"One-to-one" marketing is the trend of electricity business

Dangdang in ensuring that the book category in the industry in the absolute advantage, but also vigorously develop apparel category. At the end of the 2013-year Eric Annual summit, Dangdang CEO Guoqing on the books, clothing category existing problems to read, in his opinion Dangdang selling books experience in the field of clothing.

Renewal forecast resolves backlog

Yesterday, Guoqing disclosed Dangdang 2013 important category of sales target, including books, clothing become this year's one of the main point, to strive to break 4.5 billion yuan, to kill into the apparel network before three. But at present, China's clothing industry backlog is too serious, clothing category as the main http://www.aliyun.com/zixun/aggregation/9764.html Dangdang this year, "> Development direction, buy a book start Dangdang How to solve this problem?"

In Guoqing's view, the book industry itself is a huge backlog of industry, and books than clothing, it is characterized by the backlog, the book is not up to material costs. "Dangdang is not afraid of the backlog, because we have introduced a practical renewal forecast." ”

Dangdang began to platform, facing millions of goods, how to solve the backlog problem, but also guoqing has been thinking of the problem.

Guoqing that the prediction of the commercial revolution is a very important means, the advent of the Internet to help manufacturers to solve the problem of forecasting, "after all, the traditional circulation industry can never have traces of traffic, click Traces can not have the traces of the band rate, it is not possible to have a favorable impression." ”

For this year's another major point of clothing category, carefully prepared for more than a year guoqing also confident, "clothing business is afraid to talk about returns, but when these manufacturers will be the backlog of goods to the only after the product return rate of 35% can be accepted, this is the only product will be the cause of the surge. ”

"One-on-one" marketing triggers a revolution

"One-stop marketing outside the station is a revolution in E-commerce." "For Guoqing and Dangdang, the effect of personalized recommendation is significant. According to Guoqing, now Dangdang personalized recommendation of the sales ratio has risen from 11.5% to 15%, an increase of 30%.

"Consumers from Dangdang out, may be in Sina, Sohu's parent-child channel stroll, and we can in response to this point to consumers to recommend related products, or tips related products to reduce the price of information, or to tell you the service has improved. These stations outside the station one-on-one marketing, E-commerce is a revolution. ”

Guoqing said that "one-to-one" marketing is a traditional business dream, but due to a variety of restrictions can only be classified marketing. Nowadays, with the development of technology "one-to-one" marketing can be realized in the present, consumers see personalized mail, Product push, are only personalized recommendation of a form, "there is a large number of collaborative filtering, but also a large number of business considerations."

However, Guoqing pointed out that China's media advertising fine, still stay in the selling time, selling flow, selling location, display fees, not really click or according to sales charges. At this time we can only with a lot of precision agent outside the station to cooperate.

Understand Chinese readers better than Amazon

In the past two years, with the rapid development of Jing-dong, suning and Xun network, the competitive environment facing the incumbent electric dealer is becoming increasingly serious.

Guoqing admitted that Dangdang was really busy price war and service war, for the Internet exploration too little, but Dangdang is always the domestic first-class electric business. Guoqing said, "We say Dangdang's traffic down, I see the iris data Dangdang basically still in the top three, let Dangdang exit the first three is not easy." There are several other data recognized Dangdang's flow rate and conversion rate is the highest.

Guoqing revealed that Dangdang after a year of optimization, the search band rate increased by 35%, currently dangdang total traffic, page traffic, 50% from the search. "We do maintain a bit of a lead in this area, and some people ask you if you can get ahead of Amazon?" We continue to study the Amazon United States, in this respect after we study, we absorb learning faster than the Amazon China. "Beijing commercial newspaper reporter Wang Yuyi