新網絡營銷基礎與實踐

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            淘品牌韓都衣舍成功的故事

                  韓都衣舍憑借鮮明的特色定位,高速成長的軌跡清晰可見:2006年誕生,入住淘寶;2007年成為韓國代購第一品牌;2008年轉型自有品牌,確立“韓風快時尚”的品牌定位;2009年,韓國分公司正式運營;2010年,入選“淘品牌”,榮獲“十佳網貨品牌”、“最佳全球化實踐網商”;2011年入住京東、凡客誠品、當當、麥考林等各大電子商務平臺,確立了“互聯網韓風快時尚”第一品牌的行業地位,并獲得了國際知名風投IDG以及韓國KIP投資。

                  2011年“雙十一”期間瀏覽1660萬次;截至2011年12月12日,被500萬人選擇購買,被760萬人收藏;店鋪單日最高訪客230萬人,日均訪客人數40萬,人均瀏覽時間600秒;平均每天上新50余款;單日最高成交金額1500萬元,平均每小時售出1200件商品;每天為上萬名顧客發送3萬多件商品。這一系列的數字源自一個女裝淘品牌——韓都衣舍。

            品牌故事:高速成長

                  淘品牌是對依附于淘寶網發展起來的網絡原創品牌的稱呼。韓都衣舍作為典型的淘品牌,有鮮明的特色:定位于中國“互聯網韓風快時尚”,目標對象為18~35歲的都市時尚人群,擁有百余位專業選款師和設計師,在韓國擁有分公司,同800余家韓國時尚品牌有合作關系。

                  韓都衣舍憑借鮮明的特色定位,高速成長的軌跡清晰可見:2006年誕生,入住淘寶;2007年成為韓國代購第一品牌;2008年轉型自有品牌,確立“韓風快時尚”的品牌定位;2009年,韓國分公司正式運營;2010年,入選“淘品牌”,榮獲“十佳網貨品牌”、“最佳全球化實踐網商”;2011年入住京東、凡客誠品、當當、麥考林等各大電子商務平臺,確立了“互聯網韓風快時尚”第一品牌的行業地位,并獲得了國際知名風投IDG以及韓國KIP投資。

            成功的三大法寶

                  品牌定位的差異化優勢、海量款式的吸引力、高性價比的消費黏性。

            1、品牌定位的差異化優勢

                  韓都衣舍的品牌定位——互聯網韓風快時尚,以18~35歲的女性為目標消費者,主要經營韓國風格的女裝、女鞋、女包以及配飾,緊扣當下女裝市場脈搏,順應市場需求,也有效構筑起差異化競爭優勢,為其成為淘寶網服飾類綜合實力排名的領軍品牌奠定了堅實的基礎。

            2、海量款式的吸引力

                  韓都衣舍在上新方面做得非常好。全球排名第一服裝零售品牌的Zara每日上新量為40款,而韓都衣舍平均每天上新50余款,每個季度新款數量超過5000款。海量的款式、迅速的更新,為消費者提供了充分的選擇,有效吸引了消費者的目光。

            3、高性價比的消費黏性

                  韓都衣舍的高性價比首先在于商品本身定價的實惠,同時,韓都衣舍還用常規的折扣促銷提升重復消費的黏性,拓展用戶價值的廣度和深度。韓都衣舍目前的常規折扣主要以兩種方式進行:會員制度和舍友獨享優惠。

            (1)會員制度

                  韓都衣舍根據消費者在其店鋪的交易筆數和交易金額建立起四級會員制:普通會員、高級會員、VIP會員、至尊VIP會員,不同級別會員可以享受不同折扣特權,并且可以優先獲知店鋪動態。這在一定程度上提供了消費者重復消費的驅動力。

            (2)舍友獨享優惠

                  正是會員制度和舍友獨享優惠,尤其是后者造就了韓都衣舍的高性價比,套牢了顧客的心,在提高銷量的同時有效降低了營銷成本,為韓都衣舍帶來了重復消費的黏性。

            品牌競爭的軟肋

                  隨著中國電商環境的變化,隨著淘寶網平臺的競爭門檻越來越高,隨著越來越多的傳統線下強勢女裝品牌入住淘寶,韓都衣舍面臨著越來越嚴峻的競爭局面。目前來看,韓都衣舍的品牌競爭還存在軟肋,必須重視:一是網站只是產品的銷售,還不是品牌價值的輸出;二是只是商標的傳播,而不是品牌核心價值的溝通。

            商品的銷售與品牌價值的競爭

                  韓都衣舍的發展,在一定程度上是依靠款式和價格打出的市場,雖然有明確的品牌定位,但是并沒有提煉出品牌的基本價值,只是一個具體的品牌形象。“沒空去韓國?就來韓都衣舍!”這句口號更像是從商品出發、自我標榜的主張,并不是以消費者為導向,也沒有挖掘出品牌的DNA,缺乏攻克消費者心扉的源動力。

                  所以,韓都衣舍目前還是商品的銷售,或者說是以商品導向的競爭來標榜品牌,而不是真正的品牌價值帶動商品銷售的競爭。要在競爭中保持行業地位,找到品牌獨一無二的DNA很關鍵。只有DNA的輸出和認可才能使品牌定位在消費者心中落地生根。

            是商標的傳播,不是品牌核心價值的溝通

                  實際上,無論是線上還是線下,韓都衣舍做了很多營銷傳播。除了硬廣,還有越來越多的軟營銷和主題促銷活動。雖然也別具匠心,但基本上還是商標的傳播,而不是與消費者基于品牌核心價值的互動溝通。韓都衣舍每年把300多萬冊《HSTYLE 韓時尚》雜志隨著商品遞送到韓都衣舍的買家手中,在雜志中除了商品列表之外,還有大量的服飾知識的普及。從這一點上可以看到韓都衣舍努力打造韓國時尚專家品牌形象的良苦用心,但目前做得有點不倫不類、不軟不硬,乍一看是一本DM宣傳冊,仔細閱讀才有一點雜志的感覺,與真正的所謂韓國時尚信息雜志的差距還很大。或者說,有塑造韓國時尚專家的品牌形象意識,但行動上還沒有細致化。

             

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