Aging: User experience is not a cost, is a brand

Although in October 2009 just ushered in the "two years old", but the rapid growth of the VANCL has not been the founder of the year in the expected appearance. VANCL former "imaginary enemy" ppg already break away from the market, and it was positioning "men's brand", now not only sell women's clothes, stockings, even slippers and aprons are sold. 2 years ago, by virtue of the network during the outstanding experience of the business, as well as PPG and other companies in-depth research, aged selected "men" as a starting point for entrepreneurship again. "Before I did Vancl, I sold books on the internet, and I didn't have any costume experience," he said. "he joked. But when he today in front of us is a reasonable analysis of gross margin, cost-effective, men and women to wear aesthetic differences, has become a senior "costume Circle" boss appearance. Under his leadership, Vancl become a rich internet temperament clothing home brand, this cross-border not only let Vancl have a quick response, flexible responses to the Internet-style features, but also let Vancl these two years, become a traditional enterprise difficult to replicate the successful marketing of the Internet case. Born Q2 years ago, what do you imagine Vancl will be like? A I was thinking about a menswear brand. I spent a lot of money buying a shirt, so the first time I went to the factory to make a shirt, I was naïve enough to take my clothes and ask, "How much do you cost?" "Our original ideal is to make a men's brand that is really good quality and very cheap." Q Why do you choose menswear? A at that time ppg is very hot, we want to do business, we run to study it. I had friends in that company, so I knew better. Clothing is unfamiliar to us, but after the study we found that men's gross profit margin is high. Moreover, the first is to build a brand, brand can avoid platform competition, to ensure gross profit margin. Q "Vancl every customer sincerity goods" The birth of this name has any story? A think of the name, in order to easily with PPG contend, have friends gave me such advice: "Simply called PPC, and PPG looks very much like!" I was so angry that I said it was impossible. I think we need to be prepared, we do the long-term things, not too much attention to the immediate small profits. So you can see that the last Vancl name, including the way the logo is written, is really a deliberate result, and also represents the attitude of our work. Insist Q These two years VANCL development so fast, you feel the biggest competitiveness in where? Avancl such enterprises and "platform mode" is very different, such as the portal site may be more than who's content, traffic is large, excellence, when the platform and other platforms cheaper than who. From the first day of Vancl's establishment, its core competitiveness has been determined, and that is its brand. To maintain the brand there are many points, these points as long as there is a link problem, will bring harm to the brand. such as customer service, such as the entire process around the customer. Q in turn,Brand will make you very confident of the enterprise? A yes. In fact, many domestic clothing brands, although basically in foreign brands and local "no card" in the gap between survival, but even from the three or four-level, or even five-level market, slowly complete primitive accumulation later surrounded the city, as long as the insistence of their own market positioning and do thoroughly, basically is no problem. I never wore anta before, but now I admire it very much, because anta people tell me that they do not want to fashion, they will do the most sturdy shoes in China. They are now selling billions of yuan a year. VANCL because walk the website, come up is a first-line city, so the test is more grim. Our position is to put the high cost performance to the extreme, while the brand well, there will be no problem. Q In addition to the brand, VANCL in the year many men's Web site to lead quickly and constantly improve the advantages, what is the reason? A I think the team is also important. Do Vancl, you can say that I have before in the network of excellence to think that the middle of the backbone are all gathered over, no team can compare with me. The structure of the site after doing well, to today there is no problem; the whole shopping process, quickly made, to now also very good, this is also must have a full combat experience. We have always been a very imposing team. 2nd, focus. You originally do books, audio and video, want to hand-sell clothes, like books on the internet to sell, how can you sell it? All the strength of the team must be concentrated here, to do the sale of clothes this thing. [Page] Change Qvancl from selling shirts, trousers, to later selling shoes, women's wear, children's clothes, home, especially in this year there are many new attempts. Why? A because VANCL is a new brand based on the Internet channel, this market is also new, so what kind of expansion should be taken, before the benchmark can learn. In this process, users have a variety of needs, we will launch a number of products, in fact, to try to see what the market is like. Our initial position on VANCL is actually just a beginning, and now we are looking for a bond with the market through temptation. Q But this process, will not make VANCL this brand too generalized? A There is some controversy within us on this issue. The point we are trying to do is a bit messy, but in the end it's a good thing to do with a brand "package" or a brand, and we really don't have time to stop and think about it this year. For example, stockings, and the original product is obviously conflict, but the product arrived, we on the, do not thin. However, in various attempts, we do accumulate a lot of data and experience. It will make us more and more aware of what to do. Some products are very young and stylish and may be looking for a better team to give birth to a younger fashion brand. Q When will this matter be clearly read? A situation this year is that our estimates of sales capacity are inadequate. A lot of new products, we booked the estimated amount of one weeks sold out, butTake back 3 days to sell no, replenishment also too late. In this case, the data collected is incomplete. But by next year, the 3rd year of Vancl, we know more about the needs of our users. For example, in a certain category, highlighting the characteristics, preferences, what users like, we will have more experience and information available for reference. The road will be particularly clear next year. Gradually from bottom to top, a layer will be clear. Future Q that is to say, is vancl between the temptation and response user needs? A last year, some people said VANCL not support the end of the year, and some people said that not until the end of 2009, I said a ruthless words: "I just survived 2008 years, the brand will have a change from quantitative to qualitative improvement." "This change is going to be quiet, you know it exists, but you can't grasp it exactly." Even though Vancl has something clear in the 3rd year, from 3rd to 5th, I expect a very big (good) change in the process, and there will be terrible qualitative changes. This change is not what we are contributing to, it is the user's vote by foot. Vancl as long as follow the rules of the Internet brand, as long as not dead, there will be a great change. Qvancl in the apparel industry and the Internet are very deep, that its future positioning more inclined to which side? A I think, first of all, Vancl is a clothing brand. In other words, I would like to do it well and be willing to do it well in this time period that I can see. China for so many years, also did not have a seemingly cost-effective brand, and our team is interested in this. Many brands to virtual, said what noble, elegant, sports, and then we found that the international walk faster brand, are clear-cut, cost-effective, also do not talk to you about the concept of design, that is, more goods, cost-effective, nothing else. If VANCL can do that in China, I think I've done something pretty good. Q We see VANCL in the profitability, and constantly improve customer experience, services, such as unconditional return of 30 days, in fact, in the promotion of expenditure while raising the threshold of such enterprises, that is, in the "strong" rather than "big." Will this not be because the "enclosure" speed is not fast enough to lose some of the possibility of faster development? A I think Vancl's problem is not to run slowly, but to run too fast. You said to do the strong question, in fact we see, every tree a threshold, the user gives you the return is you can not imagine. This is a strange thing, you put a service out, as if to set a threshold, increase spending, in fact, the user is a geometric return. I learned this from Amazon, and then I didn't know where to find a word: "The user experience is not a cost, but a brand." "This sentence gave me a lot of inspiration, I firmly believe."