Dangdang wants to set up a sheep raising base CEO Francis Chan spends 100 million yuan as a shepherd

Dangdang still doesn't give up on the road of its own brand. A reporter from the Beijing Business Daily learned yesterday that Dangdang wants to spend 100 million yuan to set up a sheep raising base, and in the future it may promote its own brand "Dangdang cashmere", which will be another own brand after "Dangdang excellent products" and "Dangdang watch".

Obviously, Francis Chan, CEO of Dangdang, is optimistic about this sheep raising strategy and personally stands up for it on Weibo. According to Francis Chan, "Dangdang decided: 1. Cooperate with Inner Mongolia Cashmere Association and join hands with high-quality cashmere enterprises to establish a platform." 2. Raise sheep in enclosure and go deep into the upper reaches of the industrial chain to prepare for the promotion of their own brand 'Dangdang cashmere'.

In this regard, Deng Yifei, general manager of the clothing Division of Dangdang, revealed that Dangdang has reached a strategic cooperation with the Inner Mongolia Hohhot Cashmere Association and will invest 300 million yuan in the cashmere field within a year, that is, it plans to invest 100 million yuan to establish a sheep raising base in Inner Mongolia, and another 200 million yuan to build an open platform on cashmere line in the future, laying the groundwork for setting foot in Dangdang's own brand "Dangdang Cashmere" in the future.

"as a key sub-category of Dangdang clothing category, Dangdang will introduce a variety of innovative and exclusive services in the cashmere category." Deng Yifei said, such as C2B personalized customization, should be quarterly flash purchase, life-long free maintenance, trade-in, and so on. According to Dangdang, it will eventually build a closed-loop trading chain covering new product flash purchases, platform malls, tail goods special sales, boutique self-management and self-owned brands. In fact, Francis Chan is not the first boss in the domestic IT industry who is interested in animals. Before that, NetEase CEO Ding Lei had raised pigs, and Qihoo 360 Chairman Zhou Hongyi had invested in the sheep's milk industry. However, in the view of the industry, Francis Chan's move has a higher degree of fit with its website's own business, and is linked to the clothing brand strategy emphasized by Dangdang in recent years.

Dangdang regards clothing as the most important category in addition to books, so in addition to the flash purchase platform, self-management and labeling is also an inevitable step to raise sheep, push cashmere, and do in-depth the whole industry chain. to seek the boost of user purchase frequency, order conversion rate, customer unit price and gross profit. This logic is correct. " Internet analyst Qian Hao thinks so. (reporter Wei Wei)