Guoqing: To build the advantage and the threshold

April 3 News, Dangdang CEO, "Electric Business Big Mouth" guoqing recently in the Billion Bang Power network United Henan Province Business Hall held the "ninth session of China SME E-commerce Conference and 2014 China (Henan) cross-border Trade E-commerce Summit" to express their own E-commerce competition, the latest views, One of the most important is the category of differentiated competition.

Guoqing that, regardless of cross-border or domestic trade, online or offline, differentiated competition is very important to build advantages and thresholds, do not walk the past decade of the old road of electricity. Once again, he "looks back" at the domestic electric dealers in the past few years encountered several categories of homogeneous competition, such as Jingdong, Taobao launched the book War and mother and child supplies war, and this year's Hot cosmetics war.

"If Jing Dong did not play book War, and do cosmetics, there will not be today's poly-beauty products; If Amazon does not play book War, do food, there will not be today's shop No. 1th." Guoqing smiled. No matter how big the big guy is, he says, it's impossible to make every category the top three.

Guoqing revealed that Dangdang once opened a strategy will decide whether to cut into the 3C digital domain, but ultimately decided not to do, because offline profit margins have been very low. Later when the choice to cut into the higher margin of clothing category, now clothing is Dangdang's profit category, an increase of 150%.

Guoqing also put forward a long-term existence in the field of electrical business cognitive misunderstanding, that is, "first sell not to make money of the standard goods, the flow is big enough to sell do not earn, and then sell the high margin of clothing." He firmly said that when not through the sale of beverages, cereals and oils and so on low Maori goods, such as the way to drainage. "I went to the beauty survey, grain and oil rice and rice is usually only 2%~3%, or even 1%." So I said, when it is not allowed to sell beverages, cereals and grains, we should buy drinks, or go to shop No. 1th. ”