基于进入壁垒分析凡客亏损原因

Analyzing the Reasons of VANCL’s Loss Based on Entry Barriers

在电子商务以其"轻资产"模式受到广泛欢迎的今天,凡客诚品---作为一支新锐迅速突起。然而,其发展模式模式受到质疑。分析发现,凡客诚品连续4年的亏损只是一个表面现象,所积累的沉淀成本是其目前为止处于亏损状态的重要原因。凡客诚品从产业布局的角度进行的产业链控制战略,通过规模庞大的广告支出以及自建物流体系,形成了凡客诚品自身的壁垒,已经为其未来竞争立于不败之地打下了很好的基础和保障。可以预见,凡客诚品将牢牢控制住电子商务行业的产业链利用输出点,其未来的竞争实力必然不容小觑。

VANCL grows rapidly as a new prominence nowadays when e-commerce is widely popular thanks to its light-asset pattern. However, its development model is questioned. It is found that the loss in four consecutive years is only a superficial phenomenon; the ac- cumulated sunk cost is an important cause of deficit till now. From the perspective of industrial distribution, VANCL carries forward an in- dustrial chain control strategy with huge amount of advertising expenditure and a self-buih logistics system, which has laid a good founda- tion for the success in future competition. It is predictable that VANCL will keep a firm hand on the industrial chain of output point, bringing about noteworthy prospective competitive strength for it.