Vanke Eslite * * * Beijing * * * Technology Co., Ltd. chose the business model of online sales of its own clothing brand and released VANCL Vanke Eslite. The following is what I shared. Take a look with me.

Eslite's success factor is 1, which leads the technology and integrates the advanced China garment manufacturing industry with the Internet;

2, customer experience first, cost-effective management;

3. Brand culture conforms to the trend of Internet fashion consumption;

Chennian and his team have many years of tacit cooperation, market sensitivity and excellent execution.

VANCL Vanke Eslite was founded by Chennian, one of the founders of Joyo.com, and Lei Jun, the former president of Jinshan Group. Both of them are well-known figures on the Internet, and their cooperation again has naturally attracted the attention of people from all walks of life. /10 2007 June 2007 18- Vanke eslite officially went into operation; February 2008-Lianchuang Ceyuan and IDGVC invested; June 2008-The joint investment of Softbank Safran and Qi Ming Venture Capital Company.

On June 5,438+1October 6,5438+1October 8, 2007, on the day of Ke Fan's launch, more than a dozen employees were crowded in a 150 square meter commercial house in Zhongguancun, nervously waiting for the sales information sent online. 10 order, 15 goods, this is the business report of Vanke on the first day of opening. In the logistics warehouse of Vanke Eslite Company, workers package and deliver clothing categories according to customer demand information.

After 85 days, the daily order of Vanke increased from 10 to1000; In less than a year, Ke Fan has moved out of the commercial and residential dual-purpose house and entered the high-grade office building, with more than 400 employees.

At present, the daily average order volume of Vanke is stable at around 20,000 pieces, and the annual sales have increased rapidly from more than 5 million yuan in 2007 to 600 million yuan in 2009. Its market share of 28.4% has made it the first place on the B2C website selling clothes.

Recently, Vanke has just ushered in the most brilliant moment since its establishment-among the top 500 high-tech and high-growth enterprises in the Asia-Pacific region in 2009 selected by Deloitte, a global accounting firm, it ranked first with a revenue growth rate of 29,576.86% in three years, four times ahead of the second.

The STP marketing of Vanke Eslite, from a single men's wear to the whole product line, has been slightly improved.

Middle-class netizens aged 25-35

Simple fashion

When Vanke was first established, it just wanted to be a "cost-effective men's wear" brand. In less than two years, Vancl's product line has rapidly expanded from initially standardized men's shirts and Polo shirts to women's wear, children's wear, shoes and accessories, and new styles of products are launched almost every week.

The consumer groups targeted by VANCL are familiar with the Internet and keen on online shopping. They are the largest group of netizens in China, that is, the so-called post-70s and post-80s youth, with moderate economic conditions, aged around 25-35. The precise unity of such a group makes VANCL more comfortable in grasping their interests, hobbies, pursuits, beliefs, consumer psychology and consumer behavior. Based on this judgment, Chennian described the brand connotation of VANCL as "insisting on international first-line quality, reasonable price for the middle class" and "advocating a simple and decent lifestyle".

From June 5438+ 10, 2008, Vancl began to try to put some advertisements on the Internet. A month later, the order volume of Vancl exceeded 6.5438+million yuan for the first time, and the order from the Internet reached 50%. This exciting result proves that the way of Internet marketing is correct. Since March, 2008, Vancl's advertisement for "first experience" of 68 yuan POLO shirt has appeared in major portals, video websites and even some small websites and P2P clients.

In 2008, Vancl's turnover reached 300 million yuan. At the end of the same year, Chennian changed its brand positioning to "Internet-made clothing and household fashion products brand". "Adhere to the international first-line quality, the middle class has reasonable prices and advocates a simple and decent lifestyle. In this flashy atmosphere of returning to reality, Vancl's brand spirit is more tacit in the general trend. " This poetic brand description is the core idea of its brand transformation.

Vancl also hopes to give his brand more fashionable and sexy elements, rather than the serious, dignified and lively image before. For example, Vancl hired Kim Mei-won, a famous Korean fashion designer, to take charge of the design work. Recently, Vanke Eslite cooperated with the famous movie star Xu to launch Xu's "Keira" accessory brand. The actress who has the most fans on the Internet hopes to explore business opportunities through Vancl channels. For Vancl, working with famous actresses can also give her brand more fashion elements.

At present, the leading factor to attract customers to buy Vancl is still "low price"; From the initial emphasis on "standardization and high cost performance" to "fashion route" and "home fashion product brand", the constant adjustment of this brand promotion focus also shows that Vancl has great uncertainty about the market and its own positioning.