This October, Vanke Eslite celebrates its 9th birthday, and held a concert with the theme of "Like an Ordinary Song" in the Centennial Lecture Hall of Peking University. Yiou was invited to participate. At the meeting, Chen Nian, the founder of Vanke, told a story about "Xinfanke" about Peking University and himself, followed by a performance by the famous musician Pu Shu.

In the speech, Chen Nianqiang mentioned the concept of "New Vanke" for the first time. He said that the word "new" in front of Vanke was actually given by friends and users, and it was a new impression of Vanke after three years of drastic adjustment. "Quality + tonality + cost performance + richness = distinctive products = new vanke", he summed up all the connotations of "new vanke" with a mathematical formula.

Here, the three years mentioned by Chen Nian are from 2014 to 2016 - the three years after Vanke "escaped from the dead". Before that, Vanke had a good time. In 2010, when "Fanke" was popular, Vanke's revenue exceeded 2 billion yuan, a year-on-year increase of 300%, ranking fourth in the industry. It also fell to the bottom of the valley because of its ambitious and blind expansion after the smash hit. The outside world even used "every customer is dead" to describe this former e-commerce legend.

Chen Nian has also reflected on Fanke's past in many interviews, "Fanke understands what it means to be fast." He laughed at himself. Reflecting on the company, he said, "Vanke's past practice was to cater to consumers too much, for fear that they would not like it. The way we catered to in the past was wrong. In the past, we were too quick and demanding." Reflecting on himself, he said, "I once thought that I was very good at financing, doing business, and making money, but those are not my skills, they are just coincidences." After experiencing ups and downs, Vanke finally found the right direction, and has a good understanding of the present and the future. , Chen Nian said frankly, "Those are all quick results, the key is how to slow down."

And Vanke really slowed down, or focused on refined operations. In the past three years, Vanke has rarely appeared in the public eye in a high-profile manner. Apart from a few new product launches and a controversial interview, compared to other e-commerce companies or clothing brands, there is very little attention to Vanke. In the Internet age, most companies or brands are looking for exposure and a sense of presence. After all, consumers are always forgetful. But it doesn't seem to apply to Vanke. Having learned the lessons of blind expansion in the past, Vanke carefully chose to start from products for the remodeling of brand value.

"Our down jackets don't drill down!" Chen Nian laughed after saying this in the speech. This is reminiscent of the old phrase "I used to produce garbage" many years ago. It can be seen that in the past three years, Vanke has become more assertive in insisting and changing products. Chen Nian said, "Vanke's new products insist on not being cheap; the products insist on useful design, follow the Vanke design principles that make sense and make sense, and add the element of Vanke's right to speak on this basis. "Sincereness may be the source of Vanke regaining courage and trust.

In addition, the clothing industry is closely related to fashion. While consumers are pursuing high quality, they also pay more attention to diversification, personalization, and brand tonality. For the current Vanke, in addition to making more high-quality products to impress users, New Vanke will make more innovations and changes in the future of distinctive products, so as to truly grasp the rhythm of Vanke. .

In fact, looking at the entire e-commerce industry, vertical e-commerce focuses on market segments, has a deeper understanding of the industry and products, and has more opportunities to make features to meet the individual needs of a certain type of user group. Market value. For Vanke, there may be uniqueness in operating 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 e-commerce dividends are gradually disappearing. It is easier for companies to make breakthroughs in such a trend. In the more subdivided clothing field, the production and sales supply exceeds the demand and the profit margin is constantly shrinking. As a self-owned brand e-commerce company in the vertical field, the choice of Vanke has become limited.

But at the same time, a good opportunity is that in the era of rich business development, consumer demands are also increasingly diversified, and they are no longer limited to pure commodity purchases, but tend to choose good products, good products Service and comfortable experience. Judging from the current development status of Vanke, if we can grasp the real needs of current consumers, let consumers truly accept the brand, product quality and connotation, it is not difficult to reshape the brand value.