Innovation is the core competitive power of intrepid

A web site that relies on clothing for profit, no disruptive technology, no revolutionary business model, nor a revolutionary product, has detonated a revolutionary power. Aging can answer a question: Can the application of innovation become a tough core competitiveness?

"China Entrepreneur Network" can the application of innovative ability become a strong core competitiveness?

I've been looking for cases and answers in this area lately, and that's how aging gets into my field of view.

From 0 to 2 billion, aging took less than 3 years. But the aging of the galloping let everyone look silly, 2008 Vancl sales revenue is 278 million yuan, 2009 VANCL sales revenue of more than 700 million-won the "2009 Deloitte High-tech, high growth in China 50" first, 2010 sales income aged estimated is about 2 billion.

A clothing site, there is no disruptive technology, there is no revolutionary business model, selling is not revolutionary products, but detonated a revolutionary power, aging relies on is a powerful application of innovation. Recently, with Vancl founder of a deep dialogue, because the article is relatively long, divided into up to two articles launched.

Aged this from 0 to 2 billion behind the story, but is n a little-known "application of innovation", aging said "innovation is nonsense", "nonsense" is also the use of the word one of the kingly way:

1. Transparent. October 2007 to December 2007, the founder of the Network of excellence in the creation of clothing E-commerce website Vancl, he will imitate is the rampant PPG. At this time of aging, the first to be fixed customer is venture capital. Aging made a small innovation-at the beginning of the company's operations, financial statements made very transparent, very much appetite for venture capital. For years of walking the Internet, this is a easy thing. Including the joint venture source, IDG and other risk investment quickly in place.

2, the first company gene: online advertising. February 26, 2008, VANCL vice President Zhong Hin received the task of increasing the network, made a small decision: 200,000 ads to the various web site Alliance, the former network of employees on this ropes. February 27 10 o'clock in the morning, Vancl ads began to appear on the website of the Alliance, beginning at noon, the network orders began to explode, Zhong Xin unceasingly through the mobile phone to the number of new orders. That night, aged got confirmed all sales records: February 27, 1982 single Day orders, network orders 1211 single, accounting for the total order of 62%, daily sales breakthrough 300,000 yuan. By the evening of March 11, VANCL has broken the mark of 3000 single daily sales. The most important thing is that this makes old understand the new gene of their own company: compared to magazines, newspapers, TV, internet advertising costs are the lowest, the effect of pulling sales is also the most direct, digital feedback is also the most timely. Figures also show that the February VANCL sales in 3 million Yuan, March has reached about 20 million yuan.

3. The second company gene: User experience. In the early days of the creation of VANCL, age was set in one detail: users ' complaints and suggestions were sent directly to all executives ' mailboxes.

March 2008, because the logistics can not with the front of the order to pick up the speed of goods, caused the user's censure. March 19, the internet began to release the old apology letter: March 13-16th, the VANCL site for several consecutive days on the delivery of delays to the user apology, while providing a compensation solution.

And this letter, also became VANCL another company gene: give full attention to the user's right to vote. Two years later, aging also mentioned the letter.

I ask: How does your whole system work in a deep understanding of customers, not just yourself?

Age: First of all, the first time in March 2008 to reply to the user, and the public reply, this is a very risky thing. Earlier, many management said that there is no need, maybe that thing laid the tone, laid the tone, it has become a cultural inertia. For example, the customer complaint proposal inside write very clearly, said that our products in addition to what the problem, a pair of shoes wear three days to degumming, this time I will not remind the product manager how, he will be very anxious to contact the customer, ask the situation.

I ask: This user-oriented, you think which state is better, is the bottom-up approach, or top-down approach?

Aging: Top-down Better, because the company will have inertia, you start to stress a lot of things, slowly when time is long, will be overwhelmed by other things. So sifting through the user-oriented stuff, sifting through the top-down reinforcement of the management layer, is a wave of reinforcement that will form a wave.

I asked: Mr Ren said that there was a lot of resonance in calling for a gleam of fire.

Guest: We certainly and Huawei this kind of situation is different, because Huawei does not face the terminal customer directly, we do not need to move, the user scold you every day you also want to move!

4. Outer packing box. Another place to spend a lot of thought is hard to understand, it is vancl of the hard leather box, the early silver-gray crust, looks very high-end, after several updates, replaced by the present Kraft paper packaging. This box is even known as the largest brand advertising, many consumers will be touched by this kind of box.

I asked him, "What do you want to make the consumer feel?" Upscale and standardized? ”

Old said, "I did not think high-grade, I hate plastic bag packaging, of course, clothing from warehousing must have plastic bags, otherwise in the rain wet words is a great loss, I said outside the plastic bag you want to do an environmentally friendly, non-woven packaging." I saw the Non-woven bag is very beautiful, that thing looks very expensive, in fact, not expensive, but warehousing more trouble. ”

"This experience actually increases your own troubles and costs," I said. ”

Old said, "but I must let the consumer open when feel comfortable, you are not installed in a plastic bag inside, to be installed in a non-woven bag inside." Our warehousing department has been fighting me, saying that the cost is 2% higher, I later told him this 2% you to me to the other departments, but they still keep fighting. Because I will use different names for products, if I take the product no Non-woven, I am sure to trace. ”

2008 6., July, VANCL box after several upgrades, reform, and finally stereotypes for Kraft paper style, with the old words "not publicity, and more robust, easy to carry." However, it is hard to imagine that the cost of aging on the outer package accounts for 5% of the overall cost, which is an astonishing figure.

5. Return and replacement policy. However, this year, aging has been in the company and a kind of old forces in the struggle, they are the core of the struggle between the return of goods policy. For a long time, including the Network of excellence, such as the website of the Business-to-consumer, are set up a heavy threshold, such as unpacking can not change, missed the return date can not change, even if it can be returned, but also to set some small obstacles. This is because the excessive return rate will affect a very hard indicator: gross margin.

I asked, "How did you solve the problem?" ”

Aging said: "Very simple, I will exceed the gross profit margin as the market costs, brand fees, by the brand department to carry this part of the cost." ”