从PPG到VANCL网络服装销售的商业模式演进  

From PPG to VANCL:Business Model Evolution of Online Clothing Retailing

作　　者：吴晓波[1] 白旭波[1] 

机构地区：[1]浙江大学管理学院,杭州310058

出　　处：《管理案例研究与评论》2010年第5期403-410,共8页Journal of Management Case Studies

摘　　要：作为国内网络服装销售行业的先行者,PPG凭借快速反应的供应链、更轻的渠道、重金打造的品牌,开创了一种与传统服装销售大不相同的新商业模式。但在取得巨大成功的同时,这种新模式中供应链的质量管理、缺失的客户体验,巨资投入的品牌推广,都为后来的失败埋下了隐患。作为一名跟随者,VANCL既借鉴了PPG的成功经验,又针对PPG的教训,通过供应商优选、自建物流、按销售付费的互联网推广等手段,对PPG的模式做出了改进,最终超越了先行者,成为了行业的新标杆。As the first mover of online clothing retailing in China,initiated with the positioning of middle-/low-end men＇s clothing,PPG built up a new business model which is far different with traditional clothing retailing model by means of its responsive supply chain,lighter distribution channel,and the brand established by costly advertising.Although the new model had brought PPG great success,it also had a lot of limitation such as the quality control in supply chain management,lack of customer＇s experience,too much expense on advertising,which induced PPG＇s failure afterwards.As the follower,VANCL learned from both PPG＇s success and failure,improved PPG＇s model by means of optimizing supplier selection,self-built logistics,and online advertising based on CPS（Cost Per Sale）,and finally surpassed the first mover to become the new leader of the industry.

关 键 词：网络服装销售 商业模式 

分 类 号：F270[经济管理—企业管理]