凡客迷失了自己

• 作 者: 李萧然 李琳
• 出 处: 财会月刊
• 发表日期: 2014年26期
• 关键词: 明星代言 钱荒 客从 淘宝 云端 于京 中年危机 供应商 业绩目标 一片狼藉

凭借明星代言、低价竞争和“凡客体”所引发的轰动效应,凡客诚品一度成为垂直电商的一面旗帜,是独立于京东、淘宝之外的又一大赢家。但随着IPO失败、高管离职风波迭起、拖欠供应商货款新闻的爆发,凡客从云端跌落。成立7年的凡客和它的创始人陈年,均已步入“中年危机”。在一场因“钱荒”而触发的自我反思中,凡客最

With celebrity endorsements, low-cost competition and “every object ” caused by the sensational effect, where the customer Esteem once became the banner of a vertical e-commerce, is independent of Jingdong, Taobao and another big winner. However, with the failure of IPO, executives leave the storm after another, the default payment supplier news broke out, where off from the cloud. The establishment of seven years of Vanke and its founder Chen Nian, have entered the “middle age crisis.” In a self-reflection triggered by “money shortage ”, where the most customers