Chen Nian, the founder of Fanke, who had been silent for many years, once again stepped out of the industry because of Lei Jun. Yesterday, in his personal annual speech, Xiaomi founder Lei Jun spent several minutes talking about his 28-year friendship with Chen Nian. He also introduced the impact of "Chen Nian's transformation to Douyin to sell goods" on him, and expressed the emotion that "50 is the age to make a breakthrough."


Text | "BUG" column Zhou Wenmeng

And with this sigh, Chen Nian's fate also quietly changed. The "BUG" column noticed that after Lei Jun's speech, Vancl Eslite quickly launched the "It's the age to break into" cotton printed T-shirts. In addition, in Vanke’s self-operated flagship store, a number of Lei Jun’s same models are also selling well. Fancl Eslite customer service and live broadcast room personnel revealed that the number of inquiries and purchases of Mr. Lei's same style of clothes today "surges".

The "BUG" column found that on the Douyin platform, Chen Nian also started a traffic model of "Lei Jun's Speech". Currently, the first 7 videos on Chen Nian's personal Douyin account, including the pinned video, are all interactive content with Lei Jun. Chen Nian even choked up after watching Lei Jun's speech and responded: "I feel unworthy, and my destiny has changed since then."

Launched multiple models of the same style as Lei Jun, and the traffic of "Lei Jun" has been crazy over the years

The "BUG" column noticed that in the display windows of Chen Nian's personal Douyin account "Fanke Chennian" and other accounts, the "It's the right age to break into" cotton printed T-shirts mentioned in Lei Jun's speech are now online. According to Vancl Eslite insiders, the product was launched yesterday. As of 15:00 today, 1,827 sets of this clothing have been sold through the "Fanke Chennian" account alone, and some styles have been "out of stock".


According to the live broadcast room staff, the white style of the clothes is currently sold out and cannot be purchased in the live broadcast room. In addition, in Chen Nian’s personal Douyin account and Vancl’s official VANCL flagship store, men’s clothing, sports shoes and other flagship stores, a variety of Lei Jun’s same clothes have also been online, and they have been prioritized and displayed in conspicuous positions.

On the "Fanke Chennian" Douyin account, Chennian also started a traffic-draining mode that wildly followed the popularity of "Lei Jun". The three top pieces of content in his personal work display area and the first four latest videos are all interactive content with Lei Jun, and are highly "rare".

Sales on 30 antennas exceeded 25 million, with Douyin contributing the main revenue

When watching the content of Lei Jun's speech yesterday, Chen Nian choked up when he heard that Lei Jun spent a long time introducing himself. He responded in a subsequent live broadcast: "He used such a large space to talk about Fanke, and he immediately placed me there. When I went live, I was very anxious and felt that I was not worthy. My destiny has changed since then."

However, in communication with the "BUG" column, Vancl Eslite did not respond to the number of orders and sales contribution brought by Lei Jun's mention.

A third-party data platform shows that within 30 days, the Vancl Eslite brand’s online sales were 25 million to 50 million, mainly through the Douyin channel. The "BUG" column found that on the Douyin platform alone, the "VANCL Chennian" Douyin account sold 100,000-250,000 in the past 30 days, and the cumulative sales of live broadcasts were 10 million-25 million; Vancl Eslite VANCL official flagship store has nearly 3 The cumulative sales volume of the live broadcast on the 0th day was 75,000-100,000, with sales of 5 million-7.5 million; Vancl Eslite VANCL men's wear flagship store sold 7,500-10,000 pieces in the past 30 days, with sales of 2.5 million-5 million. Excluding the sales of video content, Douyin platform sales in the past 30 days ranged from 17.5 million to 35 million.

On May 10 last year, the official flagship store of Eslite VANCL also ranked first on the Douyin clothing sales list.


There are 16 companies under Chen Nian’s name, 9 of which have been cancelled.

As a 28-year old friend of Lei Jun, Chen Nian co-founded Joyo.com with Lei Jun in 2000 and forged a profound friendship. Subsequently, he founded Vancl Eslite in 2007 and once became the leader of vertical e-commerce. In 2010, sales exceeded 2 billion yuan and more than 13,000 employees were employed.

However, as competition in the e-commerce industry intensified, Vancl Eslite began to run into operational difficulties. In 2011, the company suffered a loss of RMB 600 million and an inventory backlog of RMB 1.445 billion. Since then, Vancl has been in a situation of clearing inventory, product quality has begun to decline, brand image has also been affected, and it even owed a debt of 2 billion yuan.

According to Lei Jun, after paying off the debt, when Chen Nian decided to move the entire company to Hangzhou last year to transform into live streaming e-commerce, Vancl Eslite only had "three or four" employees. Vancl, which once had tens of thousands of employees, had "returned to zero" and started over.

The "BUG" column learned through the Tianyancha App that as of now, there are 16 affiliated companies under the name of Chen Nian (formerly known as Wang Wei), 7 of which are still in existence, namely Vancl Eslite (Beijing) Technology Co., Ltd., Beijing Vancl Shangpin E-Commerce Co., Ltd., Beijing Weidi Jingtian Technology Co., Ltd., etc. Chen Nian serves as the legal representative, executive director and other positions in the above companies, and the remaining 9 companies have been canceled or revoked.


In fact, when Fanke started to transform into live streaming and selling goods, it was not when Lei Jun mentioned "moving to Hangzhou to work". As early as April 2022, Chen Nian appeared in Li Guoqing's live broadcast room and cooperated with Li Guoqing to sell Fanke's clothes. But in the end, the live broadcast only sold 9 pieces of clothing, and sales were dismal.

It wasn't until April 18 last year, when Lei Jun responded to being accused of dressing up to imitate Musk and Jobs in a live broadcast, that he was wearing a T-shirt, jeans, and canvas shoes from Vancl, that the traffic of Vancl's live broadcast room exploded. In this regard, Chen Nian also said frankly: "Frankly speaking, he changed me during the live broadcast on April 18."

However, with the glorious era of vertical e-commerce gone forever, Vancl Eslite, which can only rely on Lei Jun's live broadcast to usher in a surge in sales and public attention, can regain its glory of the past?