VANCL: Selling Clothes "Packaging Kung Fu" Can Not Be Saved.

Electronic Commerce No one wants to buy clothes purchased online, which have been pressed into a group when signing. But if they are packed in plastic bags or ordinary cardboard boxes, they will only see the mood of the staff of the express company. about Electronic Commerce Web site, the packaging of goods in the transportation process to be extruded to deformation, damage caused by the damage, a price of 200 yuan shirt may be so customers instantly hit half off in the heart - the feelings of customers will be angry, rather than the website claimed value.

　　 vancl (VANCL) most of the shirts are priced at 100 yuan, and obviously they can no longer afford the depreciation due to packaging problems. The company, from the chairman to the ordinary employees, struggled to pack well, and their efforts were aimed at letting customers get a surprise at the moment they opened the packaging and saw the clothes.

This sense of surprise is formed by details that many customers do not care much about. Like fan's shirt. "Full open" packaging It was proposed by Lei Jun, co-founder. His goal is that the customer must be able to easily open the package without having to pull the tape loose, and when the package is opened, the whole shirt should be levelled all over the front of the customer. This approach, which is different from most e-commerce companies, has increased the cost of Fan Cheng pin, so the company has been questioned. "We have been fighting against the old forces," he told reporters jokingly.

The usual practice in the industry is to wrap the shirts in the same way as the pizza boxes, like the drawers. But Lei Jun believes that even if customers take out the shirt's inner packaging only need one or two seconds, but still can not reach the feeling of jumping out at once. At the same time, side placement will occasionally cause friction and extrusion between shirts and packaging. An off the shelf reference object is mobile phones. They use the same concept of "full open" packaging, giving customers a better feeling when they first see their mobile phones.

Most clothes are not easy to squeeze because they are damaged. Usually, express companies and Taobao sellers will choose strong plastic bags for packaging. The man who sold the men's shirts continued the requirement that the shirts must be levelled to the customers' hands. The packing box could not be marked with obvious flattening marks. The material of the three layers of kraft paper with better compression resistance was specially designed for the compression test when the design was finalized.

According to data from van customer service, the cost of the carton and packaging accessories with a unit price of about 4 has accounted for about 5% of the operating cost. But at the same time, while adding other operating costs, Chen continued to increase investment in packaging, and every upgrade needed to be confirmed by himself.

All this is just for customers to sign the feeling at that moment. When the delivery man delivers the clothes ordered by van Carpin on the agreed time, he will hold the carton in one hand, and gently pull the lid on the other hand, and the order will appear in front of the customer. The shirts in the boxes will be just as carefully placed as they are, but not like the packages that are usually delivered by e-commerce websites. The objects in them are thrown away, thrown, and transported long distances.

Tens of thousands of such packages are sent to the user's hands every day in a warehouse in Beijing's South Fifth Ring Road. In addition to a row of shelves in the warehouse, the most attractive sight is stacked cartons stacked up neatly. There are more than ten boxes of van guest, and there are altogether 7 different sizes of packing boxes as the most recognizable ones. Packaging that matches the shirt accurately is also an important factor in maintaining its smoothness.

The whole warehouse is like a factory assembly line. To ensure that tens of thousands of packages are not wrong, a seemingly simple package is split into different processes. The packing table is the most important part of this assembly line. It is stacked with different sizes of cartons beside the operating platform like the checkout stand in a large supermarket. Most of the packers who are female employees are standing at their own packaging desk, and choose the appropriate size boxes according to the size and height of the goods ordered by the order and the pickers.

The express delivery personnel are responsible for the packaging of the packages. Not only do we need to avoid breakage and rain, but also avoid collision and stain. Because the rule of clothing e-commerce is that customers can refuse to sign back if they are not satisfied with the product and packaging. Each cancellation means that a few shirts are to be taken out to save the losses. The return of packaging, rather than the style and quality of the shirts, is obviously a loss for all fans. This is obviously not acceptable to Lei Jun and Chen, and it is also the reason why they will put great effort on this little cardboard box.