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The founder of VANCL, Chen Zara, has been accused of plagiarism, similar to brands like ZARA and H&M. In a public forum, when asked about accusations of copying, he boldly responded, "Why is VANCL different?" This statement was seen by the public as an excuse, but also as a provocative remark. In fact, Chen's "unconvinced" attitude has been consistent for a long time. In an interview with ETTV, he said, "If I wanted to open a store, I would just breathe in ZARA, H&M, or UNIQLO. I would open across from them and not sell anything. People would see it every day and try it every day." His boldness was not just a momentary slip of the tongue; today, Eslite has the capital to be provocative.
In just three years, Eslite's sales grew from millions to 600 million yuan, and by 2010, it reached 2 billion yuan. A source from the Eslite Market told China Commercial Daily that in just three years, Eslite became a rising star in the e-commerce field, a real dark horse. However, behind the bright image lies hidden challenges. While Eslite has become a new banner for online operators, insiders point out that PPG, once a glamorous brand, is now just a fleeting meteor in the industry. The rapid rise of Eslite has many similarities to PPG, raising concerns among industry observers: will Eslite follow in PPG's footsteps?
According to recent e-commerce statistics, Eslite ranks among the top four in China's B2C revenue scale. From men's shirts to various clothing items, from online to offline, Eslite completed its transformation from hundreds of millions to 2 billion yuan in just three years, making it one of the leading players in the online retail space. Its growth has been impressive and confusing.
Professor Dong Yi Ren from Nanjing University Business School, in an interview with China Business Daily, analyzed that Eslite’s success lies in its effective marketing strategy. While many e-commerce companies focus on building quality brands, Eslite chose a large-scale traditional advertising approach, which opened up a new path for e-commerce development. According to Professor Chen Hai Chao from the China Brand Research Institute, Eslite's quick market capture is due to its successful advertising campaigns.
From the beginning, Eslite launched systematic advertising and promotions. Considering cost and user experience, it decided to use the internet for large-scale online marketing. The CEO confirmed that Eslite's online ads are overwhelming, and their investment in advertising has always been generous. One of the most sensational campaigns was the "Every Object" campaign, which helped build brand awareness. In April 2010, Eslite signed Han Han and Wang Luo Dan as brand ambassadors. Their advertising style quickly captured the attention of netizens, enhancing the brand's image and achieving high impact with low prices.
Eslite's marketing strategy focused on user experience, such as a 30-day return policy and free trial of products. This innovative approach gained consumer approval. Additionally, Eslite's logistics system is another key factor in its success. Unlike many online retailers who rely on third-party logistics, Eslite built its own logistics network, ensuring good service and customer satisfaction.
Despite its success, Eslite faces challenges. Quality issues and design plagiarism have raised concerns. Some believe that while Eslite appears successful, the underlying problems are just the tip of the iceberg. The biggest concern is whether Eslite will follow PPG's fate, relying too much on advertising and unsustainable growth.
Although Eslite claims to have sufficient funds, the reliance on heavy advertising spending raises questions. In 2011, Eslite planned to invest 1 billion yuan in advertising, signaling its aggressive expansion plans. Competitors like Dangdang are also entering the apparel market, increasing competition. Traditional clothing companies are also expanding into e-commerce, posing further challenges to Eslite.
With more players entering the market, the competition in 2011 is expected to intensify. Eslite must continue to innovate and maintain its competitive edge to sustain its growth.
September 28, 2025