Deep understanding of the industry in Shenzhen to the millet model has been pale

If not travel to Shenzhen, will not understand the Shenzhen industry to "millet" mode has been pale. When the millet from the mobile phone into the television industry, TCL and Skyworth executives formidable, is said to meet every day to discuss how to deal with, but no results.

The millet pattern is divergent, but there are several characteristics that can be abstracted. The first is fan-driven. Using social media, without a penny ad, all communication uses the enthusiasm of the fans, and the service of all enterprises is also the fans first. Top to Lei, Li Vanchang and other senior executives, down to ordinary employees every day in micro-blog or millet forum bubble. The second is to book first, reproduce. This can be ignored, completely e-commerce is the positive cash flow model, which indirectly reduces the retail price of millet, so that can be a high cost-performance smile.

The millet pattern and Ma Yun since the beginning of last year advocated c2b. The vicious competition of the traffic on the consumer has already made the merchant reach the unbearable weight in the user's cost. Just past the double 11, despite the record-breaking record of 35 billion of sales, but how many businesses are in advance stock but failed to sell in time to cry without tears. How to make use of the fan economy, the user embarks, the custom needs the product, thus forms the brand uniqueness and the specialized attribute, avoids the vicious price competition, this is the social media age each brand needs to ponder the question. And the entire manufacturing supply chain must also be transformed because of the C2B, the future may be difficult to have millions of orders, more orders are cut to each circle as the center of Small batch orders, flexible manufacturing will be a big way. Within 3-5 years, it is conceivable that the era of personalized manufacturing will eventually come.

In the spring of the fan economy and the flexible manufacture, the dress shoes are the first to accept the challenge. Whether you are a guest, or Lok Tao, are in the personalized aspects of Kung Fu, but are not the real sense of personality manufacturing. Founded in 2012, the lovers can be the real first "online custom" shoes company. I think that the mode of the customer, the traditional enterprise "on demand" has a very good demonstration role.

As early as 2012, when the report was set up, the network media bombed. The main firepower was concentrated on the Zhihua angel investor. Zhihua's other identity is more familiar, the CEO of the Duke. What makes a public company's boss willing to invest in such a start-up project? Zhihua from 2009 to 10, and business school students "brainstorming" this idea, after two years of precipitation and improvement, Zhihua finally decided to invest in the project. He has been in this industry long enough, whether it is resources or industry knowledge, are very helpful to love.

The word "custom" makes it easy to associate expensive, long waits, such as the customization of luxury brands. The way to be cute is to do the opposite. Turn custom into consumer goods, fast delivery. We now see, in Sina Weibo, corporate website, and cat shop, consumers can choose nearly 30 different shape shoes, matching color, graffiti, upload pictures, personalized signature Four core functions to customize. Love set the customer actually realized from the design, raw material procurement, production, customization, sales, logistics, after-sale every link. Because it is their own factory, flexible manufacturing has been thoroughly implemented, love set the customer can be shipped for up to 7 days, single product price from more than 200 yuan, is completely public consumers can bear the price, one at a time to break the custom must high-end of the myth.

In the first year of operation, through a small range of testing and promotion, love set the customer cumulative 100,000 of the order. 100,000 in the traditional footwear market may be insignificant, but for the total rely on word-of-mouth management of the customer, this score is not too bad. C2B is good, flexible manufacturing, easy to talk about, it is so easy to do, if not fully demonstrated, blind promotion, do not make promises with consumers, the enterprise will be in the land of perdition.

"confirmatory mode, Process reengineering" This is the first step of love, but it is clear that in the Internet industry, relying on the ecosystem, rather than in the past manufacturing tyrants-like money can solve the problem. The customer needs an eco-system like Taobao so that more people can play their part in the fast-growing footwear industry and make a profit. The lover has gone two moves, the first is the Open interface. Whether it is designers, artists, photographers, illustrators, including those who love to create and share the common people, can be used to set the customer's interface network open shop. They just make and upload their designs, and consumers can get their share by clicking and eventually creating an order. and the corresponding manufacturing, after-sale, logistics, customer service, are all love to finalize the customer. But consumers see a more personalized brand.

The current vision of the customer is far beyond "designer" work, but it allows more fans, or circles, to customize their own shoes. For example, China has so many universities, light all kinds of societies no less than 100,000, whether every community can have their own customized shoes, go outing or do activities with their own unified mark, so as to obtain a sense of community identity. Including many singers in a similar sound program, the enthusiasm of their fans can be customized to express their love for idols.

The second thing to do is to develop a traffic-sharing mechanism like Taobao. More traffic to the site can be connected to the customer, by giving love to customers to bring the flow and make money. This is similar to website federation. In fact, whether Baidu or Taobao have a huge amount of Web site Alliance to bring traffic. Love the customer through up to 10% of the sales commission, to personal owners brought a new source of income. This is the same as Taobao's Taobao airliner system.

The case of the customer is of great significance to the transformation of many traditional manufacturing enterprises. There are a few interesting key points to explore

The first is to get rid of the institutional limits of traditional enterprises, starting from scratch. As we all know, transformation is the transformation of thinking and culture, traditional enterprises are limited by traditional business, it is difficult to transform thoroughly, so it is better to start anew. It is better to own your own life than to others.

The second is to find professional people, do professional things. For example, the investor Zhihua is the president of the company, and his understanding of the industry is far more than the average angel investors.

The third is the principle of Internet product development law. Small steps run fast and iterate quickly. Don't eat a fat one mouthful.

The last is to build their own ecological system, in the past traditional enterprises rely on channels. Now it needs a bigger ecosystem to support and win together, including every fan, every consumer. This may be the biggest difference from the traditional brand.