When it's time to hit a woman's mind

　[Abstract] When it's time to hit a woman's mind, try to make nuggets on a bigger fashion electric dealer's plate. Female users are the backbone of the entire electric power business. However, the future Dangdang also faces many new challenges, such as the new brand image needs to be updated, strengthened, channel sinking lack of advantages, the mobile end of the strategy is not clear, the user repeat purchase rate is relatively low.

Last week, Dangdang released earnings, the second quarter total net revenue of 1.9608 billion yuan, an increase of 31.3%, when the second quarter net profit of 28.8 million yuan, to achieve 3 consecutive quarterly profit.

After the latest financial announce, when the stock price in the past three months soared by more than 40%, in addition to the undervalued market capitalisation, turned to devote to fashion is when the price of a major cause.

In the past year or so, when the stock price has been rising. On August 20, the 14.86-dollar closing price, compared with less than $10 in May this year, rose more than 48% in three months. If compared with last July's lowest share price of 7.6 U.S. dollars, its share price rose by 95% per year.

In sync with the soaring share price, when the label of a book dealer is torn off, it begins to turn to a socialite.

1, Fashion celebrities economic charm

In old Hu's past impression, when the image and its founder guoqing is highly coincident, it is a hard sell books uncle, but now to become a dress of the city fashion celebrities.

"Not only is China's largest online bookstore. "On the evening of August 5, when the official network issued a" statement ", claiming that the September is about to open the road of transformation. "We want to be a culture of the comprehensive category of fashion electric dealers." In addition to books, there are clothes, shoes, accessories, beauty makeup, household items. "At present, when the home page on clothing, beauty makeup and other fashion category has occupied the Visual center, these categories of goods are apparently mainly female consumers to buy."

Now, when has passed 15 years, is called the Chinese electric Business profession veteran. But its market value status is far less than the successor of the United States excellent products and the only product will. All along, when the brand impression of the outside world is a sell the book of the electricity quotient, category single, water less growth slow, and the book market by the Beijing-East encroachment. When you have not been able to tell a new sexy story out, to attract investors interest.

In the past, Lao Hu has heard an industry saying, men earn money women spend money, business only earn a woman's money to earn money. This is not, when nature wants to hit a woman's mind, in order to be in the bigger electric dealer's plate nuggets. When the apparel business is quietly exerting force, become the core of driving revenue growth.

Last May 7, when the online flash sales channel when the tail goods, the main push-tail goods flash purchase mode. Early June this year, when the launch of new products, new clothing also added to the flash mode. When the handset client also starts to revision, strengthens the clothing flash buys the business.

A careful look at the financial results, you will find a significant change, that is, the proportion of products from the book is rapidly decreasing: in the first quarter, when the overall GMV (total turnover) growth rate of 54%, of which the platform apparel category GMV reached 550 million, the growth of 116%; in the 2nd quarter of 2014, Apparel category trading growth is higher than the platform, the two-quarter scale has exceeded the overall platform turnover of 50%.

and clothing growth has been more than 6 consecutive quarters of books and other department stores, become the fastest growing category.

"Clothing on the one hand expands when the category, on the other hand also increased the width of its moat." "When internal executives say that clothing flash shopping is already a key strategic platform in recent years, all resources are focused on the core clothing category.

From the industry, do fashion apparel market is big enough, when the transformation of image positioning behind the Nuggets is intended to "her economy." In the entire power of the electric business, female users are the backbone of the "her" economic consumption and active degree has been very eye-catching. The only product will be through the female "her" economy, sitting on the fifth of China's Internet, the market value of 360. Mushroom Street is also aimed at women shoppers, the transition 8 months time, the valuation has increased by more than 5 times times.

Are you used to being a new image of a celebrity from selling books to becoming a socialite?

2. How to complete the follow-up of the Normandy landings?

In fact, in the two years of 2012-2013, Dangdang adopted the "platform" and "department store" of the transition strategy, from the library to transform into a comprehensive electricity business, and achieved two major balance: the non-book category of sales contributions over the book, book sales and non-book sales balance (40%:60%).

Category strategy is the key to Dangdang transformation and profitability: on the basis of solid book category, clothing as a new strategic category Dangdang, in two years to achieve 550 million to 2.7 billion of the leap.

Now in the three consecutive quarters of earnings show that Dangdang has been out of the price war, in the transition from a sustainable profit model.

However, the future Dangdang also faces many new challenges, such as the new brand image needs to be updated, strengthened, channel sinking lack of advantages, the mobile end of the strategy is not clear, the user repeat purchase rate is relatively low.

There is also a core is, when and why with the only product will contend? Analysys Analyst gives the answer is that the only product will be based on the 234 line, Dangdang based on the high-end positioning of the city of the characteristics of business and quality brands, and the first-line city is also when the original main user group. Only goods will go to sell the mode of sale, Dangdang take the new Flash shopping + clothing Mall + tail-style, through the apparel sales closed loop. Only products will require the entry of brand merchants must have a certain scale, and when the approach is to reduce the threshold of their clothing platform. The same category of items will be deducted points as high as laminatiion, when the buckle point in the 6-10%.

On a woman's way to make a lot of money, when there is a long way to go, but after all, when the departure, on a different mountain, see the scenery is different. The current total volume of transactions and high growth rates, has shown that when the fashion turned to the Normandy landing has been successful, the future is to make up for the short board, further bigger and stronger, the formation of siege potential.

The author of this article is Lao Hu, from the media public number: Laohushuokeji (old nonsense technology).