Three Asked Chen: The Risk Of Millet Pformation

Now, customers are no longer asking spokesmen. The route of new products is not the fashion show of the traditional clothing industry. Instead, it is like the release of millet by Lei Jun. It takes more than an hour to tell you how a good white men's shirt is made and how the quality is good. Finally, a sincerity can not be sold again and again in good faith. The retail price is 140 yuan, the retail price is 129 yuan, and the loss is 11 yuan per piece, not counting the cost of management, operation, mail and marketing.

The former guest, whether it is the spokesperson or the communication channel, plus the corresponding product strategy, basically over 70% of the population is mainly the college students, Han Han, Wang Luodan, Li Yuchun and Huang Xiaoming, the 18~28 year old people, are all touched. From the public survey, this kind of people also constitutes the main consumer of the customers, that is, the main component of the 30 million users in Chen's mouth, consuming about 50 yuan of products (especially canvas shoes).

Now, Uncle Chen has become a professional term and recommends a white high quality shirt to wear at work.

How much conversion rate do these accumulations have? How much can new users get through only a scientific and technological conference? Besides, rational business people will be moved. After all, guys who wear BOSS and Armani, besides quality, value brand identity.

The accumulation of customers is temporarily unable to give such a "face". It is easier to reshape "Li Zi", and to rebuild "face" may be more difficult than imagined.

In fact, sellers who sell cheap goods are living in a good few. Cheap cars like China also consume a lot of people. Manufacturers also make money, because consumers are not stupid, knowing that every cent is divided into goods, which is a tacit agreement with manufacturers.

Low price and low quality also left room for profit.

Millet is also the same, the price of 1999 yuan is a profit margin, and the quality is not really the ultimate, the problem of battery overheating is ridiculed.

But consumers also know that 1999 yuan can not choose a wide range of brands in the mobile phone category, and know the quality of acceptable.

The sales scale of van customer has reached about 6000000000 yuan, creating a miracle of China's independent brand B2C, but it has been losing a lot of money, and it also has a lot of inventory like traditional enterprises.

This is not only related to product line length, but also to pricing strategy and cost control.

This time, the quality of the product is strengthened, but the pricing strategy is still problematic. If the white shirt is to rebuild the image through quality improvement and form a strong word of mouth effect, the strategy can still be achieved after the series of products are introduced to realize the differential profit of sales.

But if it is not, or hopes to reduce the cost of the back-end cost through the sales scale, perhaps the garment industry will face too many challenges. After all, a millet can sell over twenty million sales for two years, and a white shirt can not sell twenty million items online. It is just that the cost of difficulty and cost is much higher.

After last year's experience, it became very strong and became very real. When it comes to investment, I didn't wait for me to say anything. It's true that Lei Jun's brothers help him. It's easy for everyone to die.

Frank fan is now overcorrecting, making everyone, including me, moved.

But reason tells me that moving to consumers may be able to rationally dominate the operation of enterprises.

As for customers, marketing strategy, operation system construction and channel strategy are bound to face great challenges. Improving quality is not difficult for many brands. Once everyone is of the same quality, those competitors who match the brand image, clear marketing strategy, sound operation system and complete channel strategy must have more advantages than customers.

It is true that I am impressed by the fact that everyone is gambling again. Of course, I am very impressed with the truth. It also reveals the old helplessness. It really makes the guest die now. Maybe he has never made an opportunity for a brand to be an enterprise. The age is placed here, and once he has given up all customers, he proves that he has failed completely. Rebuilding trust is more difficult than saving everyone. It is better to gamble with the $100 million (a new round of financing). Although I think the risk is great, it may be much lower than the risk of abandoning the customer or in accordance with the previous practice. After all, the cost is much too small.

There is not much stock, the team has been reduced from ten thousand to more than 100, and the two time entrepreneurs have finally given some blessings. By the way, they feel the white shirts of everyone at the scene. The quality is really good! Maybe this is the strong self-confidence and vitality of the old age.