Marketing Research- From the PPG lightning success of new applications to see long-tail marketing.doc

 PAGE \* MERGEFORMAT 8 Marketing Research: From the PPG lightning success of new applications to see long-tail marketing   Preamble: More recently, in a number of business school classrooms (including the Yangtze River, Central Europe, Tsinghua University, etc.), there is a new case materials, it is PPG. PPG less than two years of the lightning success of the marketing concept on the seemingly impossible become a reality, is worth studying. Especially for a position in the casual man shirt brands, in particular, attention should be analyzed. According to statistics, China’s first men lining brand YONGER, sold about 13,200 pieces per day, with the textile industry city 500 acres, textile investment in 10 billion, more than 1400 retail outlets. It is learned that, YONGER only channel in 2006 reached 035 million investment in one. People in various fields often are only knew one, I do not know the other; only know that the first who did not know who is second. Many people ask, male lining the field first, Youngor, then who is second? Some say seven wolves, some would say Firs, it was also said to be Bonwe, right? Is not right, second is the PPG. PPG, Chinese name translated into Pipi Kyrgyzstan, was founded less than two years, the company only did men and shirts. It is the price of shirts sold in the same general location and quality are better than other competing brands almost half the price an average of 150. Total number of employees less than 500 people, without their own factories and production lines, without their own shops and stores, and only three supply of raw materials used for temporary storage of a small warehouse, one of about 200-seat call center phone call center, such a scale, manufacturers in the garment industry, the 100% belongs to small companies. However, is such a small company, the new company PPG, is now selling 10,000 a day at the national men’s shirts, in 2007 the sales revenue is expected to reach 10 billion yuan, with refer