Every guest's "millet" this bowl of porridge from the beginning is wrong

Standard parts production or the ultimate single goods can not give every guest to bring more Word-of-mouth, where the "millet" may not imagine so good to drink. The reason is very simple, clothing is not electronic products, apple and millet on the tried and true hunger marketing, for the actual role of the customer is not small.

Wen/Zhang Shule

Published in the "Sales and Marketing" magazine Management edition 2014 07

From March onwards, once the "Internet fast fashion brand" leader, was laid off, the backlog and profitability problems plagued by the people who began to transform. In Van Sir Online, March 13 15 o'clock, 80 shirts (vDP80) for the first sale, 19,353 sold out in 21 minutes 47 seconds, April 2 15 o'clock, the top 300 Awatti cotton long-sleeved shirts for the first time, sold out in 5 minutes. In the industry's view, every customer has begun to "millet", and began to use similar limited to the millet rush and social marketing, to save their own.

"Millet" porridge not good to drink

"Orange-born Huainan is Orange, was born in Huaibei," for all the guests of this "millet" marketing initiatives, did not hear how much applause, the reason is very simple, clothing is not electronic products, in Apple and millet on the tried and true hunger marketing, for the actual role of a small customer.

Where the customer in the marketing transformation, relying on the "branch" this is not familiar to consumers of the textile industry-specific terminology. is mainly used to measure the thickness of the fabric, in general, the higher the number of yarn, the finer, weaving the more soft and comfortable cloth. The number of regular shirts is usually between 20 and 40, over 40, which is a high shirt. Visible, where the customer is undoubtedly in accordance with the idea of the ultimate quality, but the price of a single product is not high, 80 shirts for 129 yuan, and "only luxury to dare to use" The price of 300 shirts is only 499 yuan.

High quality and low price is used to carry out the core content of hunger marketing, but for consumers, even the same group of people, in the technology of the kind of geek pursuit, but will not be reflected in the clothing products. Generally speaking, different from the electronic products of the ultimate pursuit of hardware, the consumer of the clothing material is not particularly obvious requirements, if there is, it is more inclined to master design or special style so biased to the perceptual choice. The desire to quantify the quality of clothing by similar electronic products is far too advanced.

And in this consumption concept of the difference, where the customer transformation "Millet" the first show, at best is a marketing campaign, rather than a conventional platform operation mode. As Huang Jo, the investment partner of Warburg Hua, said: "Millet is a high unit price products, several products can drive hundreds of millions of of 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. ”

Obviously, the "millet" of every guest is not so simple as imitating the marketing of hunger. According to media reports, there are anecdotal rumors that after 60 hours with Lei after a long talk, since September 2013, aging began to revolve around the millet "seven Words"-"focus, Ultimate, Word-of-mouth, fast", from the organizational structure, personnel optimization and product portfolio of three aspects of the transformation of every guest. Reduce the original 19 categories to include T-shirts, shirts, trousers, canvas shoes, ultra-thin down jacket, polo shirts and other seven or eight categories, and focus on these core categories.

"Millet" is the core of this, or fall in the "seven word tactic" on the first two words-focus. This is the key to the success of the year, is also where the customer in recent years lost character, in fact, there is no so-called "millet", where the customer is only in the back to do vertical electrical business feeling.

Into the extreme of every customer sincerity goods

At the beginning of the 2007, where customers from the original "reader" on the ads, do men's shirts, polo shirts Two major categories dozens of, and then accompanied by the explosion of E-commerce growth, rapid expansion of the front, once developed to 19 categories, more than 10,000 employees, and even have their own express company.

Rapid product line expansion, and can not meet every guest mister Old Ambition, at the peak of the time, born in the network of excellence aged, began to dream in accordance with the model of Dangdang, from the vertical electric trader to the platform, is said to be only last May in Shanghai, an investment, for every guest recruit more than 500 merchants settled.

Every customer's energy can not take into account such a huge stall, especially the own brand and the brand of the homogenization of the competition, even more let the dream of the platform of every customer become fragmented.

Excessive expansion of the end of 2011, where the inventory reached 1.445 billion yuan, the total loss of nearly 600 million yuan, and the beginning of the 10 billion yuan sales target of only 3.8 billion yuan. And in 2012 to 2013, where the status of the river's lake has disappeared, only the goods will be a number of new sharp already more than before, people's policy is very simple-do channels, do special selling, is enough.

The cause of this dilemma, on the one hand, and the time of the electric quotient of the whole industry and the crazy, on the other hand, and where the customer's own corporate culture, the same is the pursuit of the ultimate, but where customers from the pursuit of the ultimate product, slipped to the pursuit of the ultimate platform to maximize The results of flooding in each platform open shop products, the end of every customer by the pursuit of the ultimate product to win the reputation, but also completely blurred every customer in the eyes of consumers image!

What do customers come here for? In the initial, is to buy both cheap and high quality men's shirts, and now, seems to be too many types, no choice, there is no good choice, after all, the cat, when, excellent and on the east of Beijing are also on sale.

The ultimate expansion, so that every guest's money soon burned out. In 2013, the low tide of electricity, the overall downturn in the apparel industry, coupled with the customer's own sales do not go, inventory pressure, the increase in the proportion of the supplier's Commission, on behalf of the factory payment arrears and so on a series of contradictions began to intensify at the end of that year.

From Lei to make an billion investment, rather than "millet" the beginning, rather than the old investors in order to ensure that their investment is not wasted, and carried out to save every guest action.

However, does the guest really find the north?

Platform or branding?

The future of every customer marketing model is not complicated. In the platform of repeatedly frustrated every guest, must return to branding. The ultimate single product is a pioneer, but also a import flow of the perfect marketing portal, the flow of imports to release to the other seven or eight categories of their own products, resulting in benefits, of course, will release inventory. Then, every guest will start to return to the platform. "Today's great strides forward, is to make great strides tomorrow," the film "Fronts" in this classic line, in fact, may be the future development strategy for the guests.

But the question is, just the quality of the pursuit of the ultimate single product marketing strategy, this red flag can fly how long? "The best white shirt" may be able to zero inventory, but it is only a shirt, the lack of personality of the products will not be fully sold out.

This is the millet model can not teach aged and every guest. After all, the emphasis on the standardization of production of electronic products, the difference is presented in the hardware, and the difference in clothing is designed. The root of the matter can even fall back to the "where the object" is proud of the guests.

"I am very special", "I am not the same as others", "I am only on behalf of myself", "I am a Guest", this series of the red of all the objects of the word, from the bones revealed is the individuality of publicity, which is the success of the people of the Foundation. However, where the object of the content, in every customer-prudential platform on the increasingly weak, and in many consumers heart, where the customer is only a cheap, good quality clothing brand, but the unique design and publicity of the personality is not obvious.

The gap between advertising and the actual, has been affecting the public's impression of visitors. Instead, many small and medium electric business (not only clothing) but become "where the object" pointed out the concept of personality practitioners, such as crack silk, yin, Han are clothes, Royal mud square, three squirrels and other Amoy brand, and successfully completed in the hearts of consumers brand personality positioning, to achieve the rise. The opposite view every guest, then by oneself of successful marketing secretly drag.

The future of every guest, it seems still not enough personalized, at least in its transformation first show, still take standard parts of the old way of production, unless said that its reference to the French shirt without pocket design is also considered personality. Such a single product extreme or shrink products line, can not give every customer to bring more word-of-mouth, at least in its target consumer groups are generally affixed to the era of personalized labeling.

"Millet" every customer in the beginning of the wrong formula, or at least to adapt to local conditions, appropriate flexibility, rather than to the current hardware model. Consumers in the Word-of-mouth communication, not to let everyone look at the style, but the introduction said: My shirt quad-core drive, memory 32G, with no line by ... "in the sales and Marketing magazine Management edition of 2014 07, the author Zhang Shule, reproduced please indicate the source." 】