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Is Fan Han Han Sincere?

2010/4/20 13:34:00 30

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Recently, there's been news that Han Han and Wang Luodan are going to endorse VANCL's men's clothes

Women's wear

Brand.

Some friends asked me what they think of this.

If it's just for the endorsement, the view is very simple. Because Han Han is famous for Internet and blog, he is on the list of the times. He is definitely a network celebrity.

VANCL is also a network brand, and the two are very suitable.

I have been studying e-commerce in China.

Development, VANCL is no doubt a typical e-commerce.

Company.

And it is most consistent with what I mentioned in the next ten years after the 80's aphasia Internet and the Internet. The innovation of the Internet in the next ten years is the e-business of the real economy.

Change.

No factory is the dream of many companies.

VANCL is undoubtedly a model of the combination of the real economy and the Internet.

B2C entities will face serious problems of hand to hand interaction, for example, Lining is also doing e-commerce.

But they are worried that Internet sales will affect the sales and profits of the stores, so they can only sell some overdue styles.

VANCL completely does not consider entity shops, but also takes no factory operation, which is almost the ultimate dream of all enterprises.

Nike can achieve no factory, only need to research and design, and then its factories all over the world, especially in developing countries such as China, in order to obtain lower manufacturing costs and higher profits.

Apple Corp only has R & D and design, all products have Hon Hai OEM, apple iPad gross margin is as high as 200%.

Nike and apple can do this because they have strong brand influence and perfect product manufacturing management system, which can guarantee that they are not as good as their own products.

Steel and concrete factories are considered to be the most worthless negative assets, while technology and brand are the most valuable assets.

But to abandon factories is not so simple, but through e-commerce.

It is feasible to abandon the negative asset of the factory.

The VANCL mode, like UNIQLO, is an example of no factory operation.

clothing

B2C

Brand bottlenecks in the development process

But B2C clothing.

Enterprises still face a problem: brand building.

Enterprises with factories can rely on factories as part of their brand promotion. For example, many western style clothing producers promote their own production lines, and advertise vigorously in TV stations and magazines to enhance brand awareness.

VANCL also faces brand challenges.

As a B2C company mainly based on cooperation with websites, according to volume, the impression is that brand precipitation is insufficient and some are frivolous.

But when the sales volume of VANCL reaches a certain magnitude, it is bound to face certain bottlenecks to continue to grow.

The only way to solve the problem is to go in the direction of brand.

Now VANCL has grown into a large B2C company, and has also become a real brand.

Thus, Han Han and Wang Luodan, who are the hottest in the Internet, have chosen men's and women's clothing.

Spokesperson, this is very good for the main users of VANCL products after 80 and 90, which is absolutely accurate advertising endorsement.

Han Han is a network celebrity, VANCL is a network brand, hit it off.

But what we still need to see is that B2C companies like VANCL face serious cost control problems.

clothing

The profit is relatively high, but VANCL needs to be separated from the cooperative website. This will undoubtedly greatly raise the cost of VANCL. How to continue to guarantee the competitive price has become a difficult problem.

Secondly, while ensuring the competitiveness of the price, how can the quality of the products not shrink?

The game between price and quality has also emerged.

It is very fortunate that there is no after sale cost for clothing, which has great advantages compared with 3C products, and can also greatly reduce costs.

But logistics and warehousing are becoming more and more important.

When Alibaba wants to invest in logistics and warehousing, if VANCL only relies on Cooperative logistics companies to distribute, can these companies reflect the brand characteristics of VANCL and the quality of distribution services in the process of cooperation?

If we rely on a cooperative company, it is difficult to guarantee this, and the only thing that the VANCL brand has to contact with customers is logistics and distribution. So this is just as important as the image of the brand clothing store.

Consumers are likely to decide whether to buy your product again because of the quality of distribution service.

I think after the celebrity endorsement, the next step of VANCL self logistics and warehousing will become another focus of brand building.