VANCL is a B2C clothing e-commerce enterprise, which has quickly become the leader in the vertical B2C clothing e-commerce market in China since the establishment in 2007. Through the researches on the VANCL brand communication strategies, the author of this paper makes a concrete analysis of its strategies in the brand positioning, the advertising promotion, the public relations, the interpersonal communication and other aspects, and carries out the summary. On this basis, with the combination of the theoretical knowledge, the author of this paper makes a proposal on the brand communication of the current domestic e-commerce websites. According to the statistics of the "Report of the development of the electronic commerce in China" in 2012, the sum of the transactions of China's e-commerce reached eight trillion, with the year-on-year growth of 31.7%, among which the sum of the retail sales of the network was more than 1.3 trillion, with the year-on-year growth of 67.5%. At the same time, the e-commerce service industry, as the emerging industry in the past few years, was more than two hundred billion Yuan annually. In 2012, the sum of the transactions of China's online retail market reached 1.3 trillion. Because the electronic commerce broke the limits of the time and the space, which is conducive to the formation of a unified and standardized market with the big circulation, many of the traditional production and circulation enterprises take advantage of various resources, and begin to explore the online and offline collaborative operational models. Through the constant increasing of the investment scales in the e-commerce and the information technology, they make an attempt to quickly enter the field of the e-commerce applications. At this time, for these enterprises, the establishment of a strong brand is the primary task for them to quickly occupy the market. As can be found in the process of the researches on the brands of the electric commerce enterprises, the e-commerce sites in the recent years have obtained the rapid development with the continuous development of the network. Although the word brand in recent years has attracted much attention, many e-commerce enterprises in the brand communication lack the systematic management, and blindly deliver the advertisements with the lack of the purpose, and ignore the importance of the creation of the brand images. VANCL is different from the domestic general electric commerce enterprises, which built the positioning of the brand and the strategies of the vertical sales of the "Internet fast fashion", so that it developed a school of its own in the times of the electricity commerce. Although in the recent two year, there emerge many problems of VANCL, its perfect development from 2008 to 2011 and its achievements acquired in the brand communication and the shaping of the brand images made it the real star in the field of the electric commerce. So the author thinks that the VANCL brand communication strategies have its special research values. So the author of this article hopes to provide some theoretical reference for the brand communication in this field through the study of the VANCL example, on the basis of summarizing the advantages and disadvantages of VANCL in the brand communication strategies. The famous brand strategy expert Weng Xiangdong thinks that the brand temperament is a kind of the psychological feeling and the aesthetic experience of the consumers after hearing the brand, and the brand temperament also can be called the brand personality or the brand card. Most of the brand works define this kind of psychological experience of the consumers on the brand as the
