Y&R Beijing picks up dangdang.com business

E-commerce China Dangdang Inc, the first China B2C e-commerce brand to launch its IPO on the NYSE, 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.

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 commented on this further cooperation with Y&R, “We chose Y&R Beijing as our brand strategic partner because Y&R possesses the ability to sharply pin-point consumer insights, we see their professional 4A standards in servicing and last but not least their creativity. We trust that Y&R will become our important long term partner, helping us to stand out in the midst of fierce competition.”