"Book wars" behind the scenes as electric dealers shrink their book business

These two days, relay publishing house Children's Department Wang Junshe kicked off a message in the network exploded, "Suning, Jingdong, Amazon will focus on 3C business, gradually fade away from the traditional book market." Moreover, Suning, Jingdong no longer proprietary book business, the future or the book sales task to the third party merchants. ”

The doubt floated in another place. From April 21 to May 4, Jing Dong with the whole category of books to promote. According to Jingdong Mall Media contact to the south are reporters, "Jing Dong has since built a publishing house, digital book business is also vigorously expanding, how can it fade out of the book market?!" And Su ning aspect to South all reporter said, "The above news is not true, Su Ning does not have such plan at present." "This is the case on the surface is Jingdong and the traditional book business again entanglements, behind is when with Jing Dong, Su ning rivalry." "The Internet analyst Wang Gang told the south are reporters, relay publishing house early and when signing out, Jing Dong, Su Ning and when why frequently play" book War "?

Electricity dealers shrink doubts about book business

From April 21 to May 4, Jing Dong with the whole category of books to promote, the lowest 50 percent sales. This thing by Jingdong Mall Media contact to come out, is the Beijing East Overweight book business supporting. Put to relay publishing house Children's Department Wang Junshe Mouth, it becomes, "Jing Dong is currently doing book inventory clean-up, such as buy 200 minus 100, while shortening the payment cycle with the publisher." ”

Wang Junshe continue to explode material, "Generally speaking, the payment period between Jingdong and publishing house in 6 months-9 months, but recently, Jingdong book aspect but uncharacteristically press to speed up the checkout speed, but put forward a request, is quick checkout at the same time Hope publishing house give discount. That is to say 800,000 of the book, Beijing East month to account, but only pay 700,000 or 750,000. The request was rejected by the publishing house. ”

"Publishers to Dangdang's supply discount between 50%-65%, and Beijing-east, Suning and other electrical business platform discounts are between 70%-75%." "Dangdang CEO Guoqing earlier in the 15th session of China's chain industry conference," said, "I am in China's electric bookstore industry is really the object of hate." (Book this single), Dangdang accounted for the total network sales of 35%, not only north, on, wide, deep, to Mianyang, Deyang, where is so. ”

Guoqing Frankly, "I am doing book publishing origin, with all over the book business, Xinhua Bookstore, Mister are more familiar with the style of business and the leaders of Beijing and east is not the same." I have drunk several rounds of wine with the publisher's boss and then talk about business. So, when you can get a lower discount, you can rely on the category of books to make a profit. ”

"On the surface is the Jingdong with the traditional book business again, behind the imbroglio is when with Jing Dong, Su ning rivalry." "People familiar with the anonymity told reporters that the relay publishing house has long been with the signing of the" Super Strategic Partnership contract ", the adoption of a 1-year period above the national exclusive issue period. And when the promised partner's book product underwriting does not return, there is even a high sales.

"Book wars" behind the scenes

Insiders believe that the future online book market is expected to be when eminence, and Suning, Jingdong, and even Amazon will fade out of the book market.

Wang Junshe lists three bases for this assertion: first, before the Spring Festival, in the annual book Beijing Fair, Su Ning said after the Spring festival will not book, no longer independent sales of books; the second is that Jingdong is also doing the inventory of books to clean up, while shortening the payment cycle with the publishing house; third, starting in 2013, Amazon China has vigorously developed its Kindle ebook, and by 2014, Amazon's book bookings are far less than last year's.

Of course, Jing Dong, su ning aspect all to South all reporter said, "The above news is not true, the company does not have such plan at present." "Moreover," Jing Dong has already built the publishing house, the digital book business also in vigorously expands, how possibly fades out the book market?! " Beijing East Media Contact person further explanation.

This is a message of conflicting complementarity. And well-known Internet analyst Wang Gang, the parties have their own argument, the key is to see Jingdong, Suning to do book category, can achieve a single product profit? It is impossible for comprehensive electric dealers to continue to make a project lose money, even if the project is to enhance user stickiness. Because, the loss of money to do site traffic marketing fees, may be more cost-effective.

In Guoqing's view, we must pay attention to the existence of the Ali Department, that is, must shrink strategy, Subdivision category. The more you sell, the more you lose. Guoqing to reporters to illustrate, when the listing after the loss of 800 million yuan, where to compensate? "At that time, a roll of paper, people's supermarkets sell 28 yuan, we have to sell 19 yuan, shipments are large, gross margin on a piece of money, but the return rate reached 66%." Logistics costs are much higher than gross profits. Finally, we even said to the user, please do not return, no single can do. ”

If the continuation of this logic, book SKU (inventory unit), management trouble, low gross margin, while Jingdong, Suning is the 3C category of killer Shop + online department store, "book business should not be the focus." "said Wang Gang.

Electricity business books are just excuses for the war?

Of course, the price war of the electricity quotient book is unavoidable, still will continue.

"Price war has many kinds of play, Jing Dong, Su Ning is to take non-mainstream category to compete, forcing when take the mainstream category to competition, you say who can not hurt?" Wang gang to south all reporters as analysis.

Or because of this, Jingdong opened a new round of books to promote, April 21 to April 27, Jing Dong Whole category books full 200 to reduce 60, at the same time there are 20 million electronic coupons for collection, from April 28 to May 4, Jingdong users can enjoy some of the book full 200 minus 100 discount. and suning easy to buy aspect, although not wantonly publicized, South All reporter log In its book to see the venue, the spirit of 99, Changzhou Xinhua Bookstore, Shanghai Yi Bo Books, Branch Yi think books and many other franchised stores are 50 percent of low-priced sales.

Perhaps the real bloody battle has just begun.

[Industry statement]

Senior Internet analyst Wang Gang

Each party has its own saying, the key is to see Jingdong, suning do book category, can achieve a single product profit? It is impossible for comprehensive electric dealers to continue to make a project lose money, even if the project is to enhance user stickiness. Because, the loss of money to do site traffic marketing fees, increase users, may be more cost-effective.

Wang Junshe, director of Children's Department of Relay publishing house

Jingdong and publishing house payment cycle between 6 months-9 months, but recently, Jingdong books, but uncharacteristically urged the press to speed up the checkout, but put forward a request, that is, fast checkout at the same time hope that the publishers to give discounts. These moves are confusing.