Every customer single goods advertising marketing fee as high as 10 yuan: advertising into the sweet shackles

Where the founder of the Customer Prudential Goods (VANCL) founder aged recently revealed that the 2011-year advertising volume of 1 billion yuan, is expected to sell 100 million pieces.　　This means that every customer per piece of the advertising marketing fee is as high as 10 yuan, which is priced only for 29 yuan, 69 yuan, 99 yuan, such as the low price of the goods, can not be said to be a "luxury" advertising fees.　　However, the luxury advertising investment brought about by the soaring orders to the operating system of the customer's fatal pressure, a hundred thousand of backlog of warehouse orders the lesson of the rapid leap Red Company worries, how to step on the pace of advertising marketing or "where the tide" lively behind the cold thinking. This reporter Wang Fei dan from Guangzhou "Love the Network, Love Freedom, love late, Love night Big Row, love racing, also love 29 pieces of T-shirt, I am not a flag bearer, not who endorsement, I am Han cold, I only represent myself." I'm like you, I'm a guest. "When Han's this advertisement swept the country," where the object "to become a national fashion, where the customer prudential products, such as the CEO of the Chinese shop into the bull-like Hao speech Mowgli:" I do not know clothing, do not understand marketing, do not understand the Internet.　　"and" Three do not understand "relative is" annual sales of 2 billion yuan "success. In fact, old too "understand", so that every guest's development beyond his imagination: "It is terrible, disaster ah." "Every guest virus-type advertisement supports its" annual growth of 300% "speed, and this" terrible "speed is just the most dangerous game: Once the customer increases the advertising investment to shape the brand, the increasing business volume is likely to cause the fatal pressure of the operating system;　　The brand of every guest that has been painstakingly built may be followed by Waterloo.　　Advertising, may have become the most sweet and the shackles of every guest nowadays. Virus-like invasion of mainstream portals, forums, subways, bus stations, and even when you use Hotmail to compose mail, all kinds of ads will always appear in front of your computer screen, or with the spokesperson Han or Dan "where the object" together in the eye.　　This invasion of every guest has been three years. 2007, aged by UCWeb chairman Lei funded, resigned to create a guest. "From this, is the three years of customer sincerity goods." "Old Thanksgiving and said with emotion," We sell 15 shirts from the first day, to now average sales of nearly 200,000 pieces of men's, women's, shoes, children's wear, home and so on.　　"15 to 200,000 pieces, within three years, every customer's daily sales leap" 13,000 times times ", the astonishing leap behind, is a stunning advertising investment. Aging has revealed that 2009, where the advertising amount of 200 million yuan, 2011 is expected to sell 100 million pieces of clothing, investment 1 billion yuan advertising fees. A company that sells clothing online, its annual advertising volume is even comparable to the three major operators, the big surprise, and even more stunning is that "1 billion yuan advertising, sales of 100 million pieces of clothing" means that every customer will bear a single product of 10 yuan of huge advertising costs, for only 29 yuan for every customer T shirt and so on singleGoods, every customer's advertising investment is not a luxury. "Our advertising is definitely greater than 1 of the input and output ratio," an executive told the time Weekly.　　"And the industry circulated every customer advertising input-output ratio of 1:3, if this figure is true, means that every customer to invest 1 billion yuan in advertising, will be 3 billion yuan revenue return."　　In three years, every customer-prudential products by virtue of advertising marketing to sit on the clothing class business sales head of the top. "China apparel sales e-commerce Business market sales revenue of about 3.9 billion yuan, where the customer prudential goods sales in 2009 ranked first, sales scale reached 1.22 billion yuan, accounting for 31.28%." "Time weekly reporter from the Qing ke group obtained a" 2010 China e-commerce Consumer Market Investment Research Report "shows that every customer as the consumer online retail market Apparel industry vertical market, has long been off Massamasso, Dream Bazaar and Mai nets these three opponents,　　The total sales of these three 2009 years is only 530 million yuan, or even less than 50% of the total revenue of the year.　　Orders and complaints Qi every customer's rapid development, so old and happy and afraid, one side of the soaring orders, but also tired of coping with the soaring orders brought pressure.　　May 2010, where the advertising effect of the rapid development of all the guests came to a hard horse: The month, as the warehouse relocation, where a hundred thousand of orders delayed delivery, user complaints multiplied.　　Aged feel a hundred thousand of orders out of the warehouse is a "terrible" thing, he did not "CEO" face, quickly on behalf of the company to all customers solemnly apologize, a letter to write the letter of apology hanging in every guest site eye-catching location. "At that time every day is broken, T-shirt almost every minute is broken, we ourselves have too late to buy; It is never enough to lift a shoe. "is old and burned, every customer's online orders are still soaring, before not to do, funeral, old bitter smile," I am very disturbed, but also can really feel the face of the criticism behind the guests ' expectations. The Open Web page, select items, click on the order, waiting for the receipt of goods, consumers in every customer shopping fast then can be completed; However, where the customer in the warehouse construction, logistics and distribution, recruitment and service improvement, whether it can be synchronized with the order volume, to maintain the annual "300%" growth rate? Can be adapted from the "Daily sales 15" to the "Day sales 200,000" leap? Where the passenger and freight to pay the city up to 862, how to effectively manage the quality of service in the near thousand cities?　　This is a challenge for any electronic business, and it is even tougher for a giant such as a customer. "It was the May issue that made it possible for us to better improve our operating system," he said.　　"Every guest an executive told The Times weekly reporter, every guest's May crisis may be a blessing in disguise, how to know not blessing." "Wrong in such a big action, planning is not enough." "Every guest isThe storage upgrade paid a huge price, aging has therefore become more and more attention to the construction of the customer operation system, and outspoken customers will be the first investment in warehousing, logistics and internal IT architecture, "in China, from tens of thousands of single day to hundreds of thousands of single day, growth is very fast, but distribution and logistics is not built in one days."　　"A little bit even aging himself are frankly, where the pace of development has exceeded its imagination, the speed of the guests, has made its advertising some tiger."　　Increase the intensity of advertising will stimulate performance, feedback to the company level may result in operating system pressure, if to reduce operating pressure to control the advertising investment, where the brand awareness of customers may be reduced.　　How much to put in, how to launch, may have been the people to develop advertising program of the most headaches, because the electronic business of advertising feedback is extremely sensitive. "This year, every customer estimated sales of 6 billion yuan, with 1 billion yuan to shape the brand, is still in reasonable." "China 4 A advertising company Feyang advertising Customer Manager, told The Times weekly reporter, every guest's advertising investment although" a lot ", but is targeted," every customer's target audience is the vast number of netizens, so the choice of Han and Dan two real, free and easy artists as spokesmen, this and every guest to convey the ' Civilian fashion ' brand concept is in line with, at the same time, where customers rely on network Marketing + plane three-dimensional way to put ads, double action to help push the brand and performance of every guest.　　"In fact, when Fank by the first day of advertising marketing, people are worried about whether a few years ago, as a result of the launch of a large number of ads have been hit PPG company generally, such as meteor across the industry, and then suddenly disappeared." "Every customer and PPG's revenue relies on advertising support." "Famous internet expert introduce not without worries to the Times weekly reporter Example Way," Jing Dong net advantage is to be able to get low-priced electronic goods, and clothing raw material price advantage, every guest is very difficult to embody, and every guest such enterprise can reproduce strong. "In the face of the Times weekly reporter about" Every customer can be copied, "The question, said every guest executive quipped:" You just said ' every guest and ppg very similar ', in fact, has answered the question. "Before the PPG, the existing visitors, the future will also be countless." PPG has become the "most failure case" in the investment world; and at this time the customer is becoming the investment community, "the most successful case" of the research model, perhaps PPG's failure and every guest at this moment's success, are "extreme cases", how to find the right pace of development for every customer to see how customers break through the advertising of this sweet shackles.