From high-spirited to dormant reflection, every guest aged four years change

From high-spirited to dormant reflection, this is the CEO of the past four years of change.

I hope to buy LV in the future. "This is the March 2011 old in the interview with The Times weekly reporter said a sentence that let the whole industry shocked."

But in the March 2015, aging issued such a reflection: "2011, where the most lively guests, the company has more than 13,000 people, the President-level leadership of the thirty or forty, but where the passengers are deterred step into a crisis." Now, with less than 300 people left, the core team of shirts is only 7, but the business is running smoothly. I wonder how many people used to do it? ”

Every guest's rise and decline, so that countless people lament, but as now aged reflection, four years ago, where the customer leap, the age of fanaticism, the industry a piece of applause, who would have expected to every passenger like roller coaster general ups and downs? Also no one thought, even if there are lei "blessing", Lei, aged two people in the office drinking to the dawn of the "bitter experience", also failed to let every guest free from Grand.

46-Year-old After reflection, even revealed a trace of hearted. "All that has been said, now there seems to be nothing more to say." "At the end of March, an interview with a reporter from The Times, aged through the staff of every guest, said to reporters."

And looking back on the development path, from expansion to contraction, from radical to dormant, in just a few years reflected the Internet economy mania and bubbles, enough to let the industry vigilant.

The Lost in the expansion

Where the customer was founded in the Chinese consumer electricity business in 2007, where the guests from The imitation PPG began to start.

2009 is the turning point of China's E-commerce, and 2010 is an explosion. At that time, "Taobao" two words can be used to distinguish between the crowd or the dating, the public fire, where the object is popular, Groupon mode, the rise of thousands of group buying website surging. Even, to download business as the core of the Thunderbolt has also done e-commerce.

Therefore, every guest's rapid development is not just their own, then Jingdong, Taobao, Amazon and a large number of old Shangdou to achieve the explosive growth. In fact, when the customer started more fortunate to stand in the Chinese clothing distributor's Tuyere, two or three years of doubling performance. At the same time, the number of visitors to a large number of financing, valuation rapid surge.

"Love the Network, Love Freedom, love late, Love night Big Row, love racing, also love 29 pieces of T-shirt, I am not a standard-bearer, not who endorsement, I am Han, I only represent myself." I'm like you, I'm a guest. "July 2010, this sentence hit advertising words to make every guest become a hot public focus," where the object "also burst red network.

2010, is also the most proud of the time, a year sold 3000多万件 clothing, the total sales breakthrough of 2 billion yuan, an increase of 300%, not only the boss of the vertical electric, but also the industry ranked the fourth performance, so that all of them to the eyebrows.

In 2010, the performance of the stimulus, where the customer began the "Great Leap Forward." January 2011, Aging will be a customer's annual sales target "conservative" set at 6 billion yuan to increase the number of 200%. By March 2011, the number "revised" to 10 billion yuan.

In March 2011, when he was interviewed by The Times, he uttered a shocking remark about the industry: "I hope to buy LV in the future."

At this point, every guest and the Fever of the aged reached the apex. Every guest in this year also ushered in a turning point.

10 billion of the great Leap forward to allow the rapid expansion of all customers, in order to achieve sales target, where the customer began to expand significantly personnel, site, and constantly increase the amount of inventory to carry out market share expansion. At its peak, the total number of employees at one time more than 11,000 people, with more than 30 product lines, not only clothing, as well as home appliances, digital, department stores, and even a mop and a kitchen knife. Open a new warehouse, fill the old warehouse, a steady stream of incoming.

Until the end of 2011, where the inventory of customers reached 1.445 billion yuan, the total loss of nearly 600 million yuan, 10 billion yuan sales target is only completed 1/3. After more than a year of time, every customer is always doing a clean inventory of duplication of work. In addition to clearing the stock, there are clear personnel. 2011, the production line, tight capital chain, huge inventory backlog of these three mountain together to every customer pressure, where the customer began to decline.

But age is not reconciled, especially with a good partner Lei's guidance and force, where the customer began the millet of redemption.

Lei support No doubt for the fate of every guest to bring a turnaround, first of all, Lei in the board of Directors Lipaizhongyi, firm support for old-IDG, such as the original shareholders totaled 100 million U.S. dollars, so that the team first set. Second, Lei and aged 8 deep talk, each time up to 8 hours, this let age realize that not enough focus, not extreme is the root cause of the guests. and "Focus on the ultimate fast" is the millet seven words tactic, so far, where the millet began.

At this point, aging led all customers to go to the gross profit margin, to organize the structure, to the KPI layer to promote, where the customer even out of the "two general" principle, that is, all lei affirmed I am sure, all lei against me.

Since then, where the change began, the staff from the first 5000 people to 300 people, SKU from the highest 190,000 to 300, and strive to complete the Hundred Yuan shirt quality shirt, aging determined to do a white shirt first.

2014, aged concentrate on making products, public appearances of less than 5 times, more time he is a product manager. At the same time, aged pro-grasping product design, upstream supply chain, downstream manufacturers and other links. From its microblog, this year's old, abroad has become the normal work, he repeatedly mentioned in order to solve the white shirt design problems, pro-Vietnam to the Japanese shirt Gis advice, until the determination of the best results before returning home.

August 29, 2014, is considered to be a guest "reload the array", aged to "every customer does not do things well, is to be struck by Thunder" return, standing on the stage of his words fierce, passion again burst.

"I first made the product well" became the old mantra, he hoped that the white shirt as the origin to restore the user's heart, and reshape the brand. Can be seen, through more than 1 years of transformation, transformation, upgrade, where customers gradually get rid of the brand to win the development strategy, to the "single product + explosion + cost-effective + word-of-mouth" type of millet product model.

But after the "return", the guest does not expect to return to the peak of the past Glory shengjing. A real white shirt did not let Fank into the mainstream again, did not return to the public discourse space.

To this day, it seems that only "every guest down" such a title can make people's eyes more for every guest stay for a few seconds.

The complicated guest

What's the biggest pain point of all time? In fact, is not too fast expansion, but product positioning, in other words, where customers have no product marketing.

As CEO, if tell the story of every guest, Chen Annual meeting How to define every guest? "Civilian fashion" aged in 2012 said.

It can be seen that the age of the definition of every customer has been very clear, so that ordinary people can afford to wear the fashion, in fact, this is also under the line has been very popular h&m this kind of civilian fashion brand exactly the same.

H&m is still in the global rapid expansion today, but all the guests to the opposite.

"I looked for it, and found that there were not many things I could buy in the guest." "Many of the female customers who often go to Zara and h&m shopping are so appraised by The Times reporter."

In the industry, everyone's products and strategy is the first dislocation-positioning civilian fashion, the introduction is more standardized, low-priced white shirts.

"Love the network, love the Freedom, love the big stalls ..." where the object of the hot moment, emphasizing the personality of each person, any customer on the provision of clothing products do not have the same personality, no fashion soul.

There is no marketing products, this is the most essential problem.

Times Weekly reporter has put this issue to aging, in fact, 2012 years old has been aware of the product of the short board: "Every guest's growth will take time." "We've been working with Disney since last year to work with the NBA, but there are some mandates, including recent collaborations with some film companies, and hopefully a breakthrough in design," he said. On the other hand, we are working with big-name designers at the international level who are signing contracts. ”

In fact, there has never been as complex as the company, it has a long industrial chain, involving the most traditional apparel industry, both product design, brand marketing, fashion grade, more e-commerce industry distribution and warehousing and many other industrial chains.

Each link is interlocking, not only has the huge human investment and the resource deployment, but also has the tidal current, the fashion feeling, to the brand management design and the plan, the traditional profession and the electric business Domain Double challenge, is both the test to the old all experience, is also to his management ability formidable challenge.

Every guest insider to the Times weekly reporter said: "Every customer is still a large-scale, universal clothing mainly, such as men's shirts, such design costs can be controlled to control the price." "Fast fashion design products, the inevitable increase in costs, although there are designers to launch such products, but in the total cost of customers and product planning, this category of products can not be delivered to the factory."

"For 2012 years, the first question is quality, growth and how to control risk," he said. Quality is the growth, the growth is from the quality, not the price. Because of the improvement of quality, so that users more recognized where the goods, reduce the proportion of returns, so that users more than two times shopping. Because word of mouth spreads, quality is the key. said the person.

Although at that time the next step for every customer's development planning clear, even every customer is still trying a new product development layered architecture. "The first layer is called the best-selling classic, this is a more standardized one; the second layer is called innovation, is in the best-selling classics under this section changes, add more money, this is called innovation; the third layer is called a breakthrough, such as cosmetics. ”

But age also admits, let van more fashionable, more in line with the Internet fast fashion brand, need to solve the core problems of products. This is another big challenge after solving the management problem, but it does take time for the h&m, who grow up in China, to go the same way as Zara and the other.

Unfortunately, the market is always fleeting. From this dimension to reflect on every guest: Product short board, product positioning of the low-end, can not attract a large number of young, like fashion clothing consumption of women, and where the rapid expansion of the company brings a lot of confusion, all of which led to all the passengers on the road to no return.