Everyone Will Repeat The Mistakes Of PPG.

There are signs that everyone is facing a crisis of chain breaking up at any time. In fact, at the moment when everyone moved away from the busy office and settled in the suburbs of the suburbs, the fact that the capital chain was tight had surfaced. Suppliers encircled all customers outside the office building to ask for payment, so that the pressure of everyone's financial pressure intensified again. In this regard, many investment circles agreed that if nobody answered the offer, everyone would repeat the mistakes of PPG.

As far as the status quo is concerned, the failure of customers is an indisputable fact. Many e-commerce bigwigs and people in the industry are also analyzing the reasons for the failure of customers. In my opinion, today's embarrassment is a brand name, but also a brand.

In the eyes of the founder, everyone is a brand. Over the past 6 years, the management strategy of all customers has been focused on how to shape "all customers" into China's largest Internet clothing brand. Unfortunately, the age of being well versed in business has not read the meaning of the brand, nor does it know how to create and run a brand.

Objectively speaking, Old There is nothing wrong with the location of everyone, and the position is Internet fast fashion brand. Under the market environment of the mainstream netizens in China, who are under 30 years of age, all customers lock in this mainstream consumer group and shout out the concept of fast fashion, which is enough to see the sharp vision of business in the past. This has become an important reason for the popularity of this brand.

With the popularity of Wang Ludan, the aura of celebrities, and the excellent advertising creativity, the popularity of objects has been deeply embedded in the minds of netizens. From the point of view of the index, the popularity of all customers is recognized by netizens. Since fan's brand can become popular, why did the customer go to the brink of collapse 6 years later?

Looking back on the development process of the customers, it is easy to see that the brand that successfully molded the customer is not yet running well, which is known as the Internet fast fashion brand. The ignorance and contempt of brand management put everyone in a dilemma.

In August 2012, Van guest Wang Chunhuan, senior vice president of Cheng pin, said in a technology interview that the cost of advertising investment in 2011 has reached 500 million yuan. As the founder of the van guest, the year is also revealed in various public occasions. In 2011, the advertising of all customers will reach 1 billion yuan.

Obviously, for shaping this brand, the old age can be regarded as costly. However, the old age ignores the fact that everyone becomes an influential person. Internet Brand After that, the quality of products will also affect the brand's influence. At the annual annual meeting, more than once, Chen stressed that customers are positioning the Internet for fast fashion, but the location of customers in product prices is ignored.

Although vertical customers such as customers can not get rid of low price labels, low prices do not mean low quality. From the feedback of consumers, the quality of customers is too poor, whether it is fabric or workmanship, or style, it is difficult to correspond to the fast fashion Internet brand. Fan's products are not even as good as the van's box, which is the mockery of the industry's most vivid image of the quality of the products.

From a marketing point of view, since all customers are located in the fast fashion brand of the Internet, the price and quality of products should echo with this brand. The synchronization of product and brand is the key to realize the premium of brand. In fact, in accordance with the idea of starting a business at the beginning of the year, we have made everyone a well-known Internet fast fashion brand and realized the premium of the brand. Now it seems that after another round of celebrity endorsement marketing, the influence of the brand has rapidly increased, and the quality of the products has been shrinking. The strong contrast has made the brand influence of customers disappear, and it is inevitable that users will abandon it.

As a matter of fact, it is no secret that the quality of all products is inferior. This is also the real root of the crisis. Admittedly, the swaying of customers' business strategy has a negative impact on customers. But the ignorance and contempt of brand management is the real reason for the failure of customers, and it is also the weakness of some domestic suppliers.