With The Help Of Internet, VANCL Will Be Popular In Men'S Clothing Direct Selling Industry.

The controversial PPG, now has a pursuer - VANCL, a direct selling clothing store for men, which draws customers to buy 68 yuan or 88 yuan of cheap shirts.

VANCL, on the one hand, replicated the experience of the older generation of PPG -- mass advertising on traditional media, and promoted the success of PPG over the Internet.

In April 14, 2008, VANCL chief executive Chen told the Southern Weekend reporter that after 5 months' trial and error, he has found a new direction: "we only selectively put part of print media advertising, and did not put on TV advertising, which is different from PPG, but the Internet is our focus."

Compared with the two media such as newspapers and television, the direct promotion cost of the network is very low.

Since March, the Internet has been flooded with VANCL's 68 yuan "initial experience" advertisement.

Zou Yongkai, a former public relations director of the health hall, believes that VANCL has adopted many strategies for launching fast moving consumer goods, especially in online advertising.

"We are no longer inferior to PPG, and 60% of the investment has brought 70% sales to the Internet. We have found the key to the problem."

The founder of the excellent network once claimed that he could sell tens of thousands of shirts everyday.

Last year, it was the days when PPG shirts were on the rise. How much did PPG create in 18 months? Was it covered by VANCL's short 6 months' charge?

What is the ability of ordinary men's shirts to rewrite the list of Internet sales over and over again?

All the changes took place in February 27, 2008.

That afternoon was the day of the board of directors of VANCL.

At the meeting, shareholders and old people talked about how to increase the traditional media and Internet advertising, how to imitate the first 15 media launching strategies of PPG, and how to complete the pformation of industry explorers in the absence of PPG, which is related to the issue of VANCL's life and death.

Zhong Kaixin, vice president of VANCL, sent a message that interrupts his old thoughts: the number of online orders has increased substantially, and the total orders have been over 1000.

The almost joking growth of performance appeared in a short span of time. This text message surprised the old man. He was surprised that he did not announce the members of the board immediately.

It turned out that Zhong Kaixin had spent about two hundred thousand yuan on his own initiative.

This old excellent network employee is familiar with the choice of putting it into various network alliances, allowing VANCL advertising to appear on large and small websites quickly.

Network alliance is already an important Internet advertising platform. Excellent and Dangdang's past 20% sales came from these network alliances.

Usually 9 to 10 every morning is the time for the Internet media to replace advertising. At 10 a.m. on February 27th, VANCL's advertisement just appeared soon. At noon, Internet orders began to explode.

That evening, the annual confirmation of all sales records sent an e-mail to each shareholder: in February 27th, 1982 orders for single day, 1211 orders for online orders, 62% for total orders, and 300 thousand yuan for daily sales.

At 21:50 on March 11th, Chen sent out a chagrin email to each shareholder: we have broken through the 3000 mark of the daily sale, but unfortunately, when I saw the order, I had already reached 3002 orders, and I could not record this historical moment.

After that, over 4000 bills, over 5000 bills, no one was concerned about the exact time of the figures.

Everyone is worried that this rapidly growing data will suddenly fall off. "Just like the stock market, after watching 4000 points, everyone's hope has passed 8000 points and headed for 10 thousand."

Orders are still coming in. Inventory and distribution are no longer able to keep pace with the order.

VANCL is becoming more and more crowded in the new office space in southwest Fourth Ring Road, Fengtai District.

The area of the first floor of the spark science and technology building has been unable to cope with the possible expansion of enterprises.

The discussion of shareholders is no longer the number of orders that may fall, but the dispute over whether to replenish other factories or postpone delivery to customers.

Is product quality guaranteed or delivery time guaranteed?

The ultimate goal of shareholders is quality.

"I am very afraid of customer complaints. Why do we have two different kinds of clothes with different quality?"

Old age is very clear about the quality demand of online shopping.

In March 19th, the Internet began to publish the old letter of apology: from March 13th to 16, the VANCL website apologized to the users for several days, and offered a compensation solution.

This letter of apology was later read by many people as "show", because no one believed that VANCL could have such a large sale.

Even when the amount of VANCL sold on different occasions in March was different, it became a "lie" handle.

Even Zhong Kai Xin himself said: "until February, our sales were still 3 million yuan, and in March, it has reached about 20 million yuan, which is really unthinkable."

But the Internet is such a surprise.

Chen admitted that many people rushed to the "first experience" of the 68 yuan shirt, while paying 15 yuan freight, which made VANCL sell 83 yuan for each shirt sold.

Many network alliances have been added to the promotional activities of the VANCL sales division. These network alliances can be divided according to their respective links through paction bills - 15% to 18% of the order amount.

In order to promote sales, they can even give up part of their income.

"When your distributor is more excited than you to advertise, it shows that his earnings are obvious."

Zhong Kaixin said.

VANCL's attention to the Internet is inseparable from its old experience.

"I realize that I have been learning PPG for too long, and it is time to return to the excellent network."

Chen told the Southern Weekend reporter.

In mid March, Chen suddenly realized that the cost of Internet advertising was the lowest compared with magazines, newspapers and television. The effect of pulling sales was also the most direct: "I don't need to do an improved version of PPG. What I need to do is brand B2C business."

In fact, the advertising that the network alliance promotes is not the image advertisement of VANCL, but the special experience product that it launched on November 9, 2007.

Consumers and communicators are rushing toward this 68 or 88 yuan experience product.

Even friends who are old