Since August 2008, I have frequently seen VANCL’s advertisements on Sina, Sohu, Xunlei and other major online media. It is estimated that I have invested no less than ten million. After the cultivation and building of the initial core team, VANCL has tried After water network marketing, it is now shifting its efforts from channels to the creation of clothing and home furnishing brands... In the clothing online shopping market, after the short-lived appearance of PPG, VANCL has become very hot again. Like a piece of iron, PPG has burned red at one end, and now VANCL has burned the other end. Sandwiched in the middle are the tepid clothing networks of Massa Maso, Mecoxlane, BONB, and Wangsheng. However, PPG has become a hot topic with the debt collection scandal. outbreak, and the company's top executives have left one after another, but its founder, Mr. Li Liang, has never given a positive explanation to our online shopping army, nor has he made a corresponding public relations response to the increasingly negative impact. He only replied via email: "Please bear with me first and wait for me." "Process it after returning to China", completely ignoring its loyal fans. It has become more and more unfamiliar in the eyes of users, and users have gradually forgotten this company that does not pay attention to users' words and deeds, and does not feel users' feelings. .
Let’s talk about VANCL. How did five English letters bring it nearly 500 million in sales within two New Year’s Eve dinners? Its sales were second only to Jack Ma’s Taobao brothers, and it became the leader in the clothing online shopping market. Sheep? While we are amazed by Chen Nian and Lei Jun's scheming, can we see how shrewd and steady VANCL is through the VANCL website itself? And from it, can we get a glimpse of Chen and Lei's good intentions for VANCL?
The first time I came into contact with VANCL advertising was when I watched the blockbuster "Kung Fu Panda" on Xunlei. I accidentally saw an animated advertisement selling clothes. Plus, I usually pay attention to how others advertise, so I clicked on it and the home page popped up. It is a big square picture, which gives people a different feeling. The homepage advertisements of most websites are rectangular. The webpage is also relatively fresh and clean. Compared with the colorfulness of other websites, VANCL's webpage makes me smell fresh in the air, just like a girl wearing a white dress suddenly appears in a bustling city with colorful flowers. The skin is very fair and attracts 80% of my attention. This completes the extremely important first step in sales or marketing, arousing the customer's interest or attention within 3 seconds. To put it more bluntly, it’s like a large shopping mall. Not far from the entrance, there is a big pile of goods. It is very decorated. As soon as you enter the door, you can see it at a glance: Silicon! It’s so beautiful. Isn’t there a lot of good stuff in the mall? !Go in and take a look before we talk...
Apart from this, the upper part has no other features, but its function has been achieved. While attracting my attention, I suddenly became curious: Which company sells clothes? The website is so refreshing and clean. It is different from the complexity of Taobao, JD.com, and Redbaby, and it is also different from the monotonous color of PPG. Let’s take a look. Bar. So I continued to read the next part of it, and when I saw it, I was dizzy! How did I get a popular review? This trick is called the herd mentality or user testimonials to attract customers. I felt a little disdainful. I actually asked a shill to write a review and deceived others. , but it cannot deceive my discerning eyes, and I am worried about fakeness (but upon closer inspection, I found that although this is artificial, it can be regarded as a real comment, but over time, users have also been affected). However, the carousel in the middle of the homepage The animated ads are still unique. The combination of dynamics and art also made me click a few more times.
When I was about to finish reading, I discovered that there was a small influence box at the lower left corner. My curiosity came again. What is a small website that sells clothes, what is the purpose of establishing an influence? Could it be that someone from its company has a big representative? Are you talking about comments? Or are you doing high-level training? After clicking on it, I realized that it was an advertising page dedicated to promoting the company. It can be said with certainty that the dedicated influence section is the first of its kind. I am also influenced by influence. As I learned more about Vancl, in my mind, it changed from an ordinary company that spent all its energy and money on spending, to a well-known company that has received tens of millions of venture capital and is run by an outstanding team. , at this moment, its integrity and reputation have skyrocketed in my mind...
Looking at the major B2B, B2C, and C2C websites in China, there are few that give me such a feeling. It can be seen that Chen Nian’s team pays great attention to details. The marketing talents among them understand the psychology of online shopping consumers very well and will influence consumers’ behavior. From the basic elements of psychology to every detail in the online shopping process, Fanke would not be able to do this if he had not experienced the test of the market and had not truly looked at himself from the user's perspective.
Looking at VANCL's online stores, in terms of product quality, online store integrity, company strength, services, etc., they have occupied the top position in users' psychology for the first time. Next, consumers must take action and make purchases. Already...
How does VANCL achieve sales of 500 million yuan a year, and what techniques and strategies are incorporated into it? The next article "How to get consumers to buy enthusiastically - Re-evaluation of VANCL's marketing magic" will unravel the layers of it. Veil, stay tuned!
Attachment: Because the VANCL website is so well done, my wisdom experience trading platform www.innainwe.com also imitates its style. I hope to continue to learn from Chen Nian...
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