Can Anyone Turn Around With A $68 T-Shirt?

"Where is the guest alive?"

CEO Chen recently released a group of literary and art shirt T-shirts on micro-blog, and again came back to everyone's eyes.

In the past two years, customers in deep trouble have been almost forgotten by consumers.

Now, with more than a billion yuan of debt and inventory problems to be resolved, people who want to pick up the "youth of Arts and crafts" have a sharp edge to highlight the tight encirclement.

"From tomorrow on, all the rumors and abuse will vanish."

In the old words, behind is a thankful and calm life.

But in the face of the increasingly difficult business war and the bottleneck of fast moving goods growth, can customers turn their money around with a $68 T-shirt?

Crash: when T-shirt meets Poetry

"Only God knows how much I love you."

This sentence is derived from the love of cholera in Latin American literary master Marcks, and has become the theme of the 2016 fashion shirt.

The trend T-shirt has always been a popular product of fans, and is called "VT" by fans.

In 2011 alone, VT sold about 10 million pieces.

Marcks, Mu Dan, Eileen Chang, these writers are the most beloved of literary and artistic youth.

You know, since 2011, the Chinese version of Marcks's 100 years solitude has been officially authorized in China. Over the past 5 years, the total sales volume has exceeded 4 million 500 thousand copies, and the total sales volume of the series published subsequently has reached 8 million copies.

Old age is often ridiculed as "middle age of literature and art". This literary route is also inseparable from his personal preferences.

In the old WeChat public address, he read Mu Dan's poems with deep affection. When he was travelling from Beijing to Shanghai, his backpack contained a Book of Mu Dan poetry.

"It's a fragmentary part, longing for rescue, always locked in the wilderness."

In the old age, why can't such words be expressed on clothes?

Van guest website last week launched this batch of T-shirts.

Inspired by the three writers' words, the abstract design is printed on the front side of the T-shirt, and the writer's words and poems are on the back.

At present, 15 T-shirts can be purchased directly, and some are sold in advance.

In this regard, Chen said that this is not a capacity problem, but a planned new.

"This design is completely stamped on the hearts of young artists."

Many college students have been agitated in the circle of friends. Under the micro-blog released by new products, the number of forwarding has reached more than 7000 times.

However, a considerable number of people have poured cold water on their excessive literary and artistic expressions.

Moreover, compared to the previous 29 yuan price, many people are dissatisfied with the pricing of the new product of 68 yuan.

Past: falling from heaven to hell

There are many changes in the tide of entrepreneurship, and countless companies are moving forward, but only a few have really tasted success.

Everyone has been successful.

How crazy was fan Kong? Its highest valuation was $3 billion.

In 2010, when the "object" was popular, customers sold about 30000000 items of clothing, revenue exceeded 2 billion yuan, an increase of 300% over the same period last year. It is not only a well deserved boss in the field of vertical electricity providers, but also ranked the top in the industry.

In March 2011, the target turnover for anyone was 10 billion yuan.

That year, there were more than 13000 employees in the company.

"Every guest has to achieve the year."

The goal of 10 billion yuan is to push down the number of categories and inventory and how many people need to undertake such a business volume.

According to the principle of one person managing seven people, the company must have dozens of deputy directors and two hundred or three hundred directors.

I am also enchanted in this excitement, and put all my energy on how to manage these more than 10000 people, but I do not know that the company should really manage the value.

In 2015, in the media interview, Chen dictated the experience of that year.

The written word is called "ten thousand words" by many people.

After a year of great goals, the company is in crisis.

By the end of 2011, the stock had reached 1 billion 400 million yuan, with a total loss of nearly 600 million yuan.

At that time, all customers completed only about 3000000000 Yuan sales, only 1/3 of the target.

After that, fans were still stubborn resistance, and finally carried more than a billion yuan of debt and nearly 2 billion yuan of inventory.

Today, the scale of the van's team is only around 180, and the product line is also shrinking dramatically.

"I hope that in the future, when you change your season, you need to buy a shirt or super light down jacket, and you can think of all guests. That's enough.

UNIQLO is such a step by step towards success.

Chen said, "I don't want to join in the fun any more. I've been there, and I've seen a lot of companies that are busy."

Go ahead: the days of fast fashion are not good

In the days when customers were frustrated, fast fashion brands represented by UNIQLO, GAP, H&M, Zara and so on were thrived.

They rely on the advantages of large business area, many styles of clothes and self-help selection. These brands are loved by young people and become the "Facade" of shopping centers.

However, with the upgrading of China's consumption structure, these fast fading brands are also suffering from insufficient stamina.

On the night of the release of new products, UNIQLO's parent company Xun marketing group released its semi annual report for fiscal year 2015, which was affected by the decline of UNIQLO's performance, and its net profit fell by 55.1% over the same period last year. This is the first half year net profit decline of the group in the past 5 years.

Among them, profits from overseas markets, including China, are also decreasing.

Meanwhile, the Swedish brand H&M announced that from December 2015 to February 2016, the net profit in the first quarter was 2 billion 550 million kronor (about 2 billion 26 million yuan), down nearly 3 over the same period last year.

"It's not that I don't understand, but that the world is changing fast."

even if it is

Today, some of them are not able to keep pace with market changes.

What causes the decline in performance? In the eyes of the industry, it seems that the shop is expanding without regard to the rise in consumer demand. The lack of new ideas in the design is the reason why the brand is facing the crisis, which is quite similar to the crisis of customers in that time.

On the physical stores and electronic business platforms, there are plenty of fashion clothes that keep up with the trend. But how many of them can really be tasteful? This is the biggest confusion of the pursuit of personalized young people at the moment.

"I worry about them. So many clothes can not be sold, and they can't be digested in the disaster area."

Xiao Yun, a white-collar worker who loves shopping, says.

All passengers turn around with courage.

But the pursuit of individuality and the feelings of young artists and young people must undergo a cruel market test.