The Influence Of The Situation Of Fan Ke Cheng On The Clothing Industry

Recently, some media quoted the advertising industry sources said.

In July this year, Internet advertising has been reduced.

Regarding this, the guest public relations personage has confirmed to the reporter.

Lu Zhenwang, an electricity supplier observer, said that every customer has 20%~30% advertising fees every year.

China is relatively high.

Customers are positioned in the middle and low end, network marketing costs, logistics costs are too high, not suitable for middle and low end routes, to pform, then need to re create supply chain, redefine the target population.

Substantially reducing advertising investment

Jiao Hongyu, director of public relations and public relations, confirmed that in July, advertising sales were indeed reduced, and online advertising and offline advertising were cut down, but the advertising reduction was only "phased".

"This is mainly due to the low advertising season in 7 and August.

But 9 and October will be

During the peak season of sales, we will increase the intensity of advertising. "

Jiao Hongyu said.

However, the media quoted the advertisers' words as saying that customers in the past year signed a year-round advertising plan, which has not been stopped in the same period last year. This year, a sharp reduction or even suspension of advertising is rare.

Li Dongcheng, a senior electricity supplier analyst, said that in July, everyone reduced their advertising. On the one hand, it was because of the off-season, the company adjusted it. On the other hand, customers were never sure when to go public, so the company controlled losses and reduced advertising budgets.

"From the operational point of view, the company's development has already faced certain bottlenecks, and more advertising will not necessarily have a better effect."

Li Dongcheng said.

At the same time, Jiao Hongyu said that the company's interception shows that it is "returning to reason" and spending more cautiously.

Reporters learned that before this, all customers using the new way of pmission, heavy advertising advertising image deeply rooted in the hearts of the people.

From "everything to the object" to "spring without fear" has become a truly worthy advertiser in the streets and lanes.

According to the observation of Lu Zhenwang, an electricity supplier observer, every customer has 20%~30% advertising fees every year, which is relatively high in the industry.

Electricity supplier's cold winter?

Lu Zhenwang said that customers have been in a loss, the overall sales performance is down compared with the same period last year, and the funding gap is large.

Van like this kind of electricity supplier is not like the traditional brand electric business can be online and offline inventory integration, if the customer's products can not sell online, there will be no other channel sales, so the operation is relatively passive.

"Almost all of B2C's clothing brands are facing difficulties, and many of them are difficult to survive."

At the same time, Lu Zhenwang believes that in addition to facing the problem of single channel, all customers are also facing the pressure of their low end positioning, which can not bear the high cost of marketing.

"Fan is now positioned in the middle and low end.

For clothing, the price of more than 100 yuan is too low, which means that the gross profit margin is too low and the profitability is not very high.

From the electricity supplier platform, the recent price war competition is becoming more and more intense, for some vertical B2C pressure is very great.

At the same time, this year's clothing market is very not optimistic, which also makes this clothing sales based electricity supplier "add insult to injury".

At the same time, after all the passengers were cut down from the middle of last year, they lost their doors, left the door, and IPO failed.

The constant negative news makes the customers and the old 2011 less smooth and bright.

There are even people in the industry who are worried that whether customers will become the next "PPG".

"For everyone, how to stop bleeding as soon as possible and make profits is the next goal."

Lu Zhenwang said that customers are positioned in the middle and low end.

Cost and logistics cost are too high to be suitable for middle and low end routes.

If we want to pform, we need to rebuild the supply chain and redefine the target population.