VANCL's intention to enter the line is still online

Sang Shih's point of view: VANCL enters the offline advertising to fight H&M and accelerate the establishment of the brand. However, if the guest does not want to go offline from the line, the online is still its home court. The huge offline advertising investment will inevitably drive up costs, and balancing the relationship between cost and quality is of utmost importance. After all, “the market is like water, and the goods are like sand. It's all about it.”

After May 1st, there was an outdoor advertisement for “Wanke Eslite” on the light box of Beijing Bus Shelter. As a clothing e-commerce direct sales company, starting offline advertising has made many people incomprehensible. However, in combination with VANCL, please Han Han and Wang Hao Dan endorsement men and women wear brand, and then to do offline store, which had to start thinking about a very real problem, clothing e-commerce from the line to the line has become a general trend.

Yesterday, a reporter from the media interviewed me and asked me how to look at the advertising of Vanke's light boxes in bus shelters. I would probably reply in the following directions:

First of all, every guest wants to face H&M. One of the most direct goals of this move was to fight H&M because H&M had done a similar lightbox advertisement in a bus shelter in Beijing as early as March. “Wanke” was chosen as the first brand of Chinese clothing direct selling to choose the same carrier for advertising. Mainly for H&M.

Second, where the brand of passengers. As an online direct selling apparel brand, the previous audience has always been white-collar workers. Traffic and sales are obtained through advertising on various websites, and then divided into advertising sites. However, at present, China's e-commerce still does not form a habit. Many people only choose to shop online or on the phone for cheap reasons.

But for discounts on branded apparel on e-commerce sites, netizens are very interested, and they will be eager to buy. This is the strength of the brand, where customers want to continue to expand sales, allowing users to first think of every customer when shopping online clothing, you must be like real companies do brand.

Please Han Han, Wang Haodan endorsements, bus shelters to put in advertising, plus the offline store that is about to be built, where passengers are expanding step by step from online to offline. The offline is the best way to shape the brand. Through the creation of offline brands, it can effectively increase online sales.

Again, the line is just for service online. Many companies are most worried about doing e-commerce. They worry that online sales have affected offline channels. For example, the price of mobile phones in Nokia's Taobao store is much more expensive than those in mobile phone chains such as Dixon, and the price of mobile phones in Nokia's official website is much more expensive than the price in the channel. This clearly shows that it does not want to sell mobile phones through the Internet, and the network is only used as a product display and function introduction.

When the customer is established, it is an online business. Therefore, there is no question of mutual hand-sharing. However, once it is necessary to develop offline stores, it will naturally involve the issue of whether the prices on the online and offline markets are unified. Personally, I personally think that all off-line stores under the customer's line are the same as the bus shelters' advertisements. They are all brand-building and will not be the main source of sales. Therefore, they may not be faced with offline stores affecting online business. Puzzles.

At the same time, where the guest website alliance advertising and offline advertising complement each other. Vanke's original website alliance advertising model, which is like television direct sales advertising, companies can not produce advertising fees, television direct sales companies to advertise with sales commission, but the website alliance advertising direct sales is more reliable than TV direct sales, will not be exaggerated , inducement and other ways to attract you to buy.

This model can well circumvent the cost of the passengers and help companies to obtain adequate cash flow. However, the disadvantages of this model also exist. It is difficult to establish a brand with appealing power through this type of advertisement. While offline advertising and celebrity endorsements require a large amount of capital investment, they can obtain a brand with appealing power to make the VANCL brand gain more people's awareness.

Therefore, the advertisements under the advertising line of the website and offline franchise stores are complementary to each other, which ultimately improves the brand and sales of Vanke. We saw that in the first light box advertisements put on, the price of clothes was low, 99 yuan polo shirts, 99 yuan dresses, 68 yuan denim skirts, such a low price can only reduce costs through huge sales, now where Visitors will spend 10 million yuan to advertise offline, which naturally raises the cost of clothing, so it is crucial to balance the quality of the clothing with the price. In this regard, I personally believe that at the expense of a part of the profits, do a good job of quality, in the long term will be of great help to the VANCL brand, after all, "the market is like water, the goods are like sand. It is to leave it all depends on it."