Dangdang Stepped Up Its Efforts In Clothing Category.

< p > in the field of electric business, < a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a", 3C and other categories have been fighting the price war with wind, fire and fire.

Since last year, Dangdang's own brand "Dangdang top quality" has been launched this year to launch the flash purchase platform.

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< p > "at present, the profitability of clothing has caught up with books.

Our clothing category (revenue) target is 10 billion.

Dangdang CEO Li Guoqing seems to be in a position to make a profit without making a timetable, but it is just around the corner.

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< p > customer choice rather than customer choice < /p >

"P" with the starting of the online book business city is now the first domestic listed business enterprise, but only by book plate can not meet the needs of Dangdang long-term development, in fact, in 2005, Dangdang began to gradually expand the product line, now mainly divided into media, department stores, platform three business.

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"P", "we choose strategic categories every year. The most important thing is profitability. Even if we don't earn money now, we will be able to earn next year and what scale we can earn."

Dangdang CEO Li Guoqing told reporters in the south.

This year's clothing category has become the focus, especially in May this year, the end of the line will also flash buying business to do a good job. After just a week after the launch, the sales volume is 100 million, and the share price that Dangdang has been hovering around 4 dollars has soared to 9.46 us dollars at the end of this Tuesday.

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< p > for this, Li Guoqing explained that, apart from books, clothing department stores averaged 85% growth in the last quarter, a bit higher than the Chinese electricity supplier market.

"The first choice of clothing is its profitability. From factories to consumers, we can make profits to customers and earn money, which is indeed a good category."

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< p > according to its 2012 full year financial report, the total turnover of Dangdang department store business (self added platform) reached 1 billion 150 million yuan, and the total paction volume increased by 95% annually for the first time, exceeding the book's 930 million yuan. "Dangdang has completed the pformation to the comprehensive shopping platform."

Li Guoqing admitted that at present, Dangdang clothing profitability has been catching up with books.

There is no doubt that clothing will exceed books next year, while Dangdang clothing category (revenue) target is 10 billion.

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< p > according to Li Guoqing, for clothing search ranking problem, Dangdang goes out of the way different from other clothing selling websites. Clothing category is not sorted and displayed according to simple search. "It is not buying rank in front, or low price in front, but according to brand orientation.

In fact, brand players are very concerned about which brands they are next to, and if you are low, he will not come.

We are not only different from high-end positioning in Tmall, but we still choose for customers, not for customers. "

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< p > abandon self owned brand and start platform business < /p >

< p > "self clothing has not been done," Li Guoqing said. The main reason was that it was launched too early.

It is reported that Dangdang own brand "Dangdang top quality" released in May last year, there are 7 categories of clothing, cosmetics, home textiles, bags and so on. However, in the middle and low end of Dangdang superior products, the design and production of clothing brands were stopped when it was launched less than half a year ago.

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< p > Li Guoqing thinks that from the rules of the retail industry, only when the sales volume reaches 10 billion yuan, is it suitable for its own brand, because there is enough user support to make the value of its own brand high.

According to Li Guoqing, at present Dangdang clothing category all introduces third party sellers, positioning the high-end market.

However, when making the fashion platform business, it is inevitable to compete with the traditional electricity suppliers. This is not only the competition for users, but also the competition among brands.

He frankly said that Dangdang traffic is less than Tmall, but Dangdang conversion rate and customer price are 30% higher than Tmall's.

He also revealed that at present, only 20% of active customers buy clothes, and 50% are pure new customers.

"When we define brand development, there are several brands of teachers who say that selling clothing must connect the emotions of the original customers buying books with the" why they want to buy clothing ", including tonality.

In our key page, we must focus on what not to push, and really push it according to its tonality and the reasonableness of its price.

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< p > Li Guoqing said that the increase in gross profit margin of Dangdang is also due to the rapid growth of < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > plate.

Turning to the question of profitability, he admits, "platform growth brings commission income to profits and then returns to calculate when profits will be made.

We are still expanding the market, we are making a balance, we hope to speed up a bit faster, we will not make a timetable for profit, but we will be ready to make profits any time soon. "

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