The Epidemic Reminds Enterprises That The Retail Channel Can Not Be Too Simple.

The epidemic is sweeping and the retail business is sluggish under the line.

Fast fashion chain brand name and quality products in February experienced more than half of the stores, revenue down 95% of the crisis. Therefore, the name of creating good products began to cut salaries, add new mask categories, live with goods. Unexpectedly, a series of self rescue measures brought a series of troubles to the company.

Some users complained that the masks were not qualified at high price, and some of them were scolded by netizens in the direct seeding broadcast, and more employees protested against the reduction of wages and layoffs.

In response to this, the name of the best quality products responded to the finance and economics, said the masks on the packaging box actually used the labelling form to modify the text content, but the mask and the manufacturer's qualification can be querying on the authoritative website. At the same time, the other said, according to the actual work saturation of staff in 2 and March, the salary adjustment is not related to layoffs.

However, the professional doctor who burns the financial consultation does not agree with the statement that the name is excellent. He believes that by looking at the photos provided by the user, it can prove that the mask is formal, but it can not prove that the surgical mask is written on the package, and the mask is sold at a high price.

Behind a series of events, exposing the risk tolerance ability of the famous sales line of excellent products is difficult to cope with the impact of the epidemic. The industry has mentioned that there are certain advantages for famous products, high quality price ratio, high turnover rate, high gross profit margin and large scale store opening mode, but for many years they have been "bad mouthing" electricity providers and less online layout.

Next, supply chain problems after resumption of production, short-term consumer doubt, team stability and cash flow pressure are all challenges that will be faced by the famous brand. The new retail experts believe that the warning to the top quality products and the whole retail industry is that not only to store retail capacity, but also the ability to get home and community retail will be the necessary skills of the company in the future.

　　 Famous and high quality products are eager to save themselves.

Trapped in masks and wage cuts

Under the epidemic, masks are scarce. Many enterprises rely on masks to save themselves or even get rich overnight.

Not long ago, a company survey showed that a wholly owned subsidiary of a famous and high quality product had undergone industrial and commercial changes. The company's specific business items added: medical equipment, equipment, medical and health materials and supplies to provide professional cleaning, disinfection and sterilization, disinfection products sales. Famous and excellent products also said that the business change is mainly to obtain the sales qualification of alcohol disinfectant and mask products.

Famous brand products are eager to cater for just need to increase the category of masks, but this time, the problem of mask is controversial.

In March 15th, the user "exc0liasxk" said on the complaint of the black cat, "bought 4 cases of medical surgical masks on the famous brand products, and 780 yuan. After arrival, they saw the contradiction between the scope of application and the limitation of use." In the country's official website of any medical surgical mask, the mask manufacturer can not be found at all, and the registration number of the outer package is not found. "

In response to this, the finance and Certification Department has responded to the name of the best quality product. The other side responded that there were two labels on medical surgical masks on the medical masks which had aroused consumers' doubt. After communicating with the manufacturer, the other side indicated that due to the mistakes in the description of the masks, the whole batch of products had unclear contents. In order to reduce the printing cost of packaging boxes, the manufacturer adopted a labelling way to reduce losses, and thus caused distress and misleading to consumers.

This product can be used for invasive operation in non sterile environment, but it can not be used for invasive operations in sterile environment (such as operation room). Therefore, the second point of restriction on the package "not used for all kinds of staff in clinical practice during invasive operation, aseptic operation and invasive operation" is intended to be "not allowed to be worn by clinical staff in invasive and sterile operation and invasive operation".

At the same time, the other side also pointed out that the original printing date of "20200306" on the outer packing of the batch product was the printing error caused by the mistake in the custom packaging, and the "20200303" and "20200302" labels covered by the label were the standard. Shandong Hui en Medical Instrument Co., Ltd. has the qualification of medical device manufacture in Shandong province. The batch medical surgical mask was registered in February 28, 2020. The registration number is "Lu Jun Zhu Zhi 20202140220", which can be found on the website of the National Drug Administration.

However, the finance and economics user consulted a doctor in a hospital in Hubei with the pictures provided by the user's masks and information provided by the famous brand, and the other side said that only from the pictures, it can prove that the mask is regular, but it can not prove that it is a medical surgical mask. Medical surgical masks that are truly in line with national standards are generally packaged independently, and the GB YY0469-2011 or YY0469-2011 will be printed in an obvious position. In terms of limitation of usage, he did not believe that masks were two layers of non-woven fabric and a melted layer, and could not be used for invasive operation.

He initially judged that the masks in the picture were normal medical masks, the cost was about 0.8 yuan, the factory price was about 1.5-1.7 yuan, and the sales of 200 famous brand products were 780 yuan, with a lot of premium. However, due to the fact that there are no complete packages and objects, no definite judgement can be given.

The dispute caused by masks is more than that. Previously, the brand name product was criticized for not only selling the mask, but it needed to spend 79 yuan to send 1. After the company official micro reply said: "individual stores in order to prevent some users malicious hoarding goods, only to take a full gift form." But some netizens put forward, "if it is to prevent malicious stockpiling, direct purchase is OK."

In addition, in February 11th, when a female anchor was selling live masks on the live broadcast, she asked questions such as inventory and so on. She released "dog bites, I can't bite back" and "complain about us" in live broadcast. The name made good products later apologized and said it had terminated its cooperation with the anchor.

Besides the mask, lowering salaries is also a hot topic recently.

In February 21st, the "good timing plan" was released, and 97.7% employees responded. During the 2-3 months, the proportion of salaries was reduced and the operating expenses were cut down. The famous and excellent products also presupposed the situation in April. "If it is not very optimistic, the company will continue to carry out the policy for one month according to the February and March policy". The company declared voluntary choice, but many employees responded by direct notification.

A staff member of a Ningxia store named "GP" told fuel Finance: "in February, we basically did not work out, the wages were 30%, the attendance time was 80%, I went to three days in February, and I paid 837.52 yuan, without signing any consent form, which is a notice issued directly."

Some former employees pointed out the problems in the past operation. The star of the Dalian high tech park, the former part-time employee of Jinhui shopping mall, told the finance and economics department that she had worked part-time for a month in the name of the best quality product, and the 2000 yuan salary has not been received yet. Usually, the store asks employees or relatives and friends to spend 3000 yuan a month, and the store manager will save small bills to supervise.

In addition, many netizens on micro-blog said they were forced to cut salaries or were forced to lay off workers.

In response to the announcement, the company said, "according to the relevant notice issued by the Ministry of human resources and social security in January 24th, enterprises affected by the epidemic situation can stabilize their jobs through rotation, shortening working hours and so on. We are based on employees' actual work saturation in February and March, and we have to pay salaries for posts, retain jobs, do not let staff turnover, do not involve layoffs, so the so-called compulsory resignation has no basis.

　　 "Ten yuan shop" started to impact IPO

Public information shows that in 2013, the name creation product was a Japanese fashion leisure department store brand. Its headquarters is located in Tokyo, Japan. It was founded by Japanese young designer Miyake Junya and Ye Guofu.

The original logo is similar to UNIQLO. Its name is similar to Muji, and its product packaging and text introduction are all accompanied by Japanese. It is easy to give people a impression of Japanese brand. The company also said that it chose to choose the right quality materials from all over the world, and more than 80% of the products originated from Japan, Korea, Singapore, Malaysia and China.

However, looking at the product description of famous brand products, we can find that many manufacturers of Chinese products are the Chinese manufacturers, such as the manufacturer of the face towel, the health medical (Huanggang) Co., Ltd., the manufacturer of clay sets, the Wuyi odels industry and Trade Co., Ltd., the provider of perfumes, Shenzhen Yue Hualong Cosmetics Co., Ltd., and the moisturizing toner manufacturer. There are many chemicals, such as hairpins, umbrellas, slippers, socks, stuffed toys, and so on, which do not indicate the production enterprises, only the words "origin Guangdong".

The company has contacted the manufacturer of Guangdong AI Sheng Daily Chemicals Co., Ltd., which provides moisturizing spray, toner, foundation liquid and loose powder. The other side has provided the OEM cooperation flow chart, and indicated that it can cooperate with each other roughly in accordance with the process, and can also buy and pack the package, which means that the finished product can be finished.

"All the famous brand products are made by us, including brand and appearance design, brand planning and design is another charge, and different grades of products can be customized." The other party said.

Combustible finance is also linked to the manufacturer of "super light clay" set up by Wuyi famous industries and Trade Co., Ltd., which mentioned that they are producers of various kinds of clay. When the finance and economics proposed to customize a batch of products, the other side said: "the two sides have signed an agreement with the market of the same type of products, and can not sell the products. You can design a package by yourself, and we provide mud here."

Many manufacturers and famous brands that are linked to finance and finance are basically similar forms of OEM cooperation.

Famous brand products are popular at the price of cheap products, but it also leads to many copyright disputes and patent disputes.

According to the survey data, there are 62 risks related to legal proceedings and court announcements, including the infringement of relevant patent disputes, infringement of trademark disputes, infringement of invention patents and disputes over sales contracts. Watsons, Mentholatum, LOCK&LOCK and others have sued the name of "superior products" to infringe the patent rights of design.

In addition, the cosmetics made by famous brand products have been exposed many times. In 2019, a famous brand of high quality products received the administrative penalty of the food and Drug Administration of Liwan District, Guangzhou, because it did not comply with the relevant provisions of the regulations on cosmetics hygiene supervision.

However, the development of famous brand products has been very fast. In 2018, more than 3500 famous stores opened up more than 3500 stores in 79 countries and regions, with a revenue of $17 billion. As of 2019, the number of stores has reached 4200. In June of last year, Bloomberg reported that the name of the best quality product or IPO was raised by US $1 billion, which is planned to be listed in Hongkong, China or the United States. In January 2018, it was looking for IPO, and the company was preparing for the listing.

　　 Ye Guofu's physical store strategy suffers

Under the epidemic, the rapid expansion of famous brand products also shows a weak side.

In the media interview, Ye Guofu, a famous and excellent CEO, mentioned that in February, when the epidemic was most serious, the company launched 50% stores in China, and its performance fell by 95%.

The industry believes that the epidemic brought about such a decline in performance, and the name of a good product sales channels have a great relationship.

Ye Guofu is a paranoid dream of physical retailing. He has repeatedly represented the retail sales of the real estate business: "electricity providers' deficiencies", the new retail must be born out of the entity "," the next 3-5 years, the electricity supplier will die a large piece of "," new retail is definitely not online + offline ".

The story of Ye Guofu's three war business is also circulating on rivers and lakes. He has repeatedly issued three front page ads to challenge Ma Yun and Dong Mingzhu. He also spares no effort to see the declining electricity providers in various public occasions.

Why do I think "double eleven" is worthless? First of all, it is a man-made discount Festival, no matter how many tricks the Ma Yun plays, how many big cards, what VR glasses, and a party, no matter whether the businessmen really cut prices or fake prices, they can not change the essence of discount sales promotion activities. In other words, in this shopping festival, cheap is the highest standard. The business development of this mode is not based on innovation, but by price war. This is not consumption upgrading, but consumption retrogression. Ye Guofu once said.

Zhuang Shuai, founder of Bailian consulting, believes that Ye Guofu's external remarks have been unable to see online. He believes that the online shop can compete with the electricity supplier.

"So, for many years, famous brand products have not paid much attention to online expansion. At the end of last year, they did a small program and service number. In fact, they didn't operate very well. Zhuang Shuai pointed out.

But Bao Yuezhong, a new retail expert, does not think so: "the most famous brand is the franchise system. In fact, the most important loss is the franchisee, because they rent the house to operate. Most of the companies in the industry are promoting the operation on the transformation line and community retail. I think that in recent years, the name of "high quality products" is running a little bit urgent. This time, a big pay cut in a short time may not only be an epidemic problem, but it may be a time node to reduce costs.

The mode of "name creation and superior products" caters to the consumption characteristics of China in this period. In contrast, Japan has seen many "ten yuan stores" after the economic recession. The two strategies are high cost performance, high turnover rate, large-scale opening of stores, and in fact, there is a high gross profit margin. In fact, this mode has advantages. Zhuang Shuai analyzed the finance and economics.

But in the current situation, Zhuang Shuai thinks that we should combine online and offline to explore more sales models, including unsold. There is also a need for thinking mode in the single channel format of shopping center or street side. In addition, there may be some adjustment to the category of seasonal sales and non rigid demand, and the supply chain system also needs to be regionalized and constantly integrated with online operation.

In fact, during the epidemic period, an excellent product also made an attempt to launch the social networking platform, "the purchase of famous and high quality products," and live with the goods.

It is reported that the adjustment of the sales mode has made the famous premium products achieve a 300% increase in line sales. Ye Guofu expects that the proportion of online sales will be close to 10% in 2020. In March 16th, the company announced that the price of the new product would be reduced by 30% after the full resumption of the business.

However, the two industry insiders agreed that the challenge of famous brand products is not small.

Zhuang Shuai mentioned that first of all, the problem of resuming production and resuming production. At present, many workers are coming to posts, factories start up, raw materials supply and so on are all problems. The challenge of the supply chain is one. Besides, many of their shops are still in a second tier city that has not yet completely lifted the crisis.

Third is the team, the line is labor-intensive format, many employees are not high wages, also from small cities or rural areas, whether they can go to work in time, how to re recruit is also a problem. Finally, the company will have challenges at the level of capital, there will be a lot of accounts payable, but no sales to support.

Bao Yuezhong pointed out the pressure of competition. "In recent years, Ye Guofu has been talking about commodities, commodities and commodities. But now his whole products are facing great challenges, including NOME and Sanford department stores, which constitute a direct competition for him, so he urgently needs to make deep changes and adjustments."

The epidemic has sounded the alarm for famous products and even the whole retail industry. Bao Yuezhong insisted that the retail channel of the offline industry should not be too simple, and the retailing capacity, the retail ability and the community retail capacity should be available.