Win Weekly: VANCL Eslite is where customers have a high-profile e-commerce site, VANCL cosmetics and VANCL Eslite where customers have to do?
Lu Xiaoping: VANCL clothing e-commerce in China is a recent example of very successful one, to learn from PPG by the model, and to introduce innovations in the development and optimization of the online shopping model of development, achieve rapid development. VANCL cosmetics and clothes in China VANCL independently owned trademarks of the respective legal rights, and the operator of the subject also belonging to different companies, there is no legal affiliation. In recent years, increasingly mature market environment, driven by domestic and foreign capital, the rapid development of Chinese e-commerce, e-commerce market in China in 2010 the turnover has reached 4.5 trillion, an increase of 22%. Which, B2B market turnover reached 3.8 trillion, the online retail market reached 513.1 billion yuan deal size. Purchase commodities in the network, has entered the top three retail sales of cosmetics, cosmetics online shopping market has a very large market space, we are very optimistic about the development in the area of electronic commerce.
Win Weekly: committed to developing e-commerce to become the first Chinese cosmetic brand, VANCL cosmetics e-commerce mode of operation where the customer with clothing, Taobao, e-commerce sites and other famous Dangdang What is the difference?
Lu Xiaoping: First of all, VANCL cosmetics is its own brand,vibram 5 fingers, its own e-commerce platform, we only sell our own brand, that VANCL cosmetics and associated products. In addition to the sale of its own e-commerce platform, we have launched the National Investment Taobao, Taobao, and so C2C platform through the sale of products, but also by the VANCL cosmetics to implement a unified management and service prices, which avoids the problems due to the quality of goods and services caused by online shoppers dissatisfied with the B2C and C2C successful integration. B2C and C2C both their own strengths, and each is short, why can not we combine the two mutually reinforcing it?
We are subversive mode of development of cosmetics online, pre-sales to multi-channel brand influence the formation of stimulating the development of online sales, the main official website promotion marketing and sales with Taobao, online and on the ground while promoting the formation of entity selling the full flowering of development. In the previous month trial run, there are Beijing, Guangzhou, Shanghai, introduced VANCL cosmetics cosmetics counters, and to achieve sales of several hundred thousand dollars, we will continue to promote this model.
online shopping hurdles to break
Win Weekly: VANCL cosmetics target consumer groups who?
Lu Xiaoping: VANCL cosmetics target consumer groups 18-35 years old often use computers to students and urban white-collar family. The reason to make this target consumer group orientation is determined by product features and business models in these two areas to decide.
VANCL cosmetics is one of the most important functions can effectively prevent radiation damage to the skin, this is our selling point of maximum product differentiation. Competition in the cosmetics market is currently very intense, especially for a new brand, if the product does not feature its own unique selling points and excellent quality assurance, can not be based on the market. VANCL cosmetics research and development, in addition to cosmetics, such as traditional as concerned about skin care and beauty features, the skin is also very concerned about the health of consumers, and fully meet the students often use computers and the needs of urban white-collar family.
VANCL cosmetic use of e-commerce business model, a higher acceptance of e-commerce is precisely the population of young students and the urban white-collar family, which in turn against the computer radiation and VANCL cosmetic product features consistent positioning.
Win Weekly: online store like counters, a shopping guide to provide consumers with professional consulting services, which the website design and website information presented higher demand, may I ask you is how to solve this problem?
Lu Xiaoping: This is all the e-commerce businesses face common problems. In recent years, online shopping rapid development, more and more people online to buy clothes, cosmetics, digital products, but also exposed the attendant problems: product real to the enemy, without prior experience, lack of field Enjoy the product after complaints that difficult problems can not be rights and so on. To solve these problems, and establish an influential brand, through good word of mouth to obtain consumer confidence is the key. Among them, ensure that the website promised product quality, reasonable control of prices, gives the user a good shopping experience is the competition winning the three magic weapons.
VANCL cosmetics to solve this problem, do web design and information management is the first step. We are in the process design is simple as far as possible; to view products and descriptions on the real, not exaggerated, without too much modification.
Win Weekly: cosmetic products with the fundamental difference is that the clothing brand loyalty, brand loyalty is high cosmetics. VANCL traditional channels in the absence of the development on the basis of well-known e-commerce, how to obtain the trust of consumers?
Lu Xiaoping: As mentioned earlier, just in order to gain the trust of consumers, give consumers a good shopping experience, we have a view on the product display and description of the real, the true building system video product description display product features, etc., are the way to win the trust of consumers. In addition, we believe that the excellent product quality and good service is the core of the trust of consumers.
round after three years of listing Dream
Win Weekly: Cosmetics is in the slow phase of e-commerce, international brands but also nearly two years, began to enter China, many local brands of domestic did not enter this area. Led to what is the cause of this phenomenon? What do you think of the current e-commerce space for cosmetics?
Lu Xiaoping: So far, China's e-commerce for over 10 years of history, the emergence of China, a total of more than 12,000 large and small, B2B,mac brushes, B2C, C2C models and other sites, of which, there are many cosmetics e-commerce site, Estee Lauder, Mary Kay, L'Oreal, Olay, Lancome and other famous international brands have opened e-commerce platform, and achieved good results for online shopping,mac makeup, domestic brands affordable herbs E-commerce is also very good. In the Chinese market, cosmetics, electronic commerce has been carried out in full swing, competition is fierce, is not virgin land.
However, Estee Lauder and other famous international brands are counter to prior art systems such as ground entities, based on store sales, due to favorable development of electronic commerce into the space, and affordable access to electronic herbal medicine and other domestic brands Business is also true; strawberry net is specifically e-commerce sales of various brands of cosmetics industry website. Currently, as far as I know, no known as a cosmetics brand cosmetics VANCL as from the date of birth on the use of e-commerce business model. Unlike other affordable herbal cosmetics VANCL from the traditional mode of transition to the ground to do e-commerce sales, but also from strawberry net sales of such online platform for the cosmetics industry, but fashionable exclusive online cosmetic brand, which has decided VANCL Cosmetics certain inherent advantages.
statistics show that domestic net purchases in 2010 reached 158 million subscribers and it is expected the next few years, the size will continue to rise rapidly. The cosmetic product category in online shopping, has been among the top three. The future, there will be more and more consumers choose to buy online cosmetics, cosmetics e-commerce space is very large, this is without a doubt.
Win Weekly: Do you want the future to the development of China VANCL cosmetics brand cosmetics e-commerce, are there any specific planning goals?
Lu Xiaoping: We will focus on talent team planning, product line planning, service system planning, investment planning and other aspects to achieve sustained and rapid development of cosmetics VANCL. Especially overseas venture capital support for our rapid growth into the blood. At present, two international investment companies to angel investors in the form of completed projects VANCL the first round of capital injection, with the cosmetics VANCL test run, a number of international capital, including new domestic investment institutions showed great VANCL Cosmetics interested, we will ensure that equity control based on the development needs of the timely introduction of international capital, bigger and stronger for our future to provide a strong driving force. Also need to note is that the current funding is not the question we have to consider.
plan in accordance with the present board of directors this year, the company's sales target of 5,000 million in 2012 sales target to reach 2 billion. The company will use about 3 years time, the number of sites over 30 million registered members, in the market,blackhawks jerseys, establish a strong brand image; in 2014, and strive to achieve a successful IPO market.
reporter observed free-riding venture
shortcut
this VANCL either-VANCL.
VANCL Eslite where customers successful domestic operations in recent years, the Internet fast fashion brand. Founder of aging on their own experience and resources to build e-commerce-led development model, used to pinpoint a network of young white-collar workers living in the city, targeted customers to develop suitable clothing, while establishing a clear brand image and efficiently brand of traditional and sales model. For a time, both large and small towns everywhere,
VANCl cosmetics trademark back in 2008, has been successfully registered, after two years of careful preparation, the beginning of the year in 2011, a grand debut.
the flow, which appears to be a bit tricky behavior.
course, in the early stages of the market, where customers chatting Eslite ride, as soon as possible to create awareness in the market, expanding market share. But it is also a double-edged sword. Where the customer itself has as cosmetic products, once the consumer to distinguish differences between the two may have been the feeling of deception, resulting in VANCL cosmetics mistrust. On the other hand, if the product where the customer problems impact on consumer confidence, consumers unknowingly, they may not trust this kind of cosmetic products to the VANCL.
Lu Xiaoping in the cosmetics industry for nearly 15 years of experience with senior people in the public and professional make-up cosmetics brand operators have accumulated a deep foundation.
online shopping especially for some commodities, such as audio books, clothing apparel. Cosmetics is a special commodity, because of higher customer loyalty, which is based on long-term loyalty on the basis of product experience. So are the establishment of the traditional cosmetics counter or store, according to the customer's skin by the Purchasing Guide and preferences for sales, or in traditional channels to create awareness on the basis of offensive e-commerce.
taken from the establishment of the beginning of the operating model of e-commerce, B2C, C2C models in parallel, VANCL cosmetics that a The road ahead is still the opportunities and challenges in parallel.
