Home >

Customers Encounter Massive "Seven Year Itch" Staff Turnover

2014/4/1 12:36:00 64

??? 日本語 Fran?ais English 中文

clothing industry "millet" /p >

Product location has been questioned. /p >

In the half year of pformation, fan P sincerely handed over his pcript.

About 20 thousand VDP80 shirts were sold out after 20 minutes on the shelves.

Van ceuppin also announced that the second batch of VDP80 shirts will be on sale this month. However, there is also a lot of doubts surrounding its popularity.

Whether it is making a screaming product publicity or a hunger sales model, it is the same as millet.

Although everyone claims that there has never been a "millet" argument, the industry has never stopped talking about it.

aiming at all kinds of labels of the customers, the customer related responsible person said that clothing categories are essentially different from electronic products, and the replaceable nature of clothing is far higher than that of mobile phones.

Although there are similarities between the two in marketing, everyone knows that these are two very different industries.

Take the recent production of 300 shirts as an example, this is another challenge to the quality of customers, reflecting the pursuit of ultimate quality.

In February this year, a long silent year on micro-blog said, "he said he only wanted the best white shirt, the night of June 2013.

So, I kept asking, I kept looking, and kept thinking.

300, today's dream comes true.

In this process, such as clothing, feather clothing and other products have also been growing, which is very important for the pformation of customers.

Asked whether there will be second "objects" in the future, the person said that customers do not exclude this marketing approach.

In the future, any way that is conducive to market development and meet consumer expectations is likely to be applied.

Marketing is important, but p plays a decisive role.

After entering the alley marketing, a customer of the alley has brought many questions to the industry. The media, business and consumers also have doubts about the location of customers.

Some of the employees also chose to leave because they had doubts about the prospects of everyone.

to this day, Li Xiang, a veteran employee who has left office, is still questioning the way of making millet clothes for everyone. He thinks that this road is too far away from the original intention of customers and violates the logic of shopping experience.

"Clothing is different from mobile phones, making standardized products difficult, and user experience is difficult to benchmark.

Most users will not study buttons or material selection.

Users will only think that wearing comfortable clothes is good clothing, because the current market environment is that most users will not pay for such small details.

Once a customer's practice is that the user can try it on, the user has personally experienced, will say everything to everyone else is good, but now is the customer to the user said, "my things are very good, you choose our products," which may cause consumers' dissatisfaction.

the newly launched down quilt is the first batch of millet products. According to the relevant official of the customer, the purchase effect is good, and the products are sold out in five hours.

However, a consumer who has more than three years of van Jin's shopping experience said, "before the trust of van Jin, the logistics is fast, the price ratio is high, and the clothes do not worry."

But then to the official network, too many kinds, it is simply the eye.

But after the re pformation of the van ghai seems to be a lot of nobility, why do you want to go to a high limit? I'm not buying an international brand.

talking about the recent strategy of making customers popular, Li Xiang expressed his concern: "clothes and mobile phones are different, consumers will wait for an electronic product, but they will never have patience to wait for a shirt."

The 300 quality is very good, but we do not think that hunger marketing can adapt to the clothing market. It is very difficult for the goods to support the normal operation of the company.

a network clothing brand CEO believes that users' demand for clothing products is more emotional, which makes it difficult to have rigid standards for clothing quality.

In the clothing products, the products that can let users scream are generally the products designed by the master, such as the Ralph Lauren POLO shirts, which will be introduced to the public every once in a while.

And millet is screaming customers with its excellent cost performance.

Although customers do not lack awareness at present, their positioning is still low-end goods.

Although millet is a medium and low end cell phone, it has a loyal fan group, and fans do not gather real fans in the brand commodity market. Therefore, the marketing process is likely to encounter the embarrassing situation of subsequent fatigue.

{page_break}

capital crisis before pformation: /p >

accused of arrears of supplier's large loan .

in fact, in 2013, before the pition, van customers have been caught up in the capital crisis of high inventory and suppliers' door-to-door debt collection.

In 2011, there were hundreds of kinds of light shirt styles, and daily department stores were also following the shelves, and sales volume did not expand rapidly with the growth of category.

It is worth noting that in November of the same year, fan Ke plans to submit a listing application document to the securities and Exchange Commission of the United States.

In 2013, the electronic business platform became a popular word. All customers also played the slogan of B2C platform, but it has been in the swing between itself and the third party businesses. Customers have received complaints from many suppliers.

Last October, it was reported that all customers faced a serious crisis of capital chain and a large amount of money owed to suppliers.

All customers explain to the outside world that the company's moving, departmental integration and personnel turnover caused the backlog of various processes.

to solve the financial problems, the van head headquarters moved to Yizhuang from the Yonggui center near the second ring of Beijing East (rolling information) in advance.

Yonggui center has a rental of 6 yuan per square meter, and the rent of the new headquarters is only 1 yuan per square meter.

In the evening of the Yizhuang work outside the Fifth Ring Road in Beijing, a number of media reporters were summoned to the new working place to speak frankly about the mistakes and future plans of everyone.

A departing fan middle-level employee told an interview with Beijing daily news reporter: "old age is always apologizing and reflecting, which makes our work very difficult."

However, she declined to comment on the Xiaomi of all customers, but only sent her blessings to her old family.

from fan's point of view, the topic of the tension of the capital chain of customers has never been interrupted since the day of pformation.

However, before the seventh round of financing fell to the ground, there were rumors in the industry that the amount of financing for customers was $200 million.

After landing, it shrank by half the amount of financing, which allowed all customers to be attacked by investors but could not bear to close down, but they were worried about their pformation.

as an investor of old friends and fans, the chairman and CEO Lei Jun of millet company plays an important role in saving all customers.

All customers completed the seventh round of more than $100 million in financing. The financing was led by Lei Jun, and IDG, LIAN Tsai yuan, Sai Fu, Qiming, Temasek, CITIC, and Tong all participated in the investment.

Chen said: "the success of the new round of financing for all customers indicates that the industry has strong confidence in all customers and the Internet clothing brand, and is also an affirmation of's return to its original intentions and product strategy."

trouble of pformation

large volume scale pformation road

at the same time, when the operation of the capital chain is out of order at the same time, in the view of former employee Li Xiang, the internal business mode "contrary to convention" is one of the important reasons for the decline of all customers in recent years.

All customers have been designing, publishing rooms and factory outsourcing routes, and the most distinctive canvas shoes and VT are not produced after such a sequence.

The whole van company does not have a standardized product line, and the R & D of goods is basically based on the form of group.

Almost every product must be clown in person, and then followed by other responsible persons. This is a risky practice which is contrary to the general logic of the clothing industry.

After leaving Li Xiang, although he read the old family's old love, he bought two clothes of every guest from time to time, but it was sure that its quality was good. At the same time, the design sense of everyone was getting weaker and weaker, and it was hard for people to see the bright lights.

2013, with all doubts and pressure, all customers began a difficult road of pformation, and all customers were walking in the process of reflection.

Lei Jun once mentioned on micro-blog, "as an old customer, my request is very simple, that is, a really good white shirt! If you do the product well, you will have the customer's brand and user loyalty"!!

a guest chief executive told the Beijing Commercial Daily reporter that everyone in the process of pformation has indeed been under great pressure and doubt. Although the object is very popular, marketing people are reluctant to invest more. After all, the era of the object has passed, and this brilliant creation needs not only hard work, but also some time and place.

Now, more customers want to work hard on products, and hope that this will reverse the image of customers in the minds of consumers.

{page_break}

business ideas, product quality, and clothing marketing have split up inside all customers, but ultimately decide whether to sell or sell only the old ones, and everyone respects the founder of this customer.

Despite the fact that in the eyes of employees, there are always too few plans in the long run and a new policy is often abandoned, many people are at a loss.

"Chen is a very thought person, he has the courage, the work has the very strong control ability, simultaneously can do the marketing work extremely well.

Old age has a very good team, but it may seem too handy in details.

Like 300 shirts, including material selection and factory processing, he has to talk in person. So many trivial things are done by one person, so how can he have more time to do other things? "/p

"there are two choices for doing business in the Internet circle. One is what the Internet lacks and what I do, one is what we do and what I do."

Blindly follow the trend will lead to strategic mistakes, and should return to consumers, let consumers decide what they need, so that we can get market recognition.

When it comes to clothing management, a famous clothing brand executive said.

After reflection, all customers are gradually moving towards the original intention of taking goods as the essence.

Van guest responsible person told the Beijing Commercial Daily reporter that seven years ago, everyone was making a shirt. At that time, he wanted to try to make a best shirt, and after that, everyone took a lot of detours.

After facing up to himself, everyone returned to his original intention to prepare for the ultimate product.

Zhuo Saijun, an analyst at Analysys think tank, pointed out that from a large volume scale to a millet route, customers need to undergo a difficult pition period.

The latest round of US $100 million financing will help everyone to make a comeback, but in the future development, we should pay attention to streamlining the internal structure and making more articles on product quality and service, so that we can reawaken our brand effect.

where the object is brilliant no longer

employee turnover is continuing.

> all passengers started in 2007. In 2010, the "all objects" of the streets and the whole network, accompanied by Han Han's "no fear", became the target of countless young people. Since then, customers have expanded rapidly. In 2011, they even rated sales in 2015 at 150 billion yuan.

But it is regrettable that in a short span of a year, all customers have been reduced from personality brands to low-end goods that are different from the stalls.

from all over the streets to nobody, everyone has experienced ups and downs in just five years and stood at the crossroads of fate again.

After receiving an old friend Lei Jun's $100 million life saving money, the founder and CEO Chen once again faced the past arrogant himself, and said that everyone should make a screaming product.

However, with the passage of time and the change of office locations, some veteran employees who had experienced wind and rain together with customers also chose to leave because of various reasons.

But in front of the recorder, they are witnesses and witnesses of vicissitudes.

For the former boss's pition, the resignation staff may be more outsider.

{page_break}

"at the beginning of 2011, I came to all customers to enter the R & D department, which was the most brilliant day for all customers."

Li Xiang said.

In his eyes, the perfect rotation system has benefited him greatly, and he knows more about the company.

At that time, customers were on the cusp, and no matter how many products we made, they could be sold quickly.

We believe that whatever customers do, they will do well. "

It is precisely because of this point that in 2011, customers started a large-scale expansion -- whether on the staff or product line.

This year, the customers who started with clothing began to make electrical appliances and furniture products without rational planning.

"But things are often not as simple as people think. People are most prone to make mistakes when they are proud. False prosperity brings us an illusion of omnipotence."

Li Xiang's so-called "illusion" can reflect the confidence and arrogance of fan in that glorious years. Li Xiang is not the only one who has the same idea.

During that time, all customers moved from top to bottom to the speed of expansion. They brought the impression that anyone can sell anything for their employees and consumers.

Li Xiang said frankly, "when you have done more than you can do, you will find that I do not have such a great ability now.

At first, we sold shirts on readers. We could be very focused.

But after many fields such as clothing, furniture and electrical appliances, we found that our energy was not enough.

And after 2011, the SKU that we have been striving to expand has also been substantially reduced.

in fact, in the period of ups and downs, especially in the long period of pformation, many people in the company have nothing to do, and then some people continue to pursue the next goal of life with their professional ideals.

As for a wave of resignation, everyone as a former host is also aware of it.

A sentence that is often hung on the lips is: "if you quit, you can change jobs to find other jobs, and if I leave, I may end up staying at home, writing a book to recollect my time in von."

This is not the case for P. She is not alone. In the five employees who have been interviewed by the Beijing Commercial Daily reporter, their conversation conveys a meaning: "a lot of things depend on old age. We respect the old judgement, we listen to his current plan, but we don't know what the next step will be."