Age: Get rid of the power business does not make money magic curse don't worry about every customer change "1 Yuan Shop"

For domestic apparel enterprises, the past 2012 years has been an eventful period, the whole industry into a stagnant sales and high inventory dilemma. As with the offline brand, the Internet fast http://www.aliyun.com/zixun/aggregation/18202.html "> fashion brand where Customer prudential products from the end of last year, with the" full 1 yuan "of the strength of the continuous price reduction inventory. In the face of the customer unit price with the reduction of commodity prices questioned, where customer Prudential product CEO said recently, not worried about every guest will become a dollar store, the current customer unit price in more than 200 yuan, the daily sales up to million products, and VT, canvas shoes, casual shoes and more than 10 product line has been achieved profitability.

It is understood that at the end of 2012 every guest began the "New Year crazy Rob" activities, the activity covers almost all products category, including down jacket, snow boots, sweaters, shirts, underwear, trousers, accessories and so on, promotional information is almost "9 yuan", "5 yuan" or even "1 yuan" exaggerated promotional information. This extreme practice of dumping inventory baggage has caused the industry to heat up. According to the introduction, big promotion will not only the backlog of more than a year's inventory emptied, and a large amount of cash returned. In old words, "we had a very good cash flow in the last four quarter, which was a mess."

Yesterday, where the customer-prudential products related to the person responsible for revealing, although the customers often throw 9 yuan, 5 yuan or even 1 yuan of merchandise, but in fact the original price of goods sales do not fall, this marketing means to promote the sale of new products. According to statistics, every customer activities during the daily sales of more than 1 million items, the average customer unit price of about 200 yuan, compared to the previous increase of about 30%. At the same time, the old user's favor, where the customer prudential products in the last four quarter to achieve more than 15% users per day.

Analysis points out that every customer this promotion is after 2012 years of overall optimization adjustment after the active change. Huanggang, general manager of Hanson century supply chain consultancy, said that the supply chain optimization effect that the customer had driven last year was obvious. The original warehouse in the heap of goods to a year without purchase, now the efficiency of the promotion of quota by the sales, partial purchase, quick turn to become possible. This lets every guest no longer face new stock pressure, so can calmly clean up old stock.

In the industry, after a year of management reform, where customers are ready to return to the brand common sense, so as to get rid of e-commerce "do not make money," the magic Curse, realize the scale and profit.

At the same time, aging is also to the traditional brand clothing enterprises operating ideas change: Effective control of the supply chain, set up a data center to establish a circular feedback mechanism, consumption-oriented, according to the data quota quantitative, finally let inventory turnover reached the fastest. This is also Uniqlo, H&m and Zara, such as large-scale fashion apparel brand success model.