China B2C e-commerce brand Dangdang has appointed Y&R Beijing as its brand creative agency, focusing on brand and promotion strategy as well as integrated through-the-line creative communications, following a multi-agency pitch.
Y&R Beijing’s general manager Luis da Rosa (pictured) said: “Both strategic value and overcoming challenges are huge in landing this piece of business. Against the backdrop that China’s B2C business development is the fastest on earth, dangdang.com is facing fierce competitors as well as rapidly growing challenger brands – how to sharply define and communicate their brand position is key to dangdang.
“On an operation level, none of these e-commerce operators can afford to drop promotions, the question then lies with how to structure offers that hit consumers’ hidden sweet spots. Besides that, fast turnaround of high quality campaigns is another challenge our team is more than capable of.”
Vice-president of strategy and investment of dangdang.com, Li Jian said: “We trust that Y&R will become our important long term partner, helping us to stand out in the midst of fierce competition.”
Headquartered in Beijing, e-commerce China Dangdang Inc. is a B2C e-commerce company in China. Since inception, they have focused on selling books online.
With a rapidly growing customer base established, Dangdang expanded into select general merchandise products, covering fashion and apparel, baby, children and maternity and home and lifestyle products.