Beijing Dangdang Information Technology Co., Ltd：Improving usage rate of old books to vitalize new book market

Company profile
www.dangdang.com（Dangdang）, the website operated by Beijing Dangdang Information Technology Co., Lt, is a world-famous an comprehensive online shopping mall. Founded in November, 1999, Dangdang enlarged its products range from books to all kinds of commodities until now. The company has been listed on NYSE on December 8^th, 2010, becoming China’s first B2C e-commerce company listed merely by on-line business.
Challenge
At present, there is a severe waste of old books in most cities. At one hand, too many old books without proper approach to be dealt with can influence people’s desire to buy new ones; on the other hand, people in some remote areas in China don’t have extra money to buy new books. Books, which are not disposable, can be re-circulated and deserve sharing. As China’s biggest book e-commerce, Dangdang exerts its e-commerce advantages and makes the great number of old books re-circulated to provide room for new books’ sales, which become its responsibility as well as business opportunity.
Solution
In 2015, Dangdang officially launched its public welfare project “drifting second-hand books”, to appeal  residents from middle and big cities to donate their books in idle, and set up platform for old books’ circulation to improve its usage rate. With the advantages of logistics, Dangdang solved the delivery problem without any cost. While delivering new books, Dangdang collects old books donated by clients at the same time, and send them to the left-behind children in middle-west area, farmers in less developed counties, and city workers, thus solving the problem of unbalanced reading resources between urban and rural areas. Besides, this measure can also stimulate customer’ desire for buying new books, and thus expand new book sales market.
Achievements
Social benefits: By the “second-hand book drifting project”, Dangdang fully used old book resources from customers from middle and big cities, solved the “reading gap” with minimum economic cost, and made those from remote areas can read the books they loved. This project got wide support and received popularity from society.
Economic benefits: While customers are donating their books, they get the full space for new books. The more books they donate, the more news books they will buy. Besides, by the “second-hand book drifting platform”, customers will buy new books more actively, which creatively explored the new books sales market and improved its economic performance.
Environmental benefits: Nowadays, environmental-friendly and energy-saving concepts are being advocated; old book circulation also becomes more meaningful in environmental field. Producing 1 ton print paper need 3 cubic meters of woods and 6-8 ton of water. If recollecting and re-circulating 5% books across the country, 260,000 ton paper, and 780,000 cubic meters of woods will be saved. At the same time, 850,000 ton of CO2 emission will be reduced.
Prospects
To help more people have books to read is the assiduous object dangdang.com seeks. By creatively using Internet, deeply digging and exploring book market, dangdang.com let all those who loves reading have the books to read.