Fan: Let The Product Go Back To Its Own Standard.

In order to prepare for the new clothing market in autumn and winter, the ZARA, H&M, uniqo, and other fast fashion brands of foreign capital have the obvious tendency to reduce the price in this fall.

Analysts said that the clothing products of the electricity suppliers have already struck the traditional brands. "

"The scope spreads to the electricity supplier brand and the traditional clothing brand.

For the Internet fast fashion brand Vic, a PK price war of UNIQLO is ignited under this background.

And the new products launched by customers are exactly in line with their strategy of returning products.

A flagship flagship product

From five years since its launch in October 18, 2007, customers rely on a series of slogans full of attitudes to win the high exposure rate, high speed and even out of control expansion.

In 2012, all customers gradually cooled down, and began to attach importance to products and return products.

The main product of all customers online is the formal dress.

By this autumn and winter, flannel shirts cut into the leisure market already have a very clear goal.

CEO, who talked about the experience of the original entrepreneurial team trying to make a shirt scene, was particularly emotional. "In retrospect, in 2007, the first few entrepreneurs of VIC were thinking about how to make a shirt.

We are eager to find a way to fold up our shirts, and we hope that the pictures of the shirts we take are like the bright moon in the Mid Autumn Festival.

From a small square collar 80 cotton shirts and a collar button Oxford shirt, everyone started the initial imitation of PPG.

In the next few years, all customers began the expansion of multiple product lines: in 2009, they entered into women's clothing through a Bra-T product;

To move closer to the younger crowd; in 2010, it began to try small scale VT, and continued to exert power in 2011. 120 designers pushed 1500 patterns together to compete with UT of MT and the United States of America.

The industry believes that since VT and canvas shoes two product lines opened up fashion, and really have fast fashion's quick response ability and design strength, all customers have become clothing companies in the true sense.

Returning to the essence of clothing companies, customers began to target their competitors' products.

Flannel has always been the flagship product of UNIQLO autumn and winter.

And customers and UNIQLO actually have the same production line and suppliers.

As a result, flannel shirts have become the main products of this autumn, and the trend is directly to UNIQLO.

In the "eleven" holiday, which is generally considered to be the off-season of the electricity supplier, it also hit a sales volume of ten thousand pieces per day, an increase of 260% over last year and a gross profit margin of more than 40% of the single product.

Cause oriented product management

How to conduct KPI examination on products, aging and its management team have undergone a very big change this year. "From the end of last year to the end of last year, I was concerned about sales, new users and old customers.

My concerns this year are inventory turnover, sold out rate, gross margin and product correlation.

For me, a major change that I care about is turning the result into a cause.

I only care about the result last year and I don't care about the reason.

In fact, these things are the reasons. "

Chen said.

For what is the product correlation degree, which is related to the dimension of the cause, the old age is introduced, "if the user of this item buys ten pieces at a time, it means he is our loyal fans.

How many users are there? This is our constant concern.

If a new category comes up, the user buys it, but he doesn't buy T-Shirts at all, nor does he buy canvas shoes. This shows that this product line is definitely not playing.

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Under the target of the fourth quarter profit, inventory indicators such as inventory turnover, sold out rate, gross margin and product correlation are of great significance to customers. "They are the premises and the most important basis for judging whether a product can or can not be done."

After five years of development, van guest began to pay attention to the health indicators of product operation in 2012.

Fan insiders revealed that several product lines have been working on inventory turnover for 30 days to 60 days, as well as the launch of autumn and winter new products by the Ministry of business, with a total sales rate of 96%.

Capable of making products

"If we take the five years' dismantling of our customers, their achievements will only come from the right products, and there will be nothing else."

In the past five years since the founding of the local people, the judgement has been made directly and directly.

In addition to VT, canvas shoes, which have won numerous praises for the success of customers, there are certainly many kinds of products that are placed in the 2011 crisis: trinkets, mops and even rice cookers.

In the beginning of July 2011, a series of adjustments were made to customers from the beginning of the year. Until the adjustment in June this year, it was finally determined that SKU was cut by half compared with last year.

Up to now, there are 12 business units, 6 big business units, 6 small business units, 12 business units in charge of 19 production lines.

At the same time, customers have analyzed these product lines, such as young product lines, mature product lines, and trial and error product lines.

This year, the year has obviously been more cautious about product expansion: "in 2011, he told me what I could do, what I could not do, or what I could do for the time being and what I could not do.

Before last year, I once thought that I was omnipotent, and this year I am going to do subtraction, but I can not do anything that I can not do.

"I can do well, and I feel like I can do the product well today.

I do not make good products, or completely beyond our capabilities, we will not do it.

But it doesn't mean that those products are not good products, but we have no ability to do well. "

It is a rational common sense to let all customers' products return to their own standards.

"When customers are not good, they are out of control when the product is out of control. When customers get better, they must be more focused on their products."

Chen pointed out that in the final analysis, the change of customers is still a product. The real achievement of customers is products.

Marketing is just a very small part of everyone.