Why does the wind throw favors the light pattern The PPG men's clothing network direct sale attain

    PPG clothing Limited company chief operating officer Li Yongjing

    The traditional sale looks like a stature unwieldy person, the body wants to transfer a direction to be very difficult; But the network direct sale looks like a stature lithe girl, can attractive turning around. Shanghai PPG clothing Limited company chief marketing official Zhao Yisong talks about the network direct sale when the characteristic has used this kind of analogy. This family started doing business less than one year sales volume to grow 50 time of men's clothing profession rising star's rising, benefitted in is been called as the light company's network direct sale pattern.

    This kind of pattern has become venture capital favor the star case .2006 years, two big international venture capital company TDF, JAFCO Asia to the PPG investment, in April unites the world famous wind to throw KPCB jointly to carry on the second round to PPG the investment, two round capital total amount close 50,000,000 US dollars. This indicated the light pattern brings the enterprise grows fast, already obtained the approval in the investor mind. Has throws the good public figure to point out that PPG depends upon the light company pattern, may two years later realizes going on the market financing.

    Makes the men's clothing marketing with the Dell pattern

    The PPG clothing Limited company is founded in 2005, (Li bright) organizes by overseas repatriation public figure David Lee, the company name is from Perfect Product Group the meaning.

    Li bright once in American biggest mail direct sale enterprise work, repatriates when the undertaking has settled on the domestic men's clothing market blank, decided that manages a light company according to the Dell idea. The Dell idea is demands the design, the direct sale customer, omits the middle link, the PPG business model is similar with it: Grasps the brand by PPG the funds design, the production outsourcing, pastes the sign production by Zhejiang some Private enterprises, the company through the network direct sale, the telephone order and the product catalog mail way sale product, but omits the wholesale, the retail sales and so on certain traditional link, causes to hand over in the consumer hand's commodity price to be lower than the traditional way purchase the commodity.

    For light, PPG will produce, the physical distribution link outsourcing exits, only retains the design, the quality monitoring and the direct sale function, a company not gate shop in kind. According to the media reported that company's complete operation concentrates in the Shanghai suburb three small short buildings, the staff less than 500 people, also includes more than 200 call mat personnel.

    Except exits the upstream outsourcing, PPG also develops a set of enterprise information management system, the upstream purchase, the production and the downstream warehousing, the physical distribution, the transmission uses the IT system interconnection intercommunication, enables the information to past fast in this closed loop supply chain.

    Because has had these information, we can through the order form digit and the customer information understanding purchase shirt customer's demand, and consider the area, factors and so on season, prompt adjustment consignment quantity and direction, even may adjust the production and the design promptly. Zhao Yisong said.

    In the market marketing theory, this kind is called as take the market marketing as the core prompt adjustment production's idea `just in the time'(immediate production). This way causes PPG the production cycle to save from tradition Manufacturing firm's 90 days to 7-10 days, saves the big pen stock fund and the circulation fund, the product cost reduces along with it.

    The tradition sales model through opens the door the shop to promote the sale broadly, like elegant Ge the exclusive agency which opens in the land, the counter, the alliance shop and so on is countless, but these shops must maintain the management, takes 3 month-long at least the goods in stock quantities. But the network direct sale, is the consumer orders the product directly through the network and the telephone to the enterprise, the stock has about 10 days, very easy to adjust the strategy promptly.

    Zhao Yisong said that because the network direct sale enterprise does not open the traditional gate shop, may get down this cost saving uses in expanding the advertisements propaganda dynamics. The advertizing cost occupies the overall cost above 10%.