Ten years later, guoqing to "fashion"!

In the 2004, Guoqing and Old (the former CEO of the Network of Excellence, the founder of customer-Prudential Products) appeared on the cover of a magazine, and the headline of that period was impressively: "Who will become the Amazon of China"? Ten years later, aged from "a white shirt" monologue began, take every guest "back on the Road"; Guoqing also to a "autumn fashion show" announced the formal transformation of fashion electric dealers ...

"Listed to find ex-girlfriend" scenery no longer, when the "steady" became fatal

December 8, 2010, as guoqing twice sounded the NYSE's trading clock when it was successfully listed. The day Rose 86.94% to 29.91 U.S. dollars, when the market value reached 2.33 billion U.S. dollars. At that time estimates, guoqing couple worth 546 million dollars, the scenery is no two. Guoqing Hao said "no longer with the tail of a man", the celebration Feast is invited to the ex-girlfriend, as a successful person's mentality can be seen. Then Guoqing also confirmed their "no longer hold the tail of life" words, successively in micro-blog and Jingdong Mall CEO Liu, suspected Morgan Stanley staff, Taobao, Baidu launched a series of "large scale" of the Curse of war, a moment in the network set off a stir. But then when the people unexpectedly entered the silent period ...

Gross margin of up to 23%, the domestic platform electric Pioneer, listed at the price of 29 U.S. dollars, known as "China's Amazon" ... This is the former Dangdang. Gross margin fell to 13.4%, the revenue behind China online shopping overall 66% growth, the stock price less than 5 U.S. dollars. This is the current Dangdang. Why is this situation occurring? The industry has a comment is very appropriate, "the time to burn money to choose a sound!" ”。 When the domestic electric business industry began to crazy "enclosure painting line", financing burning money, when the pop but had a prudent, Conservative day. In a few short years, not only by the cat, Jing-dong continuously beyond, even after the understanding of the Suning system are not. In the face of such a situation, guoqing can only be helpless to say: "The scholar to engage in e-commerce, it is inevitable than Robin born a little bit." "To masturbate."

The share of the book is peering, when it's the most dangerous.

When Liu moved the book this piece of "cheese", guoqing really jiyan. "What do you argue with me about the 30 billion of books in total?" "Guoqing Choke sound Liu," neither strategy, nor sensible. Then, when the Beijing-East book War to open the curtain. This way 50 percent, there is free, here free, there to send the securities ... It seemed that the interminable tug of battle was halted until the publication department intervened. While in the book market, when the boss is undisputed, but according to the Beijing-East Group vice president and the general manager of the book and Audio department, Shi Tao revealed that the Beijing-east book has surpassed Amazon to become the second largest book online bookstore, the share of 28%, only in the 48%. In particular, the opening of the micro-letter entrance, to Jingdong book increment effect significantly, let when there is the feeling of the eyebrows. The layout of electronic data, when it lags far behind Amazon. Before there is no way out, after the pursuers, to book the core pillars of the most serious when the most dangerous.

The 50-year-old man played fashion, and guoqing

September 11, Dangdang "2014 Clothing autumn and winter new conference" officially opened. Guoqing, a 50-year-old man, dressed up in a damp man, took up a T-shaped set with a heavy makeup. On the one hand, borrowing the power of "fashion" also reverses the definition of when books are labeled; Vowed guoqing in public, when the goal is to 600 billion yuan in the clothing market to win 60 billion yuan in the market share. Of course, guoqing is not a groundless nonsense. According to public data shows 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%; in the 2nd quarter of 2014, when the total net revenue was 1.9608 billion yuan, the year-on-year growth of 31.3%, net profit of 28.8 million yuan Achieve 3 consecutive quarterly profit. Most importantly, apparel category trading has exceeded the total platform turnover of 50%, the growth rate has been 6 consecutive quarters than books and other department stores, the fastest growing category. This should be the guoqing.

Not only that, when the first set up the industry barriers, and the Chinese Fashion Designers Association signed a strategic cooperation agreement, according to the agreement, the next year the two sides will invest 100 million yuan cooperation to establish a good designer of the electric business support platform. In this way to ensure that "selling books" when the wind can grasp the trend of fashion and other clothing manufacturers to pull the gap. Spending money and contributing, this guoqing is really hard to fight.

Does fashion make you sober?

When when the halo of China's first public company, it was slowly marginalized in just 4 years, and in many cases it swung back and forth between the "proprietary brand" and "platform". In the face of the fact that the 2011 continued to lose money, guoqing in the previous interview was revealed that "once there is the idea of selling Dangdang." Until the only product will be successful, let when the direction to find a new way, the introduction of clothing special Sale channel "tail goods sinks", with huge traffic, sales to 100% growth rate of development, 2013 apparel category sales reached 2.7 billion, become the second largest category outside the book.

Taste the sweetness of the guoqing decide a war in the end, exerting force clothing, lead when fully to fashion transformation. In late September, Dangdang will launch the chic NOW/GO fashion shopping channel in the mobile client, when the tone and the iwant topic shopping community and so on "the wireless Vogue Sambo", and announced before the end of the year wireless order to reach 40%. It can be seen that when the hope is still to break out of the electrical business all on the clothing and wireless.

Of course, it is still difficult to make it clear that when it is a proprietary or platform electric business, but the transformation of fashion does let when the sober a lot. Brand and category change, so when faced with a greater space, and the development of mobile Internet, but also give the opportunity to subvert the pattern. "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 the words of guoqing, we can see that when it becomes more pragmatic, the current goal should be to get out of the dilemma of marginalization and back into the ranks of the front-line."

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