Lei Jun's collision with Musk has attracted attention
At the recent launch of Xiaomi Auto's new car, Lei Jun appeared wearing a black crewneck T-shirt, jeans and canvas shoes, which coincided with Tesla CEO Elon Musk's classic dressing style, which aroused widespread attention and heated discussions among netizens. Some netizens joked that Lei Jun was "imitating Musk", while others thought it was just a coincidence. Lei Jun himself explained in a later live interaction, "I accidentally bumped into my shirt".
He revealed that he was wearing a single item from the domestic casual brand Vancl. Many years ago, Lei Jun strongly supported Chen Nian to establish the brand of Vancl and became the "image spokesperson" of Vancl. Since then, Lei Jun has always liked to wear Vancl's T-shirts, jeans and canvas shoes, and has become a loyal fan of the brand. Lei Jun also laughed at himself, saying that some people used to say that he was imitating Jobs's style of dress, but in fact he was just wearing the most basic and comfortable casual clothes that engineers often wear.
The Vancl brand is back in popularity
As a domestic leisure brand that once attracted much attention, Vancl instantly became popular again under Lei Jun's words. That night, as many as 180,000 people poured into the live broadcast room of Vanke, and the brand was instantly pushed back to the forefront. Vancl also seized this excellent publicity opportunity and quickly launched "Lei Jun's same style" T-shirts, jeans and canvas shoes in the live broadcast room, and it was out of stock in a short time.
For the Vancl brand, its history is not smooth. In the mid-to-late 90s of the last century, Vancl was once one of the earliest casual clothing brands in China and had a high popularity among young people. However, after entering the new century, the development of Vancl has fallen into a bottleneck, and the brand influence and market share have gradually been eroded by other domestic and foreign brands. Now, with the help of Lei Jun's "accident", whether Vancl can reopen its popularity and regain its strength will be a question worth paying attention to.
Lei Jun and Chen Nian's deep friendship
It can be seen from Lei Jun's love for the Vancl brand that there is a deep friendship between him and Chen Nian, the founder of Vancl. In the late 90s, Lei Jun co-founded a company called "Excellence Network" with Chen Nian, and profited from it. At that time, Lei Jun was very appreciative of the old entrepreneurial concept and brand operation, and took the initiative to become the "image spokesperson" of Vancl. Since then, Lei Jun has always liked to wear Vancl pieces and has maintained this habit to this day.
It is the friendship between Lei Jun and Chen Nian that makes Lei Jun have a soft spot for the brand Vancl. In the process of the gradual decline of the Vancl brand, Lei Jun has always been its staunchest supporter and supporter. And this "shirt collision" incident also gave Lei Jun the opportunity to do a "unintentional willow" type marketing with the highest exposure for his beloved brand.
Can Vancl seize the opportunity to regain its strength?
This wave of "sky-high traffic" has brought unprecedented exposure opportunities for the Vancl brand. Whether we can truly grasp this opportunity and revitalize Vancl depends on the operational ability and innovation of Chen and his team.
Judging from the past development process, the reason why Vancl will gradually decline is largely because of the lack of innovation in products and the inability to keep up with the trend of the times. Nowadays, even with the help of Lei Jun's "accident" to gain a wave of exposure traffic, if the product quality and design concept still cannot keep pace with the times, it will soon be eliminated by the market. Vancl needs to re-examine its development strategy, inject more innovative elements into the brand genes, and improve product quality, so that Vancl can truly gain a firm foothold.
Vancl also needs to keep pace with the times in its marketing strategy. In the future, we must make full use of new media and live streaming to better capture young consumers. Although the opportunity is rare, whether it can be truly grasped requires hard work from the Vancl team.