What Are The Fans Struggling For These Years?

According to the world clothing shoes and hats net, recently, vancl (Beijing) Technology Co., Ltd. (hereinafter referred to as "Van guest") has made new moves and plans to sell its own online platform.

In the evening of December 20th, the mainland Men's wear The brand Tiger has announced that the company has established a joint venture through Affiliated Companies with Beijing Shenzhou collection guest Agel Ecommerce Ltd (hereinafter referred to as "Shenzhou collector") and Li Bingqi, and signed a letter of intent with all customers. The letter of intent says that the joint venture is interested in acquiring V+ stores and other related asset and cargo companies.

After the sale of self built logistics in 2014, the customers who are in the throes of transformation have finally failed to keep their important cards. At this point, it has only the last "underpants", which is the last breath of the company, which has already faded out of people's long view.

In July 2010, the explosion of "all objects" showed an explosive growth for all customers. In that year, the income of all customers broke through 2 billion, and the growth of 300% made many mistakes committed by founders. In 2011, when customers were the most busy, there were more than 1.3 people in the company, and there were thirty or forty leaders at the chief executive level. This self inflated development has allowed fans to fall into the vortex of production lines, tight capital chains and huge inventory backlogs. By this year, the team has lost weight to only 180 people. However, Chen and his friends for years, Lei Jun's "painful experience" seek transformation, it seems that it is difficult to restore the building will be tilting.

All these years

Everyone's product mode has changed, and the business model has changed. brand If the story changes, the only thing that will remain unchanged is the old age or the story telling the story.

Phenomenal "all object"

Time point: July 2010

Big events: "love the Internet, love freedom, love late, love night stalls, love racing cars, also love 29 pieces of T-SHIRT, I am not a flag bearer, not whose endorsement, I am Han Han, I only represent myself. Like you, I am a guest. " The banter mainstream culture of Han Han and Wang Luodan fully highlighted the personal confession of individual personality and exploded the network in the same year. The spread of viral spread allowed customers to quickly enter the eyes of young consumers. There is no doubt that customers in the marketing of the 29 yuan T-shirt, tear off the cheap label, with the concept of parity fashion to cater to the then main consumption crowd. In 2010, fan guest mall sold about 30000000 garments, operating income exceeded 2 billion yuan, an increase of 300% over the same period last year.

Self inflated "great leap forward"

Time point: 2010 ~2011

The big event: the phenomenal success of the object has contributed to the expanding stage of everyone's move towards "quick but not breaking". All customers, through the massive expansion of personnel and venues, constantly deepen the way of inventory to cope with the "barbaric" growth of the company. In 2011, January, the annual sales target was set at 6 billion yuan, and in March it increased the number to 10 billion yuan. Even in an interview, he released the words "I hope to buy LV" in the future.

Driven by such extreme fanaticism and rapid expansion of scale, van guest mall has tried to grow from a single clothing brand overnight to an all embracing electronic business platform, which has been extended to household appliances, digital and department stores, and even later discovered and howled in the inspection of warehouses in the past: "who will buy mops here?"

In addition, the self built logistics of van's customer is like wind. With the rapid expansion of business, the pace of expansion is very fast. From the beginning of 2008, there were less than 50 people, and reached 1260 in 2010, and this figure increased to 5000 in 2011.

V+ online mall is coming.

Time point: May 2010

Big event: unlike the mall, the V+ mall is a third party platform and is positioned as a global fashion brand to meet the "85" main online shoppers. However, V+ mall seems unable to become a great hero of 10 billion yuan in all customers, and its large discount coupons can be seen everywhere, even allowing users to form a habit of "no voucher not shopping". This situation is not optimistic about the platform brand, and is far from the online platform that the global fashion brand converged.

Downsizing and layoffs reversing the decline

Time point: beginning at the end of 2011

Big event: for those customers who tried to imitate PPG to infiltrate the market in an advertising way, it did not take the quality of products and unclear positioning into consideration. By the end of 2011, customers only completed the 1/3 of current sales, and the inventory reached 1 billion 445 million yuan.

In August 2013, Chen decided to move everyone from the Yonggui center of Beijing South Second Ring to Yizhuang, reducing the rent of the original 9 yuan per square meter to 1 yuan per square meter, and at the same time, the number of layoffs of nearly 8000 people, and now the team of fans has "downsizing" to only 180 people, of whom only 3 are planner.

Like Feng Da is sold.

Time point: August 2014

The big event: the rapid growth of all customers, which is dependent on the rapid growth of customers, is also experiencing a downward trend in the process of everyone falling into the bottom. In July 2013, customers could not withstand the pressure at last. They would be divestiture like Feng Da, making it begin to transform into an independent third party open logistics. It was only this slow tactic that failed to retain this "Great Buddha" after all. This was once called the "inseparable part of van customer", which was once bought by the Huayu Huayu group supported by CITIC fund in August of next year.

Recreate a millet

Time point: August 2014

The big event: "I'll make the product first" becomes the old mantra of hibernation for a long time. At the same time, he brings back the "white shirt that he has understood for only a year" to try to restore the consumer. The old product, which had never been asked about the product, became an expert in parameters, and it was readily available to professional data such as "Akesu long staple cotton" and "80 shirts".

In the transformation of the past years, Lei Jun played an important role in many years. From the "growth of users to predict the growth of business, in order to lay the train of thought for SKU" to create the ultimate single product, the "hunger marketing" approach of limited time rush to buy, the transformation of the customer is deeply branded with the shadow of millet.

Return to Literature and art

Time point: April 2016

Big event: this year, the old age is on fire again. But not because of everyone, but because he scolded Jay Chou and let many young groups know him in another way. Coincidentally, Mu Dan, who he used to compare with Jay Chou, is a theme in his literary and artistic quotations "T-shirt products" launched this year.

This season's design, the guest finally did not talk about the shirt, but shouted to return to Literature and art. Van guest launched three themes, literary and artistic quotations, "T-shirt products": Marcks's "only God knows how much I love you", Mu Dan's "beast" and Eileen Chang's little matches. This time, customers want to use 68 yuan products to occupy a place in the market of young artists.

The old heart was no longer irritable. He said, "I don't want to go to the fun again". "There's a 50% increase."

V+ mall is sold

Time point: December 2016

Big event: in the evening of December 20th, the mainland men's clothing brand Tiger announced that the company had established a joint venture with Affiliated Companies and Shenzhou collector and Li Bingqi, and signed a letter of intent with all customers. The letter of intent says that the joint venture is interested in acquiring V+ stores and other related asset and cargo companies.

In fact, before the sale of V+ mall, business has been suspended for a long time, and it has been announced in V+ Mall: "the mall decided to stop using customer service telephone calls from December 22, 2014, and follow up orders, inquiries, cancellations, returns and after-sales services." Now, it has finally become the next "wind breaking", becoming the "broken arm" in the pursuit of life. But then, everyone may have nothing to sell but himself.

TIPS: the seven round of financing for everyone.

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