Yahoo China's former president joins the newspaper's hiring bird direct selling brand

The domestic clothing company, Announcement of Annunciation's direct sales brand, BONO, acknowledged for the first time yesterday that Tian Jian, the former president of Yahoo China, had joined and was directly responsible for the operation of the direct brand BONO as general manager of BONO. The apparel company BONO will launch a one-dollar promotion campaign under its direct brand BONO, which will kick off the traditional shirt-shearing low-end shirt direct sales market.

At present, the shirt direct selling market is full of experience prices of 68 yuan and 99 yuan. However, questions about the quality of direct-selling shirts and consumer complaints about quality have gradually increased. Although BONO’s action is only a corporate promotion, the purpose of the newspaper is not simple.

Industry analysts believe that BONO’s move is aimed at the current PPG, the current direct seller of shirts. "This means that traditional clothing companies fight back against direct sales of 'light companies'," senior clothing industry sources told reporters. "Light Company" is a company with no storefronts, no warehousing, and no factories. The addition of Tian Jian means that the gap between the traditional clothing enterprises and the “light companies” playing the Internet direct selling card is getting smaller and smaller in terms of personnel structure and business philosophy.

According to the calculation of BONO, even if the direct sales shirt outsources the design, production, and other aspects, it still needs to invest a lot of pre-promotion costs and later customer service costs. "After cost accounting, shirts priced at less than 169 yuan are difficult to guarantee quality. The user's desire for secondary consumption will be cut off in the hands of poor quality." BONO insiders told reporters.

Analysts believe that BONO's move allows consumers to experience the quality of men's clothing at a cost of nearly zero investment, thereby completely liquidating the low-end market. In fact BONO's predecessor, Shanghai Bao Bird Garment Co., Ltd. is China's largest provider of business wear. As traditional clothing enterprises have natural production capacity and quality control advantages, this ultra-low-cost policy is a severe challenge for the Internet sales model led by PPG.