BONO Launching Alternative Marketing

Few men enjoy shopping and enjoying the selection and comparison. They seem to be wandering in various shopping malls, so it is better to experience the convenience and speed of online shopping at home. At present, the online shopping of men's shirts is quite large. Compared with the high price of the shopping malls, the direct sale of shirts on the Internet is far from being affordable. From PPG to BONO a few years ago, the direct selling market of shirts has already gone through a fast advertising campaign which is mainly based on mass advertising. quality The process of being king.

Capital driven, manufacturing outsourcing, low price and carpet advertising offensive were once the magic weapon for rapid expansion of shirts direct sellers, but this year, as the market matures and consumer behavior becomes more rational, the direct selling market of shirts has begun to return to the essence of the industry, with the direct selling of men's clothing under the wedding bird. BONO The traditional "heavy company" represented by the "treasure bird" is gradually showing its strong backwardness advantage by advocating R & D design, praising supply chain management and focusing on product quality.

According to sources, at present, BONO is secretly setting up BONO Tailor, which is the main feature of tailored suits and shirts in Shanghai, Shenzhen and Beijing. At the latest in the first half of next year, BONO will open outlets in more than 100 cities and two cities with cultural and economic activity in Hangzhou, Qingdao, Hangzhou, Suzhou, Nanjing and Dalian. In particular, the location of BONO Tailor stores will avoid shopping malls, and select the most concentrated office area and office area for target consumers.

In the direct layout of the direct store, BONO direct selling platform also launched an unprecedented sales promotion war.

The reporter went to BONO direct website to learn that by the end of September 30th, consumers could only get a value of 229 yuan and a full cotton sweater of different colors on the day of a single shopping of 300 yuan, and only need to add 1 yuan, and the amount consumed by consumers could be accumulated gradually, and more money could be bought. In the increasingly fierce market promotion campaign, this rather unusual marketing strategy has attracted the attention of a large number of online consumers.

At the same time, BONO also launched the same tempting summer special season activities, including short sleeved T-shirts, short sleeved shirts and selected men's trousers, which are on the preferential season. Due to the limited number of selected special offers, first come, first served, this event has been launched, which has led to panic buying, and BONO stock has been broken up more times.

For the long sleeved shirts that are also selling well at the turn of summer and autumn, BONO also launched the "broken code zone" in the same period. It not only assembled long sleeved shirts with all kinds of special offers, but also launched the handsome men's shirts and men's classic short sleeves. shirt Gift package, early autumn charm charms and other special combinations, promotions far beyond the same direct selling website.

Although conventional marketing methods such as online shopping, directory sales and call center have been adopted, BONO, which is inextricably linked to traditional clothing industry, adopts the industrial driving route of "still design and quality". Although this pattern is not surprising, even appears to follow the rules, but at the very beginning, it adopted the technical quality barrier strategy, relying on product quality and product design to win customers. Therefore, BONO has stronger control over the quality and delivery date of goods, and can provide personalized service for customers, and the price is also very low.

Powerful production capacity and fast response supply chain control also enable BONO to quickly adjust its product deconstruction according to the fashion market trend and user taste changes, thus achieving zero inventory and on-demand customization, which greatly reduces inventory cost and reduces capital risk. Statistics show that the production cycle of international leading garment enterprises is about 12 days, and the production cycle of BONO is also close to that. Most domestic clothing direct selling enterprises have a period of more than two months from purchasing fabrics to finished products.

Unlike other capital driven shirts' direct selling websites, BONO not only runs B2C business aimed at consumers, but also operates B2B business tailored to enterprises' online professional wear. Because of its powerful production capacity, BONO is more abundant and more expensive from its category. Its products include shirts, T-Shirts, sweaters, casual pants, ties, and professional wear.

BONO vice president of the summit told reporters that building a business model is not important. The important thing is that the operation of enterprises will eventually return to the fundamentals. No good quality, no mature management, good mode will fail. With this intention in mind, BONO will devote more resources to strengthening the construction of logistics and warehousing systems and developing new marketing channels in addition to improving product quality, enriching product grades and varieties.

According to the insiders, as more traditional clothing enterprises participate in the competition of online direct selling, the price war, advertising war and outsourcing mode once used as direct selling tools will no longer constitute the core competitiveness. In the next period of time, the fast win mode of quality win will soon catch up with the light company mode that won by the large scale advertising, and become the mainstream of China's clothing direct selling field. Garment B2C industry will gradually enter the stage of quality as king, and consumers will benefit most.