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VANCL: China's internet apparel giant

by Director of Product Management at App Annie, Beijing on Jun 14, 2012

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VANCL is China's leading internet-based apparel retailer. This detailed case study examines VANCL's digital marketing, branding, operations and financing. ...

VANCL is China's leading internet-based apparel retailer. This detailed case study examines VANCL's digital marketing, branding, operations and financing.

Though a market leader in China, VANCL remains largely unknown in the outside world. To date, much of what is written about VANCL is in Chinese, and much of this material omits important aspects of VANCL’s business model and operations.

There are several reasons for digital marketers and other eCommerce observers to take note of VANCL:
*VANCL will receive a multi-billion dollar IPO on the NASDAQ within the next 24 months
*VANCL currently ships to over 80 countries globally and is likely to emerge as a global apparel and internet competitor over the next two to five years
*VANCL’s product and marketing strategies are highly innovative and provide valuable case studies for other e-retailers

The following presentation draws together public research and comment to provide the English language reader with an “advanced primer” on VANCL and the Chinese market. It should be of use to digital marketers, electronic retailers and financial analysts beginning coverage of the firm.

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