Where the customer Eslite also actively studying fashion at home and abroad outstanding experience in the field of promoting fashion idea in the mass propagation of its people.
just like the line said “ is not new, but scary. &Amp;rdquo; new outlets where the customer Eslite has experienced amazing growth in 3 years. Founder, Chairman and CEO old webmasters where the customer Eslite recently held Conference on revealed that where a customer's sales growth in 2009 than in 2008 150% 2010 than in 2009 has increased by 300%. Sales target for the 2011 growth rate, finally identified as 200%, that is, 2011 the target sales to reach $ 6 billion. Aging also make a determined effort: 2013 to reach 10 billion!
in fact, as early as 2009 apparel B2C online retail market, where the customer Eslite sales has been ranked first, than 31.28%.
founded in 2007, where the customer Eslite, began in which only more than 20 people, almost at the same time launching e-commerce head of Li Ning Lin Li told the correspondent that, at that time a lot of people don't even know where the customer Eslite. However just 3 years, VANCL benchmarking PPG and rains, large areas collapsed, VANCL own myth of the success of online retail.
&ldquo where the customer Eslite first is an Internet company, followed by a fashion brand companies. &Amp;rdquo where the customer Eslite responsible person on the correspondent identified where a customer's location.
there is no doubt that throughout history, where the Condition has become “ martyrs ” PPG, more genes with the Internet, this is the key to its success.
AI yori aoshi
2007 years, almost the entire garment industry was shocked by PPG. This does not have any stores, call centers and Internet sales alone B2C Web sites of the shirt, the highest one-day sales of 30,000 shirt miracle. PPG rapid g red provokes clothing big guy's nerves, but also to the many Internet entrepreneurs in a new direction.
in a few months, the market rose more than more than 40 shirt online retail sites, including traditional well-known clothing brands, for example, Saint Angelo Group on a high profile launch new B2C platform of BONO.
“ we just started is learn PPG. &Amp;rdquo; old on this point does not cover up. As in October 2007 where the customer prior to the creation, PPG has sat on the first top spot of brand apparel e-commerce in China, late financing total $ 50 million, momentum and popular.
prior to the creation of VANCL, Ermenegildo Zegna brand is the most loving old shirts, summer 2007, he is wearing Ermenegildo Zegna shirts visited many people familiar with PPG and capital, however, he founded is a popular men's brand —&mdash similar to PPG; for both young people and white-collar workers, the price is not high, but has a city. This, like PPG shirt, some relatively high degree of standardization. Journalists also learned in the interview, when most apparel B2C business to higher levels of personalized fashion apparel are afraid to do.
at that time, old and his team of 20 people crowded into a shabby office building of Beijing South third ring, it is hard. At that time where the head of the warehouse of the customer Eslite when looking for the Treasury, with property lease warehousing said, could you help us find a 600 square meter warehouse? Property manager said: really sorry, our side not so small, only a 900 square meters, you all right? Last bit teeth where the customer Eslite took down 900 square meter warehouse. At this point, even old certainly didn't expect VANCL so quickly become a strong black horse in the B2C market.
marketing innovation
although perform to SB. 's baton at the start with PPG, but slowly aging for PPG was red but have their own views, he believed that PPG after you spend a lot of advertising customers, should expand the SKU, rather than just sell shirts, men's single categories, although some of these categories high standardization.
Li Ning Lin Li, head of e-commerce to your correspondent, said everyone but at higher levels of personalized apparel also sold very well. Aging ability to forecast and predict evident.
in fact, VANCL has since embarked on the path of the expand category. However, VANCL established early aging more worried about is how to control the high advertising costs, enhance VANCL sales as soon as possible.
VANCL has just set up two or three months, old Brownian motion are more like doing, he tries to find the correct path in the high promotion costs, when he followed the PPGCorrosion of traditional media advertising for more than 200 million Yuan profit, this is where the customer Eslite is certainly a big warning.
turning point came in 2008, a chance to try, aging's team found ads more value for money on the Internet, you can pay for performance, but also able to monitor consumer behavior patterns, and traditional advertising is paid first, and then wait for the consumer to your door. Aging increases immediately put on the scale of the Internet, and PPG to PPG advertising one-tenth get a equal sales.
old disclosed in recent days, where the advertising 2011 amounting to 1 billion, is expected to sell 100 million pieces. This means that where client items advertising marketing fees up to $ 10, this pricing is only $ 29, $ 69, $ 99, where a single low price products, must say that is a “ luxury ” advertising costs. But industry spread where the advertising input-output ratio is 1:3, if true, means that will get a return on revenue of $ 3 billion.
&ldquo where the customer Eslite first is an Internet company, followed by a fashion brand companies. Therefore, network marketing, Word of mouth marketing is regarded as the most important methods of marketing. In addition, where the customer Eslite also actively studying fashion at home and abroad outstanding experience in the field of promoting fashion idea in the mass propagation of its people. &Amp;rdquo where the customer Eslite related official said.
