Keep Selling books? From the Four Seasons earnings analysis when the future development prospects

March 7, Dangdang announced the latest issue of earnings, data show when the fourth quarter of the total revenue of 1.6 billion yuan, 31% year-on-year, at the same time, Dangdang continued to net losses, the loss degree of about 120 million yuan, but slightly narrowed. On the whole, Dangdang's performance in the fourth quarter of 2012 was pretty good from the data. But these figures are not amenable to scrutiny, because from 2012 the overall development of the electric business industry, everyone's average level is the growth 60﹪, when a little backward, and now when the development of the limitations are still many, even in the book and audio-visual industry to do well, but also difficult to cover the kind of expansion of the embarrassment, So there are still a few things we need to understand about our earnings.

When the brand image still needs to establish

We all know that when it came to relying on books and trading, but the development of the current, analysis of the earnings, audio and video books sales still accounted for the main proportion, in other words, when the 2012-year platform open strategy did not play its role. At present in the hearts of consumers, when the book is still the first choice to buy and sell, but to remove books, when not everyone is the first choice of online shopping, or even the second third is not. These conditions can also be seen from the data, when the proportion of groceries supplies accounted for total revenue from the 2012q1 33.9% to 2012q4 37.22%, the promotion ratio is not obvious. So when the future wants to make a comprehensive platform, there are still many ways to go.

Profitability remains to be seen in the market

The fact that businesses don't make money is one of the things that makes investors upset, since the success of Dangdang IPO, this is the sixth quarter failed to achieve profitability, the current when the market value gradually lower, so that outside investors are not optimistic about the future development, although when the current carrying on the book there are about 1.4 billion of the money, but the face of the big environment of burning money, When the future is really difficult to say. Second, because books and audio-visual products belong to a high standard of products, entry threshold is very low, a few price war book audio and video products are significantly lower gross margin, for most of the revenue is the book audio and video products Dangdang, and its gross profit margin from the 2010q4 22.4% down to 2012q4 13.4%. and secondly, the book audio and video products in the capital market is a lower unit price products, this part of the crowd purchasing capacity is poor. So when you want to continue to live in the electricity market, to enhance their profitability is critical.

Open platform is a little late

You're welcome to say that when you miss the best chance of an open platform, because look at when the open platform strategy is realized from 2012, this is already involved in the platform strategy of Beijing East, Taobao complete structure is not a threat, and user groups have been fully formed, the market has no excess absorption capacity to accept when, So when the implementation of the open strategy is not so much a piece with other electric platform, to say is to self-help measures. These from the data has been shown, 2012 Jingdong Mall pop platform sales between 12.015 trillion, and the cat platform sales of more than 200 billion. Even compared with the newly-acquired Suning, the attractiveness of Dangdang's open platform has been slightly tarnished.

However, when faced with the dilemma of self-development and did not have a fight, from the current grasp of the situation, when still looking for a suitable way of development.

The first is settled into the cat and other third-party platforms, through the cooperation of both sides to enhance their brand value and visibility, pave the way for their own brands.

The development of electronic readers, since everyone's understanding of when the main focus on the sale of books and audio-visual products, so as went ahead, continue to tap this part of the market, and when the listed e-readers can be seen as the market involved.

Increase marketing efficiency, compared with 2011 years, when the proportion of marketing costs in the revenue from 5.6% to 5.2%, even so, when the proportion of new users is still increasing, this proves that when in the marketing strategy more efficient.

The establishment of own brand, when the excellent product can be seen as the last retreat for their own, and after the implementation of the Open platform strategy, when the excellent product also has a certain development.

Continue to improve the logistics system, in 2013, when it will increase in Beijing, Shanghai, Guangzhou and other front-line mature logistics facilities, gradually improve their logistics and distribution, improve service quality.

Above is only the Jingdong Mall coupon Webmaster http://www.84ju.com/own views, welcome everyone to Spit message and exchange.