Dangdang Li Guoqing: Using The 499 Yuan Reader To Enlarge The E-Book Market

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"In the United States, the reader in the early years was 299 dollars, that is, the money of the ten books has now been reduced to 199 dollars.

In China, Dangdang is planning to break the ice of high price of readers. By the end of this year, the price of readers will be reduced from 1200 yuan to 499 yuan.

With low price and enough challenge to the bottom line of the market, the reader as a "weapon", in promoting the electronic library, Li Guoqing not only has a good sense of integrity, and even has to quickly surpass the opponent to become the leader's "arrogance", they are based on building the largest digital content distribution platform in China.

His bottom line also lies in his own online bookstore. In the channel of content providers, publishers and writers, Dangdang has the strongest appeal because it occupies the largest proportion of the industry.

What kind of market change does the 499 yuan reader mean? "By the end of this year, there should be 1 million market sizes, and regular users can reach this scale to support digital content."

As to whether the 499 yuan is the bottom line, Li Guoqing said, certainly not, it can also reduce the price, 299 yuan is also possible.

Under such a market structure, the price of e-book downloads is naturally concerned. Li Guoqing thinks that children's books can be hit to 80 percent off, professional books can be 50 percent off, and the average should be 70 percent off downloads. In that case, consumption will be 3 times the current level.

By then, the piracy problem in e-book market will be solved by providing more value-added services.

Selling books online can not avoid price war.

From 35% off to 71% off, from the first "cash on delivery", "29 yuan free shipping" to "7 days unconditional return", 11 years later, Dangdang made the industry boss of online book selling and realized the US listing.

Li Guoqing believes that Dangdang's price war is a continuous commercial war. The bottom line is that they should not lower the price of dumping and abide by the "Anti Unfair Competition Law".

"We are more than 35% off, but recently we saw 61% off promotions on Dangdang online. This is a special price book. It is a book that we underwrote in the past. After a time lag, we will take out 61% off, and the sales effect is very good."

In Li Guoqing's view, there is still room for downwards beyond 61% off.

He said that the publishing industry in China is very strange. Over a year's inventory has tens of billions of yuan, and now a restructuring has been brought out to enter the special book market, but it was reluctant to do so.

Therefore, Dangdang net has 71% off books, which is the publisher's special price for Dangdang, which is 79% off when it is given. Of course, it can be sold at 71% off.

Such a discount is a warm market reaction, Li Guoqing said, Dangdang special book city visit is very large.

During the book fair, Dangdang held a supplier conference in Harbin. Li Guoqing said that he tried to mobilize the publishers to offer 70 percent off special prices, hoping to organize 100 thousand special books on the basis of only tens of thousands of kinds of books at present, so that the price books were more abundant.

In the past, some publishers preferred to make pulp, sell waste products, and do not want to come up with special offer books.

Make sure that the real thing is sold.

In addition to selling books, Dangdang is also an integrated shopping center. Everything from mother and baby products, milk powder, toys to household products, skin care products, clothing and so on.

Speaking of whether or not to do some of their own brands? Li Guoqing said that in the field of clothing and shoes are preparing, "why do we start with clothes and shoes? Because the distribution chain of physical stores is increasing at a price level. We invite the discerning designers to come directly to the customers and save a lot of intermediate links, which is better than that of books."

Li Guoqing's confidence in making a department store is that he dares not commit to counterfeit goods.

They buy goods from Yiwu and Guangdong, and buy goods directly from Hongkong, Europe and the United States. "This is the biggest difference from Taobao.

Taobao is the open market market, if you do not understand the phone, you think it is 100 yuan cheaper, but the seller changed the domestic battery.

Dangdang is not the case, fake goods are strictly checked, and some businesses can no longer open shop after we have checked them.

In fact, people who want to buy fake goods are not buying Dangdang.

Li Guoqing regrets that the creation of a consumer trustworthy brand in China is the hardest part. Dangdang insists that it is a century old shop. "In the field of e-commerce, we are very meticulous in logistics, and the cost is the lowest, and we can not afford this price in the whole country."