VANCL Strategy Core From Channel To Brand

VANCL has just announced the launch of a new brand definition, which is a strategic pformation made by the company, which means that the core of the company will pform from e-business channel to brand building.

It is learnt that VANCL's latest brand is specifically defined as: "VANCL."

VANCL will adhere to the international first-class quality and reasonable price of the middle class.

VANCL advocates a simple and decent way of life.

In this atmosphere of vanity and return to reality, VANCL's brand spirit is more tacit to the general trend.

There are people in VANCL who believe that the company is expanding its product categories. The initial experience of 68 yuan has been canceled. VANCL has become more and more obvious as a lifestyle brand.

VANCL2008 sales are expected to be close to 500 million yuan.

Some consulting firms predict that VANCL will own at least 18.9% of the domestic apparel B2C field in 2008, second only to Taobao mall and take the lead in brand enterprises.

Turning to the original intention of VANCL pformation, VANCL CEO Chen said that VANCL is made by the Internet and understands the new ethnic groups that are growing up because of the Internet. These people are the new class of China and the real "middle class".

This group of new social strata that grow up with the Internet, whose lifestyle is based on simplicity and appropriateness, does not waste, but also pays attention to quality.

At the beginning of the year, VANCL was suitable for the consumption trend because it provided the right products. So the POLO shirt was sold, and the collocation of cotton shirt and Oxford shirt was very popular.

To continue this tacit understanding, VANCL needs to do everything from products to services, but the most important thing is to become a lifestyle of the new Internet family. Similar to the American GAP – GAP follows the growth of the American generation.

However, the difference between the brand of clothing e-commerce and the carrier of lifestyle is not so great.

The main challenges facing Chen and his VANCL team will probably focus on the internationalization and trend of market education and brand.

"One year's success can't explain the problem. The value of VANCL should be a generation or even generations."

Chen said.

Some observers in the industry believe that VANCL has announced a strategic pformation at this time, which is closely related to the status of PPG, a focal point in men's clothing industry.

Related reports about "founder Li Liang's disappearance of $about 20000000 in the United States and the resignation of many executives" have been flooded with newspapers recently, learning VANCL from PPG mode or deliberately leaving PPG mode.