【 contribute 】 the Kindle into China, hard to produce good fruit

although arrives late, the Kindle still formally on June 7th at 4 PM on sale in the country. In general is a good thing, for both the reader and the amazon. Sale at present mainly by wifi version of its Kindle Paperwhite and Kindle Fire HD, the lowest price is 849 yuan and 1499 yuan respectively.

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on the second day of the Kindle just formally entered the domestic market, is to define the Kindle “uncertain”, seems to be nonsense, but seriously indeed. Although before that amazon has done a lot of preparation work, under the special environment in the Chinese market, the Kindle is still have a lot of embarrassment. From two parts: The

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element analysis The

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1. The price The

price factor is a Kindle Paperwhite itself, the price of the domestic price of 849 yuan is a very reasonable price, buy the ad-free version of the original trading; But at the same time, the price is much higher than other similar products grand Bambook 499 yuan, Newman, hanwang enterprises also have cheap products, such as how to deal with local low-cost competitors is a problem. The second point is the price of the ebook store, due to the particularity of the Chinese market, ebook to reach half of the book price, is a relatively expensive digital. Why is special, please see the point.The

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2. Environment The

environment is a domestic intellectual property environment, we all know this, not to mention books, one look at the music industry, the development of the video industry over the past few years, will clear copyrighted works especially the original electronic environment is not optimistic, the original I see road. The second point is that reading environment, you are welcome to say, love reading is rare. Have you noticed that the entity bookstore in succession, the sunset still chain collapse (hey, don’t rhyme, it doesn’t matter… ), with a comparison with the words “plate is too small” : according to the third party data, e-readers shipments for 14.1 million units in 2012, from 23.2 million units in 2011 decreased by 36%, its potential failure gradually.The

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3. Word of mouth and user The

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word of mouth. Kindle’s reputation that is pretty good, most of the men who love the Kindle’s official website to buy from abroad, or bought from taobao as gray, Kindle a problem is how to quickly develop new users. Considering the above several factors, for the development of the user has not much. Amazon China and by the way of word of mouth, in recent years with jingdong, dangdang, taobao/day of cats, and other enterprises competition, amazon China word of mouth can only use two words, “ah”.The

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4. Hardware and cloud services The

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hardware advantage already exists, the Kindle do not need to worry about in terms of brand and product quality. The Kindle is a hardware device, the Kindle is not just a hardware device, it does not exist in isolation, always on amazon’s powerful platform for online content, reliable cloud services, also because of this, generally accepted the Kindle without hardware to make money. But in domestic, the Kindle need to make tough boot in the link of the whole work, need to resist the resistance from all aspects, not only is piracy, including competitors sniper, government policy changes, the user used to reverse the difficulty and so on, are all unknown parameters. The

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online store into a key factor The

based on this, amazon China’s online store become the crucial factor, because the Kindle isn’t a one-time deal, will be more revenue from online stores. And the ecological environment of online stores need to build step by step, step by step to attract users to enter. For amazon, evident in the Chinese market has a few problems:The

1. Licences in doubt The

but due to the Kindle store belong to audio and video products and production of electronic publication publishing business, is the ministry of commerce to ban foreign entry field, so the Kindle electronic bookstore (beta) is actually provided by the Beijing Chinese online digital publishing co., LTD., operational support, this use license behavior, is one of uncontrollable factors.The

better news is that Chinese online has more than 400 domestic publishing institutions authorized, more than 2000 well-known writers and more than 100000 network the author’s copyright authorization; At the same time the Kindle will get suning electronic book city resources support.The

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2. The price less attractive The

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ebook store very not easy, the price is not enough people. Flip through some the price of the books, in addition to the free or specials 1 yuan book, most of the books at the price of only achieve physical book 7 fold, generally in the 4 fold up and down. For pirated books acquisition costs low in terms of the domestic market, the price is really difficult to let the consumer mind.The

slightly better news is that the Kindle ebook store tallies 4000 free ebooks, and some of the special events, will attract part of consumer groups.The

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3. All competitors The

as an industry pioneer, and service providers to enter the Chinese market, the latest amazon slightly awkward situation. On the one hand, the amazon, recently forced contact douban reading, like bean push function of such third party web sites, paving the way for the store of their own operations. On the other hand, the domestic market is very competitive, jingdong, dangdang, taobao and other giants are offering similar bookstore; At the same time, netease cloud douban reading, QQ reading, reading, and baidu library, byte clubs, and other products, and largely account for the user’s reading time. How to deal with?The

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4. What is cloud services The

yes, amazon at home to ma service, ambitious, and a big cake. But for many ordinary consumers, “online buying books pushed to the device”, is the understanding of cloud services of acme, is up to over the years.The

in conclusion, it can be seen that in the process of the Kindle into China, the localization of try to do some work, but in essence, the amazon still hope in the domestic market from foreign successful experience, do strong platform, service users. But the author thinks that the idea does not necessarily apply to the domestic market, even want to end up a “hardware sales, online bookstore tepid, cloud fog” ending.