Where the customer is a financial crisis: what's wrong with a vertical electric dealer

These two years, everyone seems to be on the edge of the cliff, "money shortage" rumors of a wave of waves, this time there are new gimmicks ——— suppliers threatened to jump.

Liu Kaiyu, vice president of the south, said to reporters, "the business unit has been coordinating the finance department last week and will be able to complete the payment for the reconciliation process next week." At the same time, the business unit will coordinate the assigned docking person, as soon as possible to complete the reconciliation of the sales check to facilitate the next knot. ”

This response is actually to admit to the outside world: every guest, it is not good, to the point of no change. South reporters have learned that where the customer has begun to start the "millet" transformation, significantly reduce the SKU, from doing "category" to do "single goods", from doing "platform" back to do "own brand", fashion women, bags and other departments have been abolished, the organization http://www.aliyun.com/ Zixun/aggregation/17757.html "> Structure flattened.

Like a roller coaster, every customer bumps round and back to the original point. But now the bubbles are loose and the pockets are empty.

The secrets of personnel and architectural adjustment

"In the past, we have come to the conclusion that every customer is a closed enterprise, from 2011 to 2012," he said. "Every customer prudential product CEO aged May in China electric Business conference speech ringing, at that time, it to the customers who set the strategy is" accelerated platform. "Now it seems that every guest's" platform-oriented "strategy first failure," in the future every guest to do two things: no inventory, must be profitable. Significantly reduce SK U, back to Simple collocation, will be the ultimate quality. "Every guest c E o Old said that the ratio of the adjustment of the layoff is 20%."

"Over the past two years, there has been a great turnover of passengers, with over 10,000 people (including wind up) at the peak of 2011, but now where the number of employees should be less than 1000 people, formerly 54 product lines, now only 9; Before the product line is independent of each other, a product line of a marketing department; now that all the product lines get through, The entire marketing department for the entire product department, fashion women, bags and other departments are ' one-cut '. "Just from all the customers leaving the Product director Kuming (a pseudonym) told the south are reporters, where the customer now claims to do product brand, strategy no longer sway." This means, "concentrate on doing T-shirts, shirts, trousers, and polar shirts ... That few product lines, but this product line is also compressed. ”

Where the public relations of this "compression" packaging as "to arrogance to manic, ' millet ' transformation." "The reason for secrecy may be that," said the client, if no layoffs, the account funds can only last six months. "Close to the visitors to the people told reporters, even Li Ning, such an important partner in arrears of money, visible capital chain is indeed tense."

To this various market speculation, aging also stood up to respond, "a new round of financing is about to be completed, immediately in place." Shareholder investors have pressure, but not to the point of substitution, the fund chain can be dealt with. Every guest is paying all arrears as soon as possible. ”

It's all inventory trouble?

If the old saying is not empty, investors continue to throw money in, it means that the guests have been the most difficult time. In fact, "bad" the list of vertical electric dealers is very long, PPG, Lok Amoy nets, red children, the first carved, cotton, product poly nets ... In contrast, where the customer is at least "alive", traffic and sales are ranked in China's electricity dealers "top ten", things are not so bad.

Old himself said that last year, the unprecedented launch of the Super Big sale inventory movements, that is "survival, death." "Public information shows that at the end of 2011, where the customer inventory reached 1.445 billion yuan; 2012, where guests have experienced a whole year of inventory collation, users can even in every customer with a price of 9 yuan to buy shirt T. "After this service, where the customer received nearly 1 billion funds, inventory turnaround period also fell within 30 days, a few zero." "Every guest leaving senior management Department (alias) told the South reporters, where the expansion of a few years ago is too radical, this for high inventory buried foreshadowing."

"At that time, every guest to develop their own brand category enthusiasm, no less than brand manufacturers to control shelf share of the strong desire." Clothing textiles, shoes, home decorations, small household electrical appliances ... All on. They are not good at, do not have the ability to produce, such as small household electrical appliances, may be ' nine-yang soya-bean milk machine ' to change the packaging, into ' where the customer soya-bean milk machine ', the price from 300 yuan market price adjusted to 150 yuan. "Kuming to the South reporters further explanation, here is the head of a lot of problems, 150 yuan products will be better?" even if so, consumers will abandon the nine Yang, the United States and choose your brand? Clothing textile seems to consume a lot, but the trend is too fast, how to solve the stock disease?

Common problems of vertical electric dealers

It was a very helpless thing to say. "The previous 5 years, the vertical electric business start-up team and investors are extremely manic, burning money too much, too fast, spending and profits do not match, when the scale reached the peak of course, is the closest to the death of the moment." "The famous Electric trader Chen analysis, now it seems, those who fall or have a bad vertical electric dealers are walking too fast." On the contrary, do special selling only goods will, do cosmetics, poly beauty and Le Bee, are also regarded as vertical electric dealer, did not follow the same time to burn money, now do a good job.

Among the top ten electric dealers in the United States, only one seat is the sole electric business, and the other nine are the vertical distributors of the traditional retailer's transformation. China is on the contrary, the top ten of the electric Business enterprise, pure electricity quotient accounted for 8, traditional retailer transformation of only two (Suning Tesco and Gome online).

In fact, the blind expansion of the customer behind, but also hidden in the traditional manufacturers, traditional manufacturing contempt. "Where guests feel before, do clothes, do not find a fabric dealer, on behalf of the factory, affixed to the card, very easy, not much technical content." "Close to every guest's Wu dispute to south all reporters for example, down jacket is a key development of the category, where customers find with excellent Uniqlo with a fabric business ——— Japan East Power Company Supply, and then find their own factory processing. However, the East force is first to do the clothing cover, and then pack down, and the valet of the factory is the first down, and then sew clothes. So that every guest's down jacket is always off the velvet. "There's a" joke "version that goes like this. Lei asked, every customer's lightweight down jacket and Uniqlo compare, what are the advantages? Where the customer is the category responsible for the answer is, more than Uniqlo grams weight a little bit more, the materials. ——— lightweight down jacket grams is the advantage of weight?

Naturally, every guest is ill and ill. These issues should be the deepest lesson of the company, he said. Then, start the "millet" transformation, waiting for every guest is a successful transformation, or another impulse punishment? The industry is watching.

Reporter: Xiaoxin intern Luthihua