Fan Ke Cheng Pin "PPG" Customer Service Mode

Last week, Chen invested another $50 million to establish a new clothing e-commerce website V (vjia.com), which sells well-known clothing and apparel brands both at home and abroad.

Old story

Writing a book to consolate the dead grandmother

In 2005, after leaving the brilliant age, I founded "I have a network" and spent all of my business in the company to investors. In the past six months, the tears of every day forced to sort out their emotional world, and finally completed the autobiographical novel "go back".

The 41 year old was born in Wenxi, Shanxi. After 25 days of birth, her mother left home, and her father was not around. Grandma raised him. However, in a 2003 accident, the loving grandmother walked away.

"For a long time, I didn't have time to let my emotions out, until three years after grandma died," go back "was published. Chen said, "at that time, the outside world said that I did not write books because I had a net in my old age. In fact, only I know that people who are connected with you and love you unconditionally are gone. I want to give them a monument in my way, and I burned this book to my relatives in front of their grave.

Imitation PPG start

In 2000, Jinshan Lei Jun invited Chen to set up an excellent network. By 2004, the excellent network was purchased by Amazon for 75 million US dollars. The subconscious mind believed that he had won a successful year and was confident that he founded "I have a net" but failed. This experience has allowed the old age to prove himself again to the outside world.

The opportunity appeared on the day of 2007, and the website of PPG, endorsed by Daniel Wu, attracted the attention of the past. PPG has no stores and distributors to sell men's shirts at medium price through the Internet.

In October 2007, several old men who worked with the excellent network, founded millions of VANCL with millions of dollars, and sold men's shirts with similar styles to PPG on the Internet.

"VANCL" is the old lady who understands French. "VAN" is the meaning of pioneer. "C" and "L" represent Chen and Lei Jun respectively. But Chen narrowed his eyes and said jokingly, "I hate the name of" excellent network "that Lei Jun started at that time. He just said he was outstanding. And "customer service" means that "every customer will provide them with sincere products".

Excluding PPG customer service mode

However, very soon, PPG discovered the fatal weakness of the old age: first, when it was born, regardless of its strength, it used heavy gold to advertise in the central television station and print media, and sold through telephone. It was not really the Internet sales clothing enterprise; second, PPG's customer service policy was perfectly set up in the view of enterprise interests, such as the user returns label bad, it can not be retired. In the beginning of the year, the customer service mode of PPG was drastically eliminated.

Today, in the shopping of customers, customers have no reason to return the goods for 30 days. As long as they are not satisfied, VANCL will be returned immediately within 30 days. If they want to open the box and try them on, users will be able to open the fitting in person when they receive VANCL's clothes. Chen said: "everything can be imitated, only the brand can not. After squeezing out the cost of various links, we always insist on low price and high quality products.

This practice also resulted in the sale of the whole year to 600 million yuan in the first quarter of this year, but it is still losing money. "The loss figure should be more than 100 million yuan, but we have the money". Standing on the 10 floor office of the international center of the Third Ring Road, through the window, we directly overlook the series of light box advertisements that the customers first walked out and put on the outdoor. Chen said with great pride, "the four round of the customer financing is over US $100 million. Our large-scale outdoor promotion is not to raise the price of the products, but the purpose is to build the brand, and the funds are paid entirely by the customers. Next year, we expect to make profits. "

Forced to break a promise to make a woman's dress.

Beginning with the choice of men's clothing, the public has declared firmly everywhere: "every guest is determined not to dress up." Chen said with a smile, "shirts are easy to standardize, and men are those virtues. He buys clothes without trying, and even women buy underwear."

However, when he was mistaken, he found that most of the clients' advice was to buy clothes for their husbands and boyfriends. "Even some women sent me e-mail directly, suggesting that I should thin the men's POLO again, maybe it's a good dress."

Let the old age have to rethink the product positioning of everyone, and the rare snowstorm in early 2008. Everyone encountered the "high diving" of sales performance.

"Maybe customers should need more diversified product lines to meet customer needs." Now, the product line of men's clothing from men's clothing to women's wear, children's wear, shoes, accessories, household products and a series of products. Last week, the first investment of 50 million US dollars V was officially born.

"At the moment, I do not want to evaluate V more, let it go for a period of time, it should be replicated in all customer mode, V products will certainly be much lower than traditional channels." Chen said that the problem he pondered daily is how to make the customers free from stock. When it comes to the general concern, when it comes to the capital market, there is no time to think about it.