Dangdang renamed when, at the same time replaced a pair of red circular Bell logo

A few days ago, Dangdang renamed "when", while replacing a pair of red circular Bell logo, its slogan also from "online shopping to enjoy when" changed to "Dare to do", the new name is indeed more concise, easy to remember, brand loud, the concept of a broader, to some extent, indicating the possibility of expansion when the business area. But now changed its name has no substantial use, and Jingdong cat has long been the difference, want to rely on a new name of the shell to cover up the essence of no real improvement, let me feel really like to hear a joke!

Before the JD.com of Beijing East is refreshing, unavoidably let people think of the former gong Xiao Jing, Liu, this gimmick to earn a lot of eyeballs, and the cat that smart cats are let many learned netizens began to gossip Alibaba and Masonic. Compared to the Beijing-East Cat, Li Guoqing uncle, despite the rough spell, but only this form of action can really save the decline when it? Scandals in recent years, when the serious changes to a reformed, full of "Dare to do"?

Let's start by counting the things we used to be.

Customer Service ruined brand image

The most interaction with consumers is customer service, there is no pre-sales customer service This point and do not say that, the introduction of some goods on the Internet, but probably introduced some of the commodity parameters, performance, appearance and so some basic information, some buyers want to know the details, can not be resolved in a timely manner, buyers can only rely on the senses to buy. And after receiving the goods, After-sale customer service is really "sincere enthusiasm, in the maintenance of credibility and reputation of the company", blindly told the customer "Please be patient", "now can not be resolved." When in the past few years, the bar for consumers to stick to the customer service, it is a minority.

Insufficient Logistics Stamina

The speed of logistics distribution is the most serious part of consumer criticism. At present, several larger companies in the Web, when the logistics distribution link is the most affected. And Jingdong, the only product will and so on this aspect of the problem is not prominent, Jingdong can even say to do very good, the day Tatsu pieces, has been the netizen relish, bright eye of the work clothes is also a lot of points. However, a lot of consumer response, when the current orders, the delay in shipping, many complaints have been ignored, there is a consumer response, when the logistics courier staff attitude is not good, bad attitude combined with not understand the accent are people scratching their heads. Compared to this, only the goods will be able to express the staff can do, if the customer refused or asked to pay after the inspection, still patiently waiting. Have to say, when in the logistics distribution management is indeed a little stamina.

Shortage of books supply

When a wave after wave of promotional activities in the book on the killing opponents, but also hurt themselves. When the promotion caused the dissatisfaction of many book publishers, publishers in the supply to other homes lost the price advantage, publishers in order to protect their own interests will naturally reduce the supply, when there is a serious loss. The price war between the big electric power companies, looks lively, actually breeds the crisis, the user massively loses, even if such low price also did not have the ability to retain more loyal customer.

PR is not a force

Why should it fade out of our lives? In addition to their own business scope, focus on issues such as, there is no timely and effective, and catering to consumer preferences are also related to the publicity. Online shopping for the vast majority of the consumer groups, the population, know what these people like is very important, back to see Jingdong, Suning and so on, in China good voice fire all over the motherland of the land immediately to publicize. The high ratings of the TV series can also see the East Express, even the protagonist's identity is Jingdong staff, this effective implantation propaganda, even if it will make part of the consumer aesthetic fatigue, I believe it is definitely successful. Besides, when the boss of Jing Dong, the two years apart from the Li Guoqing and "Morgan Stanley women" of the empty to scold outside, other times we don't know what he's doing. and Liu, a tomato door, a tea sister, today by the dog, and tomorrow is the date of the explosion, the parties, although it is consistent to keep a low profile and so on, but this " Still hold the pipa half cover face "posture, really to hook up the Jing Dong powder a lot of curiosity, and not good and bad, is and not, at least everyone will always remember Jing Dong, remember Liu. So it is very important to say that sometimes it appears in the audience's view.

This is the past when, there are improvements, there are still bad parts, and when the current dilemma is: The strategy has been swinging, did not form the core competitiveness.

When the strategic swing is most evident in other categories, especially clothing, 2008 and Taobao Mall in the same year to do an open platform, in the discovery platform for certain categories of business brand profits, and hastily changed into a self-mining business model Rob platform business, see only the goods will flash the sale of special selling mode popular, on-line "tail goods sinks" special selling channels, Positioning in the sale of Low-cost brand clothing, and in the Chu Orange, Liu Dao, Pan Apple, and began brewing the launch of its own brand "when Cashmere", run to the Inner Mongolia enclosure to raise sheep.

However, as we all know, the performance has been poor since 2011, when the sustained losses have been developed to a certain scale. Therefore, the follow-up of a series of action appearance earn enough eyeballs, really change the gene is a gimmick, to seek the growth point is true, constantly cut into other categories, strategic wavering, is this reason.

Whether the current operation has improved, but whether the formation of core competitiveness is to be faced with the crux of the problem, when the transformation has been three years, how different from the cat only products, how to according to the characteristics of its book users to dig clothing positioning is the key to survival, when this can be last gasps, let time to witness it!