Thursday, August 18, 2011

Yi Wen, vice president of Dangdang fly: do digital distribution is the flow

Yi Wen Fei: Graduated from the Xi'an University of Technology. MS.

Currently working Dangdang, vice president in charge of digital publishing business direction. Had Founder, Chinese online office.

Have many years of journalism, publishing, the Internet industry software systems development, platform operations, business management experience, was responsible for a wide range of complex digital publishing platform publishing, online portals, newspapers and multimedia digital platform for the media industry, customer relationship management platform , digital asset management platform, digital libraries and other large software projects business planning, development and promotion.

"China Press and Publication News": Dangdang sales of paper books for 12 years, figures published in force this year for what kind of consideration? Now how about the time?

Yi Wen Fei: For digital publishing is concerned, now is a good time: the user experience on the Internet habits of consumption has been gradually formed, and after a pre-Han Wang, Kindle and other electronic reader popularity, the rise of Zhejiang Mobile base, now are opportunities. Dangdang have the paper book sales do very good condition, and then do the business of digital publishing, digital distribution is done with them.

"China Press and Publication News": Dangdang how to locate their digital publishing business?

Yi Wen Fei: Dangdang more want to be a platform, we first focus on the content, and then output to the relevant content to share the channel, so that individual consumers through a variety of end-read books, not cause threshold. If the Kindle or HW willing to open the terminal, Dangdang can give, and we will make the terminal as much as possible.

Currently no shortage of digital publishing platform, but the lack of a suitable platform. For a platform, at least to have millions of users in order to have life, all from scratch to develop the existing platforms customers, while China's pure digital reading is only 0.3%, the average per person per year less than one e-book look In this context, the platform is actually very difficult for the user. A good platform should be connected to the user, not coin the user, to make a lot of traditional books and are willing to pay to see this part of the people are used to e-books, and this is the place to have the opportunity to Dangdang. Online bookstore Dangdang positioning itself to read a large number of users, of which 60% to 70% of users are willing to read, and these users or people with money ready to buy books, Dangdang has spent 12 years training them to pay reading habits. While the upper reaches of these users desire or digital publishing user.

"China Press and Publication News": If you do content platform, how to ensure that the content Dangdang floor? What are your views on the existing terminal? It has been reported before Dangdang will launch its own brand of reader, and how this plan?

Yi Wen Fei: Our resources are open content, Dangdang provide a standard, as long as the terminal is willing to open their users can read the content.

On the terminal, the current domestic terminal a lot, but the good end a price threshold, inexpensive end-user experience is rather poor, both sides have weaknesses. Experience from abroad, professional reading, there is still the necessary equipment, such equipment suitable for deep reading the crowd, if there is quality and cheap things, this part of the user is willing to foot the bill.

E-book reader, we will cooperate with others, but also the most likely to introduce a seamless experience for the platform equipment, plans e-book reader this year there will be action.

"China Press and Publication News": before Dangdang president Li Guoqing proposed to e-book reader price down to $ 299, when to achieve?

Yi Wen Fei: $ 299 times I am sure will come, but not current. Consumers really need to read a cheap but professional equipment, but do not, after all Dangdang hardware background, the cost of e-book reader can not Dangdang control, can only say we will do the appropriate preparation and enhance the user's experience and services, and will try to reduce market barriers.

"China Press and Publication News": Compared with other platforms, Dangdang has what advantage?

Yi Wen Fei: Dangdang and interactive digital publishing close to the upstream and downstream. From upstream that Dangdang in the upstream market accounts 25% to 35% of the Mayang, annual sales of best-selling book, 1 / 3 from Dangdang a shop. This case contents of Dangdang coordination with both upstream advantage. And the paper was published in Dangdang process to interact with the publishers have, we have our own editorial team, helping the upstream planning topics, so you can participate directly in upstream planning to decide what is suitable in the Internet terminal extension.

From downstream, the Dangdang has "set off" capability. Dangdang love reading a lot of users, and these users are used to buy books online in Dangdang, while the upper reaches of these users or users of digital desire, so is the matching upstream and downstream.

"China Press and Publication News": digital platform and content are most in need of advantages, but publishers are not very willing to provide the best-selling book Digital Copyright, Dangdang how to persuade them to prepare?

Yi Wen Fei: There are two ways to dispel doubts upstream, first, to convince them that Dangdang is a trusted partner, and second, to balance their books on paper, concerns the relationship between e-books.

Press is afraid of partners irresponsible, does not focus on copyright protection. But Dangdang and Press is a community, Dangdang is to sell books, but now also sell books. If the book sold well, the paper will be to promote book sales, then the upstream is good if it sold well, affect the paper book sales, then the first injury is Dangdang themselves. From this point on, we and publishers is a community of interest. Paper are also stakeholders in our book, if not well Dangdang books and paper books to balance the relationship, that Dangdang financial year will be significantly affected.

"China Press and Publication News": Dangdang in digital technology have kind of planning? Will do their own copyright protection technology?

Yi Wen Fei: Dangdang will do a lightweight technology, at least for now, is not prepared to do the client, will use a common format to allow users to minimize risk but also ensures that the content of case experience.

Copyright protection technology system and the user experience is always a relative resistance of contradiction, there was statistical, each one more click, would lose more than 30% of users. If for copyright protection technology allows users to download the client, or do a lot of back-end authentication, or wait, can not let the user experience easy to read, no matter how good, even if layout, the user may also not interested. So Dangdang to promote a more humane copyright protection technology. Final form is presented online and offline reading certification combination, can also be read online or offline in a hardware point of view, and to avoid casual copying.

"China Press and Publication News": digital publishing's biggest problem lies in the profit model, Dangdang ready to where to start? How profitable are planning?

Yi Wen Fei: Looking at the figures published in the current mode, whether literary or traditional web content, the basic can make money only two, one traditional B2B database model, that the same side HowNet, Chinese and other digital content for sale online mode. But this is a limited market, B2B development for so many years, both university libraries, public libraries, local libraries are already saturated, has basically been to the bottleneck. The other is China Mobile, grand online network to read, this can be summarized as light reading fee. The current situation of these two models are able to make money, but they face the customer base and our user groups still have very different

Net profit like the previous model compared to the sea, Dangdang trying to help pull up the future of the market that already exists in the market, that is, with the advantage to obtain the upstream and downstream profits. However, this market needs to cultivate in the short term do huge profit expectations, while the market also need to authorize the upstream support. Virtuous circle of digital reading on two aspects, one new to the moment the threshold, that is, the terminal price, the other thing is the core content itself should be enough high-quality, prices moderate enough, or even if a user bought a terminal, or can not do sustainable consumption, it still can not start the market. The reporter Ren Xiaoning

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