Fan Ke Cheng: Innovative Business Thinking Of E-Commerce Clothing Brand

Fan Ke Cheng (Beijing) Technology Co., Ltd. was registered in Fengtai District, Beijing, in April 2005, mainly engaged in clothing product design, outsourcing production and direct retail business.

The company sells mainly through its own B2C business platform, www.vancl.com, which sells products based on its own brand "fan Ke Cheng pin" (English name Vancl, short for "all customers"), which covers men's wear, women's wear, children's wear, shoes and accessories.

Operation characteristics

(1) high interaction to create a consumer oriented fashion brand.

The operation mode of traditional clothing brand is mainly centered on the organization, procurement, production, marketing and evaluation of enterprises. The decision of enterprise development depends mainly on the analysis of market historical data.

In the high-speed flow of information,

Today, despite rapid changes in supply chain, traditional brands can satisfy consumers' needs to a certain extent. However, it is still a rough market strategy. There is a market corner and can not fundamentally change the operation mode of fixed sales.

With the high interactivity of the Internet, customers are integrating the design and marketing of products into the user's idea, creating an Internet brand operation mode of "providing customers with customers' platform and cultivating users' brand".

In the design of products, in order to make ordinary T-shirts full of personality and fashion sense, they become extraordinary.

Fan invited all the hundreds of users in various occupations to conduct interviews. Using the community function of van guest website to communicate with users, we discussed the views and opinions on the clothing design of all customers.

In addition, fans are widely cooperating with grassroots idols such as Han Han, Huang Xiaoming and good voice students in China to spread the fashion concept of everyone.

In terms of brand promotion, customers launched the "daring plan". The customer service platform provides users with the opportunity to open shop at zero cost. Users can display their own way of thinking in their own shops, express their opinions on clothes and dress, and share the dressing experience with their friends.

Ordinary users can focus on their favorite people, track their real-time updates, or apply to become one of them at any time.

Through the order reached by people's shop or shared link, the DA can get 10% of the order amount, and the delivery, logistics and after-sale links will be borne by customers.

From the product design to marketing promotion, all customers emphasize the participation of users, prompting users to feel that they are concerned with customers, paying attention to the users' ideas and making the users' personality obvious.

The concern for user appeals makes Fan Cheng pin become a truly consumer centric brand.

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When consumers choose products online, they can only make decisions based on the text descriptions and pictures provided by the website. The return of goods that are described by different objects can bring many bad shopping experiences to users. In order to improve the situation, customers have launched a "spot check on trial service".

That is to say, users can try them on in front of the courier when they buy goods from customers. If they are not satisfied with the size, material and effect of wearing, they can refuse to accept the goods and ask for a refund, so that users can enjoy the same or even better experience with shopping in the mall.

In addition, customers provide "30 days return", "door-to-door inspection" and "door-to-door refund" service.

In order to achieve the above shopping experience in a wider range of realization, all passengers self built logistics distribution system "like wind".

Because the third party logistics enterprises can only provide door-to-door service, and it is also difficult to cooperate with everyone to try on the spot.

Since its development, Feng Da has set up 22 distribution centers nationwide, covering a total area of 282000 square meters, covering all the key cities in the country.

The pportation network has more than 260 trunk lines and more than 500 branch roads, making it possible for the nationwide timely and convenient high quality distribution service.

Developing SASCS and improving supply chain management

During the "double 11" and other online shopping festivals, logistics explosion incidents frequently occur, and order processing capability has become a major challenge for e-commerce supply chain system.

Act as

E-commerce enterprises, relying on their own supply chain departments and IT departments, have independently developed an adaptive supply chain management system Self Adaptive Supply Chain System (SASCS).

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The functions of the SASCS system include providing more optimized solutions for garment production, providing a reasonable allocation plan for inventory and warehouse allocation, and providing sales forecast plan based on past data.

SASCS system makes clothing from

To production and pportation, until the "last mile" for users, more than 100 garment production suppliers order plan is formulated.

The products are pferred from production suppliers to hundreds of thousands of square meters of van store in China.

Each business department of the company can freely choose and build a supply chain management platform suitable for them according to their needs, effectively combining past customer orders and making better sales forecasts.

After improvement, the storage efficiency of van guest has increased by 50%, and the fastest 30 minutes can be shipped.

Through continuous improvement of process optimization, man hour control and other measures, storage center has carried out more than 200 renovation projects, such as order production batch scheduling system, dynamic inventory storage function, and so on, making the overall operation efficiency of warehousing increased by 50% over the same period last year.

Take a warehouse as an example, the shipment of 50 thousand single personnel from the past 500 people to more than 300 people can be completed.

When consumers purchase multiple orders, the sorting process of warehouses will be relatively complex, which requires more systematic management and personnel management of warehousing.

The main factor affecting the order batch processing efficiency is the aggregate degree of inventory location of all goods under batches. The smaller the batches involved, the higher the picking efficiency.

The on-line operation of SASCS has realized the automation of order processing, and the maximum degree of polymerization can be increased on the premise of guaranteeing the requirements of customers.

Since the implementation, the overall picking efficiency has increased by more than 15%.

Development planning

In the future development, first of all, customers will strive to improve themselves.

Ability, keep up with the trend, increase the scale of its own designers, design more and better new products into the market; secondly, customers will strengthen the merchandising system, pay more attention to product quality management; finally, pay more attention to scientific research when making new products.

At the same time, customers will continue to provide users with more convenient interaction platform, and integrate more ideas of consumers into product design and marketing.