Direct marketing men's VANCL and MASAMASO marketing comparison

When it comes to online direct marketing apparel brands, users with online shopping habits should be able to name several names: PPG, VANCL, MASAMASO... If they are asked to further express their emotional impression on these brands, perhaps many people will have a more unified view. They are selling men's clothing. In addition, the general picture is vague.

The difference between the brands created through online channels and the brands created through traditional channels is that the traditional channels have specific tangible results for their products. They have a variety of marketing activities such as free experiences, discount promotions, and new listings. The feelings and understanding of the brand, the brand contact point is very much, the brand image is relatively clear in the minds of consumers. Before the online brand purchase, all knowledge of the product and brand was established through its website and advertisements. The electronic shopping of the online shop made it possible to complete shopping without even having to communicate with the customer service staff of the website. The limited number of brand contact points makes it more difficult for consumers to accept the brand.

The online apparel brand avoids the positive competition of traditional clothing brands in the marketing channel, and creates a blue ocean market. But is this enough? Online brands need to pay more attention to positioning.

What is VANCL's self-positioning? The clothing and home fashion accessories brand made by the internet. What is MASAMASO's self-positioning? Fashion professional men's clothing. It can be seen that VANCL's product line is longer than MASAMASO, covering men's wear, women's wear, and household life supplies. Its purpose seems to be to create a fashion product hypermarket that relies on the Internet to create channel brands. In contrast, MASAMASO seems to be more focused and is only ploughing in the fashion men's field. However, in the establishment and dissemination of the brand, it has not been done well.

MASAMASO is committed to creating a "men's online wardrobe", trying to impress the brand with the European designer's design style. The price is in the mid-to-high end, aiming at the male group closely related to the Internet in life. However, I have found that they have fallen into a misunderstanding in brand communication, that is, they completely communicate with consumers through very specific aspects such as product design, fabrics and production processes. There are many points of appeal, such as Egyptian long-staple cotton and Spanish designer. Affordable luxury... Yes, consumers may not doubt the quality and taste of MASAMASO, but why should I wear MASAMASO? Because the fabric is very good? Consumers cannot touch with their hands. Because of European design style? Many people like the Chinese style. Because they claim to be men's fashion professional? Any male clothing brand can put professionalism and fashion on its head.

Brands are actually symbols that represent a certain category. When consumers choose to purchase a product, they must choose the brand that he can represent in this category. For example, if you want to buy a Band-Aid, you think of Bondi. Want to drink herbal tea, will think of Wong Lo Kat. Want to buy liquid soap, occupy the minds of consumers is the Welsh and the blue moon ... ... So what does MASAMASO stand for?

In terms of brand positioning, MASAMASO has focused on men's clothing. To become a representative category of online fashion men's wear, the brand strategy is correct, but in terms of tactics, MASAMASO has experienced serious deviations. Because the core of all marketing activities should be to spread the brand positioning, occupy a vocabulary in the consumer brain. Just as Volvo occupies "safety" and BMW possesses "driving pleasure," MASAMASO should also have a vocabulary.

Another innate deficiency of Internet brands is the lack of emotional participation. For consumers, MASAMASO is just a bunch of English letters that have no feelings or even somehow. Therefore, MASAMASO needs to be more close to consumers and to please men in the workplace who use the Internet as a working and communication tool. What are the common features of this group? From the 80th to the 70th, it was a time of career, passion, a clear sense of purpose and a strong sense of responsibility. There are more social needs, a focus on quality of life and a sense of fashion. At the same time, they are all burdened with a lot of life and professional pressures... All of these, MASAMASO understands and is willing to share stress with them and share their achievements?

If you, MASAMASO can say aloud that we “understand men” and tell consumers that MASAMASO is prepared for those who are actively motivated to pursue passionate tastes, we can meet your different needs, and we can be proud of your honor. Can withstand the occasional fragility of your strong appearance. The main emotional card, a more humane and personalized marketing approach to communicate with target consumers, and to achieve a spiritual understanding, certainly more than to tirelessly promote their designs, fabrics and processes more persuasive and attractive. For an online direct selling brand, there are enough ways to interact with these male compatriots in the workplace (including, of course, the female compatriots who wish to “be better understand men”) and share the unique brand spirit of MASAMASO. Until one day when they clicked a mouse and wanted to buy one or two shirts or T-shirts on the Internet, their brains immediately jumped out of a men’s brand that “more men understand”. At that time, it meant that MASAMASO had completely occupied the term “more men” and became a real representative of online men's clothing.

The last thing to note is that “more understanding of men” is not what I proposed. Careful netizens who have been to MASAMASO shopping may find that “more understanding of men” is exactly the brand mission that they advertised in “About MASAMASO”, but they have never publicly advocated this idea. I suggest that MASAMASO immediately transform this mission into a brand slogan and brand spirit, and re-elaborate and establish its own brand communication strategy, and carry out large-scale marketing and public relations activities around “more understanding of men” (it is futile to rely solely on overwhelming advertisements). ). Only the “man who understands men” brand appeal is deeply rooted in the hearts of people, and MASAMASO can win this battle with consumers.