Vancl--to Be Different
| 2012 | | City University of Hong Kong
Diana. Li
ID:52830773 |
[VANCL---To Be different] | MKT5610 Marketing Strategy and Planning Case Study. |
Content
* Internet Market Background………………………………………………….2 * Introduction of VANCL………………………………………………..………2 * Background of Case Study………………………………………….……….....3 * Target Customers………………………………………………………..……...3 * VANCL T-shirt Segment…………………………………………………….….4 * Promotion………………………………………………………………..….…..5 1. Internet………………………………………………………………………5 1) Viral Marketing—The ”VANCL style” phenomenon………………..…5 2) Social Networking: Weibo (The Chinese Twitter)…………………...…6 * The company official account………………………………….…..7 * The CEO’s account………………………………………….……..7 * The VANCL Fans Club account………………………..……….….8 2. Co-operation with SOGOU………………………………………..……..….8 3. The Positive Force Event…………………………………….……….…..….9 * Results…………………………………………………………………...…...….9 * Challenges: Profit Loss…………………………………………………….….10 * Major Take-away……………………………………………………….……..11 * References……………………………………………………………………..11
* Internet Market Background
Every since Internet entered Chinese market, it has witnessed intensive growth through these years. Till the end of June, 2011, there are 485 billion Chinese netizens, compared to 2010, 27.7 billion more was added up. And Internet coverage rate had improved by 1.9%, ended up with 36.2% in 2011. E-commence trade scale was 766 billion in 2011, and B2B trade took up 23.5% of it with 180 billion. According to the report released by iReseach.com that B2C modal had been kept an average 5% growth every year since 2009, implied that the B2C modal would be the main trend ahead, and would require more of stock, logistics and customer service in the future on-line shopping experience. * Introduction of VANCL
VANCL was founded in Year 2007 by Nian Chen, who is also the founder of joyo.com (joyo.com was a B2C website and was later brought
Diana. Li
ID:52830773 |
[VANCL---To Be different] | MKT5610 Marketing Strategy and Planning Case Study. |
Content
* Internet Market Background………………………………………………….2 * Introduction of VANCL………………………………………………..………2 * Background of Case Study………………………………………….……….....3 * Target Customers………………………………………………………..……...3 * VANCL T-shirt Segment…………………………………………………….….4 * Promotion………………………………………………………………..….…..5 1. Internet………………………………………………………………………5 1) Viral Marketing—The ”VANCL style” phenomenon………………..…5 2) Social Networking: Weibo (The Chinese Twitter)…………………...…6 * The company official account………………………………….…..7 * The CEO’s account………………………………………….……..7 * The VANCL Fans Club account………………………..……….….8 2. Co-operation with SOGOU………………………………………..……..….8 3. The Positive Force Event…………………………………….……….…..….9 * Results…………………………………………………………………...…...….9 * Challenges: Profit Loss…………………………………………………….….10 * Major Take-away……………………………………………………….……..11 * References……………………………………………………………………..11
* Internet Market Background
Every since Internet entered Chinese market, it has witnessed intensive growth through these years. Till the end of June, 2011, there are 485 billion Chinese netizens, compared to 2010, 27.7 billion more was added up. And Internet coverage rate had improved by 1.9%, ended up with 36.2% in 2011. E-commence trade scale was 766 billion in 2011, and B2B trade took up 23.5% of it with 180 billion. According to the report released by iReseach.com that B2C modal had been kept an average 5% growth every year since 2009, implied that the B2C modal would be the main trend ahead, and would require more of stock, logistics and customer service in the future on-line shopping experience. * Introduction of VANCL
VANCL was founded in Year 2007 by Nian Chen, who is also the founder of joyo.com (joyo.com was a B2C website and was later brought