Everyone Retells Stories And Involves Rivers And Lakes

What is the revival of customers? The return of products has become the biggest highlight of all customers.

"I don't want to pursue any grand narrative anymore.

Even if it's just the most basic.

Everyone CEO Chen said, now just want to do the product well.

In April 1st, the long silence of all guests, rarely seen in recent years, returned to the glare of the day.

According to the old saying, the new product released by Wukesong seems to have a hidden coincidence. The road of Beijing 21 years ago started from the agricultural academy near Wukesong.

Whether from the weather or outside industry atmosphere, all customers are at a time of cold and warm alternations.

In 2007, all customers started their business in imitation of PPG. In 2010, because of the rapid expansion of the "object" marketing storm, the annual sales reached a scale of 3 billion 800 million yuan, and the marketing cost reached 500 million yuan. However, the rapid expansion of the customers quickly fell into a runaway situation, and began to adjust and lay off for several years, just as a serious illness began.

The good news is that over the past few years, customers have basically started to go back to zero, or even start business again.

The scale of the whole van company has been reduced from its peak to more than ten thousand people to the current more than 300.

As a result of the crazy expansion, SKU (inventory unit to distinguish single product) once reached millions, at present there are only 1000 SKU, and the category is gradually concentrated in shirts, T-Shirts, jeans, canvas shoes and other good areas.

In terms of brand focus, the platform V+, which was originally out of control due to rapid expansion, was once more dilated.

In fact, with the rapid development and reshuffle of the electricity supplier market, the voice of customers has been weak for the past two years.

In 2010, when customers were the most prosperous, they were in China.

Market share once reached 5.2%, second only to Jingdong, Amazon and Dangdang (Tmall was founded at that time, and Ali was mainly Taobao platform).

Beginning in 2011, the van customer market began to slide, from 5% to 2%, although in 2012, the inventory cleared sales pulled back to 2.7%, but the overall downtrend has been difficult to reverse. In 2013, the market share was only 0.2%. Since 2014, there has been no record of customers in the main electricity market rankings.

Correspondingly, the number of new e-commerce platforms such as shop 1, vip.com and jumei.com has increased.

Since 2014, the road of reshaping has been placed on the product line, especially the dominant category when the product first started.

Whether this strategy works or not remains to be seen. However, compared with the previous emphasis on brand marketing and advertising era, customers have chosen to go back to their products in order to save the consumers who lost.

In fact, over the past few years, Chen has been reflecting on many occasions. At this conference, he even sent out a feeling of "being a new man".

Now the whole

It is still at a low level of prosperity, especially in the leisure sector, with fierce competition at home and abroad.

Semir and so on have been working in the clothing market for many years, and have set foot in new growth points such as electricity providers, children's wear, etc.

It is worth noting that although most enterprises are taking various forms of pformation, there are not many successful cases.

"Short-term spun clothing consumption growth is still weak, electricity supplier growth is also slowing down, although there will be some callbacks, the medium and long-term enterprises should look at the pformation trend, but the pformation is not easy, the process is long."

In a report on clothing industry at the beginning of this year, Guo Jin securities is an evaluation.