A mixed blessing: advertising marketing won the media gene surplus

Aged (micro-bo) early reporters, editor-in-chief identity, gave Van Gogh's distinctive media genes. This not only brings a good advertising planning, successful brand positioning, but also to a certain extent for the marketing of the excessive and do not understand the brand to create responsibility, more can be explained in the service and quality of the double standards.

Han and Dan "Every object", xiaoming "hold Body", Li Yuchun "born 1984", the Renewal of Han Cold "spring celestial body" every round of advertising marketing in the Internet set off a wave of the wind, banter, in the advertising sensation under the influence of countless consumers to do their own pockets. But this time, every customer at last fell on his long board, from the sensation effect slippery to the excessive marketing. With the image of the state leader to do a large advertising, violating the "advertising law", such a low-level error, can not help but to exclaim that the enterprise of the customer control so weak. But in the industry, it seems that the problem is more than advertising this little thing, the hype will always make a further peep, which led to a "lack of internal strength" of the query sound.

Once on the internet widely circulated "burst material" "Fank can also how long" series Four, with detailed (but much exaggerated) data, from inventory, staff wages, sales, arrears four aspects of the repeated argument, "every customer can survive, estimated aging also very headache." This is only the anger of the text? I am afraid that there is a lot of groundless elements, so far many visitors to the mode of questioning the use of the data, angle.

However, the analysis of the visitors can not be so blunt. First of all, every customer is not only a business, but also a brand. It has a long industrial chain, both traditional clothing brand product design, brand marketing, fashion taste, more e-commerce industry distribution and warehousing. At present, every guest is still in the process of trial and error, profit is not the primary goal of every guest. More importantly, the early years of the reporter, editor of the identity, gave Van Gogh's distinctive media genes. This not only brings a good advertising marketing, successful brand positioning, but also to a certain extent for the marketing of the excessive and do not understand the brand to create responsibility, more can be explained in the service and quality of the double standards.

Advertising marketing a recruit fresh

Always with t-shirts and canvas shoes for the main play of the van, last October 24, with the global sales of the authorized biography of Jobs biography. According to relevant sources: "A single business is a loss, where the customer sent the T-shirt price is 29 yuan, the price of the book and when the same", "the purpose is to further attract new users, to buy when Tifan customer products." This is a very successful sales case, the final sale, the media called "Test water", but this is for every guest, for the aged is to restore the old line of small test.

In its era of excellence, how can aging be the ultimate sales?

Two years ago, an article in Internet Weekly wrote: Recalling this paragraph of undertaking (excellence), he is most proud of, can not only "Renyu series", "Qian Zhongshu Complete" and other popular books sell hot, but also "Garfield" and "Dahua Tour" such as the best-selling book sold out of stock. In this respect, the then competitor, Dangdang President Guoqing (Micro Bo) even evaluation of aging, is a "can squeeze users to buy the person."

This is not difficult to understand, where the rise of the wave-like, and a sales miracle is the growth of a node.

July 2010, where the guests invited Han and Dan endorsement "where the object", directly to the annual sales from 500 million yuan to 2 billion yuan. October 2011, Li Yuchun Endorsement advertising on the clothing once sold off goods. In March this year, the VT endorsement by Han, the first week on line, sold more than 700,000 units, and now maintains a daily sales of nearly 100,000 pieces. This again and again behind the sales miracle, is the corresponding main push products crazy hot. June 2009, imitating Uniqlo Uniqlo functional women's bra-t, to its ultra-low prices so that Uniqlo can not fight back; May 2010, where customers will T-shirt products from 59 Yuan to 29 yuan, and once again to the Uniqlo unprepared; In addition to the industry known as "stealth Killer" of the 9 yuan stockings, On the first day of the line sold 20,000 pairs of 59 yuan canvas shoes. How much fire does a customer's T-shirt sell? Van Wang Chunqi, senior vice president, said recently that in 2011, every customer-prudential goods sales of more than 10 million VT, accounting for the domestic t-shirt market total of 20%. On the basis of these data, it is more appropriate to use sales as the king to describe every guest.

There is a huge price to pay for the sale of a customer. According to the survey of Huarui network standard, only in 2009 VANCL put the network advertising costs of 520 million yuan, ranked second in the whole of China, more than Nike, Lenovo Group and large car manufacturers. In 2011, the figure was said to have reached 1 billion yuan. This March, every customer's "spring" is a huge cost, according to people said: Outdoor budget 80 million, Baidu's launch framework 75 million, the Internet launch plan 500 million, overall advertising on the total disk in more than 1 billion yuan. This more than 1 billion of the money is not for every electric vendor to burn. Of course, the current Internet enterprises are generally financing first, profit second, so, burning money is not a customer sales as the king of the first key, although this for just announced to "through the profit proof model right" of the old, I am afraid and the original chase "sales growth" like, can only be a trial and error.

In fact, even more serious is, where the customer's excessive reliance on marketing, and ultimately from sales to the king of the excessive marketing. The use of national leaders to advertise, such "unreliable" hype in every guest inside can be said to be early. January invited Cang well empty to participate in the annual meeting, the March South Korea is the right to renew Han Han is the most suitable for the battle of the cusp, almost all the customers do is not the electricity business, but the entertainment media illusion. In response to the invitation Cang well empty to participate in the annual meeting, Aging said, "in this snobbish world, emotion is just emotion, it is worthless." "Is it marketing or hype?" They need strict boundaries.

On the other hand, where is the real efficiency of advertising marketing? After all, the sensation is sensational, conversion rate is the most direct evidence of advertising returns. Eric Consulting on the October 2011, the conversion rate of each customer's shopping website (from access to the next list) analysis found that Taobao (including Taobao Mall) access to the next single conversion rate of 6.4%, top of the list, and where the goods under the single conversion rate of 2.5%. We found that every customer's big ads throw out the sensational effect of the original is still only on the surface.

The strong media gene makes every guest almost each advertisement marketing to form the sensational effect, the huge marketing to every guest's rise is the function is huge. But excessive marketing is bound to bring adverse effects, not to mention the high efficiency of marketing is another matter, after all, not every entrepreneur has aged contacts and huge financing.

Branding by shouting

"In China, even if it is Uniqlo, we can not lose", "h&m in China is not our opponents, how they put us can achieve the same influence," I hope that I will be able to buy the LV, and then sell the same as every customer sincerity goods price, I also hope to take the deal, Canvas shoes on the sale of 50 pieces, which I very much hope to see the results of "Yes, it is old to say these boast." You know, LV is the world's leading luxury brands, Uniqlo and H&m are ranked among the world's own brand apparel retailer top four.

It is not polite to say that in the brand-building, every customer's first move is to be happy to the big speech. Claiming that "every guest", but let people think not to know all difficult.

Successful brand positioning, is more of a key to the brand-building. "Civilian fashion" positioning is very attractive, coupled with a lot of creative, sensational effect of the advertising copy, where the brand-building look is undoubtedly relatively successful, but the number of excessive reliance on advertising suspicion. Aged claiming that two times the purchase rate has reached 80%, but Analysys International analyst Shou sent the view, "advertising is still the main driving force for growth, continuous investment is to protect the conditions for the maintenance of market position." Every year the growth of advertising investment is also obvious to all. In fact, what is the two purchase rate per guest? We will find 40%, 50%, and old self-proclaimed 80%, a total of three data. In the face of high advertising, there is no doubt that the old words will be greatly discounted.

On the one hand, where customers do understand the hype, understand the promotion, but also in the promotion of the rapid establishment of brand awareness, but on the other hand, in the actual brand-building, where the customer is a constant problem. Remove the next part of the quality issues to say, placed in the road to create a brand of customers there are two of the stumbling block.

One is the disordered category expansion. Where the appearance of the mop, the final let aging big, disorderly expansion category is brand-building taboo. Why although always stressed that every guest is a brand, but still want to think of it as a platform? As early as May 2010, where the customer-prudential products under the Vjia. Vancl and Vjia Two websites operate independently, V and v complement each other, can use channel value more fully, and can evade the risk of own brand. 09 Vancl joined the days of the cat, was once deserted, and recently rallied, this can be regarded as a guest outstanding oneself is a brand embodiment. After constant trial and error, where the customer prudential business ideas gradually clear. We will never find Jingdong brand direct shop on the day cat, this is the difference between brand and platform.

Second, the product line is too narrow. Compared to the main basic paragraph of the Uniqlo, its annual summer only printing T-shirts have hundreds of, every customer but single monochrome but Baixin species. This is undoubtedly by the customer control price, compression cost strategy caused, where the customer has said: "Every customer is still a large-scale, universal clothing mainly, such as men's shirts, such design costs can be controlled to control the price." "But the result is very brutal: not easy to attract customers to the page, but because the color is too small to choose the right clothing." Where customers do is the clothing brand electric dealer, completely different from the millet mobile phone can be a series of products to conquer, only take the road of product line brand strategy, to achieve brand size effect, save marketing costs to win. In the final analysis, every guest's advertising conversion rate does not go, the product line is too narrow to bear a lot of responsibility. At both ends of the product line, the compression cost and low conversion rate of a loss, almost formed a vicious circle.

Brand modeling is not just relying on the media genes to play good slogan, tell a good story on the line, clear the difference between the brand and platform, firm Brand Road for the first to recruit, original design, unique style is the brand for the connotation of the brand, and open their hands and feet to enlarge the product line can fundamentally expand the impact of the customer brand. Yell is always just a seller's yell, Word-of-mouth is from the buyer, the brand value added alone yell is not on the go,

Service and Quality mutual stroke

30 days to return the replacement of security, delivery of goods to pay, face-to-face test wear, 7x24 hours customer service hotline, where the quality of service is the cat, when, Jingdong incomparable.

Modern international research company released a nationwide consumer evaluation of the return of electricity traders report, the results show that if the return of a business is not satisfied with the service, 30% of consumers said they will not buy shop in the home purchase, 63% of consumers said the site will reduce the frequency of purchase. Merchant's return exchange policy, to the customer purchase experience, two times purchase rate influence naturally is self-evident. Reporter learned that the days of the cat support seven days no reason to return policy; When support within 7th returns, 15th replacement, Jingdong support within the 7th no reason to return, 15th failure returns. Only Amazon is in support of the 30th return and quality issues of replacement, in the return service, where customers than Amazon also Harvoson.

has been a headache for the electrical business, the distribution problem, where the customer has done enough kung fu. Although the self-built express has been quite controversial, April, such as wind up the downsizing, but also caused by the outside of all kinds of bad speculation, but in the face of difficulties in front of the insistence, from the other side, more show the attention of all customers to the service.

In fact, the distribution of customers far more than the pursuit of "fast" go farther. In every guest, even if you are buying a 29-dollar T-shirt, it is also a two-storey packing bag plus a box. Aging said: "Our warehousing department has been fighting me, said that the cost is 2% higher than the original, and then I told them, this 2% to me to the other departments, but they still struggle." I told them that I would order the product with a different name, if the product did not have non-woven bags, I am sure to pursue. "Let the customer feel the quality of service," in the open packaging that moment the mood is happy, where the guests do the ultimate.

But you can hardly imagine, a insist even if the cost is high 2% also want to do the packaging, but in the product quality leakage of the slip, how many maiduhuanzhu taste.

Analysys International analyst Shou sent to believe that quality will become a constraint on the development of the bottleneck, "This is one of the key problems for the guests." Brand is not only achieved through external influence, but also need products and design to give more meaning. ”

The first problem is quality. How good is the quality of the guests? Where the quality of customer goods is not at all ' sincere goods ', ' bought its home a yellow T-shirt, unexpectedly fade "," a special 69-dollar T-shirt, wearing a half-day on the ball, "130 grams of VT, you say," This massive difference is after all can not be ignored. Fortunately, every customer sincere goods disclosed, this year's focus is on product quality improvement, but also special quality inspection from the product division out, in the five major division, Production center outside the establishment of quality control center. We can only wait to see if the quality of our guests can be improved.

The second problem is design. Imitate Converse's canvas shoes, imitate Ccros's Hole shoe, imitate Nike's breathable hole shoe, imitate Uniqlo's bra-t, and so on. If you can not innovate the design, can only imitate, that can not lead fashion can only follow the fashion, the brand added value is very low. Aging has announced that it is working with Disney, the NBA, some film companies, and even international big-name designers to seek cooperation, it is clear that customers have been aware of their products in the design of the short board.

In this last resort to the service and quality of the mutual fight, VANCL show the Maiduhuanzhu Tendency, just "a penny a penny" to excuse has been said, and why the reduction is not the cost of 2% of the packaging bag it? Every guest's excess media gene determines that it will not do so. Service and quality If you can only focus on the first, so look good and in fact good, this is the media gene and electric quotient gene mutual fight, for every customer, obviously is the former more than one, but "quality will become the bottleneck of every customer development" is not a false words.