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Age Of Customers: Good Products For The Return Of Nature

2012/12/7 14:12:00 51

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"the core of our brand is product. High quality products plus good service are the core of the brand.

Without these, brands are nothing.

In the face of the cold wave of vertical electricity providers, < a href= "http://sjfzxm.com/pioneer/" > Chen < /a >.

As the winner of "the most influential business leader and business new award" in 2010, he quickly reinvented the light company, repositioned the fashion and launched an online revolution.

He became one with the 80's and 90's, and he served the wider middle class.

according to the latest news in front of Chinese entrepreneurs, Mr. Chen, founder and chairman of VIC, has confirmed that he will attend the 2012 (eleventh) annual meeting of Chinese enterprise leaders in Beijing on December 7th -9.

< < a href= > > > http://sjfzxm.com/news/index_f.asp > > /a > /strong > /p >.

for the old age, 2012 was the year when he founded Vic five years.

During this year, there were several large-scale operations in the electronic commerce industry. However, no one in the camp of the war could find anyone's shadow, so that people even thought that the ordinary guest was really mediocre.

Less than P, old age is making a secret effort.

In October 31st, Gan Jianping, a guest investor and a Qiming venture partner, revealed that everyone was ready to go to the US market and was choosing the right time to submit the prospectus.

"we are really well prepared. After all, we spent so much time last year, but the key is to look at the capital market."

"I am most concerned about profits now," he said. "Customers will be able to make profits in the fourth quarter of this year.

Although we can't make any profit this year, we will strive for it in the next year.

He used to laugh two times.

this is not the age of heroic dry cloud last year, claiming that the scale of 100 billion yuan for all customers in five years is no longer the age known as the acquisition of Louis Weedon and CONVERSE. For hundreds of years of accumulated a target= "_blank" href= "http:// www.91se91.com/" > clothing /a industry, the age of being a subversive began to have awe.

This year, he spent a month visiting Anta, Semir and nine Mu Wang, and other excellent domestic clothing brand manufacturers to learn their advantages.

"There are too many traditional brands that we can learn from, such as the emphasis on quality and the integration of supply chains.

We should take advantage of them and make up for their shortcomings.

Less than P, however, he has locked his target in the Japanese fashion apparel giant UNIQLO.

Until now, he also remembered to visit the Dongli company, the strategic partner of UNIQLO, in Japan.

He just walked into the door of Dongli company, and he thought that since it was the partner of uniqo, it was estimated that the first thing was to show him the clothes.

The first thing I saw was a bicycle. I was shocked when I was puzzled by my old age. My bicycle was even lighter than a iPad.

Then he saw a tennis racket lighter than a piece of paper.

"Now I know what the core competitiveness of UNIQLO is."

He found that the research on raw materials by European and American brands is simply unmatched by Chinese garment enterprises.

return to the essence and do well the product /p >

> next, < a href= "http://sjfzxm.com/news/index_x.asp" > Anta < /a > chairman Ding Zhizhong gave him a drink again.

At that time, in the office of the old age, when Anta executives gave their boss a description of how well the customer brand marketing was doing, Ding Zhizhong came to the point, "isn't everyone selling products?"

"I think he is right. Our brand core is product. High quality product plus good service is the core of the brand.

Without these, brands are nothing.

He had deep feelings.

In 2012, customers cut off appliances, digital, department stores and other products that were not good at it, and focused on creating competitiveness on clothing.

with the autumn rain, the lowest temperature in Beijing has dropped to zero in a twinkling. The sales season of down garments has reached the peak season. Chen Qi, vice president and head of fifth business department, has been busy for a while.

If last year was officially started, this year will be the second year for everyone to make down garments.

Chen Chi cooperated with the Dongli company to introduce more lightweight down coats. He positioned his benchmarking in UNIQLO and the world's largest down jacket brand Bosideng.

there are some problems in our last year's down coats. This year's improvement has been made: the down jacket fabric has adopted the products of Dongli company, and the interior quality is high quality big fleece, and the improved production process has been used to solve the problems of pile plocation and drills.

Although the Dongli company predicts that China will be popular for at least three years, Chen Chi is clearly willing to make more attempts. He launched more lightweight models this winter, and has also designed many fashionable fashion down garments such as big hair collar and wave point.

Compared with last year's 500 products, this year will double to 1000 down garments.

"everyone's T-shirt is washed on the balcony after washing, and the outsider thought Yao Ming was wearing it." such a joke embarrassed everyone.

It pays close attention to product quality, and has established a closer relationship with the world's largest knitted garment manufacturer Shenzhou (the latter is also manufacturer of UNIQLO).

VT has sold 12 million pieces in 2011.

Less than P, the pressure of old age also passed to Zhou Qiang, the assistant chief executive of Vic. He was responsible for the first business unit of "a target=" _blank "href=" http://www.91se91.com/ "shoes < /a > category.

This year, canvas shoes are expected to be sold to 6 million pairs, which has outperformed the US CONVERSE, which has been prepared to "buy" from sales.

However, according to the sales figures, there is still a big gap between the canvas shoes of all customers and CONVERSE: compared with the CONVERSE canvas shoes of three hundred or four hundred yuan, the price of all canvas shoes is only 100 yuan.

fourth quarter is usually the sales season of canvas shoes. Zhou Qiang has started planning for next autumn's products.

Similar to traditional footwear brands, customers are planning products according to the season, but the speed of replenishment is faster.

He has sent a team to Hongkong to see what some local "tide cards" are doing.

Zhou Qiang plans to add two < a target= "_blank" href= "http://www.91se91.com/" > designer /a team. One is in Guangzhou, the other in Beijing, plus the two designers team in Shanghai and Spain, so there will be four cooperative designers in the shoes.

"Designers will be tired and have limitations over a long period of time."

Although these designers do not belong to all customers, they are also in the "semi inclusive" state: they often cooperate with only a few garment brands, and will focus their attention on the customers.

Aitor Juan Quices, a designer from Spain, is a main designer of van guest. He is only 26 years old. He has worked with fans for four years. He is stationed at Beijing fan guest headquarters, and designs 160 canvas shoes and 100 casual shoes for every guest every year.

His Action Design design office is located in La Coruna, Spain, which is also the headquarters of the famous fashion brand Zara.

Now, a colleague is also stationed in Beijing to work with Aitor to communicate with Spain, and there are also two designers in Spain doing some complementary design work.

Less than p years old, Aitor, which has been working for more than seven years, has inherited the quintessence of European traditional hand-made designers. He is very good at using various new materials and making some mix ups.

He has designed several canvas shoes that match jeans and leather materials, and they are very popular.

He also has a special feature, which is the pattern design, and some of the customers' glaring graffiti patterns, canvas shoes also come from his handwriting.

"I will learn something that Chinese people like, such as taking part in some activities, going to bars to see the dress of young people, going to music festivals to see how they wear alternative clothes to see popular Chinese fashion magazines."

Aitor said, of course, he spent more time communicating with van's product team.

Every quarter, according to the trend of Europe and the domestic situation, he will make a number of shoe samples to the customer product team and select the mass production products.

Over the past few years, he has found that Chinese consumers are also more and more willing to try something more daring.

Zhou Qiang is going to sprint 8 million pairs of canvas shoes next year.

He counted the accounts and found that canvas shoes had already started making profits in the first half of this year.

making money is kingly way /p >

if there is no accident, everyone will make profits in the fourth quarter of this year, though its scale is far behind the platform business like Jingdong mall.

In those days, it was the power of capital that drove people, such as customers, to drive their horses insanely. Nowadays, those who are abandoned by capital can only return to the essence of business profitability.

Less than P, from the pursuit of scale to profit, the change began in July last year.

After the first half of 2011, all of us suddenly found that all customers had gone too far in pursuit of scale expansion.

When he discovered that there were a lot of mops sold in the warehouse, he saw that the new employees were doing nothing in the downstairs cafe, and realized that everyone was on the verge of losing control.

Chen's self described "scared out of a cold sweat", he convened high-level meetings, cut off clothing related products, made a major organizational restructuring.

Before the two major parts of product planning were split into product centered 12 major business units and product lines, the marketing center responsible for product promotion was dismantled to major departments.

As a result, the Department has undertaken all the functions from product planning, development to marketing, and has also carried out key indicators such as sales and profits. Libby has been much more responsible before.

Chen found senior vice president Jiang Xiaoyi, led her to set up a special data center, responsible for the induction, sorting and analysis of all business data. He thought it was the most important thing for everyone to do last year.

the assessment of the business department has changed from past sales to diversified indicators such as sales volume, gross profit margin, sold out rate and inventory turnover rate, among which gross margin refers to a higher weight, which also forces all departments to improve their management refinement level.

"In the past, the last SKU did not have a standard of judgement. Now if sales can not reach a certain level, we should also consider the profitability and turnover capability of SKU."

Jiang Xiaoyi revealed that only the products with healthy data will be supported and continue to do so.

It is understood that this year's new products planned for customers, if the gross margin is less than 40%, generally no longer large-scale promotion.

Starting from September this year, the heads of each department will see the gross profit of last month, so as to plan this month's expenditure according to this data, so that we can live within our means.

first business department launched a series of retro sports shoes last autumn and winter. At that time, hundreds of thousands of goods were sold, and the prices were very cheap.

They found that this category was very popular, and some new styles were introduced this autumn, but the price mentioned above was more than 119 yuan.

Last year's massive inventories made business leaders more cautious.

"For some new items, I'd rather start with the next small amount and find that there is a market to go further.

I'd rather lose some sales and avoid inventory risks. "

Zhou Qiang thinks that huge inventory is the big problem facing the entire Chinese garment industry.

fifth shirts in the past were sold at a low price. Now they are also considering the details to adjust and add accessories to raise the selling price.

In the past, the style management was relatively extensive, and the classification was divided into long sleeves and short sleeves. Now the styles are subdivided into styles, and the styles are further subdivided into specific colors and sizes.

In August and September this year, the amount of advertising on the Internet dropped sharply.

For this change, Wang Chunhuan, senior vice president of marketing promotion at Van guest company, believes that every guest needs to see the effect of investing every penny.

Last year, customers spent 30% of their sales on advertising and marketing, and this year the proportion has dropped to 15%.

"We need to reduce advertising that doesn't generate benefits."

because the traffic and ROI of the four major portals have dropped significantly, we must find new marketing channels.

For this reason, there are two things that new media departments only want to do, one is micro-blog marketing, the other is WeChat marketing.

"For this department, there are not too many assessment indicators, just asking them to do the fans and influence, forcing them to do more innovative things, see what fire is going to try."

Effect oriented greatly reduces the cost of fan marketing promotion.

Wang Chunhuan revealed that the cost of acquiring every new customer has dropped to 60 yuan this year, compared with 140 yuan last year, which has enabled everyone to earn enough profit.