Vic: "Every Object" Is Popular Among The Populace.

In the fierce competition of clothing e-commerce market, it is not easy for enterprises to stand out. PPG, the old star who burns money to advertise, has fallen rapidly due to the problem of capital chain.

In order to let more consumers remember the name of "VCG" and find a clearer location for the company, the founder and CEO of VCG made many efforts: to burn money and advertise on the major websites like PPG; instead of wearing Zegna on various occasions, instead of wearing the clothes of their own companies; positioning VCG for "fast fashion" and "civilian fashion".

In 2010, the old age brought the whole society " VANCL style " Fans invited Han Han and Wang Luodan to be the spokesmen of the image. In May, a series of print ads appeared on the bus and subway billboards in North Guangdong and other places.

"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. " In addition to the early sale of T-shirts and long skirts worn by two image endorsers, this attitude has triggered netizens' dubbed "imitation of all objects". The popularity of "all objects" has become a hot word in the Internet. Since 2010, fan has sold 30 million garments and its total sales are expected to exceed 2 billion yuan. At present, the average daily sales volume of all products is about 50 thousand, and the daily sales volume is over 100 thousand.

"All object" is popular in the Internet.

The "all object" initiated by Fan Cheng Kai pin suddenly became a hot spot on the Internet. Electronic Commerce For whom, people are exposed to fans who sell clothing products online. As an easy and entertaining means of entertainment, spoof is a common way for netizens to express their feelings. It is not easy to find out second brands that can be used to complete marketing activities by using spoof. "Love XX, love XX, love XXX, I only represent myself, I am XX......" From the beginning of the print ads launched by Wang Luodan and Han Han, the text and pictures of this sentence pattern have become the pastime of netizens and are widely circulated in the Internet world. Fan Kai Cheng, which is rich in entertainment elements, has attracted the attention of netizens. It has brought joy to netizens and promoted its popularity.

Since its inception, Vinci has devoted itself to becoming an online fashion lifestyle brand and advocating a simple and decent lifestyle. As a clothing sales enterprise based on the Internet, how to open the distance from competitors and remove the basic factors such as quality and price, marketing is the most important part. Through the wide dissemination of "all objects", fan Ke Cheng made the idea of "all customers" popular among the people, and entered the consumer's inner world in a relaxed and cheerful atmosphere.

First of all, in choosing spokesmen, Wang Luodan, a girl who has a pretty good girl next door, and a famous teenager and independent Han Han, are widely recognized by consumers. A simple and fresh style is revealed from advertisements, as if they are no longer stars or celebrities, but like "you and me" like you and me. The identification of identity has laid a solid foundation for the wide spread of "all objects" and also made the brand more affinity with consumers. Every blog is sincere: "everything is in charge of the object" is popular in popular fashion.

Secondly, the implantation of rich entertainment elements contributes a lot to brand communication. No Internet users are willing to see rigid, rigid propaganda and education. Some thoughts and fun activities can easily attract the wide participation of netizens. Among all the concise and clear sentences and interesting connotation, netizens have found a way of entertainment that can be easily used for reference. Through a wide range of communication, they form a resultant force and eventually win the recognition of consumers.

Through the guidance and intensification of "all objects", viral marketing of fan's products is obviously more influential. The explosive network of "all objects" breaks away from the "single virus" propagation mode of individual merchants, and the outbreak of "multi virus" cluster makes netizens active as carriers and disseminators. Following the trend and guiding direction, the benefits of "all objects" for the brand of van customer's product are not only limited to the promotion of popularity, but also a good communication environment created for follow-up communication.

Vic is committed to providing high-quality and exquisite life for new internet groups. The popularity of "objects" has also proved to some extent the success and effectiveness of communication between brands and target consumer groups. According to incomplete statistics, more than 2000 pictures of objects in micro-blog, Kaixin, QQ group and major forums have been wildly reprinted. Fan Ke Cheng successfully extended the enthusiasm of netizens to brand communication, and the popularity of "objects" created a good environment for brands to target consumers.

How does the object fire up?

Fan Cheng pin is one of the companies that actively use Sina micro-blog marketing. Employees of marketing center and planning department are encouraged to use micro-blog products such as Sina. At the beginning of its establishment, Sina micro-blog set up a more interesting name for its own "scarf". In addition, fan Kai pin launched an interactive campaign to give Han Han signature "solo" through the official account of VANCL on micro-blog.

On the hottest August of all the objects, van Ke Cheng took the opportunity to strike the iron and completed the video advertisement starring Han Han. {page_break}

For old age, "everything object" may be a lucky episode. Its influence on the brand of Vinci must be proved by time, and what is most important for him now is to constantly check the vacancy between different teams. The sales volume reached 600 million in 2009, and vintage hopes to achieve 10 billion in the next 3-5 years.

In the company's business strategy, the old idea is clear: adhere to the user experience, adhere to the best cost-effective. But everyone is sincere. brand He is not sure what image he should be. At first he thought it might be "fast fashion" and later found that "popular fashion" might be more appropriate. The same problem has been encountered in the cooperation with advertising agencies, which has contacted 30 advertising companies, and has seen many advertising proposals, but the management of all customers has been "unable to find the feeling".

Ke Linli, who has participated in the selection of advertising companies, is in charge of the core Department of fan's product center. "Before the sale of all products, the product was directly driven by sales, and no brand promotion was done." Ke Linli said that the feeling of management of the brand is not clear.

Then I finally found it. But at the beginning, advertising companies did not agree to write 29 yuan to Han Han and write 99 yuan beside Wang Luodan. Their reason is that brand spokesmen are usually for raising prices. "It must have been wrong. Later, I concluded that these are the traditional brands of rotten nonsense. The so-called positioning and promotion planned in the darkroom are all trying to confuse the old dream of the user. Only the brand identity that user experience creates is the best brand practice. Chen explains it in her own Sina micro-blog.

Since its inception, van customer has been trying to build a complete e-commerce industry chain, from design to production, from products to logistics, and customers will do all those seemingly ordinary things. With the help of the global financial crisis, Fan Cheng pin has made a copy of the international fashion design team, inviting the three person team headed by Jin Meiyuan, a Korean designer with 20 years of experience in international brand design. In terms of clothing production, Fan Cheng pin has also realized the desire of a self designed garment and a large international brand garment to produce a production line, and selected Shandong Lu Tai and Hongkong Yida to cooperate with OEM manufacturers such as Armani and Zegna.

In 2010, under the premise of strengthening the advantages of the men's wear products, Vic launched the canvas shoes channel, VT channel and stockings channel. The main products were 29 yuan VT, 59 yuan canvas shoes and stockings and so on. The sportswear, sweater, winter clothes and 99 yuan snow boots launched in the autumn were also very good sales results. Coupled with the formal launch of the women's clothing brand in 2009, the category of fan's products extends to six main lines, men's clothing, women's wear, shoes, children's wear, accessories and household products, with over 30 thousand products.

In order to enhance the user experience, van GEE has been upgrading its service level and service capability since its first day. The company has more than 1000 call centers and over 1100 cash on delivery cities. In April 2009, fan Kai pin launched a number of user first service upgrading measures such as free return, open trial and full freight free for one month. At present, van Hsin pin has built warehouses and distribution teams in Beijing, Shanghai, Guangzhou, Wuhan, Chengdu and other places to provide consumers with 12 hours, one day, two delivery of fast and personalized distribution services.

At the same time, in order to better serve customers, we have established a "express" company. According to Yang Fang, vice president of VLC, "Feng Feng" express takes up 30% of the distribution of VCM. Our self built logistics is mainly concentrated in Beijing, Shanghai, Guangzhou and other places. At present, Vic is also working with more than 100 domestic third distribution companies to support the nationwide distribution business, of which 1100 cities support cash on delivery.

Rapid development is also a problem. Chen believes that 2 billion is the highest limit of the current operating team's burden. If it exceeds, it will inevitably affect the user experience. The delay in orders caused by the relocation of the warehouse in May also left him with a lingering fear. Does the rapid growth of business bring pressure to the management and supporting capabilities of the company? "The rapid development of the company has brought certain tests to the operation management. However, the growth of van Kee pin can be regarded as a model of "micro innovation". We are trying to control the pace of development, but also make meticulous planning for possible future development and supporting environment. In the logistics and storage construction, IT technology construction, product line expansion, van Ge product layout in advance, in order to cope with the future of the market blowout. In addition, the construction of talent team is also the top priority in the development of e-commerce industry. This year, fan Kai pin began to recruit talents in the university market. "We expect that the sales growth rate of 2011 should be no less than 150%."