Reasons for the failure of Vanke Eslite

Question 1: Why did Vanke Eslite decline in late autumn in eight years? What are the special business cases? Vanke's decline was caused by the change of the times, just like Vanke's success. This is not a problem of methods, but a problem of trends. Vertical e-commerce is not just for customers, but for most of them. Cheap is not a brand. These fast brands created by cheap obviously don't understand the essence of real fast brands. Marketing can't be separated from products. Playing gimmicks alone will attract attention, but they can't stick to it.

the rapid development of customers and the popularity of "ordinary objects"

In 2, the literati stepped into the e-commerce circle. He accepted the invitation of investor Lei Jun, participated in the establishment of Joyo.com and served as the director of the book business department.

In 24, Chennian sold his shares and chose to leave Zhuoyue.

in 27, Vanke Eslite was founded! Fanke products are defined as: brand with attitude, enough fashion, high cost-effective quality and customer experience-oriented service.

In 28, Chennian began to set up his own logistics company, such as Fengda.

from five sites in Beijing, Shanghai and Guangzhou to 15 sites in 28 cities, the expansion speed of Fengda is as efficient as its distribution speed. Coupled with the unique experience of trying it on first and then signing it, the after-sales process of quick return and exchange, the logistics advantage has also gathered a large number of loyal users for Vanke.

in the two or three years from 29 to 21, Vanke's performance doubled year after year. At the same time, it has received huge financing for many times, and its valuation has soared rapidly.

in 21, Vanke was most proud, selling more than 3 million pieces of clothing a year, and the total sales exceeded 2 billion yuan, up 3% year-on-year. It was not only the leader of vertical e-commerce, but also the fourth performance in the whole industry, which attracted everyone's attention.

"I love the internet, freedom, getting up late, food stalls at night, racing cars and a 29-dollar T-SHIRT. I'm not a flag bearer, I'm nobody's endorsement, I'm Han Han, and I only represent myself. I am like you, I am a Vanke. "

This popular advertising word has made Fanke a hot public focus, and "every object" has also become popular on the Internet.

with the achievements in 21, Vanke started the "Great Leap Forward".

in January, 211, Chennian set Vanke's annual sales target at 6 billion yuan, an increase of 2%. In March 211, Chennian "revised" this figure to 1 billion yuan. In an interview with Time Weekly, Chennian said something that shocked the whole industry at that time:

I hope to acquire LV in the future

At this point, the enthusiasm of Fanke and Chennian reached its peak. But Vanke also ushered in an inflection point in this year.

In 212, Vanke's advertising slogan was changed to "It doesn't matter if there is spring." Chennian once described in detail the birth process of this copy.

In March 212, Chennian woke up suddenly on the way to climb Mangshan Mountain in the suburbs of Beijing, and a text message came on her mobile phone: "There is spring, nothing to be afraid of." Chennian likes Haizi's poem: "Spring is my quality." So, he immediately made a decision, and the new advertising copy used words that could represent his heart. From this detail, it is not difficult to see the essence of aging. Compared with businessmen, he is more like a literary youth.

Lost in Vanke's expansion

At the end of 211, Vanke's inventory reached 1.445 billion yuan, with a total loss of nearly 6 million yuan, and only one third of the sales target of 1 billion yuan was achieved. After more than a year, Vanke has been doing the repetitive work of clearing inventory. In addition to clearing inventory, there are also clearing personnel. In 211, the three mountains of tight production line, tight capital chain and huge inventory backlog came to Vanke, and Vanke began to decline.

In 212, Chennian has seen many hidden worries brought by Vanke's large-scale expansion, but Chennian did not pay attention to Vanke's products, but still worked hard on marketing and advertising copy.

at Vanke's annual meeting in 213, it was announced that the cash flow in the fourth quarter was "in a mess" and the inventory cycle was reduced to less than 3 days, but don't forget that such excellent cash flow was obtained by "selling at a loss". Vanke's website in that year was full of advertisements of "Starting from 29 yuan" and even "9 yuan District" and "1 yuan District". Fanke's image suddenly changed from the former "literary fan" and "exquisite white-collar workers" to "cheap goods".

From the marketing point of view:

Since Vanke is positioned as a fast fashion brand on the Internet, the price and quality of its products should echo this brand from a distance. However, after rounds of celebrity endorsement marketing, the brand influence of Fanke has risen rapidly, while the quality of Fanke products has been shrinking. The strong contrast has made the brand influence of Fanke completely lost, and it has gradually become a necessity to be abandoned by users.

......> >

question 2: the main reason for the success of Vanke eslite is the success of marketing. Online alliance promotion, magazine promotion, Baidu bidding ranking, individual small station sharing promotion. Advertising space promotion of other famous websites and so on. Self-service improvement: 3-day return and exchange promise, gift card issuance, self-built logistics, various promotional activities.

question 3: why did Vanke eslite succeed? In addition, a few days ago, the market also reported that at present, Vanke Eslite is planning a new round of financing, with at least 1 million US dollars, and the new round of financing is valued at 3 billion US dollars.

There are tens of millions of garment enterprises in China. Why can only Vanke Eslite be so successful and so excellent? This has a lot to do with our market environment. Vanke Eslite put forward the idea that civilians can also enjoy well-designed and low-priced clothing products. So what does fast fashion mean? Fast fashion has the characteristics of fast speed, short fashion time and so on. Its requirement for enterprises is the ability to create popular products or keep up with market trends, that is, the inherent ability of enterprises to design and develop new products. Before the reform and opening up, there was a saying in China: the new clothes are the oldest, the old second, and the tattered ones are the third. However, after the reform and opening up, China's consumption value orientation has diversified, and some people still adopt the consumption habit of buying clothes according to their income, needs and seasons, and wearing a piece of clothing for one or two years, while others? They think it is necessary to set off the inner temperament through some external fashionable and glamorous dresses. And this fast fashion has successfully created a new market.

how did Vanke Eslite turn its idea into reality? This is related to why the capital in the market is willing to invest in Vanke Eslite and become his shareholder. Vanke Eslite has borrowed a lot from Dell's successful experience in its operation. For example, Vanke Eslite borrowed from Dell's direct selling model, but it is a little different from Dell in terms of expression. Vanke Eslite designs some clothing styles, which are recognized by consumers online, thus obtaining orders, while Dell uses sales staff to obtain orders by listening to customers' suggestions and opinions in the market, and then processes the orders through the information system to realize or meet the needs of consumers. Vanke Eslite uses the idea of creating a new market to arrange its own value chain in actual operation.

Question 4: Why are all the categories of Vanke Eslite home products gone? Vanke's limelight has passed. Before Vanke just burned money, it was very successful, and then it was blindly expanded. Many people were recruited to expand many categories. As a result, nothing was done, which led to the backlog of inventory and the impact of IPO. The capital chain was almost broken several times, and now it is necessary to lay off employees and reduce categories. Even the headquarters has moved to the suburbs of Beijing, and now Vanke is still returning to the boutique route to focus on several models in the hope of making a comeback, so now you see that these products may be the previous inventory home page, which should be the boutique that Vanke is now focusing on!

PS if you want to choose a product, you can click on a specific product page and then navigate there. Isn't there a similar home page > Men's wear > Jeans > Jeans trousers > Fanke jeans? Then you can click here to find all the categories, and you can choose them. I hope it can help you to adopt them by hand! O(∩_∩)O Thank you

Question 5: Did Vanke Eslite stop doing it? Fanke doesn't know how long it can last.

It seems that Fanke has fallen into a strange circle. Let's take the previous low-price route. The quality is hard to hurt. As it is now, I want to make a brand appearance. This corner is already turning, but it is difficult for consumers to turn. When Fanke turns around, consumers turn to other online stores. . . . .

question 6: what is the quality of Vanke eslite? VANCL (Vanke Eslite), founded in 27 by the founder of Joyo.com, covers seven categories, including men's wear, women's wear, children's wear, shoes, home, accessories and cosmetics, and supports cash on delivery, face-to-face fitting and unconditional return within 3 days in 11 cities across the country. Since its establishment six years ago, with its cost-effective clothing and perfect customer experience, Vanke Eslite has become the main choice for netizens to buy clothing.

question 7: why are things from Vanke eslite so expensive? Vanke Eslite is a first-line brand, and it is a first-line brand that takes a flat price line. For white-collar workers, this price is very reasonable. Maybe for some groups, the price is high. If you are a student group, it is normal for you to think that his price is high.

question 8: analyzing and comparing JD.COM, tmall and Vanke eslite, it is said that the hot online shopping at this stage belongs to tmall and JD.COM. Vanke eslite is now tepid, and JD.COM is self-employed, which is good, convenient and fast. JD.COM Mall in Tmall Root is not much different, but it may be more complete than JD.COM. Vanke Eslite only remembers canvas shoes, which is compassionate.

Question 9: Why can't Vanke Eslite's webpage be opened? vancl/...nInfo= Is this it? I can go to

Question 1: Why are T's on Vanke Eslite so cheap? To put it simply, he is a first-hand trader, that is, he produces and sells his own logistics, and all of them are self-contracted. Manufacturers and businesses directly cover many consumers, saving many links and innovating the traditional marketing model, so he saves a lot and directly benefits consumers. His T-shirt is of good quality, but be careful when buying it with a large size.