Fans Walk Millet Mode Brand Clothing Encountered Growth Curse

From PPG, Wei cotton net, initial carving, NOP... reach Van guest

Lei Jun, founder of millet company, once said that the pigs on the draught can fly, but now the wind has blown away. Can customers take advantage of the millet mode to take off successfully? Does the brand clothing business really have the chance to make a comeback?

From PPG, Wei cotton net, initial carving, NOP... To all guests, these names were once dazzling, but fell quickly. The brand clothing electric business industry has encountered the growth "the curse", behind it, is the brand clothing electricity supplier's collective loss.

Cut off 99.9% categories of customers. Millet mode

"Almost drowning disaster is almost lost. I once felt sick to myself. Thank you. The whole year is to remember. " Before the convening of a "shirt" press conference, the text was written down in the old age.

Chen did not want to mention how difficult this year is, but the two set of figures shows that it is thrilling: the number of employees has dropped from 13 thousand to 300, and the category has dropped from 190 thousand to less than 10 now. Cut off 99.9% categories of customers to take the single product of millet.

Chen said that customers quickly experienced the rapid turn of the garment industry, but if they blame the environment, that is an excuse. What he regretted most was the "object" that made everyone popular for a while, because in his old age, he had personally planned all the objects that allowed all kinds of numbers to expand rapidly, confuse themselves and confuse the whole industry.

"When Lei Jun raises, can he do a shirt first? This has been a great sensation in my heart. " Chen said, "this has overturned the way I have been walking for a long time." In the middle of last year, all customers were in crisis, and the news of suppliers' debt collection and capital chain breakage was endless. In February of this year, all customers announced that they had won $100 million from the original shareholders of Lei Jun and IDG. Subsequently, van guest announced his "one shirt" strategy.

The success or failure "all objects" imitators swarm in.

"Many of the things that we were good at before were abandoned by us, such as brand marketing." Looking back on the past seven years, Chen once thought that the most beautiful scenery was what he regretted most today, such as the object.

"Love the Internet, love freedom..." I am Han Han, not the endorsement of anyone, only on behalf of myself. In July 2010, Chen came back to the then popular stars Han Han and Wang Luodan for endorsement, and he wrote his own knife to sell all objects, not only the advertising poets overnight, but also brought a lot of Post-80 users to customers. In today's old age, this is the beginning of all greed, just because of this paragraph, let the three years of the establishment of customers to the top of the brand clothing business.

AI research data show that China's B2C in 2009 Clothing online shopping The scale of market transactions will reach 2 billion 400 million yuan. Among them, VANCL sales were second only to the then Taobao Mall (Tmall), and sales in the third quarter of 2009 were over 100 million yuan. "I was puzzled by numerous figures." Memories of the past.

Just after the popularity of objects, a large number of entrepreneurs began to pour into this field. Similarly, they want to copy the old road of PPG and customers, and use marketing to open the market quickly. Yue Tao CEO has already disclosed that after obtaining the financing, Le Tao 2011 marketing cost is more than 50%, an important reason is that the advertising fee is too high. Baidu's same location advertising, 2010 yuan 350 thousand yuan a month, early 2011 to 700 thousand yuan a month, at the end of 2011 or even 8 million yuan a month, advertising sharply increased the price of electricity business to become a huge red sea. At the same time, there are problems in product quality and high inventory in the context of high marketing.

Industry dividends have vanished from everything to animal eating.

Why do entrepreneurs lose their way in the development path? An industry insider said, because the market has just opened, the rapid success of PPG has led vertical electric providers to enter the stage of bonus era. Now the bonus era is over. Liu Shuang, the founder of NOP who just announced the closure of the website, seems to have the first thing to do in order to comply with the general trend of the draught. From now on, Tmall and Jingdong have been squeezing after the rise of the platform, the slump of domestic clothing brands, the increase of competitors and the rapid rise of costs.

"From the beginning of the year, the industry has changed rapidly, and everything has become a beast of prey. Now there are four phenomena in the entire electricity supplier industry: 1., the growth of the market is slowing down year by year; 2., the participation of competitors in the Red Sea is increasing; 3., the Matthew effect of each category is more and more obvious; 4., the cost rises rapidly to an unreasonable level. These macro phenomena are specific to the microscopic results, that is, a large number of small and medium-sized electricity providers are in deep water, and the general sales are weak or even backward. Liu Shuang said.

After three years of struggle, Liu thought of catching up with the tail of the industry's bonus. He regrets that only when the draught is big, it is innovation. The whole industrial cycle behind is a pile of threshold games.

It can be seen that over the past year, apart from the crisis encountered by all customers, some small and medium-sized clothing brands have been directly closed, such as the sale of socks, the first sale of the wind and wind clothes, the NOP of men's shirts.

It's not a unique mistake to "explode" after that.

In the view of Wu Xiaobo, a financial writer, everyone has not made any unique mistakes. In his view, many industries have exploded in a very short time, most of them have not broken through the "detonation".

"There are many different stages and industries that have exploded many popular enterprises and brands in a very short period of time, such as brain gold, on1 and three plants in the health care industry, AI Du, wave guide and Amoy in the electronics industry, Qin Chi, alcoholic spirits in the liquor industry, Shan Shan, Mei bang, etc. in the clothing industry, most of them haven't broken through." Wu Xiaobo said.

In Wu Xiaobo's view, business is a protracted war. At the beginning, it is more inspiring, brave and lucky. In the old age, commerce is a fair and free game, and everything is its own choice.

However, for the choice of old age - the millet model to transplant to themselves, there are many investors are not optimistic. An industry investor said that customers mainly make their own products and their own brands, but if they are purely Internet oriented, they will be platform based. Online retailers It has more advantages, because its traffic resources are guaranteed, more brands are settled, and more consumers can be absorbed finally.