How Big Is The Circle Of Fans?

In 2011, close to the year end, there were two sensational news: first, the sudden large-scale layoffs of the US; two, the operation of all customers was questioned.

Do you know what the most frightening common points of these two companies are?

They all set up a "12th Five-Year plan", claiming that they will achieve sales of 200 billion and 150 billion in 2015.

When the United States said this, sales were close to 100 billion; Van guest At that time, sales were less than 3 billion.

All customers say this is giving capital. market Is it a big pie or a public relations department dereliction of duty?

There are only two ways to accomplish such a brilliant and heavy sales goal. First, let more people come in and buy two. The former wants all customers to sink the market focus, and to do the logistics layout in the two or three line market. This is what everyone is doing. It just needs enough time. After all, logistics is not simply doing more pages. The latter is to expand the category, increase SKU.

Chen has always believed that after spending a lot of advertising fees to get customers, it should expand SKU instead of just selling shirts and men's clothing, though they are more standardized. Therefore, the category of customers extends to men's clothing. Women's wear Shoes, Children's wear Accessories, home six main product lines. In 2011, even in the bold words, it even extended to bags, cosmetics and electrical appliances.

This is a very dangerous move for a very original clothing brand. It also means that the original positioning touches the sales limit of the existing market. At this time, customers are faced with such a choice: continue to adhere to the original circle, or walk out of this circle?

All customers chose to change their positioning from "selling clothing online" to "parity and fast fashion". From the warehouse of VIC, there are electric cookers, kitchen knives and even mops. We can see that Chen has planned to turn all customers into a channel brand (such as Jingdong) or a retail brand (like IKEA). Because of this, we can not accomplish 150 billion of the great cause.

But the problem is: consumers still think that customers sell shirts, T-shirts and canvas shoes. The best seller found in all kinds of trial and error is still inseparable from clothing shoes and hats.

Yes, it is not impossible to change the consumer's view of you, but it is also very difficult. Customers do not think that you sell books because you strongly promote the biography of Jobs.

Back to the product brand, what does 150 billion of the fast track mean? What is the fashion of the people everywhere?

This is a trade-off. Many enterprises feel dizzy in this matter and always want to have both. But how can there be such a good thing in the world? How can we expect a brand to kill with the improvement of living standards and the constant segmentation of the market?

And on the Internet, it is easier to form circles and word-of-mouth, which is the best hotbed for breeding personalized brands. Without saying that customers can't do 150 billion, even if they do, they will eventually be dismembered and eaten up by other subdivision brands.