Where the customer ad: 200 million yuan into 1.9 billion?

200 million yuan into 1.9 billion yuan? December 13, Analysys International released a survey report on the online apparel industry shows that online apparel direct marketing enterprises where Eslite 2009 advertising cases total price of 1.896 billion yuan. A "selling clothes online" emerging enterprises, even so generous, according to this data, where the customer's advertising even more than many people in the impression that you, such as the three major carriers. The evening of December 14, the reporter's questioning, where customer Eslite CEO revealed to reporters: "We have only this year's advertising investment more than 200 million." Behind two very different data, a new marketing model called CPS floating Out of the water. Where 200 million passengers and 1.9 billion, whether it is a veteran Weber, or just a novice network, it is almost impossible to find a completely unreached Vanke Eslite ads. An insider lamented: whether it is a large portals, or unknown vertical portals, niche sites, where the customer's website can be so pervasive? Everyone in the garment industry, we all know, where off the Internet advertising is not only large, and the advertising unit price is extremely low, but because the parties have been reluctant to disclose detailed data, the industry only intuitive understanding of this, but the lack of specific The basis. Analysys International recently disclosed the above research report, revealed the tip of the iceberg. Insiders told reporters that Analysys International 1.9 billion yuan and the aging mouth of the 200 million yuan gap between, in part, from the different statistical size. Where the customer provides Eslite is actually invested, and Analysys International's statistics are based on the case price calculation. Analysys International analyst Tang also told reporters that Analysys International's statistical method is to display the site where the average advertisers advertising time multiplied by the unit price of advertising. Of course, the gap may not be that big. An Yongsheng, chief marketing officer of Banner Group, told reporters that there is a 3 to 5% discount between the published price of an online advertisement and the actual price. That is to say, the published amount of 1.896 billion yuan is usually actually paid from 1 billion to 1.3 billion yuan. Even so, where the customer is equal to 200 million won more than 1 billion display advertising effect. The answer is that Vanke ads are not simple display ads, but in accordance with the CPS to settle. It is CPS where customers can use 200 million yuan in exchange for the equivalent of more than one billion yuan of display opportunities. CPS (Cost Per Sale, pay-per-sale) refers to the fact that advertisers do not pay for the time they appear on the ad. Instead, they are split between direct sales and websites based on the ads. Its advertising price is linked directly to each single sale, to the finest level of bacteria. Specific to Van off, only the user browsing the website with Fanke ads, have an interest in Fanke ads, click to enter the Fanke website, and the site has a purchase behavior, where customers will admit. Otherwise, if there is no record of sales, even if the site 365 days a year to show where the customer's ads, they will not be paid. Internet observers, five season consulting partner, Hong Bo told reporters that where the offensive Internet advertising strategy reminds him of another former network clothing direct sales giant PPG. Before 2008, PPG had a better market than Vanke, which put too much advertising costs on television and print media. However, due to the lack of an effective assessment method, PPG's sales conversion rate is actually very low, which is PPG One of the important reasons for getting into trouble. "Although the guest has invested a lot of money in advertising, but advertising can bring sales, so that it avoids the outcome of the PPG.At the same time, where the customer to do their own branded apparel business, gross margin than other sales only B2C enterprises To be much higher, it avoids the offline Gome, Suning, and online Dangdang, Jingdong dependence on large-scale cash flow. "Hongbo said. It is precisely because CPS low-cost, highly efficient online advertising mode, so that where the customer's online advertising unique arrival rate. This summer, at a press conference, Elderly said with satisfaction that Vanke's ads have occupied the most valuable web platform on the Internet and that there is no good platform to increase the advertising volume.