Vancl ask Han to endorse?

Vancl ask Han to endorse?

The Heart of Rock

Recently, there is news that Han and Dan will endorse Vancl's men's and women's brands. A friend asked me what I thought of it. If only to speak for the endorsement, the view is very simple, because of the Internet and blog, Han is famous for the "Times" list, is definitely a network of celebrities. And VANCL is also a network brand, the two match very suitable.

I have been studying the development of E-commerce in China, Vancl is undoubtedly a typical E-commerce company. And the most consistent with what I mentioned in the next decade of aphasia Internet and Internet, the innovation of the Internet in the next decade is the e-business of the real economy.

No factory is the dream of many companies

And VANCL is undoubtedly the combination of the real economy and the Internet model. Entity Enterprises to do business, will face serious problems of hand to hand, such as Li Ning is also doing e-commerce, but they are worried about network sales will affect the physical store sales and profits, so can only take some outdated style discount sales.

VANCL does not have to consider the physical store at all, and is to take the factory-less operation, which is almost the ultimate dream of all enterprises. Nike can achieve no factory, only research and design, and then its factories around the world, especially in developing countries such as China, to achieve lower manufacturing costs and higher profits.

Apple has only developed and designed, with all its products in the works of Hon Hai, and Apple's ipad has a gross margin of 200%. Nike and Apple can do this, because they have a strong brand influence, as well as the perfect product management system of fine manufacturing, can ensure that they do not have their own production, the product is as good.

Steel-concrete factories are considered to be the most worthless negative assets, while technology and brands are the most valuable positive assets. But it is not so easy to abandon the factory, and it is feasible to give up the negative assets of the factory through electronic commerce. The VANCL model, like Japan's superior Uniqlo, is an example of a factory-free operation.

Brand bottleneck in the development of apparel industry

But the company still faces a problem, that is the brand building problem. Companies with factories, they can rely on factories as part of the brand, for example, many suit manufacturers to promote their own production line how advanced, while vigorously in the television, magazine advertising, improve brand awareness.

VANCL also faces brand challenges. As a major to cooperate with the website, according to the turnover of the company, the feeling is that the brand precipitation is insufficient, some frivolous. But when VANCL sales reach a certain order of magnitude, continued growth is bound to face a certain bottleneck. The only way to solve the problem is to go to the brand direction.

Now VANCL has grown into a big company, and it's time to make a real brand. So, selected the current network the most fire Han and Dan do men and women clothing spokesperson, this for VANCL products of the main user group, the students are very easy to use, this is absolutely accurate advertising endorsement.

Han is a network celebrity, VANCL is a network brand, hit. But what we still want to see is that companies like VANCL are facing serious cost-control problems. Clothing profit is relatively high, but VANCL needs and cooperation site to divide, this will undoubtedly greatly raise the cost of VANCL, how to continue to ensure competitive prices, has become a problem.

Second, in ensuring that prices are competitive at the same time, product quality how to do not shrink? The game of price and quality also appeared. It is very fortunate that clothing has no after-sale cost, which has a great advantage over 3C products, and can greatly reduce the cost. But logistics and warehousing have become very important.

When Alibaba to invest in logistics and warehousing, VANCL if only rely on cooperative logistics companies to distribution, these companies in the process of cooperation to reflect the VANCL brand characteristics and quality of distribution services? This point if rely on cooperative companies, it is difficult to ensure that the VANCL brand only contact with customers is the logistics distribution, so this is as important as the image of brand clothing franchise stores. Consumers are likely to decide whether to buy your product again because of the quality of the distribution service.

I want to do the celebrity endorsement, the next step VANCL logistics and warehousing, will become the brand's another focus of work.