轻公司为何不堪重负 局内人深度解析ppg商业迷局(三)（Why light company insiders overwhelmed depth analysis of PPG commercial puzzle (three)）.docVIP

轻公司为何不堪重负 局内人深度解析ppg商业迷局(三)（Why light company insiders overwhelmed depth analysis of PPG commercial puzzle (three)） The credulity of light company - PPG put all eggs in the ad basket According to legend, Li Liang Shi Yuzhu will have to seek, presumably the history of Uncle naobaijin marketing From EMKT. Com. Cn Juexue, unremittingly investment advertising, around a point of interest repeatedly selling, formed media monopoly. The problem is not the shirt of health care products, gift giving strategy of melatonin, with Chinese reciprocity in traditional habits, however, we could not have holidays, holding a shirt to contact the feelings, relationships, even though there is not a normal, PPG gift card strategy although clever play gift card, play Maiduhaizhu role, but the main purpose is to expand consumer groups, to pick the data. Another key point is that melatonin is sitting on a vast expanse of the second tier market, while PPGs shirt is based on line developed city, the market capacity cannot be mention in the same breath, you can not suddenly let hundreds of millions of migrant workers brothers started every day shirts, about American leisure culture. The two objective based on the fact that PPG has not only adopted a prudent attitude in advertising, but their bets in the advertisement, mans life and family possessions, the risk is self-evident. First, the huge amount of advertising expenditure, the sales performance of severe challenges Although Zhao Yisong claimed that the shirt is violent products, but PPG is taking the materials independent procurement, production and processing outsourcing line, the cost is certainly higher than the YOUNGOR PPG integration mode, each shirt cost should be around 25 yuan, the price of 100 yuan, fixed rate only about 4 times, even the light pattern to maintain hundreds of millions of advertising spending is not easy, in addition, PPG has been the secret of high return rate always cannot be effectively solved (the main force is