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Old Reflection Is Still Losing Money.

2014/6/10 8:51:00 20

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Old Age Reflection Loss Customers Products Core Emptiness

reflection has become the preservation program of founder of van guest in recent years.

From the failure of the company's management in 2011 to the rapid expansion of the category in 2012, and then to the blind pursuit of scale and growth rate in 2013, it seems that the old age can always put the right pulse for everyone.

But after three years of reflection and pformation, Chen failed to recover the original customer.

The customer who we thought was going to become China's UNIQLO or Muji, now seems to be the next PPG.

fortunately, after suffering a series of labor pains, such as capital chain breakage, arrears of suppliers' money and layoffs, customers finally welcomed the nectar in early 2014 - the $100 million raised by Lei Jun [micro-blog].

This provides financial support for once again rebuilding our customers. We do not know if this will be the last attempt.

Wave falls /p >

the age of literati has a remarkable marketing ability.

In 2010, "all objects" came out of the world and quickly set off the frenzy of making sentences all over the country.

Fan's brand has been spread over and over again by netizens.

The screaming copybook, in line with the youth image of Han Han and Wang Luodan, has injected young people, literature and art and their unique genes to everyone, making them loved by white-collar workers and university students in the second tier cities.

Compared with other traditional a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" brand, fan has started to tell the story for the brand.

customer is also the forerunner of user experience.

In order to do well in the last kilometre service, it started to set up its own logistics company in 2008.

From 5 sites in three cities in Beijing, Shanghai and Guangzhou to 150 sites now covering 28 cities, such as the speed of expansion of Feng Da is also as efficient as its distribution speed.

Coupled with the unique experience of trying to sign again, the quick return process, the logistics advantage has gathered a large number of loyal users for the customers.

Under the support of successful marketing and quality service, the sales volume of P is doubled every year. In 2010, the sales volume has reached 2 billion yuan.

The joy of victory hung over his head. When he made the 2011 plan, he put forward the goal of selling tens of billions of dollars.

Breaking through the positioning of "clothing brand" and constantly expanding categories, from cosmetics, household products to digital products, all customers have become an electronic business platform that sells everything.

Chen served as an editor. He used his own humanistic feelings to help Lei Jun make the best network work, but he did not understand clothes.

In my old words, "selling clothes is much more profitable than selling books, so we take 4 million yuan to make shirts, and the rest do not know anything".

so we see the customer is not like a clothing enterprise, but a pure Internet enterprise.

From the clothing business to the integrated platform, it occupies more market share, refreshes sales volume, and gets more financing. Finally, it successfully landed on NASDAQ.

This is the initial development path of customers, and it is also the expectation of investors and market.

regretfully, although everyone went down this path, he went to another end.

Around P, around 2010, all customers ran all the way under the easterly wind of the market.

At the most time, customers have more than 30 product lines, and SKU reaches 240 thousand. Besides clothing, department stores and even mops, they can sell more than 50 million yuan in a product line anyway.

The crisis brought by this crazy expansion soon appeared. In 2011, the final sales volume of all customers was 3 billion 900 million yuan, which was far from the ten billion target, and it brought 600 million yuan loss and 1 billion 400 million yuan inventory for the customers.

The bad financial figures also made the expectation of a listless listing fall short.

In the following year, customers began to clean up their inventory difficultly. They abandoned the high profit industries such as home appliances, digital and so on, and returned to their starting point, clothing, and now only eight categories such as clothing, bags, home and so on.

At P annual meeting in 2013, Chen announced that the cash flow of the fourth quarter was "messy" and the inventory cycle was also reduced to less than 30 days. However, such excellent cash flow was obtained at a loss at the expense of sale.

Fan's website full screen "29 yuan" advertising, and even "9 yuan area", "10 yuan area".

With the anchoring effect of the "29 yuan" price, the image of van guest has changed from "literary and artistic fan" and "exquisite white-collar worker" to "cheap goods without money".

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kernel void > /strong > /p >

In the period of 2011~2013, Chen has repeated three times to reflect on all customers. Almost every time he can hit the nail on the head, but it reflects every year and loses money every year.

The result of this year's reflection is learning from millet.

"he said he only wanted one of the best white shirts, the night of June 2013.

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

300, today's dream comes true.

In the evening of February 11th, just now, the announcement of financing was written on micro-blog, which seemed to be a decision to investors.

And the 300 of them is the essence of returning products to the learning of millet.

Lei Jun also gave a response: "as a regular customer, my request is actually very simple, that is, a really good white shirt! If you do the product well, you will have the brand and user loyalty of everyone." this critical micro-blog has the point that the crux of the past seven years is the product.

all customers are busy advertising the brand, busy building big platforms and looking for investors financing, but they never thought about making products.

Most of the executives of van customers came from excellent network or other Internet Co, but they were better at Internet operation, and fewer people came from the traditional clothing industry.

Because of this, all customers lack sufficient control over the whole process of clothing production.

the van's foundry is located in the Pearl River Delta and the Yangtze River Delta where the garment manufacturing industry is densely concentrated. There are also places like Chongqing and Vietnam. But in the Pearl River Delta and the Yangtze River Delta, there are no specialized procurement departments. Most of the purchasing and production personnel are stationed in Beijing.

The people who came here were not familiar with the production themselves. They did not pay enough attention to quality inspection.

As a result, the quality problems of all customers began to erupt frequently. < a target= "_blank" href= "http://www.91se91.com/" > clothes < /a > shrink, deformation, fade, < a target= "_blank" href= "http://www.91se91.com/" > shoes > _blank > shoes and shoes, even broken.

> van gall has always wanted to become a fast fashion brand like UNIQLO, and Ryui Masahito, the head of UNIQLO, emphasized that "clothing is information itself, which comes from design and from the brand itself".

Design may be a factor that affects brand image more than product quality, which is another short board of van guest.

besides canvas shoes, there is a molding design team. Customers of other categories of clothing basically buy samples by buyers.

It was not until last June that all customers built their own houses. Previously, the key links such as layout design had been rushed to the foundries hastily.

even if it has its own "professional version of the housing", the 300 versions produced by customers are still being criticized.

Due to the lack of design capabilities, customers are not even as good as the "brand names" that are also made up of clothing, electricity suppliers, and Korean clothing homes.

this may be related to the fact that everyone first started by relying on more standardized and less men's clothing. Everyone wanted to study UNIQLO to draw the user's basic funds, but only learned the superficial level.

UNIQLO, though relatively small in style, has strong strength in fabric technology research and development, and has developed a series of clothing with very high technical content, such as AIRTECH, DryT-Shirt and BRATOP, which is highly sought after.

"P > > fan chose the same materials as UNIQLO Dongli cooperation company, but the cooperative development of the assault clothing was criticized.

When the photos of old men dressed in assault clothes and torrential rain were spread to micro-blog, they came in for a doubt. Is the core of the assault suit rain proof?

all customers have been coming up and coming up in the wind, but as they say in their old days, vanity is too much in pursuit of scale and growth, so that customers forget their essence of products.

take off the aura of the Internet brand to see the core of the product, design sense, tailoring technology, technology content and even the quality of the product.

Whether it's 300 or 3D lightweight clothing, it's a concept for everyone to play, and few people can tell stories in old age. But apart from these gorgeous marketing methods, what are left for customers?

comment:

earn enough to cry for the next step: /p >

"P" swaying, all kinds of attempts, in my view, today's customers are not a "millet" can be all the best.

boutique line can bring a good premium, of course, the premise is user buying.

It is probably not too high to assume that the rate of repeat purchase of a few basic categories will be reduced.

Vip.com has proved the logic of "getting women to win the world". Jingdong has been actively soliciting female customers in the past few years, while female customers are more concerned about styles, the demand for basic funds may be lower, and Taobao's basic cost performance is even higher. How can this problem be solved by customers?

but if the direction of the boutique is to increase the < a target= "_blank" href= "http://www.91se91.com/" > designer < /a >, how much can the van guest control over the supply chain now? How can we solve the problem of the supply chain? How much can we solve in terms of cost control, quality control and speed? We need to replenish our products quickly, so that we can quickly replenish the goods. This is not a millet mobile phone. Once a week, we can rush to replenish the goods, even if it is over two weeks, it will be out of date and unsalable. We will have a discount in the off-season. Is it a cut for Taobao to deal with or to deal with the tail cargo? If we deal with it, we will fall into the "cheap" paradox.

the biggest difference between clothing and millet should be: electronic products can be explained by technical parameters, and clothing is more perceptual.

The brand has a certain influence, and the weight of the fabric parameters can be chosen or not.

The material of the main and auxiliary materials can only be a part of word of mouth, or even a gimmick that is ready to turn around this time. How to solve the problem of "version" matching with fabric "grade"? Can customers take advantage of some scarce resources of friends to make a "nationwide size" campaign, collect enough version data, take the route of "pre-sale + light customization +O2O", and fully grasp the long tail of each order?

If 300 teams can recall users and bring new registered users and first order users, then the battle will be beautiful.

The following is what products are used to retain users? "Hard voice" has no effect at all, and "objects" are past tense, which do not seem to correspond with the new positioning of the ultimate and dedicated.

Taobao's "full", Jingdong's "fast", Suning's "parity" and so on, all these labels are clear and accurate. What exactly should guest labels be?

Jingdong road show has begun to exceed 15 times subscription, Ali has become the first amount in history IPO suspense is not big.

Once the two giants get cash, there must be another bloody price war. How much opportunity will the Internet give to customers? The pressure of RMB appreciation has always been there, and foreign trade enterprises are turning back to domestic trade, and the driving force of their own brands will only be more.

It can be expected that there will be a lot of clothing enterprises electric shock, price wars will continue, how can customers guarantee that they will not fall behind in the next battle?

how much more opportunities are left for all guests to locate again? /p >

comment:

miss, you can only go back to .

What is "P + millet and all guests"? Lei Jun is the Savior of the old age? I don't care.

Every business mode will produce the organization that is tailored to it and serve it.

Changing business models is easy, and changing organizational characteristics is difficult and painful.

over the years, Ji Qi has been making hotels, making clothes for years, doing shopping malls and logistics by Liu Qiangdong, making software by Zhou Hongyi, and making mobile phones by Lei Jun.

In fact, they are all caught in the bud, and the blade is in the draught.

But when these people flew up to the sky, they struggled for a long time.

for roughly two years, the old age is relatively low-key.

Some commentaries said that his strategic decision swayed, leading to serious problems in operation.

This is typical standing without speaking. If you can see the future or you have no choice, will you wobble? Obviously not.

in fact, the previous customer strategy is very clear: to fight for runway and grab platforms with Jingdong, but unfortunately, these things always have a bad move, one will be worth losing ten thousand, and others will win.

What should we do if we lose? Then we must pform.

Chen said: no longer wobble, or concentrate on making product brand, to destroy the boat.

Lei Jun also gave the prescription: to go to the management level, the old age is not called the president, it is called the founder, and no vice president or assistant president is arranged after the company is inside. Go to KPI, let every department concentrate on doing the product well; to greedy, there is no need for the product to do more.

"P" "millet + fan" can do? No matter whether we believe it or not, it seems that old age is a letter.

He said to make a product that detonated the market, not the explosion in the Taobao ecology, but the extreme money in the basic money, to "sweep the market once a release".

Can a guest make an explosion? Can it be swept? It seems not difficult. The main point is that the management should have the thinking of the product manager, the engineer to have the product manager's thinking, the salesman to have the product manager's thinking, the staff all have the product manager's thinking, the user screams for the new product, and the user is willing to recommend the friend to the user.

but I am still not optimistic. A business organization established for the purpose of the electronic business platform can be said to think about the product thinking. If the business mode is based on the sky sword, the organizational capability is the Joyoung magic that can control the sword.

In other words, the sword can be exchanged, but it is not so easy to practise good internal skills.

Why do I say this? Why can I say this? Answer your question, I can ask you a few questions, and then it comes to mind: Why did Lei Jun spend so much time recruiting people in order to build millet? It is said that Lei Jun spent 80% of his time in the interview in the first year of millet.

Some people will ask: Lei Jun did not successfully pform Jinshan? Well, we studied what he did to Jinshan: production to households (independent subsidiaries, management MBO), close down and bypass (focus on three businesses, poison bully, game, WPS), water fish culture (weaken KPI, do not care about earnings), change the cage to change birds (enter the mobile Internet, Jin Shanyun), build a nest to raise Phoenix (big hand to attract talent).

in fact, you see, these five elements are essentially related to changing organizational characteristics and people.

Back to the customers, I am afraid the regrets of the old age are: in 2007, thousands of organizations will have the opportunity to rebuild from scratch. One thing should be the consensus between you and me: Innovation in the mobile Internet era, regardless of positioning innovation, business model innovation, marketing innovation or product innovation, all innovations must be carried out in the dimension space of organizational innovation.

, so if you ask me to give old age a weapon, then all redundancies will be revisited.

comment:

millet marketing can not save customers /strong /strong >

the rise of van guest and millet are highly similar. Everyone caught up with an era of cock culture rising, and millet caught up with the tide of smart phone replacement.

Fan's brand logic is that although I am very cheap, but I am a customer, so it is not cheap.

Millet brand logic is - although I am very cheap, but I am a fan, I am very high-end.

To put it simply, it is to pack a culture of cheap and make fans feel better.

from this point of view, the customer service brand is actually more successful. After all, the price of the mobile phone is several times that of the T-shirt, and the sales volume of the customer is no worse than that of the millet.

So millet is the old way of everyone, and now the problem of millet is actually the problem of everyone in the year.

For example, after category ceilings, do you want to expand the category?

It is necessary for the electricity providers to pursue growth without pursuing profits.

all customers have done the culture, but they have not done the fans, nor have they focused on the products.

But it is too late to start learning millet. The most important thing is not necessarily right.

Less than P, Millet's favorite marketing is data marketing, so that a catchword "not to run a sub" is formed to deal with all doubts about millet phone.

Van now is also working hard to learn this style, such as 300 shirts and 22 cm long staple cotton and so on.

for electronic products, configuration competition is the only criterion to judge the price. Apple is an exception.

For clothing, users do not have this habit, and even the material is not in the first consideration.

Brand and style are the most important determinants of the price of a target= "_blank" href= "http://www.91se91.com/" > textile > /a > material.

It's more expensive than a brand's leather bag than cloth bag, but it's hard for you to compare the same brand of dress with different brands horizontally.

brand on the brand, the 29 yuan T-shirt started off is obviously not a brand that can increase the value of products (so it will advertise the use of UNIQLO manufacturers), and in style, the main shirts, clothing and down garments of customers are clearly the standard items in clothing, basically the industry's explosions, where are sold, the price is almost the same.

Clothing is obviously more than mobile phones, so clothing brands and channels are more fragmented. You can't propagate to death like apple bundled apples.

UNIQLO's big clothing brand is not expensive, and you don't have much advantage in promoting yourself.

the biggest problem is still at the customer price, using the same method and cost to publicize, finally, one hundred people buy mobile phones or shirts to buy the amount of consumption is obviously very far away, publicity costs are no different.

From this point of view, the marginal revenue of all customers doing culture is obviously higher.

To sell ten million fans and sell ten million phones is tens of billions of dollars, but ten million shirts are only several hundred million yuan.

The former can play hunger and thirst marketing. After all, buy big pieces and think deeply. The latter limit is to die. You can find a Taobao shop to buy shirts for minutes. Why wait for you?

millet line is brand, goods are mostly offline channels, including regular contract machines and "yellow cattle".

Fan guest online under the channel obviously can not break through, Mcglaughlin has done so dead.

No matter what brand is being done, it will be impossible to overturn the 29 yuan T-shirt or "object" before.

Of course, not only customers can not rely on the marketing of rice, but now millet has gone to the old road of van guest.

The decline of P is caused by the change of the times. Just like the success of fan, this is not a problem of method but a trend.

Vertical electricity providers are not just customers, but most of them are out of the question.

I have always insisted that cheaply is not brand but promotion. Obviously, the fast brands that are created by cheaply do not learn the essence of real fast brands, and control industrial chains rather than marketing gimmicks.

Gimmick and marketing will make you win, but you can't keep it up.

for the clothing of all customers, the industrial chain is primary and simple, but it can also be counted as the series of shoes of all customers. It is also the only group with special teams designed by everyone.

Why do I think this product is better, because though it can not reshape the brand, at least it has autonomy in style.

< a target= "_blank" href= "http://www.91se91.com/" > dress < /a > this style is very important.