For an e-commerce platform, the risk of product packaging being crushed or damaged during shipping is significant. A
Shirt that costs 200 yuan could instantly lose its perceived value in the customer’s mind, leading to frustration rather than satisfaction. This negative experience doesn’t align with the website’s stated value, and it can harm brand loyalty.
No one wants to receive a wrinkled or crushed shirt when ordering online. Yet, if the packaging is just a plastic bag or a basic cardboard box, the fate of the item largely depends on the courier’s care—or lack thereof. For e-commerce companies, this issue goes beyond logistics; it affects the customer’s emotional response. A well-packaged product not only protects the item but also enhances the unboxing experience.
VANCL’s shirts are typically priced under 100 yuan, making them even more sensitive to any devaluation caused by poor packaging. From the CEO down to the staff, the company has made packaging a top priority. Their goal is to create a memorable unboxing moment—something that surprises and delights the customer.
This sense of surprise comes from small details that many customers might overlook. For example, VANCL’s “all-open-box†design was inspired by co-founder Lei Jun. The idea is simple: customers should be able to open the package easily without cutting through tape. Once opened, the shirt should be fully visible and neatly arranged, creating a positive first impression.
Unlike many e-commerce brands that use a “drawer-style†packaging method, VANCL aims for a more seamless experience. They believe that even a few seconds of effort to remove the inner packaging can reduce the excitement of the moment. Additionally, side placement can cause friction and damage, which is why they’ve adopted a more secure and elegant approach.
Inspired by the way smartphones are packaged, VANCL designed a “full-open box†that mimics the unboxing experience of a mobile device. This ensures that the customer feels as if they’re receiving something special.
Most clothing items aren’t easily damaged, so many sellers opt for plastic bags or standard boxes. However, for a brand focused on men’s shirts, maintaining the flatness and appearance of the garment is essential. The packaging must be sturdy enough to withstand transit while remaining discreet and professional.
According to VANCL, the cost of packaging per unit is around 4 yuan, which makes up about 5% of their operating costs. Despite this, the company continues to invest heavily in improving packaging, with every upgrade requiring personal approval.
All these efforts are aimed at creating a perfect moment for the customer. When the delivery arrives, the package is presented with care—opened gently and displayed neatly. Unlike other e-commerce shipments, where items may be tossed around, VANCL’s packages maintain their integrity throughout the journey.
In the warehouse near Beijing’s South Fifth Ring, thousands of carefully packed boxes are prepared daily. Alongside rows of shelves, the most striking feature is the neatly stacked boxes. There are over ten types of packaging options, including several flat cartons designed to perfectly fit each shirt. This precision helps keep the garments in optimal condition.
The warehouse operates like a factory assembly line. Every package goes through multiple stages to ensure accuracy. At the packing station, female employees select the right box based on the size and height of the item. This attention to detail ensures that nothing is overlooked.
Delivery couriers also play a crucial role. They must handle the packages with care, avoiding any damage from rain, impact, or deformation. If a customer is dissatisfied with the packaging, they can refuse the delivery. Each return not only costs money but also reduces the number of sales needed to break even. For Lei Jun and the team, even minor issues like this are unacceptable, which is why they dedicate so much time and effort to perfecting the packaging process.
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