Enterprises Need To Be Cautious About "Internet" &Nbsp; Avoid PPG'S Nightmare Replay.

Obviously, the channel revolution triggered by clothing net is self-evident.

Online clothing stores rely on telephone and TV.

Of course, not all the combination of clothing and network is satisfactory.

When the traditional clothing enterprises encounter a brand-new Internet, "acclimatization" is inevitable.

The loss of PPG shocked us, but it woke us up.

In the business environment where the Internet is highly involved, do we need to build vertically integrated enterprises or create a horizontal platform to grow through the organization of external resources?

How can we manage the resources beyond the boundaries of enterprises and enable enterprises to achieve leveraged growth at a low cost?

How to avoid PPG's nightmare repeating itself?

All these are bothering YOUNGOR who is currently making clothing e-commerce.

PPG has its unsustainability.

Companies like PPG and VANCL, especially in start-ups, are hard to control the quality of outsourcing.

Once outsourcing problems arise, adverse reactions will spread to the downstream as Domino dominoes, and risk of every link in the supply chain will be enlarged.

Part of the reason for the PPG crisis is that the expansion is too fast, and the company's ability to manage the supply chain can not keep pace with each other, which results in the normal operation of the company due to disputes between product quality and suppliers.

PPG's "danger machine", which is analyzed by Shang men's website, believes that the failure is due to the high cost of acquiring new customers.

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.

From this point of view, PPG has not done much marketing after advertising.

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, etc.

Reducing the unrelated costs of every user during shopping is a magnet.

Instead of bringing huge advertising costs to the vast number of consumers, e-commerce companies strive to convey high-quality products to consumers' hands with reasonable advertising methods.

Now there are also some fast growing clothing e-commerce brands, like Masa Maso, which reduce investment in advertising, but stabilize the brand building and strive to create greater benefits for consumers.

In addition, the supply chain management is not good. Through the low price competition of PPG, there are many criticisms in the supply chain management. Through the most primitive and extensive way, the management of several manufacturers and the management of advertising companies eventually lead to the "reminder events" frequently reported in newspapers.

The degree of trust of the brand is the biggest obstacle to the sale of the network store relative to the entity's store, and it is also the lifeblood of its success.

"New product development is not good enough, product quality is not the same". The analysis of the e-commerce industry's website shows that the product of e-commerce is the absolute principle. Consumers will not buy it without excellent products, which is different from the traditional clothing industry. Customers can see that if they can't get out of touch, their vigilance will be improved. Once they are not satisfied, they will not be patronized again.

The so-called "Cheng also word-of-mouth, the reputation of failure", any operation link problems, the network will be the consumer's discontent quickly and comprehensively enlarge, the network sales enterprise's most survival basis -- brand reputation, will disappear in an instant.

VANCL has learned the lesson of PPG and is not afraid of neglect in quality and process.

Masa, Maso, a quality apparel service, is a key factor in attracting and retaining consumers.

Consumers are not only satisfied with the quality of goods, but also need to enjoy quality services.

In particular, one of the highlights of Masa Maso after-sales service is to provide 30 days of merchandise appreciation.

In addition to special goods, Masa Maso will provide 30 days of merchandise appreciation.

During the appreciation period, as long as the product is intact, no breakage, no wear, no washing, all accessories are available, no reason can be returned free of charge.

This is not only the quality service provided by Masa Maso, but also to a certain extent the Masa Maso's trust in the quality of its products.

Recently, Masa Maso has launched a "door-to-door, free try on" service, so that consumers who worry about clothes do not fit well have no worries at all.

When clothing meets the Internet, Masa Maso or PPG, success can not always be the king. Failure does not mean a failure to survive.

"Only when the tide comes back, do we know who is swimming naked."

Buffett said.

PPG mode can not be copied, I hope to test the water business of e-commerce clothing enterprises sounded the alarm.