Home >

Shirt Sales Direct Return To Quality BONO Launched Alternative Promotional War

2008/8/15 16:07:00 76

??? 日本語 Fran?ais English 中文

Capital driven, manufacturing outsourcing, low price and carpet advertising offensive were once the magic weapon for rapid expansion of shirts direct selling. However, with the maturity of the market this year, with the increasing rationality of consumer behavior, the direct selling market of shirts has begun to return to the essence of the industry. The traditional "heavy companies" represented by BONO, a representative brand of men's clothing direct selling birds, are gradually showing their strong backwardness by advocating R & D design, praising supply chain management and focusing on product quality.

According to sources, BONO is now secretly setting up BONO Tail, the main feature of which is a suit of high-end personal tailored suits and shirts in Shanghai, Shenzhen and Beijing.

At the latest in the first half of next year, BONO will open outlets in more than 100 cities and two cities with cultural and economic activity in Hangzhou, Qingdao, Hangzhou, Suzhou, Nanjing and Dalian.

It is noteworthy that all BONO Tail stores will avoid shopping malls and choose the most concentrated office areas and office areas for target consumers.

At the same time, the direct selling shop was in a tight layout, while the BONO direct selling platform also launched an unprecedented sales promotion war.

It is reported that by the end of September 30th, consumers can only get a value of 229 yuan and a full cotton sweater of different colors for only 1 yuan if they buy a single item on the same day, and the amount consumed by consumers can gradually accumulate and buy more.

In the increasingly fierce market promotion campaign, this rather unusual marketing strategy has attracted a lot of attention from online shopping fans.

At the same time, BONO also launched the same tempting summer special season activities, including short sleeved T-shirts, short sleeved shirts and selected men's trousers, which are listed on the preferential season. Due to the limited number of selected special offers, first come first served, this activity was launched, which led to panic buying, and BONO inventory broke out more frequently.

For the long sleeved shirts that are also selling well at the turn of summer and autumn, BONO also launched the "broken code zone" in the same period. It not only assembled long sleeved shirts with various special interests, but also launched a special combination of handsome men's shirts, men's classic short sleeved shirt shirts, early autumn charm charms, and so on.

Although conventional marketing methods such as online shopping, directory sales and call center have been adopted, BONO, which is inextricably linked to traditional clothing industry, adopts the industrial driving route of "still design and quality".

Although this pattern is not surprising, even appears to follow the rules, but at the very beginning, it adopted the technical quality barrier strategy and relied on product quality and product design to win customers. Therefore, BONO has stronger control over the quality and delivery date of goods, and can provide excellent fashion design, excellent product quality and personalized service that can really exert the potential of network interaction, and the price is also very low.

Strong production capacity and fast response supply chain control also enable BONO to quickly adjust its product deconstruction according to the fashion market trends and user tastes, thus achieving zero inventory and on-demand customization, which greatly reduces inventory costs and reduces capital risk.

Unlike other capital driven shirts' direct selling websites, BONO not only runs B2C business aimed at consumers, but also operates B2B business tailored to enterprises' online professional wear.

Because of its powerful production capacity, BONO is more abundant and more expensive from its category. Its products include shirts, T-Shirts, sweaters, casual pants, ties, and professional wear.

In addition, its product positioning is also more high-end.

BONO vice president of the summit believes that the establishment of a model is not important, it is important that the operation of enterprises will eventually return to the fundamentals.

No good quality, no mature management, good mode will fail.

With this intention in mind, BONO will devote more resources to strengthening the construction of logistics and warehousing systems and developing new marketing channels in addition to improving product quality, enriching product grades and varieties.

The industry believes that as more traditional clothing enterprises participate in the competition of online direct selling, the price war, advertising war and outsourcing mode once used as direct selling tools will no longer constitute the core competitiveness.

In the next period of time, the fast win mode of quality win will soon catch up with the light company mode that won by the large scale advertising, and become the mainstream of China's clothing direct selling field.

As a result, China's clothing B2C industry will gradually enter the stage of quality as king.