Fans Will Open Platforms To More Traditional Brands.

Today, Old At the 2013 e-commerce Summit on shoes and clothing, it was the first time publicly announced that to open the platform to more traditional brands, the open platform will be launched at the latest in May and June this year.

Chen said that in 2013, some of the products that customers would not do and were not good at would be opened to traditional ones. clothing Brands, such as sports products that have been trying to do, are open to brands like Anta and XTEP. "We are willing to share the huge volume of daily traffic to the traditional clothing and clothing brands by buying 30 million of the actual customers. Before these brands feel that everyone is a competitor, but today we can cooperate, where we can not afford to be able to make more suitable brands to do."

Chen said the brand will be consistent with the location of customers. There are three points in the positioning of customers: they are enough fashion, cost-effective, and good service.

In just three years, all customers are selling. shirt Through the category expansion platform, and then to the brand, and then began to test the water platform - you can say that this is the entrepreneurial team is constantly trying and making mistakes, and is worth respecting, but in other words, it is not clear, not firm, always swaying.

Do you really want to be clear about this platform?

　　 First platform

At 9:18 on May 18, 2010, a new clothing e-commerce website Vjia (V+) was launched.

Zhuang Shuai, an e-commerce observer, analyzed in June 2010:

The V+ platform is to admit that there is a huge risk of failure in the sustainable development of customers. We hope to transfer this risk through this platform, and win the confidence and investment of shareholders (VC) for ourselves. At the same time, we can delay the development of our competitors. After all, Dangdang, excellent network, Jingdong network, and even the red kids have announced that they will march into the department store industry in an all-round way. If the product line of anyone is expanding again, the whole customer brand is facing the risk of "delisting".

After a year's development, the V+ platform has nearly 300 brands, and the average daily website traffic (PV) exceeds 10 million. The single day sales volume has exceeded 2 million on average, and the monthly sales volume has exceeded 60 million.

But such achievements are not important in the big platforms such as Taobao and Jingdong.

This platform: profit after inventory clearance.

In those days, at the same time as the platform was advancing, van guest himself was also trying to expand SKU, which resulted in a total inventory of 1 billion 445 million yuan at the end of 2011. In 2012, customers were forced to open up inventory and subtract the year, and insisted that they should return to the brand. But after finishing the inventory for a year, fan found that his brand's premium capability was gone.

Just cutting costs and squeezing supply chains is not enough to sustain the continued profitability and IPO of customers.

At this time, everyone looked back at the platform.

It is reported that V+ products have been connected to all customers since January 2013.

Recently, some employees have been transferred to a new project group similar to the "vip.com" mode, which indicates that customers may try to buy merchandise. Such practices are designed to make the volume of passenger traffic realizable.

In response to doubts about whether customers want to be a brand or a platform, Chen responded by saying that customers will remain steadfast in their own brand, and V+ is just a profitable supplement.

"When it clearly makes money, I do not spend my energy, and there is no need to abandon it in order to maintain the purity of my mode." Chen disclosed that the V+ platform has been profitable for four consecutive months, which surprised him greatly.

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　　 Van once called an example to learn.

In the report, Chen once thought that customers should learn from BELLE, a traditional brand enterprise. BELLE's mode is to develop its own brand plus channel platform. It owns ten independent brands and acts as the more than 10 major international brands, such as Nike, Adidas and new brun.

But anyone who claims to be China UNIQLO is still speaking.

In addition, the V+ platform gradually merged with the customer platform. V+ should take vip.com's flash buying mode.

Which pattern, which road, and which characteristics are hard to say to the extreme and the best.

Perhaps this is the idea of too many fans and years. And the direction of so many attempts, to a large extent, for the six round of these years to 422 million dollars to "pay".