For a while, because of public opinion.

It's always in the public eye.

Vip.com, which recently released its first quarter earnings report, is not only worse than expected in terms of earnings and revenues, but also led to a fall in share prices.

It is reported that in the first quarter of fiscal year 2016, vip.com's revenue rose from 8 billion 612 million 700 thousand yuan in the same period last year to 12 billion 169 million 100 thousand yuan, but revenue growth has slowed down from 65% growth in the fourth quarter of fiscal 2015 to 41%.

The above data are inferior to market expectations, and the group is expected to be 123 to 12 billion 800 million yuan in the two quarter, still inferior.

12 billion 810 million yuan.

In addition, gross profit margin in the first quarter of the year

For 24.3%, compared to the same period last year, the same period fell by 60 basis points.

The operating profit in the first quarter was 47.9% to 765 million 200 thousand yuan a year, but the growth rate was 96.1% in the same period last fiscal year.

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For the sensitive word "selling fake", the brand always wants to never relate to them.

Vip.com and jumei.com, who have been at the cusp of the recent wave, are hoping to remove this very bad label by another way.

Last Friday, vip.com invited Jay Chou to endorse, and at the same time opened a speech show with great fanfare.

And despite this gimmick's opening show that attracted many fans from Jay Chou, did vip.com have its own expectations?

Actually, the position and appointment of the name "chief surprise officer" has been used by vip.com's friend jumei.com, but the name and the way of operation are different.

Jumei.com has hired Han Geng as spokesperson. At the same time, he will also become a shareholder in jumei.com. When jumei.com was listed, Han Geng would ring IPO as a shareholder.

Therefore, this practice of vip.com is not new.

Facing the situation that share prices have been weakening and plummeting in the past year, vip.com's star pulled the star's intention to beautify the brand's vilified image.

The key to winning vip.com's turnover lies in how to build up the confidence of consumers in the brand and strictly control the quality of products.