Analysis of the collapse and vancl of PPG can be copied

In PPG Mister Liang very "unlucky" for "with the money abscond" rumors to justify, step on PPG shoulder up Vancl but in great success Fengfengguangguang announced to dominate the young people's "http://www.aliyun.com/zixun/aggregation/10226.html" > Lifestyle. If you want to make a list of the events in China this year, I think that PPG's fall and Vancl's reputation for copying this fallen PPG must have squeezed the top 10.

Actually copy ppg not only vancl a home, according to the rationale of the fall of PPG is a blow to the followers, but the warning effect of the fallen has not yet spread, VANCL new role model to spread out with greater potential energy, which for those at the beginning of the seeding to wait for VC fertilization of the followers, The pattern of garment-Business-to-consumer is still a happy one.

But the question is, Vancl replicate PPG success, you copy VANCL, also can succeed? To answer this question, you need to see how VANCL is successful. In this, inside the VANCL, old relish is vancl how to innovate, how to increase product lines, how to pay attention to quality, etc., in the external, it is generally believed that the old, Lei financing ability, of course, external views also have the same part: that is to think that Vancl successfully solved the quality problem of PPG.

But is that really the case? Public week, these two years of clothing market, can be said to be a typical excess of the buyer's market, only by winning the quality of enterprises, not only in the clothing industry does not exist in other industries, should also be rare. In terms of the mature products of clothing, quality control is not too difficult, now on the market, the quality of more than VANCL shirt brands, have done clothing people must know, you are willing to pay what kind of cost, you will be able to get the corresponding quality products, in the garment industry even have a saying: you add a few dollars, I can give you the quality to do better, but you let me produce poor quality things, I do not really produce-this is not a trick, but the production process of each manufacturer and the quality of workers decided.

Therefore, it can be said that the quality can only ensure that VANCL not repeat the mistakes of PPG, but definitely can not say that this is the main reason for its success. Since quality is not the main reason for VANCL success, what is the reason? Is it an advertisement?

Recently saw several articles, said a Lontro interactive company is how to help VANCL planning advertising success, in the vancl of the success of the elements, should have the credit of the company, but to say that all rely on this company, we can take this article as a soft text to see. The same is advertising, in the name of the cast is a great pay attention to, so it is not so much VANCL advertising strategy success, as the old, Lei background let VANCL success.

If there is a chance to compare the orders of Vancl and PPG, I believe most of the orders from the former are from the IT industry, which is the opposite. The difference in consumer groups has greatly affected the input-output ratio of the two companies ' advertising, to aging and lei in the IT industry visibility, with a few soft wen, Vancl easily over the network shopping the most headaches of integrity, do not underestimate the credibility of this problem, but has been one of the industry that the three major bottlenecks in E-commerce.

Go back to the input-output ratio of advertising, because the consumer group as long as concentrated in the IT sector, we are not very concerned about the integrity of the VANCL, so vancl ads, mostly just to play the role of reminding can be, that is, only need to tell the advertising audience it has what products, which concessions on it, Therefore, the advertising input and output ratio is very high.

We again to the anti-PPG ads, because the consumer group and management of the background is not very high overlap, so the first task of its advertising is a good faith, to let people believe it is not deceptive, such advertising effect is obviously greatly discounted. And more importantly, PPG's main promotion is advertising, so it has to pursue the input-output ratio of advertising, but in fact it is difficult to do this, there is news that 2007 PPG's advertising expenditure unexpectedly than sales revenue of 200 million, in this case, in order to compress costs, it can only hit the quality of the crooked idea.

Male shirts as a mature can no longer mature products, production technology is not complicated, PPG with a large amount of VC, regardless of IQ, or money, can not solve a small quality problem, the only obstacle is that its advertising input and output than extreme asymmetry, Had to be made up by compressing the cost of the product. into also advertising, failure also advertising, sad! ppg!

Understand the real reason PPG fell down, VANCL can be copied the question is not difficult to answer:
First, what is the consumer group you are targeting?
Second, your main promotion mode or advertising?
Third, how do you and your company's influence in this consumer group?

Obviously, if the first two you are like VANCL, and the third does not have the advantage of VANCL, you will need to be cautious; in fact, even if the third you and VANCL, but also need to consider the disadvantage. (written at end of 2008)