The old "Spring" came: every guest renewed the radical promotion of Han Han

Xu Jieyun [What does it mean to stand with the disputed Han, the controversial guest? The founder of the old (micro-blog) will probably tell you that this is "spring is coming"] what is the point of the controversial visitors standing with the controversial Han?　　The founder of a customer will probably tell you that this is "spring". He began to suspense at the end of March. At that time, he said on Weibo, April 3, the guests will have some things.　　Some speculate about mergers and acquisitions and IPOs. The answer was announced last weekend, where the guest and the famous writer, the driver Han to renew the endorsement contract.　　At the same time, where guests in Beijing, Shanghai and other 10 key cities launched a wave of violent outdoor advertising, light boxes all over the street, the subway, Han said with a smile on the above "spring, no fear." It's a trance reminiscent of 2 years ago.　　At that time, "where the object" at the beginning of a big red, the first sign of Han, where the guests put tens of millions of yuan outdoor promotion fee, directly to the annual sales from 500 million yuan to 2 billion yuan. In the new propaganda language, every guest seems to be in the readme.　　Because, for several months, this China's largest self-owned brand electric business enterprise was sung by many people. Last year, as the capital markets cooled, Van Gogh's scheduled IPO timetable was one year ahead of schedule, trying to speed up the landings. However, the deterioration of the U.S. capital market environment, intensified domestic competition and other reasons, it has reluctantly postponed and suspended the IPO process.　　Not long ago, the CFO and CFO have both resigned. The bigger blow came last December.　　Series of explosive material said that it backlog of serious inventory, tight capital chain, the cumulative loss of serious. Aging had to stand up and cheer. He revealed that last July the F round financed 230 million dollars. Then in the company's annual meeting, where the customer committed fault, especially the category expansion, such as MOP, rice cooker two products, into a number of the category not to enter, and large-scale SKU (inventory volume) expansion, but also caused the inventory water level is too high.　　He said it was "the price of trial and error", but the news of the collapse or sale was a rumor.　　Originally for Sprint IPO implementation policy also brings inflationary consequences, where the customer began to encounter management pain. Prior to this, the most important functional departments of the customer is divided into marketing centers and product centers.　　The product center directly grasps to the supplier under the single authority, over the past few years relatively stable structure and the high performance makes one gradually to form certain interest chain, the order and the inventory management often lacks the intensive coordination, the grassroots has the excessive discretion "the authority inverted" phenomenon. This has led to a micro-control of grass-roots management signs.　　People familiar with the van said that the middle and lower class employees in the product center could even issue a tens of millions of-yuan order overnight. Old himself said that since last August, has been aware of the problem, "high level of impatience, grass-roots corruption." "It has also become the driving force for the most massive organizational restructuring since last year's inception."　　Where the customer will be divided into the product Center for men, women and so on 5, during which category managers carried out a large-scale transfer hillock, more importantly, between the product center and suppliers, set up another three production centers responsible for supply chain management. Every guestInsiders said that after the restructuring, the company's internal general reflection of the effectiveness of collaboration has been significantly improved. At the same time, another good news is that the customer is gradually promoting the settlement of accounts payable.　　Prior to that, there have been many suppliers to reflect the number of customer accounts have been in arrears for a long time, these factories all over Jiangsu, Zhejiang, Fujian and other fields. The sales staff of an Internet advertising service began almost daily reminders at the end of last year and were almost mad months later. But the good news finally arrived, March 18, every customer began to pay their partial accounts.　　At the same time, for the collection of digital clothing, shoes and hats suppliers also told the first financial daily (micro-blog), from the middle of March every customer finally began to pay back. or for multiple reasons.　　People familiar with the visitors said that after the big adjustment, every customer has been reflecting on the past, try to figure out this year's planning, experienced a long "closing period", many departments even until the end of March to finalize the budget this year. In addition, every customer's inventory annoyance or also have to dissolve the signs.　　A few days ago exposed the goods (micro-BO) listed materials show that, as of September 30 last year, where the total inventory of customers as high as 1.445 billion yuan, sent to the network analyst Li Chengdong said, if so, the fourth quarter peak season probably accounted for the annual sales of 40% to 50%, meaning that the inventory is not enough to digest the last quarter.　　"Not bad money"? Recently, there have been news that the East China where the customer's supplier warehouse in every customer brand inventory backlog serious.　　In this respect, several customer suppliers to this newspaper that the message is likely to be a large extent misreading, some of the rise in inventory water level due to the preparation of the early preparations in the summer.　　Probably these let every guest feel, a little spring to sign, so have a renewal Han Han this wave is known as the unprecedented scale of the new line promotion action.　　Visitors to the official declined to disclose the specific cost of the promotion, but according to people close to the visitors said that the offline launch this year (which is not a small share of LED light box) budget for 80 million yuan. This is only a small part of the overall promotional plan for 2012.　　People familiar with the matter said that every customer this year in Baidu's launch framework of up to 75 million yuan, living in Baidu's big customer list fourth, only less than suning easy to buy, Ping An group and e-Dragon. In Baidu search engine and where the Customer Network Alliance, it also prepared a 500 million-yuan Internet launch plan.　　Overall advertising will increase on the basis of $1 billion last year. These investments are not simply about burning money.　　According to people familiar with the situation, the ROI of Baidu is 1:5, where the ROI of the brand word is about 1:16, and the industry average level is about 1:3.　　This shows that after years of careful operation, where the brand value of customers has been fully clear, it is not difficult to understand the 2012 after the rally of every customer after the start of a new wave of brand promotion on April 3.　　In addition, all customers to restart large-scale offline promotion also conveys the meaning of the pace of operation. An industry observer said the cancellation of the IPO plan at this stage is not a cause. The previous stage of the adjustment for the moment, now catalytic new round brand promotion moveIt looks like a signal: It shows patience and will skip the current bad capital market cycle and wait for another chance.　　Li Chengdong also said that the cancellation of the IPO at this time that it is not bad money, you can also take the opportunity to practice good internal strength, when the financial data more beautiful timing listed. March 31, aged in a Shanghai forum made a statement of confidence. He said that when the market is hot, we are more enthusiastic, the market is cold, the real "cow X" Company will show superiority.　　Interestingly, the old will also say "Ox X" once, but let the industry a surprise.　　He said that the real advantage of every customer lies in "is the brand, is an attitude, there is the spirit of the Chinese Internet fashion brand, is not a parrot, with a price war for survival platform." He also said that everyone can feel "spring is coming, Spring is really coming". And an insider also optimistic revealed that the current customer T shirt sales have exceeded 100 million pieces.