Vancl Will Everyone Be The Next Amazon?

Vancl's third round of $30 million in huge financing has shocked the traditional clothing industry, the online retail market and all practitioners who are concerned about e-commerce.

Often, people seem to focus too much on the perspective of their business structure. In my view, Vancl is not just a simple way to sell clothing.

Vancl should be the crystallization of integrated marketing such as product positioning, brand management, enterprise culture and so on.

Integrated marketing of Vancl

What is integrated marketing?

Integrated marketing, that is, targeted at the specific market of the enterprise, analyzes it, finds a marketing breakthrough, applies two or more marketing elements, and communicates with the marketing department, the first line sales department or more relevant departments at least, so as to achieve a competitive marketing strategy or meet the needs of consumers, so that not only the specific combinations of marketing elements can set up competitive barriers, but also maximize the application of resources.

　　列舉幾點(diǎn)簡(jiǎn)單解析Vancl的一體化營(yíng)銷

　　1.從標(biāo)準(zhǔn)化的襯衫定位到經(jīng)典絕妙的“68元”初體驗(yàn)價(jià)戰(zhàn)略；

Analysis: Vancl online sale of standardized men's shirts, based on the decision of men's consumption habits of shirts in life, has grasped 3 key points: high standardization, men, direct selling (subversion of traditional mode, cross over other links, product directly oriented to consumer mode determines the low price operation of products, and "68 yuan" is also within the scope of consumers' acceptance).

　　2. CPS分成策略；網(wǎng)絡(luò)(主題)廣告風(fēng)格的統(tǒng)一制作和管理

Analysis: the use of CPS marketing strategy to expose its ads to the influential and high flow portals, P2P end websites and website alliances, attract consumers' attention through the exquisite online advertising (and many other ways, such as DM, traditional magazines or media, etc.) and guide consumers to the Vancl online mall platform.

All of these undoubtedly play an important role in building VANCL brand and promoting VANCL culture, and also an important means of VANCL e-commerce strategy.

　　3.從Vancl商城平臺(tái)的搭建和設(shè)計(jì)，到消費(fèi)者的購(gòu)物流程體驗(yàn)，再到物流配送及售后服務(wù)；

Analysis: advertising guides consumers to the Vancl online shopping platform to undertake the page, the optimization and visual effects of this page; the consumers cultivate a sense of trust through the good user experience of the online shopping platform, and place orders through payment by cash on delivery, receive products through efficient logistics and distribution, experience of user's products, product quality or other problems, and follow up after-sales service.

VANCL's excellent shopping experience and good service make it possible for ordinary netizens to become potential customers and become regular customers and finally become loyal customers' ideal targets.

...

Obviously, Vancl's integrated marketing does not simply refer to the sequence and consistency of the pipeline in efficiency, but the most important thing is to pay attention to all the operations in the entire marketing system, and to implement the integration of each other.

The most important part of integrated marketing lies in the concept of "integration".

It is closely related to internal standardization management, corporate culture concept, corporate team cohesion, execution, marketing strategy and media public relations.

The value of the company's brand image (including products and services) can be exported from inside to outside.

Enterprises do marketing, the biggest effect is certainly not limited to the industry, but is affecting the industrial chain!

The development of Vancl is restricted by the upstream and downstream sectors of the industrial chain.

Vancl integrated marketing has just realized the cross pmission and mutual penetration of brand value among all the links between suppliers and suppliers, mainly for the procurement of raw materials, products (R & D, design, processing and production of products), channels (currently mainly network based), consumer terminals, and Vancl's own e-commerce platform mall.

Whether we are in the consumer, business marketers, managers, etc., we can clearly feel the sincerity and refraction of Vancl's wisdom. The charm, affinity and vitality of Vancl gradually become the great destructive power of consumers.

This is how many enterprises learn e-commerce.

After all, B2C is not a joke. B2C is a systematic project. Carelessness in every aspect and negligence in detail will probably affect the development of the whole world.

　   Vancl的下一步

In the initial stage, due to the limitation of capital and resources, the single brand short product line may be the best choice strategy for traditional enterprises to cut into B2C e-commerce.

Enterprises can focus on the construction of specific products; supply chain management, inventory management and logistics and other operations and consumption are relatively small sum, which is easy to control risks.

Vancl is an important first step in this way of thinking.

So, what next is the next step for Vancl?

Relative to excellence, Dangdang, Jingdong mall and other years of rolling in the field of B2C e-commerce boss, positioning on the direct sale of shirts online Vancl customer products B2C age is only one year.

Correspondingly, the age of Vancl consumers is not more than 1 years.

As a Vancl consumer, even though there is a lot of purchasing power for shirts in one year, with the increase of the age of online shopping, the Vancl with shirt positioning is obviously unable to meet other multi-level and diversified demands of consumers beyond shirts.

A real portrayal of a consumer tells the problem: "through Vancl, I buy clothes that I like, but I can't buy other products besides clothing."

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