Age: "new fan ke" the key is how to slow down

In October, vancl celebrated its 9th birthday and held a concert entitled "just like a normal song" in the centennial lecture hall of Peking University, which was attended by yiou. At the meeting, fan ke founder Chen nian told the story about "new fan ke" and Peking University and himself, followed by the performance of famous musician pu shu.

In his speech, Chen mentioned the concept of "new van" earlier. He said, where the front of the "new" word, is actually friends and users to give, is where after three years of radical adjustment to give people a new impression. "Quality + tonality + cost performance + richness = distinctive products = new fanke", he summarized all the connotation of "new fanke" with a mathematical formula.

Here, Chen nian refers to the three years from 2014 to 2016 -- three years after van gogh "narrowly escaped death". Before that, vancl had enjoyed great popularity. In 2010, when "everything" was popular, vancl's revenue exceeded 2 billion yuan, with a year-on-year growth of 300%, ranking the fourth in the industry. Also once in the red pole after the ambitious, blind expansion fell to the bottom of the valley, when the crisis, the outside world even with "every customer has died" to describe this once e-commerce legend.

Chen nian also reflected on van gogh's past in many interviews. "van gogh thoroughly realized what is fast." He laughed at himself. Reflecting on companies, he said, "what customers used to do was overcater to consumers for fear they wouldn't like it. The way we pandered was wrong. Reflecting on himself, he said, "I used to think that I was very good at financing, business and making money, but those are not my skills, just chance." After experiencing ups and downs, every customer finally found the right direction, for now and the future, Chen admitted that "those are fast results, the key is how to slow down."

And van gogh did slow down, or focus on refining operations. In the past three years, few high-profile visitors have appeared in the public eye. In addition to several new product launches and a controversial interview, compared with other e-commerce companies or clothing brands, people pay little attention to fanke. In the Internet age, most companies or brands are looking for exposure and presence. After all, consumers are forgetful. But for everyone, it doesn't seem to work. Learn the lessons of previous blind expansion, for the reconstruction of brand value, every customer carefully chose to start from the product.

"Our down coats are never made of drill down!" In the speech, Chen nian said this sentence and laughed himself. It is reminiscent of the old saying years ago that "all the clothes I ever made were rubbish". It can be seen that over the past three years, customers have become more assertive in their insistence on and change of products. Chen said, "every new product insists not to do cheap; The product adheres to the useful design, follows the principle of "what is said is done, what is said is done", and adds the element of "the right to speak" on this basis. Sincerity may be the source of the courage and trust of the ordinary people.

In addition, the clothing industry is closely related to fashion. While pursuing high quality, current consumers also pay more attention to diversification, personalization and brand tonality. To present fan ke, besides make richer and high grade product to move a user, new fan ke will make more innovation and change to distinctive product respect even in the future, ability grasps fan ke rhythm truly so.

In fact, throughout the entire e-commerce industry, vertical e-commerce focuses on market segments, has a deeper understanding of the industry and products, has more opportunities to make features, and meets the personalized needs of a certain user group, which has its market value. For every customer, there may be unique features in e-commerce and marketing methods, but more needs to be done to support the development of a brand.

At present, the entire e-commerce industry is in a stable period of growth, and the dividends of e-commerce are gradually disappearing. It is not easy for enterprises to make breakthroughs in such a trend. However, in the more segmented clothing field, the production and sales are still in a state of oversupply and shrinking profit margins. As an independent brand e-commerce in the vertical field, fanke has limited choices.

But at the same time, a good opportunity is that in such a rich era of commercial development, consumer demand is also increasingly diversified, no longer limited to the simple purchase of goods, but tend to choose good products, good service, comfortable experience. Judging from the current development status of fanke, if it can grasp the real needs of current consumers, let consumers really accept the brand, product quality and connotation, the road to rebuild brand value is not difficult to go.