How are you going to start from scratch and start a second time?
The guest who has faded the halo is still alive and living in a low-key manner. Even if he celebrates his 10th birthday this year, there is no celebration. It is still the same as the past five or six years, not to engage in large-scale new product launches, no longer use marketing methods. A mind is tied to the product. Therefore, in the past few years, there have been very few news and news about Vanke in the market. The silence of Vanke has even raised questions: Is the guest still alive? In fact, Vanke is still alive, it has its fans. Its audience also has its plans. Not long ago, the news about Vanke has increased, and its new business private customization has once again attracted the attention of the public.
The development track of Vanke is really confusing: in the heyday, the market value was 30 billion yuan, financing 7 times, with a maximum of 13,000 employees and more than 30 product lines, but it did not make money, and ultimately did not Listing. After the silence, the market did not make a valuation, and it no longer financed. At present, there are only 180 people left, so the customers are making money.
Only 180 people left to make money.
Today's Vanke headquarters is located in Yizhuang Libao Square, Daxing District, Beijing. Although it is not in the position of Guangqumen, which was the original headquarters problem, it is a problem compared with the Zhuangdong District which was even more problematic when it was moved four or five years ago. The Lippo Plaza, which is close to the Yizhuang Line subway, has been much better.
In fact, the change in the location of the client's headquarters also reflects the rise and fall of Vanke.
In 2013, Fanke Headquarters moved from Guangqumen, the center of Beijing, to the customer service center of Yizhuang East District in Daxing District. From then on, Vanke suffered a major financial crisis and then began a large number of layoffs. In the two years of Yizhuang East District, the staff of Vanke suffered from the inconvenience caused by the remote location, and the customers also experienced life and death considerations. In 2015, Vanke moved from Yizhuang East District to the current Yizhuang Libao Square. At that time, after more than two years of adjustment, Vanke spent the most difficult time, until 2016, Vanke’s founder Chen Nian declared that the debt of more than one billion yuan and the inventory problem of nearly 2 billion yuan. Have been resolved.
Liu Yilin, director of the Vanke Market Center, told the China Business Daily that Vanke’s headquarters occupied two floors of an office building in Lippo Plaza. There are currently 180 employees. The most important thing is that Vanke is now making money.
It is understood that in the heyday, when the employees reached the maximum number of 13,000 people, the market value reached more than 30 billion yuan. At that time, Vanke did not dare to declare that he was profitable. Now only 180 people have earned money. This makes people very curious about why.
Liu Yilin introduced that today's Vanke has made adjustments in the product structure, giving up some products that he can't control, leaving only the T-shirts, shirts, canvas shoes, household items and other products that have a good foundation. Pay special attention to shirt products. Since 2014, Vanke has released shirts. Since then, shirts have been a very important category for customers. Whether it is sales or user reputation, shirts are good.
Where customers have a stable customer base and put more thoughts on product development, "the consumer group is still after 80s and 90s, the consumer groups facing the shirts are more than 80s, another important product line canvas shoes, T-shirts, facing a younger consumer group. Where customers continue to conduct product research and development, such as Vanke's authorization from Japan's Kumamoto Bear, the launch of the Kumamoto Bear T-shirt is very popular among young consumers." Liu Yilin introduced.
In addition, Vanke also attaches great importance to the expansion of new channels. Liu Yilin said that Vanke will spend a lot of energy on the expansion of new channels. At present, Vanke's expansion in the third-party platform Tmall and Jingdong is very good. Vanke is more advanced in Jingdong's clothing ranking.
It is also worth mentioning that Vanke, who used to be very good at marketing planning, has few external marketing activities in recent years. Liu Yilin believes that Vanke mainly wants to use products to speak. Through word-of-mouth communication between users, word-of-mouth communication is highly effective, which is much better than doing hard and wide effects. Most importantly, it also saves on marketing costs.
"At present, customers are earning money. We have 180 people. The efficiency is much higher, the burden is much lighter, there is no burden of inventory and warehouses, and the past user base, our current operation is healthy." Liu Yilin said.
Private customization is completely different from Vanke’s original operating system.
Private customization is one of the big moves launched by Vanke after a few years of silence. Can the business become the highlight of Vanke? Liu Yilin, the person in charge of the project, is not sure, but also depends on the future development.
Liu Yilin believes that the current apparel industry has developed into a stage of private customization, users have this demand, and demand has spawned this market. In addition, the current supply chain has reached this level, the past factory can not receive such orders, and now it is ok. Not only the formal suppliers, but also other categories have reached the level of customization. Hats, sportswear, yoga wear, body-building underwear and other factories are all prepared.
It is understood that Fanke contacted the private custom business before the Spring Festival, and conducted an inspection, officially launched after the Spring Festival, officially launched on April 18 this year. Privately-tailored products focus on men's formal wear for high-end income people. “After the online appointment, the staff will come to the door to measure the service. Therefore, the Internet is only a product display platform, and there is an offline way.†Liu Yilin said that the on-site service is the work of the staff and their own employees. After the project, special employees were recruited. They have been training. After the job, they are still training and professional. Now the business has opened two cities in Beijing and Shanghai.
Liu Yilin also introduced the specific process of the private custom business: the customer fills in the personal data to make an appointment; after receiving the background, the customer will communicate specifically, confirm the time and place, and assign it to the dress consultant; the dress consultant communicates with the customer and prepares in advance. Fabric samples, sample clothes, etc.; dress consultants on-time to measure the size, for customers to choose styles, fabrics, etc., will also give recommendations for dressing and matching, and then place orders; when the goods are received, the consultants on-site delivery, let the customer be interviewed, There are inappropriate modifications.
As can be seen from the specific process of the private customized business, many programs of the business must be completed offline, which is different from Vanke's online business. Liu Yilin also said that private customized the entire operating system and where the customer is not the same, the next lot of work online, electronic business where the customer before operating system is not suitable for custom needs, completely redone.
Liu Yilin said that after more than four months of operation, the growth rate of private customized business is still in line with expectations. Three to four cities will be opened this year to open the business. The newly added cities have been identified in Chengdu, Guangzhou and Nanjing. There are 6 to 8 people in each city who specialize in on-site service.
In addition, Liu Yilin also said that the private custom business is also considering opening the line to meet the customer's offline experience service. In addition, it will gradually expand the category. In addition to the formal dress, there will be more categories added to the private custom, including shoes, casual sweaters, T-shirts and so on. Wherever customers have sold a lot of T-shirts, they are all standardized products, and private customization will introduce more personalized products, which will complement the regular products of Vanke.
However, offline service is not a good thing for everyone. It is a completely new field, which is also a new challenge for Vanke.
It is also worth noting that Vanke's private custom business is also facing homogenization problems. Private customization is not a new business launched by a company. Many clothing companies are doing private customization, and customers must make their own characteristics in order to gain a place in this field. In this regard, Liu Yilin said that Vanke's private custom business has its own development team, and the understanding of clothing is not the same. In addition to the control of fabrics and crafts, the designers have also added their own understanding, plus some domestic and foreign partners. Help, the personal customization of Vanke will be different. In addition, in the past 10 years, Vanke has sold 30 million shirts, all kinds of shirts have been done, and added customization on this basis, very confident.
Denim Pants, Jeans, Baggy Jeans, Baggy Pants, Capri Pants
Chaowei Four Seasons Garment Co., Ltd. , https://www.smockingdress.com