PPG and Vancl who are smarter

There are more reasons for success because there are not many reasons for success. For PPG and Vancl to get the same reason for today's success, then only two points: because it is a men's shirt;

More than 20 years of history of China's apparel industry leading Enterprises Youngor's men's shirts daily sales by the new two or three years of PPG surpassed, which business people will not be crazy fascinated?

And when Vancl in March 2008 announced sales beyond PPG, there will be more businessmen to explore the mystery: In the end the Shirt Network direct Sales field can also create how many miracles. But only over time, everyone from the upsurge of calm down, see more thoroughly, we can test the current success or failure, see the future development.

Based on strong manufacturing capacity, China is not lack of products, if only rely on preferential prices to long-term market, home appliances industry, domestic mobile phone industry, the evolution of the history can be a good reference example. Therefore, as a long-term business development strategy, whether only to delineate the network in the field of direct marketing or spread to the country's shirt sales market, in advance to realize that this will make our development strategy to go more stable.

Men's shirts for online sales have become a consensus. Because of this consensus, dozens of PPG mode of enterprise has been killed into the men's shirts network direct marketing, and even the strength of the traditional clothing enterprises are lonely. The same is the men's shirts, the same is affordable, VANCL and PPG two different styles of enterprise comparison, can let us paint the outline of the winner tomorrow.

Rookie--ppg at the poker table.

PPG's success is just because it's everywhere. More than 80% of its orders come from the call center directly to the "PPG everywhere" the most direct return. Similar to PPG, red children, well-off and three directory direct sales companies also have 70%~90% orders are directly obtained through the call center. However, the three companies have PPG unmatched large customer accumulation and deeper industry precipitation.

Among them, the red children rely on the country's 11 branches, more than 1600 employees support more than 600,000 active users, 15 years of accumulated and continuous operation of 8 million customer data is well-off "housekeeping", while the monthly more than 2 million DM and the proliferation of offline stores so that Mai Lin become "direct mail, network, store" Three-Habitat strength representatives.

The same is direct sales, compared to predecessors, PPG's industry precipitation has a significant gap, and its biggest loss is actually the soul of the direct marketing model-customer database. Judging from these gaps, there is only one reason to hold up the staggering sales of PPG, which is ubiquitous advertising.

But the "ubiquitous" cost is huge, if not in a short period of time to accumulate enough customer database scale, the essence of investment and expected return seriously deviated from the investor psychological bottom line, perhaps PPG's figure will slam disappear. This is also the biggest risk of "light Company". When advertising mid-peal stop, suppliers quietly dispersed, "light Company" what is left?

But this is a situation that nobody wants to see. Because PPG not only touched the business nerves of all the apparel industry entrepreneurs, triggered the clothing industry network Direct marketing changes, but also become China's E-commerce leap on the new level of one of the pilots. What we look forward to is that PPG brings greater surprise and success to everyone.

PPG's advertising costs are at least half wasted, but PPG doesn't know which half to waste. With the concept and application of precision marketing becoming mature today, PPG's marketing priorities and most of its money have opted for television, newspapers, magazines and outdoor ads that are hard to control. And the demand for advertising to brand awareness and new life concept propaganda. PPG popularized the idea of buying a shirt online, but for a long-term direct sales company, getting enough orders is the most important. Besides, playing the Star brand and building the product concept is no longer as effective as it was two years ago. Today, by burning brands to prop up the development of enterprises, but also rely on the emerging network direct marketing model, such a large risk, is tantamount to betting.

Of course, there will be friends to put forward the "wealth Insurance in the request" point of view. If you are a seasoned "professional business gambler", we have reason to give more support and trust, but from PPG's management and control of suppliers, network marketing strategies and skills, poor user experience and the jerky handling of crisis PR, it is more like a novice at the poker table.

Later VANCL

PPG spent more than two years to achieve a man's shirt day sales beyond Youngor, followed by VANCL only 5 months beyond PPG.

Early to network marketing as the main channel of promotion VANCL success can be summed up to two points: that is, "68 yuan" and "aged."

In many ways, Vancl and PPG are very similar, but in the marketing strategy and order source of these two key factors, the two have a diametrically opposed performance. More than 80% of VANCL's shirts are sold directly through the Internet. So far, Vancl's advertising and marketing channels focus on the Internet, and marketing costs far less than PPG. This is the biggest difference between Vancl and PPG.

"68 Yuan" is the core of all VANCL advertising strategy, marketing strategy and product strategy. 68 Yuan A, quality and grade to reach a level of the shirt in the domestic almost unique, in the same quality grade than PPG also want to benefit the shirt thoroughly broke the psychological price of the potential customer base, but also the consumer subconscious online shopping than offline shopping cheaper mentality, VANCL gives a reason for the customer to order immediately.

Of course, experts in the industry will also point to many of the necessary conditions for success, such as the quality of the shirt control and protection, timely replenishment of products, logistics and distribution of timely and good attitude, etc., but I believe these factors have become the basic conditions, direct sales enterprises to achieve long-term development of the most basic requirements In recent years, we continue to explore, through differentiated marketing, differentiated products and differentiated competition in today's increasingly fierce market competition to achieve success. Therefore, "68 yuan" is one of the core reasons for Vancl's success. To be sure, the information we get through the media, VANCL product quality is better than PPG.

The second reason is "aged". VANCL's core team consists of a team of former CEO aging leaders. The aging team's accurate grasp of network marketing and China's Internet environment and the actual operation experience are the main reasons for VANCL to create the business miracle. Taking the network advertisement as an example: the depth, breadth and degree of VANCL Network media advertisement are the few successful examples in recent years. To the country's largest three major mainstream portal banner advertising to achieve coverage, to the most concentrated working-class people, the use of the most frequent mainstream communities, forums and instant communication tools to achieve the depth of the target population infiltration, of course, indispensable is the use of search engine keyword ads and content ads on the "Long Tail" Scattered potential customers on a wide net of fishing, through these appropriate delivery strategies and methods, the site traffic alone on this indicator, VANCL has been higher than ppg6~9 times of traffic. And another more effective network marketing strategy is large-scale network Alliance marketing. Giving full play to the dispersed marketing power of the Internet value chain is the best way to rapidly multiply the sales scale. High sales commission makes many personal stationmaster become vancl part-time salesman. When thousands of people help you sell products, your success is obvious. We can see that PPG has also begun to explore and try to Network Alliance sales, but from the CPS sales commission percentage ratio, Vancl 16% and PPG 10% already have enough reason to let more site owners choose Vancl, not to mention, in the Internet, VANCL sales are almost 9 times times that of PPG. There are several other factors, such as logistics distribution, site design and other infrastructure, VANCL also in the experience of the operation of the business team led to a lot less detours.

To improve product quality, enrich the grade and variety of products, strengthen the construction of logistics and warehousing system and develop new marketing channels is VANCL recently started work. In order to perfect their own long-term development strategy to show the Vancl steady and hard business style. VANCL, which has a good internet gene, is likely to become a new benchmark for China's direct marketing industry in 2 years ' time.

Vancl and PPG's reasons for success

At the beginning of the article we mentioned two reasons why Vancl and PPG have succeeded. So what are the reasons for tomorrow's success?

1.? Firmly grasp the soul of the direct marketing model-customer database. If you have a large customer database that is willing to accept and choose a direct marketing model to buy a product, and can tap the customer resources Well, then we can take the "affordable" and "Men's shirts" as the means to attract and impress some of the consumer groups to meet some of their sales needs. It is important to tap into their more requirements when they have customer data, so it becomes natural to extend the product line to meet these needs.

2. Cement, mice, envelopes and telephones have all been proven to be very effective direct marketing models, and there are always a number of potential customers who are only able to access or choose one channel. Therefore, according to the process of enterprise development, it is important to open up new marketing channels to allow traditional direct marketing enterprises to break through the bottleneck of development, but also to VANCL and PPG such a new direct sales enterprises to develop a more robust and stable.