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All Customers Pay For The Doomsday Marketing.

2013/1/7 11:43:00 121

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All Customers Doomsday Promotions The End Of The World

> doomsday promotion and apology letter /p >

By the end of 2012, at the end of the year of P, Vic CEO had brought a "shocking" promotion to consumers and an apology letter.

The "double 12" promotion season is also the starting point for all customers to start selling at the end of the day.

The so-called doomsday promotion, in addition to catering to the so-called "doomsday" of the past propaganda, also implies that all customers clean up the stock squeeze determination.

There are a lot of incredible 9 yuan costumes on the P page.

Taking snow boots as an example, sales volume is close to 50 thousand pairs on the day of "double 12".

At 14 o'clock in December 19, 2012, the van guest system showed that orders for storage backlog were close to 1 million orders.

That is to say, orders for nearly one million users will be delayed.

On the day of "P", on the same day, Chen published an open letter on the website of "a href=" http://www.91se91.com/news/index_s.asp "VVP" /a, which apologized for the delay in orders due to the year-end sales exceeding the maximum operating limit.

This is the third time of the year because the order is delayed to apologize to the users.

"Three days ago, the customer supply chain and storage center had come up with an emergency plan to optimize the processes and improve efficiency, and at the same time launched the expansion plan."

Chen said.

although the operation is somewhat unprepared, the unprecedented inventory of inventory is closely related to the next strategy.

Shanghai Wan Qing Business Consulting Co., Ltd., CEO Lu Zhen Wang, told New Financial reporter: "everyone is a typical example of the supply chain and the brand out of control. As a blind expansion of the clothing brand, customers are trying to take a peculiar route of" brand channelization ", from shirts to canvas shoes, finally to cosmetics, then to tables and chairs, and finally to mops, further diluting the brand value, increasing the difficulty of supply chain management, and ultimately double uncontrollable.

"P >" throughout 2012, customers have been cutting down digital, household appliances, department stores and other clothing related categories, and then focus on clothing.

So there are some products that are sold below cost price.

Fan Ke Cheng pin said.

Prior to that, Chen has already made it clear that in 2012, customers began to shrink their businesses and recombed their product lines.

. The next step is subtraction /p >

strong > subtraction -- this is the next step for everyone.

.

this is the beginning of September 2012.

first is logistics.

in that month, all the express companies such as VW came to the news that thousands of people had been laid off. At that time, customers said, "in the future, if the wind and power network only keeps the main first and second tier cities, the three or four tier cities will gradually be pferred to the third party logistics."

Li Chengdong, a columnist and independent business analyst at New York Times P, said to new financial reporters: "as orders are decreasing, demand for logistics personnel and customer service staff has begun to decrease, resulting in layoffs.

In addition, the improvement of operational efficiency and the reduction of costs for listing are also important reasons for layoffs. "

"P >" from the customer experience, such as wind efficiency, distribution team quality, but the cost is too high, in the spread of the van IPO IPO financial report shows that its distribution costs up to 14.5 yuan per unit.

Using partial outsourcing can mitigate the a href= "http://www.91se91.com/news/index_cj.asp" > cost pressure < /a > while protecting the user experience of the first and second tier urban markets is a wise move.

A fan insider analyzed the new financial reporter.

In the same month, P made an internal structural adjustment and established a separate supply chain center.

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in this adjustment, all customers change warehouse quality inspection to quality inspection.

According to Jaga, assistant chief executive of VIC, quality inspection means that the manufacturer can make an appointment with the quality inspection department when a batch of goods is produced to 80%. After the factory passes the quality inspection, the goods will be distributed directly to the warehouses of each large area.

After the quality inspection process is advanced from the warehouse to the manufacturer, customers can save the labor cost, warehousing cost, packing and logistics cost of the two warehouses, and the goods speed is shortened by 5 days because the goods are shipped directly from the factory.

Besides, P also adjusted the past two departments (the basic product department and the new product department) to 5 business units, not only making profits and losses, but also directly placing orders with the four production centers.

just like many Internet companies from the rash to the general rule of calm, in 2011, customers rushed to SKU (stock unit) to 200 thousand, and even sold the mop.

Today, SKU has been reduced to 60 thousand, focusing on clothing.

in addition, manpower costs should also be subtractive.

"P". For this reason, all customers are locking the labor market in Bangladesh. "Vietnam market is an important attempt for the global brand internationalization.

In addition to its cheap labor force, Bangladesh is also a big textile country.

In the production of shirts, < a href= "http://www.91se91.com/news/index_f.asp" > casual pants < /a > sweaters and other basic products, Bangladesh's order cost is also about 30% lower than that in the domestic market.

Luan Yilai, assistant president of VW's Vietnam business, said.

> how to go back to /p >

has experienced a suspension of the listing of customers, if we do not do subtraction, the company will lose its direction.

.

clothing, this is the gene of every guest.

Less than P, Chen knows this better than anyone else, so he admits: "we made so many mistakes last year. We used to do the right thing to repay the debt last year. This is the responsibility of the team."

Less than P, we have attracted 6 rounds of investment totaling 422 million US dollars, which is the largest number of financing in China.

The latest round of financing was in July last year, financing 230 million US dollars (after financing 23% of the old shares), investors include Singapore's sovereign fund Temasek and Jiali group, CITIC Industrial Fund.

Less than P, though customers are not short of money, they lack the ability of hematopoiesis.

profit and inventory is also a hard nut to crack.

In my old words, "inventory is the healthiest in short supply, and I am sorry to tell you how much inventory there is."

"I used to look at the electricity supplier data has been wrong. In the past, we only looked at the repeated purchases of sales, new users and old customers.

Now I wake up, and now I am more concerned about product turnover, inventory turnover, sold out, gross profit margin, taking the company's profit as the goal, taking the above indicators as the precondition.

Old reflection.

"P", so far, there has been a lot of inventory crisis. At the same time, the expansion of the category also leads to the management crisis of the supply chain.

For unsalable goods, the way of digestion is promotion.

for the time of re listing, Chen said he had to wait until he was ready.

"the current product's < a href=" http://www.91se91.com/news/index_q.asp > gross margin is less than /a > 40%, up 5% over the same period last year.

Sales in the first three quarters also increased by nearly 30% over the same period last year, and the size of orders in October exceeded four hundred million.

The fourth quarter is still in sight, which is an important period for retailers.

Before the fourth quarter, customers adjusted and optimized the cost structure, and inventory problems improved. This year's turnover rate increased by 2 to 3 times.

Chen said.

in the future, calm back to clothing and enhance hematopoietic capacity. Only by grasping these, can customers really grasp the direction of future development.