From The Decline Of Fans: The Design Of Clothing Lies In The Design.

I was not optimistic a few years ago.

Now, the fact is here. I don't even care about the customers anymore. We thought we would become China.

perhaps

The fan now seems to be the next PPG.

Needless to say, the age of editor's birth has extraordinary marketing power.

In 2010, "all objects" went all over the Internet, and quickly aroused the frenzy of making sentences all over the country. It once became the hottest Internet event of the year.

The brand has also occupied the hearts of millions of consumers.

The amazing script is in line with the youth image of Han Han and Wang Luodan.

It has injected young, literary and artistic independent genes into the white-collar and university students of the second tier cities.

Compared with other traditional fashion brands that are still in style, customers really take the lead and start telling stories for brands.

It is also the forerunner of user experience.

In order to do well the last kilometre distribution service, in 2008, it began to set up its own logistics company.

From the initial 5 sites in three cities in Beijing, Shanghai and Guangzhou to 150 sites covering 28 cities, the speed of wind expansion is as high as its distribution speed.

Coupled with the unique experience of trying to sign again, the quick return process, the logistics advantage has gathered a large number of loyal users for the customers.

With the support of successful marketing and quality service,

Sales doubled every year, and sales in 2010 reached 2 billion yuan.

The triumph of joy once shrouded in old age. When he made the sales plan for 2011, he put forward the goal of selling tens of millions of sales.

All customers try to break through.

"Positioning", constantly expanding categories, from cosmetics, household products to digital products, all customers have become an electronic business platform to sell.

It was not the case when a guest was first established. In his old words, "selling clothes is much more profitable than selling books."

So they went to sell shirts, but the truth is that they do not know clothes until now.

So what we saw

It is not like a clothing enterprise, but a pure Internet enterprise.

From the clothing business to the comprehensive platform, occupy a certain market share, refresh sales volume, and then use this chip as a chip to get more financing, and finally successfully landed on NASDAQ.

This is the initial development path of van customer, and the ultimate expectation of investors and market.

Around 2010, everyone in the market in the warm east wind blowing fast run, one side to improve and improve the channel like wind, on the other hand, category expansion.

At the most time,

There are more than 30 product lines, with SKU reaching 240 thousand.

The department store and even dustpan mop are sold. It is said that a product line can be sold for more than 50 million yuan, no wonder.

The consequences of this crazy expansion quickly emerged. In 2011, the final sales volume of all customers was 3 billion 900 million yuan, far from the target of 10 billion yuan, and it brought 600 million yuan loss and 1 billion 400 million yuan inventory for customers.

Bad financial data also broke the bubble of public listings.

In the following year, customers began to clean up their stock painfully. They abandoned the high profit industries such as home appliances, digital and so on, and shifted their attention to their starting point.

Bags, home and so on.

stay

At the annual meeting in 2013, it was decorated in the past. It announced that the cash flow in the fourth quarter was "messy" and the inventory cycle was also reduced to less than 30 days. But don't forget that such excellent cash flow was obtained at a loss at the expense of sale.

In the year's website, van customer was filled with "29 yuan" advertising, and even "9 yuan area" and "10 yuan area".

The image of van guest suddenly changed from the "literary fan" and "exquisite white-collar" to "cheap goods".

And Lei Jun, who has just invested in strategic investments, has responded to this: "as a regular customer, my request is actually very simple, that is, a really good white shirt! The product is ready to have the customer's brand and user loyalty." this phrase is micro-blog's comment. The crux of the seven years' getting farther and farther away is from the product.

Chen and others have been busy branding advertising trees, busy building big platforms and looking for investors' financing, but they have never thought of making a quality product.

Most of the executives of van customers came from excellent network or other Internet Co. They are better at Internet operation, and few from traditional clothing industry.

Because of this, all customers are up and down the outdoors of a group of clothes.

And fan's foundry is located.

The Pearl River Delta and Yangtze River Delta regions with manufacturing intensive industries, as well as Chongqing, Vietnam and other places, can be found in the Pearl River Delta and the Yangtze River Delta. There are no specialized procurement departments. Most of the purchasing and production personnel are stationed in Beijing.

These purchasers, who are not familiar with the production themselves, often make a hasty glance, but have not seriously checked the quality inspection links.

As a result, the quality problem of every guest began to appear frequently. The clothes were shrunk, deformed and faded, and the upper and the upper part were separated and even broken.

All along, everyone wants to become a fast fashion brand like UNIQLO.

Ryui Masahito, the head of the door, emphasized that "clothing is information itself, which comes from design and from the brand itself".

Design may be a factor that affects brand image more than product quality, which is another short board of van guest.

Besides canvas shoes, there is a relatively shaped design team, and all other products of customers are basically purchased by buyers.

It was not until last June that customers built their own version of the house.

The key link has been handed over to the foundries.

Even with its own "professional version of the housing", the 300 versions of the products produced by customers are still widely criticized. Due to the lack of design capabilities, customers are not even as good at doing the same thing.

The "brand" has played an important role in the cracking of silk and Korean clothing houses.

This may be

At first, it was built on men's clothing which is more standardized and less in categories. Everyone wanted to study UNIQLO, but he only learned the most superficial level.

Although UNIQLO is relatively small in style, it has strong strength in Fabric Science and technology research and development, and has developed a series of clothing with high technical content such as AIRTECH, DryT-Shirt and BRATOP.

Everyone once came from the wind and was full of ambition, but as Chen himself said, vanity, too much in pursuit of scale and growth, allowed everyone to forget the essence of their products.

The decline is caused by the change of the times. Just like the success of fan, this is not a problem of method but a trend.

Vertical electricity providers are not just customers, but most of them are out of the question.

Cheap brands are not cheap. These fast brands that are created by cheaply are obviously not aware of the essence of real fast brands. Marketing can not be separated from products.