People usually call "SpongeBob" "The Year of the Cage"

It's like stepping into a cage. For now, the 48-Year-old Guoqing is in his 4th year of life. This year, he and his under the leadership of Dangdang not only to face the "user gift card Stolen", "consumer orders Disappear", "Casio incident" and other "crisis", but also faced with the transformation of the industry, the mode of innovation, such as a karez.

In fact, from the online bookstore to the online supermarket, and then to the shopping center, in the development of nearly 12 years later, today's Dangdang is by vigorously open the platform, category expansion and the introduction of electronic books, private brands and other innovative businesses to complete the turn of the industry, and in the high-speed growth towards the goal of the scale of and guoqing to Dangdang set the next goal is also very clear: "2013 became tens of billions of dollars of the scale of general merchandise E-commerce site, and to achieve scale profitability; The long-term goal is billions of dollars in E-commerce Empire. "

All questions are the "threshold" that lies in front of Guoqing, and how to cross into a question he has to think about. In this respect, Guoqing's strategy is to open up the platform and take the "Introduction" and "Go out" strategy.

However, when the choice is the open platform before and after the time point, its opponents, such as the cat is also the rapid Force open platform business, which is doomed to guoqing "sill" will be difficult.

Bring it in, go out

In the past two years, China's e-commerce market has made rapid progress, at the same time, the industry competition has also entered the white-hot. In the face of such a pattern, transformation has become the first task of Dangdang.

June 29, Tencent United Dangdang announced, the same day by Dangdang exclusive operation of the QQ network to buy the book channel officially online. In addition, Dangdang pregnant baby channel was officially stationed in July QQ network shopping platform. In addition to cooperation with Tencent, the first half of the Dangdang also allied with Gome, Jiuxian nets, Amoy shoes nets, a Amoy network platform.

March 25, when the United States and Gome to build a professional home appliance retail Platform Gome official online operation, and launched a strong 3C home appliances price war, April 19, Jiuxian Network and Dangdang announced the two sides reached strategic cooperation, Jiuxian network will be exclusive operation Dangdang liquor channel; May 10, Dangdang and a Amoy network announced to reach a cooperation , Dangdang to a Amoy network Open Data interface, while joining the latter's one-pass system, allowing consumers to use Alipay account direct landing when the current purchase.

"Now Dangdang is vigorously open platform, our strategy, one is to introduce, one is to go out." "Guoqing that the next step in the development of online shopping, the core problem or category rich degree, not only cheap, not cheap, service is also important."

The so-called "go out", Guoqing has an image of the analogy: "Tencent, cat traffic than most of us, this is like someone else has a large network of real estate, there are golden lots, then we open a large shopping center, I think this is very logical." "Compared to hit advertising, pull the flow of the promotion of the way, such cooperation can not only save costs, but also to provide users with convenience."

According to the assumption, when the network "Shopping Center", will be similar to the traditional mode of business, brand operators directly into the shop, Dangdang itself does not participate in procurement.

and "Introduction", in Guoqing view, this is the result of strong alliances. "Gome's home appliance procurement costs are very low, we can hardly reach that level." In the book market we have an absolute advantage, as well as the operating experience and the channel, we will not do the introduction of the category, both complement each other, enhance strength, but also allow customers to taste the benefits. "Guoqing also mentioned the introduction of the concept: services must be good, 0 tolerance for fakes, prices must be affordable."

"In this business model, when the positioning is clear," says Guoqing, the open platform model for the store. We don't invite so many businesses like the cat, so we get out of control. We will choose the business we selected, the second we must be around the customer positioning, when only to do the middle and middle-end positioning, the other do not do. Including we sell skin care products, sell do not sell big treasure inside the controversy is also very large, so we do the middle end and middle and high-end consumer groups, for such a large middle class service, we will not take all, selling laws are different.

Layout industry Transfer

In addition to the strategic adjustment to spend a great effort, Dangdang is also exploring the new road, the layout of the industry transfer.

"When the warehouse Logistics center in Wuhan to expand to more than 100,000 square meters." "At the beginning of July, in Wuhan to participate in a forum, guoqing to Wuhan to throw the" hydrangea ", attracted Wuhan mayor Liangzhi to greet each other, stay in contact with each other," About Time "meet details, become writers media hot discussion topic.

At present, Dangdang Wuhan's sales of the country ranked sixth, but compared to Beijing, Shanghai, Guangzhou, Wuxi, warehousing and logistics Center at a time of 100,000 square meters around the area, plus the addition of department stores, Wuhan Logistics Center is obviously somewhat small.

"For when, the central must have a large business center, the first ten years, we look at Beijing, the Pearl River Delta, the Yangtze River delta, when the need to find new growth, we are" premeditated "in Wuhan. "

"Hubei Natural geography advantage is too obvious, but I found that my competitors have a red envelope and reward, if I do not, I in the competition is at a disadvantage." "Guoqing in Hubei, but not satisfied with the preferential conditions in Hubei, he even worried that Wuhan will have regional advantages, will not give more competitive conditions than the surrounding provinces and cities."

"In the expansion of the warehouse in Wuhan, we will ensure that we can send, or even four, a day." "It is understood that 100,000 square meters of warehousing will be divided into two phases of construction, after completion will achieve the central region of 1 billion yuan annual sales, according to the next 2-3 years of sales projections, will reach 3 billion yuan."

At present, Wuhan sales of books on average 9000 daily, department stores daily 3000 single. And when the Wuhan Warehouse has 340,000 kinds of books, in addition, just the expansion of 25,000 square meters of department stores have 30,000 categories, the equivalent of a large supermarket varieties. And in the net sales, books accounted for 60%, equivalent to the domestic publishing house every sell 10 books, 3 are through when.

Guoqing Frankly, before the main focus on the Yangtze River Delta, Pearl River Delta, Beijing-Tianjin-Shanghai area, when the 100,000 square meters of storage construction in Hubei, will cover the central four provinces of logistics, help when the force "in the Triangle." By then, will ensure that the future Dangdang in the central region distribution "Day up", "the next day Tatsu." "I am not saying that I took a technical concept enclosure, just hope that through this opportunity, let Dangdang in the central triangle can have a place." "