Dom.com.cn 2007-6-1消息:
【eNet硅谷动力消息】5月29日下午，全球最大的中文网上书店当当网向卓越网发布了一份名为“请卓越网停止发布谎言”的公开声明，在这份公开声明说，当当指出，卓越宣称自己是“全球最大的中文网上书店”是谎言。当当网在该声明说列举了多项第三方统计数字称，其在图书销售额、图书品种及用户认知度方面是卓越的3倍，卓越自称“全球最大的中文网上书店”，就是在对用户及投资人披露不真实信息，有违作为上市公司亚马逊的子公司的品牌形象。
从最近新闻公开的信息中，卓越网06年图书的销售额只有8000万左右，而当当网的图书销售零售码洋超过3亿多，按照平均销售价格7折计算，当当网的图书零售额已达到卓越网的3倍，这个和当当网在声明中递交的数据很相似。
5月30日晨5点至10点，卓越网紧急对系统进行了升级，但传言中的卓越将更改域名及LOGO一事并未出现，同时，卓越对自己网站上多处“全球最大的中文书店”的宣传口号也没有进行改动。“我们只把自己的事情做好”，卓越网总裁王汉华表示，对于竞争对手的声明，卓越没有做任何评论和回应。
5月30日晚，鉴于卓越网依然在多处场合继续保留卓越是“世界最大的中文网上书店”等字样，当当网方面已将此前发布的公开声明的英文信递交了亚马逊CEO贝佐斯。“我们的目的是为了把国内出版物网上零售的真实的市场份额情况告诉Amazon总部，同时也希望Amazon制止卓越网这样说谎的行为，保护其合作伙伴和投资者的利益”，当当网市场部负责人在接受接着采访时这样表示。
有评论认为，卓越网的图书销售额仅占国内整体B2C市场的10％左右，称自己为“世界最大的中文图书音像网上零售店”，似乎显得有欠考虑，也容易受人以柄。另外，最近有新闻爆出卓越网06年销售额仅有2亿左右，而亏损50%，亏损幅度达50%之多，对此，卓越网CEO王汉华面对媒体也默认该亏损额度，只是强调Amazon并没有对卓越网的利润状况进行要求。
有分析人士指出，卓越网假如更名为“亚马逊卓越”，对其接下来的本地化战略推行并不是一个利好消息，因为“卓越”品牌已沿用了七八年之久，如果贸然进行换标或更名举措，有可能造成部分用户流失。此外，与ebay易趣与国际C2C平台对接并把服务器搬到国外类似，卓越平台与亚马逊全球平台的对接，也并非卓越网眼下最急需的战略部署，加速地本地化，并与本土供应商、合作伙伴采取更切合中国国情的合作模式，并加速改革作为跨国公司通病的复杂流程，加速改善用户体验和培养用户忠诚度，才是当前卓越网最需要解决的问题。
还有分析人士表示，亚马逊模式曾经是、并至今依然是全球B2C领域的经典模式，国内很多B2C平台也一直在借鉴亚马逊的模式并有所发扬，比如借鉴亚马逊社区模式的豆瓣，就在web2.0方面走在了其他电子商务公司前列。反观卓越，却在很多方面与经典的亚马逊模式并不一致。例如，亚马逊的图书销售额占到了其整体销售额的70％左右，而卓越的图书销售额仅占整体销售额的40％左右。再比如，亚马逊的平台业务占到了整体业务47％的比重，而卓越网却一直没有启动平台业务，而被竞争对手当当网抢先。
在贝佐斯即将来华之际，卓越网分别被报出巨额亏损、遭遇供应商抵制供货、说谎欺骗投资者和总部等不利消息，同时被竞争对手当当网这样狠狠相逼，看来卓越网高层最近实在要好好考虑如何在下周一贝佐斯来华当天给他一个交代。
附当当递交给贝佐斯的英文信全文如下：
To: Joyo.com
From: Marketing Department of Dangdang.com
Re: Dangdang requests Joyo stop spreading lies and promoting itself as “the largest online Chinese bookstore on earth”
Joyo repeatedly makes statements that it is the “the largest online Chinese bookstore on earth” in its public communication. Dangdang must point out this saying is a lie.
1.Customer recognition: AC Nelson’s release about online shopping in China in March, 2007 reveals that Dangdang had 49% unaided first mention as the online bookstore while Joyo had 12%. Dangdang leads Joyo by 4 times in online bookstore recognition.
2.Sales: Analysys International’s release in Q3, 2006 pointed that Dangdang had 28.18% b2c sales in China and Joyo had 11.71%. giving Dangdang’s lead by close to 3 times. This information also corresponds to Dangdang’s own survey data with its publisher vendors, such as China Machinery Publishing House, Qinghua University Publishing House, CITIC Publishing House, People’s Literature Publishing House, Sanlian Publishing House; these data show that Joyo’s book sales were 30-40% of that by Dangdang in 2006.
3.Number of products on sites: Dangdang offered more than 600,000 books, higher than many, including Joyo.
Whether it were brand awareness, sales or number of products available, Dangdang has absolute lead against Joyo. Where does Joyo get its evidence for being the “largest”?
Before its acquisition by Amazon in Aug., 2004, Joyo often stated that it was the “the largest online Chinese bookstore”. Dangdang informed Joyo several times that its claims were untrue but Joyo ignored all reminding. After it became the 7th site of Amazon.com, which is a NASDAQ listed company, Joyo continued its stubbornness and kept promoting itself as “the largest online Chinese bookstore on earth”. This practice is misleading to customers, vendors, media and general public. This practice also violates compliances of legal requirement for publicly listed company. Telling untruthful information is irresponsible to all shareholders.
Lies won’t become truth even repeated 1000 times. We request you to throw out your wishful statement and adopt honest practice with customers, vendors, media and general public.
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