Brand + discount + Network Outlets to create a new model for men's online shopping

Ordinary men's shirts, because of the appearance of PPG and Vancl, quickly became the focus of attention. Vancl took over the men's B2C banner after the PPG broke the debts and the dodge gate scandal. However, apart from being cleverer than the PPG in terms of advertising strategy (Vancl does not have the traditional media like PPG Instead of advertising, it focuses on online media.) Vancl does not seem to be alien to the model itself. Recently, Vancl moves frequently, first claimed service upgrades, the audience free shipping; followed immediately began to follow the traditional shopping malls, the introduction of "buy 200 get 200"; until recently introduced can try after payment, even after washing can still be returned Move. There is no doubt that the once-famed menswear B2C is experiencing growing up troubles, and the issue of deviating strategy and tactics has become increasingly prominent. Strategy is to create a brand, but the tactical implementation of low-cost, big price war. Direct online shirts, eliminating the need for intermediate channels, this model itself is no problem. So, what are the bottlenecks that plagued Vancl's development? Top brand. Men and women affect the purchase of apparel products, the sort of factors are very different, women pay more attention to style, color, version, etc., while men pay more attention to brand, quality and other factors. Therefore, men's brand loyalty will be far higher than the women's brand. Objectively speaking, Vancl, founded less than two years ago, is far from the "brand". The brand needs time to accumulate. The brand means quality, means taste, means confidence, and means high price. Since the Internet has entered the daily life of people, it has not yet become a well-known consumer brand on the Internet. It seems difficult to predict when this record will be broken. Second, quality. Men's pursuit of quality is no less than the pursuit of the brand. However, in the vicious competition of low price, these brands often can only control the cost by sacrificing quality. Random search on Google or Baidu for quality evaluation of these brands, overwhelming voices of complaint, do not deny that there are malicious attacks from competitors, but if the negative evaluation far more than the positive evaluation, it seems very much to illustrate Problem. Third, the number of styles. For Vancl as a representative of the single-brand B2C website, in fact, the equivalent of a men's brand to the sales network from the offline store moved to the network, the same post-production sales, the same will generate inventory. Therefore, in order to control the inventory risk, coupled with the supply chain system is not yet perfect, these brands often do not like the traditional off-line men's brand as a single quarter, launched hundreds of products. Vancl currently sells more than 200 apparel products on the web, which poses another serious problem - the high cost of outreach. Tens of millions of websites today have to be advertised in order to get the vast majority of consumers to find Vancl in the vast ocean of the web, but clearly over 200 products across the region can not meet the needs of all consumers, Seriously affect the turnover rate, which will also reduce the effectiveness of marketing. Fourth, the physical store. At present, these brands are original brands, and the sales network all concentrated on the Internet, but Chinese consumers traditional "seeing it" spending habits are deeply rooted, can not touch the shop feel offline, take a look at the color, try Version, but also to a large extent affect many consumers buying decisions. Coupled with the negative comments online, it may make it more difficult for consumers who can not figure out the truth to make a purchase decision. Fifth, product homogeneity. These brands do not have their own production base, there is not even a team of designers, almost all looking for some production capacity of the factory for OEM processing, which inevitably resulted in product homogeneity. In the case of product homogeneity and little difference in brand awareness, consumers can only be won through price competition. However, price wars often come at the expense of product quality. In the long run, the vicious cycle begins. However, on the other hand, almost all experts believe that there is an unlimited potential for e-commerce market in China. If the current proportion of online shopping in Korea is reached, there is still about 10 times more room for growth. So, how men and the network can be a perfect fusion of it? Recently, a company called Outlets365 Men's B2C website seems to find the answer. Outlet online founding team immersed the garment industry for many years, well versed in the operation of men's clothing, clothing brand in many years of operation, they learned that well-known men's brand each year because of broken color code and other reasons produce some inventory , In order to take into account the brand image, these brands tend to be less willing to direct discount in the retail terminal processing, but can only rely on offline outlets or sporadic shopping centers will be concentrated to digest, the effect is not satisfactory; the other In the economic crisis, more and more consumers began to advocate rational consumption, more inclined to buy discounted goods, rather than the first purchase of a new stock to preemptively; more importantly, the men's style is far from popular Less than women, even last year's models, the same can be hot this year. Thus, the "brand + discount + network" men's online shopping new model also came into being. According to Outlets online person in charge of introduction, this new business model is expected to completely break the existing men's B2C bottleneck: the brand. Outlets online convergence is the domestic first-line men's brand, the history of these brands as many as ten years, ranging from five to six years, through years of operation, has accumulated a large number of loyal consumer groups, brand influence Far from the creation of a year or two of online shopping brands can be compared. quality. Outlets online sales of products are Ming buckle, 1 to 3 fold the price even lower than the actual cost price, manufacturers are willing to lower than the cost of sales, in large part to Return the funds to speed up the turnover, but also follow the law of operation of the garment industry. Hundreds of dollars cost price of the shirt and the cost of 30 yuan shirt quality, which one is better, it is very clear. This is also Outlets365 dare to promise if there is a quality problem to pay a lose one, rather than a simple return the main reason. Style number. Outlet online is a comprehensive high-end men's online shopping platform, on-line less than a month, has brought together a dozen brands, the total number of models has more than 300 models, the latter, as the brand continues to increase, the total number of styles Will continue to increase, to provide consumers with more choices. But also to some extent improve the efficiency of promotion, reduce the cost of a single order promotion. Physical store. Outlets Online has been placed in the brand has strict requirements, a quantitative indicator is that you must have in the country's medium-sized cities in high-end shopping malls with sales counters, any of these brands in the country have more than 100 basic Of the physical store, consumers do not worry, you can go to the physical store to experience the product quality. For brand manufacturers, Outlets online can help them actually digest inventory, speed up the flow of funds; For consumers, you can stay at home, buy affordable, quality guaranteed brand men's products; for the Ott Rice online itself, but also can be divided into sales make a profit. This is indeed a win-win result! Outlets online out of the siege, creating a men's B2C Blue Ocean, let's wait and see!