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Fan: Moss'S Sword Is High.

2013/9/22 19:18:00 192

Fan Ke Cheng Pin Garment Industry Garment Enterprise

all customers rely on themselves to "stand and earn money". It is not easy to .

is no longer "original formula", no longer "familiar flavor".

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accustomed to buying a pile of VT (a href= "//www.sjfzxm.com/news/index_c.asp" > T shirt > Ling Ling) in the summer, she went to visit all customers the other day, and saw that the price of a guest T-shirt was 19 yuan and 29 yuan, which was very cheap. She bought 6 pieces at a stretch, and the total amount was 124 yuan.

, but at checkout time, Lingling found that the free shipping threshold for all passengers had increased to 158 yuan, and she had to add more bills to enjoy free shipping.

"Before the Ming Dynasty, all passengers were 99 yuan free of charge, which rose 59 yuan, which is hard to accept."

Ling Ling gave up the order in a rage.

in fact, recall the free shipping history of all customers. This time, the number of customers increased from 99 yuan to 158 yuan, and earlier, only 59 yuan would be free for all customers.

reporter query found that the current Jingdong mall self cargo free shipping threshold is 39 yuan, Dangdang free shipping threshold is self book category 38 yuan, department stores and other non publications 39 yuan, Amazon China is the lowest self merchandise 29 yuan free shipping.

although everyone has repeatedly stressed that compared with the dream bazaar and other professional a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > website "180 yuan free shipping", its free shipping threshold is not high.

However, this action is still encountered by many old customers of micro-blog, especially many students, whose income is not high enough. For many years, they have great feelings for all customers. Once they increase their free freight threshold, they will feel that they will not love again. Sometimes, in order to make up lists, they must force themselves to buy something that they can not afford at all.

at the same time, there is another problem. Some of these third party brands are not supported by "cash on delivery", which makes customers who are accustomed to cash on delivery for many years feel uncomfortable.

Less than P, there are a lot of customers who are unhappy. Customers will inevitably face the worry of brand damage and user fleeing.

in fact, all customers are changing a lot nowadays.

"GXG", "Lining", "JEANSWEST", "rusha", "Pentium appliance", "group buying", "brand hall", "boutique Street"...

At first glance, I think it is wrong to think of the wrong website. The amount of foreign third party brands is mixed with the customers' own brands. The threshold of "shopping for 158 free shipping" has increased by nearly 3 times; in the streets and offices, there are fewer people in the van packing boxes.

P > the millions of netizens who are often shopping in the world can't help wondering: what is the customer in the end? And in some people's heart, it has long been recognized that the guests are lost.

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profit "sword of Moss" hangs /p >

improve the free shipping threshold, introduce foreign brands, and open the road.

All kinds of "visions" of customers are showing that customers are seeking profits as soon as possible.

Less than P, it's not easy for everyone to rely on himself to "stand and earn money".

the data released by the Beijing administration of industry and Commerce show that sales income of < a href= "//www.sjfzxm.com/news/" > fan /a > 2008 to 2010 is about 120 million, 300 million and 1 billion 200 million yuan. This data is different from the previous public statements, but it can be seen that the growth of customers is amazing.

from these data, we can see that all customers lost about 250 million yuan in the past three years, and the gross margin of all customers remained at 40%, with a profit margin of -14.67% in 2010.

Less than p years of profit, Chen and his venture behind are anxious.

2010, in order to be listed, customers were eager to cash in and sell everything, and learn from Jingdong and Dangdang.

For example, to increase the category, customers began selling electric rice cookers, mops, kitchen knives, etc. the total number of product categories was as high as 240 thousand.

Because of the expansion of commodities, customers are repeatedly facing the crisis of supply chain management. They are still unable to make profits if they are subject to high inventory levels.

After entering P in 2011, Chen declared to the media that the sales target in 2011 was 10 billion.

However, with the expansion of categories, customers have encountered a problem: inventory has increased significantly.

, and it is thought that there are some problems in the pricing strategy and inventory turnover. This also leads to the voice of four years ago.

In particular, those who completed the listing in the fourth quarter of 2011 were postponed by IPO because of the unsatisfactory capital environment, which led to more speculation, such as capital chain breakage.

it is estimated that all customers reached the maximum value in 8 and September in 2011, but then after some promotional measures, the stock of van customer's products returned to normal level.

But the bad result of low price promotion is that the profit margins of fan Kai Cheng are beginning to decline.

In 2011, the profit margin of van customer's products began to approach -20%, with a loss of about 600 million yuan.

When p that time, there were four rumors of customer failure.

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in 2012, at the annual meeting of all guests, Chen finally made a deep reflection.

He admitted that last year, because of his "fever" made mistakes, so that all guests encountered some difficulties, but also let partners produce some misunderstanding.

In 2012, P went through a year of inventory clearance, organizational change and supply chain optimization.

A year of inventory clearance has recovered nearly 1 billion yuan for all customers, and the turnover time of customers has been within 30 days.

In this regard, Chen said publicly that all customers have returned to normal volume, and achieved "self hematopoiesis", and also to achieve profitability.

At last, P officially announced quarterly profits in the fourth quarter of 2012, with annual sales of 6 billion 540 million yuan, but net profit is still negative.

In the year of 2013, sales of all customers will increase by 50% over the same period last year, and strive to achieve full year profits.

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in trial and error,

The "great leap forward", which was wrapped up in the 2011 P, made everyone suffer, and determined the openness of the year.

"P >" from 2011 to 2012, the experience shows that customers are closed systems in the past, but customers can not do every category.

So in 2013, cooperation and openness are the primary strategies of all customers.

In May this year, Chen made decisions. The strategic focus of 2013 was opening and cooperation.

in fact, everyone wants to run faster.

in the 2012 China B2C website scale report issued by AI consulting, the market share of all customers is 1.2%, ranking tenth in Tmall, Jingdong mall, suning.com, Tencent, Amazon China, Dangdang, Gome online and so on.

Among them, every customer is the only autonomous a href= "//www.sjfzxm.com" > brand electric business < /a >, and the other nine are all platform type or channel type electric business providers in the top ten.

is also the data released by AI, "2013Q2 China B2C shopping website trading scale market share TOP10", although van rank is ranked tenth, but its market share has dropped to 0.7%, compared with 1.2% at the end of last year, a sharp decline of 0.5%.

"your competitiveness can not be formed under the circumstances of closed doors." Chen believes that if any product of a customer falls into the competition, it will mean "you deserve to die".

according to the plan of the year, first of all, customers will give out the category that can not be reached by strength, and give high-quality resources to display space. Secondly, cooperate with other enterprises in ordering their superior products.

Furthermore, we should strengthen cooperation with other brand names.

After the first three types of cooperation, customers are willing to cooperate with partners in capital and resources.

Xu Xiaohui, vice president of van gall, has revealed that at present, 30% of the sales of all customers are from third party brands. The profit mode of everyone is 5% commission from the sales of third party brands.

This year, customers will continue to expand the introduction of the third party brand and become a new platform that can compete with Tmall, Jingdong and other integrated e-commerce platforms.

at present, about 1/3 of the web pages have been distributed to the third party clothing brands, and even search for "Giordano" and "KAPPA" brand names on Baidu's website.

because all customers clearly indicate those foreign brands, but their own brands are very low-key. They are not marked on the homepage display page, which makes consumers feel a bit confused.

> "I am a fan who is loyal to everyone's own" a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing < /a >, there is no need for those brands. But there are always a lot of foreign brands hanging on the front page of customers. I can't find anyone's own brand. It seems that customers are not the young and fast fashion brands that Wang Luodan and Han Han endorsed for many years. "An old customer who has mixed up with customers for more than 4 years is somewhat incompatible."

although at present, customers do not disclose changes in the number of consumers after the pformation platform, but the outside world agrees that this profit is risking the damage of customers' reputation and the risk of consumers leaving.

a female guest customer has found many other brands after she found that everyone has changed her version, and even felt that her feelings were very hurt.

"How can I buy a bird of honor at any guest?" she felt that customers were not so "pure".

P, however, clarified that the open platform does not mean complete platform.

Chen stressed that the main feature of every customer is an Internet owned Brand Company.

Ever since the day of its release, customers have been insisting on making brands.

Fan Kai's opening and cooperation will not affect the development of its own brand.

for everyone, though it has begun to platform, it is difficult to catch up with the platforms such as Heaven Cat and Jingdong.

Therefore, it is emphasized that maintaining the advantages of private brand development can maintain the differentiation between customers and other platforms and avoid direct competition with other platforms.

facing the old customers, the relevant responsible person said that since this year, customers have enriched and strengthened the fashion and style of the products.

In terms of platform innovation, customers realized WeChat platform shopping.

In addition, since 2013, customers have strengthened their own brand preview activities under their own products.

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in fact, customers try to make up for the damage of foreign brands to users and customers by some changes.

at the beginning of this year, all customers bought the original "a target=" _blank "href=" //www.sjfzxm.com/ "dress" /a "brand" at the beginning of the year. The acquisition was interpreted by the industry as the beginning of its own multi brand operation mode.

at the same time, the fan fashion women wear channel is online.

The past object of learning is UNIQLO to produce a large number of basic clothing, and the women's wear channel is H&M, ZARA, TOPSHOP and other international fast fashion women's clothing brand: fashion design, quick response, a variety of small amount, customer unit price is also promoted accordingly.

all customers try to form "UNIQLO +H&M or ZARA" mode.

The two mode requires two supply chains. Last year, the structure adjustment of all customers provided the possibility.

The 12 division is like 12 independent companies. Each business department has its own production center and suppliers, and draws out two supply chains from different departments, so that there is no need to worry about the fight between the left and right hands.

After focusing on Anta, Semir and nine Mu Wang and other traditional a href= "//www.sjfzxm.com" > clothing brand /a manufacturers, P also realized the importance of optimizing supply chain efficiency.

Soon, the number of suppliers for all customers was cut from 200 to 100. Quality suppliers concentrated in three locations in Hangzhou, Guangzhou and Beijing. At the same time, small suppliers with fast speed and low cost were added.

in addition, van guest has recently carried out a new round of structural adjustment. The adjustment direction is to highlight three major business segments, such as mobile, overseas, shirts, and some other business departments have been optimized.

"if everyone used to hack SKU and cut down business lines and so on, they are doing division, so now customers are doing multiplication in mobile innovation and overseas."

Li Chengdong, an independent business analyst, seems to have been making a paving for IPO since last year's fourth quarter was known to be profitable.

Li Chengdong believes that Chen has found a sustainable profit model.

This mode will avoid direct competition with big platforms such as Tmall, Jingdong, suning.com and so on. At the same time, the scale of platform promoted by large capital and large volume of cheap traffic can drive its brand volume.

Less than P, however, from selling a href= "//www.sjfzxm.com" > shirt < /a > through platform expansion to platform, and then to the brand, and then began to test the water platform, and then after the reform, in the new organization structure more flat and specialization, and began to force overseas expansion and mobile innovation......

In the eyes of the outside world, the positioning of customers is complicated and strategic swing.

, however, for the road that everyone has gone through, Zhao Jiusheng, a well-known angel investor, thinks that everyone is "not stupid". It is reasonable for everyone to turn around and return to the brand and platform.

He believes that the law must exist, but we should look at it dynamically instead of static.

"Enterprises must dare to challenge the rules, drill loopholes and actively obey them before they get angry, so that they can make profits."