Due To The Difficulties Of Clothing Sales E-Commerce, Ordinary Customers Significantly Reduce Advertising Investment

Recently, some media quoted advertising industry sources as saying that Vanke had reduced online advertising in July this year. In this regard, the relevant personnel of Vanke PR confirmed to the reporter.

Lu Zhenwang, an e-commerce observer, said that every customer has 20%~30% of advertising expenses every year, which is relatively high in the industry. All customers are positioned at the middle and low end. The cost of online marketing and logistics is too high, which is not suitable for the middle and low end route. To transform, we need to rebuild the supply chain and redefine the target population.

Greatly reduce advertising investment

As for the rumor that ordinary customers have reduced their advertising investment, Everyman Jiao Hongyu, director of the public relations department, confirmed to the reporter that the advertising in July was indeed reduced, reducing the online and offline advertising, but said that its advertising reduction was only "phased".

"This is mainly because July and August are the off-season for advertising. But September and October will be clothing In the peak sales season, we will increase our advertising efforts. " Jiao Hongyu said.

However, the above media once quoted advertisers as saying that Vanke had signed the annual advertising plan in the past years, but it did not stop the advertising at the same time last year. It is rare to significantly reduce or even suspend advertising this year.

Li Dongcheng, a senior e-commerce analyst, told reporters that Vanke reduced its advertising in July, on the one hand, because of the off-season, the company adjusted it; On the other hand, Vanke has not been sure when to go public, so the company controls its losses and reduces its advertising budget.

"In terms of operation, the company has faced certain bottlenecks in its development, and more advertising may not have a better effect," said Li Dongcheng.

At the same time, Jiao Hongyu said that the company's closure shows that it is "returning to rationality" and will spend more cautiously.

The reporter learned that before this, the image of ordinary people who use new communication methods and pay a lot of money to advertise has been deeply rooted in the hearts of the people. From "ordinary objects" to "spring, nothing to fear", it has become a veritable advertising major on the streets and lanes. According to the observation of Lu Zhenwang, an e-commerce observer, every customer has 20%~30% of advertising expenses every year, which is relatively high in the industry.

The winter of e-commerce?

Lu Zhenwang said that Vanke has been in a loss all the time, and the overall sales performance is declining year on year, with a large capital gap. Unlike traditional brands, Vanke's e-commerce can integrate online and offline inventory. If Vanke's products can't be sold online, there will be no other channels to sell them, which is more passive in operation. "Almost all B2C Clothing brand They are facing difficulties, and many are difficult to survive. "

At the same time, Lu Zhenwang believes that, in addition to the problem of a single channel, Vanke is also facing the pressure of its low-end positioning being unable to bear its high marketing costs. "Every customer is now positioned at the middle and low end. For clothing, the customer price of more than 100 yuan is too low, which means that the gross profit rate of customer quantity is too low, and the profitability will not be very high."

In terms of e-commerce platform, recently price war The competition is becoming more and more fierce, which puts great pressure on some vertical B2Cs. At the same time, the clothing market is not optimistic this year, which makes this e-commerce, which mainly sells clothing, "worse".

At the same time, Vanke has been deeply trapped in the door of layoffs since the middle of last year, and the door of loss, resignation, IPO failure... The continuous negative news makes Vanke and the old 2011 not so smooth and bright. Some insiders even worry about whether Vanke will become the next "PPG".

"For ordinary customers, how to 'stop bleeding' and make profits as soon as possible is their next goal." Lu Zhenwang said in an interview that ordinary customers are positioned at the middle and low end. Network marketing costs, logistics costs, etc. are too high, which is not suitable for the middle and low end. In order to transform, we need to rebuild the supply chain and redefine the target group, so that there is hope.

"Vanke Apprentice" Weimian Net All goods on sale were taken off the shelves

Weimian.com, a vertical brand e-commerce that mainly deals in socks and underwear, was once called "Vanke Apprentice". Weimian.com is located in a personal clothing brand tailored for people who pursue high-quality life, mainly selling its own brand VCOTTON. However, the reporter found that the "apprentice" products have all been offline recently, and when to resume normal operation is unknown.

Recently, Weimian.com issued an official statement on the removal of goods from the shelves. The statement said that due to the failure of the storage system, all goods on sale were removed from the shelves. During this period, you can't do any shopping. In addition, users who placed orders before 17:30 on August 17 have delivered goods normally.

Yesterday (August 20), the reporter called the customer service of Vimian.com, and the customer service personnel said that the system has not been recovered yet, and they are not clear about the time of system recovery. "No relevant notice has been received, and everything is based on the official announcement".

However, some insiders told the reporter that the B2C website, which has been favored since its launch, saw its traffic plummet from its peak half a year ago, and its "unstable factors" were frequently reported in the press. More than ten employees, including the company's COO elders, website editors, and personnel assistants, have been "resigned" from the excessive advertising, owed millions of yuan of advertising money, and slashed their salaries. Lin Wei, CEO of the company, also sent an email saying that he would "survive at all costs", and said that the middle and end of this year would be the death period of e-commerce.

At the same time, for a period of time, the recommendation ads of Wembledon in Baidu's brand zone and major website navigation stations have been removed. The industry once said that its capital chain was broken, which is an indisputable fact.

Lu Zhenwang, an e-commerce observer, said to reporters that socks are a category with poor purchasing power, which makes the user base of Vimian Web unstable or even lost. At the same time, the overall e-commerce environment is not optimistic, and small and medium-sized e-commerce can only reduce expenditure when it cannot attract financing. This in turn led to a decline in flow orders and faced greater losses.