Marketing Strategy of VANCL凡客诚品的营销战略

MarketingStrategyofVANCLAbstractThisreportaimstomakeanoverallanalysisoftheexistingdevelopmentsituationofVanclandclothinge-commercemarketingconditionsanddevelopasuitablewayforVanclwhichisdifferentfromothersimilarclothingenterprise.WeuseBCGandSWOTmodelstoanalyzeVancl’scurrentdevelopmentsituationandwealsoanalyzetheclothinge-commercemarketingconditionsthroughamarketsurvey.Amarketsegmentationisprovidedaccordingtocustomer’sneedsincludingservice,priceandpersuitofindividuality.Thetargetmarketandmarketpositioningareworkedoutaccordingtotheresultsofthesurvey.FinallywedrawaconclusionandmakesomesuggestionsforVancl.Ⅰ.Introduction..........................................................................................4Ⅱ.Missionstatementbymarket-orientation............................................4Ⅲ.BCGMatrix............................................................................................5Ⅳ.SWOT.....................................................................................................7Ⅴ.MarketsegmentationofVANCL..........................................................10Targetmarketing.......................................................................................11Individuality.........................................................................................11Quality.................................................................................................14Ⅵ.Marketpositioning..............................................................................15Competition........................................................................................15PPG................................................................................................15HM.................................................................................................16Brand...................................................................................................16Product................................................................................................17Ⅶ.Conclusion...........................................................................................18Ⅷ.Recommendations..............................................................................18Ⅸ.Reference............................................................................................19Ⅰ.IntroductionThearticleisdividedintothreeparts:ThefirstpartistheanalysisoftheexistingdevelopmentsituationofVancl,whichthroughtwoanalyzingtools:BCGandSWOT.Thesecondpartistheanalysisofclothinge-commercemarketingconditions.Throughthemarketsurvey,amarketsegmentationisprovidedaccordingtocustomer’sneeds.Andthen,themarkettargetandmarketpositioningareworkedoutaccordingtotheresultsofthesurvey.Thethirdpartistheconnectionofthefirstandsecondpart,whichprovidesaconclusionandadviceforVancl.Ⅱ.Missionstatementbymarket-orientationInordertoadaptacompanytotakeadvantageofopportunitiesintheconstantlychangingenvironment,thecompanyneedstodesignitsstrategicplanning.Definingthecompany’soverallpurposeandmissionisthefirststepofstrategicplanning,whichisvitallyimportantandwillbeturnedintodetailedsupportingobjectivesthatleadthewholecompany.VANCLwasfoundedbyChenNian,whoisalsooneofthefoundersofJOYO.Itisnotonlyane-commercecompany;itisalsoaclothingbrand.Atthebeginning,VANCLonlysellsshirtsformales.Aftermakinggreatsuccess,itsproductrangegraduallyexpandstoT-shirts,shoes,coatsandothermen’sclothes.In2009,theproductlaunchofwomen’sclothesandshoesstartedinJuneandAugustinsequence.Inthefirsthalfyearof2009,furnitureproductswereprovidedonline.(WangandLi,2010)[1]VANCL’scustomersarethosethatuseInternetmorethanwatchingtelevision.Itisnotamainstreamfashionbrandfocusedonlyonmiddleclass.ThegenerationthatgrowsupaccompaniedbythedevelopmentofInternet,docksthefastedwiththeinternationaltrend.However,mostofthemarestillatschoolorjuststepintosociety,whichmeanstheirpowerofconsumptionislimited.(Dang,2011)[2]Therefore,VANCl’smissionistohelppeopleleadanewhealthylifestyleandgiveordinaryfolkstheopportunitytopurchasehighqualityproductsasrichpeopleatalowerprice.Thespecificmissionhelpsthecompanytosetitsobjectivesanddevelopitsstrategiesincludingrapidproductionmechanism,intensiveadvertising,andlowerprice,virtualoperatingtocutcostsandsoon.(DangY.J.2011)[3]Ⅲ.BCGMatrixStarsMen’sclothingQuestionmarksChildren'sgarmentsCosmeticsCashCowsWomen’sdressshoesDogsHousewaresAccessoriesFigure1TherearesomanyproductsinVancl’scompany.Usingthenow-classicBostonConsultingGroup(BCG)approach,wecanclassifyallVancl’sSBUsaccordingtothegrowth-sharematrixasshowinFigure1.Twovariablesshouldbeconsidered.Thefirstoneismarketgrowthratewhichprovidesameasureofmarketattractiveness.Thesecondoneisrelativemarketsharewhichservesasameasureofcompanystrengthinthemarket.Therefore,thegrowth-sharematrixdefinesfourtypesofSBUs,includingstars,cashcows,questionmarks,dogs.Stars:Men’sclothing,especiallythePoloshirtandT-shirt,occupymuchmarketshare.Theyhaveexistedforalongtimeandknownbymostpeople.Ofcourse,theseproductsaregrowingrapidlyandareneededh