Dangdang listed 4 years in a daze The Jingdong took the position of boss books

listed 4 years, Dangdang’s pace is getting slower.

the past two years, the market focus on Jingdong, vip.com electricity supplier upstart who, even Dangdang has been proud of the book market by Jingdong to seize the.

Dangdang slowly marginalized.

at the end of 2013, according to Analysys Ai Rui, the authorities jointly issued the China B2C market share report, dangdang.com ranked eighth, the market share of only 1.4%, behind Tmall, suning.com, Jingdong, Tencent, the electricity supplier Amazon Shop No. 1, vip.com, Chinese.

in August of this year, the story has never been a lack of Li Guoqing to the capital market dished out a new story: Dangdang announced today to enter the field of hot fashion electricity supplier.

however, Rome was not built in a day, in the opinion of the electricity supplier industry analyst Lin Xunmiao, eager to transition dangdang.com challenge a lot, such as brand image need to be updated, the lack of channel sink strengths, mobile terminal strategy is not clear, the user to repeat purchase rate is relatively low.

loss for the ten consecutive quarter

as everyone knows, the first gold dangdang.com from the books. However, this is only 30 billion of the publication market in the eyes of the retail electricity supplier has become a piece of fat.


, a focus on the book market price war is anchaoyongdong.

November 2010, a month before the listing on dangdang.com, Jingdong category expanded to books, to fight in the book business, claiming that the book department is not profitable for five years, against dangdang.com at a low price, and by virtue of self logistics experience the advantages of dangdang.com Book threat; in 2011, suning.com opened the book channel; in June 2012, Tmall online bookstore. Online book e-commerce market, industry competition intensified.

in this field takes 3 years of book price war, the electricity supplier upstart who broke the old dangdang.com monopoly in the field of books.

now, online shopping is Dangdang, Jingdong and Amazon three points of the world situation. At the same time, Jingdong in the field of books and Dangdang is also getting smaller and smaller. "No accident, then, Jingdong books in this year is likely to surpass Dangdang, become the first." Lin Xunmiao said.

from the end of 2010 after the listing, by the impact of the price war books, dangdang.com gross margins continue to decline in the fourth quarter of 2011 fell to 10.5% bottom, the fourth quarter of 2011 to the fourth quarter of 2012, gross profit rate remains low. 2013 began, Dangdang’s gross margin began to rebound, but the rebound is not very large, has been maintained at between 17% to 18%. As of the second quarter of 2014, Dangdang gross profit margin grew slowly, only about $18.3%.

market share has been swallowed up, the first sleeping lion finally awakened initiative. "But it’s a bit dull,"

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