Hany: Is it a big one or a shirt door?

Source: NBC (netbarcn.net) Review Author: Chao Fu

A few years ago, PPG created a "Light Company", "Fast Company" myth, but after the concept and capital bubble burst, PPG was involved in the "crisis", in debt disputes, media criticism, industry chain query, the user voted against the sound gradually fade from public view.

After the PPG is Bono, Vancl, Hany, Masamaso and so on nearly dozens of manufacturers, now it seems that the Bono has not been able to help the great birds under the powerful line under the brand from behind, playing the internet's aging instead of using various internet marketing means to let the Vancl wind water, Even began to enter the full dress, and Hany in the inheritance of product quality advantages at the same time, attempting to create a new online apparel brand through user Word-of-mouth.

Recently, Hany launched the "Big million people French luxury travel activities", on the one hand, is playing the Tanabata promotion card, walking is the emotional marketing path; On the other hand, the so-called free 13140 sets of French shirts, the market price of 30 million, in such a global economy is still depressed now, undoubtedly has a strong eye impact. So is this another digital marketing stunt? Is it really big, or is it making a new "shirt door"?

The rules of the game defined by Hany: First, users need to buy a set of Hany French shirt + cuff buckle combination, and then the shirt under the line wearing photos and text description of the network display (BBS or blog, SNS and other media), Hany confirm user experience Interaction will refund the user has paid the purchase price.

From the marketing means and mode, whether it is PPG or vancl go is advertising sales model, the former is hard wide and catalog sales, the latter is the Network Advertising Alliance accounting model, can be said that naked or simple rough traditional advertising, price reduction model can not be formed between the brand and consumers two yuan or multiple effective communication and interaction. And Hany Go is the line of online under the combination of Word-of-mouth mode, that is, the user online purchase, the line to try to wear, and then share the experience, thus forming a network of Word-of-mouth transmission, through interaction with the user, experience, communication, form Word-of-mouth influence, and each participating users may be the source of Word-of-mouth virus or beep effect, Hany, however, is trying to build a new brand of shirt clothing from behind in the process. If the Internet is a platform or tool, then the rise and fall of the network apparel industry ultimately depends on the quality of each brand and the user experience, and good reputation is the quality and experience the most direct reflection, from this point of view, Hany's big marketing is indeed worthy of reference.

Of course, the premise of corporate Word-of-mouth marketing success is that the product's own cost-effective is excellent, online shopping experience and process is enjoyable. Otherwise, the more Word-of-mouth marketing attempts, the faster the digging of the grave. From the product point of view, Hany main product is the formaldress French folding sleeve shirts, and other competing products will be inexpensive Oxford textile shirt fabric or there is an essential difference, this may be hany courage to carry out the key to Word-of-mouth marketing.

Vertical business enterprise's bigger and stronger, can not be separated from the loyalty of high repeat customers, although similar to VANCL and so may be the use of the network into advertising sales and bring a large number of user traffic, resulting in "long tail effect", but if not in the product quality itself, as well as sales experience in the process to improve, then still cannot achieve "28 Rules", how to the Internet's "long tail effect" and the traditional management of the "28 law", and achieve "Pareto" improvement, is worth the future of every business enterprise thinking.

As for the Hany proposed free 13140 sets of French shirts, the market price 30 million, I think it is only a conducive to Hany brand marketing and media promotion of the figure, itself does not have much significance.

Because first, the activity time is only one months, and Hany is a new enterprise, its own brand or user influence is limited, in a short period of time if the active propaganda is insufficient, directly will lead to this activity's influence and user participation may be limited; second, 30 million except 13140, average price nearly 2300 yuan, But Hany stand on the real price of a shirt is 3, 400 yuan, which means that the so-called 30 million is the traditional 13,140 French shirts of the sum of the price, and the channel flat after the price of the network shirt is still a little different; Finally, whether the user will actively participate is a problem, This will directly affect the level of achievement of the digital stunt propaganda itself, of course, users may actively participate in the activity, but do not necessarily expect Hany to return the money, after all, participation in activities, show from me and the rebate itself may not be related, which will let the activity of the "number" itself discount.

Of course, at any rate, Hany's "shirt door" has been kicked off, the final can borrow users Word-of-mouth open Network business new trend of trade shirt, one months later will be seen.

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