Data Show That Vip.Com'S Sales In 2012 Amounted To $692 Million 100 Thousand.

Vip.com, founded in 2008, is a B2C enterprise specializing in large discount brand products. It has achieved explosive growth in the past 5 years since its establishment in P.

According to vip.com's fourth quarter earnings in 2012, its net profit in the quarter was US $6 million 300 thousand, becoming China's first vertical electricity supplier to achieve profitability.

Vip.com can be said to be one of the most incredible electricity providers in China from breaking the market to the 1 billion 600 million dollar market today.

Because vip.com was once criticized by the industry for cleaning up the stock sewers, how did the "sewer" take the lead in making profits in the past few years? In this article, as a brand and network marketing expert and trainer of a research and service enterprise, Mr. Jack will discuss with the readers about how vip.com successfully "counterattacked".

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< p > strong > 1, differential positioning, fill the market blank < /strong > /p >

< p > according to the earnings data, vip.com's sales in 2012 amounted to 692 million 100 thousand US dollars, a year-on-year increase of 204.7%.

Such outstanding achievements, from the source of vip.com's entrepreneurial team, can find market gaps and make a unique and precise market positioning.

According to the theory of differentiated marketing in brand marketing course, which is based on the three dimensional theory of marketing, the road to build a strong brand at low cost, Mr. Jack believes that enterprises should be brave enough to go to the blue ocean and explore gaps in the market so as to achieve breakthroughs in business.

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< p > unlike other large and medium-sized B2C websites, vip.com is not positioning itself in a traditional website selling mode, but locating itself in a website specializing in brand sales.

The brand sale website is nothing new. In the US and other western countries, the online sale industry has developed very well. For example, TJ Maxx and Ross in the United States and Vente-privee in France have become very successful large-scale online sale sites.

In our country, "special sale" mainly stays in individual sales promotion of shopping malls. Special stores are rare, and B2C websites specializing in special sales are few.

However, the demand of consumers at low prices is not only the demand of foreign consumers, but also the demand of Chinese consumers. It is even more urgent. However, there has not been a platform for consumers to provide quality products with low discount and professionalism in a large scale.

The demand for discount products has not been satisfied for a long time, so there has been a blank area in the market. Vip.com has been able to identify the business opportunities brought by the market gap and position itself in a website that specializes in providing brand sales. The brand purchase of as low as 95% off actually meets the psychology of most consumers' brand and privilege.

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< p > vip.com is positioned in the brand sale, in addition to filling the market gap of providing discount products for consumers, it also provides a platform for each brand to handle the inventory properly, and solves the problems faced by the suppliers themselves, so as to ensure the supply of goods.

In 2012, China's "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "brand inventory crisis surfaced, and the win-win relationship between brand suppliers and vip.com was closer. Suppliers provided low price goods, and vip.com provided a platform to help suppliers digest these stocks.

Some people say that vip.com is riding on the clothing brand inventory crisis of the ride, in fact, this is not accurate.

Inventory problem is a normal problem. In the United States, a mature and well developed clothing brand still has 20% of its inventory after a quarter.

Moreover, a brand takes a long time from design, purchase, production and circulation. It usually takes 12-18 months. The cycle is so long, it means that the stock will always exist.

Even without inventory crisis, brand players also need a platform to solve this normal problem.

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< p > it can be said that vip.com's choice of "brand sale" blue ocean is a key step for its success. Upstream suppliers have continuously and steadily supply low price goods, and downstream consumers who want to buy famous brand products at the lowest price have served as an important link in the long and long absence of the whole chain.

Jack, a marketing expert at Peking University and President of Tsinghua University, pointed out that vip.com's intelligence lies in that although it is a website specializing in special sales, it does not give consumers a very cheap feeling like shopping malls. It is purely a tail yard.

In order to enable consumers to have a better consumption experience and make the inventory of brand suppliers more respectable, helping brands eliminate inventory is only part of vip.com's business. Vip.com's existing business includes sales of some brand new products and special products on the Internet.

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< p > < strong > two, unique operation mode, successfully implementing "hunger marketing" < /strong > /p >

< p > to find a blue ocean in the market is the first step for vip.com to succeed. However, the development of Chinese brand sale market is relatively backward, but its competitors still exist. For example, the top grade discount from the development of the entity store to the B2C website is also an early brand discount store in China.

In terms of business mode, vip.com has chosen the "flash buying" method which is not very common in China. It is more straightforward to say that it is a time limited purchase mode, which is a means of hunger marketing.

According to Liu Jack's original network marketing training course, "Internet marketing actual combat -- how to make a strategic breakthrough through Internet marketing", the hunger marketing theory refers to the fact that enterprises intend to control the shipment volume of a certain product, grasp the relationship between supply and demand, and create the fact that the corresponding products are scarce in the market, so as to achieve the purpose of maintaining a higher sales price or promoting the sale of goods.

Vip.com's "flash buying" mode attracts consumers with low price and quality products, but it only gives consumers a short time to choose. The urgency created by them is the core of hunger marketing strategy.

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Compared with the traditional brand discount sale, vip.com's limited time rush buying mode can keep the freshness of the product in the consumer's mind. Launching different brand buying every day, constantly stimulating consumers and even addicting them, forming a habit of paying attention to what brands are buying and selling every day in P.

At the same time, for consumers, time limited panic buying also means that there is not such a favorable price at any time, so that consumers can get their favorite products at a low price while not lowering the high-end image of the brand in the minds of consumers, so that consumers can feel value for money.

In addition, this flash buying mode is quite different from Taobao's "spike". The supply of goods is much more than that of spike activities, and the rush to purchase goods is not concentrated in the short to one second, so that consumers can have a relatively ample time to purchase, and they must cherish the time and seize the opportunity to purchase.

In addition to providing consumers with fresh and stimulating buying pleasure, flash buying mode also provides convenience for suppliers and vip.com's inventory management.

The flash buying mode has the characteristics of large quantity, large quantity, large quantity of goods, and large quantity of returns. It can help suppliers to deal with inventory products faster, and also help vip.com speed up its turnover. It also avoids the confusion caused by insufficient supply.

In addition, the time limited panic buying mode provides a supplier with a special platform to digest inventory. Because the sale time is limited, and it is not the new product of the season, it can effectively avoid the conflict with the entity store, and can also effectively enhance sales performance.

After a limited time rush, the specific brand will be withdrawn from the warehouse within a week, and vip.com will settle with the manufacturer within 2 weeks to help manufacturers quickly return the funds.

At the same time, it can reduce the pressure of manufacturers' funds.

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< p > how much is the flash buying mode under this hunger marketing strategy? Consumers are always waiting for their favorite brands to make discount activities on vip.com, and actively participate in flash buying. For example, the brand Lily of women's clothing has created more than 40 thousand sales records in 24 hours.

"Flash buying" strategy can make vip.com very "stingy" in advertising, but does not affect the arrival rate of consumers.

Its simple promotion through SNS website and encouraging members to recommend to friends has achieved more than 20 million registered users, with annual sales exceeding 4 billion.

So many consumer participation shows that flash buying is indeed an attractive marketing tool for discounted goods.

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< p > strong > three, perfect supporting services, truly attracting and retaining customers < /strong > /p >

P relies on the slogan of "cheap genuine goods" and "limited time rush to buy" mode. Vip.com attracts millions of users to register for consumption. However, these two points are not enough to ensure the continuous consumption of consumers.

In addition to formal innovation, the perfect supporting service combination has become the key to building "repeat customers".

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< p > take logistics links as an example. Once a French entrepreneur saw such a huge brand consumer market in China, he copied the French VP business model to China, and opened a brand discount website called Baba BRAIN in Shanghai, which ended in the summer of 2010.

A very important reason why this discount website is not popular with consumers is its excessive delivery time.

The Vente-privee mode of operation is to confirm the online order first, and then notify the brand to deliver the goods. Therefore, the time from the order to the delivery is 10 days. However, the lack of patience of the Chinese consumers determines that this mode is difficult to work in China.

Westerners choose online shopping, less care about when the goods arrive, but not in China. The Chinese are more anxious, just selling fast is not enough, the delivery must be very fast.

And this is just like the emergence of many bad reviews on Taobao.

In the battle of China's e-commerce platform, the relative optimism of Jingdong is also due to its good shopping experience and faster logistics.

Logistics operation can be said to be the key node of China's e-commerce competition. The perfect logistics system has become one of the core competitiveness. Vip.com has not adopted the mode of direct shipment by manufacturers. Instead, it has chosen its own warehousing mode, effectively strengthened the control of logistics links, and greatly improved the efficiency of delivery.

If we rely on the direct delivery of manufacturers, vip.com will not be able to effectively control the logistics links. Slow delivery of vendors, poor service of express companies and so on are not likely to affect vip.com's image because of their own reasons, while self management delivery effectively reduces this risk.

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< p > another big problem that many consumers worry about online shopping is the issue of return, especially the purchase decisions made in such a short time. The problems such as dislikes and inappropriate sizes make consumers feel entangled.

Vip.com provides a relatively perfect return system for customers. In addition to close products, almost all products can be returned unconditionally for 7 days. Even when the relevant requirements are met, even the freight generated by the returned goods does not need to be paid by consumers. The return process is very simple and can be completed quickly on the network.

In addition, vip.com has integrated into the SNS mode to provide members with rich functions including brand subscription, shopping sharing, inviting friends, exchanging points and other courtesy functions, making it a new shopping website with shopping and making friends, providing customers with a comfortable shopping environment.

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< p > precisely because vip.com has provided a perfect supporting service for consumers, creating a network shopping environment without worries, making consumers willing to spend again in vip.com after having a shopping experience, gradually forming customer stickiness.

With a large number of highly sticky users, oral and oral communication between these users and friends has become the most efficient and free advertising. The SNS platform has improved the speed and scope of this word of mouth marketing, and has quickly won more new customers for vip.com.

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< p > above all, miss Jack believes that vip.com's "counterattack" is not luck or chance.

At first, the accurate market positioning laid the road of vip.com's rapid development from the direction, so that hunger marketing was carried out in the relatively rare flash buying mode in China, so that consumers kept a high degree of freshness and excitement in vip.com's discount products for a long time. The consummate after-sale service system relieved consumers from their worries and boldly into the panic buying activities, and recommended them to their friends.

Although the business model and profitability of young vip.com need to be further observed, it will take time to test the defense capability of large business platform to enter the corresponding market. However, every step of vip.com's marketing is closely focused on the needs and psychology of consumers, and firmly holds consumers in their hands. Its marketing ideas are worth learning and learning from a large number of e-commerce enterprises still in the stage of profitable exploration. < /p >