Dangdang brand upgrade dare to "when" salute the new era

October 20, 2014, the Chinese Electric Business leadership brand "Dangdang" announced the upgrade renamed to "when", in the domain name dangdang.com remain unchanged, delete the non-keyword "NET", at the same time launched a pair of red "round Bell" as brand new logo. In addition, when 15 years of slogan "online shopping" to enjoy the "when" also changed today to a new era of the characteristics of the cry-"Dare to do".

"Dare to do" when "fully demonstrated when the courage to do the social responsibility, dare to say when personality, and dare to dare to break the spirit of innovation." Such changes complement the consistently candid and aggressive style of its brand founder and CEO Guoqing.

"We have to change ourselves genetically and bravely deny ourselves." Because our biggest enemy is not our opponents, but ourselves! " Guoqing expects to present every more authentic self and influence the environment and times that we live in by using one's own personality and personality.

New brand Attitude

As China's most famous electric business enterprise, why "when" to upgrade the name change? Why do you want to upgrade from "online shopping" to "when" slogan to "Dare to do"? In this regard, when the brand owner said that the upgrade is based on the following needs:

Image upgrade: 2014 is when an important turning point, the proportion of non-book business has more than 60%, enterprises to comprehensive transformation of integrated shopping power, the need for a new image to redefine the brand connotation.

Comply with the demand: with the electric business industry gradually mature, consumer demand more and more fashion, diversification, personalized upgrade, when the need to adjust the brand new image to meet user needs;

Occupy Auspicious time: November 9, 2014, when ushered in the 15 anniversary, simultaneously coincides with the Chinese electric Dealer's double 11 carnival opportunity, is to be described as "the right time and the people".

After more than 15 years of growth, when the price of blood in the competition environment to stand out, not only to emphasize the price, but to promote a brand attitude.

"Dare to be" when "the new slogan not only shows the principle that when always stick to, good faith management, do not sell false, do not make false promotion, do not make false propaganda; At the same time, when hope, the public in" Dare to do "at the same time, also dare to" when ", that is, to send their own inner voice, hard work, The happy life also must bravely undertake the society and the environment to the individual expectation, pays belongs to own responsibility and the duty.

The new slogan has personality

"When" brand upgrade, remove the "net" word, in the form more simple. Two "when" the superposition of words, so that "when" the combination of two words into a whole, the form of superposition of fonts easy to form a sense of speed impression.

It is easy for a bell to associate a new logo with an instant. At the same time daily life, the bell issued a "clang" sound is a hint of the sound, will give a hint of a shopping reminder.

From the consumer's point of view, the new slogan also represents when the user brave to live out of the self, can-do new attitude, on the one hand with the times and young personality groups more closely connected, on the other hand, when the commitment to consumers, from product delivery, shopping experience, after-sales service and other aspects to win user recognition and trust.

Now, along with China's consumer market is about to usher in the Z-era crowd (note: Generation after generation, or even after 00 people, the main consumption wave, when the timely upgrade renamed and launched a new slogan, in the process of communication with consumers, will be more penetrating, more likely to trigger the resonance of young groups, thus effectively narrowing the distance with young consumers.

New When to subvert

In the brand upgrade and the new slogan behind, is guoqing to Dangdang future development Bupobri firm attitude.

2014 face the rapid changes in the industry, when it is with endogenous change, super fast strain, continue to break through the business model, even if it can subvert when its own consolidated market position, Guoqing called "the courage to leather their own lives."

In the book field, the paper book Dangdang has occupied 50% of the online market share, is any other opponents are insurmountable "moat." But Guoqing has shifted its focus to digital reading, pushing digital-reading products internally (when reading 4.0) and free, borrowing, and other models, expecting E-book sales to overtake paper in 3 years, as more than half of the users of Dangdang have formed digital reading habits.

In the field of clothing, Dangdang increased its efforts to "fashion power" to March, the goal is in the 600 billion yuan clothing market occupies 60 billion yuan share. After more than 2 years of rapid growth, Dangdang apparel category sales have been second only to books, the quarterly growth rate continued to exceed 100%. At present, when the billion units for the investment, the overall layout of upstream apparel design, senior buyers and the middle of the fashion editorial team, and with the Chinese Fashion Designers Association and 2000 designers to establish deep cooperation. At the same time, when in the "cashmere" and other market segments, the integration of upstream resources to open up the whole industry chain chain, to provide consumers with the courage to do the rest assured shopping experience.

In the wireless field, guoqing personally in command of the internal Wireless flagship division, to break the barriers to speed up the wireless end of product development, user experience, marketing, exploration and PC shopping completely different subversive innovation. September when the exclusive launch of the mobile phone client chic now fashion shopping, when the accent and the topic of the shopping community, such as "Wireless Fashion Sambo", more mobile phone users have brought the ideal shopping experience. Now, Dangdang Daily mobile phone access to the number of users increased 3 times times, 60% traffic from wireless.

It can be said that Dangdang business breakthrough has gone in front of the brand. "This is the 15 anniversary of Dangdang's creation. We need to reinvent the brand of Dangdang, to change the inherent perceptions of booksellers and inject themselves with the ' fashion ' genes. Dangdang CEO Guoqing wrote in an internal letter.

On the eve of the 15 anniversary, when the brand upgrades, and the new slogan of the proposed, fully demonstrated when the characteristics of the passion and dream, or will open its own chapter.