Lei 100 million dollars to save the aged every guest can start again

Tencent Science and Technology Lei Jianping February 12 reported that the Fast Company every once again get financing, the total amount of more than 100 million U.S. dollars, this round of financing by the Millet Chairman and CEO Lei (Micro Bo), IDG, joint venture source, its, qiming, Temasek, Citic, De Tong and other shareholders are involved. Where the CEO of aging (Micro-bo) in the press release, said the new round of financing success, show that the industry to all customers, the Internet clothing brand has firm confidence, but also to Fank 2014 return to beginner, focus on product strategy affirmation. This is clearly not the whole truth. Just a few months ago, every guest is still in a precarious state: The company has just moved to the village, with as many as 20% layoffs, aging also trapped in the Supplier debt collection storm. Compared with the former six financing, this round of loss of a lot of glory, more like a fan of investors in the kidnapping and investors to the helpless plight of customers. A guest investor to Tencent Technology frankly, where customers encounter some financial problems, if not saved, the former investment may be wasted, investors are willing to save, but also in every customer now follow the millet model, brand, there are opportunities. In fact, no new investors have been introduced into the seventh round of financing. People familiar with the situation said that, where the two years of development setbacks, there are still large PE to seek a stake, if the customer has been financing 6 rounds, the total amount of 422 million U.S. dollars, 2011 when the value of 5 billion U.S. dollars, to introduce new investors, where the value of customers face a serious shrinkage, the original shares This round of financing lei is a misfortune to see the truth. An investor to Tencent Technology, Lei early and old together to do excellence, and sell it to Amazon, get the first bucket of gold, lei very grateful for the friendship. Originally also lei find old do every guest, Lei and old also division friends, Lei once in an investor meeting commitment, to help aging tide over the difficulties. In the end, all investors agree to reinvest in shares. Every guest investor, soft silver race rich investment fund partner Sheep east to Tencent Technology, said this round of financing the most important significance is to restore staff, suppliers and users of the confidence of the visitors. Announce financing to employees and suppliers fight chicken blood before the Spring Festival, an article called "Unfortunately not You" is widely circulated in the circle of friends. A former guest employee will be in the past few years in every bit of visitors and colleagues of the pictures in the form of pictures in the article show, not only reflects the staff of the deep attachment to every guest, but also revealed to leave every guest, discerning people can see, the article implied the following sentence: Every guest did not accompany me to the end. The article in every guest before staff and staff in the cause of feelings, many people recall the age led to 11 to the warehouse to clean up the inventory, Fank to open the Games, hold annual meeting and so on. These employees experience every guest from the scenery to adjust to the trough of time, to every guest have affectionate. A former senior executive told Tencent Science and technology that we were given more than we give to every guest. According to incomplete statistics, in the past year at least 30% employees from every guest left, is very important reason for the continuous strategic swing, causing layoffs, adjustments, especially last year moved to also Zhuang and the resulting supplier debt collection turmoil also affect staff confidence, we are not worried about where the guestsWhen it can be listed, but how long can the guests, confidence is not enough to cause some people to leave. Where the customer to the Millet study also has the price, has had the 19 big category every customer finally to establish the T-shirt, the shirt, the trousers, the canvas shoes, the ultra light down jacket, polo shirt and so on limited seven or eight categories, where the customer also drastically cuts the SKU. Each division is responsible for production, marketing, procurement, after only responsible for product development, the authority to reduce significantly, not so many people, also led to the departure of personnel. A former guest employee to Tencent Technology, this time won the LEI 100 million U.S. dollars for the Fank is very good for the company, so after many adjustments to the storm and the adjustment of the staff to stay in the heart of comfort, help all the guests stabilize the morale. In another sense, the new financing can make every guest product design, raw material selection, factory production and other production and supply chain efficiency and quality control of the strong guarantee. It is clear that the reduction of categories and SKUs by customers will result in a sharp reduction in their purchases and a sharp decline in the voice of suppliers and factories, particularly in factories. A visitor to Tencent Technology pointed out that where the customer is on the rise, there are a large number of orders each year, suppliers and factories will not be on every customer Yahuo and arrears of money spit slot, but when the customer reduction SKU, order volume significantly reduced, want to before the price is basically impossible, for every customer confidence is insufficient, Lead to suppliers and factories to the customer's tangle to continue to supply. Do not continue to supply worry about where customers Yahuo and arrears of original payment, continue to supply and worry about the day of the goods. These people said that the financing to the account, we do not have these concerns, but the decline in the right to speak also led to the rise in the cost of goods. Recovery puzzle products are labeled Dick Silk label Once Upon a time, young people used to buy products on the internet, in Beijing, the streets and alleys, clothing is a fashion. Nowadays, few young people come out wearing clothes with a label. Every guest product has been put on the Cock silk label. When the customer established 29-yuan T-shirts and 59-yuan canvas shoes such as supporting performance Star products, and the introduction of comprehensive freight, 24-hour delivery, 30 days without reason for replacement and cut freight by the customer commitment and other initiatives. Now, these measures to help every guest in 2010 and 2011 Take-off, but also left a clear hangover--pull down the taste of every guest products. Tencent Technology has asked age, Low-cost strategy is today where guests encounter the plight of the disaster, in this, aging still affirmed the value of Low-cost strategy. A former fan of the middle also pointed out that low-cost products, although not to make money, but to help customers seize the market, access to a lot of new users. Where the customer is to market share subsidies to the products and consumers, but also a suitable trading. Feedback from others is different. Easy to use car CEO Zhou Ai to Tencent Technology, where the guests to make their own differences, there are more users, the product is cheaper, from 99 to 69 to 49 to 29, the price is not too good product quality. Zhou Ai said, the original many company colleagues to buy customers products, I used to buy, we do not think that wear every guest embarrassed, but now at least you will not wear every guest is proud, I would like to take every guest this mark is suitable, this is more trouble。 A guest investor to Tencent Technology, the surrounding people have bought every guest, but often bought once, the second will not buy, where the biggest problem is, too much emphasis on brand category expansion, leading to the brand to dilute the quality of the product decline. Low prices are not just a problem for every guest. Last year, where customers will be from the Vancl own brand stores, into a collection of KAPPA, Tang Lions, Senma and many other third-party brands of supermarkets, resulting in product positioning deviation. Internet analyst Bo (micro Bo) on the blunt, where customers brand positioning increasingly blurred. Those who had been familiar with the past have become more and more distant. At present, every customer through a new round of financing undoubtedly eased the financial problems, but the reality is still grim. Those who have been accompanied by the growth of the young people have been a large increase in income, taste on the grade, where customers can keep pace with the growth of the user, or in the next step of the young people to find their own positioning and user groups, but also where the customer needs to think about the problem. Millet mode can save every guest once, every guest is a worthy star company, also created in all the objects, "I am a guest", "I want to live in full bloom of life" and other classic cases, but the guests in 2011 Waterloo: Every guest in the steep growth curve behind the dangerous symptoms through various rumors exposed: layoffs, inventory backlog serious up to billions , huge losses, senior executives leaving, suddenly, all the passengers out of control. This lesson has far-reaching impact, the entire 2012 and 2013 every guest is busy cleaning up inventory, even today, where there are still a small part of the goods have not been cleaned up, and these two years, where the customer's electric business has undergone earth-shaking changes. A fan investor told Tencent technology that both investors and management had been overly optimistic about the outlook for every guest, leading to a major setback in 2011-high inventories. The crisis really appeared in 2012 and 2013. It is the shadow of the high inventory, so that every guest management has been shaken to its own brand. In the first half of last year, every guest has tried to transition to the platform, but it is too late, finally ended up earning a yell, but also hurt and the survival of their own brands. The move was also met with strong interference from investors. In a series of board meetings, where customers fate, the way out was repeatedly seized, the final lei touched old, so old deeply feeling, decided not to sway, where the customer return to the brand. Last September, there was a classic conversation about Lei and aging on the Internet. The effect is, aged and lei drink. Bureau to Han, Lei suddenly asked, aging, we are not brothers. is a brother, to say that understand, where the customer product is not good, where the attitude of the customer treatment products. This is a great stimulus to aging, feel ashamed and resentful, decided to study the millet model. January 2014, where the introduction of the feather products are the first to pay tribute to the millet model. Every guest claims that two super high quality down is in the core quality data far exceed similar products, respectively, to 499 yuan and 999 yuan sales. In the front and back of the rounds of the special buy, the merchandise in 5 hours declared sold out, presenting a be of the situation. Every guest said that after nearly a year of preparation,2014 will slash product categories and styles, significantly improve quality, to do top single as the goal, this spring and summer has introduced a series of clothing, t-shirts, shirts, sweatpants and other high-quality single products. Aged to Tencent technology, said 2014 will return to beginner, focus on products as a core strategy, carefully manufacturing consumers screaming in high-end products. This is also the industry and consumers think is to the millet model of learning. For every guest this attempt investors can only hope. Former Qiming venture partner Donshau said, look again, millet play and before every guest play has the same place. Soft silver Race rich investment fund partner Sheep East also said that, where the customer has accumulated valuable experience over the past few years, Chinese consumers are more tolerant, now see whether customers can regain the favor of Chinese consumers. Now is also a good time to brand. Kongkong, the CEO of the network, said Tencent technology before the Chinese consumers just satisfied to eat enough to drink, now the upgrade, a lot of people have different needs, where the customer although the detour, but accumulated a lot of experience, as long as the adjustment is still a great opportunity, the biggest problem is that the competition in the field of clothing is very fierce, How customers can achieve brand breakthrough. Hou Xiaotian, CEO and chief analyst at T. H. Capital, said Millet can successfully have the objective reason, is to catch up with the historical period, the encounter of smart phone shipments and mobile internet explosion, clothing field brand, from the establishment to really understand the need for a long process, where the idea of the customer learning Millet model is very good, The key is how to truly implement and achieve success. Hou Xiaotian pointed out that for VC, of course, do not want to invest in stone, continue to adhere to invest in every customer, may still hope that customers can do business with the past is not the same, and then throw to the market, the final listing or other institutions are not known.