Vertical electric quotient is getting confused

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Vertical electric business has been sought after by the industry, and is now being questioned by the performance, the vertical electric business is where the way out? The fans of the party, the spectators are also fascinated. Amoy want to push their own brand products out of the dilemma, and every customer now want to embark on the road of clothing electric business platform. Yesterday, there are media reports that customers have started to sell Third-party clothing brand products, in fact, this is not news, as early as the February "Caijing" magazine on the explosion, from the beginning of this January v products have been all access to the customer. Every guest does this to make a lot of people surprised, what do you want to do?

Every guest keyword "Adjust" V to be abandoned?

Where guests spent 6 years, from 0 to achieve 6 billion of the turnover, creating a miracle in the garment industry, but the miracle behind is constant adjustment, from the brand, to the whole category, and then to the brand, and to the platform, the adjustment means that every customer is constantly looking for the direction of development.

The two years where the key words of the guest is undoubtedly "adjustment." 2011 in the adjustment of category structure and organizational structure, cut off those clothes that have been inflated and reshape the organization; 2012 in the adjustment of inventory and optimize the supply chain, clean up the inventory of funds, optimize the supply chain to focus on creating customers brand; At the beginning of 2013, all the guests began to adjust the company's development strategy.

When the early years of the year stressed that every guest will return to the rational, relying on fashion brand management, using inventory turnover efficiency to balance the scale and profit, pay attention to build brands rather than electric business platform, the industry has been recognized. This also means that every guest will focus on the brand rather than the electric business, aging has also begun to continue to say that every customer is the brand is not the electricity business. However, in the near future, the third party clothing brand has been on the sale of every customer, this is not caused by the question, what is aging in the end?

Caijing magazine has reported that: according to every guest insiders, since January this year, V products have been all access to the customer. Recently, some employees have been transferred to a new project group similar to the "only goods will" model, indicating that every guest may try to do a commodity flash purchase. Such practices are in order to make any passenger flow, but also the traditional mode of operation of the electric business.

V Chief Operating Officer Tri Xiaoxi once wrote an email asking aged: "If so, what is the value of the guest?" What is the value of V? is the guest still moving between Amazon mode and the proprietary brand model? Aging response said that every customer will be determined to do their own brand, V is only a profit supplement, "but it clearly make money, I do not spend energy, there is no need to maintain the purity of my model and give it up." Aging revealed that the V platform has been profitable for four consecutive months, making him very surprised.

Now, where the customer did the work of V, began to sell the third party brand clothing products, that V for every customer what is the value? Just for the flow of liquidity? In the current situation, where there is a conflict between the customer and the V, there is a conflict between the two brand strategy has been certified not line, Bowser and Gome integration, QQ Shopping and QQ Mall integration, that age is what?

V now has three kinds of predestination. The first is the disappearance of the brand, completely replaced by the visitors, but this possibility is relatively small, after all, v still have value; the second is the sale of transformational brands, as mentioned above V will focus on the flash business of the old conspiracy; the third is to pack and sell, V has a wealth of clothing brand operation experience, the V Independent out of the package sold to other integrated electric dealers can sell a good price for suning easy to buy, Gome, No. 1th stores have a certain temptation.

But it is estimated that the second possibility is greater, after all, V people are also the guests, selling the impact of the morale of every guest, closed and lost. Focus on doing clothing flash shopping is the best result, at the same time with an independent web site does not affect the normal sales customers, but also improve the flow of conversion.

Replenishment SKU? Flow change? Prepare for listing?

But even if customers want to do flash shopping, you can also set up a sub station, why to use the main station to sell Third-party products, v do flash shopping?

Analysis said that, where the customer last year focused on the inventory, the new line is relatively small, and where customers need to have new support, so a large number of online Third-party clothing brand products. However, this practice has a great impact on consumer perception, where the lack of new products to what extent will the use of this approach?

In addition, there may be a sudden flow of passengers, where the flow of passengers is far higher than V, flow capacity is also stronger than V, which has been in all customers on the sale of the brand commercial and Korean clothing to the affirmation. But financially, the old said the fourth quarter of last year to achieve profitability, cash flow is also very good. Why did the old age do this kind of thirst? The sale of other brands of clothing products will not only affect consumer awareness, but also the impact on their own business? Now that there is capital turnover, why should we rush to realize it?

Every guest not only want to do "Uniqlo +zara" also want to do hundred Li?

At the beginning of the year, where the signal to do "Uniqlo +zara", will focus on building two supply chain: the basic clothing production-oriented low-cost, large-scale supply chain, and a variety of small, fast fashion style apparel production-oriented rapid response supply chain.

There are two different modes of supply chain management, where customers are trying to form Uniqlo's +zara, but last year's architectural adjustment provided the possibility. Aging said, 12 business departments, such as 12 independent companies, each division has its own production centers and suppliers, pulling out different business unit operation of two supply chain can be, do not worry about the right hand to peer.

Do the platform to pay attention to scale, and do brand to pay attention to supply chain management. Control the supply chain is a good brand foundation, where customers have the ability to through the data center, the establishment of circular feedback mechanism, and consumption-oriented, to create a push-type supply chain management model, according to the data quota quantitative, maintain efficient inventory turnover, but also can try to C2B operation mode. This mode of supply chain management can be compared with Uniqlo, Zara and other mature clothing brands.

In the past, every guest with gifted Uniqlo as the imitation object, to produce a large number of basic clothing, and in January 21, where the female fashion channel online, which means that women's channel to learn is H&m, Zara and other international fast fashion brands: grasp the fashion, quick response, a small number of customers, the corresponding increase in the unit price.

Not only that, but also the belle of the garment industry. In brand building and supply chain management is to Uniqlo and Zara for reference, and in the brand and platform of the issue of integration to the hundred Li to learn. Belle of the model for the independent brand plus channel platform dual development, its own 10 independent brands, and agents more than 10 international big-name, such as Nike, Adidas, New hundred LUN.

The current situation and hundred Li also has a different, in the electric quotient platform level hundred Li is the integration of the excellent purchase, and excellent purchase from the date of birth is the platform, hundred Li as the mother of excellent purchase has a wealth of independent brand and agent brand, whether the first Amoy Show network or later integration of the excellent purchase, are platform genes. And now every customer is to convert the brand into a platform, where the customer is in the use of life to do imitation.

Where guests have experienced storms, I believe that their understanding of the brand is certainly higher than the author, in every guest website to sell other brand products to the damage to every customer brand, aging must be clear in the chest, the final brand and platform in the consumer mind will become nondescript. What was he thinking? Do you have any other tips? Ready to build more brands, where customers as a total platform? Finally, the formation of Belle mode?

Conclusion

At the beginning of the statement has been very clear that every guest to focus on the brand, and now aged and will make every guest into a platform, what is the age to do?

Finally comb the current situation of the guests, aged want to be a customer hit "platform + brand" mode, similar to Belle. At the platform level, "every guest" will be used as a clothing platform, "V" will be beaten to create clothing category Flash platform. At the brand level, where customers may launch more brands, including the initial acquisition of the first moment, as well as VT, or other brands are being conceived, in the brand operation and supply chain management of the Uniqlo +zara these two models.

The old pattern will not be limited to the brand, the platform is his most want, it seems that aging has been thinking very clearly, but really want to do so, where the guests still have a long way to go.

Author/Wang Liyang electric quotient researcher