When falling out of the first camp: the loss of the alleged user is marginalized

Dangdang CEO Guoqing recently a bit annoyed, not only sank into the information leaks mud, but also by CCTV exposure sell fake Borghese products, even foreign analysis agencies came to join the fun, slashed when the stock target price, and pointed out that the recent several quarterly losses amplification, 3721.html ">2014 years ago will be difficult to profit, Directly led to Dangdang's share price fell 5.6%.

Looking back at the end of 2010 Dangdang head of "China's Amazon" concept unveiled in the U.S. capital market, the day than the issue price rose 86.94%. But only after 1.5, Dangdang has become a completely different scene.

Just on the market, guoqing heroic rush to the sky, the price performance unexpectedly calm. "SoSo, General. "Also straighten up, the World War Morgan Stanley female employees" to vent heart evil, and with Jingdong CEO Liu Big Dozen Book War, put words on all price war competitors are retaliate.

Today's Dangdang is somewhat lost. Not only in the electric dealer price war into 9 months loss of 300 million yuan embarrassment, shares also jumped cliff to 5.88 U.S. dollars, the highest share price fell 81.8%. At least 3 million old users lost 2011 years, accounting for 2010 active users of 35%. In the recent electricity price war also difficult to see Dangdang figure, and even the view that Dangdang has fallen out of the first camp, more and more marginalized, and gradually lose the power industry discourse.

As China's earliest manufacturers of consumer electric Company, Dangdang can be the top of the future, but missed the golden decade of Development opportunities, its sound business strategy in China's electric tide was Jingdong Mall, Suning easy to buy, the development of the Sky cat hurricane-style pieces. What happened to Dangdang? Is the sound business wrong? Is it possible to return to the first camp? Where does the future go?

Lost Dangdang: The opponent eats the share experience improper user to lose

In the past 2 years, China's e-commerce market has made rapid development, Dangdang rivals Jingdong Mall 2010 sales of 10.2 billion, 2011 reached 21 billion yuan, 2012 is to put forward more than 50 billion yuan goal. Cat said 2011 sales have exceeded 100 billion yuan, 2012 is expected to break through 200 billion yuan. By contrast, Dangdang's sales figures are dwarfed by the 2010 sales scale of 2.28 billion yuan, 2011 to 3.6 billion yuan, and the gap between the two rivals is growing.

Dangdang also suffered from the loss of users worry. Careful personage contrast Dangdang 2010 and 2011 earnings found, 2011 years at least 3 million old users lost, this is the 2010 active users of 35%. One alcoholic trader exclaimed: "Last year 20 million, this year or 20 million, Dangdang's users have stagnated for 20 million long." ”

Dangdang users lost both from the opponent's snatch, but also from their own user experience did not do enough. Compared with Jingdong and Amazon China, Dangdang has many drawbacks in after-sale service. This May guoqing issued an open letter, frankly grieved because of the quality of service issues, many consumers lose confidence in Dangdang, or even leave Dangdang. Guoqing sincerely for slow delivery, packaging breakage, book appearance dirty, customer service slow response, cumbersome refund process and other problems to consumers to add trouble to apologize.

In fact, in addition to these factors guoqing mentioned, Dangdang this year also experienced a user gift card stolen, the sale of fake Borghese products by CCTV exposure, 10 days customer orders three times when the unilateral cancellation of series of scandals, these virtually make when the brand image is damaged, accelerate the user away.