Clothing Enterprises Collective Electric Shock &Nbsp; Paction Volume Ranks First In All Kinds Of Commodities.

Van guest

The founder of the sincere product brings happiness to the harvest.

The sales performance of van customer's products increased by 150% in 2009 compared with 2008, while in 2010 it increased to 300%, reaching 2 billion yuan.

In the year of 2011, sales revenue will continue to grow by 200% to 6 billion yuan.

If fan Kai pin achieves this goal, it means selling 100 million clothes in 2011 to become the largest clothing brand in China.

In 2007, Chen received funding from angel investor Lei Jun and resigned to create van guest.

As a result, all customers began their rapid growth.

Van customer service sells 15 shirts from the first day to the average daily sales of nearly 200 thousand men's, women's wear, shoes, children's wear, home and so on.

Behind the leap from 15 to 200 thousand, it is the amazing advertising input of customers.

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

Van Kam pin, with its advertising marketing, firmly sits on the top of the sales of clothing B2C enterprises.

As a matter of fact, from the first day of advertising marketing, people are worried that customers will be short-lived like PPG, which has been hit by a huge number of advertisements a few years ago.

After the success of a clothing online shopping campaign in 2010, the goal of VIC in 2011 was to sell 100 million clothes and become the largest clothing brand in China.

"We are not looking for an opponent now!

Our goal in 2011 is to increase sales by 100%, which is expected to reach 4 billion yuan.

Chen said, "VCM is a very special mode, and has huge market size and development space, so there is no competition pressure from competitors."

{page_break}

The same is the online mode, PPG fell down, but the fan of the world has been on the top. What is the reason?

"No pattern for mode."

The old customers did not take PPG as the thematic way of mail order catalogues and telesales. Many of the advertisements put on by customers were free, or they were distributed to the website according to the sales volume, and became the model of B2C brand in the production process and the control of logistics service quality.

Van Kwok pin has launched the "30 day unconditional free return" strategy, and "door-to-door, on-site trial service", which is now emulated by industry competition. Meanwhile, logistics systems have been built in Beijing, Shanghai and Guangzhou to ensure that consumers receive orders more quickly.

The key of online brand's business mode is how to solve the links of site experience and logistics distribution.

Vic takes the lead in mastering the soul of online brands. "When the brand grows to a certain stage, the expansion of new users will become more and more slowly," Chen concluded.

How to attract old customers to buy back, customer experience has become a key factor.

Seven wolves: self built platform and Taobao mall set up shop simultaneously

Last November 11th, "singles day", Alibaba's Taobao mall created a "sales myth", with an average paction volume of more than 10 thousand yuan per second.

It is said that this figure even exceeds the so-called "shopping paradise" in Hongkong.

Zhou Shaoxiong, chairman of the seven wolves, has always been concerned about the development of e-commerce. "At that time, we were impressed by the fact that e-commerce was mainly bought cheap things.

At first, we were very cautious about the fact that the seven wolves' positive products could not be recognized by netizens, and had never really begun to do e-commerce.

Later, through in-depth analysis, we found that e-commerce will develop faster in the future, and for brands, the most important issue is to guide and participate.

The average chain of clothing enterprises is 6 to 7, that is to say, a garment with a factory price of around 100 yuan will reach 600-700 yuan in the end.

However, e-commerce has only one level of channel structure, which has a huge impact on traditional clothing channels.

After testing the water e-business, the seven wolves categorized and authenticated the products and distributors, and issued a series of institutional policies.

Last year's "singles day", the wolf wolf shop sold more than 16000 single day sales, sales amounted to about 5000000 yuan.

On the one hand, the seven wolves set up a brand store on Taobao and other platforms, and set up their own independent mall.

Zhou Shaoxiong said that each brand has a different form of service and experience, and Taobao has no way to show its personality one hundred percent.

In 2010, the seven wolves co operated with IBM to develop an e-commerce cloud platform, leaving the platform's maintenance and construction work to IBM.

At present, the total sales volume of the seven wolves is 2 billion yuan a year, and the proportion of online sales is still very low.

But Zhou Shaoxiong is optimistic about the development of e-commerce, and he hopes to increase online sales to 10% of total sales in 2011 through cooperation with IBM.

In fact, Taobao mall has become the largest B2C online mall in China, and is far away from its competitors in terms of size and profit.

In addition to Smith Barney and the seven wolves, Lining, UNIQLO, bestseller, BELLE, Adidas and other domestic and foreign big clothing enterprises have entered Taobao mall and opened the official flagship store.

As early as April 16, 2009, UNIQLO opened the flagship store in Taobao mall, and nearly 3000 pactions were concluded on the day of opening, achieving a paction volume of about 300000 yuan.

On the line in just 10 days, it rushed to the first place in Taobao mall men's wear and women's wear single store with amazing sales speed.

The first 11 days when UNIQLO opened a store in Taobao, turnover and passenger volume were equivalent to the sum of stores in the 9 year cumulative line.

At present, the statistics from Taobao mall are 300 thousand yuan -50 million yuan in the sales of UNIQLO, and the annual sales are already on the scale of 100 million yuan at the lowest value.

Nowadays, online sales have become one of the powerful engines that push UNIQLO to continue to develop rapidly in China.

Even more crazy than UNIQLO is another clothing brand JACK&JONES (Jack&Jones), which sold more than 20 million yuan in 2010.

The cooperation with Taobao mall makes these brands wear huge shopping mall admission fees and physical channel construction fees, directly facing end consumers.

Perhaps in the future, all garment enterprises will win the battle through e-commerce, like some other industries.