No. 1th Store enters the book net to buy market big conjecture

May 1, http://www.aliyun.com/zixun/aggregation/8090.html "> Amazon China opened the so-called" this year the largest network of the most of the book promotion, May 1 to May 18, the whole million book push " Full 100 Yuan Li 20 yuan "activities, including the Chinese classical four classics, and other works, both enjoy ultra-low prices and" full reduction activities "double discount. And news the next day dear out a variety of clues: Amazon China book 80 percent activities may be the previous 1th stores to join the online book War strategy response.

April 16, No. 1th store vice President Pan in the unlimited 1th store media meeting revealed: this year, 1th shop plans to add 500,000 categories, and focus on the introduction of books, imported food and other categories. And in the E-commerce industry, the book Field competition has been white-hot. Currently provides book sales of Web sites including Dangdang, Amazon China, Jingdong Mall, which, Dangdang and Jingdong Mall also offers E-book sales.

East Mall in the book network to enter the market, is through a loss to sell books, and when, the excellent Amazon, such as the price war, then, the number 1th shop is also out of what kind of consideration, will be through what kind of strategy to deal with and adjust these books predecessors?

First of all, in the marketing strategy, Pan has clearly stated that the price is only one of the characteristics of the industry, and the core competitiveness of shop 1th is the user experience, so shop 1th should not repeat Jingdong price strategy, and first of all will choose to do Kung fu in the user experience. The reason is obvious, 1th stores "customer experience indicators and pay link" should be regarded as a pioneer in the field of electrical business, but also let users see the enterprise to the user experience to make the core competitiveness of the determination.

At the same time, the choice of category seems to be linked to this. As the e-commerce itself is not subject to geographical, time and shelf-limited characteristics, when an enterprise has grown to a certain stage, it has a considerable size of customer groups. Then, to meet these customers a wide range of shopping needs, must upgrade the service and product categories. In previous reports, his family gege this view of category expansion: "The scale of expansion is not only to enhance the competitiveness of enterprises, but also to meet the diversified needs of customers, through the scale effect of diluted costs, so as to bring customers better prices." As for the category of books, as Pan said: Books are the lowest threshold for users to buy the category, book gross profit margin is very low, but the user experience will only be added.

Secondly, in the business model, it is certain that the "store shop" business model is at least one of the models, there are micro-bo for the card. As Pan burst the market move, the Quick Bag founder, Xu Zhi, said in a microblog that "the contract has been signed with shop No. 1th" to confirm the news. From the cost and user experience in two aspects, "store Shop" This mode of operation has two advantages: first, because it and two enterprises have direct relationship, so in quality, service is more secure; second, the advantage in cost control is more obvious.

In addition, for the introduction of the category of books, I think that the paper books and e-books should be in the 1th store sales platform to meet users. At present, 1th shop mother and child channel has a small number of children's books for sale, China Pictorial Publishing House, Huaxia Publishing house and more than 10 publishers, as well as horn, baby, Bebou and other brand books have been settled, provided by the types of books including early childhood education, Science encyclopedia and other types, has not seen However, from the impact of e-books in society and young groups, and its "handheld 1th shop" vigorously promote the introduction of e-books this form should be beyond doubt. At the same time, the author believes that 1th stores and Jingdong, when, Amazon China and other books in the category of the set will not be exactly the same, should still be related to the user group, and books outside the category has direct or indirect contact with the category mainly.

From last year's mother and child network market competition to today's book network to join the market, E-commerce this has been hot for several years of the market does not seem to calm down the intention, thus also to add a lot of guessing space. Judging from the current situation, 2012 does not seem to be the so-called "elimination Year" of the electric dealers, but the limelight.