End of year Sprint where the guests are very practical

To clean up inventories, increase margins, increase sales, and adopt more effective marketing, this winter, every guest is very practical.

"Hope for Profit", which is the company's goal that the CEO talked about most in 2012. They started their final sprint in the coldest winter in Beijing in ten years.

"Beauty Makeup 2 yuan, home 9 yuan, female boots 9 yuan, sweater 9 yuan, trousers 19 yuan, down jacket 99 yuan ..." The end of the year "in the name of" Double 12 ", a rare audience promotion since the establishment.

This is very different from previous years. In the 2011, most of the guests are similar to buy 200 return 200-style full-time activities. The change in the way of promotion is just one of the many changes in the customer.

Cleaning up inventories is the primary goal. January 2011, aged 2011 years of sales target from 4 billion, adjusted to 6 billion, and soon adjusted to 10 billion. It comes with extraordinary production and inventory.

At the end of 2011, the stock crisis of every guest was reported by the media. According to the exposed at the time of every guest listing materials, the company made a total of 6 rounds of 422 million U.S. dollars of financing companies, September 30 cash equivalent of 1.52 billion yuan, and the inventory can not be cashed in the stock will make every guest funds tight. For stocks, a general view is that first of all, the customer product itself is low price, clean up the inventory to the ultra-low price or even a loss of sales to be attractive; In addition, the fall and winter goods sales and high cost, but must endure to the next autumn and winter will be possible to sell, so 2012 years of autumn and winter is crucial.

November 2011, Silver Thai Network CEO Liao Bin to the media said that every customer has submitted the listed materials. But American investors were no longer interested in losing Chinese internet companies. Every guest is stranded on the market. Since then, for the target of 2012 years, the age of the sales figures.

But 2012 is not a good year. China's GDP growth slowed for 7 consecutive quarters. Offline apparel industry as a whole into a stagnant sales and the plight of many stocks. In the first half of 2012, including Anta, 361 degrees, special steps and other domestic 42 listed apparel textile Enterprises Inventory of up to 48.3 billion yuan.

This prompted traditional brand makers to cut prices early this year. Uniqlo's lightweight down jacket just launched when the price of 499 yuan, and soon fell to 399 yuan, or even close to 299 yuan, and this is where customers of similar products pricing.

Autumn and winter is the most important season for any garment company, especially for Yiu Ting. She is in charge of the sixth Division, including shirts and knitwear two major product lines, including shirts in autumn and winter sales of the product line of 60% of the year, and wool knitwear can account for 90% of the annual knitwear. One additional pressure is that the stock left over from the sweater is "pretty big". Prior to the organizational adjustment in October 2011, the company's wide range of product lines were distributed in two major divisions of the foundation and new product divisions, with at least 3 departments having knitted knitwear, which eventually led to the similarity and inventory of the products.

"2011, our biggest feeling is how the goods sold out so quickly?" Chen, head of the business department, said to the first financial weekly, "You are certainly not the same judge of the future when you are excited." "And in the winter of the year 2012 years to do product planning, should be more calm," Do not encourage aggressive, gross margin is more important than sales indicators.

With Han, Li Yuchun, xiaoming, Dan 4 spokesmen of the 2011 different, the 2012 spokesperson only Han and Li Yuchun left. Brand deputy General manager Kinti May 2012 to every guest, "the most painful" place is to feel that every guest's "brand Go too far, and products can't keep up".

The actual adjustment is taking place. 2012, every Guest "spring, No Fear" and "positive energy" advertising is still impressive, but the fall and winter of this kind of brand advertising is basically disappeared. The 12th quarter of 2012, where the Baidu index is slightly higher than 2011, but the 34th quarter, where the Baidu index only 2011 years of the same period of about half.

Even so, it is not easy to think of 2012 as a year of the shrinking of a mortal. Yiu Ting Special attention to Taobao data, such as Taobao customers age distribution, between 18 to 23 years old users accounted for more than half of the logic is to pursue the Internet's largest consumer group, for their "400 cashmere sweater is expensive products."

In the final analysis, Cui said, the customer is not a brand to build a particular style, nor a design director to lead and structured product design, but like Zara, by the product line responsible to make judgments, what good to sell, and, "Every customer special value user Data", The data tell them that the most popular consumer group is young people, the United States and the state-style style and low price is what customers need to pursue.

Previous market research has become ever more important. Before, where the customer mainly look at their previous data, but in 2012, including Yiu Ting, Chen, but also to look for competitor data. Yiu Ting Daily Records the sales figures for each product of Uniqlo Day Cat store. When Japan Toray this to the Uniqlo to provide clothing fabric suppliers and more closely with the customers, where customers will ask with the supplier, Uniqlo, the United States and a certain type of products to do? What are the future trends? In the autumn and winter fair in May 2012, but also by aging, website operation, Financial scoring, the Department for the company resources of the meeting, Yiu Ting take flannel This product to fight, the first is to look at the company's historical data and competitor data.

The quality is also a factor in every customer's plan to increase gross profit, after all, the reasons for fare increase are given at the product level. "It's not a matter of buying expensive raw materials, but it's not a fine selection before." "Chen said.

In Chen's fifth division, the product planning team this year changed people, requirements to have more than 8 years experience in the apparel industry, garment companies in the development of clothing, "the strength greatly increased."

After the channel page is assigned to the business department, the sweater Channel's propaganda focus is clearer: Australian wool. In addition, another way for Yiu Ting to increase the price and gross margin of sweaters is to find popular elements. Division Six has done a fisherman's sweater, jacquard Christmas, profile bat sleeve big sweater, "women still willing to pay for fashion." In addition, high collar sweaters and thick sweaters, which are not very well sold in the northern part of the heat, are also a key sweater category because it sells well in central China. Originally can only sell 3 months of down jacket, sales cycle in the northeast may be extended to 5 months. "We're anxious for a 4-region version of the site. "Yiu Ting said.

Whether the sales cycle is short, or do not base, the biggest risk is inventory. And van 2012 for the sold out rate requirements in more than 80%.

Yiu Ting method, is divided into several production, let the supplier first to help all customers prepare yarn, sell well on add single production, sell poorly let the supplier of yarn to other companies to use. The sweater was added two times in 2012. But the key to this is to develop big core suppliers, and it is very difficult for small suppliers to use the yarn that they don't want on other orders. According to the public information, 2012, where the number of products suppliers in autumn and winter halved, to 150 or so.

Chen's polar fleece products were also added two times a single, but sell very good ultra light down jacket is not with single, because with one months can produce good sweaters different, down jacket production cycle longer, Chen afraid to add a single after bad sell, will affect the sold out rate. "Simply sell out and do more next year." Another way to reduce inventory risk is to reduce the category. For example, polar fleece is reduced from dozens of printing in 2011 to four or five classic sections in 2012.

For Yiu Ting, the head of the business department, although the sold out rate and gross margin is her most concerned about the two indicators-the first indicator means whether because the sale is not moving and loss of money, the latter indicator means how much money-but sales, inventory turnover, channel flow is also the evaluation index. In the early 2012, when the data center was set up, every day will be issued daily, every business department in the daily product line is ranked according to various indicators.

And the effect of the sold out rate and the margin is far more than the assessment of managers, in the company, which is still adjusting lines of business, these indicators also determine the 6 Big 6 small 12 division can be in the company for what kind of resources and future, Yiu Ting department from the original only shirt product line expanded to have knitwear, The cosmetics division will close after selling inventory.

The marketing department is the place where "resources" are most concentrated, but it is not easy to enlist the support of this sector. It also needs to improve its efficiency in the 2012, with the new advocates of managing advertising as "Managing SKUs".

According to every guest's network advertising into the Alliance service provider billion MA Online CEO Kosching introduced, 2012, where the requirements of the million-ma more meticulous, with the million-MA set each month with the goal of orders, to achieve millions of of the reward, to help the million MA customers do accurate delivery, and the previous visitors more value brand advertising.

And this is accompanied by a decrease in overall marketing. Although Chao Xiaoming, deputy general manager of the market Promotion center, said that 2012 was equivalent to 2011, but a customer advertising service provider said that the company's mail promotion costs than 2011 reduced by 1/3, the portal site brand advertising has also been reduced.

Every day, the marketing center to send the old email data, the previous Shou and click on the data to compare, including each channel data, why the ups and downs. Conversion rate is also closely linked to the product itself and the price, as long as a product promotion effect is not good, will be in a few hours to be replaced.

Aging recently to the media, Van Gogh's first three quarters of sales rose nearly 30%. In the past 3 years, the sales growth rate of customers has been about 250%, 285% and 175% of the previous year respectively. But the good news is that every guest is about to announce his earnings.

An old colleague said that in the 2011, aging thought he was God, said is "How I want to", this year to return to "people", said all is "what the customer needs to do."