What is the desire of Dangdang?

2012 The internet is not lack of news and not lack of events; since March, the electric business industry news constantly, especially since the market performance of the Dangdang, the recent action repeatedly, Dangdang CEO Guoqing, this year is a "high-profile person."

March 25 when the United States and Gome to create a professional home appliance retail platform Gome http://www.aliyun.com/zixun/aggregation/18783.html "> Officially run, and launched a strong 3C home appliances price war."

April 19, Jiuxian Network and Dangdang announced the two sides reached strategic cooperation, Jiuxian network will be exclusive operation Dangdang Liquor channel.

April, guoqing shelled Jingdong: "Jingdong Capital can only be maintained until August to December, December is the deadline, must seize the time to finance or IPO, otherwise it will be very sad." April 17, Liu broke his promise to break the silence, strong set up a gamble, claiming that "you can let the doubters view Jingdong account, if the account is less than 6 billion cash, their own initiative to donate 10 million, or ask the doubters to donate 5 million".

Although this spit battle with big mouth guoqing not to fight, but I think for guoqing for the upper hand, for when, played a due role.

The same thing was described by the media as: two people, two.

May 10 Dangdang and a Amoy network announced the cooperation, Dangdang to a Amoy Open Data interface, while joining the latter's one-pass system, allowing consumers to use Alipay account direct landing when the current purchase.

"Solve" a Amoy, and plans to enter the day Cat Mall, trying to find more traffic entrance.

For example, 3 C digital and home appliances category, if Dangdang rely on their own power or rely on the power of the dealers on the line, it is difficult to form a price advantage. And the digital home appliances category is the standard class large amount product, the price is very strong to the user's guidance. In this category, Dangdang can only take allied tactics.

It is clear that the alliance with Gome and the use of Gome's powerful supply chain to obtain price advantages for home appliances are clearly a competitive strategy. In the field of home appliances digital category Let Jing Dong "blood loss" also can let guoqing a innings.

When the person in charge of the introduction, "vertical business-to-consumer into a lot of Dangdang, Dream Basha, only product will, Amoy have come in, we are still talking with some other channel business, before talking about the Taiwan East Sen TV shopping will be online in June." This year, the focus of the open platform for investment, is some of the scale of vertical clients.

As a listed company in the NYSE Dangdang, the issue price of 16 U.S. dollars, the market for a year to a maximum of 22.45 U.S. dollars, the current close to 7.08 U.S. dollars, it can be imagined that the days of guoqing must be difficult.

Eric's latest data show that 2012 Q1B2C market share, Dangdang accounted for only 1.8%, located in the days of Cats, Jingdong, Suning and Amazon, Tencent, the market scale needs to be maintained and expanded. According to Dangdang's 2011 earnings, Dangdang's gross margin fell from 22.17% in 2010 to 13.83% in 2011. Dangdang's summary of the reasons for the decline in gross margin, which highlighted the price war.

As everyone knows, in order to create a book for the business when trying to build a full platform, like others open the platform, to do large-scale, its face the challenge is simply huge, many vertical electric dealers into the category of confusion, both when the referee and when the athletes, management difficult to coordinate, the same, How to control the goods after-sales service for the brand influence is also crucial.

In addition, the mode of electricity quotient and electricity quotient, through simple superposition bigger scale, the increase of intermediate cost can only pass to the user; Secondly, from the point of view of cooperation, it is difficult to achieve the brand and scale effect if there is no resource input, especially the support of the operation promotion class.

In the face of Dangdang 5.17-day first quarter earnings, guoqing than everyone knows, meaning what! For the increasingly open Internet, competition is unusually brutal, facing the pressure of capital and market, this year when the need to do something high-profile.