Li Guoqing: Switch To E-Commerce To Do Garment Diversion Tmall

　　 It is an old thing to specialize in selling pants.

As early as last year, Dangdang launched its own brand Dangdang top quality products, mainly selling clothing, home, skin care and other three categories, but later Li Guoqing cut clothes down.

"The main reason is that the designers are not satisfied with the design of the team, and the size of the clothing category is not yet in place. Li Guoqing jokes that he is not able to walk on his designer's big trousers. "Selling pants is a thing of the past."

At present Dangdang apart from books, several large categories are clothing, pregnant babies and home textiles. It is understood that Dangdang Book users only 20% will buy clothes on Dangdang online. In addition to the original book users, Dangdang still has many. New client It is urgent to expand.

"Dangdang clothing sales target is 3 billion yuan this year, next year 6 billion yuan, next year sales will exceed books." Li Guoqing asserted that clothing categories would be bigger.

When the reporter asked whether the expansion category made clothes would like to make their earnings better and not so simple, Li Guoqing said: "we are still talking about the past."

　　 Want to pit other electricity suppliers to do Tmall clothing diversion

"I am not." Internet thinking I do not have this courage, in fact, it is also a question of wisdom. Li Guoqing revealed that Wu Ying had advised him to do things on the Internet, but he did not agree.

"Wu Ying told me that the Internet thinking work is front-end free, relying on the back end charges, such as late advertising, value-added services. But I am not the Internet thinking, I have my business judgement ", Li Guoqing is" bluster ": let those people continue to make mistakes.

"I don't want to see investors without any problems. Actually, I want to pit other electric providers. If Dangdang reveals too much, competitors will imitate us," Li Guoqing also called out: "Lao Liu can no longer imitate us and cut down the business that we have cut down."

So, what should we do when making clothes? Li Guoqing's judgement is that clothing category. Gross profit margin High and profitable, and in his eyes, Dangdang's advantage in attracting brands is that customer price and repeat purchase rate are 30% higher than Tmall's. "Our differentiation is positioned in the high-end, a second tier city. When choosing a platform, branding is more inclined to choose a platform that matches the brand positioning.

However, such differentiation does not appear to be obvious. platform The coincidence degree is also very high. Take Tmall as an example, Tmall has more than 70 billion sales volume in 2012, and the number of merchants entering Tmall has been 20000. This figure is almost ten times that of Dangdang, many of which are high-end brands.

"I once told Liu Qiangdong through investors. I hope he doesn't just stare at books. Everyone can make clothes to split Tmall, but this kid doesn't listen." Li Guoqing said that he made early judgments about clothes, but later he did not succeed in his own brand, so he changed his direction.

In Li Guoqing's view, Dangdang first needs to consider why the original book users want to buy clothes here, so that the clothing category meets these users' tonality, while other new users need market promotion. network marketing "

However, the latest data show that last year, China's apparel online shopping market share, the top two were Tmall and Jingdong, Tmall's dominance was obvious, while the old clothing business people were ranked ten. Li Guoqing had to do a lot in order to compete in the clothing online shopping market.