Why Did Fans Fail? The Simplest Reason

At that time, when the fire was everywhere, the value of the company was as high as 60 billion, and the number of employees was up to more than 10000. At present, the development situation was so overwhelming that the development team was less than 400. What's the reason for the failure of a big company from a hot country? What's the reason for the failure of customers? Today, many tourists come to chat with you about the brand that once was a hit.
VANCL, founded in 2007 by the founder of excellent network, covers seven categories: Men's wear, women's wear, children's wear, shoes, home furnishing, accessories, cosmetics, etc., and supports 1100 cities in China, including cash on delivery, interview and 30 days unconditional return.
In 2009, all objects, 29 yuan T-shirt, Han Han and Wang Luodan together pushed everyone to the summit. In that year, customers sold 30 million clothes and sales jumped 400%, breaking 2 billion. Jingdong, Amazon and Dangdang become the fourth largest B2C providers in China. In 2009, van customer ranked 28% in the B2C of self produced and sold garments.
But on the eve of the "double eleven" in 2014, the AQSIQ announced the latest quality inspection notice. The results of spot checks showed that the pass rate of children's toys, clothing, footwear, back bags and small household appliances sold on the Internet was only 73.9%. Among them, netizens believe that "good quality and inexpensive" of all customers, a total of shoes, clothing, bags and other 11 batches of products boarded the "failure list".
Later, advertising fees continued to climb, and bad reviews were piling up. The rapid expansion did not bring sales growth, but brought huge inventory pressure. At the worst time, the inventory of van customers was as high as 2 billion.
Therefore, the outside world has always thought that the quality of products is an important cause of failure, of course, the exposure of CCTV also made the outside world have a great negative impression on customers.
IPO failed in listing, inventory backlog was serious, supply chain was broken, and overwhelmed customers, chose to start all over again. From the downtown office building to Yizhuang in the South Fifth Ring Road, the number of employees is less than 200.
In 2011, the loss of all customers in the first three quarters was 700 million yuan, and the sales cost accounted for 52% of the revenue, of which the market cost accounted for 28%.
As we all know, with the development of the Internet, the competition of electric business is particularly fierce, and how many electronic business platforms have fallen down. Even Taobao, Jingdong, and many spells are constantly looking for new models to devote themselves to enhancing consumer experience. Then, how can the customers who can not guarantee the basic product quality survive in the long run?
Customers believe that with the development of the times, people have more and more consumption choices from the initial satisfaction of food and clothing to the spiritual satisfaction, and the demand is also higher and higher. Only by taking consumers as the core and constantly upgrading products, services and experiences can we gain the recognition of users and survive in a huge competitive environment.