Where customers want to do the garment industry millet, product positioning has been questioned

April 2014, when the guests set up less than seven years, accompanied by the transformation of millet, the trap seems to be more than the "seven-year Itch" came earlier. "Listen to Thunder in silence", the chairman aged on Weibo for tomorrow's sales of Van 300 shirts cheer, words not ugly behind the Lei investment revival ambitions, but "extreme single product" will change has been many times on the edge of the cliff wandering guests? The answer is not clear, but warehousing and logistics investment is shrinking, Financial chain crisis, product quality has been criticized, business thinking split and so on.

"Millet" in the garment industry

Product positioning has been questioned

In the transformation of half a year, where the customer prudential products to hand over their transcripts. About 20,000 pieces of VDP80 shirts were snapped after 20 minutes on the shelves. Where customer prudential Products also announced that the second batch of VDP80 shirts will be sold this month, however, in every customer sincere product glow new vitality At the same time, there are a lot of questions around it around, do the garment industry in the millet seems to have become the goal of every customer now. Whether it's making screaming product promotions or starving sales patterns, it's just the same as millet. Although everyone claims that there has never been a millet in the interior, the topic of the industry has never ceased.

For the industry for every customer millet paste on the color labels, where the owner said that the clothing category and electronic products are essentially different, clothing is also far more replaceable than mobile phones. Although there are similarities in marketing, it is clear to all that there are two different industries. With the recent production of 300 shirts, for example, this is a guest in the quality of another challenge, embodies the customer's pursuit of the ultimate quality. "He said he only wanted one of the best white shirts, the night of June 2013," The quiet old man told the microblog in February this year. So, I keep asking, I keep looking, keep thinking. 300, today's dream come true. "In this process, such as the emergency clothing, feather and other categories have been growing, which is very important to the transformation of the guests." Asked if there would be a second "where object" in the future, the person said, the customer does not reject this marketing tactics. Any way in the future that will benefit the market and meet the expectations of consumers is likely to be applied.

Marketing is important, but products play a decisive role. Into the hungry marketing of this alley where the customer brought to the industry a lot of questions, the media or enterprises, consumers or not, there are people who constantly doubt the location of the customers. Part of the internal staff is also because of the prospects of the guests have been questioned and chose to leave.

Today, where the guest has left the senior staff Li (alias) still questioned where the millet road clothing, he thought that this road away from the original intention of the customer too far, contrary to the user's shopping experience logic. "Clothing is different from mobile phones, it is difficult to make standardized goods, and the user experience is difficult to measure by benchmarking." Most users do not study the selection of button material or clothing material. Users will only think that wearing comfortable clothes is good clothing, because the current market environment is that most users do not because of such small details and pay. Once every customer's practice is that users can try to wear, the user personally experience, will say to others the thing is very good, and now the customer said to the user, ' My things are good, you choose our products, it may cause consumer dissatisfaction. ”

Just listed down is the first batch of millet products, according to the owner of the relevant person, snapped up the effect of good, goods sold out in five hours. However, a consumer who has more than three years of customer-prudential shopping experience, said, "before the trust of all customers sincere goods, logistics fast, cost-effective, buy clothes do not worry." But then the officer net, kind of too much, almost cross-stitch eyes. However, once again after the transformation of all the goods appear noble Leng Yan a lot, the daily wear why to go Advanced limited edition? I'm not buying an international brand.

Talking about the recent in the bustling millet strategy, Li wanted to express his concern: "Clothing and mobile phones, consumers will wait for an electronic product, but will not have the patience of a shirt." 300 quality is very good, but we do not think that hunger marketing can adapt to the clothing market, it is difficult to support the normal operation of the company, we can do around this concept, but should not be a way to black. ”

The CEO of a network clothing brand thinks, the user is more sensitive to the demand of the clothing commodity, this makes the clothing good or bad hard to have the rigid standard. and clothing goods can let users scream products, generally will be master design products, such as Ralph Lauren polo shirt, every once in a while will be introduced to the public enduring style. And Millet is with its excellent price to make customers scream. There is no lack of awareness, but at present its positioning is still a low-end commodity. Although Millet is a low-end mobile phone, but has a loyal fan group, and the customer does not gather in the brand of real hardcore fan group, so the marketing process is likely to encounter the embarrassing situation of subsequent weakness.

The capital crisis before the transition

Be accused of defaulting on a large number of suppliers

In fact, the 2013 before the transformation of all customers have been mired in high inventories, suppliers to collect debt to the capital crisis. 2011 Fan Crazy expansion of the category, the light shirt has hundreds of kinds of style, daily stores also followed the shelves, and sales did not grow with the category of rapid expansion. It is noteworthy that in November of the same year, every guest planned to submit the listing application documents to the Securities and Exchange Commission, but customers who were questioned by the industry eventually stranded the plan. 2013, the electric business platform became a hot word, where customers also play the slogan of the platform for the consumer, but it has been in the self and third-party business wavering between, where the customer received a lot of suppliers complaints. Last October, there was news that every customer faced a serious crisis in the capital chain, arrears of suppliers a large amount of money. Where the customer explained to the outside, the company moved, the Department of Integration and personnel, resulting in the process of work backlog.

In order to solve the problem of funds, aged in advance will be located in Beijing East two ring near the Yong your center moved to the village. Yong Your center per square metre rent 6 yuan, the new headquarters of the rent per square metre only 1 yuan. Moved to Beijing outside the five ring also works of aging in the night will be a media reporter summoned to the new workplace, frankly every guest's work errors and future plans. "Old people are always apologizing and rethinking, which makes our work difficult," said a senior employee who left office after leaving for a Beijing business newspaper. "And she did not comment on the millet of every guest, only to CEO home to send a blessing."

Since every guest has shown that the transformation of the day, around the customer capital chain of the topic of tension has never been interrupted. However, before the seventh round of financing fell to the ground, the industry has been rumored to negotiate the financing limit of 200 million U.S. dollars. It has shrunk by half the amount of funding it has landed, which has made it a label that investors cannot bear to fail but are worried about its transformation.

As an old friend and a guest investor, Millet company chairman and CEO Lei played an important role in saving the guests. Where the customer has completed the seventh round of more than 100 million U.S. dollars of financing, the financing by Lei, IDG, joint venture source, its, qiming, Temasek, Citic, De Tong and other shareholders are involved in investment. Aging on this said: "Where the new round of financing success, the industry to all customers, the Internet clothing brand has firm confidence, but also to Fank 2014 back to the original intention, focus on product strategy affirmation." ”

The troubles of the transformation

Gross scale diversion

At a time when the capital chain is running out of order, in the past staff Li thought, the internal business model "is contrary to the conventional" is one of the important reasons for the decline in recent years. Where the customer has been the design, version room, factory outsourcing routes, and the most characteristic of the canvas shoes and VT is not after the first positioning output such a sequential production. The entire customer company does not have a standardized product line, and the development of commodities is basically to explore the form of groups. Almost every product has to be aged personally, and then followed by other leaders, this violation of the clothing industry general logic is obviously very risky. After the resignation of Li thought, although the old club, buy two every once in a while, the clothes hold a field, but certainly its quality is good at the same time, every guest's design feeling weaker, difficult to let the person in front of a bright, this also decided that every guest must undergo a transformation.

In the 2013, all the guests, with questioning and pressure, embarked on a difficult transition, and everyone stumbled along in reflection. Lei once said on Weibo, "as every guest and old user, my request is actually very simple, is a really good white shirt!" The product is done, will have a customer's brand and customer loyalty "!"

A guest executive told Beijing Commercial News reporter, every guest in the process of transformation did undergo a lot of pressure and doubt, although where the object hit, but the marketing of all customers are unwilling to invest more, after all, the era of the object of the past, this brilliant creation needs not only efforts, but also a number of geographical conditions. And now every customer is more want to work on the product, but also hope that this can reverse every customer in the eyes of consumers image.

Business thinking, product quality, clothing marketing in every guest within the split attitude, but ultimately decided to sell, how to sell only aged, all respect the owner of the founder. Although in the eyes of employees is always long plan too little, often halfway started another new policy, so many people are at a loss. "Aged is a very thoughtful person, he has the courage, the work has a strong ability to control, but also to do a very good job marketing." Aging has a very good team, but in the details of the processing may seem too hands-on. Like 300 shirts, including raw material selection, factory processing, he had to talk to himself, so many trivial things are done by one person, so he can have more time to do something else?

"There are two options for doing business in the Internet, one is what I do with the Internet, one is what I do and what I do." Blindly follow the strategy will lead to strategic mistakes, but should return to consumers, let consumers decide what they need, so as to gain market recognition. "When it comes to garment management, the top brass of a well-known garment brand said. After reflection, every guest is gradually moving towards the original intention of commodity. Where guests related to the Beijing business newspaper reporter said, seven years ago, every customer is making shirts, then want to try to do a best shirt, and then every customer took a lot of detours. Face oneself, every guest back to the original intention, ready to proceed to do the ultimate goods.

Analysys analyst Zhao Saijun pointed out that from the overall volume of large-scale direction to the millet route, where customers need to undergo a difficult transition period. The latest round of 100 million dollar financing does help everyone to achieve a comeback, but its future development should pay attention to streamlining the internal structure, product quality and service to make more fuss, this will be possible to revive their own brand effect.

Where the splendor of the object is no longer

A succession of staff turnover

Where guests started in 2007, 2010 years full of streets, full network of "where the object" with Han's "no fear" of the big, countless young people in pursuit of the object, where the customer from this rapid expansion, 2011 years even the 2015 sales set at 150 billion yuan. However, it is regrettable that a short period of time, where the customer from the personality of the brand reduced to the same low-end goods.

From the red to the streets to nobody, every guest in just five years experienced ups and downs, and again stood at the crossroads of Fate. After receiving the 100 million dollars saved by an old friend Lei, the founder and CEO of the customer once again face the past blindly arrogant himself, and said to let every guest make the screaming goods. However, with the passage of time and the change of office location, some of the old employees who have gone through the wind and rain together have chosen to leave for various reasons. But in front of the recorder, they are all people who have experienced and witnessed the changes. For the transition to the former club, the departing staff may be even more of a outsider.

"At the beginning of 2011, I came into the product research and development department, which was the most glorious day for every guest." Li said. In his eyes, every customer perfect rotation system let him benefit, but also to the company more understanding. "At that time every guest is on the cusp, no matter how many products we make, we can sell it quickly." We believe that no matter what the guests do, they will do well. "And it is on this basis that every passenger began a massive expansion in 2011--both on the staff and on the product line." This year, in order to start the clothing of all the guests, without rational planning under the premise of starting to do electrical appliances, furniture products. "But things are not as simple as people think, and people are most likely to make mistakes when they are proud, and the illusion of a false prosperity is just a matter of omnipotence." ”

Li thought of the so-called "illusion" can reflect every guest in that glorious period of self-confidence and arrogance, and Lee want to have the same idea is not the only one. In that period of time, every guest from top to bottom to the speed of the pace of expansion, for employees, for consumers have brought "every customer can sell anything" impression. Li Frankly, "when you have done more than your own ability, you will find that I now do not have such a great ability, every guest is also so." In the beginning we sell shirts in the reader, we can be very focused. But after dabbling in many fields, such as clothing, furniture and electrical appliances, we found that our energy began to be insufficient. And 2011 years later, we have been trying to expand the SKU, has also been a substantial reduction.

In fact, in every customer before and after the ups and downs, especially for a long period of transition, many people in the company have nothing to do, and then constantly someone with professional ideals to the next goal of life. For a set of outgoing turnover, every guest as a host is also known. Old often hung in the mouth of the word is: "If you resign, you can change jobs to find another job, and I left the van, may eventually only stay at home, write a book to recall my time in every guest." ”

It's not just her who has this feeling, among the five-bit employees who have been contacted by Beijing's newspaper reporters, their speech conveys a meaning: "A lot of things are up to age, we respect old judgments, we listen to his current plans, but we don't know what to do next." ”