All Passengers Demonstrate Slim And Self Rescue Routes

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Shoes and hat net's small compiling to introduce to everyone is to reduce weight and save themselves, and to make shirts and millet route in old age to be verified.

It is understood that the cost of 80 ironing shirts ready for sale in September 9th will be around 140 yuan.

That is to say, each shirt costs 11 yuan for everyone.

Beijing (Beijing store) Yizhuang Economic Development Zone Jinghai road 3 Chuang three street, this is the new location of van guest technology Limited (hereinafter referred to as "fan guest").

At 7:30 p.m. on September 3rd, fan CEO wore a white shirt in the conference room of the 3 staircase of the office building, and he was interviewed by financial weekly newspaper reporter.

According to Chen, he and his fans were moved in September last year.

Walking into the factory area, in the 6 storeyed building where this thing is heading, customers do not decorate the new office with fashion.

On the contrary, everything is simple, and the executive office, including the old age, has a simple layout.

The only thing special is that everyone's room is full of clothes hangers. Now the customers are more like a startup company.

It is hard to compare the current customers with the "all object" company in the north and south of the red river.

At that time in 2007, with a shirt, all customers were popular with consumers for brand marketing and cost-effective products, and once became a successful example of the brand of early rising e-commerce.

However, it has not lasted for a long time. Since 2012, the customer expansion strategy has made it face enormous product inventory pressure.

"In 2012, when the stock was the largest, there were more than ten billion inventory backlogs, and it was also relatively high in the same industry."

Chen told financial weekly reporter.

In fact, old age is not without reflection.

"In fact, as early as August 2011, we already realized the problem of inventory. In 2012, it was a process of digestion for all customers. In 2013, the whole company really reconsidered the product itself."

From the second half of 2013, everyone has found a new direction, that is, "millet", to achieve the ultimate goal.

Then, can the millet route save all customers? More people in the industry believe that the customers who are re on the road are facing many problems such as unclear target customers, the pre-sale mode and the market criticism.

Make your shirt perfect.

Every guest fought again and again, shouting, "if we don't make a good product, we will be struck by thunder."

Indeed, in order to make a good product, it has been hidden for a year.

In August 28th, Chen appeared in the 798 fashion design center of Beijing, announcing the adjustment of the company strategy, cutting off other business of customers, making only single products, starting from the shirts that all guests started.

In the conference of van guest, Chen spoke from Akesu's long cotton. In an hour and ten minutes speech, almost the whole process of the birth of a shirt was covered.

This shirt is the 80 ironing shirts designed in Xinjiang, Vietnam and Japan for many times in the past year.

"It took me a year to get through a shirt."

Regrets.

According to Chen himself, in the past year, he spent almost all his energy on how to make a shirt, such as the best cotton, how to design the shirt lines smoothly, how to process the ironing process and so on.

It is not easy to do well in quality, but the process is even more painful.

Referring to the changes of the company over the past year, Chen said that nowadays, customers should concentrate on their work and start with a good shirt.

"In fact, when we first moved here in September 2013, we had a large number of employees and a large number of products."

"Now that we are clear about our objectives, we will cut down all other businesses of our company (all exclusive stores), and the staff are also being streamlined. At present, there are more than 300 employees in the company.

Now all I have to do is concentrate and be simple. I can't manage other things.

Old age supplement.

Indeed, it is not difficult to see from a series of actions of van guest that this year is a real thing to do. Even a bit of paranoia in order to make a shirt is significantly different from the route that has been left to everyone to expand and grow.

This time, Chen is hoping to open up a new mode of customers.

In the conversation with reporters, Chen talked about Lei Jun's impact on customers. "At present, the company has gone through 7 rounds of financing, and it has been established for more than 7 years. Almost every round of financing, every major decision of the company is led and led by Lei Jun."

It is not difficult to understand that the love between Chen and Lei Jun is "true love".

In the past, he hoped to play a beautiful battle with "focus on a shirt".

Today's fans sell shirts like Lei Jun sells millet phones.

According to the old understanding, the essence of millet is the fear of products, users and partners. The essence of a product is the lack of the whole industry.

"7 years ago, everyone started by shirts, but because of the lack of understanding of the industry at that time, we made more rapid growth through more styles, more colors and more SKU."

Chen said that, looking back, especially in the past year, it has become more and more evident that the clothing industry has become worse and worse, so that people do not talk about quality.

"So the most urgent task for all customers is to make fresh, breathable, good feel, no ironing, no cross, easy to handle, wash 30 times, no distortion, high quality white shirts."

Chen said.

And the ultimate shirt is only 129 yuan, which happens to be impossible for other businesses.

"From now on, this shirt is more than its price from design, processing, distribution to pportation to our storeroom."

It is understood that the cost of 80 ironing shirts ready for sale in September 9th will be around 140 yuan.

That is to say, each shirt costs 11 yuan for everyone.

In accordance with the old intention, what he wants to do now is to take the quantity and start the word of mouth.

Through the word of mouth, the volume will go up. After having the market share, it is possible to raise the price.

"Decision is a painful thing, but I believe this process will not be too long. I reckon we will reverse this loss in about a quarter."

However, it seems that some people in the industry are not very optimistic, even if the shirts that are focused and more exquisite are, after all, a shirt, not a mobile phone.

Electricity supplier Lin Wenbing (a pseudonym) seems that prices have never been a problem in the clothing industry.

The clothing industry has never had a product that will last forever.

On the contrary, ever-changing is the primary goal of consumers.

Even if shirts are most likely to be "millet" products, but do not ignore the current 80, 90 million changes in consumption fashion.

Confusion of pre-sale mode

Today's fans have a heart of millet, and it hopes to go back to its past glory through the operation mode of millet low price and high reputation, and word of mouth marketing.

Of course, the idea is beautiful, but the reality is that the pre-sale business model still needs to be tested by the market. After all, shirts are not mobile phones.

"2 minutes and 08 seconds are sold out" and "0 minutes and 25 seconds are sold out", which is a classic hunger marketing case performed by millet machine and consumers.

According to Chen's prediction, the shirts sold in advance in September 9th will also be sold like less than an hour, like millet phones.

However, it has been questioned that millet sells consumers by hunger.

But millet public relations Liu Wei once told the financial weekly newspaper reporter, actually millet does not exist hunger marketing, but too focused on products, leading to early production capacity can not keep up with the supply.

This time, the old answer is different from the explanation given by millet public relations to reporters.

Chen told reporters: "hunger marketing or pre-sale mode, this is not intentional, in fact, with the previous production capacity of millet climbing, like when you use high standard process, details of your clothes, there is also the problem of capacity climbing."

Although it has been emphasized repeatedly that this is not what everyone wants to do.

But in the electricity supplier Li Lijun (a pseudonym) seems, now the fan marketing mode is walking "millet second".

"Millet futures, snapping up, speculation mode has been criticized, entering the Taiwan market is a hit.

Although this marketing mode is on the mainland

The crowd made a lot of eyeballs, but it also hurt the user experience.

In the eyes of more people in the industry, the crazy expansion of millet is now grabbing China's "Shanzhai" market, but for decades or even half a century of history, apple, Samsung (Samsung store) and other international famous brands, it is still difficult to pose a real threat in the short term.

Li Lijun said, for example, "the concept of futures and rush buying is feasible for 3C digital, but it can not be eaten in the clothing industry. Buying clothes is different from buying electronic products. The added value of shirts is limited, and the importance is not so strong.

On the contrary, I can go to YOUNGOR and buy it.

He explained that people who wear white shirts are not a group of people who are in the consumption of millet, and those who really wear white shirts must be successful business people, including civil servants and financial practitioners.

So this part of the crowd will not wait for a few tens of billions of dollars and hard to wait for the guest shirt, because this part of the business people do not lack a shirt money.

"The objective reason for millet success is to catch up with the historical period.

However, the brand of clothing is very long, and it is a long process from creation to real understanding. The idea of learning the millet mode is very good. The key is how to really implement and succeed.

Tian Hao capital CEO and chief analyst Hou Xiaotian has said.

Another problem that can not be ignored is how many consumers will wait for the next season's products to be sold, and how many consumers will wait? Apart from the famous brand discount clothing, it may ignite the enthusiasm of customers, and how much is the brand value of the long and weak customers?

Whether a shirt can save everyone in the fire and water, with millet marketing mode, whether the guest can nirvana, everything is still early, still need time to verify.

Valuation shrank by 67%

According to information disclosed by fan, the current round of financing was led by Chairman and CEO Lei Jun of Xiaomi company. IDG, LIAN Tsai yuan, Sai Fu, Qiming, Temasek, CITIC, and Tong were all involved in the current round of investment and the scale of financing exceeded 100 million US dollars.

It is worth noticing that Lei Jun used to be an angel investor in the initial stage of everyone's life. He had a very good relationship with the founder of all customers. Since the second half of 2013, he has admitted that a series of adjustments have been made by Lei Jun.

In addition to Lei Jun, the remaining investors involved in the financing are mainly old shareholders of all customer financing.

Before that, van customer has already made six rounds of financing.

According to public information, the first round of VC financing for all customers came from the $2 million financing in October 2007, led by LIAN CE and IDG.

However, the rapid development of the electricity supplier industry also let Lei Jun and Chen know well.