CEO: Buy LV And Sell Cabbage!

Old

A lot of money to hire celebrity endorsements, overwhelming advertising, and

"When a company enters an unfamiliar field, when the output is insufficient, the partners found are likely to have limited capacity, and the quality of commodities may not be guaranteed effectively."

10 billion yuan

If fan's sales reach 10 billion yuan this year, it will be 30 billion yuan in 2012.

100 billion yuan

In the next 5 years, customers will become a 100 billion yuan company in China.

Break through in 5 years

Billion yuan threshold

Just this month, Chen formally declared that the sales target of VCM is 10 billion yuan this year, 5 times that of last year.

In December last year, Chen said at the annual meeting of Vic's webmaster, the development target of VCM is 100% increase and sales volume of 4 billion yuan.

However, for the fast growth of VCM, the expectations for the company are also rising.

In January this year, in the "cool future" annual ceremony, Chen said that sales increased to 6 billion yuan and the growth rate reached 200%, while the new target of 10 billion yuan was 400%.

At the same time, Chen even made a 5 year development plan for VCM, which sold to 150 billion yuan.

Chen explained that the sales plan of VCM was adjusted continuously. The sales target set out 3 months ago was 6 billion yuan. After the Spring Festival, it was found that 500% growth was achieved in January and February, so this year's target should be raised to 10 billion yuan.

Frankly speaking, in the face of 8 billion yuan growth space, employees of the company are indeed more anxious.

Chen said that to achieve the goal of rapid development, not only the product line should be expanded, but also the pressure of the supply chain would be relatively large.

Although sales expectations continue to rise, Chen said frankly that Vic is not yet profitable, and is expected to show a deficit this year, but the margin of losses will be narrowed compared with last year.

If fan's sales are over 10 billion yuan this year, it will be over 30 billion yuan in 2012.

In the old age, the sales scale of VIC reached 30 billion yuan, which will achieve a good profit point.

That is to say, if the growth target can be achieved, next year, B2C will take the lead in getting rid of the loss of the industry.

However, Chen stressed that at present, the main task of VCM is to make the company bigger, not IPO at least two years.

Public information shows that sales of van keen guest last year were about 2 billion yuan.

Compared with this figure, the company will make substantial changes after it has sprint to reach 10 billion yuan this year.

This figure is flat with last year's sales of traditional clothing brands, Max and Lining.

Operation system

Hard target assessment

In 2010, van customer said that the sales scale had reached 2 billion yuan, and this year it further raised the target to 10 billion yuan. However, the rapid growth of the scale can easily lead to background supply chain problems.

Last year, Vic had suffered from this trouble.

Chen recalled that in May last year, there was a big increase in the scale of Vinci. However, the delay in the delivery of the warehouse resulted in a delay in the delivery of the products, resulting in continuous complaints on the Internet. Vinci even called the users every day hoping that the other party would cancel the order, which caused the customers to lose 40 million yuan of orders at once, and their reputation was damaged.

Chen said that this must remind Vic that after a certain scale, long-term planning must be made.

Last year, Fan Cheng's products from five hundred million or six hundred million yuan to 2 billion yuan will encounter some difficulties.

Now it will be more difficult to turn from 2 billion yuan to a ten billion scale company.

So whether or not the product is able to keep pace with it, whether the operation conditions can be followed is a very hard indicator.

"The cycle of product preparation is more than a month, and it is more than ten days at a fast time.

So, the rhythm of preparing marketing is basically a month.

If 100 thousand square meters of storeroom need to prepare for half a year, how many years are we going to prepare for 1 million square meters of storeroom? "

Old age emphasizes.

Another episode of snake eating elephants

Swallow LV

Turning to the dream of the future, Chen smiled and said, "I hope I can buy LV in the future, and then sell the same price as Vic. I also want to buy CONVERSE, and canvas shoes will sell for 50 yuan. This is what I really want to see."

Products are relatively inexpensive, and LV is a world famous luxury brand, with high-end people.

Chen Yan explained that it took 6 years to achieve more than 100 million, vant only used only one year, the next 5 years vant will be a company of 100 billion yuan in China.

He also expressed confidence in the future.

"Now there is no strength to buy LV, but it is not impossible."

Chen explained, "we are not arrogant. It will take about 5-10 years for everyone to buy LV. We have seen Lenovo acquire IBM's PC business and see Geely buying Volvo".