BONO: The upstart of the online direct market has a "root" under the net

Can BONO create a new situation for online direct marketing?

Entering the men's online direct marketing market just over a year ago, BONO has become famous for its product design advantages.

Although there may be differences in business philosophy, due to adopting almost the same online sales model, many people are willing to consider BONO, PPG, and VANCL together as the "troika" of the men's online market. But now, this upstart online marketer, who is a traditional clothing company, may be splitting up with the other two companies on the B2C road.

On October 23rd, BONO tailor, a shop owned by BOBIO Textile Technology Co., Ltd., which belongs to BONO, opened its SOHO office in Beijing office area. This is BONO's first physical store opened in Beijing. “The exclusive customization in close proximity is the biggest operating feature of the bono tailor.” said Gao Feng, BONO’s deputy general manager.

According to the peak introduction, the bono tailor is another characteristic business of the Annals Group after the launch of the direct sales network. Its target consumer group is mainly young white-collar workers, which solves the demand for personalized high-quality suits and shirts for white-collar men.

"Bono tailor wants to land the community and provide customized services to consumers in the community." Gao Feng said that in his view, the difference between bono tailor and other custom brands on the market is remarkable. "Special customization, popularity, and affinity Method, popular price," said Gao Feng.

Peak has always emphasized the "friendly approach", that is, "bonotelli landed in the community, serving the community, 'good neighbor' style of service is our distinctive sign. Consumers can use spare time to casually sit in the store, free reading The latest fashion magazines, clothing magazines, free coffee and tea products, when needed, can also go to the store to iron clothes, even in the urgent need to wear a formal dress, go to the store to borrow suits, and these are It is a bono tailor's free service," he said. "The current bono tailor is mainly open in the business district. In the future, it is possible to enter the living area."

For the "populist price," the reporter saw in the new shop of bono tailor, where the custom price of a suit is between 2000-3000 yuan. According to the company, consumers can “customize at the price of ready-to-wear clothes to make customization more enjoyable”.