"VANCL founder and CEO Chen Yinian recently unveiled V+, a new fashion e-commerce platform under the domain vjia.com, marking a bold step into the competitive online apparel market. The site was launched on the 18th and is currently in trial operation, with a low-key approach that contrasts with its ambitious goals. 'We want to create an online version of Sanlitun Village and Xidan Joy City, offering Chinese internet users more fashionable choices,' Chen stated.
According to insider reports, Chen has invested over $50 million in the V+ project, backed by several investment institutions, aiming to build what they call 'the Amazon of China's fashion industry.' The platform already features major brands such as Nike, Adidas, Lee, G-star, Mark Waffi, IZZUE, KAPPA, New Balance, and Aimo, with more than 60 sub-brands in the lineup.
The move is expected to shake up the online apparel sector, intensifying competition among e-commerce players. Industry observers believe this could lead to a new wave of changes, pushing existing platforms to innovate further.
Interestingly, V+ was created in response to user demand for more offline brand options, which led Chen to establish this independent platform separate from Vanke Eslite. Several international brands are either already on board or in the process of evaluating their participation, depending on how V+ performs after launch.
Analysts note that the online fashion market is growing rapidly. According to recent research, clothing has become one of the fastest-growing categories in e-commerce, surpassing books and electronics. In 2009 alone, online clothing sales reached approximately RMB 64 billion, with 86 million consumers making purchases—two-thirds of all online shoppers. As more people gain confidence in online shopping, the share of apparel bought online continues to rise.
While some experts see potential in V+'s unique positioning, others remain cautious. International analyst Cao Fei pointed out that competing with Taobao, which already dominates traffic in the fashion space, will be challenging for V+. However, with the right strategy and continued innovation, V+ could carve out a strong niche in the ever-evolving world of online fashion retail."
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