Behind All The Customers, There Are Many Crises.

In the past six months,

On the face of it, the annual sales volume of nearly 2 billion yuan is growing healthily.

As everyone knows, everyone behind the bright is already.

Quality: the soft rib of customers

Since its establishment in October 2007, in just over three years, the sales performance of customers has increased by tens of times, but profit growth has not been proportionate to the growth of performance.

In February 2008, the sales volume of all customers was only 3 million yuan. This year, CEO, a customer, said that annual sales will be close to 2 billion yuan.

Behind the crazily growth of customers, the negative effects caused by quality problems are also obvious.

A few days ago, the China electronics chamber of Commerce 315 consumer electronic complaint network announced the third quarter report: in the past three months, online shopping complaints reached 11138, an increase of 89.94% over the previous year.

Fan Kecheng and other websites have been plunged into a "refund door" because of quality problems, which has become a hot topic of complaint.

After you enter Baidu or Google search engine, you can see that many customers are denouncing customers.

It is not surprising that customers are being pushed down by consumers because of their quality problems.

There is a popular saying in the folk market that cheap goods are not good.

Some time ago, Wang Luodan and Han Han made the T-shirts for everyone, the lowest price was only 29 yuan.

A little commonsense knows that the cost of a T-shirt is about 10 yuan, and 1 meters of cloth should be used.

That is to say, the cloth used for the guest shirt is only 19 yuan and 1 meters.

Even if T-shirts are mass produced, the cost of making work can be cheaper, and the cost of purchasing cloth can not exceed 25 yuan.

What kind of cloth can you buy at 25 yuan in the current market? The answer is very obvious, the cheapest cloth.

In order to compress the cost of T-shirts, it is impossible for anyone to find some factories with relatively good technology.

It is also reasonable for the user to complain about the quality of the customer.

The business philosophy of winning at a low price is bound to be too high for customers.

Quality has undoubtedly become the weakness of customers.

The collapse of PPG, on the surface, is due to the fragmentation of capital chain, actually because of quality problems.

Because of the quality problems of PPG clothing, a large number of orders have been lost, and PPG will burn the money to advertise.

The reason why PPG went bankrupt is because of quality problems.

From this point of view, quality is not only the weakness of everyone, but also the life gate of everyone.

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Brand: the death of everyone

In 2010, fans invited Wang Luodan and Han Han not only to speak for themselves, but also to promote promotional activities such as fan campus brand spokesperson and so on.

These strategies are all about building a customer.

Through a series of marketing activities and viral marketing of "object", everyone has become a household name, but this does not mean that customers have become a strong brand in China.

On the contrary, the brand has become the death of everyone.

Any brand has its core value.

Taking some well-known brands as an example, Rolls-Royce's core value lies in its excellent technology. The core value of Microsoft's brand lies in the creation of a well-known windows operating system; Apple's core value lies in its near perfect quality.

So, where is the value of customers? Low price, fashion or...

Low price is not the brand of everyone, but fashion is not available to anyone.

Although fans always advertised themselves as famous designers, they designed canvas shoes and designed T-shirts.

But let's not forget that everyone has suffered a "plagiarism door" and has not given a reasonable explanation.

In August of this year, some netizens broke the news to the media that it was suspected of "plagiarizing" the design originality of the famous designer Flying Mouse and the American T-shirt website Shirt.Woot.

Not only that, its online own brand of canvas shoes, in the design involved in plagiarism including CONVERSE, VANS, CROCS and so on.

In the "e-commerce" online retailing industry summit on "integrity", Kangtai's assistant director of public affairs affairs, for the first time, acknowledged that the company had defects in the design team and the hiring of designers.

It is not hard to see that customers do not have their own excellent design, but like some domestic mobile phone manufacturers like to play Shanzhai.

In the clothing industry, design is the embodiment of clothing value.

Without its own design and the way of Shanzhai, how does its fashion brand come from? For this reason, fashion brand is not the brand of everyone.

With a series of promotion and viral marketing, all customers already have a certain reputation, but popularity does not mean brand names.

More fatal is that customers have not yet realized the role of brand building.

The on-line platform of V+ has created a great barrier for everyone to mold the brand.

It is understood that the new V+ online platform, for some well-known clothing brands to provide sales platform.

Both the well-known brand and the low price clothing brand, where is the brand positioning of everyone? From the business point of view, Vancl and V+ have formed complementarity in their business. From the brand building aspect, the coexistence of Vancl and V+ has made the customer's brand more obscure.

It can be seen from the development history of world-famous brands that the importance of brand to the development of an enterprise is self-evident.

Mercedes Benz, Coca-Cola and other famous brands have brought huge profits to enterprises.

How can we deal with the brand's death?

Mode: Mortal injury of van guest

Due to improper mode, PPG went bankrupt.

Objectively speaking, the mode requires the life of PPG.

After the collapse of PPG, many people in the industry worried that everyone would follow PPG's footsteps.

In response to this, CEO, an old guest, interviewed more than once in the media, emphasizing that the mode of everyone is different from that of PPG.

Let's look at the PPG mode first.

Rely on PPG website to get orders, find factories to produce, and earn the difference.

From a commercial point of view, PPG is a typical "Uncle" because PPG has no production capacity.

Like PPG, customers do not have their own production capacity. They also get orders through the Vancl website, then find factory production and sell them to consumers, and earn the difference between them.

Obviously, the business mode of every customer is different from that of PPG.

The difference is that PPG obtains orders through a large number of advertisements.

A survey by a marketing firm showed that the cost of acquiring a new customer by PPG was more than 200 yuan, which included advertising investment and advertising marketing expenses.

The so-called post marketing marketing is a series of marketing activities after hard and extensive investment, including media coverage, public relations roadshow, word of mouth marketing and so on.

The promotion of van guest is different from PPG, which is also different from that of PPG in Chen's mouth.

All along, the promotion of all customers mainly rely on the Internet media.

Although everyone's advertisements are everywhere in the Internet, customers only pay the advertising fees after they have orders.

Through this mode, the cost of marketing is reduced to the minimum.

In addition to promoting this link, there is no difference between the mode of operation and the PPG.

PPG because the mode has closed down, the pattern has also become mortal guest's fatal wound.

Without a strong brand, without a viable mode of operation, without excellent product quality, customers can be described as a crisis.

It is true that the popularity of all customers has become a household word. Customers are constantly getting large financing, and customers are ready to go public.

However, behind these gloss, it is hard to hide the numerous crises of customers.