PPG shirt with the “light company model” into the garment, B2C industry into a price war at one time, the error of advertising campaigns. Traditional garment Younger (600 177), good news bird (002 154) and other online direct sales stores in the launch of its own, not only to build, including call centers, catalog sales, network marketing, direct sales stores, including three-dimensional surface structure of integrated marketing and improve product quality and from the sale, sale and after-sales service to start, enhance user stickiness and across the industry turning point.

Make Up a Complete Industrial Chain of Industry Weakness

From PPG, domestic apparel direct marketing companies took most of the core R & D, design, manufacture all the outsourcing of “light company model”, the model mainly relies on a large scale as brand marketing, in a very short period of time to capture a large number of faithful users. But with online shopping scale, product quality problems have emerged, leading to the phenomenon of user returns.

Born out of the traditional dress in the clothing business online shop has a quality inherent advantages. Bird’s network of wholly owned stores with good news eBONO example, its design, brand, production, service has fully emerged from “the first men’s brand,” said the good news birds.

From August onwards, BONO Group started to suits and shirts tailored for the main features of the ground direct sales stores “BONO Tailor”, will be introduced in the core city of Beijing, Tianjin and Guangzhou, the first on-line, and gradually completed with eBONO direct docking platform. Online Shop features now bear “eBONO”, and take physical store operations “BONO Tailor” is BONO brand extension to the retail industry.

eBONO the official said, the introduction of one-store customization is to achieve localization of advanced apparel customization, on the other hand is to give online business experience provide an ideal place. This new pattern emerged, also eBONO and “Light Company” are officially parted ways, the development of a truly localized “Mouse + cement” in the B2C new paradigm.

PPG, 95% of sales from print ads, the main sales channel is the telephone call, although it also has its own site, but only a tiny proportion of network marketing; VANCL followed the PPG’s OEM model, but it is just a marketing focus and PPG In contrast, online advertising accounted for all of its more than 60% of ads, the most important sales channels is their website.

BONO Although PPG’s direct sales channels studied, but no grafting OEM mode, but the development of a set including call centers, catalog sales, network marketing, direct sales stores, including three-dimensional ground-retail model.

The industry believes that, as a latecomer, eBONO PPG and other experiences in quality, service and other bottlenecks, we began to grasp the industry’s weakness, with call centers, catalog sales, network marketing, direct sales stores, including three-dimensional surface structure of the development of integrated marketing a new direct sales model, step by step eroded market share.

After-sales Service to Enhance Competitiveness

OEM model started with the VANCL now beginning to focus on strategic cooperation with the traditional Brand Viagra garment up. “VANCL success or failure depends on the product quality improvement,” VANCL aged, CEO, said the network direct sales clothing company is now one of the important work of reducing the user return rates, improve customer satisfaction.

Reduce the user return rate is a problem, the phenomenon of the event returns, how to make the user a satisfactory resolution is another problem.

Returns the user side, eBONO the user only a phone call, there hand pick up, resulting in the return logistics costs will be borne entirely by eBONO. The PPG and VANCL do not provide these services, the user demands the return must be express or by mail to the manufacturer of goods, logistics costs generated by the user take care of themselves.

In addition, sales in the service stage, for the convenience of personal shopping, eBONO allows the user to select two when ordering merchandise goods, the parcel would come only to pick which one. The PPG and other traditional direct sales companies require users shirts either accept all or give orders.

“EBONO service model for brands such VANCL and PPG is unthinkable,” e-commerce experts have said that as the light companies were in the supply chain management, order management, do not have sufficient control, the service is very difficult to humanization and personalization, can not be realized from selling products to selling services, strategic upgrades.

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Category: Business Management
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