"I think peony should dump hundreds of thousands of streets in Jay Chou. A hundred years later, everyone must remember Mu Dan, and Jay Chou must be rubbish. "

This person who dares to be so outspoken and scold Jay Chou in public is Chennian, the founder of Vanke Eslite.

aged

Ke Fan, I haven't heard that name for a long time.

Do you remember all the advertisements in Ke Fan?

Remember that "ordinary item" that was all the rage?

It was the most successful Weibo style in that year, and it was very popular in China. At that time, Vanke products were flying all over the street, with a market value of 20 billion.

However, in a few years, Vanke has experienced a roller coaster-like experience, from seven rounds of financing exceeding 400 million US dollars, with a valuation exceeding 20 billion, to investors without looking at it. The office building has moved from the top office building in the East Third Ring Road to the outside of the South Fifth Ring Road, and the number of employees has also increased from more than13,000 at the most to the current 180.

In 2005, PPG clothing created a domestic online clothing direct selling model, with products relying on OEM and sales relying on call center, which launched a subversive impact on the industry at ultra-low cost, and its "light company" model made the industry shine. In an instant, websites selling shirts are almost all over the country. In 2007, aged Vanke brewed.

As a latecomer, Vanke Eslite has become the first brand of Internet fast fashion in China at an alarming speed, and even changed the consumption habits of contemporary people in China. Vanke's earliest 29 T-shirts, 49 canvas shoes, Polo shirts, bra-T, etc. , quickly won the hearts of the public with low price and high quality. Equipped with full postage, 24-hour customer service, 30-day exchange and other services, Vanke Eslite has created the first wave of good reputation with its products and services.

For a time, Vanke Eslite became the darling of the capital circle, and received joint investment from Lianchuang Ceyuan, IDGVC Investment, Softbank Safran and Qiming Venture Capital. In 2009, in less than two years, Vanke developed rapidly with its leading technology, brand culture and cost-effective products and services, with the highest valuation reaching 20 billion yuan.

20 10, Vanke identified Han Han and Wang as spokespersons, creating a precedent for B2C industry image spokespersons. "Ordinary object", the national carnival on the Internet, has pushed Internet brand advertising to a climax, and it is also the most important battle for Vanke in brand promotion.

Advertising made Vanke expand rapidly, with sales of 65438+ billion in 2008 and 500 million in 2009. In 20 10, Vanke had more than13,000 employees and more than 30 product lines, covering clothing, household appliances, digital products, department stores and other fields. In that year, more than 30 million pieces of clothing were sold, and the revenue exceeded 2 billion yuan, a year-on-year increase of 300%.

Regardless of sales volume, brand valuation or market share, Vanke was firmly in the first place at that time, and no one could shake it. However, the rapid rise has also brought great vanity and delusion to Vanke.

From 20 1 1 to 20 12, Vanke began to expand its scale, increase its categories and expand its categories. In just one year, from the original production of shirts and shoes to more than 500 clothing channels.

In this way, Vanke's category has expanded to an alarming extent. Not only stockings, masks and canvas shoes, but also kitchen knives, chopping boards, mops and electric hot pots have been sold.

The rapid expansion of categories did not provide enough time for product polishing, quality control and production line selection. The madness of "selling by brand" has turned Vanke into a grocery stall, the quality of clothes is getting worse and worse, and customers are gradually moving away. And the result? It is a huge payment owed to suppliers. The inventory exceeding1400 million yuan is accumulated in 38 warehouses across the country, and the total loss in the year-end statements is nearly 600 million yuan.

As a result, Vanke has a situation of high debt and high inventory, and the company's capital chain is in danger of breaking at any time.

The core of brand is product quality, but Vanke's brand genes are not clear. Due to the emphasis on publicity, the backlog of suppliers for cost purposes leads to the lack of product quality and the loss of real combat weapons. In this self-destruction, the brand reputation dropped to a very low level, so that in 20 16 years, Vanke's advertisement was put on again, leaving people only "Vanke is still alive", but it was difficult to arouse the inner waves of consumers.

Can Vanke, which has experienced disasters, be reborn? People are watching silently.