Every Guest Demonstrates The Slimming And Self Saving Route

here World Clothing The small knitting of the shoe and hat net introduced to everyone that Fan Ke could help himself by slimming down and making the millet route for shirts to be verified.

It is understood that the cost price of 80 iron free shirts to be launched on September 9 is about 140 yuan. That is to say, every customer will lose 11 yuan for every shirt.

Beijing (Beijing store), No. 3, Kechuang 3rd Street, Jinghai 1st Road, Yizhuang Economic Development Zone, is the new address of Vancl Technologies Co., Ltd. (hereinafter referred to as "Vancl"). At 7:30 p.m. on September 3, Vanke CEO Chen Nian, wearing a white shirt, appeared in the meeting room at the staircase on the third floor of the office building and was interviewed by the reporter of Financial Weekly.

According to Chen Nian, he and his ordinary guests just moved here in September last year, which is only one year from now.

Entering the factory, in this six storey building running from east to west, Vanke did not decorate the new office in a fashionable way. On the contrary, everything should be simplified. The layout of the senior management office, including the senior management office, is also simple. The only special thing is that everyone's room is equipped with clothes hangers, and now ordinary people are more like a startup company.

Time has changed, and it is difficult to compare the current company with the "Vanke" company that was very popular across the country at that time. In 2007 at that time, with a shirt, Vanke was popular among consumers with brand marketing and cost-effective products, and once became a successful model of early rise e-commerce brand.

However, the good times are not long. Since 2012, Vanke's category expansion strategy has put it under huge pressure of product inventory.

"When the inventory reached its maximum in 2012, there was an inventory backlog of more than 10 billion yuan, which is also relatively high in the same industry." Chen Nian introduced to the reporter of Financial Weekly.

In fact, aging is not without reflection. "In fact, as early as August 2011, we had realized the problem of inventory. In 2012, it was a process of inventory digestion for ordinary customers, but in 2013, the whole company began to really re-examine the product itself."

It has been introduced for many years that since the second half of 2013, Vanke has found a new direction, that is, "millet", to achieve the ultimate single product.

So, can Xiaomi Route save ordinary people? More industry insiders believe that the re launched Vanke is facing many problems, such as unclear target customers, pre-sale model being criticized by the market, and so on.

Make the shirt perfect

Every guest fights in the Jianghu again and cries out for years: "If you don't make products well, you will be struck by lightning."

Indeed, in order to make a good product, it has been hidden for a year. On August 28, Chen Nian appeared in Beijing 798 Fashion Design Center and announced the adjustment of the company's strategy, cutting off other businesses of Vanke, making only single products, starting from the shirt of Vanke.

At the press conference of Vanke, Chen Nian started from Aksu Cotton, and the speech of one hour and ten minutes almost covered the whole birth process of a shirt. Chen Nian even gave the shirt of Vanke soul and life.

This shirt is 80 iron free shirts designed for many trips to Xinjiang, Vietnam, Japan and other places in the past year. "It took me a year to eat through a shirt.".

According to Chen Nian's own introduction, in the past year, he spent almost all his energy on how to make a shirt, such as where the cotton is the best, how to design the shirt lines smoothly, and how to process the no iron process.

Good quality is not easy, and the process is more painful.

Referring to the changes of the company in the past year, Chen Nian said that every customer should focus on making a shirt first. "In fact, when we first moved here in September 2013, the company had many employees and many products."

"Now after our goal is clear, we will cut down all other businesses of the company (all franchised stores), and the staff is also greatly reduced. At present, there are more than 300 employees in Fanke Company. What I need to do now is focus and simple, and I can neither manage nor care about other things." Chen Nian added.

Indeed, it is easy to see from a series of actions of Vanke that Chen Nian is going to be serious this time, and even a little paranoid in order to make a shirt better, which is significantly different from the line of "expansion and rapid growth" previously left to everyone.

This time, Chen Nian hopes to open a new model for ordinary people.

In his conversation with reporters, Chen Nian talked about Lei Jun's influence on ordinary people. "At present, the company has completed seven rounds of financing and has been established for more than seven years. Almost every round of financing and every major decision of the company are participated in and led by Lei Jun."

It is not difficult to understand that it is "true love" between Chen Nian and Lei Jun. Chen Nian hopes to fight a beautiful turnaround battle with "focusing on one shirt". Nowadays, ordinary customers should sell shirts like Lei Jun sells millet mobile phones.

According to the old understanding, the essence of Xiaomi is its reverence for products, users and partners. A good product is the essence, which is lacking in the whole industry.

"Seven years ago, Vanke started with shirts, but because we didn't know the industry at that time, we contributed to the rapid growth of Vanke through more styles, more colors, and more SKUs."

Chen Nian said that looking back, especially in the recent year, he found that the clothing industry has become worse and worse, so that everyone does not talk about quality.

"The top priority for ordinary customers is to make high-quality white shirts that are fresh, breathable, feel good, iron free, cross resistant, easy to take care of, and do not deform after 30 times of washing," Chen said.

This kind of extreme shirt only sells for 129 yuan, which happens to be beyond the reach of other businesses. "At present, this shirt is more than its price from design to processing, distribution to transportation to our warehouse."

It is understood that the cost price of 80 iron free shirts to be launched on September 9 is about 140 yuan. That is to say, every customer will lose 11 yuan for every shirt.

According to the old plan, what he needs to do now is to measure and build a reputation. Through word of mouth, we can increase the quantity. After we have market share, we may want to increase the price. "The decision is painful, but I believe this process will not be too long. I estimate that we will reverse this loss situation in about a quarter."

However, in the eyes of some insiders, it is not very optimistic. Even the most focused and extreme shirt is still a shirt, not a mobile phone.

According to e-commerce personage Lin Wenbing (not his real name), price has never been a problem in the clothing industry. The clothing industry has never had a product that can last forever. On the contrary, ever-changing is the primary goal pursued by consumers. Even though shirts are the most likely products to be millet shaped, don't ignore the current consumer fashion situation of the post-80s and post-90s generation.

　 Puzzlement of pre-sale mode

Today's ordinary customers have a heart of Xiaomi, and they hope to return to the past glory through the operation mode of low price and high configuration of Xiaomi and word of mouth marketing. Of course, the idea is good, but the reality is that the pre-sale business model outlined by it still needs to be tested by the market. After all, shirts are not mobile phones.

"Sold out at 2:08", "Sold out at 0:25", which is a classic hunger marketing case of Xiaomi machine and consumers. According to old estimates, the shirts pre-sale on September 9 will be sold out in less than an hour, just like the Xiaomi mobile phones.

However, some people once doubted that Xiaomi won consumers by hungry marketing. However, Liu Wei, the public relations officer of Xiaomi, once told the reporter of Financial Weekly that there was no hunger marketing in Xiaomi, but it was too focused on products, which led to the early production capacity failing to keep up with the supply.

This time, Chen Nian's answer is similar to what Xiaomi PR explained to reporters.

Chen Nian told reporters: "Hunger marketing or pre-sale mode is not intentional. In fact, just like Xiaomi's early production capacity, when you require your clothes with high standards of technology and details, there is also the problem of capacity climbing."

Although Chen Nian has repeatedly stressed that this is not an intentional act of ordinary guests. However, in the view of e-commerce personage Li Lijun (not his real name), the current marketing model of ordinary customers is "Xiaomi Second".

"The millet futures, rush buying and speculation model has been criticized, and entering the Taiwan market is even worse. Although this marketing model is in the mainland consumption The crowd has earned enough eyeballs, but it has also hurt the user's experience. "

In the eyes of more insiders, the crazy expansion of Xiaomi is now seizing the Chinese "shanzhai machine" market, but it is still difficult to pose a real threat in the short term to the internationally famous brands such as Apple, Samsung (Samsung stores), which have a history of decades or even nearly half a century.

Li Lijun, for example, said, "The concept of futures and panic buying is feasible for 3C digital, but it is not likely to be affordable in the clothing industry. Buying clothes is different from buying electronic products. The added value of shirts is limited, and the importance is not so strong. I don't wait half a month to buy them in Vanke. On the contrary, I can buy them in Youngor, but in Luomeng."

He explained that the people wearing white shirts are not the same kind of people as Xiaomi's consumers. The people who really wear white shirts must be successful business people, including civil servants and financial practitioners. Therefore, these people will not wait for ordinary shirts because they are tens of dollars higher, because these business people do not lack a shirt.

"The objective reason for Xiaomi's success is to catch up with the historical period. There are many brands in the clothing industry. It takes a long time from the establishment to the real recognition. The idea of every customer to learn Xiaomi's model is very good, and the key is how to really implement and achieve success." Hou Xiaotian, CEO and chief analyst of Tianhao Capital, once said.

Another problem that cannot be ignored is that when selling the products of the next season in the current season, there are also pre-sales. How many consumers will wait? In addition to famous brand discount clothing that may ignite users' rush buying enthusiasm, what is the added value of the brand of ordinary customers who have been weak for a long time?

It is still too early to say whether a shirt can save ordinary customers and whether ordinary customers can die by virtue of Xiaomi's marketing model. It still needs time to verify.

　 67% reduction in valuation

According to the information officially disclosed by Vanke, this round of financing is led by Lei Jun, chairman and CEO of Xiaomi Company, IDG、 Lianchuang Ceyuan, Saifu, Qiming, Temasek, CITIC, Hetong and other shareholders participated in this round of investment, with the financing scale exceeding 100 million dollars.

It is worth noting that Lei Jun was once an angel investor in the start-up period of Vanke and had a good relationship with Chen Nian, the founder of Vanke. Since the second half of 2013, Chen Nian has also admitted that Lei Jun took the lead in making a series of adjustments to Vanke.

In addition to Lei Jun, the remaining investors involved in this financing are mainly the old shareholders of previous Fanke financing.

Before that, Vanke had conducted six rounds of financing.

According to public data, the first round of VC financing for Vanke came from the US $2 million financing in October 2007, led by Lianchuang Ceyuan and IDG.

However, Lei Junhe and Chen Nian are also well aware of the rapid development of e-commerce industry,