PPG模仿者之鉴：学我者生类我者死

donghongying 发表于 2010-1-11 09:54:00

<SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">更多内容请浏览成都道勤管理顾问服务有限公司：WWW.ACMCHN.COM<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">近日，网络服装直销公司PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">因为拖欠债务登上了法院的查封名册，其银行存款已被冻结，公司剩余物资也被搬走。PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">上海总部早已经人去楼空，贴在墙上的法院执行裁定书则显示PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">已经关门大吉。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">这家追求轻资产、曾被誉为“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">服装业戴尔”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的电子商务企业，终究没有创造商业神话。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">在PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">折戟沉沙后，VANCL(<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">凡客诚品)<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">、麦网、玛萨玛索、衣服网等追随者们异军突起。追随者们一面小心翼翼地避开PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的雷区，一面在电子商务的战场上奋勇搏击。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">动机不纯的启蒙者<o:p></o:p>
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PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">累计从3<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">家知名VC<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">（风险投资）处获得了5000<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">万美元投资，彻底关门也意味着5000<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">万美元血本无归。但时至今日，PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">对于电子商务的启发意义远大于自身以及VC<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的成败。<o:p></o:p>
“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">从业者很感激PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">，理性的角度而言，它是启蒙者。是PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">让更多的人，相信电子商务，相信服装还可以这么做。没有PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">，就没有VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">。”B2C<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">行业资深人士、派代网总裁邢孔育如是说。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">谈到PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">，一个绕不开的人物就是李亮。缔造中国电子商务行业“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">神话”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的他，从2008<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">年年中起前往美国筹备美国公司开业事宜，之后一直未在国内现身。原分众CEO<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">谭智曾评价说，很早就认识李亮。他很聪明，又勤奋，执行力也够，但就是出发点不纯。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">这种浮躁的心态是中国创业者的共同问题，做企业想的是上市、圈钱，而非创造价值和对投资人、社会、员工负责。这也是业内对于PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">失败的共同认识：错的是人而非商业模式。尤其在VC<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">允许李亮撤出时，并没有合适的管理者接手。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">后来者小心翼翼的经营管理团队。如VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">创业团队来自原卓越网，有很强的电子商务管理经验积累和运营经验。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">对于自己不甚熟悉的服装领域，VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的总裁陈年的做法是吸引合适的人才加盟，而非像PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">一样在教训中成长。据一位前VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">工作人员透露，陈年曾经挖了一批PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的推广团队，这些团队深知PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">在广告上投放产出转化率低。陈年决定，只投效益高的广告，而将重点放于互联网广告上。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">哪种广告模式更有效<o:p></o:p>
PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的出现引领了全新的商业模式，掀起了B2C“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">轻公司”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">热潮。但如今先驱成了先烈，很大的原因归咎于“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">成也广告，败也广告”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">。“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">做广告要不活得更快，要不死得更快”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">，一语成谶。<o:p></o:p>
“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">市场前景的高估使大量的广告投入费用与产生的经济效益成反比；在投入大量的广告时必需先考虑自身的条件及市场发展策略。PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">以其特殊的商业模式，唯一的营销途径就是通过广告的不断轰炸来吸引消费者。不仅如此，对于广告投放过多的依靠费用高昂的平面媒体与传统媒体推广，没有一定的系统针对性、投放预测分析、市场反馈机制等策略，也是导致其投入与产出不成比例的原因。”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">中国电子商务研究中心分析师方盈芝如是说。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">当消费者面对无处不在的PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">广告时，虽然加深了对其的认知度，但对其的认可度却有减未增。衣服网CEO<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">廖斌表示，传统媒体和DM<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">杂志投放成本比较高，转化率很低。VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的货品结构与PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">一样，其聪明之处就在于将广告渠道重点放在了互联网上。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">而互联网广告方面，陈年的广告投放模式使得成本进一步降低。他放弃了直接投放广告的模式，选择效果更好、成本支出更低的广告分成模式——<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">即每通过网络广告达成一单，网站可以获得收入的一部分。<o:p></o:p>
“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">不光是网络，一部分比较弱势的平面媒体广告，VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">也都是这么做的。尽管有的媒体并非很强势，但是由于长尾很长，VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的广告还是让人感到铺天盖地、随处可见，但成本却比PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">低了很多。”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">上述原VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">员工如是说。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">目前，广告分成模式已经在电子商务企业中大行其道。如，麦网亿元广告投放，则是通过直接投放与广告分成等模式结合，以提高认知度。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">全都外包还剩什么<o:p></o:p>
<o:p> </o:p>
PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">追求的是“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">轻资产”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">概念，从生产、物流到客服，除了广告几乎全都外包了出去。这成为其失败的又一个主要原因。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">而PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">后来被口诛笔伐的一个重要方面就是衣服质量得不到保障。艾瑞观察员发现，PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的产品质检集中在成衣加工阶段，对采购面料的质量把控不严，最终造成产品质量缺陷。甚至有消费者反映，打电话投诉时，接线员说话还有口音，是在某偏远省份，这导致售后服务跟不上、反应速度过慢也就不足为奇了。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">廖斌表示，做外包并没有错，PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">却是监控上没有做好。对于供应商与代加工工厂选择、产品的质量标准、售后服务等问题PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">都没有很好的落地实施，就会成为发展的绊脚石。<o:p></o:p>
“<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">外包”<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">成了PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的硬伤，不断提升的产品质量投诉以及由于在前两年2<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">亿多元的疯狂广告投放，最终让PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">蚀空了自己的盈利空间，还欠了一屁股债。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">被称为PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的追随者的VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">、麦网、玛萨玛索、衣服网等都突破了先驱PPG<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">的商业模式。方盈芝指出，VANCL<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">自建物流以提升消费体验度；衣服网则利用 <SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">中国服装(<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">行情 <SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">股吧)<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">网这一平台与丰富资源优势，提高品牌入驻的强势度与产品质量的信用度等。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">与数码、家电等标准化产品不同的是，服装类产品更属于一种感性商品，是高毛利的产品，未来能够存在多赢的品牌。因此在邢孔育看来，这样的电子商务公司规模不需要很大，即使成本很低也可以卖高价。最终决定消费者是否买单的关键因素，还是质量和服务。<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">资料<o:p></o:p>
<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">艾瑞研究数据显示，2009<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">年中国服装网络购物市场交易规模达308.7<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">亿元，同比增长81.5%<SPAN style="LINE-HEIGHT: 150%; FONT-FAMILY: 宋体; FONT-SIZE: 12pt; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">。中国内地同时运行的服装网购企业当在千家之上。<o:p></o:p>
<SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 宋体; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin; mso-bidi-font-weight: bold">更多内容请浏览成都道勤管理顾问服务有限公司：WWW.ACMCHN.COM<o:p></o:p>

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PPG模仿者之鉴：学我者生 类我者死

PPG模仿者之鉴：学我者生类我者死