How Will Customers Comeback?

Here world clothing shoes The little weave of the hat net tells us what to come back to: what is the life of the folding wing?

At the beginning of the year, he realized the mistake, got the financing and started the transformation of Fan Cheng pin, and promised to deliver the first answer after the transformation in the three quarter. However, the three quarter has just begun, and it is not good news that Fan Cheng pin brings. Its independent operation such as Feng Da Express has been acquired by Tianhua Huayu. After all, the sale of blood was exchanged for breathing time, but after that, what kind of capital can a comeback come from?

Fan folding

In July of last year, Fan Cheng pin and Feng Feng completed the divestiture in a low-key manner. Only one year, Vic had folded its wings and abandoned it like a wind, sending it to the embrace of Tianhua Huayu, becoming an important step for the latter to dabble in express delivery.

Such as wind can be seen as a sharp weapon to sweep the market. According to public data, as of 2011, 26 cities such as wind and express outlets opened up to more than 400 sites, and self built logistics accounted for 60%-70% of the total distribution volume. Good shopping experience and word of mouth even brought two purchase rates for all customers.

However, with the opening of the road of landslide after the 2012, fan Feng Cheng stopped the pace and began to revoke the network in a large area. The proportion of layoffs was as high as 50%. You know, Fan Ke Cheng pin At its peak, wind business accounts for 90%.

Although there are media reports that the sale of VCG will retain certain shares after the sale, but Tian Hua Yu has made a positive reply to the Beijing Commercial Daily reporter: after the completion of the acquisition, the CITIC Industrial Fund wholly owned world Huayu group will be wholly owned by the wind, and no one has any relationship with the customer, and in addition to being a party A, it will be the only one in the next five years. Home distribution service provider.

Compared with Tianhua Huayu's high-profile, van Hsin Cheng seems reluctant to say more. The Beijing Commercial Daily reporter contacted more than all fans, but they were reluctant to talk about it. CEO only wrote in micro-blog: "in the past six years, the contribution of Feng Da is indelible. With the support of CITIC fund, such as Feng Da in the direction of professional express, there will be a stronger future. But he did not mention whether there would be any change in the future of the product.

From "light" is not necessarily a bad thing.

At the beginning of 2012, the Beijing Commercial Daily reporter was invited to attend the annual meeting of all guests in the National Convention Center. It was also on that day that Chen admitted that he was "hot headed in the past 2011" and realized that there was a problem of blind expansion.

In the days that followed, all customers began to control the number of SKU, and frequent trial and error in the business mode, made a platform, made a flash sale, and finally positioned it on the "clothing vertical electricity supplier".

In the industry view, whether this road is right or wrong, for wind, it means that we must change. An insider close to fan Ke Cheng said that after the transformation, fan hoped that the SKU would be cut down from the top 240 thousand to less than 10000. When SKU is cut, the volume and scale of customers will be damaged. Even if the transformation is successful, it is difficult for fans to support a self built logistics as a "clothing brand", though it is also sent to customers such as Xiaomi and gifted.

After the takeover of Tianhua Huayu, Feng Da has completed the transformation from enterprise logistics to social logistics. And in terms of user experience, there is no front-end loss for fans, such as Feng Da is still sending pieces for everyone.

　 Vitality geometry

After selling the logistics, Vic can only go farther and farther away from the vertical electric business. This is an act of breaking down the boat for years of "regrets".

Xu Yong, chief consultant of China Express consultancy network, said that the lack of money is the biggest problem facing Feng Da. As we all know, van customer is not yet on the road of self-sufficiency, but still lives on financing.

In the view of Lu Zhenwang, an e-commerce analyst, it is hard to sell a good price like Feng Da, but the meaning of fan Ke Cheng pin is to throw away a big burden or even a relief. In 2011, Chen said publicly that "Feng Da is one of the most important assets of van guest, but it is also one of the most distressing and tangled business".

In Xu Yong's opinion, selling like wind is a result of both sides, and the cost of self built logistics is very high. Clothes & Accessories Product based customers do not need special distribution channels. The third party logistics has been able to provide services and reduce costs substantially.

Lu Zhenwang pointed out that although good distribution service has accumulated a lot of popularity for van customer, but the key to fan Kai pin's products is how to make articles on products, and to regain the market by improving the quality of products and attractive styles of research and development.

Van customer has gone farther and farther on the road to revival. In recent years, the customer experience and product quality have declined significantly in the process of prosperity and decline. It has also become one of the hotspots of complaints for consumers because of false sales promotion, Overlord clauses, customer service and slow delivery. Statistics show that all customers in the first quarter of this year in the B2C market clothing category trading share accounted for only 1.6%.

The sale is like wind, and after the loss of self built logistics support, what are the chips left in the market?

　 Selling blood is only time.

In order to get a better understanding of van customer service, the author placed the order on the former e-commerce giant website on Sunday: three pieces of household shoes and socks, 93 yuan, plus 10 yuan freight, a total of 103 yuan. Two years ago, it was only 9.9 yuan for fans to buy 4 pairs of socks, 19 yuan for household shoes, 29 yuan for T-shirts, and 59 yuan for free.

The reason for this price difference is the frequent strategic transformation of van Clive. Two years ago, the low price was the "spitting blood sale" before the transformation of vccp. Now, VCG is building a quality fashion brand. The embarrassment is that the former and the latter are called VCG.

Selling such as Feng Da logistics has nothing to do with customers of van customer. According to the author's consumption experience, he ordered the order on Sunday afternoon and served at noon next Tuesday, though it was a little slower than the usual "next day", but it was acceptable. By contrast, what most consumers find difficult to accept is that the original 30 yuan can now be spent on 100 yuan, even though it is now several times as good as cotton. Spin Technology, but the sharp increase in prices is still a barrier to consumer orders. This is not a problem encountered by all customers, but a universal problem in the field of clothing: when a brand consumer is accustomed to its positioning, it will be more acceptable to play a lower side card, and a longer market adaptation process is needed to locate a higher secondary card. Moreover, Fan Cheng pin did not operate in the form of sub cards.

For fans, it is far from enough to replicate from a impetuous electronic business platform to a clothing brand. Simply copying the millet model is far from enough. After all, the standard products can be endorsed through evaluation, and clothing is regarded as a non-standard product, and the perception of customers is the first. Selling assets is easy, but changing the status of consumers is the most difficult problem.