Van Reform: Return to small companies focus shirts

Absrtact: 798 of the Arts and culture of small fresh venues, no stars did not walk show no guests, the only speaker wearing black T jeans canvas shoes, told the audience feelings. The protagonist of this pirated millet conference is different from the media clarification that was forced to confront a year ago

798 of the arts and culture of small fresh venues, no stars did not walk the show no guests, the only speaker wearing black T jeans canvas shoes, told the audience feelings. This pirated Millet conference protagonist, and a year ago was forced to face the media to clarify the rumors of different, where the founder of the old initiative to carry the reflection of the "extreme single goods" shirt debut, began a trip to the return of visitors.

The Board of directors drives every guest to lose weight

Aging affected by LEI far-reaching. June 2013 is the most difficult time, the deep capital break and layoffs rumors, look at every guest day than day, Lei sit live. In an old wine bureau, Lei asked: "We are still not brothers?" Is the brother to say that understand, where the customer product is not good, where the attitude of the customer treatment products. ”

"Frankly, I was very angry that day. He said in yesterday's speech, "because you lei niu, the millet made 300多个亿 dollar valuation, any guest so famous, at least 50, 6 billion dollar valuation of the company." "Old subtext is, every customer is also a big company, how can product not."

2 months later Lei and other directors to look at products, at the end of September is 2013 autumn and winter new shelves, the office hangs everywhere are new products, probably accounted for hundreds of racks. Lei did not look at the old prepared PPT, but spent two hours studying the clothes on these hangers, and then said a word to old: "I see Not a brand shop, but a department store market." ”

This is the state of every guest at that time, even if aging has been rethinking the category too much, slashing the category of clear inventory, in the millet thinking of the lei, hundreds of racks still means not focus.

The Board decided to start a more aggressive push for change. Not long after the visit, the Board of directors found every guest management team sit down to talk, the core question is whether to do a good shirt. This problem is at that time and the customer team is not understand: Every customer has been sold in the history of 1000多万件 shirts, creating more than 1 billion of sales, what is called "can do a good shirt"?

Under the influence of the millet strategy, it took 3 months to realize how hard it was to make a shirt, and to do it well, it took a year. Of course, before the focus, every customer needs more thorough "slimming."

Now every guest in old words is a "small company", from the top 13,000 employees to now add warehouse warehouse total of more than 600 people, from the highest 190,000 SKU, 50 channels reduced to add color size, including 200-300 SKU. It was not just the size of the company, but also the marketing he was best at.

From where customers hatch out of the express, such as wind Tatsu, was once the benchmark of the electric business Industry Express, last year, such as wind up from where the asset stripping, this June sold to the Highway Express company Tiandi Huayu Group, as an independent brand operation.

Old talk about such as wind up some guilt, he thought, such as wind Tatsu is a very good company, in the express industry gradually decline reason not from itself, but by every guest drag. In particular, such as wind Tatsu as a courier companies need to set up more sites, but where customers shrink the process of a large number of closed sites, so as the wind Tatsu vitality big injury. "The sale is really as good as the wind." ”

The past year, aging also gave up, but also once created a star effect of "where the object" marketing. "What do you do now?" "The past year, after the end of 2007, has returned to the forefront of the product," he said. The most important thing is to make a perfect single product right now.

"We are going to be struck by thunder if we don't do things properly." "he said.

Can the ultimate strategy work?

In the past interview, the electrical quotient of old always love to talk about mode talk about growth, in every guest most crisis of those years, aged like to talk about reflection. Today's older people prefer to talk about products, not only the whole press conference on a shirt, and media communication, will take off the canvas shoes for everyone to show, and explain how to make shoes comfortable technical principles.

"I stand here today and let bygones be bygones." "Even though he didn't want to mention the hardest day but he is always reminding himself of why customers decline: Blind expansion of the category, the company formed a large company disease, bloated, backlog of large inventories, excessive attention to the flow of economy and advertising, as well as the core problem of user churn" quality can not be guaranteed. "

Old think that every customer used a very fast speed, absorbing the current Chinese brand all the errors, only to do the "fast", "focus" and "extreme" talk is not, this is not a brand should do things.

Return to the product of aging, become the company's product chief experience officer. In order to make a pair of comfortable canvas shoes, aged even wearing canvas shoes on the treadmill running, almost to the "paranoid" Test status. In order to make the best shirts, the past year has gone two Vietnamese factories, two Japan, two Chongqing, and countless times in Ningbo, Shanghai.

Shirts are a category of the starting up of a customer, aged hope from where to fall from where to climb up. Of course there is a market gap, high-quality 300 shirts in the market price of more than 1000 yuan, and a white ironing shirt is a man's wardrobe basic.

In the process of aging research shirts, found that the original process is completely unable to meet the new product, he invited Mr. Kimura's team in Japan. This is a once to help Uniqlo out of the plight of the team: gifted Uniqlo because of blind expansion, committed with the same as the wrong people, Kimura help Uniqlo to reverse the situation of the strategy, is to reduce the store, the introduction of a focus of the single product.

Every guest this piece is playing "300" high quality shirts, single piece cost is 2-3 times higher than in the past, the price is only 129 yuan, compared with similar section of 1000 yuan above the market price is too much. Aged revealed this price is also and Lei repeatedly discussed, Lei always think gross margin is a pseudo proposition, and products to achieve the ultimate is the most important.

But doing mobile phones is not the same as making clothes. The millet hardware may not be profitable, but its constructed ecological chain has left a value-added space. Continue to maintain the "pro-people" cost-effective single goods, where the premium space brand?

The old man admits he has not thought so much at the moment, but he is studying how to make a pair of most comfortable canvas shoes after a shirt, or how to make the most cost-effective T-shirts.

Every guest investor, soft silver race rich partner sheep East thinks, the present China biggest problem is lacks the national brand, but every guest's mistake and the big environment has the relation, is the industry collective misjudgment, everybody ignores the most basic reason. "The richest man in Japan and Europe is the one who makes clothes, and the investors are patient enough to wait," he said. ”

Many executives of electric companies believe that all customers have missed the best period of development, now the competition in the electrical goods licensing industry has become more intense. Can customers win back the trust of users? How to avoid the expansion brought about by the rapid growth? How to build a business model under low gross profit margin? These are the problems that will continue to be the subject of development, and the answer may take 10 years or longer.