Interpretation Of The Original Brand And The Inclusion Of Customers

< p > "two and a half years of entrepreneurial experience, like a trek and trek trek, the dangerous beach passes through, sweet and bitter five taste experience.

For a short time, everything that has to be tempered will enrich your experience and understand the common sense that you once knew. "

This is a href= "http://www.91se91.com/news/index_c.asp", "fan /a". After the announcement of the initial purchase, Xu Xiaohui, the founder of sina, wrote back to micro-blog.

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< p > in fact, since last year, there has been news of initial selling.

M, a incumbent executive, said there were many buyers who wanted to buy early cuts, and five or six acquirers entered the price negotiation stage.

At the time, Xu Xiaohui said in an interview with the media that the sale was for overtaking in turn, because purely financial financing was insufficient to support the breakout of the vertical electricity supplier this year.

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< p > M revealed that due to many factors such as the future development of the acquisition, the final choice was to merge with the old owners.

Xu Xiaohui met with Chen two years ago, determined the final intention two days before the annual leave, and entered the detail landing stage after the year. Now he is moving the warehouse, and is expected to enter the sale of all customers in the early two weeks.

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< p > it is understood that the lack of funds is the main reason for initial acquisition, but what is the reason behind the lack of funds? < /p >

< p > < strong > financing difficulty < /strong > < /p >

When p was first engraved online in early November 2010, it was the most popular moment of all guests. All kinds of objects were popular in the Internet, and the idea of Internet original brand has also become a hot topic for discussion and entrepreneurship in the industry.

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Xu Xiaohui, who has experienced the most prosperous period of P, has also seen this opportunity, cutting into the market of original brand of Internet with a "young and refreshing" style of "literature and art youth".

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< p > although Xu Xiaohui did not disclose the data of financing, according to sina science and technology, his angel funds were about ten million yuan, and new investors were introduced at the end of 2011, which was slightly lower than the first financing.

Most of these funds come from people with traditional corporate backgrounds, such as Feng Tielin, the former deputy general manager of Pathfinder.

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< p > but with the deterioration of the capital environment, the electricity supplier companies are faced with financing difficulties. A large number of luxury goods, cosmetics, e-commerce and group buying websites have gone bankrupt, and they also face financing difficulties at the beginning.

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< p > information from investors shows that at the beginning of July 2011, there was contact with KPCB, and both sides had signed an agreement on investment intention. However, due to the sharp turning of the investment environment, the financing that had been talked about was aborted.

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< p > a staff member who once worked in the first place told sina science and technology that the failure of the financing made a great blow to the team. With the advent of the cold winter of the business, the team cut down at the beginning of 2011, which was adjusted from the top 60 team to more than 30, thereby reducing the cost.

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< p > but the cost is only a drop in the bucket for the serious electricity supplier who burned the money. In early 2012, buyers began to find the first moment, and the buyer began to look for buyers at the beginning. Xu Xiaohui began to consider selling.

According to sina science and technology, at that time, Xu Xiaohui had communicated with the founder of VIC, and after that, there were four hearsay rumors.

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< p > however, after a year later, all customers eventually extend their olive branches to the first moment. According to the information released by customers, they are wholly-owned for the first time in the form of cash plus stock exchange. The initial team will be incorporated into all customers, and the initial valuation will reach the level of ten million yuan.

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< p > < strong > marketing confusion < /strong > /p >

< p > for marketers who have been working on the endorsement of all the guests and responsible for the creative production and promotion of Wang Luodan's advertising films, marketing is no doubt a good job for Xu Xiaohui.

At the beginning of the first line, a small and refreshing literary style with beautiful pictures attracted many users' attention.

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< p > in order to cooperate with this positioning, a large scale marketing campaign was launched on the first line, which included the promotion of social media such as low cost micro-blog, including the issuance of large-scale coupons.

All kinds of promotions seriously cut down the profits at the beginning.

But M explained to Sina technology that the purpose of sales promotion is to pull new products, and projects can not be measured by profit at the early stage.

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< p > because of the initial positioning of "literature and art refreshing", the low price of its products has been determined.

In such a case, the large scale sales promotion made the limited profit margins smaller. By the end of 2011, the first financing had basically been spent, and at the beginning of this year, the sales volume was about about 10000000 yuan, barely enough to be flat, but this data was much better than some large loss companies.

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< p > in 2012, the contradictions at the beginning of the quarter began to focus on the outbreak. The most acute one was the lack of new customers, but at the moment, they were faced with financial difficulties.

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< p > at that time, most of the external criticisms were "price matching". For example, the overall style is no longer "small and refreshing", such as < a href= "http://www.91se91.com/" target= "_blank" > clothes < /a > the quality is not as good as before.

At that time, Xu Xiaohui also noticed this problem. He once said at a forum in July 2012 that he had noticed this problem and would adjust it.

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< p > but "adjustment" is not easy. This is a problem related to the supply chain, and for the early carving of such an entrepreneurial team, there is no particularly strong a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > factory resources, resulting in its supply chain defects.

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< p > for example, in July 2011, there were media reports that some clothes were originally purchased from Beijing zoo and other places, that is, the industry commonly known as "stalls", when Xu Xiaohui denied it on micro-blog.

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< p > "at that time, when the scale of the impulse was first imprinted, the people who were responsible for picking up the goods were more anxious about the new products, so the channels for purchasing garments would be more dispersed, and some of the goods did have such problems."

Employees said before, but this did not bring too much positive effect, instead of the user because of the style is not uniform, the quality of the loss.

Quality is a problem because factories are sometimes uncontrollable, especially in the early stage of smaller procurement and bargaining power.

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Another result of the loss of supply chain is that the turnover rate of goods is not up to P.

The former employees are introduced to Sina Technology by an original brand of Taobao: because the supply chain is doing better, the store enters a href= "http://www.91se91.com/" target= "_blank" > shoes < /a > 100 pairs, and 7 days can fill up the goods, and the fastest time can only be 15 days, and it still uses high price. Most of the cases are 1-2 months to fill the goods, but at this time, it has often passed the sales fever.

"If you control the marketing investment at the very beginning and resist the temptation to do it slowly from every little point, the outcome may be different."

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< p > < strong > initial engraved future < /strong > < /p >

< p > whether there is a need for everyone to buy the first issue, the industry generally holds two views: some people think that the answer is negative. At the beginning, it belongs to an Internet original brand with a small scale and low fidelity, and it is not necessary to buy it if everyone is still thin.

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< p > there are also some people who hold a positive attitude. They believe that customers need to explore the new path with the help of many brands in the initial stage, and find a new way for the mass customer segmentation. It is very difficult for a brand to satisfy all the needs of users. There are many brands in the layout of brands, such as rags and silks, and Korean clothes houses. Each of them has four or five subdivision brands. Besides, there are overlaps in styles between the first and the costumes.

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"P", according to people close to the age, the acquisition of such a move is more of a hope that the Xu Xiaohui team will return to everyone.

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< p > in fact, in the initial communication of the acquisition in early 2012, Chen hoped that Xu Xiaohui would return to van van.

Although there is no explicit disclosure of Xu Xiaohui's specific duties in the announcement issued by everyone today, it is revealed that it will not simply continue to operate.

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In May 2011, Xu Xiaohui said in his interview with Sina Technology about why Entrepreneurship: "starting a business is a high failure rate. I try to put the trial and error time as high as possible. If there is no success, I still have the chance to make a comeback."

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For Xu Xiaohui, for the first time, a href= "http://www.91se91.com/news/index_f.asp" > brand > /a > incorporated into P, the results of entrepreneurship can continue to be retained, and can be borrowed from the relatively mature supply chain of the customers.

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