Old children's clothing electric dealer "green box" just went through a history of the most painful adjustment

Absrtact: The outside world does not realize, the old children's clothing electric business green box has just undergone a history of the most painful adjustment. Almost like all Internet brands that are on the rise of electric dealers, the green box, which is known for its children's wear design before and after 2010, has been invested.

The outside world did not realize that the old children's clothing electric dealer "green box" just experienced a history of the most painful adjustment.

Like all Internet brands that have been on the rise of electric dealers, the green box, which is known for its children's wear design before and after 2010, has had an unprecedented expansion. For the Internet brands of that period, the rapid growth of the normal but 2012 years after the fast encounter cold, they have a common cold like the same characteristics: crazy recruit, inventory backlog, too dependent on advertising-driven ...

In the male-dominated circle, the green Box founder MS is a rare woman, saying she is not a pushy person. 2011 a year, when saw the Shanghai subway is full of green box propaganda, is her heart is the most no bottom of the time. But it's hard to stay sober, and from 2008 to 2011 it was the hottest three years of electric business, and everyone was convinced that their business model was a fast-growing business. But did not think that 2012 years later, blindly seeking fast they encounter an unprecedented blow, some of these electrical goods card therefore can not climb up.

Entrepreneurial setbacks like love in the lovelorn, the pain sometimes others can not see, but for the parties have been fatal. Green box in 2011-2012 years is the business adjustment period, the company inside everyone insecure, the future is full of panic, even once someone persuaded Ms to give up.

"It's very painful to tell the truth every day." Someone said to me, you do not go on, to my company set up an independent company to start again. It's a lot easier to get money. But what I've been feeling for so many years is that it's not easy to start a business. I was not good luck to the explosion of people, can go to the last spell is willful. "Some people may look for reasons to retire, and she is a person who likes to be MS," he said.

In the evaluation of the green box can still go down, Ms Teeth adhere to a year to see the dawn, in this year green box to do subtraction, in fine operation and to build the core competitiveness of spare no effort. "2012 A lot of people in the middle of the year asked me to insist, to the end of no one asked me this question, to the 2013-year virtuous cycle began, the good atmosphere and back." Ms said, because this setback she harvested a lot, fortunately the green box has not been killed, but also ready to start with a new starting point.

Evergreen Enterprise is not a escape from the past, a future look back to see the catastrophe is just a field experience. Green Box 2014 Year-on-year 2013 business growth of 40%, profit growth of 100%, and began the O2O layout. How did the little crazy green box get out of the trough after 2010 years? What do you think? What's different about planning for the future? Billion power network and Ms Deep communication and summed up her 10 points of personal feelings.

MS: founder of green Box series brand. The green box officially entered the line in 2008, before the line chain brand. 2010 received 12 million U.S. dollars investment, 211 years hand Disney, and Taobao double 11 in the children's clothing category of sales ranked first. Now the green box has grown into a children's wear brand management company, the store has its own brand and international big-name, and is trying to line up the joint sales.

The following is an interview with the founder of Ms Power Network and green box (in order to present content more simple, so that the first person to restore the party statement)

1, complete understanding once fatal madness

It's not easy, it's finally come back today, the past road has been curved. Some time ago to sum up the madness of the past, there are many colleagues so feeling today return.

The green box in 2008 from the chain to do electric dealers, is catching up with the best time for the electricity business opportunities, 2009 to 2010 Annual growth, the end of the investment in 2010, 2011 Year-on-year growth of four times times a year. This kind of thermal environment is difficult to make rational, many electric traders feel that they can do anything, make mistakes are extremely similar, blindly recruit, large area of advertising, outside looking at the scenery Unlimited, the interior is not really ready for growth. That crazy after the pain is how to come over, I believe that many people are very personal feelings.

Looking back, in fact, at that time, the electrical business development quickly, which is their own good ah, but no one to compete. To sum up, the green box in the 2011 by leaps and bounds is irrational.

But is 2011 years of madness completely a bad thing? Not necessarily, once in the company, when all my colleagues agreed that 2011 was a big mistake, one expert in the industry said coldly-if you don't get there fast, you can't make it today. Because you have a rapid growth, so now everyone knows that the green box in the children's clothing field is the largest, to attract the best people to join, only the follow-up story.

This gives me another level of thinking, but it does not mean that the mistakes I made were right, that the mistakes of the past did not kill us, and that we could go on. This is a good thing to be thankful for, because some electric dealers have dropped out of the public eye.

2. Assess the capital to start again

In the 2011, when the Shanghai subway was full of green box ads, it was actually the last time in my heart, because the green box itself could not support such a blind expansion.

So by the time of 2012 years of crisis, everyone inside the company is insecure, the future is full of panic, people leave every day, it is very painful to tell the truth. At this time many people said to me, you do not carry on, to my company set up an independent company to start again. It's a lot easier to get money. But what I've been feeling for so many years is that it's not easy to start a business. I was not good luck to the explosion of people, can go to the last spell is willful. Once I do offline chain when the mortgage house, a reporter said to help me dispel the rumor, I told him it is true, there is no shame, in the future may have to mortgage once. Some people like to give themselves a variety of reasons to go back, and I am a person who likes to die, also do not take the pressure seriously.

I did not mean to say that everyone must die, in fact, 2012 I did not blindly insist, then sat down and the team had a meeting, if the Green box mode problem, it is rational to give up. If the green box mode is not a problem, and the advantage of product development is still in, the present difficulty is only because of the problem of strategy, then we still do together, opportunities are still there.

Clear the direction is not so difficult, 2012 many people in the middle of the year asked me to insist on, to the end of no one asked me this question, to the 2013-year virtuous cycle began, the good atmosphere came back.

3. You lose by looking at the surface.

You will be confused when you can't see the direction.

In 2012, we were mending the house on a rainy day. Although the situation was much better in 2013, everyone was struggling to adjust and didn't have time to think about many problems. For example, what is sustainable development? What resources must the development goals match? We want to do the children's clothing industry's largest brand? Or the best brand? How to define the biggest and best? From the scale or from the profit? These are the problems that have not sunk our minds, and we have had time to think about it in 2014 years.

One year a hot spot, one year crazy, sometimes is the electric business, sometimes wireless, see more will not blind, these hotspots and you have what relationship? Think clearly to gain, just look at the surface you lose. Including now some people talk about blind expansion, if other people's resources can support the expansion, aloft high dozen is understandable, if it is all the way off things will certainly go wrong.