The Clothing Industry Is Stagnant.

　　 Van guest Since 2010, it has experienced a concussion from peak to trough, and has become one of the controversial cross-border models. The seven round of financing of Internet users, the Internet brand of 8 years of pioneering work, has already passed the era of concept pursuit.

All customers rely on what revival? The return of products has become the biggest highlight of all customers. "I don't want to pursue any grand narrative anymore." Everyone CEO Chen said, now only want to make the product well, "even if it is only the most basic."

Heavy on rivers and lakes

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.

As a matter of fact, Electricity supplier market Rapid development and shuffling, the voice of customers has been weak in the past two years.

In 2010, when customers were the most prosperous, its share in China's B2C market was once 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".

At present, the whole garment industry is still at a low level of prosperity, especially in the leisure sector, with fierce competition from domestic and foreign brands. Overseas UNIQLO and so on are all in the fashion of fashion parity. Domestic American and Semir have been working in the clothing market for many years, and have set foot in the electricity supplier. Children's wear And other new growth points.

It is worth noting that although most enterprises are taking various forms of transformation, 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 transformation trend, but the transformation 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.

Millet transformation

On the road of remodeling, Lei Jun's intervention is also thought-provoking.

In early 2014, after more than two years of difficulties, everyone finally welcomed the seventh round of financing, the scale of 100 million dollars, of which Lei Jun, a close friend, was the leader and was regarded as a "fire fighter" for everyone. Later, the industry began to talk with Lei Jun for a long night, and the story of seven words was "focused on word-of-mouth."

Chen also admitted many times that he was closely related to Lei Jun and was "a thick Brotherhood". There were also many discussions about the development of fan customers.

In April 1st, at the fan conference, Lei Jun for Chen and fan guest platform, lamented that all guest error is because "in the past rushed too fierce", Lei Jun said that a few years ago, there were many times after the fan guest T-shirt washing, "white yellow, black turned red" problem, and ridicule "the worst thing in life is to vote for everyone, since then, can only wear clothes for everyone."

Lei Jun said he knew very well about the quality of customers. He was also "bitter" a few years ago. He said he was too fast and wanted too much to control his greed. He did not want to sink his heart to do a little thing well.

In fact, as Lei Jun and Chen's personal relationship is very, it is investor relations, in recent years, millet related press conference, Lei Jun's costume, basically speaking for all customers.

For the current situation of customers, Lei Jun, who is the dual role of friends and investors, is constantly encouraging the old people and customers, and appealing to the industry to be tolerant to customers. "There are still many difficulties for today's and future customers, but at least they are on the right road at present."

It is worth noting that at present, many strategies of customers are easy to reminiscent of the shadow of millet and Lei Jun. Highlighting the concept of "extreme", creating the main products, and pursuing explosions, and so on, at the same time, there are some similarities between Lei Jun and millet on the product release. In fact, ever since 2013, there has been a saying of "millet type" transformation.

However, according to the opinions of all customers, Lei Jun also provides guidance for all customers, and the two sides will communicate with each other. "Lei Jun's own plate is so big that it can't take much time to manage all customers." All customers are mainly independent development, and management and direction control are still old.

For this statement, Lei Jun himself talked about this problem at the press conference. "Many people said that I had developed the idea of old age. In fact, it wasn't the old year's desire to be a guest of the past."