Van Customer Is Pushed To The Cusp Of Public Opinion.

In November 29th, according to

"Love the Internet, love freedom, love late, love night stalls, love racing......"

I only represent myself. I am just like you. I am a guest. "

"I love" has become the mantra of young people. "All objects" have been spread all over the streets and alleys. However, those who successfully popularize "objects" are now leaving all customers.

Despite widespread speculation, this is the result of the internal struggle of everyone.

However, a veteran B2C immediately fired, "the departure of the elders at key juncture will not cause much impact on the listing of the company, but at least imply that IPO is not smooth. Otherwise, Wu will not give the old businessman the same face."

What is the mystery behind Wu's departure?

Another PPG?

Fan Kai Cheng, a light company, has always been compared with PPG and ITAT since its debut in October 2007.

If PPG is not properly managed, the final result will be.

After the death of PPG, Vic chairman Chen tried to clarify to the outside world that the commercial mode of VCM was different from that of the former. However, it was thought that there was no obvious difference between the two. However, after taking lessons from the failure of PPG, VW had chosen to avoid advertising on TV and chose portals and public pport boards for "bombardment" advertising.

But the fact proves that in the moment that the cost of Internet advertising has been constantly pushed up, the extensive advertising mode of Fan Cheng Kai pin has not gone out of the "bad path" that PPG has gone through before.

It is reported that in 2009, advertisers had 200 million yuan in advertising, while in 2011, they reached 1 billion yuan by leaps and bounds.

According to media analysis, every customer sells a product, which contains 10 yuan of advertising and marketing expenses. Compared with the tens of dollars of goods that can be seen everywhere on the website, the advertising fee is luxury.

Earlier, some media sources revealed the number of prospectus of fan's products: "logistics costs account for 30% in every paction."

Jingdong mall CEO Liu Qiangdong said, every guest logistics costs will not be less than 20 yuan.

According to the public data, the customers have passed 5 rounds of financing since they run online. They have reached 7 rounds of private equity and venture capital financing. Investors include IDG, LIAN policy source, Lei Jun, Kai Ming venture, partner of Sai Fu, tiger capital (Tiger) and Temasek, and invest more than $200 million in Vinci brand.

Even so, it can not compensate for the impact of high advertising costs and heavy logistics costs on the light company.

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Fan Kai pin sold its own brand of men's clothing. Its sales in 2009 were 600 million yuan, and sales in 2010 were 1 billion 800 million yuan.

Chen has predicted that sales in 2011 will increase by 200% compared with 2010, and the sales volume will reach 6 billion yuan, and the sales performance in 2015 will exceed 150 billion yuan.

To achieve such a huge expected sales volume, how much volume of advertising and logistics costs will be needed to support sales? How can the low price price guarantee the high added value of textile and clothing products in the age of fashion and personality? The industry expressed surprise and constant concern for Chen's sales of 150 billion yuan in the 4 years from 2015.

Apart from the problem of funds, the internal management system has become the focus of public attention.

Over the past 4 years, many core employees have left. Former chief executive assistant Xu Xiaohui went to Zhang Xiaojun, the former vice president of joining the excellent purchase network, from Li Gang, the former vice president of finance to Jia Guangyang, the former director of the fan alliance, and the former director of the public relations Department, and now Li Jianxiong, director of the academic group. Now, with Wu Sheng, everyone is like a "Whampoa military academy", which has trained a lot of people and has lost a lot of people.

Thinking about e-commerce

Although it burns money like other e-commerce companies, for consumers, it has accepted the popular culture of customers who are trying to instil them into their hearts. From Han Han, Wang Luodan, Huang Xiaoming to Li Yuchun, with the highly publicized "viral" e-commerce marketing, it has become a household word since its inception in 2007.

When it comes to all customers, it thinks of "deviant" and in reason, the cost performance of all products is higher.

Compared with the high price of brand T-shirts at hundreds of dollars, the price of the same style, fabric, workmanship, and dozens of yuan is obviously acceptable.

In recent years, people in the electronic commerce industry also understand that beautiful financial statements are the best way to break the capital market. To survive, listing and financing is almost the only way out.

This is why venture capitalists and funds are keen on investing in such websites, and this is also the reason why such websites have mushroomed in the network terminals.

The huge advertising is the most direct, fastest and most effective way to display the brand in front of consumers. Because of this hand, it can distinguish from other e-commerce brands.

But we all forget that e-commerce is also selling products. The core competitiveness of products is the product itself, rather than losing money and advertising.

After getting tens of millions of dollars in financing, most enterprises did not invest in logistics and warehousing, but they gathered users through short-term advertising marketing.

Because the former is too slow, and the latter is relatively immediate.

By contrast, foreign well-known e-commerce enterprises concentrate most of their efforts on user experience and product line.

Take Amazon as an example, Amazon's annual net profit growth of 40% over the past 3 years has become the benchmark of the industry.

When it comes to the secret of Amazon's success, Amazon founder and CEO Geoff Bezos (JeffBezos) only gives 12 words: "customer first, pursuit of innovation, and force logistics".

According to foreign media reports, Amazon's annual operating cost of about 28% is used for technology development, and user experience is continuously optimized through comprehensive product data and user usage data collection.

In 2011, Amazon became the largest online shopping mall in the world with 282 million visits per month. Its access rate reached 20.4%, leading to 16.2% and 11.3% of eBay and Alibaba.

While creating economies of scale, Amazon also pays attention to cost savings.

Have their own efficient warehouse management system, in the distribution of choice and professional logistics company FedEx or UPS to reduce investment and risk, while saving 10%~20% logistics costs.

In addition, Amazon also uses the "postal injection" cargo delivery method, which not only reduces the commodity handling procedures, but also reduces the delivery cost of 5%~17%.

All of these are the reasons why Amazon is called Amazon.

It is hard to speculate about the future development of all customers, but the capital market has given considerable attention to the inevitable listing tour.

Regardless of whether the listing is successful or not, the core marketing idea of all customers to win the volume needs to be considered. The times are changing and the demand is changing. Not most people are willing to add a T-shirt with little added value to their wardrobe.