Where is the offloading of the offensives?

In Vanke bought three lamps, a pair of snow boots, it took 84 yuan;

In Fanke bought two clothes, a pair of pants, plus a pair of shoes for a total of 264 oceans ...

Vanke Eslite launched the "Wholesaling in Winter with 200 Refunds of 200 RMB" on the 13th of this month. In the past few days, netizens competed to make bills on Weibo. Some netizens concluded that: Where customers can use the market 1 down jacket for money to buy 2 gloves, 1 vest, 1 shirt, 1 pair of canvas shoes, 1 sweater, 1 trousers, 1 down jacket. Some commodity prices are so low that the bargain hunters have been watching the dumbfounded. There are netizens joking: Where customers lower prices in order to get together before the end of the ticket fee.

Where is the offender's clearance

The price war that started from the Double Twelve, it was hard to understand what drugs were sold in the customer's CEO's aging gourd. Because at the 7th China Online Retail Annual Conference held at the end of November, when Chen Nian evaluated the current status of domestic B2C, it was pointed out that domestic B2C companies still rely on price competition in the development of more than ten years, and have not formed their own core competitiveness. . "Double 11 is at its core, is Tmall's win not a price war?"

But soon, Fanke joined the “Double Twelve” e-commerce price war: 99 yuan for down jackets, 68 yuan for wool sweaters, 59 yuan for snow boots, 40 yuan for over 200 yuan for the audience, and 300 yuan less for the audience. 80 yuan...... All Eslite launched the "Zero Maori" promotion on December 12th. After the Double Twelve, the discounts remained the same, which led to the single scene of the microblogging netizens posted in this scene.

Why are prices cut down within a few days? This also caused the dissatisfaction of the customer before the order: the express delivery is still in transit, the goods have devalued.

Browse the official website of Vanke found that in all promotional categories, the price of home products is the most exciting: a coral fleece bathrobe 19 yuan, a hair dryer 19 yuan, a frame 9 yuan ... so the impact of consumer nerve price estimates Not necessarily found in the wholesale market.

Yesterday, in the interview with reporters, the staff of the Eslite Public Relations Department Chen Chu explained the reasons: “While throughout the year 2012, Vanke has been cutting down categories that are not related to clothing, such as digital products, home appliances, and department stores. Some products sold below the cost price."

However, like the promotion of clothing items, Chen Chu believes that there are only a few full-size single products that do activities and the prices of most commodities are rational. And Chen Chu said that the 1.445 billion inventories that burst at the end of last year have been consumed for almost a year.

Aging: Catching up with the goal is Uniqlo

After the inventory incident was exposed, Vanke began to publicly state in the media that this year it began to shrink its business and re-clear its product line. The old age clearly stated that now the competition objective of all passengers is Uniqlo and fast fashion brands.

Aging has forwarded a microblog that the netizen “waits for waiting.” The content of this Weibo is a set of price comparison charts for customers and UNIQLO products: like the velvet cardigan, light and thin down jackets and other products are the main UNIQLO. The classic model, where the customer's price is almost twice as cheap as that. It is understood that the current supplier of fabrics for customers' down jackets is Toray Library's partner.

In the context of this year's apparel industry physical store is not tight, aging has revealed recently, where the first three quarters of the customer sales growth of nearly 30% year on year, in the Chinese market product sales have exceeded the Japanese fast fashion brand Uniqlo, and It is expected to make a profit in the fourth quarter.

In order to cut costs, Vanke has shifted some shirt orders to Bangladesh since last year. According to reports, besides having cheap labor, Bangladesh is also a big country in the textile industry. In terms of basic products such as shirts, slacks and sweaters, Bangladesh’s order cost is also about 30% lower than that in China.

At the end of last year, Vanke suddenly terminated its listing plan, and then many problems were exposed: up to 1.45 billion yuan in inventory, personnel redundancy, disorderly category expansion. Since then, the media disclosed that CEO's aging until he saw the warehouse was full of mops and rice cookers that could not be sold, they only learned that they could buy a mop on their own official website, and it could be imagined how chaotic the internal management was.

In the following 2012, Vanke's media image became a misunderstood child and he was rehabilitated.

On October 31 this year, Gan Jianping, a partner of Vanke Capital Partners and Qiming Venture Capital, said that e-commerce company Vanke Eslite has already prepared for US listing and is choosing to submit a prospectus. However, the official position of the guest is: For the outside world and the listing of things, where the customer is currently no news can be released.

The reporter believes that Gan Jianping, a partner of Qiming Venture Partners, reflects the operating conditions of Vanke Eslite to return to the right track, and also reflects the desire of investors to get cash on the market as soon as possible.

Consistent with this news rhythm is that during this time, the aging position in the media: Where the customer is expected to profit in the fourth quarter. It should be noted that Vanke has obtained six rounds of investment totaling 422 million U.S. dollars in the past four years, but has been losing money and burning money. In view of the bloody listing of Vipshop, the most pressing need of the customer is to raise the investor’s expected return.

In addition, Vanke seems to have found a more appealing story: It has to do online UNIQLO.