VANCL Chen: The Secret Of Success Is Replication.

In the field of clothing e-commerce in China,

For VANCL, someone will compare him to the PPG that never dies, and others will compare him with the all embracing Taobao.

However, VANCL is still unique, no matter it is vertical ratio or pverse ratio. It seems to be approaching success.

Although the final result has not yet been announced, at least for now, in the field of Chinese clothing e-commerce, the way of VANC is still anatomically significant.

To this end, this newspaper also hopes to deconstruct the rapidly rising business enterprise through dialogue with the old age.

Reporter: in the clothing e-commerce website, the PPG and today's customers are famous for advertising money.

It's also a lot of advertising.

Chen (hereinafter referred to as "Chen"): the purpose of advertising is to attract users to buy products or services, rather than to smash money. Compared with traditional brands, customers are still far away from advertising. We certainly have no investment from ADI Nike or even Lining.

The difference between fan and PPG in the team, we are very clear about the achievement of all passengers, is long-distance running, not sprint.

PPG is running long distance as a sprint.

Reporter: how much is the VANCL endorsement fee for Han Han and Wang Luodan? How to quantify input output?

Chen: we have no intention or pressure to assess the effect of endorsement, because we do not sell clothes by them.

But the effect is very good, beyond our imagination.

Reporter: in a random survey, many consumers do not know what the exact pronunciation of VANCL is. Do you plan to popularize the public's pronunciation of VANCL through advertisements and other channels? In addition, VANCL and von Kent pin, an English, a Chinese, the two do not have exact corresponding pronunciation. When the multimedia is reported, the two are also mixed.

Is there any future consideration in your brand identification?

Chen:

Reporter: now, there are about 30 yuan of clothes on everyone, and it is free express.

If consumers only buy one such dress, how much profit or loss do they have?

Chen: is that not very good? How much is the internal business of the company?

Reporter: as the saying goes, a penny is worth every cent.

Where is the customer's money so cheap?

Chen: we rely on the Internet, eliminating the cost of many traditional channels.

Reporter: can you generalize the business mode of a customer in a sentence? Do you have replicability? Compared to Internet companies such as online games, the proportion of "cement" of a customer is not very large. Will it be very tired?

Chen: Internet lifestyle brand.

Nothing in the world can't be duplicated.

Very heavy, but very enjoyable, because of the user's trust.

Reporter: where is the core competitiveness of everyone? If there is enough capital, can it be copied in full?

Chen: the reasons for the rapid rise of VIC are summarized as follows: 1, the leading technology is to integrate the advanced Chinese garment manufacturing industry with the Internet; 2, customer experience is the most important and cost-effective way; 3, brand culture is in line with the trend of Internet fashion consumption; 4, my team and I have many years of cooperation, tacit understanding, market sensitivity and outstanding execution.

Reporter: you have built a website V+ outside the van, does this mean that you want to use V+ to enhance the brand premium that VANCL lacks? One side is to make its own brand, the other is to be a distributor of other brands. Will these two roles produce "entanglement"? What is the relationship between the customer and V+ in capital?

Chen: starting V+ is more from market demand.

Van customer and V+ are two independent businesses that operate independently.

Reporter: what is the corporate culture of VANCL? When many enterprises become bigger and stronger, they will do some promotion of corporate culture, achievements and values, such as publishing books, such as Lenovo, Jinshan, Baidu and so on. Do customers consider this?

Chen: we rarely talk about corporate culture. We are talking more about user experience.

For me, it is ridiculous to generalize corporate culture.

Reporter: how many people are there in VANCL at present? Can anyone now be regarded as a "light" company?

Chen: there are more than 3000 people at present.

No guest has ever been lighter.

Reporter: what is the most proud thing about VANCL since its establishment? What is the most uncomfortable thing? What are the less satisfactory things about the current situation of the customers?

Chen: most of the best things haven't happened yet.

There are too many things that are not satisfied. The most dissatisfied thing is that they can't deliver goods in June 2008 and at the end of May 2010.

Reporter: how much is the average profit margin of all customers? Did you ever say that you want to open a physical store? Does this mean that the profit margin of the entity store is higher? What is the progress of the entity store?

Chen: VANCL is the brand that is rooted in the Internet. The Internet is our base camp. The Internet field has great potential. It will have a huge market scale and potential for development in the future. We will stick to the Internet channel.

As for the plan of the physical store, we carefully investigated and demonstrated a year ago. In the future, we will consider the future needs of brand building and online shopping experience, and set up brand experience stores in big cities, but there will not be large-scale sales entities.

Reporter: your friend and neighbor, CEO, Bi Sheng, from selling toys to selling shoes, what do you think of this matter? What advice have you made to him? In some ways, you have formed a certain competitive relationship. How do you view this matter? Is there any possibility for the two sides to further operate at the capital level with the enterprise invested by Tiger base gold? {page_break}

Chen: wish him success.

Reporter: from now on, how many profits / losses have been made in these years? What is the expected situation this year? When will the customers achieve profits? What is the listing plan? What is the proportion of the shares of the customers?

Chen: because there is no definite timetable for listing, it is not easy to answer these questions.