Every guest several times hovering cliff edge, where the customer quality of the next to go

300 Shirts a guest is considered an important product after "millet" at present, has not officially listed, and the old side began to vigorously put into the product of the emergency clothing, but unfortunately he dressed in the emergency clothing by the heavy rain in the photos did not win the number of tweets forwarded, but also attracted a lot of questions, An analyst with CITIC Industry Investment Fund Management Co., Ltd. instead asked the old man, " is the key point of the emergency clothing is to prevent rain"?

However, in all these years, it is not the biggest challenge to anyone claiming to create the ultimate product, and claims to do the ultimate in the parameters of the "300 shirts" also in the previous round of publicity, although many of the followers are through the first time to understand the "count" of the concept, But they soon discovered that, in the nutshell and in the knowledge, almost all apparel industry people agree that this gimmick is actually not practical.

Can the "Acme of a single product" be able to change the number of times a hovers around a cliff? At present, there is no answer, can only say that is known, in the focus on "mouse + cement" of the electric business industry, where customers are now in the warehousing and logistics investment is actually shrinking.

No. No. 885, Xue Road, Songjiang, Shanghai, China is still in any Sir online listed as Shanghai Warehouse, but today the factory card has become a "TOLL", still frequent traffic trucks trying to show that it has not been abandoned, but has been easy to master. A nearby merchant told Tencent Technology, "every guest has moved away."

For residents in the vicinity, the memory of every warehouse is not long, in this year's January 20 to 22nd, here also held a mammoth warehouse special sale, a white-collar lady told Tencent Technology, the scene was very spectacular, clothing between 10 to 20 yuan, Her own purchase of the suitcase only cost 60 yuan.

This is different from the outside world, in countless media reports, all the guests in 2013 has been through a year of time to clean up the problems of their long inventory. Shortly after the sale, the guest withdrew from the road.

Clearly, the company, which is adept at summarizing lessons and lessons in the media, has a lot of secrets, and the shrinking of its logistics system is one of them, as inventories are still being cleaned up.

According to such as the wind reached inside the news, now where the guests only rented Beijing, Shanghai and Guangzhou Three warehouses, this is one of the reasons for the slow delivery speed, according to such as Wind Tatsu insiders revealed, such as the wind Tatsu distribution resources have turned to millet mobile phones, where the customer is not the core business.

Despite the government's insistence on Tencent technology that all warehouses are proprietary, but also admits, "North to the broad layout of the storage center is also the current domestic electricity industry, the storage layout of the way", which means that the warehouse layout of every customer has been 2013 years in the 6 warehouses again shrunk by half, this is not a move is not known to the Shanghai Warehouse.

Some people in the industry believe that customers now only focus on the product end of the practice is to fight for their own sales opportunities, the latest round of financing is also prepared for this purpose. There are also anonymous investors who responded by saying that if we focus on quality, it's still possible for turnaround to get back on track.

But Huang Jo, a partner in Warburg Pincus, said that the millet is a high unit price products, several products can drive hundreds of millions of of the sales, where customers are low unit price products, you can do the explosion, but can not rely on several products to drive the same market value.

The bigger worry is that the garment industry itself, a number of people in the garment industry, Anonymous said, because every customer was crazy expansion, there are a group of small and medium-sized clothing on behalf of the factory arrears after the bankruptcy. Today's customers in the generation of factory circle has already lost credibility, in order priority and billing issues, where the customer even less than part of the second-line Amoy brand.

Although every guest CEO is still keen on his own good marketing work, but more and more signs that customers have been unable to recover lost ground by conventional means.

Will the guests be sold?

Every guest official refuses to answer the question.

Total Contraction and sequelae

Where the customer's inventory problem is in 2012, where the customer submitted to the listing materials were found, according to relevant materials, as at September 30, 2011, where the customer inventory reached 1.445 billion yuan, almost half of its 2011 sales.

Over the next year, where the customer began the difficult to clean up the inventory process, in the media reports, the liquidation of the inventory is an active return of aging, "he abandoned home appliances, digital, department stores and other" attractive "high margin industry, back to their own starting point-clothing industry.

In 2013 years, where the guests announced, "after this service, where the customer received nearly 1 billion funds, inventory turnaround period has also fallen to 30 days ...".

But the fact is not so optimistic, from January 20, 2014 to 22nd, zero inventory of the Songjiang in Shanghai, the warehouse held a grand special sale, 10 yuan or 20 yuan of clothing such as mountain accumulation, the official website has disappeared bags and other products also appear again.

After the sale, the once van was abolished at the most important warehouse in Shanghai, but it was unclear whether Shanghai had restarted its new warehouse. A number of people such as the wind Tatsu distribution system staff to the Tencent Technology confirmed that all customers now only Beijing, Shanghai and Guangzhou three warehouses, and all for hire.

Although every guest official insists that all warehouses are proprietary, but also admits, "North to the broad layout of the storage center is also the current domestic electricity industry, warehousing layout mode", according to media reports in 2013, where guests have already cut 28 warehouse center layout to only 6, So now the warehouse number of customers has shrunk by half.

The direct result of the warehouse reduction is the variation of the logistics system, in micro-blog or Baidu Bar, almost every day there are consumers in the complaints about the delivery speed, according to the initial statistics of Tencent Science and technology, where customers in many areas of distribution time has exceeded 5 days.

One of the employees disclosed that, such as the wind Tatsu independent operation, the distribution power will give priority to tilt millet related products, and then the remainder of the human use for every guest, this is where the customer logistics and distribution work to do the main reason for the poor.

The industry dilemma behind the transformation

In the ongoing "millet" experiment for 2014 years of the theme, but really can the consumer electronics field play to the clothing industry? Oriental Securities Apparel analysts to Tencent technology, do not rule out the unknown, but in fact there is no relatively mature or large-scale cases.

In fact, on the parameters of the ultimate "300 shirts" in the previous round of publicity by the shell and the knowledge of professionals to refer to as a gimmick, not practical. The analyst also pointed out that shirts generally do not use such high technology. Normal on about 80, one but do 300 thin, the average person will feel very thin, not too used.

In addition to copying the "millet-style" marketing has been questioned by the industry, where the biggest problem is the domestic apparel industry to the company's distrust.

October 2013, where guests in Beijing's headquarters from the second ring road in Beijing from the city of Yong-you moved to also Zhuang Development Zone, the Third Street 3rd, just moved to this 15-storey small building soon after, experienced a supplier to collect debt collection crisis.

According to people familiar with the story, the impact of the very large supplier collection and the participation of all guests, in the knowledge of the 6 anniversary of the company's participation in the news, a number of long-term arrears of payment of suppliers will be aged in every guest companies.

The incident was quickly wiped out and the participants were no longer interviewed by the media after solving the problem. However, according to Tencent Science and technology, there are still some suppliers of arrears problem has not been resolved.

One respondent said that if the situation continues to expand, then every customer once the fall, the arrears really become unable to recover the "dead", so some dealers continue to deal with the customers at the same time, chose to "silence" to the media.

In fact, this batch of brand clothing supplier is not the only one with the company in the clothing industry chain, where customers in the domestic garment industry in the reputation is not high.

According to people familiar with the situation, in the frenzied expansion of the fan stage (2011-2012), a large number of generations of factories through the acquisition of the huge orders, but in every customer inventory backlog problem, where the customer took the goods or will be returned to the factory clothing means, which for many small and medium-sized factories is a fatal blow, Even more than one generation of factories thus closed down.

This makes every guest in the Chinese clothing industry's credibility to the freezing point, in every customer halo, this once let many generations of factories as the wealth of the company has been difficult to obtain a first-line generation of factory cooperation, in order priority and account period and other issues, where the customer even less than part of the second line Amoy brand.

Huang Jo to this comment, and Amoy brand 30 days or so, and can be on time to return the paragraph, where the account of more long, even no way on time, so every guest on behalf of the factory is not as attractive as Amoy brand.

"It's hard to get as much of a say in the factory industry as it used to be," said the person familiar with the matter.

Millet or seeking to sell

Earlier this year, Van Gogh announced that it had received a lei (Weibo)-funded G-round financing that amounted to $100 million trillion. Unlike in the past, this investment is clearly a rescue for investors. From the list of investment, IDG, joint venture sources, its, qiming, Temasek, Citic, and all the shareholders of these customers are involved in this round of investment.

Founded in 2007, every guest, because of its brand marketing has created "where the object" such a hot event, once was regarded as a millet teacher. But now the role of both sides is changing. Insiders told Tencent technology, Lei in the round of investment in the Fank put forward a number of requirements, of which the use of funds is the most stringent, or even limit the amount used to repay the previous arrears.

This claim has been the official denial of every guest, where the official said, a new round of financing after the guests can be free to dominate, the use of the funds are mainly in accordance with the development of the enterprise's own requirements.

Objectively speaking, where the customer is currently promoting the 300 shirts, is the product of their strategic adjustment products, but also the aging to Lei learning a key step.

In the promotion of this product, where customers try to replicate the millet marketing model to promote, speaking of Xinjiang Awati production of Cotton, and the Solomon Islands of seawater shell buttons, and other parameters and professional nouns are enumerated. In addition, find "enthusiasts" forwarding, keep the product mystique, as well as through the "upcoming shelves" of long-term advertising to attract consumer attention, this series of tricks like the operation of Millet mobile phone when the appearance.

What's more, every guest uses its consistently "powerful" writer corps to produce the secret of luxury: LV and every guest using the same production workshop. But according to a clothing analyst at Orient Securities, there are indeed popular brands and luxury brands, because suppliers are in Southeast Asia and China, but the requirements and source details are not the same.

Relying on a series of manipulations that resemble millet, the new shirt, which has a surprising price for money, has received renewed attention, but the industry has questioned this, because electronic products follow Moore's Law, in millet after a certain period of time, can always rely on the upstream supply chain to achieve profits, and the clothing industry does not have similar cases.

Senior people in the garment industry believe that many of the movements are now in the fight for their own sales opportunities, the latest round of financing is also prepared for this purpose.

To this question, every guest official refuses to respond.

A routine review of aging

A former guest employee claims that his former boss is more of a scholar than a businessman. He believes that the literati age in the marketing advantage is far higher than many clothing electric commodity cards, but the management of the shortcomings of the company is expected to become legendary companies increasingly dangerous.

It's hard to imagine an internet gene company that can rethink in years every guest has done, from 2011 to 2013, aged has repeated three times to all the guests to reflect, from the expansion of too much inventory too, to management out of control, and then to vanity, aging reflection has become the annual regular program.

But in these three years, every guest has repeatedly made countless disappointments, as early as 2012, where guests have mentioned the return of brand strategy, but with the March 2013 to help Li Ning successfully digest inventory, aging and decided to learn only products will do special selling platform, help Li Ning and other traditional garment Enterprises Digest inventory, in such a repeated decision, Aging wasted the opportunity to enter the brand building early.

Similar examples abound, with a media person who has been tracking interviews with people for years, saying that almost every aging reflection can hit the point, but in the end these reflections did not solve any known problems, but instead became the beginning of a new round of propaganda.

Will aging continue to reflect on 2014?