Those Who Drop The Draught Can'T Go Back To 10 Billion.

In 2019, for the fast fashion brand in Chinese market, it was like a cold winter.

First, Newlook Topshop announced its withdrawal from China. Then Forever21 and H&M also announced that they had to close some stores. Even in the past few years, UNIQLO, which had great potential in the Chinese market, had to slow down the pace of expansion, while opening new stores and closing old stores.

When foreign monks can't read well, few people can imagine that China has also seen fast fashion brands with fierce expansion, such as Vancl, which has just entered 2 billion after 4 years.

In a sense, the customers who stand on the Internet outlet have played the "basic" and "cost-effective" trump cards in the Chinese market first than UNIQLO.

However, in the past 12 years, UNIQLO has more than 700 stores in China, but customers have become a symbol, struggling in the torrent of times.

To see today's fast fashion decline trend, we may as well look back. China's fast fashion represents how all customers get on a bumpy road.

Van guest left us the deepest impression, one is 29 yuan T-shirt, 59 yuan canvas shoes, and the other is the object of all over the world.

The first impression comes from fan's imitation of PPG, a clothing direct selling company. This is the way for everyone to start.

In 2004, excellence network made a price of $75 million, selling itself to Amazon.

Using this fund, chairman Lei Jun became an angel investor, and then set up a vice president of millet.

In 2007, PPG shirts were in the ascendant, known as "DELL in the clothing industry". Without factories or shops, the sales volume increased by 50 times in a year and 10 thousand shipments per day, after only more than 2000 of YOUNGOR stores.

The secret of PPG is to put forward a brand new mode of light assets operation in garment industry. It does not undertake the cost of factory, stock and facade, and gives shirts to the OEM of cooperative enterprises. They are only responsible for quality supervision, and then deliver products according to customer requirements.

At that time, Chen had already participated in the experience of founding "I have network" and "excellent network", and became a veteran Internet entrepreneur from a media man who knew nothing about the Internet.

He has a proud case, using 5 yuan of a piece of "big talk Westward Journey" CD-ROM, let excellent network imitation Amazon, successfully pformed into electricity supplier.

The reason why everyone became a customer is the imitation and optimization of PPG. It is also the OEM production, but it does not sell shirts to sell T-shirts, but also relies on the call center and the Internet. But it achieves 7 x 24 hours online, and also does online marketing. But it has been putting on color page ads for a long time in the bestseller magazine "readers" and "youth Wen pick". It is also the main performance price ratio, but the price is reduced from 99-120 yuan to 29-59 yuan, and also depends on express delivery. However, the self built B2C delivery express is as good as the wind to solve the "last mile" problem with the highest rate of customer complaints.

Very soon, the growth myth of PPG was shattered in the condemnation of the goods and the inefficient logistics.

In 2009, PPG went bankrupt, but at that time, all customers stepped on the legacy of PPG, and made an annual sales of 500 million yuan. In essence, the secret of everyone is to "achieve low customer expectations by using low prices".

A micro-blog, a nostalgia for millennial years, publishes "everything object".

In 2010, the second impression left by Van ghosts was that "everything object" was on the bottom of the 500 million yuan annual sales volume.

Love the Internet, love freedom, love late, love night stalls, love racing cars, also love 59 yuan canvas shoes, I am not a flag bearer, not whose endorsement, I am Han Han, I only represent myself.

Like you, I am a fan.

This year, Han Han appeared on the cover of the Time wearing a red scarf. He was named one of the 100 influential people in the world. He also published a magazine "solo", which is considered to be a "pformation from a rebellious youth to an intellectual". There is no two in the moment.

Van guest used an advertisement to tie Han Han and himself together and sell them to the streets and alleys.

At that time, the combination of fan and Han Han was not so much a commercial endorsement as the mutual achievement of the two.

A tagging and tagging of a label will make Han Han's public image more vivid, and let everyone get a hard core brand connotation outside the 29-59 yuan low quality mode: personality and self recognition.

All of a sudden, we lock the young customer groups in their twenties and twenties.

In today's words, every customer is a vertical electricity supplier, and everything from customers to customers is vertical.

In 2010, the sales volume of all customers jumped to 2 billion yuan, with an annual growth rate of 300%. In that year, the total financing volume of the customers was 150 million dollars.

Many people think that this is the power of the "object" advertising, which is actually the power of concentration.

It was said that at that time, he went to visit suppliers in Zhejiang, and found a worker wearing a T-shirt and shoes in a factory that made shoes for everyone.

On the one hand, these products are not factory furniture, but workers voluntarily buy on the Internet. In the past, they were shocked by the idea that "the brand should be moral". Therefore, the concept of "people's fashion" was put forward, thus changing all customers from an electric clothing business company selling clothes to an Internet fast fashion company.

What is the difference between the two in the old age is not known, but in this story, if not everyone's products satisfy the expectations of the youth, they will not buy any customers.

In the final analysis, just like the conclusion of Softbank Sai Fu to everyone, "no money is worth wearing, and money is worth wearing."

What really touches the customers is the quality that they even recognize by their own hands, and the attitude of the customers who represent the "object" of the signature file.

But at that time, customers did not understand it at that time.

Just as Lei Jun wore a guest T-shirt, he set up a V+ on the basis of the idea of "cheap and high quality" for everyone, and this is a platform that allows third party businesses to enter.

The vertical electricity supplier starts to become vertical.

After the five round of financing, the valuation of the customers has reached US $3 billion, and we are on the road to IPO.

For the fast horse running, the onlookers are envious of their speed, but the people who control it are gradually losing their vigilance.

As a result of the sales volume of 2 billion yuan in 2010, van guest proposed to reach 10 billion yuan in 2011.

In order to achieve this huge growth rate of 400%, the old people boldly let go, and the whole customers are immersed in the atmosphere of rapid expansion.

After carrying the banner of the 10 billion target, the whole guest appeared the symptom of "planned economy".

If a category is to be made one hundred million, the head of the Department will have to carry on the task, then consider how much SKU the one hundred million needs, and how many people the SKU needs, and so on.

The first to bear the brunt is the new platform V+.

After the successful imitation of PPG, the guests began to imitate the Amazon's road, but slightly different is that V+ as a guest to expand the category of the platform, all goods will enter the customer's inventory, post Vancl trademark and then resell.

In order to complete the target of 10 billion yuan, all passengers speed up the recruitment of troops, the staff once more than 13000 people, president level leadership of more than 30 people.

In the original pure T-shirt and canvas shoes, all customers have a large more than 30 product lines, covering clothing, household appliances, digital, department stores, even mops and kitchen knives, can also be found in the mall.

Internally, it looks like a good thing.

For a staff member, a small supervisor who is under 30 years old can decide the order of 80 million yuan.

The two levels of similar department managers can also help each other by "you recruit 500 people, I invite 1000 people".

In such an atmosphere, they wore Prada and Zegna in the past, but they talked about "buying LV", while Lei Jun spoke publicly. "I really believe that the success of every guest is at least 99% unless it is a major and unforgivable mistake.

"

Love, love those who live in the distance.

"

But can a camel know when it is the last straw before it is overwhelmed?

In this year, the advertising investment of all customers is increasing.

In addition to the original subway and road sign, the customer also increased the amount of CPS. Simply speaking, it is inserting the advertisement of everyone in the webpage. Anyone who enters the link, produces the purchase, and links the page can earn commission outside the original advertising revenue.

This is a new attempt by Chinese e-commerce providers to use the Internet to soliciting passengers. The effect should be good, arguably, but under the control of the loose and loose quality of customers, these new customers can get the difference between "many spells" and "sunset".

Advertising costs are rising, but bad reviews are piling up.

Van guest started bleeding.

At the end of 2011, the inventory of van customer reached 1 billion 445 million yuan, with a total loss of nearly 600 million yuan. Behind the huge losses, it was less than 3 billion yuan in sales.

The target is not up to 10 billion yuan. The banner is turned into a production line, a capital chain and a huge inventory backlog.

In order to "move mountains", the customers switched their guns to the inside, cleaned up inventory and laid off workers, and set up a data center in recent years to look at the data.

Over the past two years, more than 8000 people have been laid off, and three of them have been questioned by the dismissed staff. They directly challenge everyone: "every department has to give 5% of the quota just like executing the prisoners. What is the purpose of recruiting people crazy at the beginning of the year?

"

Van CEO did not respond. In 2013, Chen only pulled Lei Jun and visited a group of customers who had made drastic reforms. But Lei Jun said, "it doesn't feel like standing in a brand store, but in the department store.

"

This year, Xiaomi released its brand of "red rice mobile phone", which has contributed half of its contribution to the world.

As an angel investor, Lei Jun's advice to van guest is exactly the same as what he had learned at home.

So everyone moved home and moved from the bustling Beijing magnetic outlet to the remote Yizhuang development zone. The number of people was reduced and then reduced to 300 people.

You know, before everyone was responsible for the shirt department, there were more than 200 people.

Just as the number of people seriously shrunk, customers began to take a "small and beautiful" route: focus on making shirts.

In 2014, the experience of all visitors running to Vietnam and Japan in the past was decorated by Japanese artisan Kyrgyzstan, who had more than 30 years of experience in making clothes, and was roused into a story and re launched the "80 non iron shirt".

It's back to the origin.

When everyone started to imitate the PPG shirt, he even wanted to pull his shirt out of the mire.

However, the offensive and defensive trend is already different.

The fast fashion brands such as UNIQLO, MUJI, H&M, ZARA, GAP, Newlook and other fast fashion brands are speeding up in China's horse racing enclosure. The main brands of European and American brands and Japanese brands are the basic funds. The rapid promotion of Tmall flagship stores has made these brands have the charm of "clothing direct selling" in those days, leaving only a few sporadic reports such as Feng Da and closing V+.

The "blood loss" fan fell behind, revealing the tragedy after falling from the draught.

In October 19, 2017, Lei Jun sent micro-blog to bless all guests for ten years, and everyone exclaimed, "everyone is still alive."

In 2019, when foreign fast fashion brands were at a low ebb, customers will soon welcome twelfth years. The old age is still CEO. With the attention of 6 million 140 thousand micro-blog fans, the sweepstakes will be sent to T-shirts and part-time customers.

Speaking of the failure of the fans, many people are staring at the founder and CEO Chen. They think that the recriminations of the words and expressions of "one word" and "one glass of wine" have been heard all the time.

Undoubtedly, the outdated boasting of foreign affairs has set a very heavy goal for all customers.

But in the final analysis, Chen was only one of the customers. He stood in a prominent position, so he took on more firepower.

In the most brilliant period, the chief executive management team of more than 30 people has no doubt about the most lethal "planned economy" straw. As Lippmann said, "no one will think too much about everyone's idea."

Everyone wants to go to the top. No one wants to think about how to avoid falling.

After twelve years and seven rounds of financing, customers are still carrying the shell of "startups".

After the cold winter, "Internet fast fashion" is not a draught nor a wing. I hope everyone can return to that broad road.