Without giving thought to now \” concealed body \” American Li Liang how \” design \” of PPG appear the next time, PPG buys dress network this push already was to historical scenic brand in the eye shot of consumer go gradually gradually far. Left big market that is bought by the dress net of activation however.
Electronic business affairs: The pioneer that channel extends
2008, it is unboiled water of wind of electronic business affairs a year when rise. 2009, still will continue 2008 brilliant.
The person that regard dress business as the forerunner of innovation, the company of the small capital fund that is a delegate with PPG, VANCL, heavy channel the self-identity that gets customer very quickly in order to do the professional setting identity of dress; And the net that clean out treasure, take the consumptive group that takes the professional shopping website such as the net to already had stability, in dress channel extend on have advantaged advantage; Meanwhile, the traditional dress tycoon such as 7 bird of slave of red of Li Ning, assist, announce good news, wolves, beautiful Tesibangwei in succession in order to cooperate, the way that proposes network channel oneself enters retail market, net of the dress that help strength buys the abidance of the market to warm up.
According to taxing the sale of treasure net data shows, 2008, countrywide dress net buys clinch a deal dimensions predicts is 17.11 billion yuan, 6.3% what occupy countrywide retail gross. Besides, market fractionize trend and market enlarge add speed photograph companion to become open the keyword that dress net bought the market 2009.
PPG, VANCL represents men\’s clothing, fashionable uprise net represents female outfit, dream dew net represents underwear… what the shopping website majority of these fine become divided executes is \” much brand, short channel, acting sale \” politic, but the pronoun that successful sale strategy already made they make of all kinds clothing, gather together to buy one of the market powerful force into dress net.
Come from the data that Ai Rui seeks advice from to show, the net was bought 2008 trade the forehead is close to 130 billion yuan, relatively grew 130% 2007. The user attention of shopping website is spent with stickiness index 9~11 month continued 2008 raise, visit the stickiness index such as the frequency, page that browse to add especially fast accelerate apparently, this shows shopping website itself already formed certain brand effect in consumer heart.
Female net buys interest year after year to increase by degrees
The growth rate of female netizen exceeded the male first 2008. The data that occupies ComScore of company of statistic of American network discharge shows, face the website discharge of female group technically, grew 35% last year, prep above the website of any other categories, lag behind at politics only kind website. In addition, the visit quantity of the portion was as high as female website in July 2008 84 million person-time, than 2007 tower above of the corresponding period 27% . The flying growth of the advertisement forehead of female website and network discharge, drew the attention of media magnate and home of venture capital investment. Ai Rui seeks advice to also announce to establish the organization group of female website task this year.
After CNET China afterwards buys Onlylady, bought 55bbs again, CNET United States also bought the female website Glam of big heat, upsurge is bought in this in, dress is becoming main network to sell a product.
the consumptive manner that guards at male consumer relatively, the female treats the tolerant state of mind of the product to the perceptual knowledge of network brand and them, the abidance that made female website warms up.
Network dress earnestly requires brand model
On December 12, 2008, VANCL releases brand-new brand definition formally. Newest to its brand defines VANCL state for: \”VANCL is the dress household that accomplishs by Internet fashionable things brand. VANCL holds to character of international a gleam of, the middle class is reasonable price; Promote simple and decent life. \” the dress network agency with the most outstanding performance of times of the PPG after regarding as, this action makes clear is likewise \” small capital fund \” VANCL no longer the low cost that its run aggrandizement, try to begin to build the strong figure of VANCL network brand however.
From VANCL strategy transition lift rise abruptly what see PPG not hard to had allowed trade with fast fall from the sky quickly wife person realizes: The small capital fund of dress B2C manages train of thought to do not have a fault on the strategy, but because industry doorsill is low, price war avoids hard. Whether can let shaped of this kind of carry circulate into benign operation, core depends on this brand strong.
Really, the net buys the greatest temptation to depend on low price. The shopping dragnet that buys consumer behavior according to studying a net for a long time stands \” special offer king \” relevant data shows, because the net buys inn of door of risk prep above to buy, when the consumer fruit that the net buys buys deed now, the reputation that values a network to sell the home more is spent, the product quality that when be not door inn to buy, values and brand value.
It is with fashionable uprise website exemple, this advocate since the website that lays female outfit began operation 2006 oneself, the photograph that takes the lead in carrying out much angle of true person model to film on the net shows a picture, build effect of network T stage. Click every dress, consumer can be watched from 8 angle of the product through slide mode. In the meantime, fashionable uprise website is relied on powerful abroad purchase resource advantage to reach deliver goods quickly service, become brand website.
No matter be the strategic transition of VANCL, exert oneself of website of fashionable still uprise builds \” fashionable pioneer \” atmosphere makes clear, network dress earnestly requires brand model.