Vanke Eslite PK Uniqlo who is the fashion pioneer?

“In China, even Uniqlo, we cannot lose.” Where did the confidence of CEO Cheng Chen's CEO Chen Nian come from? First, let's take a look at the recent explosive growth of Vanke: In 2009 sales of 600 million yuan, sales in 2011 will hit 6 billion yuan, almost three times the 2010 sales, advertising will also be Reach 1 billion yuan. "Love the Internet, love freedom, love late, love the food in the evening, love racing, and love T-SHIRT of 29 blocks. I am not a flag bearer, not a person who speaks for me. I am Han Han. I only represent myself. Like you, I am a guest.” Advertisements from Han Han’s endorsement of Vancl are now flooded with billboards on subways or buses in Beijing. Another van advertisment ad matching it is Wang Haodan’s. While playing the role of celebrity, it pays attention to interpreting the meaning of the brand. Everyone has their own choices, but different people have the same choice, which leads to resonance!

Fast fashion brand on the web

The guest who was born in October 2007 did run fast enough. As a fast fashion brand on the Internet, Vanke provides cost-effective products at a reasonable price, and is committed to providing high quality exquisite life for the emerging groups of the Internet. Through celebrity endorsements and viral marketing, Vanke has continued to expand its brand awareness and its sales have been on the rise. According to a survey conducted by Huarui.com, the advertising cost of VANCL's investment in the network was only 5.2 billion yuan in 2009, ranking second in China, exceeding Nike (NKE, 78.67, +0.95%), Lenovo Group and large-scale automobile manufacturing. Business.

In June 2009, Vancl snagged the Uniqlo market of Uniqlo with Bra + T. The low price of RMB 39 made Uniqlo quite embarrassed and could not fight back. Industry insiders estimate that in the near future, there will be more and more confrontations between Vancl and Uniqlo.

In March 2010, H&M, a fast-fashion brand, launched a large-scale promotion in a bus shelter in Beijing to open up its new store. On May 4th, Vancl's offline bus shelters confessed that Beijing’s streets are still full of enthusiasm. They are quite similar to H&M, but the price of the recommended products is below 99 yuan, which is more than the price of H&M. Gravity is very easy to attract the attention of consumers. This step-by-step promotion strategy confesses that Vancl is forming a frontal confrontation with H&M. The old age even made a statement inside Vancl: H&M is not our opponent in China. How they put us all can achieve the same influence.

In May 2010, the customer's Eslite T-shirt products were cut in price by half from 59 yuan to 29 yuan. Vancl named the printed T-shirt product line as T, intended to be a frontal confrontation with UT. UT is the most important product line of Uniqlo. I. Uniqlo’s flagship store in Shanghai opened in mid-May 2010. Its main product is UT (Uniqlo-T-shirt) with prices ranging from RMB 59 to RMB 99. In order to attack UNIQLO in advance, Vancl launched the 29-yuan T-shirt 10 days in advance. Its quality and preset are comparable to UNIQLO, but the price is very competitive. Vancl's positive move with UNIQLO to open a "T-shirt war", making UNIQLO helpless, there is no way to quickly follow up.

Vanke Eslite and UNIQLO brand battle

After New York, London and Paris, Uniqlo’s fourth Ryukyu flagship store, which is also Asia’s first flagship store in the world, Shanghai Nanjing West Road will open on May 15th. The approximately 3,300 square meters of space that is considered proud is the largest Uniqlo UNIQLO store to date. After assembling UNIQLO's UNIQLO Store with the highest level of quality, VMD, store management, and creative level, the newest and most popular UNIQLO UNIQLO store will shine away.

UNIQLO opened its flagship store in Taobao Mall. With an amazing daily turnover of RMB 550,000, it refreshed the sales record of 470,000 days that Jack Jones insisted. It once became the daily sales champion of Taobao and its monthly sales in October 2010. It is to break 10 million yuan to become the first Taobao Mall to enter the monthly sale of 10 million yuan clothing store. At present, the daily sales can basically reach 300,000 yuan, and when it is high, it can reach 500,000 yuan. Calculated by the lowest value, annual sales are already on the scale of 100 million yuan, and are still rising. Pan Yin, managing director of Uniqlo China, said that young people can easily try and accept new things. As the leader of the trend, Uniqlo proposed that young people should feel the charm of new products that are modern, simple, natural, high-quality, and easy to match. H & M, ZARA and other brands said that they will also open an online shop in China in the near future. This will set off a hot selling of online sales of fast fashion brands.

The original Vanke mainly attacked the field of online sales, and international fast fashion brands mainly concentrated on store sales. There was no direct conflict between each other, but now the online brand positioning for fast fashion is getting hotter and hotter. In mid-2010, every guest The company broke the news that it was planning to open a physical store.

At present, Vanke has set up a V+ website to provide sales platforms for some well-known clothing brands. Not only sells well-known brands of other manufacturers, but also has its own brand of cheap clothing. Where is the customer's brand positioning? Vancl and V+ appear to complement each other in business, but from the perspective of branding, the coexistence of Vancl and V+ has made the brand of Vanke more vague. How to coordinate the relationship between two brands?