The revelation of Dangdang's ebook strategy: A drastic approach to alliances

December 14 Dangdang Guoqing received a number of media interviews, again to the outside world confirmed: Dangdang ebook business on the December 21 online. From the current public information, Dangdang in the E-book business has the following initiatives:

√ 50,000 books on the line before the end of the year, priced at 30 percent-50 percent of the paper book.

√ Take http://www.aliyun.com/zixun/aggregation/17710.html "> encryption technology to protect copyright, allow about 3 times of replication forwarding. May be bundled with a paper book.

√ Publish clients that support multiple mobile terminals.

√ with operators and all kinds of operators to take good cooperation.

√ may take supplement measures to launch its own reader, the reader without touch screen, 3G.

√ has been working with more than 200 publishers. Divided into the proportion: publishers and writers in total 60%, Dangdang get 40% income.

On the above information, we can roughly analyze the basic strategic context of Dangdang ebook business:

First, the sense of hardship-why Dangdang to start the E-book business

From the public information, Dangdang to the E-book business as a major strategic move, "This April, Dangdang Digital Business Department upgraded to the Digital Business Division, President Guoqing concurrently Business Department general manager, completed the first book business layout." ”

There is a maxim in the industry: use future management now. To occupy the book industry E-commerce boss position Dangdang, E-book business belongs to "crisis" and "machine" co-exist business, and even have the risk of mutual stroke. There are two big reasons why Dangdang is so concerned about the E-book business:

1, electronic reading for the impact of paper books. In an interview with reporters, Guoqing said: "2018, there is a possibility of electronic reading and the great reversal of paper books." For the book Power business boss, Dangdang had to defend.

2, mobile reading may become the trend of electronic reading. With the rapid development of the mobile Internet, the gradual popularization of smartphones may be the tipping point to trigger electronic reading.

Second, the Channel of Harmony Law: good upstream and downstream relations

In the channel layout of Dangdang, we see clear positioning principle: The book market channel business. In this food chain, Dangdang sees its place in this way:

1, the publishing house, the author as a channel upstream. Dangdang will be responsible for the content creation of the author and solve the copyright, publishing issues publishers as the upstream industry, take 46 of the way, courtesy. At the same time adopt electronic copyright management means, make copyright, electronic channel circulation transparent.

2, the mobile operators, mobile reading base as the food chain downstream, take an open strategy to cooperate.

3, the channel business as rivals, such as Han Wang, Grand, founder reader as competitors.

Third, the Channel competition law: the drastic target alliances

We see that Dangdang will be part of the reader as a competitor, the three steps to press:

1, the introduction of low-priced readers. No touch screen, no 3G low price reader, is the price of the reader to win the Nemesis. Readers who live only with the meager profits of the reader are not sure if they can withstand the price competition.

2, the price of the reader subsidy. Can be expected, Dangdang may be shot "buy E-book gift reader Kill recruit", for reader manufacturers, undoubtedly worse.

3, the use of their own already owned paper book market, with a bundle or a complimentary way to expand the market share of readers. Guoqing claims that the current Dangdang's book circulation is higher than 400,000 volumes, the implication is: Dangdang can use paper book discounts to offset the price of e-books, can also use the cumulative bonus to give readers the method. And the mainland market share of 70% of the Han Wang technology has been announced, the quarterly sales of 310,000 units. By this measure, the competitor of the reader is afraid of being hard to resist.

The Art of war is to be combined with the singular victory. Dangdang's ebook business, the reader is a strange trick, the right path is still facing the internet and mobile internet new channel layout.