VANCL spending tens of thousands of lines of momentum, new ideas or reverse?

In this high-speed development of the Internet, rapid popularization of the era, the Business-to-consumer, online shopping has long been no longer a new concept. More and more people are starting to shift from the physical to the web, a little mouse, to solve problems online. Whether it is the wedding, home decoration, diamond ornaments or daily shopping, the customer for its faster, more convenient, cheaper advantages, the past shopping style of the market has constituted a rapid impact. Taobao as the representative of the Consumer-to-consumer-type industry at the same time, where the customer-prudential Products (VANCL), Beijing-East, new eggs, such as platform model for the support of the business industry also began to develop rapidly.

The people who look on the web and are good at using the Internet are the same as the target users of VANCL, who were keen on e-commerce, aged 20-35 years. This batch of 70, after the new generation, is accompanied by the internet to grow up with the crowd, accustomed to using the Internet to work, and in life is also constantly connected with the Internet, so the store open on the Internet and then to the big intensity of the advertising campaign. Therefore, the traditional consumer in both the target user or the promotion way, invariably will focus on the network. The popularity and development of the industry over the years has undoubtedly proved the correctness of their choice.

Although the development of the Internet has continued to extend the age of Consumer-to-consumer and consumers to both ends, according to the China Internet Network Information Center (CNNIC) January 2010 in Beijing, the 25th China Internet Development Statistics Report: As of December 2009, Our country Netizen Scale is about 384 million. Although this figure is huge, the proportion of the population remains limited. The number of netizens is the biggest bottleneck in the scale of industry development, whether it is consumer-to-consumer or not. Regardless of how much more extensive and consumer-to-consumer the network promotes, the influence is always on the network. For Consumer-to-consumer and consumer platforms, however, it is clear that they will not be willing to position their influence over internet users, ignoring the huge cake of non-netizens.

Perhaps it is precisely because of this bottleneck, clothing network to buy brands van VANCL recently released news, will be launched after May large-scale online promotional activities. And starting from May 4, VANCL outdoor advertising will debut in Beijing Public transport waiting light box, which is the first E-commerce enterprises in China to do large-scale online promotion. In order to achieve sensational effect, VANCL will be for the offline promotion investment tens of millions of yuan. According to VANCL insiders, the Beijing area of outdoor advertising is the first step of the offline promotional activities, the next will be in the subway and other outdoor media launch.

The same as the original positioning of customer products, the same choice, the generous ground to promote investment and its historical product development policy is inseparable-to all customers and diamond birds as the representative of the company, take the platform to promote, the Assembly of proprietary design, production force, in the building of a large platform outside the advantages of its own product brand to mold, To form a unique brand of "new" way of the company. Compared with the focus on platform of the company, this kind of platform in the advantages of their own brand to shape the way, no doubt make itself in the platform advantages, increase the product brand's own competitiveness. In addition to the platform's own value, the brand effect of platform proprietary brand will increase with the increasing of platform users.

For non-netizens, through the first enhancement of the product itself brand recognition, through the ground advertising, body advertising and other ground publicity, so that users of the product and the platform itself to improve the awareness, and thus greatly improve the platform and product comprehensive visibility. At the same time, offline promotion can assemble user groups in a short period of time, let the Netizen and the website, the Netizen and the Netizen realizes the further exchange and the contact, simultaneously with the promotion activity expands, also may use the media to follow the report to enlarge the public opinion and forms the dissemination, the continuous enhancement activity theme and the website popularity, increases the diffusion marketing channel This is the reason why the customer-prudential products for the tens of millions of line under the hype.

Of course, every customer prudential products to promote the ambition of the offline is not only this. This is the content of outdoor products for the Super model and spokesperson fashion photos, spokesmen choose the supermodel is Zhao and Shaowen, the former luxury brand Prada annual global advertising blockbuster The only Chinese supermodel, the latter is the "Fashion Bazaar" cover "China Supermodel" in the portrait of the only 19-year-old new supermodel. In addition to them, famous actor Dan and pioneer writer Han as Vancl spokesperson, this is Han's debut outdoor advertising. Vancl Choose these celebrities, the purpose is to use celebrity endorsement, through its reputation to improve product recognition rate, promote rapid product sales, the impression of celebrities in the audience grafted to the product, the good image to continue to the product. And in the choice of spokesperson, where the selection of the customer Cheng Han, Shaowen and so on are very good interpretation of all the goods "remove unnecessary decoration, emphasis on comfort and performance is not complex elegance" product design concept. So as to effectively avoid the problem of invalid communication in celebrity endorsement.

Second, the first appearance of the outdoor advertising of the Han Han, and its endorsement of the image of scarcity, in the young people's influence and appeal to further increase the spread of advertising value. And, offline communication and celebrity, so as to achieve the "omni-directional" from the Internet to the network "all-round" strategic integration, the platform and brand to carry out the overall effective binding, to form a strong publicity, in-depth impact of strategic development, which is the real customer goods this line under the true purpose of the rally.

And from the point of view of the promotion, where the first wave of goods will be selected at the top of the bus waiting for light boxes, subway and other crowded places--in March this year, h&m just at the waiting booth for a round of delivery. In addition to the high transmission rate of these areas, the spread of the natural advantages of fast, where the customer prudential products to strive to promote their own brand is the urgent feeling. and a number of celebrity endorsement of T-shirts, polo shirts priced under 99 yuan, it is not difficult to see that this is the Uniqlo T shirt set against the line. Where the customer-prudential products to spend tens of thousands of millions of the behind, and its customers sincere goods platform, combined online under the various advantages, focus on creating a customer-prudential products of their own clothing brand of the business of the new development of the industry is clearly clear. Where the customer prudential product Development strategy will be with this recruit drop to a new situation.