Guoqing three major strokes when the situation can be reversed?

Summary: Ali a single big, Jing Dong desperately chasing, Su mei High-profile net, vertical electric business has become the basic situation of electric business, Dangdang boss Guoqing has changed the style of the past no longer frequently update micro Bo, because there are more important things waiting for him: vibration

Ali a single big, Beijing east desperately chasing, Su mei High-profile net, vertical electric business has become the basic situation of electric quotient, Dangdang boss Guoqing has changed his style no longer frequently update micro Bo, because there are more important things waiting for him: revitalization when.

Dangdang is not like the only product will be, poly-US-like by the capital market to see, the core can be grouped into two: No more aggressive price war market, will not like to tell the story of opponents.

At the same time, Guoqing's business philosophy focuses on process justice, electric dealers common water injection, cowhide and edge method is very repulsive, recently interviewed also said to adhere to a few principles: do not brush the volume of transactions wholesale, pay attention to the quality of real users and users, do not buy fake traffic and low value flow, which makes Dangdang in the market data is very passive, Not be liked by the capital market.

Guoqing should not have conceded. When performance is healthy and there is no debt problem, sustainable profitability is more pronounced. Q2 earnings Reality when the net profit of the quarter 28.8 million yuan, a record of the highest value, the same year, the increase of 14 times times, this is when the continuous 3-quarter operating profit. When the first half of the book business net profit of more than 100% per cent, net profit margin than the United States excellent products, gross margin and only goods will be flat, reached 24%.

When it comes to making sure that the core business continues to make money as a cash cow, prove that you have the future. To this end, Guoqing also released three major strokes, in order to reverse the external as "marginalized" when.

First trick: Betting on wireless, 40% end of the dead command

Wireless is the Internet in every field of the future, the electric business is no exception, Ali, Beijing and east are desperately grabbing mobile entrance. Ali has a strong financial resources, in the IPO when the mouth of a large purchase mobile business, micro-Bo, Gould, UC in a bag of income, Beijing-East and Tencent, the marriage of a huge gamble micro-letter can bring the endless stream of mobile orders.

When immediately without the capital advantage of the giant and no Tencent such godfather, had to rely on their own.

Q1 when the proportion of wireless orders is only 14% in the wind, April guoqing "in danger," set up a wireless division and as general manager, "move first" into unwritten regulations. Guoqing Junlingzhuang, "If June, wireless orders accounted for less than 20%, the end of the year less than 40%, I resigned as CEO of the post." ”

In the implementation, through the app rapid iterative upgrade constantly improve the user experience, on the phone to do a good job snapping and flashing business to grasp the needs of users, World Cup marketing, mobile order rebate from the promotion level allows users to choose mobile app. When the wireless battle: Q2 Mobile order ratio has exceeded 22%, the peak value of more than 35%, significantly more than the Beijing-East 618 period performance, August wireless order ratio has climbed to 26%, is approaching the end of the target of 40%.

The second recruit: the onslaught of clothing, no longer the Beijing east as opponents

While ensuring that the book is absolutely ahead of the time, when the new category has been explored. Day hundred, clothing, 3C are involved, but now when the focus on the clothing category. Shoes and bags, 3C and beauty makeup is the three categories of electrical business, poly-Mei excellent products and music bee nets swept the United States makeup; Jingdong, Su Mei and Amazon, new eggs in 3C dozen badly beaten; clothing category is also fierce confrontation: This is the most core of the cat category, only the product will flash purchase model momentum, Jing Dong, poly United States actively follow up.

When the layout of the clothing field earlier, guoqing 2012 the end of the "three carriage" concept, books and clothing is the target category, mother and child, home and so is a competitive category, the future opportunities and books and clothing tied. Clothing when playing is "flash purchase" + "fashion" combination of boxing.

May 2013, Dangdang tail goods special sale channel "tail goods sinks" on-line, hit high-end clothing brand. And only goods will concentrate on the end of goods clearance is different, when this year again on the line of the new Flash purchase channel. When has become the only product will contend with the Flash purchase platform. At the same time, when betting "fashion", will be positioning itself as "boutique, excellent products, tidal products, integrated electric platform."

The third recruit: open cooperation, do not do singles alone Wolf

Dangdang as early as 2012 years with 800,000 kinds of books category, and more than 300,000 types of department stores into the day cat. Because of the platform strategy, when the existence of a competing relationship with Ali, the choice of the cat is a rare interaction between the electrical quotient. In addition to the day cat, when with a shop and other vertical electric operators also have good cooperation.

Another point is the transformation from proprietary to platform business. Although Jingdong is also taking this road in support of pop business, but because of its self-electric business + self-built logistics positioning, platform business and proprietary business of the mutual fight is very intense, when more flexible. According to Q2 earnings, Dangdang two quarter clothing day hundred third party platform trading to achieve 1.43 billion yuan, an increase of 82%, growth and scale continue to lead the book business, higher than the average growth rate.

Now, it is hard to say clearly when it is a platform or a proprietary power provider, clearly it has been clear that the new strategy: to retain the book this strong category at the same time, through the Flash purchase + fashion brand onslaught of clothing category, while trying to mother and child, home, Day hundred to explore the "third category", wireless layout is to subvert the pattern of the place.

Guoqing said, "The Chinese retail market space is too big, the commodity category is too complex, the user level and the demand is too dispersed, the Warring States warlords are the normal, spring and autumn Unified is a dream." "From this sentence can be a glimpse of the electrical quotient of the elder." When ambition is not small: do the Warring states one of the warlords.