Dangdang lowered the mail threshold to draw three or four-line city-sensitive users

Abstract: In almost all of the main proprietary type of mainstream electric power to the lower limit, has lost the Dangdang but killed a engagement contrarian lower free shipping charges, is interested in wooing three or four-line city price-sensitive users. The electric dealers entering the post-profit era are not satisfied with the first-tier cities

In almost all of the main proprietary type of mainstream electric power to the lower limit, has lost the Dangdang but killed a engagement contrarian lower free shipping charges, is interested in wooing the three or four-line city price-sensitive users. After entering the profit-making era, the electric dealers are not satisfied with fighting in the first-tier cities, and begin to pursue the user group sinking.

For the budget-minded users, the recent may be more depressed, Amazon, Beijing East, Suning, such as easy to buy and other manufacturers to raise the threshold of the exemption, the adjustment range on average at 20 yuan. Dangdang instead announced that the book, Daily necessities category minimum free postage limit is reduced to 39 yuan free shipping (covering 2,934 cities nationwide), Northwest 5 provinces (Xinjiang, Tibet, Gansu, Ningxia, Qinghai) full 59 yuan free shipping (covering 377 cities), not enough free transport standard charge 5 yuan freight.

At the same time, when also said will strengthen the distribution of goods to ensure that the self-employed books as an example, Dangdang will buy the publication of consumers Plastic seal, in the distribution process to add "distribution box" application.

In addition, before reducing the free shipping threshold, Dangdang also launched the whole network to buy your "double return" policy. In the same period, the user purchase after signing 24 hours, whether it is Dangdang's proprietary goods, or business goods, if found that its price is higher than the same large electric dealer website (or platform) the same type of commodity prices (not promotional prices), Only users to provide the other side of the site (or site platform of the same store) of merchandise links and single product page screenshots and when the order number and customer service contact, customer service certification, Dangdang will pay double the difference.

Data show that three or four-line city consumers than one or two-line urban consumers more sensitive to online shopping prices, to this end, the industry believes that "Dangdang above two strategies for the three or four-line city users are more attractive, most users tend to be in the platform with low mail threshold for shopping, especially in other electric Shangdou on the transport fee, When this attraction becomes more prominent, for the electric business site, this is the most direct drainage mode.

It is noteworthy that the Analysys International data show that in the mainstream of the self-employed web site, Dangdang conversion rate of 2.35% ranked first, shop 1th and Beijing East respectively ranked second and third. "This explains to some extent that users who are attracted by the reduced freight threshold will have the most chance of settling down," analysts said.

And in the industry development perspective, Dangdang relevant responsible person thinks, "The electric business enterprise should enhance the cost consciousness, cannot ' burn the money ' to pass the cost to the user". In this respect, has been profitable Dangdang has a say, the data show, Dangdang last four quarter net profit of 21.7 million yuan, has returned to profit track. The person further introduced, "the current Dangdang logistics costs decline year by year, the last three quarters per single logistics cost reduction of 8.3%, in the future, Dangdang will continue to optimize operations to reduce the cost of free shipping threshold increase."

In the industry's view, after the profit of Dangdang is expanding the user base, while the mainstream consumer electricity in the one or two-line city competition has become the Red Sea, the user dividend will come from the three or four-line city. Before the listing of many electric dealers, when the first to rob users can increase the profits of other electric dealers and the pressure of the circle. According to the "2013 China Network retail market Ten strong list" data, as of last December, China's consumer network of the retail market Dangdang market share increased by a seventh, accounted for 1.4%, there is still a larger space for development.