Every guest "a shirt", revealed millet temperament

Van yesterday's press release all revealed the Millet temperament: The invitation is a pinch of aksu cotton cardboard, the theme is "a shirt", the location of the election in 798.

The conference scene, aged wearing a black T-shirt, blue jeans, behind the big screen is a black backplane, white font ppt. He used one hours to introduce a shirt, from the material to the fabric, from the version to the color, until the "￥129" the huge font appeared, the scene applause rang, this temperament reached the climax.

"The past, let it go!" This is the last word of the old speech, the past year's frustrations, struggles, confusion, pain, to this painting a period, to learn from millet, restart business, become a new theme for the future.

From whole category to explosive product

Specifically for a product launch conference, which in the history of the guests have not. What's the best thing about a shirt? Cotton, fabrics, crafts, style, version, and even buttons, thread, aged on the podium like the introduction of mobile phone configuration as described in the 80 of all aspects of ironing shirts.

"Make sense", aged in the interview after the meeting repeatedly mentioned the word, he means that every detail of the shirt behind the design must be able to speak out. He took the millet analogy, "before millet, who can think of a mobile phone has so many stories to tell?"

Since 09, not much attention has been paid to the aging of products, spend most of the past year on this shirt, he traveled to various cities in China, as well as Japan, Vietnam, to understand the market, looking for suppliers, and found a 35-year shirt for the Japanese designer Gis, Uniqlo Brand Gu's founding team.

80-free hot shirts are aged as a guest to open the door key, although the cost is high, but the final price is set at 129 yuan, aging said: "With a cost-effective shirt to the user an account, to restore the user's heart, this is the best reason for the return of guests." ”

Millet "explosion of a single product" played by aging to the shirt, invited 1000 bank staff, civil servants, 4S stores and insurance employees, IT project men, teachers, grooms and hair stylist try on, September 1 on sale.

At the same time, the original 190,000 SKU (inventory unit) has been reduced to two hundred or three hundred, but also concentrated in shirts, jeans, canvas shoes, such as several categories.

From 13,000 people to 300 people

Where the customer is not only in the product category significantly reduced, the staff size is reduced from 13,000 to more than 300 people, plus warehousing, customer service is only five hundred or six hundred people.

Aging reflection, "every customer in a very short period of time in the big company disease, recruit come in a lot of people is useless, this is not the staff's fault, it is my fault, I was too impatient." ”

Old said, at that time the supplier to do the business of a good job, a mail came to the list, people are not seen. But this is not only the problem of the customer, is the Chinese clothing industry problem. "Every guest very quickly absorbed the clothing industry all the problems, forget the focus, the ultimate, only the pursuit of fast." ”

Marketing spending has also been cut off, "we used to focus on the flow of the economy, but I think it is wrong, so the elimination of all advertising." This is what health has to do. ”

At the end of June, where customers of the courier companies such as the Wind Tatsu was sold to the world Huayu, Aging explained behind the consideration: "such as the Wind Tatsu is an excellent courier company, but by the customers to drag, the sale is for the wind to achieve better development." ”

As for every guest's V mall, Aging said the future will tend to independent development.

From the end to the beginning

"Every guest has made a 1000多万件 shirt in history, creating more than 1 billion of sales." What do you mean, make a shirt? It took us 3 months to understand this sentence. "he said.

The shirt is a 2007-day product that has become a starting point for anyone to start a new business in 2014.

At the outset, every guest is ambitious to be in the electric business industry, and now, Aging said has escaped the electric quotient illusion, more than a year did not pay attention to the topic of the electricity business.

A life-changing fan is growing, and this time it has a new role model.