Guoqing don't want to compete in the top three

Xu Jieyun

Dangdang CEO Guoqing for a long time, in the industry "cannon" countless, but "humble" up also directly.

"We do not want to compete in the top three, very reconciled." "Recently in the first financial daily newspaper interview, Guoqing frankly."

"This is not to say that when I become no ambition, I am not thinking about eating." Guoqing explains.

Guoqing said, as early as the Jingdong, he has been studying home appliances digital, found that the United States home appliances Digital has more than 20% of the gross margin, and China is not, the price of Su Ning, Gome is very low pressure.

In his eyes there are too many people to eat. For example, Beijing East, and Suning easy to buy, "a digital 3C has not done well, to get department stores and books." ”

Guoqing said that 5 years ago they were considering the topic of category expansion, the 3C category is also considered annually. At that time, someone reminded guoqing, if do not do 3C the future will exit the industry before three.

"So far we do not regret it." Guoqing said, "when there is no financial resources, not to get 1 billion dollars investment, do not want to gamble this matter."

He believes that the Beijing-East in order to change the size of the loss of scale expansion is "smashed the old world, but do not know how to build a new world, it is better not to smash."

Guoqing to these competitors ' thinking: do not think that the size of the procurement advantage has, but also to see the market share in the segment.

He proposed a share of the safety valve concept, which occupies more than 10% of the share within a single category to be considered safe.

"So we have to focus on the category, not all categories." "Guoqing said.

Since 3 years ago, when trying to expand the book market outside the major department store business. This year's two quarterly earnings show that Dangdang's total revenue, department stores accounted for 33.32%.

The impetus for the growth of the general merchandise category is that the price war is getting fiercer and the gross margin of book category is slipping.

"My first year as a book was the average of 74 percent, the second year is an average of 69 percent, the result is now an average of 65 percent." No matter how I improve the packaging materials, how to differentiate, but the price war can not be avoided, this is the retail industry. ”

Although in the book category when not afraid of price war, but many categories of electric commerce constantly "bargain blood" still make when the gross margin decline, the IPO and then back to loss.

Guoqing said that the main loss is the gross profit margin, while the department store costs increased but not to profit point.

At present, when revising some of the department store business in the early attempts in the strategy, mother and child and home textiles positioning for the Department of Business Focus, Guoqing said when will be in a number of key subdivision areas of the force, this is also consistent with his pursuit of the first three of the theory of single category.