In the category of books, Dangdang occupies more than 50% of the online market share, and books not only lead with 43.5% of the market share. Dangdang's book order conversion rate is as high as 25%, which is much higher than the industry average of 7%, relying on the advantages of all kinds of shelves, the lowest return rate and the fastest payment to publishers.

Strategic vision

In order to further attract new customers, Dangdang Books further developed its "going out" strategy, and opened a flagship store of Dangdang Books in Tmall, with trial operation of 20 12 and1. After only a few days, its daily sales exceeded10 million.

On March 5, 20 14, Dangdang and 1 store announced that they had reached a strategic cooperation, and their respective superior commodity categories would be stationed on the other platform-Dangdang's books would be connected to 1 store, and 1 store's food would be connected to Dangdang.

While pursuing economies of scale, Dangdang is constantly optimizing categories and improving the overall gross profit margin of the book business. Although the book price war has an impact on the overall gross profit margin of the industry, Dangdang's book gross profit margin has always ranked first, at around 19%. In addition, Dangdang continues to penetrate the upstream of publishing houses and develop OEM own-brand customized books.