Aged to make shirt millet route to be validated

Abstract: It is understood that September 9 will be listed on the 80 free ironing shirts cost price of about 140 yuan. That is to say, every shirt, where the customer has to lose 11 yuan of money. Beijing also Zhuang economic Development Zone Jinghai three Street 3rd, here is the customer Prudential Products Technology Co., Ltd. (hereinafter referred to as

It is understood that September 9 will be listed 80 free ironing shirts cost price of about 140 yuan. That is to say, every shirt, where the customer has to lose 11 yuan of money.

Beijing also Zhuang Economic Development Zone Jinghai Road 3rd, here is the guest Cheng Products Technology Co., Ltd. (hereinafter referred to as "every guest") of the site. September 3 7:30 P.M., where the CEO aged in white shirt appeared in the office Building 3 floors of the meeting room, received a financial weekly reporter interview.

According to the old introduction, he and his guests were just moved in September last year, from now on a year.

Into the factory, in the east and west of the 6-storey building, where the guests did not decorate the new office fashionable taste full. In contrast, basics, the office of senior executives, including aging, is also simple. The only special place, everyone's room is put up with clothes hanger, now the van is more like a start-up company.

Passage of time, it is difficult to put the current visitors, with the red pole north and south across the "where the object" company compared. At that time of 2007, where a customer by virtue of a shirt, brand marketing and cost-effective products by consumers, and has become an early rise in the success of the commodity licensing model.

However, from 2012 onwards, every customer's category expansion strategy, let it face huge product inventory pressure.

"2012 when the largest inventory of a billion of of the inventory backlog, in the same industry is relatively high." "Aging to the financial weekly reporter introduction."

In fact, aging is not without reflection. "In fact, as early as August 2011, we were aware of the problem of inventory, 2012, for Fank is a process of digestion of inventory, and in 2013 years, the entire company to the real meaning of the product itself." ”

Aging introduction, from the second half of 2013, where the customer has found the direction, that is, "millet", the single product to achieve the ultimate.

So, can the millet route save every guest? More people in the industry believe that the new road where customers face the target customer is not clear, pre-sale model suffered from market criticism and many other problems.

Make the shirt The ultimate

Where the customer again war Lake, Old cry: "Do not make good products are to be thunder split." ”

Indeed, in order to do a good job, aged hidden for a year. August 28, aged in Beijing 798 Fashion Design Center, announced the adjustment of the company's strategy, cut off any other business, only to do a single product, from where the customer started the shirt.

At every guest's press conference, aged from the Aksu cotton, Schong's speech, almost covered a shirt of the whole birth process, aged even for the guests of this shirt gave the soul and life.

This shirt is a number of times in the past year from Xinjiang, Vietnam, Japan and other design of the 80 iron-free shirts. "It took me a year to get a shirt in." "Old feeling.

According to his own introduction, the past year, he almost put all the energy spent on how to do a shirt, such as where the best cotton, shirt lines how to design fluency, the process of ironing process and so on.

Good quality is not easy, the process is more painful.

Referring to the company's changes over the past year, Aging said, now every guest to do the focus, the first down-to-earth from a good shirt start. "In fact, when we first moved here in September 2013, the company had a lot of staff and a lot of product categories," he said. ”

"Now that we have a clear target, we will cut off the rest of the company's business, the staff is also greatly streamlined, at present there are more than 300 employees of the guest company." Now all I have to do is focus, simplicity, and I don't care. "Aged supplements.

Indeed, from every guest a series of movements is not difficult to see, aging this time is to be real, and even to put a shirt a little paranoid, with the previous left to the "expansion of scale, fierce growth" of the line has a significant difference.

This time, aging is hoping to use this to open the new model.

Talk with reporters, aging talked about the impact of Lei, "the current company went through 7 rounds of financing, also set up more than 7 years, almost every round of financing, the company every major decision, are Lei and led by the participation." ”

This is not difficult to understand, between aging and Lei is the "true love." Aged hope to use "focus on a shirt" to play a beautiful turnaround. Now every guest, like Lei sell millet mobile phone like selling shirts.

According to the old understanding, the essence of millet is the product, the user, the fear of partners, a good product is the essence, and this is the lack of the entire industry.

"7 years ago, every customer started with a shirt, but because of the industry did not understand, we are through more styles, more colors, more SKUs to promote the rapid growth of the van." ”

Looking back, especially in the last year, it is becoming more and more difficult to see that the garment industry has become so bad that people don't speak quality, he said.

"Then every guest is urgent, is to do fresh, breathable, feel good, free ironing, can not cross, easy to care, washed 30 times without deformation, high-quality white shirts." "he said.

And this kind of extreme shirts only sell 129 yuan, this happens to be other businesses do not. "For now, this shirt has been priced from design to processing, distribution and transportation to our warehouse," he said. ”

It is understood that September 9 will be listed 80 free ironing shirts cost price of about 140 yuan. That is to say, every shirt, where the customer has to lose 11 yuan of money.

According to the old plan, he now has to do is to walk volume, the word of mouth. By word of mouth will be the amount to do up, with market share, only then may want to put the price up. "It's a painful decision, but I don't think it's going to be too long," he said. ”

However, some people in the industry do not seem very optimistic, even if the focus, the ultimate shirt is a shirt, not a mobile phone.

Electricity Trader Lin Wenbing (alias) looks, the price is not always the problem of the clothing industry. The garment industry has never had a product that can endure. On the contrary, the ever-changing is the primary goal of consumer pursuit. Even if the shirt is the most likely to be "millet" products, but do not ignore the present, the thousands of changes in the current consumption fashion.