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Every Customer Wants To Fight Again In Spring And Summer.

2013/11/10 21:11:00 18

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A third party supplier of a href= "http://www.91se91.com/news/index_c.asp" > fan /a > has not yet received the payment in August. Half a month ago, everyone's mail told him that the money would be settled before the end of October, when it was the most serious and most concerned occasion. 
 it is hard to say why the guest of all went to this point for what reason. 
P, a former employee of van Goff, revealed that layoffs were not 20% of what they said, but about 50%. This 50% includes the direct resignation, the Department merger and the "voluntary turnover" staff resulting from company relocation. Of course, "too far from work, too much new office space" and "bus starts charging" and "no place to eat" are also reasons for employee turnover. 
 the data from the industry are shocking: the number of 11 thousand people, such as Feng Da (the wholly-owned self built distribution company), has reached 3000 people, and the number of customers has decreased by 8000. Xu Xiaohui, vice president of fan, can not give more definite figures. 
 the feeling of the supplier now is that many jobs are not handed over. "No one is going to be listed," says I, a US stock analyst who has been unable to hide his regret for the company. And the former employee of a van customer is no longer concerned about the future of the company. He just complains: "the 13 salary at the end of 2012 has not been issued. Now even the shuttle bus is forecast as you have started - charging, it seems that the company is really out of money." 
 as the representative of China's Internet private brand < a href= "http://www.91se91.com/news/index_c.asp" > e-commerce > /a >, people's expectations of van gentry are higher than that of other companies. This company, which had a personality, personality and created "all objects", gradually lost its aura in the "reflection" of its founders. 
 what happened to all customers? Why did the customers who successfully go to inventory at the end of 2012, and the supply chain straightened out, actually went to the point where the traffic flow dropped seriously, the suppliers owed money and the staff sharply reduced. 
 when the world questioned the situation of everyone from the point of doubt to death, < a href= "http://www.91se91.com/pioneer/" > Xu Xiaohui < /a > revealed an unexpected news to the Economic Observer: everyone has already received another round of $100 million financing. 
 clapping head /p >
 no one knows when the time of entering into crisis is probably the beginning of the idea of "making third parties to make quick money" from the cooperation with Lining in April this year. 
 when Lining's products sold very well on all customers, everyone announced that they should be "open" and become a brand other than fans. Perhaps this is the origin of what the industry later called "sewers", and many companies can be robbed of their inventory. 
 May, a customer employee began to feel that the company was "very nervous". At that time, customers were doing a sudden "investment promotion". The third business departments and seventh business units were also involved. At that time, more than 500 brands were recruited in Shanghai, but third, seventh business units and V+ departments formed internal competition, and began to compete internally for customers. 
 a large number of third party brands have settled in all customers. 
 all customers withdraw 5% of these third party brand sales as their customers' commissions. As the discount point is not high, more and more brands want to be stationed in all customers. Customers give strong support to these brands, and flow to traffic, but this also has an impact on their own brand. At the end of 2012, inventory was still "successful". At this time, there were not many products in the warehouse. 
 "at that time everyone said that the boss meant that we should not spend so much energy on our own production, and sold third party products. Anyway, there was always something to sell." The fan customer revealed, and then everyone began to go shopping mode. 
At P this time, a gossip began to spread: the heads of various departments began to leave, for example, the boss of the operation Department, Jia Jia, left in 2013 about August and September. 
 Cui Xiaoqi, vice president of the V+ department, left before and after this: as the third and seventh business units are selling third party products together, the V+ sector is virtually equivalent to dissolution. There are also people who recall that before moving to Yizhuang, the V+ department had been substantially abolished. The old saying is that V+ merged with the third and seventh business units. 
P, a supplier of van customers, pointed out that Cui Xiaoqi left when V+ merged with other departments. 
After P, all customers launched a "brand war" and revised it. After that, customers began to do "flash purchase" APP, the "flash purchase artifact" only sold third party products, no customers own brand products. 
 "the result is not done for two months, but the flash buying mode has not been done, and has begun to return to its own brand." The employee recalled, "at that time, the average fee paid by the third party was increased from 5% to 20%. As a result, many brands left themselves and only brought some rich brands to play." 
, however, this figure is confirmed by Xu Xiaohui as "10%", and the figure of vip.com is about 25%. 
Less than P, then all customers began to lay off and move, especially in the V+ sector. And the feeling of the employees is that the news of the move was released early, that is, the company wanted to move to lay off workers. As a result, when many employees leave, the official expenditure two or three months ago is not reimbursed. 
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"P >"! "--EndFragment--", a staff member who left in 2012, said that everyone had had the first big layoffs in July 2011. In July 2012 -10, there was a layoff in the dark. After the June of that year, the large-scale outdoor launch of everyone was stopped. 
Less than P, to the same period in 2013, customers were laid off again and moved their headquarters from Beijing to the suburbs. 
 missing "good days" /p >
 in fact, in 2012, all customers have gone in the right direction. 
 August 2012, Chen has reconsidered: "before July 2011, customers have been carrying out category expansion. Van customer's staff is full of inflation and complacency, thinking that everything can be done and warehouses are full. The management mode of the internal management of every customer is a piece of management. We can not do the unity of responsibility and right. If we do a good job without knowing who to reward, everyone will feel that we have done credit. At that time, conflicts and contradictions between production departments and marketing departments were irreconcilable and often blamed each other. " 
Less than P, then the old supply chain was recombed from two business units to 5 business units, and then to 6 business units and 7 product lines, from simple sales to 3 more rational hard index gross margins, sold out rate and inventory turnover rate, half of which were cut from hundreds of suppliers, and the average gross profit from losses to companies reached 40%. 
At the time of P, the old man had a big operation for the guest, from the management of each section to the division system. His mission is to return to products. The KPI (key performance indicators) examination of the heads of various departments has also undergone fundamental changes. Because in 2012, customers must be profitable. 
 if we follow such a product line, maybe everyone has already realized profits and will not become today's appearance. 
 a person who has business dealings with customers has disclosed to this newspaper that the customer then made a "ditch companies" for a brand product company, selling for other brands. He used to sell traffic to van customers. In his opinion, those traffic prices are very expensive. 
 now, customers have gone through 7 financing. Can anyone who has been linked to the broken gold chain get financing again? Hong Bo, an Internet analyst, believes that if financing is made, customers may be "cheap". 
Less than P, of course, no one knows the true panorama of the real customers. Maybe everyone is not as bad as the crowd. Because in the middle of October, when Chen was interviewed by the media, he was confident that the future of everyone would be free of inventory and must be profitable. "We estimate that we will be able to make profits in the month in November." Chen said, "we are talking about a new round of financing now and will soon be in place." 
 it is not thought that the words of old age were confirmed by Xu Xiaohui after half a month. 
 the turning point in brewing is /p >
Xu Xiaohui, vice president of P, told reporters that at present, the most important measure for customers is to adjust products. 
 is mainly aimed at the instability of quality caused by too many categories, and adopts the strategy of reducing SKU (stock unit). Of course, the 48 channels of customers are still the same, but the core category is locked in more than 10 key points, such as POLO shirts, shirts and canvas shoes. "There are too many categories before, and we can see that there will be quality problems in some categories, so we should make corresponding adjustments now." Xu Xiaohui said. 
 corresponding to the product is the change of organizational structure: in addition to the product end, all customers also integrate marketing planning and sales planning. In addition, a research group and a production team were set up to organize the development, proofing and bulk production of each garment product line. 
 at present, the design and development team of all customers will be responsible for planning, integrating and unified design styles of all product lines, coordinating relevant professionals, and confirming the details of fabric, color, version and water washing. For example, white shirts can only have one uniform color, and the whole company can only have one white, which is designed by all guests themselves. 
Less than P, and since Xu Xiaohui took over the market, he has begun to sharply reduce the poor part of the flow purchase and raise the ROI channels such as navigation website and search website. It is reported that after all customers will be more inclined to product dissemination, rather than the previous pure brand communication. 
 in fact, the channels and supporting policies for the third party brands have not disappeared completely. According to Xu Xiaohui's statement, the high quality businesses that complement each other's customers are still welcome by fans. 
 "we cleaned up inventory very well last year, stock is limited, gross margin is relatively high, so there is little chance that the company will change in autumn and winter." Xu Xiaohui said, but from next spring and summer, it is the opportunity for all guests to reborn. Now 80% of his energy is devoted to preparations for next spring and summer. 
 "we are now seeking to make profits instead of pursuing scale!" Xu Xiaohui did not want to talk much about the billion dollar financing. He just said, "there are still many opportunities for customers. It is very difficult for enterprises to do business. Who does not want a company to be a hundred years? You have not run a business, and every decision made by an entrepreneur at a particular point of time can be right."