The "Warming Up" Of Customers In Cold Winter

< p > cleaning up inventory, increasing gross profit, increasing sales volume and adopting more effective marketing, this winter is very practical.

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< p > > "hope for profit". This is the company's goal that fan CEO has talked about most in 2012.

In the coldest winter of ten years in Beijing, they started the final sprint.

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< p > "2 yuan for beauty, 9 yuan for home, 9 yuan for ladies' boots, 9 yuan for sweaters, 19 yuan for trousers, 99 yuan for down coats..."

The "year-end crazy rush" in the name of "double 12" is a rare sales promotion since the establishment of the customer.

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< p > this is very different from previous years.

In 2011, most of the customers carried out the entire activity similar to buying 200 to return to the 200 type.

The change of sales promotion mode is just one of many changes among customers.

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< p > cleaning up inventory is the primary goal.

In January 2011, Chen adjusted the sales target of 2011 from 4 billion to 6 billion, and quickly adjusted it to 10 billion.

This is followed by supernormal production and inventory.

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At P end of 2011, the customer's inventory crisis was widely reported by the media.

According to the materials listed at that time, the company made a total of 422 million dollars in the 6 round of financing. In September 30th, the cash equivalent of the company was 1 billion 520 million yuan.

For stock, a common view is that, first, the price of the product itself is low, and the inventory should be sold at a super low or even a loss price. In addition, the sales volume of autumn and winter goods is high and the cost is high, but it is necessary to wait until the next autumn and winter. Therefore, the autumn and winter of 2012 will be very important.

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< p > November 2011, Liao Bin of Yintai network CEO told the media that everyone had submitted the listing materials.

But at that time, American investors were no longer interested in China Internet Corporation.

All listings are stranded.

Since then, there has been no mention of sales figures for 2012.

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< p > but 2012 is not a good year.

China's GDP growth slowed for 7 consecutive quarters.

Below the line, a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > industry is in a dilemma of selling stagnation and inventory.

In the first half of 2012, 42 listed garments, including a target= "_blank" href= "//www.sjfzxm.com/" > textile "/a", including Anta, XTEP and XTEP, had a total inventory of 48 billion 300 million yuan.

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< p > this prompted the traditional brands to discount early this year.

UNIQLO's light down jacket was priced at 499 yuan when it was launched, and it soon dropped to 399 yuan, or even close to 299 yuan, which is the pricing of all similar products.

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< p > autumn and winter is the most important season for any clothing enterprise, especially for Yao Ting.

Her director's fan sixth business unit, including shirts and knitwear, is the two largest product line. The sales of shirts in autumn and winter can account for 60% of the product line this year, while wool knitwear can account for 90% of the whole year's knitwear.

An additional pressure is that the stock left behind by the sweater is still "pretty big".

Before the organizational adjustment of van guest in October 2011, the company had a large number of product lines distributed in the two major business units of the basic business unit and the new product division, of which at least 3 departments had made knitwear, which eventually led to identical products and inventory.

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< p > "2011, our biggest feeling is how can the goods be sold out so soon?" Chen Chi, head of the fifth business unit of fan Ke, said to "first financial weekly", "you must be different in judging the future under excitement."

In the winter of 2012, when planning products for autumn and winter in winter, it would be much more sober and less encouraging. "Gross margin" is a more important indicator than sales.

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< p > unlike Han Han, Li Yuchun, Huang Xiaoming and Wang Luodan, the 4 spokesmen in 2011, Han Han and Li Yuchun remained only in 2012s.

Jian Cui, deputy general manager of brand, after arriving in May 2012, "the most painful place" is that everyone's "brand is too far away, but products can not keep up".

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< p > actual adjustment is taking place.

In 2012, the advertisement of "spring, fearless" and "positive energy" was still impressive, but this kind of brand advertising in autumn and winter basically disappeared.

In the first two quarters of 2012, the Baidu index of all customers was slightly higher than that of 2011. But in the three or four quarter, the Baidu index of every customer was only about half of that in 2011.

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< p > even so, we can not simply see 2012 as the year of contraction for everyone.

Yao Ting paid special attention to Taobao's data. For example, in the age distribution of Taobao customers, users aged between 18 and 23 accounted for more than half of the total penetration logic was to pursue the largest consumer group in the Internet. For them, the four hundred block < a href= "http://sjfzxm.com/news /index_f.asp" > cashmere sweater < /a > is expensive product.

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< p > Jian Cui said, in the final analysis, customers are not a brand to build a specific style, nor a design director to lead and regulate product design. Instead, they are judged by the product line leader, like what Zara does, what is good to sell and what to sell. Meanwhile, "customers in particular see heavy user data", and the data tell them that the most important consumer group is young people. Metersbonwe style and low price are the things that customers need to pursue.

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Market Research in the early stage of P has become more and more important.

Before, everyone mainly looked at his past data, but in 2012, including Yao Ting and Chen Chi, they also had to go to the competitor's data.

Yao Ting will record the sales data of every product of Tmall store every day. When the supplier of down jacket fabrics to UNIQLO, Dongli, Japan, is working closely with customers, customers will ask the supplier how many products of UNIQLO and Metersbonwe are going to do. What is the trend? In the autumn and winter ordering meeting in May 2012, it is also a meeting of Chen, the website operation, the financial scoring, and the Department's efforts to win company resources. First of all, the product of Yao Ting's flannel products is the data of the company's historical data and competitors.

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The quality of P is also a factor in the promotion of gross profit by customers. After all, we must give reasons for increasing the price at the product level.

"This is not a matter of buying expensive raw materials, but rather a failure to choose carefully."

Chen Chi said.

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< p > in Chen Chi's fifth business unit, the product planning team has changed people this year, requiring more than 8 years of experience in garment industry, and has done garment development in large garment companies, "the strength has greatly increased".

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< p > after the channel page is assigned to various departments, the focus of the sweater channel is clearer: Australian wool.

In addition, Yao Ting's promotion of < a href= "http://sjfzxm.com/news/index_f.asp > sweater < /a > selling price and gross profit is another way to find popular elements.

Sixth the Ministry has made fishermen's sweater, jacquard Christmas, and round bat sleeve sweater. "Women are willing to pay for fashion."

In addition, turtleneck sweaters and thick sweaters, which are not very well sold in the north of heating, are also a key sweater category because they sell well in Central China.

It could only be sold for 3 months, and the sales cycle could extend to 5 months in the northeast.

"We wish there were 4 versions of the website."

Yao Ting said.

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< p > whether it is a short sales cycle or a non basic fund, the biggest risk is inventory.

In 2012, the demand for selling out rate was over 80%.

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< p > Yao Ting's method is to divide the production several times, so that the supplier can first help the customers to prepare the wool, sell well and increase the production, so that the supplier can use the wool to other companies.

Sweater added two orders per customer in 2012.

But the key to this is to develop large core suppliers. It is very difficult for small suppliers to reuse all the wool that they do not want to order.

According to public information, in 2012, the number of suppliers in autumn and winter was reduced by half to around 150.

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Less than P, Chen Chi's fleece products have been added two times, but the super light down jacket sold well has no merchandiser, because the production cycle of the down jacket is different from that of the sweater that can be produced in a month.

"Simply sell it out and do more next year".

Another way to reduce inventory risk is to reduce categories.

For example, the number of fleece rolls decreased from dozens of prints in 2011 to four or five classics in 2012.

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< p > for Yao Ting, such a head of the Department, although the selling rate and gross profit are the two indicators she most concerned about -- the first indicator means whether the money is lost because of selling, but the latter indicator means how much money can be made, but sales, inventory turnover and channel flow are also indicators.

After the data center was set up in early 2012, daily newspapers were issued daily, and each product line of each division was ranked according to various indicators.

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< p > the sales rate and gross profit are far more than the assessment of managers. In this company that constantly adjusts the line of business, these indicators also determine what resources and future resources the 6 big 6 small 12 departments can win in the company. Yao Ting's Department has only expanded the shirt product line to knitwear from the beginning, and the cosmetics department will close after the stock is sold out.

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< p > marketing department is the most concentrated place of resources, but it is not easy to win support from this department.

In 2012, it also needs to improve its efficiency. The new advocacy should manage advertising as "managing SKU".

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< p >, according to CEO Ke Xi Xing, who is the online advertising sub alliance service provider of all customers, Yim Ma Xing, in 2012, the demand of all customers to yyma is more meticulous, and the target of bringing order with each month is reached with million horse. After that, millions of awards have been achieved, so that ymar helps all customers to make precise delivery.

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< p >, and this is accompanied by a decrease in overall marketing.

Although Zhao Xiaoming, deputy general manager of fan Market Promotion Center, said that the volume of 2012 was equivalent to that of 2011, but a fan customer service provider said that the company's mail promotion cost was reduced by 1/3 compared with that of 2011, and the advertising of portal websites also decreased.

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< p > every day, the marketing center sends out mail data to old age, and compares the data collected and clicked with the previous day, including the data of each channel, and the reasons for the rise and fall.

The conversion rate is closely related to the product itself and the price. As long as a product's promotion effect is not good, it will be replaced in a few hours.

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< p > Chen told the media recently that sales of all customers in the first three quarters increased by nearly 30% over the same period last year.

Over the past 3 years, the sales growth rate of van customers is about 250%, 285% and 175% of the previous year respectively.

But fortunately, customers are about to announce their earnings.

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< p > a veteran colleague said that in 2011, Chen believed that he was a God. He said "how I want to be". This year, he returned to "man" and said "everyone needs to do something".

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< p > December 25th, Chen went to the van's warehouse for a mobilization speech. Due to the increase in orders caused by the "year-end crazy rush" sales promotion, many vice presidents including Chen, fan and almost all customers were arranged to work in the warehouse.

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