Founded in 2007, Vanke Eslite has achieved sales of nearly 4 billion yuan in the past four years, becoming a star enterprise of B2C e-commerce in China. Its "mundane" advertisement has evolved into a culture, which has been sought after by countless people. In addition to the consumer market, Vanke is also favored by the capital market, and has received six rounds of investment, totaling 422 million US dollars. Then let me take a look with the readers.

one

Viral marketing

From July 20 10, writer Han Han and actor Wang became the image spokespersons of Vanke Eslite * * * VANCL * *. Han Han's version of the advertisement wearing an ordinary T-shirt suddenly killed many fans: "I love the Internet, freedom, getting up late, food stalls at night, racing cars and T-shirts of 29. I am not a flag bearer, nor am I anyone's spokesman. I am Han Han, and I only represent myself. " Not many people know that in order for Han Han to truly "represent himself", Han Han in the advertisement is wearing his own clothes, not Ke Fan's clothes. Soon, various PS versions of "ordinary objects" began to appear, with many stars and online celebrities spoofing comments and making the network popular. The following version must be mentioned, because it is inextricably linked with another new topic of Vanke recently. In that secular frenzy, actor Huang Xiaoming became the spokesperson of a sweaty V-shirt with a price of 15 yuan. The netizen gave the picture a line like this: "Love English, love singing? I'm not a god. I dropped the key to my Mercedes. I'm Huang Xiaoming. It's too noisy. Huang Xiaoming's strange English pronunciation "Notatall" was laughed at by netizens. "

"Vanke Eslite has never actively spread' worldly things'." Wu Sheng, vice president of Vanke Eslite, revealed. However, Vanke's "unintentional" has set off a large-scale "virus marketing" on the Internet. Fan Xiaoqing, a teacher majoring in advertising at Minzu University of China, said, "The biggest feature of Vanke Eslite marketing is that it does not directly generate word-of-mouth for Vanke Eslite's own products, but only attracts attention and enhances popularity through spoofing." Traditional marketing is in the form of advertising, and customers passively accept product information. However, with the sharp increase in the number of advertisements, not only the marketing cost is high, but also the effect is worse. Contrary to traditional marketing methods, "viral marketing" mainly focuses on inducement, and at the same time provides consumers with entertainment activities they can participate in, which has been widely welcomed.

The marketing of "everyman" goes further on the basis of "virus marketing". Information dissemination is a "multi-virus" rather than a "single virus", and the group launched is not a single merchant, but a huge netizen. Different from the traditional "virus marketing" which mainly relies on manufacturers to launch their own "virus" information, the spread of "common objects" is not limited to the VANCL products themselves, but on the basis of collective efforts, various versions of "viruses" are widely spread with unprecedented momentum.

"in the beginning, people who are familiar with and concerned about VANCL spread this information and began to' learn' to make' ordinary objects'; Later, viral marketing extended and attracted other target audiences who were not familiar with Vanke Eslite. These audiences are precisely the important target consumer groups of' VANCL', office workers and school children who like new things on the Internet. " Fan Xiaoqing believes that "as long as this activity achieves a' hot' effect, the popularity of VANCL will increase."

two

Celebrity endorsement

Vanke invited Han Han and Wang to speak for the "ordinary object" and directly pushed the annual sales from 500 million yuan to 2 billion yuan. 20 1 1 10 In June, Chris Lee's endorsement advertisements were once sold out. In March of this year, the VT endorsed by Han Han sold more than 700,000 pieces in the first week, and now it maintains a daily sales volume of nearly 654.38+10,000 pieces. Behind this sales miracle again and again is the crazy sales of the corresponding main products.

In June 2009, it imitated UNIQLO's functional women's Bra-T, which made UNIQLO unable to fight back at an ultra-low price. In May of 20 10, Vanke dropped its T-shirt products from 59 yuan to 29 yuan, which once again caught Uniqlo off guard. In addition, 9 yuan, known as the "invisible killer" by the industry, sold 20,000 pairs of 59 yuan canvas shoes on the first day of its launch. How hot is Ke Fan's T-shirt? Wang Chunhuan, senior vice president of Vanke, recently said that in 20 1 1 year, Vanke Eslite * * * sold more than100000 pieces, accounting for 20% of the total domestic T-shirt market. On the basis of these data, it is more appropriate to describe Vanke with sales as king.

three

Internet marketing

In 2009 alone, VANCL spent as much as 520 million yuan on online advertising, ranking second in China, surpassing Nike, Lenovo Group and large automobile manufacturers. 20 1 1, which is said to have reached 1 100 million yuan. In March this year, "spring" in Ke Fan was more expensive. According to relevant sources, outdoor advertising budget is 80 million yuan, Baidu advertising framework is 75 million yuan, and Internet advertising plan is 500 million yuan. The total advertising volume exceeded 6,543.80 billion yuan.

This 65.438 billion yuan of funds is not affordable for every e-commerce. Of course, Internet companies nowadays generally raise money first.

First, profit is second. Therefore, burning money is not the first key to Vanke's sales, although it is just a trial and error for the elderly who just announced that they want to "prove the correct model through profit". What is the real efficiency of advertising marketing? After all, sensation is sensation, and conversion rate is the most direct evidence of advertising return. It is understood that the B2C shopping website 2011/kloc-0 * * analysis of the conversion rate from visit to order found that the conversion rate of Taobao * * including Taobao Mall * * * was *%, ranking first, while the order conversion rate of Vanke Eslite was only 2.5%. We found that the sensational effect of Vanke's large-scale advertising investment was only superficial.

four

Advertising marketing

Ke Fan, who has always played mainly with T-shirts and canvas shoes, released the authorized biography "The Biography of Jobs" with the whole world on June 24, last year/kloc-0. Relevant persons said that "a single business is a loss, and the price of T-shirts sent by Vanke is 29 yuan, but the price of books is the same as that of Dangdang", "the purpose is to further attract new users and buy Vanke's products in this season". This is a very successful sales case, which finally sells well. The media called it "testing the water", but this is a small test for Vanke, but it is a small test for the old line.

five

sport marketing

On the occasion of the hot start of the European Cup, e-commerce, video and group buying industries have launched special events for the European Cup, hoping to achieve double promotion of brand value and traffic through sports events. Among them, Vanke Eslite's clothing related to the European Cup reached 5,000 pieces per day. In this regard, industry insiders pointed out that sports events have become an important marketing resource for major Internet industries, and bosses hope to expand their brand awareness.

It is understood that in order to successfully achieve a breakthrough in sporting goods during the European Cup, Vanke Eslite was negotiating the authorization of the European Cup as early as last year. At present, as the first authorized e-commerce company in China to win the European Cup championship, Vanke Eslite launched the European Cup channel and launched more than 60 football sports and leisure products, including the European Cup LOGO, team LOGO, player's signature and player's head portrait. And the clothing styles are mainly short-sleeved T-shirts, Polo shirts and knitted shorts.

six

Portal marketing

Fanke is a necessity of low price and fashion, so the conversion rate will be good, estimated to reach 1%, and the gross profit rate will not be lower than 30%. * * * The gross profit rate of the clothing industry will be very different according to the sales volume, and the gross profit rate of 200 million and 6 billion will definitely be different. The following is the valuation based on Vanke's sales, which is for reference only. Coupled with Vanke's large number of advertising purchases, the cost per click is well controlled, so Vanke will feel that the investment in the portal is profitable. "Fankeda", a model that uses interests to incite interpersonal relationships to recommend sales, has more or less borrowed from pyramid schemes. But the reason why this model can continue to expand is not how much money Vanke has paid, but the trust assets owned by SNS relationship chain. Such assets can help e-commerce continue to promote social marketing.

In all these marketing methods, due to the success of celebrity endorsement, Vanke Eslite first achieved very good sales. However, the most important thing is viral marketing derived from celebrity endorsement. Although it is "unintentional", the effect is very good, which just meets some conditions of virus marketing. Facts have proved that people's creation and ridicule of "ordinary objects" are more from recognition and love, which is the key to the success of viral marketing.