Dangdang's downloads have increased six times, and the Li Yu war has brought traffic to Dangdang
On the late night of October 23, Li Guoqing and Yu Yu tore up the last dignity between husband and wife without warning, and ruthlessly put their own black history in front of the whole network of melon eaters.
Now the whole week has passed. Looking back, I was surprised to find that their 'son' - Dangdang has become the 'biggest winner', and even the advertising budget of double 11 can be saved:
Dangdang's search index and app downloads both soared, and the latter even doubled six times.
Li Guoqing and Yu Yu, who once created the image of 'model husband and wife', tuyuan: IC Photo
In fact, as early as October 24, some netizens joked that this year's' double 11 'Dangdang may become the biggest winner.
The situation of "double 11" is still unknown, but this sweeping play really attracted a lot of traffic to Dangdang.
The observer network inquired Baidu Index and found that in the last 90 days, the search index of 'Dangdang' keyword reached its peak on October 24, 130075 times.
The previous small peak was October 10, 87989 times (the day Li Guoqing fell a cup in the interview).
Let's look at another set of data: the download volume of Dangdang app.
The observer network also queried the data of Qimai, a large domestic mobile promotion data analysis platform. In terms of IOS, in the last three months and before October 24, the daily downloads of Dangdang app's app store were basically about 10000 times, and the maximum downloads in rare cases were 31515 times.
From October 24 to 27, its downloads reached 37467, 55293, 65762 and 60107 times respectively.
In other words, the number of downloads on October 26 and 27 reached about six times the conventional number.
Dangdang app's ranking in the app store is also good. On October 25, it ranked 73rd in the app store free list. This is the highest ranking of Dangdang app since June 1.
In terms of Android (including Baidu mobile assistant, APP treasure, Peapod, Huawei application market, vivo app store and oppo app store), the downloads of Dangdang app soared on October 24, reaching 438657 times in oppo app store alone.
Of course, in addition to the indirect 'marketing' pinched by parents, the 'son' himself is not idle.
On the morning of October 24, Dangdang official wechat quietly updated a message, saying that 'there is no dog blood in our store, only book fragrance', so that we don't miss the promotion of 'store celebration made a good start'.
Both the number of likes, comments and forwarding of this microblog have created a recent high of Dangdang.
However, the next day, the official micro released an open letter to Li Guoqing in the name of all employees. In short:
Dangdang is yours and ours. Please calm down.
For people who love Dangdang brand, such heat is obviously not what they want.
On October 28, the cover news received an anonymous letter signed 'partially Dangdang resigned management'. The author said that he hoped that Li Guoqing and Yu Yu would close their voices, return to rationality and resolve disputes through negotiation; It is also hoped that both of them will withdraw from Dangdang management and jointly authorize another group of professionals to manage the company.
Dangdang is no longer bright. According to the data of Analysys, Dangdang's online retail B2C market share was only 0.4% in the second quarter of 2019, almost a fraction compared with 9.25% when it was listed nine years ago.
In its main business book market, Dangdang has already lost its unique advantage.
Analysys data show that in the third quarter of 2017, JD surpassed Dangdang's 35.1% market share for the first time with a 36.2% market share. Although it is still in the first team of book e-commerce, it can not be compared with comprehensive e-commerce such as jd.com and tmall.
Today's Dangdang network has fallen into an embarrassing situation again. First, although it has temporarily returned to the public view due to negative news and brought a wave of flow transformation, in the long run, when the heat subsides, the sign of "Dangdang" is still the most hit.
Second, the company's current management crisis has also been exposed. Zhou Hongyi, founder of 360, said sadly that their marriage had "failed very much", while Professor Sun Liping, Li Guoqing's mentor, sent a document late at night to persuade them to "need to see a psychologist first".
Everything seems to indicate that the Li Yu war should be over. Where Dangdang will go is still unknown.