Amazon is the world's largest website for buying books, but Dangdang is the largest website for books in China, with the most discounts. There are about 300,000 kinds of pictures and videos on Dangdang. Dangdang's books will not be priced according to the price, but will be between 2 and 10% off. Dangdang's website for buying books is:
/Association/Web/Links/welcome . aspx？ VType= 1。 URL = & ampfromlinkid =18542. I have been buying books on Dangdang for several years. I am in a small town now, but it is very convenient to remit money through online banking. After remittance, I can also deliver it to your door.
The above is my personal experience.
By the way, send a report by a media reporter, China Book Business Daily reporter: Guo Hong June 2006 15.
Last year, in 65438+February, Dangdang established its own reading club. The purpose of the book club is to be a guide for readers to buy books, so that good books in bookstores can be measured. The book club is composed of editor-in-chief, editor, American editor and negotiator. They carefully select good books and books with best selling potential from the vast amount of book information, purchase them in large quantities and at low discounts, and then recommend them to Dangdang users through various online marketing means, so that readers can buy cheap good books at the fastest speed, and bookstores and publishers can get good returns.
Why set up a reading club? Xie Zhining, editor-in-chief of Dangdang Book Club, told reporters that Dangdang.com 1999 1 1, which opened in June, is the world's largest online Chinese book audio-visual mall, providing nearly 300,000 Chinese books and audio-visual products for Chinese readers around the world, and 6 million readers around the world have bought their favorite products on Dangdang. In addition, at present, more than 654.38+million new books are published every year in China. Under the background of this massive book information industry, except for readers with clear needs, many people don't know when to read what books. Therefore, it is very necessary for professionals to stand up and recommend good books for readers. At present, there are not many institutions and personnel engaged in this work, which is far from meeting the needs of the general public. This is the first reason why Dangdang set up a reading club.
The second reason is that book clubs can advocate reading for all by recommending good books. For example, Dangdang launched "Best Book Recommendation in 2005" and "Best Seller List" on New Year's Day this year, and 20% of these recommended books and books on the list were sold out within five days.
The third reason is that the sales of a single book can be improved through the operation of the book club. The discount given by the publishing house can not only make readers get preferential treatment, but also make bookstores get benefits. Of course, the publishing house diluted the fixed costs in the early stage, and the benefits were self-evident, thus forming a virtuous circle of the supply chain.
The operation process of Dangdang Book Club includes: book selection, book ordering, negotiation, marketing, pricing and replenishment. Almost all people who work in Dangdang Book Club have the experience of planning and editing in publishing houses, so they not only know books, but also have corresponding market experience. There are three main sources of information for selecting books: the editors of book lovers who have read this book and the recommendation of reviewers hired; Recommended by public figures such as experts and scholars; Media recommendation. Combining these three aspects of information, the book club will decide whether to choose this book. Xie Zhining explained: "The scope of our book selection mainly focuses on novels, social sciences, life, economics and management, children and other categories. We don't consider such categories as science and technology, culture and education, because they are not universal and difficult to choose. After selecting the variety, we will place an order. According to the different characteristics and audiences of each book, the number of books ordered ranges from thousands to tens of thousands. With the order number, you can negotiate with the supplier to determine the purchase discount. These books are non-refundable, and the account period is relatively short, about 1 ~ 2 months. Writing a recommendation copy is the first step of marketing, and the focus of the copy is to introduce the reasons for recommending this book. The second step is to determine the display location, including Dangdang home page, book home page and various classified pages. The third step is to plan promotion activities, including organizing a special exhibition of a book, sending emails to relevant customers and so on. The sales price of recommended books should be determined according to the purchase discount, the price of competitors and the degree of hot sale, and adjusted at any time. The sales price of Dangdang books ranges from 30% to 20%. Finally, there are certain procedures for replenishment, and there must be a certain advance payment. "
Dangdang's book club can not only help readers to choose high-quality new books in the vast sea of books, but also help readers to tap the treasure of old books, explore the potential purchasing power of the market for suppliers and distributors, and maximize their interests. Xie Zhining gave the reporter an example. At the beginning of the year, Shanghai Translation Publishing House translated and published Lolita, which is quite influential in the west. Dangdang Book Club learned from the book reviews published by the media that there are many versions of the book and the translation quality is uneven. Through understanding the information of all parties, analyzing and comparing, book lovers think that although the appendix information of Shanghai translated version of Lolita is comprehensive, Nanjing Yilin translated version of Lolita is of high quality and low price, and the hardcover price is only 18.80 yuan, which can be sold to 15. 10 yuan on Dangdang. So they dug up this old book published in 2003, got enough goods in a short time, and gave enough discounts, which was welcomed by readers and achieved good results.
Bertelsmann Book Club is an influential book club with a long history. In contrast, Dangdang's book club has its own characteristics. First of all, members of Dangdang Book Club have no obligation to buy books regularly. Secondly, the book selection scope of Bertelsmann Book Club is concentrated in smaller fields such as youth literature and novels, while the book selection scope of Dangdang Book Club is much larger. Thirdly, the marketing recommendation activities of Dangdang Book Club are all conducted through the Internet, and Bertelsmann Book Club also distributes a large number of paper product catalogues and orders them by telephone.
At present, through strong marketing recommendation, the book club has achieved good sales performance, but there are also some problems that need to be improved in the operation process. For example, whether suppliers can provide new book information 1 ~ 2 months in advance, the book club itself should further improve the taste of prospective readers by summing up successful experiences and failed lessons. Xie Zhining believes that China is a big publishing country, and it is developing constantly, while the reading time of China people who are getting busier and busier is relatively limited, which requires a large number of institutions and personnel to recommend good books for readers. So Dangdang's book club has a good prospect. Purchasing power, maximizing benefits.