This October, vancL ushered in its 9th birthday, and held a concert with the theme of

"Just like an ordinary song" in Peking University Centennial Lecture Hall, and EOU was

invited to participate. At the meeting, where the founder Chen Nian told the story of

"new where the customer" about Peking University and himself, followed by the

performance of famous musician Pu Shu.

In his speech, Chen Nian mentioned the concept of "new fan" for the first time. He said

that the "new" word in front of the customer is actually given by friends and users, and

it is a new impression given by the customer after three years of drastic adjustment.

"Quality + tonality + cost performance + rich = distinctive products = New Fan",

he summarized all the connotations of "new fan" with a mathematical formula.

Here, the three years mentioned by Chen Nian is from 2014 to 2016 - three years after

the "narrow escape" of the customer. Before this, where customer scenery, in the "where

object" popular 2010, where customer revenue exceeded 2 billion yuan, an increase of

300%, ranked fourth in the industry. It also fell to the bottom after the red pole because

of ambition and blind expansion, and the outside world even used "where customers are

dead" to describe this once e-commerce legend.

Chen Nian has also reflected on the past of where guests in many interviews, "where

guests thoroughly understand what is called fast." He laughed at himself. Reflecting on

the business, he said, "Where customers in the past was to over-cater to consumers, for

fear that they would not like it. The way we pandered in the past was wrong. It was too

quick." Reflecting on himself, he said, "Once I thought I would raise money, do business,

and make money, but those are not my skills, just chance." After the ups and downs,

where the customer finally found the direction, for the present and future, Chen Nian

admitted that "those are fast results, the key is how to slow down."

And where customer has really slowed down, or focused on fine operation. In the past

three years, where guests are rarely high-profile in the public vision. Apart from a few

new product launches and a controversial interview, Fanke has received little attention

compared with other e-commerce companies or clothing brands. In the Internet era,

most companies or brands are looking for exposure and a sense of presence, after all,

consumers are always forgetful. But it doesn't seem to work for everyone. Learning the

lessons of blind expansion in the past, for the reshaping of brand value, where customers

carefully choose to start from the product.

"Our down jackets definitely don't drill down!" Chen himself laughed after saying this in

his speech. This is reminiscent of the old phrase "All the clothes I used to produce were

rubbish" from years ago. It can be seen that in the past three years, where customers are

more assertive in the persistence and change of products. Chen Nian said, "Where

customer new products insist not to do cheap goods; Products adhere to the useful

design, follow the words of the material, the principles of customer design, and on this

basis to add the elements of customer discourse." Sincerity may be the source of courage

and trust for all customers to regain.

In addition, the clothing industry is closely related to fashion, and consumers now pay

more attention to diversity, personalization, and brand tonality while pursuing high

quality. For the current customer, in addition to making more high-quality products

to impress users, the new customer will also make more innovations and changes to

different products in the future, so as to truly grasp the rhythm of the customer.

In fact, looking at the entire e-commerce industry, vertical e-commerce focuses on

market segments, has a deeper understanding of the industry and products, and has the

opportunity to make characteristics to meet the individual needs of a certain class of

user groups, and has its market value. For customers, there may be unique features in

operating e-commerce and marketing methods, but more needs to be done to support

the development of a brand.

At present, the entire e-commerce industry is in a stable period of growth, and the

e-commerce dividend is gradually disappearing, and it is not easy for enterprises to

make breakthrough progress in such a trend. In the more segmented field of clothing,

or production and sales oversupply, profit margins are shrinking, as a vertical field of

independent brand e-commerce, where customer's choice has become limited.

But at the same time, a good opportunity is that in the era of business development to

today's rich, consumer needs are increasingly diversified, no longer limited to the simple

purchase of goods, but tend to choose good products, good services, comfortable

experience. From the current state of development, if you can grasp the real needs of

consumers, so that consumers really accept the brand, product quality and connotation,

the road to rebuild brand value is not difficult to go.