Fan Ke Cheng Is The First Domestic Garment Company With Sales Scale Of More Than Ten Billion Yuan.

Founded only three years ago.

User experience is the key

After three years, the sales volume of fan Ke Cheng reached 2 billion yuan, while the traditional clothing enterprises such as Shanshan stock group,

Chen: three years ago, when we entered the clothing online shopping market, there were many objections around us. All of a sudden, we were stunned. We could only take the old Internet approach and put user experience first.

Over the past few years, we have launched a series of marketing strategies, such as reducing the amount of free shipping, and not satisfied with free replacement. This is based on user experience.

Fan's product ads can be seen in every corner of the Internet. How much does the marketing cost account for? In addition, where the profit comes from the 29 yuan T-shirt and 59 yuan canvas shoes,

Chen: as an Internet company, we will use all the marketing tools on the Internet to the extreme, and the current marketing cost will probably account for 30%.

Low price is not the same as cheap, you buy 29 yuan T-shirt, we are actually losing money, but you may also need to buy pants, shirts, sweaters, at this time we will be profitable.

This is the same reason as our free exchange policy. Although the cost of customer return is very high, when you see our deliveries sweating to pick up the clothes you want to return, many people will choose to buy them again, which is the marketing effect of user experience.

In addition, it is the scale advantage of the Internet.

Our 29 yuan T-shirt has sold 5 million pieces. Now we also join 3M company to invite Hollywood fashion designers to design winter clothes. This is unthinkable a year ago, but when we can sell 30 million clothes all year round, the scale advantage of the industrial chain is beginning to show.

Horse racing is more important.

The number of customers who have had several rounds of financing has exceeded 140 million US dollars. What is the current profit situation? Will this low price strategy be under the pressure of investors?

Old age: investors are more aware of our current market strategy, and now it is still the key to seize market share. It is not time to gain profits in financial terms.

The most difficult period for all customers was the fall of another clothing online shopping company PPG at the end of 2008, when we were under great pressure, but in 2009, with the rise of the domestic online shopping market, we soon got out of the predicament.

In recent years, domestic online shopping enterprises are advancing by leaps and bounds. What time do you think the industry's integration or shuffling will come?

Chen: Chinese e-commerce enterprises have entered the golden period of development since 2006. This is because they have already had sufficient market cultivation, and these companies have been doing nothing in recent years, and there are more than 100% growth every year.

Amazon is dominant in the US online shopping market, can it generate a single largest company in China? I think there will be a tough battle next year in China's online shopping market. Amazon is in urgent need of the Chinese market to grow to a scale of 1 billion dollars, which will compete fiercely with Jingdong mall.

But Internet companies in the US have rarely been successful in the Chinese market, and I expect Amazon to return.

When do you think the company will compete directly with traditional clothing companies and Taobao clothing stores?

Chen: now the registered customers are 10 million, while the number of Chinese online shoppers is 400 million. Our customers are only 1/40. This market space is very large. We still have a lot of things to do.

There is no competition between us and some Taobao stores.

I personally respect these Taobao stores. They should produce excellent Chinese independent brands. But they are attached to Taobao. It is very difficult for them to develop in the future.

We have no intention of competing with these online stores. Their biggest year is less than 100 million. It's not easy for us to start from scratch.