Can Everyone Take The Opportunity To Turn Over?

Millet makes mobile phones, customers make clothes, and the "millet mode" is used to transform the success of all customers. In the industry, it seems that it will take some time to test. Wang Xiaoxing, an analyst at Analysys think tank, said in an interview with reporters that it is right for all customers to do "extreme" and focus on "explosive money" to do well in the transformation strategy of clothing.

And 5 years ago, everyone and Chen were red.

"Love the Internet, love freedom, and love 29 pieces of T-SHIRT, I am Han Han." In July 2010, every object advertisement was very popular, and the popularity of universal imitation was raised.

In the same year, customers sold about 30000000 items of clothing, total sales exceeded 2 billion yuan, an increase of 300% over the same period last year, becoming the leader of vertical electric business, ranking fourth in the industry. By 2011, customers sold more than 70 million clothes.

Under such a performance, everyone started a crazy expansion. It is reported that during its heyday, Van guest It has more than 30 product lines, not only for clothing sales, but also for home appliances, digital, department stores, and even mops and kitchen knives. In January 2011, Chen set the annual sales target of VIC at a conservative rate of 6 billion yuan. In March 2011, Chen corrected the number to 10 billion yuan. However, the sales target of the last 10 billion yuan was only 1/3. At the end of the year, the inventory reached 445 million yuan, with a total loss of nearly 600 million yuan. The plan to go to the US market in November of that year was also lost. Subsequently, everyone welcomed. Growth explosion The turning point, the production line, capital chain tension and huge inventory backlog, the three mountains to all customers.

Public information shows that from 2012 to now, the development trend of comprehensive e-commerce is swift and violent, and several big business tycoons have almost delineated the pattern.

The 2014 B2C business market report released by Analysys think tank showed that the total market share of the first group army consisting of Tmall, Jingdong and suning.com in 2014 has already exceeded 76%, and the subsequent Yi Xun, Dangdang and No. 1 stores occupy a certain market share by virtue of their respective advantages in the vertical category. At present, the customer market share is only 0.3%, ranking 12.

According to Analysys, for the competitive situation, the top ranked platform enterprises have obvious advantages of capital, resources and traffic, regardless of category composition, business layout and product innovation, they are in the leading position.

Van guest's leading edge has been gradually lost in such a white hot competition environment, but the overall contraction of everyone's strategy is significant in Wang Xiaoxing's view. He pointed out that the success of the "millet mode" lies in the high price performance ratio of products, and the principle of "focus, extreme, word of mouth, fast", and strategic attention, in order to achieve the acme of the product, and the ultimate product can be finally recognized by consumers, thus forming the word of mouth effect and rapidly expanding the market.

The rapid expansion, the flow out of control, the quality problems of customers appear gradually, let "I am fan" fans gradually lose, brand reputation is also greatly reduced. In 2013, everyone fell from glory to low.

In the industry summed up the reasons for the failure of customers, "re marketing light products" "blind expansion" has become the key to the failure of all customers. In the years of "trial and error", the domestic electricity supplier industry is also changing.