Where PPG and 332 three major forces fighting network direct marketing

Zhengwang Consulting “2009 China Garment Brands and Apparel Online Shopping Research Report” shows that clothing is currently the most purchased product with the highest amount on the Internet. Nearly 60% (57.8%) of online shopping consumers bought clothing online, accounting for about a quarter (23.5%) of all online purchases. Of the 21 cities surveyed in 2008, a total of 15.64 million netizens purchased 17.2 billion yuan of clothes on the Internet, of which 7.59 million were in the Beijing, Shanghai, Guangzhou and Shenzhen cities, and 8.7 billion yuan were purchased online. Nowadays, several popular online shirt brands are dominated by direct sales. Where the customer is in Beijing, PPG is in Shanghai, and 332 is in Guangzhou.

From the perspective of the pattern of three points of the world, those who want to be successful need time, place, and people. In addition to relying on accurate market layout and the ability to seize opportunities in the industry, the key to the success of Vanke, PPG, and 332 brands is that they have chosen the right business operation model to bridge the gap between products and consumers. With the development needs of the online shirt direct marketing market, the marketing mode of "one stroke" has gradually lost its former aura, and online shirt direct decision makers are more and more inclined to model innovation and use different modes to combine and get rid of the single Operating mode operational risk.

In general, the customer, PPG, and 332 brands operate in an innovative manner that integrates e-commerce with traditional physical retailing. The network platform and call center serve as the core services. The company cooperates with supply chain management and distribution systems to achieve upstream production costs. Control, self-industry chain management, sales of products with an efficient logistics system, earning profits. On this basis, if an enterprise wants to win the top spot in the competition, it depends on whether the enterprise can exert the combined advantage of the model in actual operation, exert the effect of 1+1>2, and also have a look at the unique skills of the enterprise. "How to play a role!

PPG killer: call center + directory site

The call center is a kind of communication channel close to the consumer. Using language to communicate directly with the consumer allows the consumer to feel the brand's sincerity and intentions. According to analysis and statistics, more than 80% of orders for PPG come from direct orders from call centers. Coincidentally, the Red Carpet, the well-to-do family, and Mecoxlane also have 70% to 90% of their orders. The orders are directly placed through the call center, and they have a large customer base. 332 The call center established through the platform has attracted thousands of customers.

PPG established a 300-seat call center in Qingpu, Shanghai. Consumers picked up their favorite styles through the advertising information they obtained, then dialed toll free and placed orders. Call centers help consumers simplify the shopping process, save time and effort, and help companies effectively implement profitability. Since the direct sale of online shirts is different from traditional physical store marketing, it eliminates some intermediate links such as production and design. The call model, as an important part of it, requires a lot of manpower and material resources. PPG employs less than 500 people, including 206 call center staff. The communication function of the call center is real-time and effective, and its role is also significant. PPG has no factory buildings and assembly lines. There are only 3 small warehouses and no physical stores. However, just by using the call center and the Internet, it can sell 10,000 or so men's shirts a day and quickly become a domestic country within just over a year. The top three in the shirt market.

In addition, PPG's other "sales place" is the product catalog and website. The style is dominated by international trends. Consumers can choose the style and color of shirts they like based on the information provided in the product catalogs and websites. If consumers have demand for products, they can order directly through the Internet.

Where the passengers "nirvana": database marketing + online advertising

Database marketing is also a common method. However, in online marketing, database marketing has a more unique superiority. Therefore, it has become one of the important strategies of online marketing and is the soul of the direct marketing model. If an enterprise has mastered a large number of potential buyers' databases and is able to dig out the potential purchase desires of customers, then it can obtain greater and more stable profitable space. The greater the number of potential customers, the larger and larger the business will be, and the wider the product line will be. Vanke's product line gradually expanded from the original shirt to coats, shoes and womenswear. From the beginning of a guest, you can vaguely see the imitation of PPG's traces, but it does not blindly imitate, but it is based on absorbing and innovating on the basis of meticulous marketing. Whether it is product selection, grade, marketing strategy or even logistics system, Vancl is trying to take a new path different from PPG. The database marketing mode plays an important role in its rise.

Vanke has established an assembly line system where collective terminal customers, manufacturers, transporters, and inventory are linked together through IT systems and data integration analysis capabilities. The database is also very important in other aspects of the entire marketing system. Only real-time data collection and data update can better grasp the investment intensity of investment, capital turnover, and maintain the competitive advantage of the company. Vancl's product database updated every Saturday morning, mainly including incremental database and total database. The main function of the database marketing system is to store customer resources and interact with consumers. Its unique value is reflected in dynamic updates, customer initiative to join, improve customer relationships. The customer information collected and formed during the process of product transaction is not only an important means to maintain the existing customer resources, but also a basis for formulating marketing strategies. It can cooperate with the brand's direct mail advertising, telemarketing and other activities. . In addition, Vanke's online advertising is another winning formula for its success. There are links on famous websites such as Phoenix and Baidu. According to Alexa's statistics, in the past six months, VANCL's traffic far exceeded PPG, and its PV value was more than 10 times that of PPG. "The great thing about VANCL is that it is better at using the Internet than PPG," said one investment banker who studied PPG and VANCL.

332' combination punch: database + call center + physical store

332 as a rising star, in the choice of marketing model above capture the experience of passengers and PPG, give full play to the role of the two "legs", the "call center" in real-time effective and "database" dynamic update features fully used in Customer communication and maintenance aspects. 332 did not use the "burn money" method of advertising bombardment, nor did it have a virtual model of relying on the Internet. Instead, it did its best to grasp the details of marketing methods on the basis of doing a good job of products and services. The skill of "combination boxing" is played incisively and thoroughly.

Since the creation of the 332 brand shirt in 2007, the "call center + physical store" model has been a magic weapon for profit. At present, it has more than 6,000 shirts sold monthly. The advantages of these two models have already been mentioned in the above narrative, but the maximum efficacy of their combination is far greater than their simple sum, which is based on the perfect management mechanism outside the model, and advanced direct sales management. Knowledge, as well as nuanced services, also make the 332 brand a well-known company in the online shirt direct selling industry.

332 In the establishment of the "call center", there are strict selection criteria for the operator's voice. In addition to speaking fluent Mandarin, the language should also be proficient in Cantonese and English. As for the skills and skills of communication between the operator and the customer, they all need to undergo uniform training before they can take up posts. In terms of communicating with consumers, 332 In addition to regularly conducting free experience activities through experience shops, the database is regarded as a “treasure house” maintained by customers. In today's industry where products are homogenized and their marketing models are similar, it is only in the details that efforts can be made to gain a foothold in the market.

In addition to the mode, 332 also pays special attention to the role of physical stores. In many people's opinion, the main feature of direct sales of online shirts is the implementation of purchase transactions through the Internet, which is the biggest difference between it and traditional physical store purchases, and 332 calls this the main feature of its own. This is mainly due to the fact that 332 has a deeper understanding of consumer psychology. 332 brand CEO Ye Xinyi once said that unlike Vanke and PPG, 332 pays more attention to customer experience. Experience is a traditional physical regression of the 332 shirt brand for database and call center models. With the transition from traditional purchase methods to modern online purchases, online shirts sell directly. This sense of change in shopping methods also needs to be cultivated, and the industry's team will grow stronger.