Martha Marceau Takes The "Network Aristocratic" Route &Nbsp; Is "Burning Money" Or "Saving Money"?

Before the collapse of the PPG commercial myth, there were VANCL (all customer service), wheat net,

At present, VANCL, which is the first e-commerce market share, and YOUNGOR, the first traditional clothing brand involved in the e-commerce market, is undoubtedly the leader and their strong strength and industry foundation.

But Marceau, the first born of Masa, is not even a little flower and grass. But Masa Marceau is steadfastly taking the route of "network aristocracy" to kill a blood for himself.

Always sober self cognition

The rise of masa Marceau looks like a myth, but everything is traceable.

Masa Marceau has a decision-making team called "iron triangle" and has complementary characteristics. It has both the chairman of the board of directors such as Zhang Shulve, who is the elites of sina executives. He is very familiar with internet marketing such as Internet marketing, data analysis, database marketing, CRM management, SEO optimization, user behavior analysis and so on. Sun Hong, general manager Sun Hong, is one of the top men's clothing brands in China. He has more than 10 years experience in traditional clothing management, and has rich experience in the design, production, service, supply chain management of traditional clothing industry.

Such a team must play an immeasurable driving force for the development of masa Marceau.

Looking at the market positioning of Marceau, no matter how the industry changes and how the competitors behave, Marceau always knows his near two and is always playing his own "fist routine". That is, there is no flexibility for VANCL (Fan Cheng pin pin), and no YOUNGOR is strong enough to dare to make mistakes and not be afraid of burning money, but it has the same goal. Every decision takes the lead in the brand clothing e-commerce.

All this stems from the conscious self-awareness of masa Marceau by the brand decision-making level.

Compared to the huge market share of VANCL and the strong strength of e-commerce, Marceau is still on the road of "low price strategy". He can only pick up the leftovers of big brother VANCL, and even in the crowd of followers, even Marceau, who can hardly count every aspect of his strength, will starve to death in a large army.

So Marceau must find a new way.

In the face of the impact of traditional clothing brands on e-commerce, many garment companies born of e-commerce have no clear understanding. They are fighting price war repeatedly according to tradition.

As we all know, traditional brands will never lower the price of products for the secondary e-commerce market and destroy their brand image.

VANCL, which is born in electronic commerce, has one kind. Anyway, we are not "honest and honest". We only need to play the role of "routine". We sell the benefits, no matter "reputation" - the strategy of selling brands.

Martha Marceau is precisely the shackle that restricts the breakthroughs in the development of e-business. No brand, but rather goes against it, preferring to temporarily abandon profits and concentrate on the brand.

Masa Marceau publicity strategy, the main purpose of their own design and production strength, do not hesitate to do brand.

Although in the short term, for a new e-commerce clothing brand, all the funds will be put on the promotion of the product itself. In the vast network market, we will undoubtedly dig our own grave and burn the money to play the bag.

But is Marceau really burning money?

E-business is a good way to save money.

Compared to PPG's addiction to the mainstream media advertising strategies, Marceau's advertising campaign is a bit of a small family.

The background of Marceau's electronic commerce determines its importance to database construction and data analysis.

Martha Marceau clearly realized that the Internet is not the soil of the frontier. We can not just aim at a place to plant seeds and wait for harvest.

Martha Marceau is more like guerrilla warfare - the market moves, and I move.

Database construction and data analysis are by no means mere technological activity, but the most authentic market survey that determines whether advertising is effective.

Through the scientific utilization of database information, Masa Marceau launched the "save money" advertising.

When they put an advertisement on the NetEase portal website, they saw very good results, and by analogy, they expanded their fruits and spread advertisements on similar websites such as Sina and Sohu website.

This shows that Massa Marceau's advertising is "accurate", the main audience -- urban white-collar workers.

Long term development is the ultimate success of masa Marceau.

Martha Marceau seems to be playing the "smart" shortcut of wild road son, but in brand building, not lose to any traditional clothing brand.

Marceau, who sells clothes for thousands of dollars at a time, is not a wild speck.

Moreover, in the supply chain convergence and customer service services, it is also a step by step.

Self requirements are made in terms of shopping standards, and they are highly self restrained in all aspects.

It even launched a 30 day merchandise appreciation period promise: within 30 days, goods will be replaced without damage.

This is precisely what the audience is concerned about.

The national tour exhibition, free trial activities, once again reflects the wisdom of Marceau, the decision maker of masa company.

The investment of Sequoia Capital is absolutely not opportunists' choice, but insists on the inevitable return of the brand.

And the addition of Sequoia Capital will also help Marceau's unexpected "burn money" and "save money" trip.