Top of the Great Era

Chapter 1390
Vancl's headquarters is in the capital.

However, the capital is the administrative center, operation center, and Internet center. Zhou Buqi's main focus is the warehouse, so he came directly to the magic capital.

The domestic garment industry production circle is mainly the Yangtze River Delta and the Pearl River Delta.

Vancl's expansion is very fast, and its style of play is fierce and brutal. In just two years, it has established 8 warehouse centers across the country.This efficiency is much faster than that of JD.com and Dangdang.

however……

If the stride is too big, it is easy to pull the crotch.

At noon on the second day after arriving in Shanghai, Zhou Buqi took Ning Lu and met Lei Jun and his party at the Portman Hotel, including Chen Nian, the founder and CEO of Fancl.

In addition, there is also Chen Nian's executive named Gao Jianli, who is responsible for the operation, design, and management of clothing products. He was the president of Nike China before, and was recruited by Vancl with a high salary.

Sit down and have a cup of tea first and talk.

Zhou Buqi and Chen Nian met for the first time, so he had to introduce himself first.

Said that he used to be an editor of a book magazine, and after getting to know Lei Jun, he got financing from Jinshan and Lenovo, and jointly founded Joyo.It did so well that it was acquired by Amazon at a high price.

Chen Nian naturally became the senior vice president of Amazon China.

However, there are huge differences between him and the Americans in terms of business philosophy.

Then he resigned with a few little brothers.

First, I founded a virtual goods trading website "Woyouwang", which failed for two years without any results.Then start a business again, and you will be a fancier.

Zhou Buqi didn't need to be polite to him, "Is it related to PPG?"

"Well, inspired by PPG, started doing menswear."

"PPG didn't end well."

"It just so happens that Fanke can avoid the detours they took."

Chen Nian is very confident, and he is very optimistic about his entrepreneurial project, even a bit conceited.Looking at the assistant Gao Jianli next to him, his expression seemed a bit disapproving.

It seems that he is the big boss in the clothing industry, while Zhou Buqi is a pure layman who knows everything.

Well, this phenomenon is not surprising.

For general entrepreneurial projects, the entrepreneurial team asks grandpa to sue grandma for investment, and is obedient to investors without daring to offend them in the slightest.

Excellent entrepreneurial projects are different. The entrepreneurial team has the initiative, and investors are scrambling to squeeze forward.At this time, the entrepreneurial team will be proud, conceited, and pick and choose.Ziweixing was like this at the beginning.

For Vancl, Zhou Buqi is the investor.

Lei Jun smiled and said, "Vancl is actually Vancl Technology, an Internet e-commerce company."

Zhou Buqi frowned, "This is what I'm most afraid of!"

Chen Nian didn't understand why he, an Internet entrepreneur, was so pessimistic about the Internet, so he explained: "At the beginning, Vancl imitated the model of PPG, mainly selling by telephone. But in March last year, we completely gave up. The Internet is the only way to represent the next era. Clothing is a traditional industry, and starting a business in a traditional industry is like climbing a mountain. This process is long and difficult. But the Internet is different. Starting a business on the Internet is like surfing. Live, the height of the wave determines the height of the company.”

Zhou Buqi smiled and said: "It's a vivid metaphor, but... I can also hear it from your tone. Vancl's positioning is an e-commerce company, an Internet company. Vancl's products serve e-commerce. "

"Correct."

Chen Nian readily admitted.

It must be the Internet!
How can it be so easy to get financing for clothing?

You must follow the footsteps of the Internet in order to meet the tide of the times and do great things.

Then, Chen Nian explained the difference between Fancl and PPG. PPG spent hundreds of millions of dollars on advertising, but most of it was invested in traditional industries, such as TV stations, advertisements, and magazines. The main sales method was telephone, which was essentially a traditional industry.Vancl is different, Vancl is an Internet company.

Zhou Buqi is not an outsider, so he is not so easily fooled, "The Internet is a pocket, and you can put any name in it."

Lei Jun saw that he was very repulsive, frowned slightly, and explained: "This unique new e-commerce model is different from platform-based e-commerce like JD.com, Amazon, and Dangdang, and it is also different from the collection market like Taobao. This is a new e-commerce model with its own products."

Chen Niandao: "That's right, Vancl mainly sells men's clothing now, and women's clothing will follow next. We have already made an offline marketing plan and will launch the Vancl underwear series."

Zhou Buqi secretly sighed.

Of course he could see it.

The model of JD.com and Dangdang is to purchase goods from manufacturers and then sell them at high prices to earn the difference.Taobao is to establish a collection market, allowing merchants to come here to open stores and sell goods, and they charge booth fees.

Vancl is going to take a new way of e-commerce.

On Vancl's e-commerce platform, only one product is sold, and that is "Vancl" brand products.This also means that Vancl has to produce many types to meet the needs of consumers. Men's and women's clothing are only in the initial stage. In the future, there may be professional clothing, children's clothing, and even desk lamps, mops, socks, and shoes. , nail clippers, cotton clothes, hair dye, etc.

They want to make a whole category.

The general business logic is to ensure the brand and traffic of "Vancl", so that when users shop online, they can log in to Fancl and get high traffic.

Then, the chemical effects show up.

Even if some products of Fancl are not very good, but with Fancl's e-commerce platform and brand protection, users will choose Fancl as their first choice.It can complete the platform economy and use the platform to drive the sales of products.Rather than other e-commerce platforms, it is a product-driven platform.

It is only 2009, and the development of the Internet is still in a stage of rapid change.

From time to time, all kinds of novel ideas will appear.

In the field of e-commerce, the traditional model is to charge commissions to make profits, and Taobao has achieved success through model innovation.Why can't Vancl innovate further and be as successful as Taobao?

After Lei Jun left Jinshan, what he cared about the most was that Boss Ma, whom he rejected back then, had achieved great success in the e-commerce field.

Fancl is an opportunity to get back what belongs to you.

Including the later millet is similar.

It is also a continuation of Vancl's thinking.

The difference is that Xiaomi has learned the lessons of Vancl. There are not so many product types, the inventory turnover is more efficient, and it is more open. It will sell Xiaomi products on more different platforms, and even open offline in order to sink the market. The store follows the most traditional model.

But from the perspective of the Internet, neither Vancl nor Xiaomi is enough for the Internet. They are mainly manufacturing and supplemented by the Internet.

Looking at it now, Vancl's path is obviously going the wrong way.

Chen Nianhui is personally in charge of the Internet, and Gao Jianli is responsible for the clothing manufacturing business. This means the Internet is the mainstay, and the manufacturing industry is supplemented.

This is the biggest hidden danger of Vancl’s new e-commerce model.

After thinking about it, Zhou Buqi had a general judgment on the Vancl model, and said bluntly: "It is still necessary to focus on the product, supplemented by the model. The business model must serve the product. If the product quality is not good, the model will be difficult. Go through."

Gao Jianli disagreed, and said calmly: "Mr. Zhou, the clothing industry is different from other industries. Maybe selling mobile phones and computers is a product service model, and you are right. But clothing is different. As long as the model is advanced, poor quality clothing is the same. They can sell well. Chanel’s skirts are all disposable, and they will break after one wash. The quality is extremely poor, but it doesn’t prevent them from being luxury goods. A skirt is tens of thousands of yuan. Including Spanish fashion fast-moving clothing ZARA, ZARA’s clothes are of very high quality Okay? No, it’s bad, much worse than Smith Barney. But their model is advanced and their brand is better, so they can still sweep the market.”

Zhou Buqi nodded.

This makes sense. In the field of clothing, the most important thing is the brand, and behind the brand is the business model.

Gao Jianli went on to say: "Clothing is different from other industries. If it is milk and beverages, if the quality is not good, no one will buy it. If it is mobile phones and computers, the frequency of use is very high, and poor quality is prone to problems. But clothing is different. The frequency of use of clothing is very low. The average time a piece of clothing is worn in a year is 300 hours. If it is a fashion fast-moving consumer product, the time is even shorter. The price is cheap, and after wearing it for a year, the second I bought a new one every year.”

Zhou Buqi said: "But does Fanke only make clothes?"

Chen Nian smiled and said, "That's too far away."

Gao Jianli said: "In recent years, we will start with clothing, and then we will spread it out in an all-round way. We are a lightweight model, with only the marketing department, design department, call center and warehouse. There are no factories, equipment and stores. All manufacturing, The production business is outsourced. As long as the Vancl brand is established, in order to establish a long-term cooperative relationship with us, the quotation should not be too high and the quality must be guaranteed.”

I go!

It's really similar to the millet model, a bit impeccable.

That's right, the group of entrepreneurs of Fancl are also the best people, with big shots in the Internet and clothing industries sitting in charge, and Lei Jun is behind the coordinator.

In the basic business model, there will be no obvious loopholes.

Zhou Buqi thought for a long time before finally finding an angle, and said slowly: "There are many brands under Volkswagen, such as BMW, Audi, Lamborghini, Bentley, Bugatti, etc. The downfall of one of the brands will not affect other brands. The same goes for big companies such as Procter & Gamble and Louis Vuitton. However, the model of Vancl is too dangerous. All products are called Vancl, and even the e-commerce platform is also called Vancl. Once a small product has a problem, The whole brand fell down. Not enough pressure resistance.”

this is correct.

The ups and downs of Vancl later came into crisis, which is from this point.Chen Nian was born in the book industry and is a cultural person.After Fanke started to do it, he wanted to do more work, like launching a batch of Mu Dan's cultural shirts and printing Mu Dan's poems on the clothes.

This is nothing.

Love how to design how to design.

But during the promotion, Chen Nian's big mouth made a mistake, saying that Jay Chou is not even a fart compared to Mu Dan.This offended the young man.Originally, this batch of cultural shirts was only a small and negligible part of the products of Fancl, and it was no problem that all of them were unsalable.

However, all products are called Vancl.Because of a few t-shirts, the entire Fancl was destroyed.

The brand fell.

The 200 billion payment for goods was unsalable, and the supplier came to collect the debt, and it collapsed.

(End of this chapter)