Speed War: The competition for the world is escalating again

Since April 1 this year, Dangdang has stopped all ads in Baidu and search for the launch. Will this result in the flow of Dangdang? There have been doubts in the industry, and guoqing another plan.

Recently, Dangdang announced that, starting from April 6 in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Wuhan, Zhengzhou seven major cities to achieve "one day two take, all single meet" of the date of arrival services, the day reached an unprecedented coverage area. This one for the "Flash plan" strategy, Dangdang to stop Baidu advertising intention also revealed the truth.

Originally, Dangdang compressed Baidu's tens of millions of advertising fee, is to concentrate financial resources, one is to let consumers, the second is to upgrade the logistics speed, so as to change the user's shopping experience. From the end of the price war, to the current speed war, Dangdang continuously active attack, led to a second upgrade of the competition. The impact of the Flash plan on the industry is predictable.

Why can online retailing change so many people's shopping habits? One is to buy cheap, and the other is to buy easily. Therefore, compared with the traditional retail, low price is not the only competitiveness of online shopping, it must be in service to let consumers really feel: online shopping without distance.

Online retailing has been developing for more than 10 years, and the consumer's net-purchase experience has shifted from price to service. At the beginning of this year, the impact of the Spring Festival travel makes it difficult to maintain high-speed operation, the network to buy a family can not afford time, turned to the traditional retail market. Throughout the country, this phenomenon is not individual, but widespread, highlighting the network to buy a major weakness of the industry, namely: the Logistics distribution system is not perfect, online shopping services encounter serious bottlenecks.

To this end, Dangdang, Suning easy to buy, new egg nets and other mainstream to pay attention to the flow of logistics speed and warehousing layout. For example, Dangdang has been structured in addition to China post outside the largest distributed logistics Express network, and the first open logistics open platform, greatly reduced the logistics of a large number of small and medium operators threshold, so that more users can bid farewell to the next single after the bitter and other goods depressed.

China Internet Research Center data show that 2010 domestic online shopping crowd size has reached 140 million, the network to purchase experience more and more demanding. China's vast territory, the market is huge, so that users faster and more convenient to get the goods, in order to ensure that the national users no difference in consumption. Dangdang in the seven major cities to achieve the first "day Tatsu", not only the upgrade of their own services, but also to the industry to improve the shopping experience of the strong promotion. The day Tatsu can make customers feel, Dangdang is around the department store, from the orders to receive goods, and the traditional retail does not differ, not only to meet the needs of book users, but also to meet the growing demand for department stores users. So online shopping, both convenient and cheap, why not?

The more concentrated the logistics, the greater the scale. In the long run, Dangdang's "flash plan" is more competitive than the price war, further raising the competition threshold of the Business-to-consumer, which will promote the optimization and transformation of the whole logistics distribution system. If the day Tatsu services can cover more cities, supplemented by free door-to-door returns, refunds and other services, then, Dangdang will be able to continue to maintain the leading edge in the future competition.