Love Inventory Huge Glories: How To Solve The Inventory Withdrawal Funds Quickly By Brand Self Rescue

In order to cope with future challenges and think about the follow-up effects of the epidemic, Horseshoe Club team, after several rounds of research and discussion, opened the horseshoe public welfare online class with the theme of "fighting epidemic disease to survive and safeguard growth", and invited 30 Horseshoe Club mentors and students to share online to explore strategies, growth methods and trend changes.

In the horseshoe online class, vice president of giant inventories of love inventory, from Shanghai branch of Horseshoe Club, shared three main points.

First, review the impact of the epidemic on the economy, especially the clothing industry in the past month.

Two, based on the previous research on love inventory and the experience of deep communication with customers, we can see how the excellent brand owners and distributors are turning crises into opportunities in the face of crisis.

Three, in the resolution of this crisis, there is a topic that can not go round in the past is the "turning line". A very important carrier of the "turning line" is the community. What are the gameplay of the community? How do we make regular paths?

The Horseshoe Club picked up some of the contents from over one hour's sharing, and arranged them for reference.

The following are selected from the book:

(Note: on the basis of ensuring the original intention of guests, the necessary abridged and altered versions are made in this paper).

　　 01 calm down the impact of the epidemic.

The new crown disease has brought an unprecedented cold winter to the entire Chinese economy. Of course, in the event of a major crisis, it is bound to be dangerous and organic. It has led to difficulties in some industries, but also allowed some industries to encounter new opportunities for development.

The first two days, I made some exchanges with a relatively senior founder in the tourism industry. In the tourism industry, there are about more than 20000 travel agencies in the country, with more than one hundred thousand hotels and nearly one million accommodation facilities. The total number of employees is ten million. An industry with such a huge amount of data may suddenly freeze in the coming months because of the problem of short term unemployment. But fortunately, after more than ten days of thinking, the founder has found some breakthrough paths.

We have also done a lot of communication with the management of the Brand Company which has a close communication with each other. We find that the typical problem we encounter now is that the inventory pressure is too high. Moreover, it is not possible to resume work until now. When will it be able to return to its original state?

There are also some Brand Company which usually look very attractive. In fact, the cash flow that is really controllable is also very limited, and it will be unable to sustain the situation in two or three months.

From a data report released by Chi Lian, we can see that now we are very obviously shrinking, including the rate of pay cuts and the failure to pay on time.

Speaking of these data is not alarmist, but I hope you can look at this matter calmly and its subsequent impact on every enterprise, every family and every individual. At this juncture, it is possible to have a more sober view of the facts and have a more objective expectation of the future. It may be helpful for us to judge the future trend, the response of the enterprises and the measures that a natural person can take to cope with this great situation.

　　 02 the three core problems encountered by the apparel industry

Next, back to the main industry of today's curriculum, the clothing industry, what are the obvious problems in the face of major crises?

　　 First question, how to sell this spring suit?

Under normal circumstances, spring clothes will be new in late February and early March. The clothing industry is very obvious seasonal, spring clothes only in two or three, four this three months is the peak selling period, by April, many brands began to prepare for summer wear, to May, June, is already the normal sale of summer wear sales.

For many Brand Company, before the year, they were not ready for "spring new". Suddenly, they encountered the outbreak of the epidemic. Many offline stores could not operate normally, so the spring clothes that had already been prepared for this set appeared obvious unsalable situation.

According to our data, in 2019, sales of shoes and clothing in the first two months accounted for 17.25% of the whole year's sales. If the same data were calculated, at least close to 20% of the annual expected sales volume may not find the right export in spring. This is the first serious problem we have ever encountered.

　　 Second, factories can not start work, summer clothing production problems.

This is a hidden problem, which is also fed back to us by many brands.

Because the spread of the epidemic is not yet fully controllable, and there are strict requirements for factory start-up. This has led to many factories unable to start work now.

If the factory fails to start, it means that if the experts speculate that the whole wave of the epidemic will be over in four or five months, when the summer clothing is to be sold at that time, because the production of the summer clothing can not be carried out normally, there will be no suitable commodity sale or insufficient supply of goods for the whole summer.

This is the second problem which is not yet seen, but it is also a very uncertain factor.

　 Third, many companies do not have much cash reserves.

This is a relatively sad state. Many enterprises actually do not have much cash reserves. Now that this can not be open-source nor throttling, it will add to the danger.

Many companies are rethinking their cash flow is not healthy enough, resulting in the need to pay rent and wages, and these costs can not be reduced, is faced with whether it can survive the severe winter of two or three months.

We should have returned to work and started our new year's work plan again, but this outbreak has disrupted all our plans. Based on such a situation, what can enterprises do?

We believe that if we really want to get through this cold winter safely, there is only one way to quickly transform our existing business and help ourselves.

　　 What are the resources available in the 03 set?

At present, we need to think calmly, what resources are there in hand and what resources can be revitalize through flexible ways.

After communicating with many business owners, we find that there is obviously some focus of convergence. The three resources that we generally mention are that it seems necessary to make them effective now.

　　 First resource: that stock.

The first resource is the inventory I mentioned just now, which is likely to lead to unsalable goods.

Let's look at the balance sheet. In crisis situations, the most easily adjusted thing in the asset column is inventory. Therefore, it is necessary to see if your inventory has the opportunity to sell at the fastest speed, even at a discount.

This will encounter the question of where it can be sold. After all, the economy under the Internet is almost a mere bird. Even if it is still in the open shop, there are basically no customers, so there is only one way to go, that is, transformation to online.

　　 Second resources: staff

We believe that now we have another core asset, that is, employees.

For many bosses, this is a matter of great difficulty for him, because the wages of employees are a great pressure under the current cash flow situation, but he can not make large-scale layoffs now. Because the end of the epidemic is not controllable. Once the epidemic is over, if a large number of layoffs are carried out, the bottleneck will be encountered when the production is resumed and the sales resumed. Therefore, many enterprises are still more conservative.

Of course, some enterprises do well. They have reached a better cooperation plan with their employees. Under the epidemic situation, they are holding together to keep warm. For example, the union is willing to take the initiative to reduce wages, and the boss is also trying to find new ways for us.

So what kind of value can employees play now? This is what we need to think deeply about in the near future.

　　 Third resources: customers and consumers

The resources of customers and consumers may be the resources that people usually do not care so much about.

Of course, there will be a lot of people saying, "I really care about it. The resources of my customers, my customers and VIP consumers have been deposited in the CRM database for a long time. When this topic of private flow is on fire, I have done some corresponding moves to fans. "

But in fact, when we observe this matter, we find that many enterprises do not regard this as a strategic focus, but just because "others are doing it, so I do it", and not put it in a very important position.

Now, let us remind you whether this part of the old customer resources can be transformed into a core asset through this transformation, which is very, very important.

　　 04, deep thinking about changing the occasion

Based on sober thinking, we have these three resources that are good and can be taken immediately. What can we do next to make them useful for the crisis?

The two way to save oneself is to change the situation by borrowing the potential.

If you are a shipper, a brand name, and a role as a channel trader, then "people's freight yard" is the three major theme of retail.

Now, the "goods" also exist in warehouses and stores, and "people" also exist, but the end of the consumer is blocked by the intersection below the line, but the old customers who have been deposited on the line actually exist.

Now the most need to change as soon as possible is the "field", most of the original online stores have a large number of store brands and distributors, when stores can not play the value of time, I hope you can turn your attention to online as soon as possible.

What are the dimensions that must be focused on when going online?

First of all, we suggest that we should arrange quickly through various channels.

The development of China's electricity supplier industry has been close to 20 years. In 2003 SARS, Jingdong and Taobao were not known, but today, the electricity supplier has become a very popular consumption pattern in our daily consumption. But in fact, over the past few years, the online business platform or electricity supplier's sales mode has undergone tremendous changes. Apart from the familiar leading companies, there will be a large scale of new platforms, new forms of electricity providers, which are live, community and social networking.

At this moment, to solve the sale of this stock, from the perspective of online layout, it is recommended that we should pay more attention to some new channels, especially the channels with the core of live broadcast and community, because the speed, threshold and relative privacy of these channels will be of great importance to the improvement of the speed of selling and the protection of brands in the future. Very helpful.

So we have two points. First, we must speed up the multi-channel layout of the network, instead of just stare at those platforms you know, and we should go to see if there are any new platforms. In the past month, the business of some new platforms has been very, very good, including some new e-commerce platforms based on community management, because their sales mode is more suitable for everyone to idle around and stay idle on WeChat every day. So we should pay attention to this kind of platform.

On this basis, as the enterprise or distributor, there are two core points.

One of them is to clean up your inventory. What kind of discount is the standard, you have to make some strategies, because it is not a daily sale, but a package of new products, and you want to sell it as fast as possible, then you need to pay attention to the discount of this new product clearance strategy, so we need to have a better plan.

What's more, it is actively mobilizing online stores that are still open, and building up the distribution capabilities and mechanisms of localized O2O, because after all, logistics is actually a bottleneck restricting the entire electricity supplier industry.

Therefore, based on the trend of "borrowing the potential and changing the field", I have put forward four directions that need deep thinking.

First, multi-channel layout;

Two, which channels need to be developed now?

Three, we need a clear set of discount ideas.

Four, how to make store distribution at this time to play its value.

　　 05 people do their best.

The other direction is that people do their best. In addition to this stock, you have two packs, one is your staff, the other is your regular customer.

There are four points we can share with you about the topic that people do their best to use.

First of all, switch the functions of the front line staff as soon as possible. In fact, he has no customers to serve under the Internet. Can he immediately turn to the online group and act as the group leader in the new economic mode of the community, playing the role of online shopping guide, and we must let them make an identity transformation as soon as possible.

Second, the most important thing is how your old customers can get them online as soon as possible and interact with him. On this basis, your community fans will not just pull up, but you also need to have a series of activities to revitalize them.

Moreover, there are some relatively forward-looking entrepreneurs who have made different attempts. The so-called difference is that maybe we are still in the first two dimensions, the first dimension is to quickly get the goods to the new channels that can be sold, or sell them quickly, which is still a role of a supplier.

Some entrepreneurs may be more advanced in his thinking mode. He will quickly pull people onto the line and pull the old customers into the community, and now the stock can also be sold in his own community.

Another part, I think is a very smart vote, he will think, now that the core is to keep the old customers in deep operation, then why can't customers' needs be fully satisfied?

If you are an enterprise of clothing or beauty makeup, you will find that because everyone stays indoors, the demand for beauty and clothing is not high. People are not so interested in spending money now. At the same time, because you are most concerned about whether you can buy such products as alcohol and masks, can you find a better online shopping path on the daily household products that you have to consume?

There is a problem. Since this group of people has been run by you, and your brand is not particularly matched with his current needs, even if it matches, it can not be an old customer in a community. Because you pulled the group, he bought two pieces of spring clothes to buy eight pieces of spring clothes, which is unlikely.

There is only one other possibility, that is, the demand for all dimensional products at this time, if you can satisfy the first time, then he will release all the consumption expenses of your family in the new retail outlet you built. In fact, you will find an opportunity that can give you a new vitality in addition to your life.

Maybe after a few months, when the epidemic is over, you will find that not only can the line start business normally, but also a new second growth curve has been found on the line.

　　 06 five steps to save oneself

If these two major directions are relatively approved by the business owners, what are the things to do to make this self rescue path feasible? To sum up, there are five big steps.

The first step is the rapid decision of management.

Epidemic situation is a sudden event, and it is also fatal and devastating. Therefore, the current management must speed up our ability to respond.

In this process, for example, if we want to shift the role of employees and the business mode from offline to online, then what dimensions should we go deep into the implementation strategy? As mentioned just now, there are actually three different dimensions. Then, what resources do we need to use? What changes will take place in the present working mechanism? Will there be any difference between the interest distribution mechanism and the new distribution possibility?

To sum up, in this series of changes, management and decision makers are required to do deep thinking in advance.

　 The second step is the mobilization of employees.

At this point, employees must join hands with enterprises in the same boat, because no one can escape such a disaster. No matter whether you are a business owner, a management or a grass-roots employee, there is no egg left. In this process, if we do not go hand in hand to fight against the impact of this epidemic on enterprises, it is very difficult to really get through.

Enterprises need to call on employees as quickly as possible. They must actively call for changes in their role. Then, at the same time, the boundaries of their new work functions should be set as soon as possible so that everyone can enter a new role as soon as possible.

In the process, enterprises need to spend a little time doing vocational training for their employees, because not everyone has the experience of wired retail. At the same time, the operation of the community is not simply to pull up the group, and then regularly throw the goods into the end. There are many community training programs that require the company to voluntarily lose their employees, so that they can have the ability in the shortest time.

　　 The third step is to study new channels in depth.

Before the mobilization of employees, it is necessary to transfer the goods to the online first. Then, do we really know what these online channels are? The depth of this stock, the combination of SKU and the calculation of the discount system are a series of problems that need to be planned before doing this action.

There are many new channels of e-commerce, in fact, we do not understand, in the end, what is their channel policy? What are the conditions of entry? What is the condition of the refund? What kind of human operation mix do we need to match? We must do some research in depth.

　　 The fourth step is to move offline fans to the line.

Many enterprises have done similar things in the past two years. For example, they have done public numbers, and there are certain fans on the public account regularly. Some of them have launched offline shopping guides to add WeChat customers to the shops. At least a lot of enterprises still have their own CRM system. They also asked VIP customers to fill in membership cards and collect their phone numbers to the background. According to the library.

This series of measures that may be associated with customers, we should try to do it immediately, do the wake-up call of customers, and pull them to the line as fast as possible.

The shortest radius is actually WeChat group, because the viscosity of WeChat is still very high. But in this process, we need to think deeply about a question. What is the basic rule of building a group and doing online fans migration? Is it a single store? Or a single shopping guide? Is it mainly regional? At the beginning of the establishment of the community, there must be some warm-up in the circle of friends. And so on.

It doesn't mean that we should pull together a group today and call everyone up, so consumers are also confused. He will think, what am I doing in this group? What is the value of this group? All of these must be clearly considered in advance.

　　 The fifth step is online sales operations.

If you think clearly about the first four steps and start the landing of the fourth step, then the fifth step will become an online sales operation.

However, even online sales operations are not simply to pick up some products every day and throw them directly into them. There are links, buy or sell without buying. Such a community, the probability of "death" will be very fast.

And at this juncture, many brands will do this. Consumers will be dragged into many different communities. In such a case, which community is viable and can be loved by the consumer, or may even generate a sticky community of consumption? The management and operation skills of the community are very important.

　　 07 community operation skills

From the experience of a large number of shopkeepers we have served in the past two years, there are probably five steps in online community operation skills.

　　 Open group

In the early stage, it is necessary to do warm-up and guidance. Once the group is opened, the first three days are the golden window period. The first three days, you must let the consumers in this group understand the positioning of the group, understand what benefits and benefits the group can bring to him, understand the operation rule of this group, and use various marketing methods in the first three days, so that he can make the first contribution. Single, once he has passed the list in this group, his probability of deleting group and retiring group will be reduced. Moreover, once the habit of wanting to browse every day is formed, the degree of acceptance of this group is very, very high.

　　 Two, daily selection and delivery.

Different time rhythms need different product combinations. Some of the items sold during the day are draining money, some are impulse products, and some are high margin. So, what kind of things do you put in your mouth? Is this merchandise just a dry commodity link? Definitely not. There is a lot of material that will enable consumers to be interested in these products.

This is the difference between the community electricity supplier and the platform electricity supplier. The platform electricity supplier mostly depends on the search, the consumer has the purchase expectation, but in the community, most consumers do not have the anticipation, he is in this group not to wander around, sweep, in the process of sweeping, because you have made the rich and colorful material, put this commodity's function, the selling point, the parity and so on. A series of content is very rich, so after watching the consumer suddenly feel: maybe I need this thing, he will buy it.

The sowing of a normal group needs valuable content output, and there are also a series of contents such as brand story, price map and so on. All these things need to be prepared ahead of schedule. And since it's an organizational activity, a group of colleagues should do this job, and then distribute them to every guide in a fast and mass way.

　　 Three, make use of the friends circle of the shopping guide.

The next step is to use the friends circle of the shopping guide to make his friends circle a hook without fans.

　　 Four, make online services more temperature.

The fourth step is also a very important step, that is, online services are actually more temperature. Because online shopping, the rhythm of shopping time is twenty minutes and half an hour, when he left, the relationship between you and yourself is not very strong.

However, assuming that this fan or the consumer is in your community, then you are consulting before sale, dealing with the core problems in the sale, and providing a series of after-sales services. In this new retail system based on the community, service is the soul. Temperature is a core key point for everyone to stay, and convenience is also one of them. We must have different service initiatives and corresponding rules of service.

　　 Five, fission

A good model is simple, and all participants are beneficiaries. Fission efficiency =n* benefits / costs.