Fan Cheng Pin Is Reaping "Apology Door", Supply Chain Management Still Becomes Soft Rib.

In May 26th, our reporter learned from Vancl (Van customer service) that due to the delay in delivery of some user orders due to the relocation of warehouses, the company CEO apologized to consumers in an open letter, and at the same time launched an emergency remedy and compensation plan, which is estimated to be up to one million yuan. The "recognition of mistakes" took place at the beginning of Vancl's massive promotion and brand building. Experts say Vancl's operation has begun to return to the essence of the garment industry, but as a online shopping enterprise, its supply chain integration capability still needs to be maintained and strengthened, so as to ensure sufficient resources and energy to invest in brand building.

Supply chain expansion

This is the second public apology of CEO since the founding of Vancl. The first time was in March 19, 2008 and the two time was an accident caused by customer experience.

In his letter of apology, Chen said that in the past week, Vic had gone through warehousing and relocation in Guangzhou and Beijing, and the storage area increased from less than 20 thousand square meters to 100 thousand square meters. This resulted in the delayed delivery of tens of thousands of orders since May 19th.

Logistics service is the most vulnerable part of e-commerce enterprises. AMT consulting garment industry director Ge Xing said to the "China Times" that Vancl has developed rapidly in recent years, and its business volume is constantly increasing, especially in the ranks of "fast fashion". Its logistics capability is more important. It is reported that the average daily orders of Vancl are stable at 20 thousand or more, occupying 28.4% of the market share and sitting on the top of the B2C website.

In fact, for Vancl, logistics has always been a tough battle that never ended. It is reported that in less than six months after the establishment and capital turnover is still not smooth, Vancl decided to set up its own logistics. As a result, Vancl's operating cost has increased by 20%, but it has bought over two purchase rates of more than 50%, which is almost two times the average of e-commerce websites.

With the support of independent logistics, Vancl immediately produced "24 hours' delivery", "within 30 days of package postage free refund", "on-the-spot trial" and other services. Chen said that online shopping clothes can not be touched by customers, and logistics is a link between customers and customers.

"Logistics can reflect the integration of supply chain, and supply chain is very important for fast fashion enterprises." Ge Xing said.

But it is not easy to establish a complete and perfect supply chain.

Liu Qiangdong, founder of Jingdong mall, once said that the self operated e-commerce company should bear more than half of the whole supply chain, including design, research and development, raw material supply management, production, promotion, sale, payment and distribution, and finally reach the terminal consumers. Without 4 large logistics centers, it will be difficult to cover the entire market, and only 2 billion 400 million yuan will be needed for the storeroom. Counting all kinds of two storeroom and distribution station, there is no 3 billion yuan to build up the logistics system covering the whole country.

The Vancl that got three rounds of financing does not seem to be bad money.

Vancl responsible person to this newspaper, Tianjin, Taiyuan, Zhengzhou, Shijiazhuang, Suzhou, Hangzhou, Nanjing and other cities will soon be included in the Vancl "24 hours" delivery range. The company is considering launching an urgent business in other large and medium-sized cities throughout the country, placing orders on that day and delivering goods for second days. Even behind this open apology, Vancl can see more frequent actions in increasing logistics and warehousing layout.

In other parts of the supply chain, Vancl has begun to expand.

According to the person in charge of the Vancl product department, its product design has adopted a combination of its own designers and outsourcing studios. At present, it has reached long-term cooperation with the first-line clothing studios or famous designers in more than ten countries. This means that Vancl will design the layout in the global market in the future, so as to speed up its terminal sales response capability and move closer to the global "fast fashion" giants such as ZARA, H&M and GAP.

Denounce heavy gold as brand

"Vancl strengthens the foundation of the supply chain, so that we can have the time, energy and resources to make the brand." Ge Xing said that some of the recent initiatives of Vancl have shown that the e-commerce business has begun to return to the essence of the garment industry, which is quite different from the beginning.

Recently, Vancl has signed Wang Luodan and Han Han as brand spokesmen, and the signing spokesperson is the first time in the field of electronic commerce. Vancl outdoor advertising not only covers the eight districts of Beijing, but in late May, Wang Luodan's image advertisement was three times more powerful than before. In June, Vancl outdoor advertising will also expand to Shanghai, and its brand advertising will also appear on the subway and bus body.

It is reported that this year, Vancl is known as its brand year, and the promotion investment under this line is tens of millions of yuan. After that, Vancl may take the offensive to launch new business and open the line.

"It is inevitable for Vancl to turn to build brand, because the brand premium ability of clothing is very high, and it is a brand oriented industry." Ge Xing said that the first three stages of garment enterprises development are products, channels and supply chain. Vancl has passed smoothly, and then should go to the "brand" stage. "If consumers are aware of the fact that Vancl has always been in the" online clothing industry ", Vancl can only rely on the cost of the super scale route, which will have no future.

Ge Xing also told reporters that for clothing, the network is just a platform, not a core competitiveness. Especially when Vancl category is more and more, it is more urgent to find the core competitiveness of enterprises. It is understood that Vancl is no longer an online shop selling shirts only. Shirts currently account for less than 10% of its total sales. In the first quarter of this year, Vancl completed the task of more than half a year last year, and new products such as canvas shoes and T-shirts played a great role in improving performance.

In addition, the work of Vancl stores is being planned. In this regard, experts said that the operation cost and operation mode will be another challenge. Because the characteristics of online shopping and physical consumption are different, Vancl's research on consumer groups needs to be continued and deepened.