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Fan Chairman Chen: I Am So Simple.

2010/10/25 16:27:00 50

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Only three years after the establishment of the company, the sales volume reached nearly 2 billion yuan, and it took more than 10 years to accumulate.

Chairman and chairman of van Clive

CEO

In an interview with the China Securities Daily reporter, Chen said that with the help of the Internet platform, Vic will continue to base itself on the high cost performance ratio and strive to become the first domestic garment enterprise with a sales scale of more than ten billion yuan.

User experience is the key

China Securities Journal: the sales scale of Fan Cheng pin has reached 2 billion yuan in three years, while the sales volume of traditional clothing enterprises such as Shanshan stock and seven wolves is now around 2 billion yuan. What is the core competitiveness of the rapid development of customers?

Chen: three years ago, we entered

Clothing online shopping

In the market, there are many objections around us, which suddenly frighten us all. We can 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.

China Securities Daily: the product advertisement of every customer can see the proportion of marketing cost in every corner of the Internet. In addition, where does the profit come 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.

trousers

Shirts, sweaters, and then we will be profitable.

This is the same as our free exchange policy. Although the cost of customer return is very high, when you see our delivery staff sweating to pick up the clothes you want to return, many people will choose to buy it 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.