Dangdang: the sense of existence in "chaos"

author ： Village head  

dangdang , Known as the “ The world's largest online Chinese Bookstore ”, But now I have to add “ Once the ” The prefix . Dangdang in recent years , Every time I walk into the public view , Both with “ Pirate ”、“ Rub the heat ”、“ Husband and wife battle ” And other words , Especially with the decline of market share , It is already difficult to bear this good name , It is also difficult to keep those book friends who once loved them .

Dangdang, in an awkward position, did not give up “ Save your ”.“ You are not good ！”7 month 6 Friday night , Dangdang's official Weibo is open “ propaganda ” Bytes to beat , call “ Pirated bookstores are very active in headlines and Tiktok . Headlines chase the direction of traffic , It has become the magic finger of pirated booksellers .” Track hot events and create topics , Dangdang takes this as the traffic password , And send it repeatedly 6 Weibo called for publishers and famous scholars to fight piracy .

However , Half a month later , The forwarding volume of these microblogs is still in the triple digits , Obviously, Dangdang is “ reckon without one's host ” It's not as loud as expected . This can't help but make people sigh ： The famous e-commerce that once dominated online books , How to be abandoned by people , In the public view, it is getting farther and farther ？

01

“ Can't get rid of ” Piracy chaos

Although Dangdang thinks of himself as a defender of combating piracy on the Internet , But in fact , Dangdang has never completely drawn a line with piracy , Sometimes, they even stand in a completely opposite camp with netizens who want to protect their rights .

More ironically , Just when we focus on microblogging to combat piracy , But once again because of piracy suffered a lawsuit . According to the Yangtze Evening News ,7 month 14 Japan , Ms. Zhu, a consumer in Zhengzhou, Henan Province, took dangdang.com and bookstore to court , The reason is that it is on Dangdang “ bought 9 This book is pirated ”, And many times through the telephone contact Dangdang customer service failed , So choose the legal way , The requirements are based on 《 Consumer protection law 》 Triple compensation , And apologize .

It is not uncommon for Dangdang to appear as a defendant . This year, 5 month , Chinanet reported , A user through Dangdang “ Bosiyuan Book franchise store ” Bought a Book 《 Cui Yutao childcare encyclopedia 》, As visible to the naked eye “ The quality is poor , Blurred picture , The paper is rough ”, He sent the book to the publishing house , Got the information provided by the publishing house 、 Identification certificate confirmed as piracy .

But it is not easy to get compensation from Dangdang ： The customer service of dangdang.com requires it to provide the information for receiving express delivery “ Unpacking video ”, And because it cannot provide “ Unpacking video ” citing , Refuse to handle complaints . Finally, he can only complain to the third-party complaint platform , And turn to the media , It took a lot of twists and turns to get a set of new books mailed by this third-party bookstore on the Dangdang platform .

Search on black cat complaint platform “ Dangdang pirated books ” Related words , You can see 3184 Complaint entries . On many domestic third-party complaint platforms , It's all about “ Buy pirated books on Dangdang ” complaints , Even under the anti piracy statement of Dangdang official wechat , There are also many netizens who directly post comments saying “ I bought pirated books in Dangdang's third-party Bookstore ”.

However , Because safeguarding rights is not easy , Many users choose to eat this “ Dumb Ba Kui ”, Therefore, the authentic image of Dangdang has already collapsed in their hearts .

02

Only “ Weak sense of existence ”

Now Dangdang falls on the ground , But looking back more than ten years ago , Dangdang is also a blue chip stock that many people are looking forward to .

Founded on 1999 Dangdang in , It was one of the first Chinese e-commerce companies listed on U.S. stocks .2010 year , On the day Dangdang was listed on the New York Stock Exchange , The issue price is as high as 16 dollar / stocks , The highest share price is 30.08 dollar / stocks , Market value exceeding 23 Billion dollars , Its P / E ratio on the day of listing hit the highest level of P / E ratio of Listed Companies in the United States at that time .

however , Glory is extremely short .2016 year 9 month , Dangdang experience 14 Privatization and delisting will be completed in three months , When delisting, the market value is only 5.36 Billion dollars , Insufficient 2010 When it went public in 1/4.

In sharp contrast to this , However, various topics about Dangdang have always been active on various media platforms ：“ Cup throwing event ”、“ The divorce war in Chongqing ”、“ The founder robbed the official seal ”, But in addition to igniting netizens “ Gossip ” The heart , These did not bring more positive effects to Dangdang .

According to the Analysys The Analysys report shows , here we are 2022 In the first 1 quarter , China online retail B2C The market transaction scale reaches 16988.5 One hundred million yuan , Dangdang's market share has declined to 0.5%.

so to speak , Vertical e-commerce “ Verticality of category ” Is Dangdang's advantage , Also Dangdang's disadvantage .

Focus on the Dangdang of books , It has distinct positioning and characteristics , Over time, everyone has formed “ Buy books , Looking for Dangdang ” The cognitive , It is also this recognition that makes Dangdang's performance rise .

But with JD 、 TaoBao 、 Pinduoduo and other integrated e-commerce companies have entered the market ,“ The book ” Almost every integrated e-commerce platform will have categories , On SKU, Taobao is better than Dangdang ; On logistics efficiency , Dangdang is not as good as JD ; On price , It's better to fight more than Dangdang …… Advantages accumulated over the years , Also instantly turned into nothingness .

It's not that Dangdang hasn't tried to sell other categories , For example, clothing , Mother and baby, etc , But because the initial investment is too large , In addition, the external cognition of Dangdang has been stereotyped , So I didn't stick to it .

Now , In the long river of history , As one of the few vertical e-commerce companies that have survived for many years , Dangdang has been trying to improve his sense of existence , But it has always developed painfully , The most serious piracy problem has not been significantly improved .

03

The supervision of piracy is being tested

Bytes to be blamed , In fact, we have already begun to rectify the rampant pirated books on the platform . Xinhua reported ,2021 year 4 month , Tiktok e-commerce jointly launched the anti piracy initiative with the anti piracy alliance of Beijing version 15 , And this year 1 month , Sign a memorandum of cooperation with it on the protection of genuine books . meanwhile , Tiktok e-commerce online intellectual property protection platform , Take the initiative to eliminate illegal businesses , Cooperate with law enforcement departments to combat piracy and infringement .

by comparison , stay 2018 Published on Weibo in “ Refuse pirated books , Firmly advocate legal rights protection ” Initiative , And in the 2022 Year lifted again “ Crack down on piracy , Protection of intellectual property rights ” Dangdang of the flag , Still trapped in “ Pirate ” In the mire of , It's far from enough “ Sit on the fishing platform ” When .

Especially after repeated consumer complaints , Dangdang, as an e-commerce platform, should pay more attention to platform supervision , Solve your own problems , Provide consumers with a high-quality shopping environment , Instead of asking users “ Unpacking video ” This unreasonable request .

Pirate , It's not just about individual platforms , It is the common face of multiple platforms “ chaos ”, Strengthen the supervision of piracy , It is the responsibility and responsibility of each platform . As ever “ The world's largest online Chinese Bookstore ”, Dangdang.com and its hot topics , It's better to concentrate on yourself , Talk to users with genuine books , Face and solve problems from the standpoint of users . such , Even the main vertical e-commerce that is difficult to do , Can also be stronger 、 Expand your sense of existence .

Village head's quotations ：

His body is right , Do not order ; His body is not right , Though I can't make it .

end！

2022 year 7 month 21 Japan