Look At The Clothing Business Operators From The Decline Of Fans

　　 Truth one: the founder who didn't earn the money, with a group of star teams who did not earn money, did not know how to make money.

The experience of old age does not require me to repeat again. It can compare Liu Qiangdong's making money in Zhongguancun and making money with Ma Yun's translation agency, and gradually establishing a core team, though grass roots, but understands business and knows how to make money. For example, Ma Yun went to the United States to understand the general trend of the development of e-commerce, and then made money by making money for the enterprises and the Ministry of foreign trade and economic cooperation, and then made money for the enterprises and the Ministry of foreign trade and economic cooperation to build a website, and continued to earn money, collect membership fees, expand the scale of financing and develop other business models, and design a profitable business path and gradually establish a sound business system. For example, Liu Qiangdong, SARS caused 8 shops in Liu Qiangdong to have no business to do, forced to enter e-commerce, and received capital support after the development of the scale, and mastered the key direction of breakthroughs. The logistics of the three big mountains of e-commerce, excluding all the criticism and pressure, continuously investing and persisting, gradually gaining competitive advantage in the fierce competition, and gradually established a stable position in the fierce competition.

But the old age is different, has been the professional manager, the biggest aura comes from Jinshan and Lei Jun's internal project - excellent network, after Amazon's acquisition, the PPG market is about to collapse. Van guest The whole team was excellent veteran. During this period, there was a failed entrepreneurial experience. This is no longer said, but it can be judged that the old age did not have much experience in making money, and basically a very smooth career. In fact, Lei Jun is the same, but he can see that he is faster than Chen. It is through selling excellent investment experience that he knows the great difference between working and starting a business.

It takes two years to reflect on the past, and to illustrate this point. And in my own experience, I can feel that I haven't seen myself through the old age. At least, the truth I'm talking about now dare not admit it, because it makes him unable to face himself and investors. But to tell the truth, making money is really too difficult. As a result of this, many professional managers who are listed on the market after rapid development of new businesses or sell without profit are also the problem.

It is also a question of running away from the old age and founding the first engraving of Xu Xiaohui. First, I declare that I have no intention of offending fellow brothers in this way, but only in this way can we see ourselves clearly. If we do not agree with this aspect, we can study the founder of the electric business enterprises in recent years according to my method.

　　 Truth two: who will earn money and whom I will learn, and who will be able to get capital to approve who I will learn.

I doubt that old age and its team will not make money. I believe it was in the early days of the establishment of everyone, but the voice was relatively small. It is estimated that deep in the heart is also aware of this, but not publicly acknowledged. Under this kind of psychological guidance, the change after the customer has become very well understood, from PPG to get financing, to learn Dangdang to expand the category to get financing, and to learn Jingdong to build logistics companies such as Feng Da, learn Taobao mall to do V+, learn vip.com to do special sale.

I have written articles about these practices. Management Risk warning, expand the category I think it is not impossible, but not rhythm, no control is not scientifically based on their audience and ability to carry out, and later made their own entrepreneurial projects also made such a mistake, I was trying to expand the scale of sales to obtain capital support, estimated and an idea of the year, so it is really easy to practice comments, and do V+, my opinion is sure to lead to the loss of the original executive team. Shortly after the article was written, two vice presidents announced that they had left, because the founding team was rushing to make a brand of e-commerce brand, and V+ had been working hard.

And this year, turning off V+ is a good thing, but then learning vip.com to do a special sale, at the beginning, I always thought that it was the old age that I didn't die. Later, I realized from the understanding of all the executives that I thought I could make money and earn money first, which surprised me: this team really thinks that making money is easy. Vip.com can make money like this, and the effort and resources that can be easily replicated by customers. By this time, I realized that this is the truth, because they do not know how the customers of their own brands should make money, nor do they know how to make money for V+ as a platform. I don't know if the capital is willing to invest money so that they can continue to pay tuition fees to learn this. But we have to make sure that enterprises are not schools, but profit making institutions. You can not make money now, but we need to design clear profit paths.

　 Truth three: it is impossible to grasp the key points and not to build up the core competitiveness of enterprises.

For all customers, the key is not to learn who or who to be, but who you are and what your competitiveness is; it can be said with certainty that no one enterprise regards marketing as the core competitiveness, including the Apple Corp; if this is the core competitiveness, the world should be controlled by advertising companies. For Jingdong, his core competitiveness is logistics. For Ali, his core competitiveness is business operation capability. For Tencent, his core competitiveness is to make products. Of course, everyone built a brand -- a brand that no one can speak clearly.

The core competitiveness of Xiaomi is not mobile phones, but MIUI's operating system, and mobile value-added services that can make big money. On this basis, the marketing of millet will be useful and lasting. Only after all, millet is the mobile phone industry. If customers are doing fairly well because of millet, they really start the so-called "millet", which is actually the same as before. If it is for the new round of financing, then I have nothing to say. After all, the guest used this method to melt hundreds of millions of dollars, and has proved to be effective.

　　 Truth four: talent and system do not serve the business model.

After being mythical, he became a lecturer in the old age, giving lessons to traditional brand enterprises. brand It should be a student for years. After all, the talent structure, echelon and matching organizational structure that Brand Company needs to build will not change much because of the accession of the Internet gene. After seeing the organizational structure and talent composition of van guest, we can foresee that the plight of everyone is not old impetuous and radical. Compared with Liu Qiangdong, the expansion of Jingdong is more rapid. However, Jingdong has been adjusting to the structure of personnel and organization of retail companies and logistics companies, and has made efforts to advance according to the development path set by itself. Therefore, if three vice presidents appear to be doing it themselves, they will become less strange.

　 Truth five: aura, heavy marketing, light operation.

In my recruitment experience, I have met more than 20 people who have left or been laid off. With the knowledge of the executives, we can intuitively feel the neglect of operators.

And this year, many things, such as customer mobile client sales accounted for more than 20%, Chen in the internal implementation of mobile phone office, introspection, guest moving is questioned, suppliers default payment, etc., in fact, I do not feel like shouting, a little bit of wind and grass on everyone commentary, old age to explain complain. If the enterprise is really in crisis and really anxious, the right way to learn is to basically learn from those traditional bosses -- "shut down" and "low key", and really put their minds and energy on the hard and tired operation work, so that the target consumers can feel the change and value, without having to do more public relations and marketing. Otherwise, in the case of small teams and limited energy, coupled with the company culture formed by the founders, the company will continue to relish all kinds of bodies, causing the company's resources to be continuously consumed by marketing. Then, in the upgrading of the network market, the sales will be weak, the confidence will be lost in the unclear positioning, and the introspection and death in the media exposure.

Perhaps words are too heavy, but my wish and starting point is sincerely hope that all customers, as representatives of China's e-commerce brand, can tide over the difficulties and return to the brand development path of steady development, and become the clothing brand that we respect and love. This article is just a wake-up call for myself. I hope to have some thoughts and inspiration for all the partners who continue to start their business. This is the value that this column wants to embody.