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Dangdang.com published its 2015 sales report recently, in which it stated that it achieved a turnover of 11 billion yuan, first among 22 publishing houses which achieved turnover of over 100 million yuan.
Chen Lijun, vice president of Dangdang.com, also revealed its bookselling strategy for 2016. First, the company will make its business more transparent and build a more socialized and refined platform. Second, it will promote digital and paper books at the same time to encourage public reading. Third, it will shoulder its social responsibility as a giant bookselling e-commerce company to combat piracy and protect the healthy development of the industry.
In 2015, Dangdang.com dominated the bookselling industry with a 40 percent market share. It has been profitable for many years in a row and has an annual gross profit rate of 20 percent, which is far out of reach of its competitors.
Dangdang.com is taking promoting nationwide reading as its mission. In 2015, it won 20 million digital users with its delicate layouts and role as a book community. There are 300,000 kinds of digital books on Dangdang.com, and about 100 million have been downloaded. Active users are logging onto the website 8 times daily on average; the average reading time on the Dangdang Reading App is 1 hour daily per user.
In 2016, Dangdang.com will upgrade its digital business, improving the book community to a content community group, and building up a digital business ecosystem which will include virtual book purchasing, big data analysis, and IP development.
Combining online and offline business is a trend in the bookselling market. Online selling is convenient and cheap, while offline selling provides a better reading atmosphere and experience. In 2015, Dangdang.com decided to open physical stores, which was a second upgrade of customer experience. Physical stores greatly improve customer experience and raise the efficiency of the supply chain.
Dangdang.com is encouraging publishers and celebrities to recommend more books online, or even open a store on Dangdang.com. The company will provide backstage services, including logistics and storage. Dangdang.com aims to become a cultural landmark both online and offline.
