Investors Require Customers To Focus On Brand Strategy To Readjust.

In March this year, we quietly pushed forward the platform strategy and vip.com's special sale. Suddenly, in September, we returned to the brand line of "I am a customer". In a year's time, customers made strategic adjustments two times, and the key to return to the brand was the decision of investors, which also brought a series of shocks to customers, such as layoffs, such as arrears of suppliers.

　　 From brand to platform

" VANCL style "Popularity" has been two years ago, and experienced a brilliant brand of customers, the key word in recent two years is "reflection". Fan CEO Chen has also said that before the real customers are more "aggressive", has done a lot of inventory led to a serious backlog, so in the past year, the main task of all customers is clearance and adjustment.

Since the beginning of this year, the vancl.com platform, which originally operated its own brand, has introduced a large number of third party platform resources, and has opened up with V+. Sina Technology once inquired that under a certain category of the van guest platform, the goods from the third party can reach 70%.

This is a considerable strategic adjustment for all customers, and the business logic behind it is also very obvious. Because of clearing up inventory, customers are not as new as they used to be, and all customers used to be heavily endorsed by advertising, so that customers can have relatively good traffic. These flows can not be wasted.

Meanwhile, Vip.com The rapid development of Tmall has also made the electricity suppliers see that making the third party platform is easier to make money, and everyone is no exception. So in addition to the third party platform investment to introduce all customers, customers also launched a special sale like vip.com, and publicity to do "online BELLE".

This strategy has achieved good results in six months. Clothing brand Business to Sina Technology revealed that compared to the V+ platform, its products sell better on all customers. According to sina science and technology, the highest proportion of third party products on van guest platform has reached 50%, and Chen has revealed that it plans to make profits at the end of 2013, which is also regarded as the most rapid way.

　　 Center of gravity returns to brand

Although it has always been emphasized that customers want to walk on two legs through their own brand + third party platforms, the fact is that the third party platform will get back to the brilliant development of its customers when it has gained a short time.

According to Sina Technology, the decision to return to the brand is from investors. They believe that they invest in "Internet original brand customers" rather than "clothing platform customers." Especially at the present stage, the competition of the electronic business platform is very intense. Although all customers have the opportunity to do the third party, they seem to be "stereotypical" and the story space is far inferior to the brand.

There is no name of all customer investment direction sina science and technology, said that before all customers through large-scale marketing, has a good brand accumulation, in the limited customer funds, can only choose one of the most important direction to break through.

So in September of this year, "everything object" appeared in front of the public. Not only did the customers cooperate with the "good voice of China" to sign a contract, but also lay a lot of money for laying outdoor advertisements.

And on the customer page, the third party brands also began to slash their products, and still focus on promoting their own brand. According to sources, the third party brand goods need to spend advertising expenses if they want to enter the front page of everyone.

At the same time, the confusion of the third party brands, special sale goods and V+ products will be concluded in the past. According to the relevant customers, these third party resources will be unified to the V+ platform and pushed by V+.

However, the financial situation of all customers is not optimistic. After the news came out in August, customers are negotiating a new round of financing. The amount of financing is about $200 million, but there is no substantial progress in the financing.

Once again, the strategic adjustment will push everyone onto the cusp.

The throes of adjustment

Although the external visitors returned to the scene of brand marketing, but the interior once again welcomed the change, especially the need for a sharp contraction of the third party team: in September this year, vice president of VW and V+ mall President Cui Xiaoqi resigned, and some sources revealed that the size of the original V+ team of more than 200 people is now cut to only 50 people.

However, the official denial of this figure, the relevant personage said, everyone is on the V+, sale and joint venture three business department to adjust. "Originally these three business departments are separate investment promotion, there are many duplicates in the resources, now the fan will merge three business units into a business unit, so there will be personnel changes."

The above said that the new division still has a team size of more than 200 people.

It is precisely because of the internal third party team adjustment and personnel changes, resulting in the third party merchant's money can not be settled on time. Just yesterday, this contradiction broke out on micro-blog. There was a contract signed by the supplier, which was signed in May. The original agreement is a monthly account, but it still has arrears. It has failed to settle accounts with a number of suppliers.

Fan related people responded, because a series of internal adjustments affect the settlement of the loan. "At the end of the adjustment, the supplier's finance is being settled, and will soon be liquidated."

In fact, at the beginning of the year, when the customers decided to make the platform, they also adjusted the personnel structure, and in less than half a year, the adjustment of the structure was self-evident.

Analysts believe that although everyone has strengthened the brand direction, it has been a long way to go ahead and adjust continuously in recent years.