Chao Mark Hua Fei Passed SARS, How To Carry Pneumonia?

The 20 year old Chao Mark Ed Faye, though crossing the SARS, has easily disrupted his "New Spring Carnival" plan.

The total number of stores was over 1000, and 90% of them were closed down. Sales almost stopped, but costs continued to burn. The rent of the store is to be paid, and the wages of 4000 shop assistants are to be opened. Fixed expenditure that can not be cut off is a threat of cash flow.

In the face of the epidemic "black swan", President Yang Kuntian, in an open letter, frankly told all staff and partners, Mark Ed Faye is facing difficulties. We should not only do the worst of survival, but also try our best to save ourselves.

Rapid development of offline members online, shop guide shopping online sales, adjust commodity rhythm, optimize organizational efficiency...... A series of measures will be pushed forward. After all, every moment is a matter of life and death.

　　 Make the worst plan for survival and try to save yourself.

Christmas, new year's day and Spring Festival are the main season of retail industry. The total sales of the three may even occupy 20%-30% of the whole year's sales. All kinds of brand businesses will actively prepare for display, personnel arrangement, sales speech, product supply, marketing activities and so on. This is especially true of clothing formats.

Affected by the economic cycle in 2019, the retail industry has been hit harder, and many brands have been struggling. Mark Ed Faye is going to play a battle in 2020. In order to launch a comprehensive attack, it is fully prepared in terms of inventory, personnel and stores.

More importantly, 2020 is the first year of Mark Ed Faye's brand positioning of "multi artistic tide brand". A series of important marketing and brand building plans for early spring festival sales. For example, at the beginning of the new year, Mark Ed Faye boarded the international fashion show in Milan fashion week and became the only Chinese card to enter the official Runway list.

At the same time, it also joined the popular variety show "trend partners" to show the spirit of multi artistic tide. Adequate preparation for Mark Ed Faye's January online and offline sales have been expected growth. However, the sudden epidemic has stopped the growth of performance.

A more realistic reality is that with the spread of the epidemic, Mark Ed Faye's 90% line stores are closed. Some of the stores were closed due to the suspension of shopping malls. Others, according to the epidemic situation and the flow of stores, voluntarily applied to the shopping mall for closing applications.

A sharp shutdown resulted in a downturn in online and offline consumption. The original growth curve suddenly dropped, or 80% in February. Not only that, the sales performance in 3 and April will also be affected, but it will be quite good to finish 30% of the original plan. Whether there will be any improvement in May is uncertain.

The original bright and clear, but suddenly changed. Emergency response to the government and a full range of strict epidemic prevention measures is the first stage. Now, more importantly, self-help is imperative.

Mark Ed Faye how to operate in the epidemic situation? How to go after the epidemic?

"New products in spring have been temporarily shipped in serious areas such as libraries and Hubei.

"Store closes, and stores are unable to sell inventory problems in the spring, which is a huge cost pressure. "Nearly a thousand stores operating rents a month, more than 4000 employees wages, almost no revenue in February. In the coming months, the uncertainty is huge, and the survival dilemma is self-evident. "Yang Kuntian is in trouble.

Mark Ed Faye had to "prepare for the worst and the best preparation for development." This is not only related to the life and death of the company, but also to thousands of employees' survival. So, Yang Kuntian led and broke through to save himself.

Sort out the receivable payment, adjust the cash flow structure, and determine the minimum survival guarantee;

Changing the rhythm of commodity listing, optimizing inventory structure and reducing gross loss;

Adjust store structure, close invalid stores and optimize high quality stores.

Advocate online office to enhance human efficiency and simplify process.

To control costs, offline shops should apply for rent reduction or reduction in time, reduce production quickly, reduce inventory burden, and reduce cost structure, so as to achieve "extreme challenge" and reduce costs.

Quickly adjust the structure and mode of supply chain;

Dynamically adjust the strategic line and adjust the annual budget;

As a result, Mark Ed Faye will start a "reservoir like" operation and do well in strategic resources "storing water" for at least six months to a year in the future.

　　 Fully open up O2O

In order to achieve maximum sales, Mark Ed Faye vigorously develops online retail and new retail businesses to find layout and expand market opportunities. Yang Kuntian said that Mark Ed Faye will have a multi-channel layout and a total of online and offline businesses.

Achieve line 100% shop to open up O2O, improve the proportion of sales channels such as micro business;

Encourage full staff marketing, especially online sales training for all shop guides, establish online sales community, and link offline members online.

Recruiting guide to become a trend partner, participating in live broadcast, training online live sales partner team;

Through network red live broadcast, short video service, content co creation marketing, online and offline exchange of powder suction diversion, offline experience scene reconstruction and so on, to maintain user stickiness;

Strengthen the publicity of accounts such as shaking sound, fast number, B station number, and promote product sales through content communication.

Distribution: through express delivery packages sent to customers by stores, at least four times sterilize to ensure safety.

17 years ago, Mark Ed Faye, 3, had weathered the SARS and witnessed the blowout of consumption after SARS. However, Yang Kuntian believes that the impact of SARS and pneumonia epidemic is not the same. After all, over time, the scale of economy and consumption has changed a lot.

In his view, after the outbreak, there will be a rebound in consumption theoretically, but the level of the curve of the rebound can not be determined. What the brand needs to do is to respond promptly to the worst plan for survival and the best preparation for development, but he believes that heaven helps those who help themselves.

The current epidemic situation is not clear. Yang Kuntian revealed that Mark Ed Faye is considering the development of a series of new products of "counter travelers" to pay tribute to every "soldier" in the forefront of the epidemic. The team will conduct product development through multi line research based on consumer portrait. Let the "reverse" series have a sense of story resonance.

Talking about the long-term plan after the epidemic, Yang Kuntian said that for today's consumers, clothing is not a necessity but a spiritual pursuit for a better life. Mark Ed Faye will increase the integration of online and offline businesses, and repeat basic skills from product design, trend interpretation, scene innovation and so on, so as to catch the consumption window after the outbreak.

Yang Kuntian always believed that "heaven helps those who help themselves". While brands are implementing a series of self-help measures, the help of external forces is also important. For example, the reduction of rent in shopping malls is the support for brand players. In addition, governments around the country are actively introducing loans, tax cuts and other initiatives to tide over difficulties with enterprises.

"No matter what the epidemic situation is, we have to stagger along and rally. Do business well and let thousands of employees live well to benefit consumers. This is corporate responsibility and social responsibility. "

"Except for life and death, the rest are all bruises." The same is true for enterprises that are sticking to their teeth. Yang Kuntian believes that the impact of the epidemic is only temporary. After all, no spring will not come.