Dangdang is becoming a typical sample of platform electric quotient differentiation strategy

Absrtact: One of the business enterprises, Dangdang was once regarded as a steady growth of the representative of the electric business, its adherence to the principle of some people look like Don Quixote, but more and more signs that the refusal of the real estate bubble for the pursuit of Dangdang is becoming a platform of electricity quotient difference

One of the business enterprises, Dangdang was once regarded as a "steady growth of electric dealers," the representative, the principle of its adherence to some people seems to be like "Dongi", but more and more signs that the "decline of the real estate bubble" as the pursuit of Dangdang is becoming a typical platform for the difference strategy of the model sample.

Is Dangdang really running slow?

To scale growth rate, Dangdang total turnover in the first quarter of this year (GMV) growth rate of 54%, of which the platform clothing category GMV reached 550 million yuan, the growth rate of 116%, the overall platform GMV growth of 103%, general merchandise growth of 71%, the overall growth rate is still higher than some new Jin electric. To the number of customers, Dangdang active user number is 21 million, ranked among the top three. To product line, Dangdang in the market share of the absolute leading books, has opened up a rapid growth of clothing, baby children and other department stores category.

More importantly, Dangdang mature a category development, a category of category focus strategy, as well as between the business and business-to-business 2C to seek a balance between strategic tactics, but also more and more is seen as a platform for the healthy development of electric business path.

Logistics big speed up 400 cities realize all day reach

In many platform electric companies have to spend huge sums of money since the establishment of distribution team, Dangdang insisted on the socialization of logistics routes, will be completely outsourced distribution, and large-scale logistics courier company to reduce distribution costs. The biggest cost-logistics, in the Dangdang show a good controllability.

Not long ago, Dangdang "Galaxy No. 1th" Tianjin Storage Center officially put into use, Dangdang announced in the country 400 cities to achieve "111 full day" service commitment, that is, "11 o'clock in the morning before the day of arrival, 1 o'clock in the morning before the next single day up." On the same day, Dangdang also with a three-step logistics partners to sign a strategic agreement to further promote nationwide delivery speed and service promotion.

Unlike other manufacturers ' self-built models, Dangdang using the "warehouse self-built + inter-city with the city outside cooperation" model, since the establishment of warehousing to build the key node of the national logistics, inter-city transport and city distribution to take an open synergy, outsourcing integration strategy to break the traditional drawbacks of the pipe piece, the formation of logistics, data and management of one-stop, Thus, it is faster and cheaper to implement than the self built mode.

In the self-built warehousing, Dangdang warehousing director Qiang introduced, has been in the country to promote the rapid improvement of the 7 regional warehousing network layout. including "Galaxy 1th", Dangdang has built 29 warehousing center, the end of 2014 will reach 45, 3 years to complete 100 Warehouse logistics center of the construction of cloth points, the focus sank to three or four line city. All warehouses are closed all year round, 24-hour rolling production, the cut-off time from the original Night 9 o'clock to 1 o'clock in the morning, to ensure "111 full day" service speed.

In addition to the increase in speed, Dangdang innovative warehousing mode, self-developed FDC forward Distribution Center, open to upstream suppliers, to provide the nearest delivery, centralized storage, wildcard the national value-added services, effectively improve the supply chain distribution efficiency. The data shows that the FDC forward distribution Center can increase Dangdang arrival time limit by 60%, the sales shortage rate decreased by 66%. At present, the national contract to join the Dangdang FDC system suppliers accounted for 50% of the total network sales.

Among them, "Galaxy 1th" Warehouse Center has 40,000 square meters of FDC front distribution center. "Galaxy No. 1th" for the current electric dealer's largest self-built warehousing logistics park, the total area of 460 acres, the total planning of warehousing 200,000 square meters, a period of 100,000 square meters have been put into use, the second phase of 100,000 square meters in the construction planning.

In order to meet the needs of Dangdang's own logistics, "Galaxy 1th" will provide the platform for Merchants Warehousing warehouse services. Shop in the joint venture that is the third party business goods stored in when warehousing, business is responsible for operating, pricing, promotion, warehouse production and processing to the final distribution to Dangdang. Shop goods can significantly reduce business costs, improve delivery speed, the user experience better.

At the same time, Dangdang also constantly promote the application of new technologies and process innovation to improve warehousing management efficiency. Give full play to the advantages of the Internet of things, the use of large data operations and demand forecasting system, all wave orders can be completed within 1 hours of production. On the basis of the original RF selection method, this year will be in FDC distribution center to promote voicepicking voice picking technology, and further accelerate operational efficiency.

The advantage of socialized logistics mode is obvious

To build a warehouse as the central node, Dangdang and large-scale transport and logistics enterprises in depth cooperation, to create an "open, collaborative" logistics system, to play an intensive effect, to promote inter-city transport, express delivery of the scale and efficiency, so as to achieve faster than the logistics of a step, a wider range.

In Intercity logistics speed-up, Dangdang adhere to the Open Alliance strategy, fully integrate the express bus, aviation and high-speed railway and other social logistics advantage resources, "Ning tube a company, regardless of a driver", to achieve a large speed of long-distance logistics transport.

According to Dangdang Logistics Service Director Zhiyu introduced, the current large-scale express companies have a mature and convenient across the provincial bus system, Dangdang with the help of large courier, transport companies across the province of the shuttle system, an average speed of 1.1 days. In the air, the 2013 National Air new aircraft more than 200, flight 2.8 million times, 2012 annual average growth of more than 10%, lines and capacity growth significantly. Dangdang has been working closely with large airlines to provide special time slots to meet the requirements of long-distance express freight.

In addition, on the basis of the early Sino-Iron Express cooperation, Dangdang will work with China Railway Corporation to carry out electric business train, using more than 1000 lines of high-speed rail, to achieve a more low-cost cross-province day delivery, such as from Beijing to Guangzhou not more than 24 hours, the cost is expected to be lower than 10%

Statistics show that, after the speed up, Dangdang full network delivery absolute punctuality rate of more than 98%, the first-tier city Dangdang logistics costs per order not exceeding 4 yuan.

Most people in the logistics industry believe that the efficiency of socialized logistics is higher than that of self-built logistics. According to statistics of the logistics industry, the distribution cost of open logistics can be reduced by about 20% compared with the self-built logistics.

In addition to cost-efficiency advantages, "anti-risk" is the main reason Dangdang use of social logistics. Compared to the construction of logistics and distribution, Dangdang socialized logistics system more flexible order processing, more risk-resistant ability, for the growth of the three or four-line market is even more so. According to the relevant institutions, if the daily delivery of less than 800 per region, then the Self-built Courier team, each delivery cost of 13-15 yuan, can not be profitable.

Improve service efficiency with refined operations

With the June version of the iOS mobile phone when the online, Dangdang from the mobile end of the number of traffic and the number of orders also appear blowout situation. June Dangdang from the app's orders accounted for 30% of the total order, and in the "6 18" big promotion day, Dangdang wireless orders accounted for more than 40%. According to Dangdang insiders forecast, by the end of this year, when the wireless order ratio will be up to 50%, and this year's Wireless division staffing budget is still maintained at 50% growth.

Dangdang in the mobile end of the growth of orders, in addition to new flash and mobile shopping coupons and other factors, simplifying the shopping and payment process may also play a role in promoting.

In the refinement of operations, when there are several data worthy of concern: one is the new customer costs, 2013 Dangdang to obtain the average cost of users in 24-27 yuan, far lower than other platform of the electricity quotient, the second is the conversion rate, when as high as 7%, for the highest in the electricity quotient.

Dangdang sophisticated operation means there are many, for example, after the last two years of optimization, when the search band rate increased by 35%, Dangdang's total traffic, page traffic, 50% from the search, personalized recommendations for Dangdang's sales also increased from 11.5% to 15%, the increase of 30%. There is analysis that, from the refinement of operational results, Dangdang profit rate there is room for improvement, the future will be able to increase from the current 1.1% to about 3%.

Similar examples include: when the local warehouse independently developed the supply chain scheduling algorithm is applied to all parts of the warehouse, improve the accuracy of the renewal of replenishment and customer order satisfaction rate; Warehouse store and FDC inventory resources sharing, improve inventory utilization and turnover;

Optimize the market channel input structure, focus on the channel input with relatively low flow cost, such as when the Alliance; Through the large data mining and positioning of the user needs, to achieve the multidimensional automatic change of goods; Mobile end to join the recommendation algorithm function, so that the number of wireless orders accounted for a significant increase, etc.

Industry insiders believe that by category optimization to improve profitability, by fine operation to reduce operating costs, is the essence of Dangdang model. When it is not as simple as some electric dealers to pursue sales scale, but its robust category focus strategy and meticulous operation of the road, in the current electronic business groups are still not out of the shadow of the loss of the situation, perhaps the best path choice.