"Lost to Everywhere" Where Customer Success Ten Size Innovations

1. Transparency. From the very beginning, the company operated with a high level of transparency, which made it highly attractive to venture capital investors. This openness helped secure quick funding and laid a solid foundation for future growth. 2. Online Advertising and Targeted Marketing. On the day of its launch, the company received an impressive 1,982 orders, with 1,211 of them coming from online channels—accounting for 62% of total orders. Daily sales exceeded 300,000 yuan. By March 11th, the platform had already surpassed the daily sales threshold of 3,000 yuan. In February 2008, monthly sales were around 3 million yuan, and by March, they reached approximately 20 million yuan. 3. User Experience. In its early days, Vanke placed a strong emphasis on user experience. A unique detail was that all customer complaints and suggestions were directly sent to the inboxes of senior managers, ensuring that feedback was addressed promptly and effectively. 4. Packaging Strategy. The company’s outer packaging was designed to be both strong and durable, allowing customers to reuse it easily. It was described as “non-prominent but robust” and convenient to carry. Remarkably, the cost of packaging accounted for only 5% of the total cost, a figure that many B2C companies overlook as a potential area for cost optimization. 5. Return Policy. Instead of absorbing return costs into gross profit margins, the company allocated these expenses to market and brand development. This approach evolved into a public commitment: customers could inspect products in person, try them on without conditions, and return any product within 30 days if there was a quality issue. 6. Expansion Strategy. After reaching the limit of a single product line, the company quickly expanded its offerings. New categories such as women’s wear, shoes, and children’s clothing were introduced, broadening its market reach and strengthening its product portfolio. 7. Key Speech. On March 27, 2009, Chen Nian delivered a keynote speech at the 17th China International Garment Expo. As a new player in the apparel industry, Vanke was seen as a disruptive force. During the event, the company expressed its desire for collaboration rather than competition, signaling a shift in how it approached the industry. 8. Product Strategy. Products like bras, tights, and canvas shoes were among the first offerings. These items shared a common strategy: standardized entry into the market followed by personalized marketing approaches tailored to specific customer needs. 9. Celebrity Endorsements. The company gained significant attention after signing Wang Hao Dan and Han Han as brand ambassadors. Their involvement led to a surge in popularity, turning the brand into a household name across the country. 10. Design Crowdsourcing. Vanke implemented a benefit-sharing model to encourage creativity throughout its supply chain. Internally, the term “chaos” was often used, meaning that experimentation and learning from mistakes were encouraged. However, this “chaos” was always guided by a result-oriented mindset—only those efforts that delivered real value were truly supported.