Focus on VANCL's experience marketing and integrated marketing links

Project description

Basic mode: The project of the Business-to-consumer, using the network Direct marketing method.

Product market: Network sales men's shirts. Adopt a standardized strategy.

Promotion mode: Internet + print media.

Price strategy: Flexible Discount pricing + initial experience mode.

Industry Status: In recent years, a large number of projects with the field of business, similar characteristics, with a huge amount of advertising + Network direct marketing way to operate. Before the VANCL, there are PPG and other advanced.

Founded in October 2007, VANCL is a rare and fast-moving entrants from the domestic market. June 2008, VANCL to achieve sales of 48 million yuan; as of July, VANCL has successfully introduced investment agencies including IDG, joint venture, SoftBank, and Qiming venture capital at $ tens of millions of.

VANCL every customer sincerity goods is domestic this period of time more outstanding fashion clothing brand, it appears in the Chinese market than other brands are much later, and for fashion apparel marketing, want to grab a place in a new market, even if a large number of marketing input, may not be able to achieve the goal. Compared to VANCL every customer sincere product marketing strategy, it should be said that they understand the market, they do things, fully in line with the needs of the market and carry out the necessary elements of marketing.

Pay attention to the VANCL product experience marketing and integrated marketing of these links. You can have in-depth insight into the strategy of VANCL's products.

Network Virus Marketing

The internet is the most important channel for consumers to learn, and in new brands and new products, the importance of the Internet is first ranked in front of television commercials.

Vancl every customer-prudential products using the Advertising Alliance, will be advertising all over the Web site, because the use of trial strategy, ads are relatively high click-through, because the use of a large area of network marketing, its comprehensive marketing costs are also relatively lower, and the marketing effect and scale far better than traditional media.

Second, experience marketing

A good brand experience (or a bad brand experience) is much more powerful than a positive or negative brand image. VANCL every customer Prudential products using "VANCL trial cheerleaders", free of new bra--charm bra Try to wear the strategy of writing experience activities, users need to fill out the real information and mailing address, you can get the trial outfit. When consumers tried VANCL products, then the evaluation, and other potential consumers to communicate, general communication is the positive (the trial installed very poor estimate brand will be smashed).

Third, Word-of-mouth marketing

Consumers ' recommendation or advice to potential consumers can often lead to the purchase decision of potential consumers. The overwhelming advertising campaign, the media has gradually lost the impartial public relations, has let the consumer to the traditional media Advertisement Trust degree drops, the word-of-mouth spreads often becomes the consumption most powerful marketing strategy.

Iv. Membership System

Similar to the Bertelsmann book Friends of the model, ordering VANCL goods at the same time automatically become VANCL all customers sincere product membership, without paying any dues and annual dues. VANCL Customer Prudential Products members can also be presented with DM magazine, to become VANCL every customer-prudential products and members of the transfer of information, two-way communication links. The adoption of membership system has greatly improved the VANCL consumer goods consumers of the sense of belonging, narrowing the vancl of the consumer goods and the distance between consumers.

From the above analysis, the Internet for the vancal of the greatest promotion of goods there are three:

A, reduce the marketing costs.

B, significantly improve the brand to occupy the market speed.

C, consumers through the Internet to potential consumers effective word-of-mouth. From this data and case I think can cause a lot of thinking, on the one hand is the traditional enterprise how to consumer mentality, using the Internet new media tools for effective marketing promotion.

On the other hand, the consumer's mentality and consumption of the desire to communicate, itself is a very valuable demand, and then the transformation of business is also very convenient to help the brand cohesion precision users of the application of products, will inevitably be favored by business. Maybe that's what social business should do, just a matter of time.

Let's explore the necessary conditions for sustainable development of the VANCL model. That is, in the advertising into the normal, VANCL sales to ensure that the amount of advertising and the rate of distribution within the security ratio, for example, sales profit: advertising to reach 3:1.

It is inferred that VANCL daily sales should reach a number a, according to the old self and PPG, the safety line should be more than 10,000 shirts per day, according to their sales average price of 100-150/pieces, assuming their ability to control the cost of clothing is very strong, The factory cost of each shirt is controlled at 30-40 yuan (Alibaba above the export order price per piece 7.6-8USD,VANCL can not be lower than this cost too much, otherwise the quality of products will directly push down the entire sales chain, this is PPG's lesson), the corresponding profit of about 1 million or more, In order to support the amount of about 400,000 per day. Of course, we do not rule out the sale of VANCL is particularly good, according to aging, they sold 15,000 a day in July, has been profitable, but the number of profits, there is no repetition?

From the business model, their entire model of sales profit: Advertising to reduce the cost of 4:1 or even 5:1, to ensure that the shirt sales in 20,000 per day, corresponding to 601 million of the advertising, this mode of operation to support at least 3-5 years to be said to be mature; if Vancl is going to go public, then the model Durability "should be at least 10, in order to truly be a responsible business model."

Author: Hui Chuang network www.hainanweb.net.