Tags: ,,.

在凡客最鼎盛的时候,还认识数位凡客的高管朋友,随着该企业淡出神话,这些朋友已然都不在那了。

最近凡客又再度回归视野,但是这次是因为拖欠供应商账款的事情。早在2011年的时候就有过爆料说凡客发生库存危机,拖欠账款。

凡客从神话变成了笑话,凡客出问题了,问题出在哪儿了?

有人说是凡客产品质量差,供应链不行。那么东哥要问,难道从07年到2011年那几年的产品质量就很好?

有人说是营销不行,低价品牌形象伤害了凡客的可持续性成长潜力。那么东哥要问,从07年到2011年,从零到30亿不正是证明了凡客的营销能力极强吗?证明了凡客定位草根精神的品牌胜利么?

有人说凡客的用户体验不佳,不能持续关注用户利益,这个是陈年自己承认的。但东哥要问,从07年开始陈年就一直强调用户体验第一,甚至不惜代价自建如风达物流,七天自由退换货政策更是史无前例。不客气的说,凡客对用户过于溺爱了。

雷军与陈年对话录,似乎让人耳目一新,似乎陈年要学习雷军,学习怎么做小米精神。

凡客和小米能够短时间取得这样的成就,都得益于一点,信息的非对称性,让用户认同自己是性价比最高的商品。这点陈年和雷军的看法是一致的。用户体验第一,也是陈年一直所强调的。只是服饰行业竞争过于激烈,不仅线上的草根品牌多得不得了,传统品牌也在线上疯狂甩尾货,凡客的商品自然没什么竞争力了。

如果2011年凡客不拿2.3亿美元的F轮融资,不把目标从60亿激进地提升到100亿,凡客也无今日之痛苦。当时在激进的策略指导下,疯狂扩品类,疯狂地增加库存,但是销售并没有跟上,导致三季度的时候,库存激增。只得迫使凡客低价甩卖处理库存,如此又伤害了品牌。显然在2011年凡客出现了重大的战略失误,节奏踏错了。错误的把年度增长目标调高至5倍100亿,而非之前的60亿。从这个意义上来说,凡客被资本“绑架”了。那时缓一缓,集中精力搞供应链和内部管理,日子要好过得多。

即使凡客过去两年原地踏步,现如今势头正茂的那几个淘宝品牌,仅从规模而言,还是无法超越凡客。互联网品牌时代才刚到来,陈年即使把凡客推倒再来还依旧有机会。

东哥以为:凡客的最重要的经验教训就是,创业企业不要被资本绑架,踏对自己的节奏。被资本绑架而迷失的优秀电商,不胜枚举。成也萧何败萧何,也给那些想拿以及拿了资本的钱的电商提个醒。公司的节奏一个是要跟着市场的节奏走,二是要看自身的能力。

人定胜天这样的事情是不存在的,顺势而为,这个也是雷军说的,但雷军好像忘记了强调给陈年。

—————

iDoNews 长期招聘有志于从事互联网科技媒体行业、并愿意不断提高自己的层次和档次的记者/编辑/运营,我们会花很长时间物色真正具有一流水平的小伙伴加入。有意者投简历至:xiaoo.sem@gmail.com。


68条评论

  1. I cannot thank you enough for the article. Awesome.

  2. 天富民具有准确判断市场价格运行趋势的技术储备…

    天富民具有准确判断市场价格运行趋势的技术储备,点击链接进入 http://wxtfm.cn/index.php?_v=preview&_m=mod_article&_a=article_content&article_id=293...

  3. YYMGmG Im thankful for the blog article.Thanks Again. Will read on…

  4. A round of applause for your blog post.Thanks Again. Want more.

  5. I really liked your article.Really looking forward to read more. Much obliged.

  6. Really appreciate you sharing this post.Really looking forward to read more. Really Cool.

  7. Major thankies for the post. Really Great.

  8. Muchos Gracias for your blog article. Great.

  9. Im thankful for the article.Really thank you! Will read on…

  10. I really liked your article post.Much thanks again. Will read on…

  11. Major thankies for the article.

  12. Im obliged for the blog.Really thank you! Really Cool.

  13. Really enjoyed this blog post.Much thanks again. Fantastic.

  14. Wow, great article.Really thank you! Really Cool.

  15. I value the article. Keep writing.

  16. I really liked your post.Much thanks again. Really Great.

  17. Looking forward to reading more. Great post.Really thank you! Much obliged.

  18. Thanks so much for the blog.Really thank you! Great.

  19. I truly appreciate this post.Much thanks again. Cool.

  20. Major thanks for the blog article.Really looking forward to read more. Really Great.

  21. Really appreciate you sharing this article post. Really Great.

  22. Wow, great article post.Much thanks again. Awesome.

  23. Great blog.

  24. Thank you ever so for you article.Thanks Again. Great.

  25. Very good article.Really looking forward to read more. Really Great.

  26. Very neat article post.Much thanks again. Really Great.

  27. I cannot thank you enough for the blog article.Much thanks again. Great.

  28. Thanks-a-mundo for the post.Much thanks again. Will read on…

  29. I really like and appreciate your article post. Really Cool.

  30. Really appreciate you sharing this article post.

  31. Thank you for your article. Really Great.

  32. Great, thanks for sharing this post.Much thanks again. Really Great.

  33. Major thanks for the article post.Really looking forward to read more. Fantastic.

  34. Thanks-a-mundo for the article.Really thank you! Awesome.

  35. I cannot thank you enough for the blog post.Thanks Again. Great.

  36. Looking forward to reading more. Great blog article.Really looking forward to read more. Want more.

  37. Really enjoyed this post.Thanks Again. Really Cool.

  38. I am so grateful for your article.Thanks Again. Great.

  39. Thanks so much for the blog article.Really looking forward to read more. Keep writing.

  40. Appreciate you sharing, great post.Much thanks again.

  41. This is one awesome article post.Really thank you! Really Great.

  42. A big thank you for your blog post.Thanks Again. Awesome.

  43. Looking forward to reading more. Great blog post.Thanks Again. Cool.

  44. Muchos Gracias for your article post.Really thank you! Much obliged.

  45. A round of applause for your blog article.Really looking forward to read more. Really Great.

  46. Thanks again for the post. Fantastic.

  47. Thank you ever so for you blog post. Great.

  48. Say, you got a nice post.Thanks Again.

  49. I cannot thank you enough for the article.Really looking forward to read more. Cool.

  50. I value the article post. Keep writing.

  51. I truly appreciate this blog article.Really looking forward to read more. Cool.

  52. Say, you got a nice blog article.Much thanks again. Keep writing.

  53. Great, thanks for sharing this blog post.Much thanks again. Great.

  54. I value the article.Really looking forward to read more. Will read on…

  55. Enjoyed every bit of your blog.Thanks Again. Keep writing.

  56. Very neat blog post.Really thank you! Really Great.

  57. I really enjoy the blog.Really thank you! Will read on…

  58. Say, you got a nice article.Really looking forward to read more. Fantastic.

  59. I cannot thank you enough for the blog post.Really thank you! Cool.

  60. I am so grateful for your article.Thanks Again. Cool.

  61. Thanks for the article. Want more.

  62. I really liked your article.Really thank you! Cool.

  63. Awesome article post.Much thanks again. Fantastic.

  64. I really liked your blog.

  65. Say, you got a nice article.Really thank you! Really Great.

  66. A round of applause for your blog post.Really thank you!

  67. Thanks for sharing, this is a fantastic blog article.Thanks Again. Fantastic.

  68. I really liked your post.Really thank you! Really Great.

发表评论

评论也有版权!

无觅相关文章插件