Vancl Details 2013 Restructuring Plan
Sohu IT, 4/08/13
In an internal memo sent out on the evening of April 7, Chinese B2C clothing website Vancl announced that it will undertake restructuring efforts this year with an eye towards innovation, focus, and optimization.
Innovation:
1) Vancl will establish a mobile innovation business division under Luan Yi. The division will attempt to drive new growth in sales through new mobile internet technologies.
2) Vancl will step up the pace of its internationalization efforts. The former platform services division will be renamed the international expansion division, and will be headed up by Jia Jia.
3) Vancl's market promotions center has developed a results-guided, multi-channel promotions system that has had appreciable effects in driving overall sales for the company. The company's strategy center has developed a platform for sharing and promoting user-generated content. Both centers are headed up by Xu Xiaohui, former founder of apparel B2C Crucco.
4) In order to increase competitiveness, the home furnishings and decorations line from Vancl's #3 business division will be merged with the procurement functions of Vancl's #3 production center to form an independent home furnishings and decorations division under Wang Jin. The new BD will adopt a "whole-chain" operations model covering everything from product selections to sales.
Focus:
1) Vancl will split off its shirts line from the #6 BD to establish an independent shirts division under Pan Yong.
2) The knitwear line will be split off from the #6 BD and operated as an independent knitwear division under Zhang Jing.
3) Yan Xiaodan will take charge of Vancl's mobile handset BD, overseeing internet products including the mobile versions of Vancl and V+.
4) Luo Min will take charge of Vancl's supply chain center.
5) Shen Weifeng will take charge of Vancl's brand promotion center, public relations division, corporate culture division, and new media promotions division.
Optimization:
1) In order to increase efficiency, the former women's boots division will be merged with the #1 BD's women's shoes line.
2) Similarities between products offered under the #4 BD's hoodie line, #2 BD's dual-layer fleece and knit outerwear line, and #5 BD's polar fleece line have led to a degree of product planning overlap. The dual-layer fleece, knit outerwear, and polar fleece lines will be merged with the #4 BD's hoodie line.
3) The #5 BD's homewear line will be merged with the #4 BD's thermal underwear line.
Keywords: wireless Luan Yi overseas Pan Yong Zhang Jing Yan Xiaodan Shen Weifeng HR Xu Xiaohui Vancl apparel Internet strategy B2C Luo Min Wang Jin Jia Jia corporate restructuring e-commerce
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