Dangdang And Jingdong Mall Detonated Online Shopping Price War

A battle caused by the "neck of the neck"

120 million fire price war escalation

Yesterday morning, Dangdang announced that it will spend 40 million yuan to launch a substantial price promotions from now on, covering books, digital 3C, beauty makeup, maternal and infant products, and many other product lines.

Among the book categories, in addition to the full range of books and videos that have been launched, all the best sellers will further sell the best profit margins, while the digital 3C products will be substantially reduced. The prices of all the best sellers will be at least 50 yuan less than that of other digital online stores. In addition, the department stores of beauty, mother and baby will also adjust the prices at any time to ensure that the whole network is the lowest, and that some of the products will be reduced to zero gross profit or negative gross profit. "~100"

Dangdang's move has been regarded as a spearhead for competitors Jingdong mall.

Jingdong mall also counterattacked several hours later, announcing that the sale of books, 3C, daily necessities and other 11 categories of commodities will be launched at the end of the year, with a total sales volume of 80 million yuan.

According to introduction, the total sales volume of Jingdong mall is 80 million yuan, not only for books, but also for 11 major commodities, such as daily general merchandise, food, mobile phone, digital home appliance and so on.

"Half off, forty percent off, clearance sales promotion, value for money rush, brand sale and other activities will be launched in succession. In addition, a number of special products will be launched daily for limited purchase."

As early as December 4th, the Jingdong mall had launched a book price war. The spearhead also pointed to Dangdang. Yesterday, a total of 120 million yuan promotion plan was thrown up by both sides.

"Ban" said "wipe out fire".

In recent years, B2C online shopping mall is hot, and competition is fierce. The battle between Dangdang and Jingdong mall is due to competition for the book market.

Jingdong mall, which once threatened to sell books in 5 years, launched its book channel last month. In December 8th, Dangdang netting on the New York Stock Exchange IPO launched a big promotion on the same day. Obviously, its goal is directed at the Dangdang network, which occupies the largest share of the book market.

Jingdong mall CEO Liu Qiangdong (micro-blog) on the 14 day on micro-blog, with "each book is cheaper than the opponent 20%", to challenge Dangdang CEO Li Guoqing, and on the 15 day in micro-blog, the opponent used monopoly status to send out the mail to the publisher, and ordered him to stop supplying goods to Jingdong mall.

He disclosed that the Jingdong mall will stop the way of direct price reduction and replace it with the way of return, which will continue to bring benefits to users, in order to "protect the interests of publishers that have already worked with us".

For the "ban", Dangdang CEO Li Guoqing remained silent and laughed at micro-blog's "war of words is not the style that Dangdang likes".

Dangdang then told the media that the so-called "mail blocking" came from the hands of a publishing house instead of Dangdang, which was not related to Dangdang.

The publishing industry has directly criticized the book price war of both sides, which has destroyed the pricing system of book distribution. Hou Xiaoqiang, a grand literary CEO, pointed out: "the price war is hurting the interests of publishers.

It's like a drum in the movies, but they beat their drums, but the publishers.

More mall to join the battle group

It is worth noting that at the beginning of the year is the traditional selling season, and the online shopping mall price war triggered by Dangdang and Jingdong mall is gradually evolving into a whole industry war.

Another book sales giant Amazon announced 15 days, and its 800 thousand Chinese and English books were down 20%.

The komba mall, which is controlled by Gome, is also planning to launch a large-scale promotional campaign in the near future. Peng Liang, vice president of the mall, told the new express reporter: "some of the hot commodities will be promoted by 50 percent off, and spike buying every day."

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Liu Qiangdong and Li Guoqing "collar"

December 10th

@ Liu Qiangdong: just now a netizen sent a text message to complain that Lao Liu's book was cheap, but it was also cheap 5%~10%.

I said, "how much is cheaper?" he said 20%.

I said, well, we'll adjust the comparison system, starting next Tuesday, each book is 20% cheaper than the opponent.

December 11th

@ Dangdang Li Guoqing: the price war is a false proposition. We all have price instruments, all of which have no price advantage.

The book reduced 10 points discount only 2 yuan ~3 yuan.

Instead, the book's logistics service is much more difficult to sell than others.

Most customers need services rather than 2 yuan ~3 yuan price concessions.

December 13th

@ Liu Qiangdong: about the book wars in December 14th, many netizens thought I was putting pressure on Dangdang.

In fact, the competition will make both sides stronger! It is because of competition that we will continue to expand the category. We will start building the library in Guangzhou, Chengdu and Wuhan in 24 hours to improve the delivery speed. It is precisely because of competition that we are willing to maintain a 20% price concession, no competition, we will not take the initiative to do this! Is the National Day ready?

@ Dangdang Li Guoqing: they have just about 100000 kinds of books, and Dangdang network has about 600000 books, and 8 of our customers can reach the next day.

But 3% of the customers were delayed for various reasons.

What we want to change is the speed experience of this 3% customer.

@ Liu Qiangdong: on national day, we have 220 thousand kinds of books, and your grab system needs improvement.

As for the delivery speed, the customer has the final say.

Let's not comment.

December 14th

@ Liu Qiangdong: at the beginning of the morning, we have fulfilled our promise, and we have made twenty percent off more on the basis of Jingdong price.

The reason why Jingdong price is not directly reduced is to avoid legal risks and protect the interests of publishers as far as possible. If netizens find that the membership price of any book is not cheaper than 20%, they can report it.

We will continue to reduce the price within 24 hours to ensure that the price is less than 20% until the price drops to zero.

@ Liu Qiangdong: I just received a mail from my colleague. As of 12 noon, book sales exceeded 1 million yuan, and today it is expected to exceed 2 million 400 thousand. There is still a gap between Dangdang and it is only half of them.

We still need to work hard!

December 15th

@ Dangdang Li Guoqing: customers want to get enough 119 yuan is the lowest price: @ Dangdang: he Dangdang network listing, book audio-video full 119 back to 30, 199 full back to 50, 999 to 300!

@ Liu Qiangdong: the monopoly of the book industry can be seen everywhere. The Dangdang family is bigger than any competitor. Since the Jingdong has been preparing book sales for a year, Dangdang has used monopoly advantage to send almost all publishers a ban on sending mail to Jingdong, otherwise it will stop cooperation.

Dangdang and Jingdong Mall Road Map of book Wars

February 3rd: Jingdong mall CEO Liu Qiangdong says it will not be involved in book sales in 5 years.

November 1st: Jingdong mall Book channel test, and dug the former Amazon, vice president of books, Shi Tao, vice president of book acquisition and marketing of Jingdong mall.

December 8th: Jingdong mall, book channel and excellent network also promote book sales.

December 8th: Dangdang landing on the New York Stock Exchange.

December 10th: Dangdang CEO Li Guoqing, in an interview with the media, said "take retaliatory counterattacks" to fight against those who dare to provoke price war.

December 10th: Liu Qiangdong challenged Li Guoqing through micro-blog, saying that "each book is 20% cheaper than its opponent".

December 14th: Jingdong mall Book channel launches "iron brand and above membership price", which is 20% cheaper than the original Jingdong price, and the book wars started.

December 15th: Liu Qiangdong, micro-blog, broke the news that Jingdong had been banned by Dangdang when making books, and said, "you don't take back the ban on national day, and the price of Jingdong will never go back to sheaths!"

December 15th: Amazon announced that "hundreds of thousands of best sellers have dropped 20% on the basis of the lowest price on the Internet," and formally joined the book wars.

On the morning of December 16th: Dangdang announced that it had invested 40 million in a substantial price reduction campaign, and the war was going to the digital 3C area where Jingdong mall started.

December 16th afternoon: Jingdong mall announced that it spent 80 million yuan on book sales promotion.

Reporter's notes

The more you play High, the more High I buy.

The price war is always beneficial to consumers.

The price war between online shopping centers has been a big hit, attracting netizens to sit up and watch. In the major forums, netizens spontaneously compare the posts of the prices of similar commodities of several stores. "More than one piece of money makes a profit". The more discount the mall has, the more it stimulates consumers' desire to buy.

At the beginning of the year, Christmas, new year's day and lunar new year are coming. Online shopping mall has gradually become a new choice for people to sweep goods. As long as price war does not sacrifice the quality of service, we welcome the right price war, let the price war come more violent.