guoqing internal mail: When you will change yourself from the gene, bravely deny yourself

Absrtact: Today, when CEO Guoqing (Weibo) sends an email to an internal employee, he says that when he is going to change from the gene, he will be brave enough to deny himself. Our operation, it is difficult to avoid by the book of thinking about; Our selection is hard to avoid by some sales of good low-end

Today, when CEO Guoqing (Weibo) sends an email to an in-house employee, he says that when he is going to change from the gene, he will be brave enough to deny himself.

"Our operations are hard to avoid by thinking about books; Our selection is hard to avoid being attracted by some of the best selling low-end brands, and my consciousness often stays in ' making clothes ' instead of ' doing fashion '. "Guoqing to when to tear off the book dealer label exerting the field of clothing problems so exposed."

Now, when has passed 15 years, is called the Chinese electric Business profession veteran. But to the outside world has been to "buy books" the image of the electric business. Currently, when trying to get rid of its mere label as a book dealer. Right now, when the home page on the clothing category has occupied the visual center.

Last May 7, when the online flash sales channel when the tail goods, the main push-tail goods flash purchase mode. Early June this year, when the launch of new products, new clothing also added to the flash mode. Recently, when the mobile phone client also began to revision, strengthen the clothing flash shopping business.

Data show that 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%, and apparel growth has been 6 consecutive quarters of more than books.

Guoqing that, for when, the biggest enemy is not the cat, not the only product will, but their own. To "do clothing" towards "fashion", you must inject the "fashion" gene.

It is understood that when the newly established fashion editorial department, the introduction of more than 10 people walking in the forefront of fashion trends, HR department even set up a "staff of the 22 fashion rules."

The following is the original message from the guoqing to the internal staff:

Change yourself from a gene

To explore the path of fashion again

Clothing division of the small partners:

This time last year, we used a successful autumn and winter clothing release laid a foothold in the apparel market. Tail goods, flash purchase, new products from the model to the goods by tens of millions of users acceptance and recognition. Our clothing category also grew to the second largest category after the book, sales growth is the fastest.

However, we still hear the voice of the outside world to question: "Dangdang a company selling books to do what clothes, honest sell books bad?" "In many consumers ' hearts, especially many of the old users of Dangdang think:" Dangdang is a bookstore, I will not go to Dangdang to buy clothes. ”

I think a lot of my friends and I are facing this kind of questioning, and there may be times when you will be worried about the path you are taking. Here, I would like to say to you, Dangdang originally chose to do clothing this category, the goal is to give consumers a better, more refined, more fashionable choice, this is our original intention, we have the full preparation to face the challenge! We also have the confidence to use the leading commodity force, price Force and service Force, let more consumers accept and recognize us!

To this end we must be fully prepared for the psychological, and their own fight an uphill battle!

One, bravely denies oneself!

It is undeniable that in the past two years, the past, the success of the book has brought apparel nearly 200% of the rapid development. But now, our operation, it is difficult to avoid by the book of thinking about, our selection is difficult to avoid being some sales of good low-end brand attract, my consciousness often still stay in "make clothes", rather than "do fashion."

Inherent in the "high-quality" gene and successful experience, has helped us take off, but if it has become a bottleneck, we must bravely face, accept, or even deny it! From the fundamental consciousness of their positioning into the "fashion electric", inject new genes, to seize new opportunities!

Two, dare to challenge themselves!

For us, the biggest enemy is not the cat, not the product, but ourselves. The truth is simple, and the difficulty is whether dare to challenge themselves, know whether to detect their own short board!

To "do clothing" towards "fashion", you must inject "fashion" genes! Not only to see fashion, understand fashion, but also wear fashion, play fashion!

Our newly established fashion editorial department has introduced 10 professionals who are leading the fashion trend. They are experts not only in the choice of products and to provide consumers with the recommended wear, their image in the company has formed a beautiful scenery. Next we will also wide range of fashion people to join Dangdang, for us to inject fresh blood.

I hope that the clothing division on the hundreds of small partners can be in such an atmosphere driven, so that their more tide, more fan son, so that the whole company's fashion gene expansion!

Our HR department specializes in the "staff of the 22 fashion rules", said is the army, but not a strict terms, hope to give you some guidelines to establish fashion awareness. Challenge yourself and reshape your genes!

Third, efforts to reshape themselves!

All our efforts are in order to make their own hit the fashion trend, to provide consumers with more products, excellent products, tidal products, professional electric platform.

The challenges the company faces, but also the challenges of every small partner, and the company's growth is the result of every employee growth cohesion! The process of reinventing the Dangdang, for each of the small partners Dangdang, is a growth and transformation opportunities. In this era of hero-building, every person will have their own stage to play!

Forget yesterday, love today, embrace tomorrow!

Yesterday everything has become history, leaving only experience and lessons!

Today all means the future, holding the work and opportunity!

Everything tomorrow means hope and expectation is success and reward!