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How Will The "Lost Customer" Brand Lose Its Predicament?

2013/10/14 9:05:00 28

Clothing Retailers Customer Brands The Dilemma Facing Customers

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golden nine silver ten, this is the gold time of the retail industry, but the network < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > retailers are facing unprecedented difficulties.

the incident broke out in October 11th. Around 20 p.m., the netizen "Uncle Bao" forwarded to micro-blog, saying that there are a number of businesses that are blocking the payment of goods in arrears at the guest house. Some businessmen even said that if they had not received the payment, they would jump off the building next Monday.

"Chen was stuck in the third floor, and he locked the door and pretended not to be there.

The car is stopping downstairs.

There's something you can't do with your car.

"The media that heard the wind broke the news that customers were encountering businesses forcing loans, and there were reports that during the eleven long holidays, many merchants went to all customers to check accounts, but they did not check out.

At the same time, there were news that everyone was in arrears with Lining's tens of millions of dollars, and the amount owed to some of the shops was even huge.

12 noon, the news about everyone's dilemma reached a climax. There was a chisel saying that the Lei Jun had gone to all the guests to stand up for their friends, and even did not rule out the possibility of their customers.

behind these hearsay, it is that all customers have become tens of millions of people who have become the voice readers of China only a target= "_blank" href= "http://www.91se91.com/".

In late September, after 2 years of immersion, van guest's outdoor advertising had finally invaded the streets again.

for customers who are in arrears of payments, customers responded by saying that the news of "financing is not accounted for" is not directly related to the "default payment", and that the arrears are due to "internal adjustment" and "relocation".

according to past experience, the final outcome of these hearsay may still be spent safely, and the customers who are financing many times should not be inferior to the merchant's money, and the large funds such as IDG, Softbank, tiger and so on will not be watching the dishes that are already small.

but the core question is why all the customers who had been popular with "all objects" went to this field today, but what will happen to the customers who have been rocking between channels and brands?

Where did the money go? /p >

the core of this issue is whether the fund chain of fan is broken.

according to public information, the financing of all customers comes from the six round of financing, including LIAN strategy, IDG, Qiming venture capital, Softbank Sai Fu, Tiger Fund and so on. The amount of financing is around us $420 million.

this money is not unusual, but the cost of customers is even more. Now the marketing cost of e-commerce platform is growing, and many large-scale marketing activities and the investment of customers in overseas are few.

No way to save money, then open source, but according to the relevant data, as the most famous domestic Internet clothing brand, in 2012, the sales volume has reached about 4 billion, but all customers have not yet achieved profits.

Originally planned to achieve profit targets in 2013, everyone had tried to pform the platform at the beginning of the year, but due to the poor effect, customers are rejoining the platform.

2013, all customers have been in trouble, and there is no sign of improvement. Following the departure of Wang Chunhuan, senior vice president of van gentry, this year, 1 months ago, customers were run away by executives. Vice president and Cui Xiaoqi, President of V+ mall, left behind.

When customers moved to Yizhuang in mid September this year, people in the industry said they were facing financial constraints.

At that time, there were media reports that fans had encountered a serious financial crisis and planned to lay off more than 50%, which was denied by fans.

The latest advertising campaign of P may come from the latest round of financing in its rumour, which may amount to about $200 million.

If the real financing is successful, everyone may still be able to survive the crisis. But when can this seemingly bottomless pit be filled?

rumors that may be accepted by Lei Jun is far away from all customers. First, Lei Jun's shares are far behind IDG, tigers, Softbank, Sai Fu, Temasek and Chen. Secondly, Lei Jun's most important business is also expanding its technology, and mobile phones, TV sets and so on are all industries that need large cash reserves. Lei Jun's hands can't afford to let customers continue to .

> What about the guest?

confusion in big industry

Jingdong does not produce 3C products, jumei.com does not produce cosmetics, Tmall and Taobao are sellers' gathering places. Compared with these platforms, the embarrassing fans have to face the problem of declining garment industry in recent years.

in 2007, when customers were just beginning to build up, there were not many enterprises that could combine the Internet with the clothing industry. The appearance of all customers quickly filled the gap.

But in recent years, the e-commerce platform has regarded clothing as an important field, and the clothing industry has embraced the electricity supplier.

After 6 years of creation, everyone looked around and found himself jumping from the blue ocean into the Red Sea.

China's garment industry is facing an unprecedented predicament. Data show that in the first half of last year, the total stock of six domestic sports brands such as Anta reached 3 billion 721 million yuan, and 22 A shares listed companies reached three yuan in the three quarter.

By the end of 2012, the total inventory of apparel home textiles was over 70 billion yuan.

it is understood that with the increase of labor costs, raw material prices and the RMB exchange rate and other factors, the profit of many garment enterprises with OEM and export as the main mode will drop again and again.

With the further deterioration of the environment of foundry, enterprises will continue to scale up production and use quantity to resist the increasingly small profits, and then invest more and more cost in order to survive.

"The management of workers is completely different from that of last century" in 70s and 80s.

But with the order, you can't take it or leave it.

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from industry statistics, we can see that the era of garment industry growth has basically come to an end. The era of "Big Bang" in the late 1990s has gone forever. Most enterprises are turning from product marketing to commodity marketing and even cultural marketing.

clothing industry's inventory will take years to digest. In this competitive market, customers are just a novice.

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is it a channel or a brand?

In P's latest China good voice program, Wang Feng and his students sang "swaying together", and now everyone is walking alone on the rocking road.

When p was last month, everyone announced that he had to take the brand line again. This is another major strategic adjustment of van guest, which means that the previous third party platform strategy has been neglected.

the original success of everyone is from the outbreak of the object brand. Last year, everyone in the hotel once said to NetEase Technology: "the main thing for customers to do is brand, so from products to express, all customers should create a unified brand image.

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but no one can bypass the ceiling of the vertical electricity supplier. The helpless guest began to expand a lot outside the most successful shirts category, but encountered the biggest inventory crisis in the history of the domestic garment industry.

At the beginning of the year P, anyone who was determined to become the first brand of China's Internet clothing was forced to open up the platform pformation. While retaining its own brand, all customers combined thousands of third party brands to sell online, and gradually made all customers into a fully open B2C platform.

According to the old saying at that time, "we hope that through the third party platform, we can provide customers with industries that customers can not enter, such as women's shoes.

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This year's P is like a drunk who walks in a narrow lane. The wall on the left is written as a channel, and on the right wall is a brand.

Swaying left and right, however, does not know which wall is really worth relying on.

Since P began in August, all guests began a new round of "similar objects", with the slogan "I want to live in full bloom, I am a fan" as the main slogan, with advertisements of different characters and self soliloquy.

This tens of millions of investment may mean that customers still value their brands very much.

but is the road of brand really so easy? Since the day of its birth, everyone's location is fast fashion brand, and its competitors are UNIQLO, ZARA and H&M traditional fast fashion brands.

In the face of these traditional fast fashion predators, customers have no advantage in the brand, and they have no advantage in the quality and design of the products. So they can only use domestic brands to face the killer brand of foreign brands, price to seize the market.

"P", which makes customers have an impression of "stalls" among consumers. It is difficult to rebuild brands.

under the banner of convenient management of the "a href=" http://sjfzxm.com/news/index_c.asp "> guest /a > moved to the suburbs, while saving money, it may also cut off a few unwilling to run long distance to work. In the face of the gloomy situation of the clothing industry and the increasing demand for electricity providers, the road to restart the brand is full of thorns.