Home >

Sai Dan Fox "Broken Arm To Save" Cut Bad Performance Agents

2013/9/4 17:19:00 51

??? 日本語 Fran?ais English 中文

at the end of August, entering the early September, most of Quanzhou's "a target=" _blank "href=" http://www.91se91.com/ "shoes" /a "clothing brand are busy preparing for next year's order meeting, and then entered the peak of production. But at the same time, the brand operation center of Sai Dan fox Polytron Technologies Inc had no sign of ordering. 
P, a scene many people never imagined a year ago. In September last year, Saidan fox was also listed as the first outdoor outdoor brand in China. At that time, the machines in the Sai Dan fox factory in the Hwang Shan township of Luojiang district were running at full capacity, and the workers were catching up. And the brand posters of Sai Dan fox outside the gate are updated all the time, and constantly show people the achievements of Sai Dan fox at that time. 
In the short span of one year, what happened to Sai Dan fox? $20 million could not be in place, and the amount of money owed to the upstream suppliers was no longer able to slow down. The environment is not ideal, so that many upstream suppliers have tightened up their fronts, and the arrears of finished products have also been tightened. If these debts can not be paid in time, Sai Dan fox will be included in the supplier's credit blacklist, which is more worrying for Peng Liqun. 
 agent delinquency fund flow break chain 
 "in Chen Tai, Sai Dan fox has already owed a lot of money to suppliers." In this regard, Peng Liqun knew very well that the money had to be paid on time every month. Even if it was three or five thousand, it was necessary to ensure that the payment was normal. Otherwise, once all the suppliers lost confidence in Sai Dan Fox's brand, they themselves and the Sai Dan fox would completely collapse. 
 suppliers' payments can not be defaulted, but agents' money can not be recovered. This undoubtedly makes the cash strapped fox even worse. 
 since the establishment of Sai Dan Fox brand in 2009, in the past two or three years, the pace of market expansion of Sai Dan fox has gone faster and faster, and more than 300 stores have come to bloom in the past two years. In addition, Sai Dan fox made great efforts in brand marketing. First, he reached a partnership with the national mountaineering training base. Later, he held the hand of "China's first outdoor outfit", Li Hui, as the company's brand ambassador, and vigorously promoted through various advertising channels, trying to create "China's first outdoor outdoor brand". 
 according to conservative estimates, in the past two or three years, the Sai Dan fox has broken into thousands of thousands of homes, and the expansion of super speed has made the Sai Dan fox gradually fall into a dangerous situation. A person in charge of regional sales at Sai Dan fox told reporters that in September last year, Sai Dan fox successfully landed at the stock exchange and held a franchisee conference. At the meeting, the news of Sai Dan Fox's listing at the Tipco increased the confidence of franchisees. They all agreed with the idea and vision of Sai Dan Fox and believed that Sai Dan fox was expected to become the industry's leading "outdoor" brand. 
 at that time, looking at his agent and franchisee's lofty ambition, Peng Liqun accepted the quarterly deposit, determined to riveted his strength and continued to expand, and achieved another success in the market in 2013. In order to expand production capacity and expand channels, on the one hand, he frequently contacts with private equity and venture capital institutions to seek external funds; on the other hand, he hopes his own right arm. Unexpectedly, a few months after the general assembly, some agents did not return money on time. They also complained that the support of Sai Dan fox was not enough, and Sai Dan fox could only extend the account of upstream suppliers to solve these problems. Finally, the problem of upstream and downstream cash flow system became more and more serious. 
 facing Peng Liqun's financial difficulties, he thought of various ways. Over the past few months, debt repayment has become the main theme of Peng Liqun's work. 
 in order to get the money back as soon as possible, Peng Liqun even reluctantly set out a tempting policy of one-off repayment discounts, but the effect was not satisfactory. An agent in Liuzhou, Guangxi, owed about 300000 yuan for two years. The other side suggested that if the company had to pay a lump sum, the head office would give him a discount of 150 thousand. He immediately agreed to this condition. In fact, even though the agent had not yet fulfilled the original agreement, Peng Liqun could only return the goods back to stock disposal until last month, and finally, about 300000 of the money was only recovered by 80 thousand yuan. Such shrinkage makes him feel cold. 
 "these 80 thousand pieces are not even enough for the cost of the goods. They are not counted by the company's shop support and shelf allowance. What's the cost of this product after two years? And besides, the bad debts of Sai Dan fox are not only such a sum of money," said Peng Liqun. 
 at the same time of clearing accounts, Peng Liqun began to reflect on the practice of Sai Dan fox in the past few years. In order to develop the network rapidly, the lack of further understanding and investigation of agents led to hidden dangers of development. However, from now on, Saidan fox is willing to "break arm and save itself", even if the shrinking accounts receivable can help Saidan fox first comb the local supply chain. With the overall contraction, with the healthy and healthy cash flow, the dilemma of Sai Dan fox can be solved. 
 Sai Dan Fox "cut arm and save oneself" cut off bad performance agent 
 Sai Dan Fox's "broken arm and self rescue" practice is very bad: directly cut off a large part of the regional sales agents whose sales performance is not good enough, and speeded up the payment through cleaning up inventory. Most importantly, for some regional agents whose market can also be available, Sai Dan fox put forward a request for cash payment to local agents after clearing up old debts. 
 although this approach has really prevented the agent of Sai Dan fox from accepting it, Peng Liqun insisted this time. He said he would rather not accept it and do not want to shop blindly. 
 to this day, many people who are familiar with Sai Dan fox are still sorry for the brand: if the private equity fund of 20 million dollars could arrive at the time, then Sai Dan fox could go out of a beautiful upward curve. 
 time back to last September. After landing at the stock exchange, Peng Liqun was in the mood. In Peng Liqun's blueprint for Sai Dan Fox's programming, with the listing of Tian Hui, it will further enhance the brand awareness of Sai Dan fox, and Sai Dan fox will also build outdoor outdoor training clubs by building outdoor outdoor clubs, shooting outdoor outdoor micro films, advocating "outdoor U life", and making the traditional outdoor sports industry a healthy sunrise industry. 
 although it costs a lot to realize all this, Peng Liqun is not worried at all. After landing on the stock exchange, Sai Dan fox attracted many private agencies' favor. Among them, private agencies and Sai Dan fox agreed to invest $20 million in Sai Dan fox. 
 in Peng Liqun's plan, 20 million dollars is to maintain the blood of Sai Dan Fox's continued development. Before that, the three years' rapid expansion of the Sai Dan fox has been stretched over the capital chain: the amount of money owed to suppliers is increasing, and the speed of money recovery is slower and slower. In order to expand the scale of production, Sai Dan Fox also talked about a merger plan with a factory in Luojiang. Peng Liqun believes that the problem of Sai Dan fox is no longer a problem when 20 million dollars are in place. 
P > everything looks good until the end of June this year. The call was made by a private placement agency. The other told Peng Liqun that for a variety of reasons, the $20 million fund would not be injected on schedule, which made Peng Liqun's heart fall to the bottom. 
 in the eyes of the industry, the $20 million private placement fund can not be injected into the hole, but the situation may be different as long as Sai Dan fox can retain its leading position in the field of woven shoes. 
 in the locality, as long as we talk about braided shoes, we all know that it is the dominant category of Sai Dan fox outdoor. For other outdoor brands, spring and summer products can only be regarded as a small season, but for Sai Dan fox, because their woven shoes are very popular in the market, the overall sales volume in spring and summer is also not bad. This is also an important reason for Sai Dan fox to quickly pry the market in recent years. 
Less than P, however, the advantage of this single product is losing competitiveness with the relocation of factories and rising costs. More and more woven shoes are attacking the market of Sai Dan fox. In addition, with the emergence of more footwear products similar to braided shoes on the market, Sai Dan fox has almost lost its core competitiveness. 
 "woven shoes are all hand woven, the labor cost is relatively high, the labor cost of Hongshan is certainly far lower than that of Shuangyang area. After the relocation of factories, the price of the shoes of Sai Dan fox has indeed risen. At this time, the beginning of weaving shoes in the same industry is getting more and more. It is not like only one or two in the past. The price of competitors has brought a great impact on the market of Sai Dan Fox's braided shoes market. Industry analysis. 
"P >" and "Sai Dan Fox" because they are busy expanding production and expanding channels, neglecting the innovation and upgrading of core products, so when Sai Dan fox came back, not only his own market was eaten up by his peers, but also found that some spring and summer money similar to the function of weaving shoes were gradually developed, and it was too late. 
 "the most important function of knitted shoes is to wear cool and breathable in summer. In the past two years, outdoor brands have launched various kinds of cool, breathable and all kinds of outdoor functions such as traced shoes, five fingers shoes and so on, while the slippers are almost invariable in addition to their popularity in fashion patterns. They also lag far behind outdoor sports brands in outdoor functional design." The industry said that if Sai Dan fox can regain its advantages, it can be regarded as a way to break through. 
 experts to understand whether we can create brilliant "/p".
Less than P, from prosperity to a temporary downturn, the experience of Sai Dan fox has been deplored. For the fast expanding local outdoor enterprises, we should read something different from Sai Dan Fox's experience. 
 in fact, most outdoor sports brands in Jinjiang have adopted the mode of distribution when they open up the market. After they are laid out, they can bring the market and the brand to the enterprises and brands. 
When p is sold, the agents can even clap their butts and refuse to do so. When the goods are refunded, they will not be able to get rid of the problem. The enterprises and brands will bear all the financial pressure and market risks. If they are careless, they will lose the whole thing. 
 the situation of Sai Dan Fox's brand is familiar: in the past 5 years of gold, Jinjiang sporting goods brand has been running wild and expanding in a crazy way. Then, last year, some of these brands collapsed, and some were closing down inefficient stores to enhance their response speed and flexibility from product to logistics to the terminal. From extensive to meticulous, Jinjiang sports brand recombed their entire operation system. 
 reality is cruel. Will Jinjiang's outdoor brand go the way of sports brand? 
 it is hard for the industry to give a positive answer. But the consensus is that the blind expansion of outdoor brands in Jinjiang will inevitably bring hidden dangers. "Product homogenization, price close to each other, industry growth is restricted by the growth limit of the channel, and inflation and purchasing power of the economic environment have declined, so the outdoor brand inventory problem will emerge." In view of the outdoor brand in Jinjiang, Ma Gang, an independent critic of shoe and clothing industry, analyzed the interview. 
 simple "horse race enclosure", but neglect brand building and shop management, resulting in some outdoor brand management of Jinjiang outdoor brand confusion, brand positioning and product style alike. "In the future, with the upgrading of outdoor consumption segments, the pressure on outdoor products industry will increase further. The potential market is large and the purchasing power is insufficient. Overcapacity has become a hidden worry for the industry. " Ma Gang said. 
 from outdoor products, Jinjiang outdoor brand should establish the thinking process of "first category and post brand". "Enterprises can enhance brand value from innovative categories. The promotion of brand value comes from the promotion of customer value - the use of innovative methods to enhance the brand experience of customers. Ma Gang told reporters this. 
 in addition to the enhancement of core competitiveness of the products, industry experts suggest that with the rapid development of e-commerce, Jinjiang outdoor brands should combine current e-commerce features to improve marketing methods. "With the rapid development of Internet and new media, enterprises should pay more attention to the effective use of e-commerce and multi-channel integrated operation." Experts suggest that outdoor brands can be combined online and offline, so that each store can become a "distribution point" on the brand e-commerce chain, reduce investment in marketing and reduce the final delivery cost of products, thus forming the advantage of price and increasing the benefits of various stores.