The Development Process Of "Rich And Capricious" Is Surging And Fluctuating.

The development process of van guest is rather bumpy. In the old age, do not play the tricks of the face as a performer. Van guest is always an e-commerce clothing brand, and needs to pay attention to the electricity supplier strategy.

If every company is a founder's child, the biggest advantage of being a father to the customers is to give the customers two generations of growth environment and labels. Besides, the big guy like Lei Jun is supporting the capital continuously. From the establishment to the present, the development of the customer is worthy of the title of "money capricious".

After seeing everyone's April 1st press conference, I saw four words in my mind: "everyone is like a play." Because the development of all these years is really comparable to a big play, and many times have undergone tremendous changes. As a spectator, I feel deeply troubled and tired for all customers. The director of the play is naturally old.

However, over the past eight years, it has been a failure for the growth of all customers. The brand of the Internet shirt, which was founded in 2007, changed to the Internet apparel brand in the middle period, and then reached the peak stage to become an electronic business platform that surpassed the Jingdong. Finally, in the late 2014, it constantly denies the complex past of all customers, returning all guests to the Internet clothing brand that focuses on "lined shirts". Of course, at the April 1st press conference, Chen added "T-shirt" in the category of "shirt", and thought that "T-shirt can basically be classified into shirts."

From the many Japanese designers in the conference, as well as the emerging vocabulary of "cloth sugar", "American Pima cotton", "21 and 16", we can see that Chen is eager to express "extreme" and "high forced" products to the public. At the same time, the price of the two T-shirts also changed from 9 yuan to 29 yuan to 59 yuan and 89 yuan. Chen said: "all customers completely abandon the low-end products, determined to take the high-end product line." That is to say, today's customers discard the largest group of low-end consumer groups, hoping to start with improving product quality and design, and relocate the brand positioning of everyone from "cock silk brand" to "white collar brand".

Since the deep communication between Lei Jun and Chen in 2014, Chen began to completely sell all guests, and all kinds of professional vocabulary and detailed design details were constantly appearing in the conference of everyone. However, does the audience really need these technical parameters? The digital hardware product heap parameter is because it can meet the core needs of the audience group, because the higher frequency CPU can bring faster speed, and the larger screen with resolution and size can bring better visual effect. And how many people do shirts and T-shirts really care about whether they are wearing 80 cotton or 120? How many people are concerned about whether this cotton is made in Xinjiang or in the United States or which corner?

Young consumer groups Buying clothes The pursuit of geeks is not the face and design details of the carp, but the style, brand, cost more care. Beautiful style to meet the needs of the user's love and beauty. brand It can satisfy the user's face problem, and the price can make the former two possible. In the past few years, 1 yuan T-shirt clearance, 9 yuan board shoes and so on have been branded on the bottom of the brand. At this time, Chen wants to raise the price quickly by improving the quality, and quickly lift the brand image of all customers and reverse the consumer's right. Van guest Brand image recognition is undoubtedly very difficult. Because the "low end" has been spread in the van's brand image at the DNA level, it is useless to scrape the bone with the old millet knife.

Moreover, customers are always an e-commerce clothing brand. The electricity providers pay attention to traffic and sales. At that time, customers can leap forward and rely on low prices and losing money. Even though today's customers are determined to abandon most of the low end users, the low unit price will be faced with a sharp decline in sales. Ever since last August, fan has released 129 yuan "ultimate" shirt until now, and its sales volume has not reached the hot expectations. The 300 shirts that have been pushed have been quietly put off, which also proves that the road of transformation is not smooth. Unless Chen can really throw away the sales and scale problems of the electricity supplier industry and investors in the next 2-3 years, concentrate on product and brand promotion, otherwise, it is likely to continue to go back to the old road of disorder expansion. This is evident even in the example of millet.

Therefore, it is my own opinion: instead of using the method of scraping the bone to deal with the problem of gene transformation in nanoscale, it is better to rebuild a brand new customer brand to face the middle and high-end market, to give the correct gene in the incubation period, and to anchor the high-end brand image of the new brand with the high quality products and higher prices at the beginning of the birth, so that the consumers can truly accept the brand and its corresponding product quality and connotation; and the existing vcw old brand can continue to walk the public line with high cost performance, so that it can maintain scale and not lose a large number of old customers, and it can also enhance the overall brand image of the van guest group.