Fans: When Advertising Becomes A Sweet Yoke

However, the sharp rise in orders brought by luxury advertising has put pressure on the operation system of customers. The lesson of over ten thousand orders backlog has made the company rapidly worry about how to step on the pace of advertising marketing or the cool thinking behind the bustle of "customer tide".

"Love the Internet, love freedom, love late, love night stalls, love racing cars, also love 29 pieces of T-SHIRT, I am not a flag bearer, not whose endorsement, I am Han Han, I only represent myself.

Like you, I am a guest. "

When Han Han's advertisement swept the country, "all objects" became the fashion of the whole people. CEO, however, was like a bull entering the porcelain shop. "I don't know clothes, I don't know marketing, I don't know the Internet."

And the "three do not understand" relative to the "annual sales of 2 billion yuan" performance.

As a matter of fact, Chen was too "understanding" that the development of everyone was beyond his imagination: "it is terrible, disaster."

Customer viral advertising has supported its "annual growth of 300%" speed, and this "frightening" speed is exactly the most dangerous game for all customers: once customers increase advertising investment and build brand, the growth of business volume will easily cause fatal pressure on the operation system; if we reduce the advertising pressure to reduce the pressure of camp operation, the brand of dedicated customers will probably follow Waterloo.

Advertising may have become the sweetest bondage of everyone.

Virus invasion

Mainstream portals, forums, subway, bus stops, even when you use hotmail to write mail, all kinds of ads will appear in front of your computer screen, or will be supplemented by spokesperson Han Han or Wang Luodan's "all objects".

This kind of invasion has been three years.

In 2007, Chen was funded by Lei Jun, chairman of UCWEB and resigned to create van guest.

"This is the three year of all customer service."

With gratitude and emotion, we said, "we sell 15 shirts from the first day to the men's clothing, women's wear, shoes, children's clothing, home and so on, which are sold by an average of nearly 200 thousand per day."

From 15 to 200 thousand, within three years, the daily sales volume of all customers has jumped thirteen thousand times.

Chen once revealed that in 2009, the advertising volume of van guest was 200 million yuan. In 2011, it was expected to sell 100 million items of clothing and invest 1 billion yuan in advertising fees.

A company selling clothing on the Internet, its annual advertising amount is even comparable to the three major operators, and its handwriting is amazing. What is even more striking is that "1 billion yuan advertising and 100 million clothing sales" mean that every customer will have a huge advertising cost of 10 yuan per piece, and for every single item sold for 29 yuan, such as "fan guest T-shirt", the advertising investment of anyone can not be called luxury.

An executive of van guest told the times weekly that "our advertising input output ratio is absolutely greater than 1."

In the industry, the ratio of input and output of fan advertising is 1:3. If this figure is true, it means that every customer who invested 1 billion yuan in advertising will get a 3 billion yuan return on sales.

In the past three years, fan Kai pin has been firmly on the top of the sales volume of clothing B2C enterprises by advertising marketing.

"Sales of e-commerce in China's clothing (9.95,0.18,1.84%) B2C market is about 3 billion 900 million yuan, of which the sales volume of van ceclon ranked first in 2009, and the sales scale reached 1 billion 220 million yuan, accounting for 31.28%."

Times weekly newspaper reporter from Qing Ke group obtained a "2010 China e-commerce B2C Market Investment Research Report" shows that every guest as the B2C online retail market clothing industry vertical market, has already thrown away the three rival of masa Marceau, dream bazaar and wheat net, the total sales volume of these three 2009 is only 530 million yuan, or even less than 50% of the total revenue of the year.

Orders and complaints flying together

The rapid development of customers has made the old age happy and afraid, and delighted with soaring orders, but at the same time tired of dealing with the pressure brought by soaring orders.

In May 2010, the advertising effect of van guest came to the swift development of all customers. In that month, due to the relocation of the warehouse, the number of customers was delayed, and the number of complaints increased exponentially.

It is a terrible thing to think that a hundred thousand orders can't go out of warehouse. He can't care about the face of CEO. He quickly apologizes to all the customers on behalf of the company. A letter of apology written by himself is hanging on the front page of everyone's website.

"At that time, we broke every day, T-shirts almost broke every minute, we couldn't afford to buy them ourselves; canvas shoes, jelly shoes...

It's never enough to lift shoes. "

At the beginning of the year, the online orders of all customers are still soaring, and the past events are not yet finished. After that, the old people are laughing bitterly. "My heart is very upset, and I can feel the anticipation of all the guests behind the criticism."

Open the web page, pick up items, click on orders, sit and wait for the goods to be collected, and customers can finish shopping in a few minutes. However, can customers keep pace with the order quantity in warehouse construction, logistics and distribution, recruitment and service improvement, and keep the annual "300%" growth rate? Can it adapt to the leap from "15 daily sales" to "200 thousand daily sales"? How to manage effectively the quality of service in nearly 1000 cities? How about how to effectively manage the quality of service in nearly 1000 cities? These are all challenges for any electronic business enterprise, and it is even more arduous for a large company like Van guest.

"It is the problem that broke out in May that allowed us to better improve our operation system."

A top customer told a weekly newspaper reporter that the May crisis of van guest might be "a blessing in disguise".

"Wrong is wrong in such a big move, advance planning is not enough."

Van guest has paid a heavy price for the warehousing upgrade. In the past, more attention has been paid to the construction of the passenger pport system, and the investment that everyone will get will first be used for warehousing, logistics and the construction of the internal IT structure. "In China, tens of thousands of single day to one day, hundreds of thousands of single, grew rapidly, but distribution and logistics were not built in a day."

Ride hard

Even Chen himself admits that the speed of the development of all customers has gone beyond his imagination. But the speed of all customers has already put some of their advertising on wheels.

Increasing advertising efforts is bound to stimulate performance, and feedback to the company level may result in pressure on the operation system; if we want to control advertising investment in order to ease operating pressure, the brand popularity of everyone may decrease.

How much and how to put in it may be the most troublesome problem for anyone who makes advertising plans, because e-business is extremely sensitive to advertising feedback.

"This year, customers expect sales of 6 billion yuan, and 1 billion yuan for brand building is still reasonable."

Han Han, the customer manager of TIANLIAN advertising company, told the Times newspaper reporter that the advertising investment of everyone in the 4A advertising company is "quite a lot" but it has a definite purpose. "The target audience of all customers is the vast number of netizens." therefore, two real and free artists are chosen as spokesmen. This is consistent with the brand concept of "civilian fashion" that everyone wants to convey. At the same time, all customers rely on the network marketing and flat three-dimensional way to spread advertisements everywhere. The double role has boosted the brand and performance of customers in.

As a matter of fact, when the first day of advertising and marketing became popular, people were worried about whether PPG would be popular like a few years ago because of its huge advertising.

"All customers and PPG's revenue depends on advertising support."

The famous Internet expert gave an example to the times weekly reporter. "The advantage of Jingdong is that it can get cheap electronic products, but the price advantage of clothing materials is difficult to reflect, and the replicability of such enterprises is strong."

Faced with the question of "whether customers can be duplicated" by the times weekly reporter, the former guest executives said with a laugh: "you just said," everyone is very similar to PPG ", actually, it has answered this question.

Before PPG, the existing customers will be numerous.

PPG has become a typical example of the "most failed cases" in the investment field. At this time, everyone is becoming the research case of "the most successful case" in the investment field. Maybe the failure of PPG and the success of everyone at this time are all "extreme cases". How to find suitable development rhythm for all customers depends on how to break through the sweet yoke of advertising.