A few days ago, there were media reports that Fanke Eslite’s CEO had revealed that sales of passengers increased by nearly 30% year-on-year in the first three quarters of last year.

According to the data previously published by customers, in the past three years, the sales growth of Vanke was approximately 250%, 285%, and 175% of the previous year. In other words, if there was no significant increase in sales of Vanke in the fourth quarter of last year, the growth rate of total sales in 2012 will be in double digits, which will also set a new low for the growth rate of Vanke since its inception.

However, from the current point of view, even if the customer's 2012 sales growth may be in double digits, but it will not be too ugly. Because at the end of last year, Vanke began the “crazy dog” type of dumped goods that was hailed by the media as it eventually led to the explosion of logistics. Aging had to carry out the third apology from the establishment of Vanke.

"This exceeds the imagination of the highest level of operations of all passengers." Aging said that this regrettable situation is caused by the lack of consideration by himself and the management of Vanke, and he publicly apologized for this. At the same time, he appeased that the Vanke supply chain and storage center have come up with an emergency record, optimize the efficiency of all aspects of the process, and started the expansion plan.

According to incomplete statistics, the first public apology for the first time of the year was March 19, 2008, and the second time was May 26, 2010. The reasons for the three apologies were delays in user orders.

The other side of the delay in ordering is the sale of products, but the apology for the third time due to the outbreak of logistics is difficult to be regarded as a marketing show, and it will not be seen as favorable by investors. Because all the long-stocked inventory of the customer off-line sale this time, there is an essential difference from the logistics explosion in the Double 11 Lynx Mall. In other words, this may be the last time a guest breaks out, and it is unlikely that this will happen again in the future.

Since 2010, in order to go public, customers have been eager to realize the traffic flow and sell everything. They have learned from Jingdong and Dangdang. For example, in order to increase the category, Vanke started selling rice cookers, mops, kitchen knives, etc. The total number of product categories was as high as 240,000. Due to the expansion of product categories, where passengers face multiple supply chain management crises, they are still unable to achieve profitability due to high inventory levels.

After the unsuccessful listing, the senior executives rethinked and the senior executives of Vanke also left Vanke under the background of the boss's reflection and hopelessness in listing. He also found that he had jumped to Jingdong's Wu Sheng and jumped to LeTV. Yang Fang et al.

It is reported that throughout 2012, where passengers have been cutting down digital, home appliances, department stores and other categories not related to clothing, many items are revoked after inventory is cleared. The reduction in category and the slowdown in sales growth mean that front-line personnel no longer need so much. This is also true of the fact that the situation of the layoffs of frontline employees is even more serious. Since August of last year, Vanke has fully contracted its wholly-owned distribution companies such as Fengda, reducing the number of cities operating express delivery from 26 to 6.

Today's Vanke is trying its best to make itself e-commerce, and strive to include itself in the brand business community. However, brands such as Li Ning, Peak, and Seven Wolf did not necessarily have a brand like Vanke. Because, where the advertising marketing of the customer for many years, has made the word "Wan" deeply entrenched in the minds of consumers, and "general" and "goods" are inherently a pair of contradictions.

But no matter what, Vanke can be a small brand maker who makes money, and he is not willing to do big electricity supplier that loses money.

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