed that in the business market, the cat still maintained a market share of nearly 60%, Jingdong accounted for 21.2%, and only the goods will and Dangdang only accounted for 2.8% and 1.5% respectively Market share.

Despite the start of the transition, when the obvious profit has begun, but investors are not optimistic, in the second quarter of the day, Dangdang's share price plunged 11.19%. In market capitalisation, Guoqing has been said to have been underestimated by the outside world.

November 9, is when the upcoming 15 birthday, as the first camp of the electric business pioneer, when the successor was early left behind, self-change is now to face the problem, a series of adjustments and transformation is in the active catch. But the electric business industry's gross margin is generally low, at present, the most profitable only product will have a gross margin of only 24.8%.

Is there any more way out? In addition to spending 100 million enclosures to raise sheep, in-depth upstream industry chain, for its own brand ' when cashmere ' preparation, according to media reports, when still want to enter the Internet finance and O2O.

Transformation is the inevitable choice of enterprise development to a certain stage, but the transformation is too fierce, only hope when not to hurt the vitality.