"The Best Single Product" Can Help Everyone Succeed In Pformation.

< p > < < a href= > http://www.91se91.com/news/index_s.asp > > fan > /a > there are two key words, one is financing and the other two is millet pformation.

Financing can support the way it continues to move forward. What can millet reform bring to customers? The person who is asked about this matter is optimistic about the development of the company, and says that many experiences of millet will help them, including what they are doing with the so-called single product shipment, which is actually learning from millet, and in fact, it has indeed played a very good effect.

The pformation effect of products will not be seen until this autumn and winter.

It seems that the $100 million of Lei Jun's investment can become the lifesaving money for everyone and depends on whether he can succeed in the next 1 years.

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"P >" because of "all objects" and a series of successful marketing, Vic has been very popular for a long time, but then it has been in the inventory crisis for two years, structural adjustment, layoffs, and even once was questioned because of the supplier's loan problem.

In February this year, customers completed the seventh round of financing.

It is understood that the current round of financing is led by Chairman and CEO Lei Jun of Xiaomi company, and IDG, LIAN Tsai yuan, Sai Fu, Qiming, Temasek, CITIC, YTONG and other shareholders are all involved in the investment.

For van geshpin, the biggest benefit in 2014 came from Lei Jun's 100 million dollar investment. But after taking the money, how will Vic go? After experiencing a big decline, Vic sincerely wants to learn from the millet mode to remodel the < a href= "http://www.91se91.com/news/index_c.asp" > brand > /a ". Can this" millet pformation "help to turn over all the fans? Will the seventh round of financing be the last round of financing for Vic? The reporter interviewed Wu Fei, assistant president of VIC (Beijing) Technology Co., Ltd. on these issues.

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< p > reporter: Van gentry has just won 100 million dollars in the seventh round of financing. How does the company prepare to use the money? In addition, "marketing, no products" has been the biggest criticism of the industry in the industry. Will it involve advertising marketing in the $100 million this time? < /p >

< p > Wu Fei: we will get $100 million for all fans. One is to improve product design, the other is to improve the quality of supply chain; and the three is to improve the efficiency of the implementation of the product.

For marketing, the company will use more new media or some new marketing methods instead of the big way to smash spokesmen or smash the ads. This is a big adjustment this year.

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P: what is the company's current situation? What is the direction of the company's new product development this year? What is the progress now? < /p >

< p > Wu Fei: the company is in good condition and has found a new direction, that is, "millet".

The company will learn a lot from the experience of millet, including the so-called single product shipment we are doing, actually learning from millet, in fact, it has really played a very good effect.

From the second half of 2013, the company began to take the millet route and make the best single product.

This year, the company will slash its product style, make the best product and make a bomb, and more importantly, it must make its product itself form a "screaming" word-of-mouth, which is the biggest adjustment of the company in the last six months or a year.

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< p > January this year, the company introduced the feather quilt product, that is, learning the mode of millet. The down quilt is divided into: ultra light down quilt, feather quilt, white duck string down feather quilt and Iceland wild feather down quilt. The price is 499 yuan, 999 yuan, 16999 yuan, and 119999 yuan respectively.

But the main product of the feather down product is still 499 yuan super light down quilt and 999 yuan thick feather down quilt two products, these two products through three rounds of special buying activities, finally appeared a "hard to find" situation.

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< p > besides, starting in March, the company will introduce new products, such as 300 shirts and 80 shirts, the highest cotton spinning technology, the most expensive fabrics and the unique handmade products.

Although the new product is "luxury", its price is much lower than that of luxury goods. Usually, luxury shirts are sold for thousands of yuan, while the 300 shirts and 80 shirts of van sincere are priced at only a few hundred yuan.

The 300 shirts are priced at less than 500 yuan, and the raw materials are made from raw cotton in Awati, Xinjiang. This price can only bring meager profits to all customers and won't earn as many profits as other luxury brands.

The 80 shirts are priced at less than 200 yuan, which is characterized by 4 degree or more ironing process.

Customers should not only produce a reputation that consumers scream, but also on price.

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< p > reporter: there was a time when the company's < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > was designed by the factory. The company wanted to make the best single product, whether it would employ some a target= "_blank" href= "target=".

< p > Wu Fei: unlike all those fast fashion brands, our product positioning is mainly based on basic funds and can not be used for more design, as long as we can improve the version and color matching.

The basic funds are mainly on fabrics and plates. Our fabric partners include Japan Dongli and YOUNGOR daily spinning.

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< p > reporter: when do you think the pformation effect of the company can be seen in the product? < /p >

< p > Wu Fei: product design is a long process. We have just launched the spring and summer products, and the reaction can be done. But it is estimated that the pformation effect of the products will probably not be seen until this autumn and winter.

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< p > reporter: do you think the seventh round of financing will be the last round of financing for all customers? < /p >

< p > Wu Fei: I can not predict this issue for the time being. The ultimate goal of the company is to go public.

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< p > < strong > > /strong > < /p >

< p > first round < /p >.

< p > time October 2007 < /p >.

< p > investor LIAN strategy source, IDG < /p >

< p > total investment is 2 million US dollars < /p >

< p > financing process in 2007, under the suggestion of Lenovo investment steward Zhu Linan, the chairman of Vic and Chen Jun, chairman of Xiaomi company, jointly invested 7 million yuan in start-up capital.

Before the website was launched, the first $2 million financing from LIAN CE source and IDG has arrived.

In October 2007, van guest announced the first financing.

On the 18 day of the month, all customers were formally launched.

After the launch of VIC online, Chen decided to advertise on the Internet, making the order from VW to 50%. Then, during the Olympic Games, Vic also launched the "elite 100 series" online advertising. In this series of advertisements, Liu Ren, Yang Dong, Zhu Zhijun and Zhang Liang of the Innovation workshop are all spokesmen for all customers.

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< p > Second Rounds < /p >.

< p > time January 2008 < /p >.

< p > investor soft silver Sai Fu < /p >

< p > total investment is 10 million US dollars < /p >

"P > financing process, after the official launch of the company, it caused a great response in the investment circle.

At that time, almost every day, people asked whether it was financing, so that management often ponder whether to raise funds immediately or to refinance later.

In late December 2007, the board held an emergency meeting to decide on immediate financing.

After careful discussion of the financing strategy, the management agreed that the pricing of the company could be lowered a little bit, but the key is speed.

The management then planned to complete the financing process in two weeks.

Chen talked about several companies that were more interested in Vic. Among them, Yang Dong, a partner in Softbank Sai Fu, showed strong interest.

Softbank Sai Fu, as the top investor in the management of US $about one billion of funds, all partners are abroad. Through telephone communication, it only takes a few days to cling to investment in all sincerity, which is not easy.

At the beginning of January 2008, money arrived and the second round of financing was completed.

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< p > third round < /p >.

< p > time August 2008 < /p >.

< p > investors, Qiming venture capital, IDG and so on < /p >

< p > total investment is 30 million US dollars < /p >

After seven or eight months' efforts, the performance of P has been on the rise. Management knows that the quality and reputation of the product are the lifeline of the company. It is difficult to persuade high-quality suppliers without enough funds.

After discussions, the board decided to start the third round of financing.

This time, we are financing tens of millions of dollars.

In June 2008, the financing of van customer service started.

Subsequently, Vic received the first draft of Termsheet, which was given by Tong Shihao, the founder of Qiming venture.

He was very optimistic about the company and quickly persuaded their investment committee.

As a result, the company's lawyers, three partners, project managers and lawyers who have invested in the company, began to discuss the documents of Qiming venture, put forward amendments, and then gave feedback to Qiming venture capital.

6 days later, everyone reached a consensus and confirmed the final version of the letter of intent.

1 months later, the tens of millions of dollars in all the financing.

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< p > Fourth rounds < /p >.

< p > time May 2010 < /p >.

< p > investment Tiger Fund < /p >

< p > total investment is 50 million US dollars < /p >

< p > financing process: in 2009, Vic established not only the 29 yuan T-shirts and 59 yuan canvas products such as a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > supporting performance, but also upgraded comprehensively in terms of services, and launched measures such as free shipping, 24 hours delivery, 30 days no reason to change goods and freight charges to be borne by customers.

It can be said that 2010 is the heyday of the domestic e-commerce financing bubble, and also the beginning of the great leap forward of the domestic electricity supplier.

Compared to 2010 and 2009, the sales volume of fan's products increased by nearly 4 times in the 2010 year, reaching 1 billion 200 million yuan.

In a few months, it also made a profit.

It was also in this year that Vic entered the fashion circle.

With the cooperation of Han Han and Wang Luodan, the objects of Huang Xiaoming and Li Yuchun once again swept the Internet.

In May 2010, Tiger Fund, which invested in Dangdang and Jingdong, completed the fourth financing of van customer service with us $50 million.

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< p > fifth rounds < /p >.

< p > time December 2010 < /p >.

< p > investor LIAN CE source, IDG < /p >

< p > total investment is 100 million US dollars < /p >

< p > financing process: in June 2010, the total inventory of van customer's product reached 198 million yuan.

In December 2010, half a year after the last round of financing, van Ke pin also ushered in $100 million of LIAN shareholders and IDG and other old shareholders.

Fan Ke Cheng has not introduced new investors in this round of financing. Instead, it is an additional investment from former investors LIAN strategic source, IDG, Softbank Sai Fu, Tiger Fund and so on. All of them will be used to enhance users' shopping experience, expand market share, speed up the construction of logistics and warehousing, increase product development, IT technology construction and talent pool.

This financing has exceeded $1 billion in valuing van worth.

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< p > sixth rounds < /p >.

< p > time May 2011 < /p >.

< p > invest in Alex Fong industrial fund, Kerry Group, Temasek, etc. < /p >

< p > total investment is 230 million US dollars < /p >

< p > financing process 2011 fiscal year is the fastest time for the development of all customer service products. At that time, the unit price of the customer was calculated at 108 yuan, and the gross margin of Fan Cheng Cheng could reach 33.7%.

However, marketing, logistics and other expenses still make a net loss of 27 yuan per net.

In April 2011, daily products and other department stores products were developed.

In June of the same year, the total inventory of VLC reached 850 million yuan. At this time, the total debts payable to 1 billion 500 million yuan were $1 billion 153 million, and the total number of employees exceeded 10000 in July.

In July 2011, fan Kai pin lowered its cooperation commissions with the website alliance.

In addition, a series of promotional activities of van customer's products has greatly increased the cost of logistics.

Under such pressure, the sixth round of financing has reached US $230 million.

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< p > seventh rounds < /p >.

< p > time February 2014 < /p >.

< p > investor millet company, Temasek, LIAN CE source, IDG, Softbank Sai Fu, etc. < /p >

< p > financing process 100 million US dollars < /p >

Less than P, the financing process in 2012 witnessed a lot of big layoffs, and warehousing and logistics became "the hardest hit".

In January 2013, the main learning objects of VIC were fashion lines, such as H&M and ZARA.

In April of the same year, the third party brand of all customers increased rapidly, but the time was lengthened accordingly.

Although Fan Cheng pin put the third party brand, sale merchandise and V+ together into the V+ platform, and began to cut down third party products and re promoted its own brand, it did not match the structural adjustment made at the beginning of the year because of the decision to make the platform.

Many adjustments in 1 years also have a serious impact on the company.

Luckily, in February 2014, everyone received seventh rounds of financing.

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< p > < strong > off field voice < /strong > /p >

< p > > all customers have already made six or seven rounds of investment. The development of enterprises has become a problem. The capital side's new round of investment is also aimed at stabilizing the market, after all, its own interests are in it.

Sina micro-blog netizens are all busier than /p.

< p > > all customers launched two "explosions". I also looked at the comments on the "exploding" down jacket of the customers. To be honest, the overall comment is not good, and what is the millet mode is not important.

-- Lu Zhenwang, an electric business observer, < /p >

< p > the development of the future customers, in addition to the current "millet oriented" generous outward, product supply integrity and consumer recognition is the "new fan" positioning, shaping and development of the only way.

The industry is "/p".

< p > like investors who already have market and brand names, investors will not give up easily.

Investors may have other considerations to wait for customers to go public or to buy companies such as Jingdong.

Investment circle Mr. Liu < /p >

< p > from the seven round of financing, it is easy to see the shrewdness of the old age. The number of financing of VCG is probably a smart pricing skill.

Multiple rounds of financing can raise premiums.

- vice president of an electric business, < /p >

< p > < strong > investors' view < /strong > /p >

< p > the investment of fan Ke pin pin, my request to fan Ke Cheng pin is very simple, that is, the product is ready, and the product is good enough to have the brand and user loyalty of van gentry.

At the same time, I also look forward to the pformation of Fan Cheng pin, who will become the next millet.

Before all, the dream of Fan Cheng pin is China's UNIQLO.

However, the type of the product is more than that of UNIQLO, and even the same supplier has been rumored, but the quality and reputation of the product are lost to UNIQLO.

Therefore, instead of waiting for death, VCM should pform itself into a battle against millet and fight for it. There may be a way out.

- Chairman and CEO Lei Jun < /p >.

< p > LIAN policy source phase 1 < a href= "http://www.91se91.com/news/index_c.asp" > fund < /a > only 120 million US dollars, almost 1/3 has been sent to van gentry.

And from the first round to the fifth round of financing, LIAN's strategy has been followed up.

To insist on investment, I think investment should depend on whether the market is good or not. Two, it depends on whether the business is good or not; the three depends on whether the team is good or not.

As a result, all three people are good.

Feng Bo, President of LIAN strategy source Vc firm, /p.

< p > I have a set of my own methodology, that is, I pay more attention to what they want to do. Two, from the point of view of the market and users, why do they need to do such a thing? Three, who is going to do such things? I am still willing to invest in a team with strong R & D ability and continuous development ability, and I also prefer to communicate with each other smoothly.

This is true.

As long as I recognize the business and entrepreneurs, will always support.

- IDG technology venture capital fund partner Lin Dongliang < /p >

< p > I have always been very optimistic about mobile Internet.

Although last year, the fast development of the brand and the rapid expansion of the brand led to some problems.

But in this respect, management should have their judgement. I think a company may follow a block when the economy is in a dizzy state.

-- Yan Yan, /p, President of Softbank Sai Fu investment advisor.

< p > Vic is the best valuation and best performing company of Qiming venture capital company. Its real performance is totally beyond expectations.

In my opinion, we must choose a market that is large enough to choose the investment target. Its market capacity is between 1 billion and 10 billion dollars. < a href= "http://www.91se91.com/news/index_s.asp" > market < /a > enough is worth everyone's efforts to compete for the top 3.

Tong Shihao, partner and managing director of Qiming Chuang Venture Capital Management Co., Ltd. < /p >