Is The Value Of Customer Mode Not Worth Imitating?

Whether the customer mode is feasible or not?

On the face of it, the annual sales volume of nearly 2 billion yuan is growing healthily.

However, before the collapse of PPG, the surface was also full of scenery.

Quality: the soft rib of customers

Since its establishment in October 2007, in just over three years, the sales performance of customers has increased by tens of times, but profit growth has not been proportionate to the growth of performance.

In February 2008, the sales volume of all customers was only 3 million yuan. This year, CEO, a customer, said that annual sales will be close to 2 billion yuan.

Behind the crazily growth of customers, the negative effects caused by quality problems are also obvious.

A few days ago, the China electronics chamber of Commerce 315 consumer electronic complaint network announced the third quarter report: in the past three months, online shopping complaints reached 11138, an increase of 89.94% over the previous year.

Fan Kecheng and other websites have been plunged into a "refund door" because of quality problems, which has become a hot topic of complaint.

After you enter Baidu or Google search engine, you can see that many customers are denouncing customers.

It is not surprising that customers are being pushed down by consumers because of their quality problems.

There is a popular saying in the folk market that cheap goods are not good.

Some time ago, Wang Luodan and Han Han made the T-shirts for everyone, the lowest price was only 29 yuan.

A little commonsense knows that the cost of a T-shirt is about 10 yuan, and 1 meters of cloth should be used.

That is to say, the cloth used for the guest shirt is only 19 yuan and 1 meters.

Even if T-shirts are mass produced, the cost of making work can be cheaper, and the cost of purchasing cloth can not exceed 25 yuan.

What kind of cloth can you buy at 25 yuan in the current market? The answer is very obvious, the cheapest cloth.

In order to compress the cost of T-shirts, it is impossible for anyone to find some factories with better technology.

The collapse of PPG, on the surface, is due to the fragmentation of capital chain, actually because of quality problems.

Because of the quality problems of PPG clothing, a large number of orders have been lost, and PPG will burn the money to advertise.

The reason why PPG went bankrupt is because of quality problems.

From this point of view, quality is not only the weakness of everyone, but also the life gate of everyone.

Brand: no core value

In 2010, fans invited Wang Luodan and Han Han not only to speak for themselves, but also to promote promotional activities such as fan campus brand spokesperson and so on.

These strategies are all about building a customer.

Through a series of marketing activities and viral marketing of "object", everyone has become a household name, but this does not mean that customers have become a strong brand in China.

Any brand has its core value.

Taking some well-known brands as an example, Rolls-Royce's core value lies in its excellent technology. The core value of Microsoft's brand lies in the creation of a well-known windows operating system; Apple's core value lies in its near perfect quality.

So, where is the value of every guest?

Low price is not the brand of everyone, but fashion is not available to anyone.

In August this year, there were

With a series of promotion and viral marketing, all customers already have a certain reputation, but popularity does not mean brand names.

More fatal is that customers have not yet realized the role of brand building.

The on-line platform of V+ has created a great barrier for everyone to mold the brand.

It is understood that the new V+ online platform, for some well-known clothing brands to provide sales platform.

Both the well-known brand and the low price clothing brand, where is the brand positioning of everyone? From the business point of view, Vancl and V+ have formed complementarity in their business. From the brand building aspect, the coexistence of Vancl and V+ has made everyone's brand positioning more obscure.

Mode: PPG VS guest

Due to improper mode, PPG went bankrupt.

Objectively speaking, the mode requires the life of PPG.

After the collapse of PPG, many people in the industry worried that everyone would follow PPG's footsteps.

In response to this, CEO, an old guest, interviewed more than once in the media, emphasizing that the mode of everyone is different from that of PPG.

Let's look at the PPG mode first.

Rely on PPG website to get orders, find factories to produce, and earn the difference.

From a commercial point of view, PPG is a typical "Uncle" because PPG has no production capacity.

Like PPG, customers do not have their own production capacity. They also get orders through the Vancl website, then find factory production and sell them to consumers, and earn the difference between them.

The difference is that PPG obtains orders through a large number of advertisements.

A survey by a marketing firm showed that the cost of acquiring a new customer by PPG was more than 200 yuan, which included advertising investment and advertising marketing expenses.

The so-called post marketing marketing is a series of marketing activities after hard and extensive investment, including media coverage, public relations roadshow, word of mouth marketing and so on.

The promotion of different customers is different from PPG.

Fan's advertisements are everywhere in the Internet, but customers only pay for advertising after they have orders.

Through this mode, the cost of marketing is reduced to the minimum.

In addition to promoting this link, there is no difference between the mode of operation and the PPG.

Without a strong brand, without a viable mode of operation, without excellent product quality, customers can be described as a crisis.