Marketing Miracle VANCL Goods

October 18, 2007, VANCL established, and into the business of the industry to become a direct sales force of the shirt. June 2008, Vancl realized sales of 48 million yuan. In the July, VANCL has successfully introduced tens of millions of-dollar-level investments, including IDG, joint venture, SoftBank, and Qiming Ventures. In the 2008, it is also known as the "Vancl era" of the industry, and the protagonist of this event Vancl (where customers sincere products), through efficient network marketing, in less than a year in a short period of time, became the industry leader, the Internet sales myth, It has become a classic case of network marketing.

Market Analysis and positioning

(1) The success of the PPG Shirt Direct Sales Model let VANCL see the market

Before entering any market, it is essential for a shrewd businessman to analyze the market situation, find successful cases and study the feasibility of the business model. And for the success of PPG at that time, the successful case of the old shopping mall is profoundly insightful, the rapid rise of PPG shirt direct sales is undoubtedly to everyone to prove the feasibility of direct marketing shirts.

In fact, the domestic shirt industry can be said to be a blossoming, excluding the industry leader of the decade of Youngor, there are still seven wolves, Shanshan, Bang-wei and many other well-known brands and countless small and medium-sized brands. However, in just over a year, PPG, the obscure "Light Company", sold more than 10,000 men's shirts on a daily basis to chase industry boss Youngor. And to achieve in China to realize the day shirt sales 10,000 pieces, Youngor group relies on China's offline distribution channels for a full more than 10 years time.

The total number of employees is less than 500, no plant, no production lines, no shops and stores, only 3 small warehouses for temporary replenishment materials, and a telephone call center of about 200 seats, the size of which 100% of the apparel industry's manufacturers belong to small companies. However, it is such a small company, a new company, using a new direct marketing model to expand the market rapidly, beat the many well-known traditional clothing brands, PPG's example let old found a huge potential.

(2) PPG Traditional sales model to let aging see the opportunity

In fact, PPG's direct marketing model has not completely divorced from the traditional sales model. Telemarketing sales Model, the traditional focus on the print media channels, so that the old see the shortage. In the network for many years he realized that, for this direct marketing model, no matter from the product or from the marketing methods have a lot of room for improvement, analysis ppg, let him see the opportunity to create VANCL.

Based on the traditional sales model of telephone calls, PPG does not have much experience in the industry. The most successful of this aspect is the TV shopping company, followed by the red children, well-off, Macquarie and other directory direct sales company. Red children, well-off, Macaulay 70%-90% of orders are directly through the call center order. And these three companies have PPG unmatched huge customer accumulation and deeper industry precipitation. Red children rely on the national 16 branches more than 1600 employees support more than 600,000 active customers. 15 years of accumulated and continued operation of the 8 million customer data is well-off "housekeeping of the". More than 2 million DM per month and the proliferation of offline stores so that Mai Lin become "direct mail, network, store" three habitat strength representatives.

The same is the direct sales model, compared to predecessors, PPG's industry precipitation has a significant gap, and the most missing is actually the soul of the direct marketing model-customer database. Judging from these gaps, there is only one reason to hold up the staggering sales of PPG, and that is the ubiquitous advertising campaign. But the proliferation of advertising, especially the media advertising, the cost is huge, but also in the precision of advertising and positioning effect is far from ideal.

As with the aging analysis, for PPG such a virtually no entity of the "Light Company", the traditional mode of marketing has a lot of drawbacks. According to reports, 2006 year, PPG in newspapers and magazines and other print media investment more than 20 million advertising fees, and 2007 is a shot is 230 million, so huge advertising fees inevitably become PPG pressure. In old age, all of this has the potential to improve.

One day after the Spring Festival of 2007, the story of PPG was overheard by a friend. After listening, I was interested in the model of PPG. After going home has been thinking about the market in this field, I analyzed PPG model is very good, but they still use the traditional mode of sales, I saw the opportunity! "The VANCL president told the new era of China."

(3) The combination of network marketing mode and consumer positioning

Network marketing model determines the product to face the consumer, consumer positioning also needs network marketing to adapt. Just in VANCL here, the network marketing model is exactly the perfect unification. And this combination, not only save the cost of advertising marketing, at the same time more convenient for directional, accurate operation of the launch.

It is predicted that at least half of the advertising costs of PPG are wasted, and PPG does not know which half is wasted. Just as precision marketing concepts and applications are maturing today, PPG's marketing focus and most of the money is chosen to be difficult to control direct income, expensive TV, newspapers, magazines and outdoor advertising. In contrast to the later VANCL network advantages, at least in the marketing model of choice, it has been lost.

and VANCL the consumer groups, they are familiar with the Internet, keen on online shopping. They are the largest group of Chinese netizens, the so-called 25-35-year-old middle-class economic situation of 70, young. Such a group of precision and unity, so that vancl grasp their interests, hobbies, pursuits, beliefs, consumer psychology, consumer behavior and so on all more handy.

Regardless of the old personality or the whole team's common opinion, VANCL finally chose the network as the main channel to differentiate PPG and enhance the competitiveness. But the network has the same consumer group's density, as well as the advertisement orientation, the accurate delivery superiority, the expense is relatively inexpensive and so on characteristic, all proved the network is improves the PPG Telephone Direct sale mode the best choice.

(4) To adapt to customer base products is a good product

Any product, only suits the target consumer group's demand, likes and dislikes's product only then may achieve the good sale effect. VANCL since the consumer group positioning in the 25-35 phase of the user base, then the product whether from the quality or design style should also adapt to their consumption habits.

According to the old saying, compared to PPG's consumer group, Vancl faces the customer base to be more mature some. They no longer pay attention to gorgeous, bright, fashionable, fancy style, but pay more attention to quality, taste, practicality and comfort. Therefore, with these pursuit of the corresponding product positioning and design, it should be the focus of the work of VANCL designers.

So in product design, whether it is PPG's Oxford textile fabric, or polo shirt, vancl are not polite to those who are widely accepted for the consumer characteristics of the advantages of copying. At present, it is with well-known clothing enterprises such as Hong Kong overflow, Shandong, Lu Tai and other contracts, and hired world-class designers to provide VANCL design. Strive to make VANCL produced by each of the costumes are in line with customer preferences, to meet their aesthetic requirements.

and to cater to the customer base of the aesthetic, taste, even in the official website of VANCL also reflected incisively and vividly. As a 25-35-year-old, if you go to experience their website, it is likely to bring you a very comfortable taste feeling. Simple pages, a reasonable layout, elegant dark gray navigation and those who have been photographed by professional photographers have greatly enhanced the user's shopping experience. These details, however, reveal a clear intent to cater to fixed consumer groups.

"What kind of products do we sell, mainly depends on customer demand and our judgment on the market, as long as the goods in accordance with the simple, decent, high-quality brand concept of clothing products, we will gradually involve, of course, we have some other special requirements, such as the use of materials as far as possible using cotton and so on. Along the line of work, life, living and outdoor, we have developed a lot of products. The current ratio of shirts to other new products is about 3:7. "he said.

Brand-building, according to the explanation of its President aged, like the name of Vancl and "every guest" the perfect unity, is to do a sincere brand, this is VANCL has always emphasized the corporate philosophy. and VANCL ads can be seen everywhere in the sentence, "The whole cotton Life New Way", is in advocating a taste, leisure, simple, environmental protection lifestyle, so that users in the process of shopping experience the quality of life to upgrade, so that the brand to produce goodwill. And from the fast-paced hustle and bustle of the complex society to choose a display of self, the embodiment of the healthy fashion of freedom, elegant lifestyle, it is the VANCL positioning of a group of consumers to pursue the life of the state.

For the growing group of Internet users, who think that these people are most likely to become China's long-awaited middle class, they have a distinct characteristic of brand recognition and choice. Based on this judgment, aging will VANCL brand connotation as "adhere to the international line of quality, the middle class reasonable price", "advocating a simple and appropriate way of life."

Second, the thinking of marketing

(1) business model to determine the advertising carrier

VANCL Choose the business model of the shopping website, then the advertising will naturally be focused on the network media. Therefore, aiming at the defect of PPG's traditional marketing model and seeking the solution of Network marketing channel, it is the basis of VANCL accurate positioning advertising carrier and further marketing planning.

"We just selectively put some of the print media ads, and did not put on TV ads, this is a different place with PPG, the network is our focus." We borrowed from PPG's successful print media advertising experience, but did not follow the following, but more focus on the Internet, the emerging media. "Compared to newspapers, television, the two types of media, the direct spread of the network cost is very low." Since March this year, the internet has been flooded with Vancl 68 yuan "first experience" ads, 60% of the investment in the Internet to bring 70% of sales.

So the entire network of hundreds of portal sites, a wide range of vertical sites, major search engines, Web sites, alliances and even forums, blogs, clients and so on have become VANCL advertising alternative carrier. And how to choose more suitable for vancl own, depends on the consumer's interests and hobbies.

(2) Consumer positioning to determine the advertising design, launch direction

The positioning of consumers determines the design of advertising style in the process of marketing, the direction of selection of advertising channels, so as to ensure a good user experience and efficient delivery effect. Vancl clearly, the specific style, originality and the advertisement that puts in the consumer group gathering area for the consumer's interest and hobby, will obtain the best effect. And this directional, accurate advertising mode, compared to PPG bombing-type delivery, with more efficient and economical advantages.

Therefore, VANCL in advertising design should try to pursue with the 25-35-year-old consumers generally pay attention to the point of interest, as far as possible to meet their consumption concept, aesthetic, taste, lifestyle and other aspects of preferences. Advertising design style to be concise and crisp, to highlight the product's simplicity, comfort, ease, freedom of the characteristics and advocated a new way of healthy living. and whether from the overall picture design or photography above are enough to reflect the texture of the product to meet these users for the brand, quality pursuit.

In addition to the channel on the launch of the portal site must be launched to enhance visibility and influence, more focused on should be vertical categories of web sites to accurately target consumers, targeted delivery, save costs and improve efficiency. For example, this kind of people pay more attention to the Thunder to see, Uusee, Youku, Auto, Tianya and other financial, sports, military, entertainment class sites and forums.

(3) The enemy win

Vancl understand PPG in the marketing model of the deficiencies, but also understand their own shortcomings, that is as a force, no visibility and influence. Therefore, it is an effective way to change this disadvantage by actively studying the successful experience of the predecessors and focusing on enhancing the influence and popularity of the brand.

Old frankly see PPG launched polo shirt, originally thought is Polo brand T-shirt, in fact, the style of simple and crisp polo shirt is also a classic T-shirt style. So in the summer, VANCL launched a variety of lapel T-shirts are marked with a polo shirt. In the first few months of its operation, we suddenly saw a PPG mirror site, from the main push shirt style, to the advertising media, Vancl almost and PPG are the same. At the end of 2007, consumers often saw PPG and Vancl in the same newspaper in a prominent position, with almost the same layout and style.

In the promotion of brand influence, Vancl a series of marketing means. The coverage of portal sites, the continuous marketing of classified alliances, the precise placement of vertical websites, and the spread of Word-of-mouth through news reports, blog Promotions and forum discussions have played a big role.

Iii. Advertising originality and design

The main point of advertising is to show clear, creative, while the design should strive to get the consumer group's identity, as far as possible to fit their taste, quality, life philosophy values. As VANCL advertisement, must have at least two characteristics: first, the advertisement design from the content description, the style design must conform to the 25-35 year old stage Group's esthetic, the value, the consumption psychology and so on characteristic. Second, the product features, advantages of a concise and eye-catching display to the user, while providing convenient direct purchase channels.

Let's take a look at Vancl's display ad: When we see the ads, we're attracted to them by folding them up and taking beautiful pictures. The appearance of texture, tie of the collocation, colorful choice, all show this series of business shirts taste and quality. 99 yuan eye-catching price is not only a clear display of the user's most concerned about the content, but also with obvious motivational. The text description on the right shows not only the concept of VANCL brand and the new way of life, but also the great contrast between the original price and the current value to highlight the core idea of VANCL's so-called "low price luxury".

Then take a look at this ad, while playing popular games and watching ads, will be casual to touch the game into the ads, to stimulate users to click the desire to facilitate the purchase, it is an excellent idea. See this ad, I believe many netizens will not be tempted to click.

The ad is a typical idea for packaged promotions. Even on the shopping cart page, Vancl will try to display the gift package for the product, which allows VANCL users to choose a preference suit from a single purchase. This is not seen on other sites. Although seemingly simple idea, actually is a rare creativity.

And no matter how creative the advertising, the completion of sales are the ultimate goal. And the above advertisement is very good embodiment of this idea, red eye-catching button, the above short powerful call language "buy immediately", indeed can arouse a lot of people's desire to buy, to improve the click to browse to purchase conversion rate is very helpful.

For VANCL, marketing advertising is for the user, not the creation of artwork, therefore, suitable for the channel, suitable for consumption channels of advertising is the best. For example, the image display ads more suitable for the portal site, the purchase of guidance ads is more suitable for search engines, and more content of flash ads is not suitable for a flash of advertising within the page. In addition, the geographical differences, different Web site style, different user habits and other factors, should be advertising design, put into consideration factors.

Iv. Marketing Planning

(1) Customer base decision marketing carrier