Where Eslite marketing pressure: success or failure in advertising?

Vancl, the founder of Vancl, Vancl, the founder of Vancl, revealed recently that where Vanke advertised $ 1 billion in advertising in 2011, it is expected to sell 100 million pieces. This means that where the customer each piece of advertising and marketing expenses as high as 10 yuan, which for the pricing of only 29 yuan, 69 yuan, 99 yuan and other low-priced Vanke single items, must not only be a " Luxury "advertising costs. However, the skyrocketing orders from luxury advertising companies have put fatal pressure on Vanke's operating system. The lessons of more than a hundred thousand backlogs of storage have plagued the rapidly growing company. How to step on the footsteps of advertising and marketing, or "Van Climbing" behind the cold thinking. "Love network, love freedom, love late, love night gear, love racing, love 29 T-SHIRT, I am not a standard bearer, who's endorsement, I Han Han, I only represent myself. Like you, I am a fan. "When Han Han's advertisement swept the country," where the object "became the national fashion, where CEO Eslite Eslite burst into the porcelain shop bulls like bullshit:" I do not understand Clothing, do not understand marketing, do not understand the Internet. "And" three do not understand "the opposite is" annual sales of 2 billion yuan "success. As a matter of fact, old age is so "understandable" that the development of Vanke goes beyond his imagination: "It's terrible and catastrophic." Wherever viral advertising is supporting its "annual growth rate of 300%", this " Terrible "speed is exactly where the most dangerous game of passengers: Once the customer increases the investment to shape the brand, followed by the growth of business is likely to cause fatal pressure on the operating system; if to reduce operational pressure to reduce advertising investment, painstakingly where The brand may follow Waterloo. Advertising may have become the sweetest yoke of any visitor. Viruses invade the mainstream portal, forums, subways, bus stops, and even when you use hotmail compose e-mail, where the customer's ads will always appear in front of your computer screen, or with the spokesman Han Han or Wang Luo Dan's "Van object" Greeted together. This invasion has been three years. In 2007, Chen was funded by Lei Jun, the chairman of UCWEB, and resigned to create Vanke. "Therefore, it is three years of Eslite." Thanksgiving with emotion, "We sold 15 shirts from the first day to men's, women's, shoes, children's wear and home furnishing Etc .. "15 to 200,000, within three years, where the customer's daily sales leap" Thousands and thousand times "behind the amazing leap, where off a guest's amazing advertising investment. Aged has revealed that in 2009, Where off the advertising amount of 200 million yuan in 2011 is expected to sell 100 million pieces of clothing, invested 1 billion in advertising costs. An online clothing sales company, its annual advertising even comparable to the three major carriers, the big amazing; and even more amazing is that "1 billion advertising, sales of 100 million pieces of clothing" means that where Each customer will pay 10 yuan per unit of huge advertising costs, for only 29 yuan for every customer T shirt and other items, where the customer's advertising investment must not be extravagant. Vanke an executive bluntly told the Die Zeit reporter, "Our advertising input-output ratio is definitely greater than 1." And the industry where the fan advertising input-output ratio of 1: 3, if this figure is true, Means that every customer into the 1 billion yuan of advertising, will receive 3 billion yuan in revenue. Three years, where guest Eslite firmly with advertising marketing to get on the top B2C apparel sales. "B2C market sales of apparel sales of e-commerce in China is about 3.9 billion yuan, of which Vanke Eslite in 2009 ranked first in sales size, sales reached 1.22 billion yuan, accounting for 31.28%." Times Weekly reporter from the Zero2IPO Group Obtained a "2010 China e-commerce B2C Market Research Report" shows that where off as B2C online retail market, the vertical market for apparel industry, has long been dismissed Martha Marceau, dream Bazaar and Mai network of these three rivals, the three 2009 The sum of annual sales only adds up to 530 million yuan, even less than 50% of the total revenue of all customers. Order and Complaint Qi Fei where the rapid development of passengers, so that the old and joy and fear, while overjoyed with the soaring orders, but struggling to cope with soaring orders brought pressure. May 2010, where the customer's advertising effect to the rapid development of Van off a severely disastrous: the same month, due to relocation of warehouses, where off more than tens of thousands of orders delayed delivery, user complaints doubled. Aged think that tens of thousands of orders can not be out of position is a "terrible" thing, he refused to take the "CEO" face, quickly on behalf of the company solemnly apologize to all customers, a letter of apology written in his home page Prominently located. "At that time every day out of stock, T-shirts almost every minute off, we have too late to buy; canvas shoes, jelly shoes ... ... put on the first big shoes, never enough." Orders are still soaring, the past is not exhaustive, follow-up one after another, old age bitter smile, "I am very disturbed inside, but also really feel that behind the criticism of the Fanke expectations." Open the web, Select items, click on the order, wait for delivery, consumers shopper in just a few minutes can be completed; however, where the passenger in the warehouse construction, logistics and distribution, recruitment and service improvement, whether the order can be synchronized , To maintain "300%" annual growth rate? Whether it can adapt from the "sales of 15" to "sales of 200,000" leap? Where the passenger and paid cities reached 862, how to effectively manage nearly 1,000 cities Quality of service? These are challenges for any eCommerce business, and are more difficult for such a giant. "It is the eruption in May, before we can better improve our operating system." Where a guest told the Times Weekly reporter, where the passenger may be the May crisis " ". "Wrong mistake in such a big move, planning in advance is not enough." Van off for the warehouse to pay a huge price, aging, therefore pay more attention to the construction of where the passenger operating system, and bluntly Fanke get the investment will be the first For warehousing, logistics and internal IT infrastructure construction, "In China, from tens of thousands of orders a day to hundreds of thousands of orders a day, growing rapidly, but the delivery and logistics are not built in a day." , Where the development of passenger speed has exceeded its imagination; where the customer's speed, has allowed some of his advertising riding a difficult situation. Increasing the advertising intensity is bound to stimulate performance, feedback to the company level may cause pressure on the operating system; if the control of advertising costs to reduce operating pressure, where the customer's brand awareness may decline. How much to put, how to put it, maybe it is the most troublesome issue for those who design advertisement delivery programs, because the feedback from electronic businesses is very sensitive to advertisements. "This year where passenger estimated sales of 60 billion yuan, with 1 billion yuan to shape the brand, is still reasonable." Domestic 4A advertising agency BBDO account manager Fei told reporters that where the customer's advertising investment, although "a lot of" , But it is targeted, "Where the target audience is the vast majority of users, so choose Han Han and Wang Luo Dan two real, freelance artists as spokespersons, which Vanke want to convey the 'civilian fashion' brand concept consistent with the same time, Wherever off rely on network marketing + flat three-dimensional way overwhelming advertising, double role in boosting the brand and performance where the customer. "In fact, when Van off with the first day of advertising and marketing, people are worried Vanke If PPG, a company that had been a hitherto unsuccessful company for launching huge commercials just a few years ago, would suddenly disappear like a meteor across the industry. "Every customer and PPG's revenue depends on the advertising support." Well-known Internet experts Yu Ming is not without worries, for example, the Times Weekly reporter said, "the advantage of Jingdong network is to get low-cost electronic goods; and the price of clothing materials Advantages, where the customer is difficult to reflect, and where the customer's strong replicability of such enterprises. "The face of reporters on the" where the customer can be copied, "the aforementioned Vanke executives ridiculed said:" You just said ' Where the customer and the PPG is very like ', in fact, has answered this question. "Former PPG, the existing Fanke, the future will also be numerous. PPG has become a model of "the most failed case" in the investment community. At this time, Vanke is becoming the research paradigm of "the most successful case" in the investment community. Perhaps the PPG's failure and its success at the moment are both "extreme cases" How to find a suitable customer rhythm of development, to see where customers how to break out of this sweet sweet advertising yoke.