Spend 1 Billion To Build Sheep Base, Dangdang To Push Its Own Brand " Dangdang Cashmere "

In itself

On this road, Dangdang still does not give up.

Beijing Business Daily reporter learned yesterday that Dangdang wanted to spend 100 million yuan to establish sheep raising base, or to push its own brand "Dangdang cashmere" in the future. This will be another private brand after Dangdang superior products and Dangdang look.

Obviously, Dangdang CEO Li Guoqing is very optimistic about the strategy of raising sheep, but also stands on micro-blog's own side.

According to Li Guoqing, Dangdang decided to: 1, cooperate with Inner Mongolia cashmere association to establish a platform for high-quality cashmere enterprises.

2, enclosure sheep, in-depth industry chain upstream, in order to push its own brand "Dangdang cashmere" preparation.

In this regard,

Deng Yifei, general manager of the clothing business department, said Dangdang has reached strategic cooperation with Inner Mongolia Hohhot cashmere Association. It will invest 300 million yuan in the field of cashmere in a year, that is, it plans to invest 100 million yuan to establish a sheep raising base in Inner Mongolia. In the future, it will invest 200 million yuan to build an open platform for cashmere online, laying the groundwork for future Dangdang own brand "Dangdang cashmere".

"Dangdang"

"Dangdang" will introduce a variety of innovative exclusive services in cashmere products.

Deng Yifei said, such as C2B personalized customization, seasonal flash purchase, lifelong free maintenance, and so on.

According to Dangdang, it will eventually build a closed loop of trading chain covering new products, platform stores, tail goods, self owned products and private brands.

In fact, Li Guoqing is not the first domestic animal interest in the IT world. After NetEase CEO Ding Lei had raised pigs, Qihoo 360 chairman Zhou Hongyi had invested in the goat milk industry.

However, in the view of the industry, Li Guoqing's move is more appropriate to his website's business, and is linked to Dangdang's emphasis on clothing brand strategy in recent years.

Dangdang regards clothing as the most important category outside books. Therefore, self purchase and OEM is also a must step outside the flash purchase platform. Sheep, cashmere and deep industry chain are designed to promote users' purchase frequency, order conversion rate, passenger unit price and gross profit.

This logic is right. "

Internet analyst Qian Hao thinks so.