Women'S Clothing Brand OR Women'S Wear Group Buying Website To Achieve Low-Cost Promotion

CCTV 3.15 evening again Group buying network The station has been pushed to the cusp of the wind and waves. For a while, there has been a growing number of doubts about the group buying and selling websites. But it can not be denied that the group buying website can achieve such a remarkable performance in a short span of one year, and it must have its existence value.

The group buying website is undoubtedly the "Darling" of the major media in recent years. After CCTV exposing the "insider" of the so-called group buying website, newspapers and websites are competing to report. People are questioning the improper operation of group buying website, the discount of business service level, even the false propaganda, but many people seem to have neglected the value of group buying for brand promotion and the low cost characteristics of group buying promotion.

Recently, Taiwan's famous original women's wear. brand After careful investigation and calculation, OtterRepublic resolutely decided to give profits to the consumers, and chose to cooperate with the group buying website.

It is understood that OtterRepublic (also referred to as OR) is the famous original women's clothing brand of Taiwan, which was founded by Guan Xing group. After entering the mainland market at the end of 2010, it integrated the R & D power of Taipei and Shanghai, and designed and developed a series of spring and summer products for the mainland market. After a small range of promotion, it has made a very good response. Taobao's professional magazine Taobao world is a special report on the OR brand.

In addition to successfully entering the Taobao flagship store in Taobao mall, OR has also made full efforts to expand other network sales channels. It is reported that the professional B2C website has been settled in Jingdong mall, Dangdang, excellent network, outlets, etc. To this end, the OR brand has developed over $1 million. Propaganda To promote the cost plan, we will focus on promoting the 2011 spring summer FLYCOOL cool yarn products.

But after consulting the professionals and calculating, OR realized that cooperation with group buying websites might be a more effective way of promotion. According to Mr. Lin, director of OR marketing, the average conversion rate of B2C website is about 3 per thousand to 2% (Taobao will be slightly higher), and the cost of single visit has reached 0.8 to 1.2 yuan. Roughly estimated cost of a single order will exceed 100 yuan. Of course, this is just a measure, because no network media can guarantee the conversion rate of orders. But if we cooperate with the group buying website, we will give all the 100 yuan promotion budget to the consumers. The price of the products will be very competitive. What's more, the group buying website brings real orders and more than ten times the amount of attention.

So, OR decided to cooperate with the new summer short sleeved T-shirt and group buying website. According to the introduction, the short sleeved T-shirt is made of high-tech fiber FLYCOOOL, which has the characteristics of moisture absorption, sweat, dry, cool, light and so on. It will produce a cool feeling of 1~2 degrees at the touch of the skin. When exposed to too long sunlight, it will produce a cool temperature difference of 3~5 degrees. The function of the product will be permanent and meet the requirements of energy saving and emission reduction. 2011 OR's T-shirt retail price of 398 yuan, 199 yuan in the major online stores, and OR direct profit 100 yuan, through coupons deduction or direct discount way, the new product's actual price directly reduced to 99 yuan super low price.

"If you sell at this price, you will lose money in general, but considering that it will bring more than ten times of attention and the word-of-mouth of consumers, this loss is still worth it!" Mr. Lin seems to have confidence in his group buying plan.