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Core Customer Team Gradually Lost

2014/7/14 10:46:00 45

In the early days of P, in early July 2014, everyone in the city had to sell their own products like Feng Da express.

and before and after this, the two families are also self-employed Express electric business guys, but like the good ones, they express their own brands by sending express and user contact emotions. First, the Jingdong CEO CEO, who has just been listed in the United States for billions of dollars, has personally sent three rounds of goods back to the store at the time of the 618 celebration, while the two is the 6th anniversary shop of the 1 shop in July 11th.

The sale of "P" is like "Feng Da" express, which is "breaking arm to survive" for everyone.

Data show that it ranked tenth in China's online retail market in the explosive development of the electricity supplier in 2013, with a market share of only 0.2%, while 2014Q1 China's online shopping market data showed that the market share of all customers was only 0.9%, Tmall accounted for more than half, Jingdong exceeded 20% - that is to say, the advantage of the super large B2C e-commerce platform is that it is difficult for all customers to surpass.

by the beginning of 2014, all customers had gone through 7 rounds of financing, totaling more than 500 million US dollars, but there was still no timetable for listing.

In the public's impression, apart from T-shirts, canvas, a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > and a vague marketing object of "all objects", the voice of customers is getting smaller and smaller. If it is not for Lei Jun to stand for it, everyone and age will soon be forgotten.

How did the guest fall from the top? We stroll along the following directions. How did the guest slow down the good cards?

Logistics: sell and lose the bridge connecting customers. /p >

P > express and service have brought good reputation to the early fans.

Van once was the first courier to allow customers to try on and pick up goods at home.

At that time, the general situation of electricity providers was to leave things behind by express delivery, and it was not so easy to return goods.

It brings a good experience to the users, and becomes a part of the core value of customers.

A 2012 electricity supplier data show that according to logistics speed ranking, all customers ranked third, next to Jingdong and Amazon.

logistics is not only a marketing magic weapon to connect users, but also has the long-term layout and ambition of logistics providers, including Jingdong, Amazon and Alibaba.

"P", of course, everyone knows the importance of express delivery, such as Feng Da Express has been known as "CEO customer's brand is difficult to split part".

In 2012, the logistics data provided by all customers were that the delivery volume of all customers accounted for over 90% of the total turnover. The rest of the delivery volume was mainly from the vertical electric providers such as Xiaomi and excellent purchase network.

At present, the total volume of customer service is only 10% of the total volume.

This may be one reason why Feng is anxious to be remarried.

ManagerShare+ point of view: in fact, for the electricity supplier, express delivery is not only simple delivery, but logistics is part of the product -- it connects customers with goods.

E-commerce self logistics, with its own temperature and characteristics, Amazon is constantly relying on Logistics Innovation to win customers and make marketing promotion.

Selling logistics is not the only direct contact with customers except merchandise.

Strategy: wobble, forget the good product of the initial heart /p >

P, founded in 2007, is a fast start of the Internet. The target audience is a group of urban white-collar workers who have certain requirements for fashion and quality after entering the workplace in the Internet era. They meet their needs of business and not so rigid "a target=" _blank "href=" //www.sjfzxm.com/ "dress" /a "demand, with polo shirts and shirts cut into.

By the age of good marketing, Lei Jun's momentum started rapidly, and its products extended to men's wear, women's wear, children's wear, footwear and accessories.

there is often a technical man in the Internet Co. There is a row of guest shirts and polo shirts in the wardrobe. "The quality is good and the match is good, so you don't need to worry about it."

And some fashion companies, small white-collar workers also recommend canvas shoes, "CONVERSE is no difference, it is also cheaper, white dirty dirty on the exchange is not heartache."

"P", "as an old user, my request is really simple, a really good white shirt!" 7 years after the founding of the founder and shareholder of the founder of Lei Jun in micro-blog this sentence, intended to wake up the original focus on making good products, because he has been strategically swayed several times.

In 2010, P realized sales of 2 billion yuan.

In March 2011, the year sales plan increased to 10 billion.

Obviously, the sale of a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > can not achieve this goal. Customers started the crazy expansion of the product line. According to media reports, "a few children after 80 will be able to open a new product line. At the most time, there are more than 30 product lines for everyone, not only a target=" _blank "href=" //www.sjfzxm.com/ "> clothing" no ", but also home appliances, digital, department stores -- anyway, opening a product line can increase sales of 50 million yuan.

Among them, the most famous is the story that all customers even sell mops.

"P > this time, all customers are keen to become a big business platform. Due to lack of experience and neglect of customer experience, inventory has increased substantially. There has been a rumor in the industry that the inventory of most customers has reached several hundred million, which is a nightmare for both traditional enterprises and electricity providers.

2012, the electricity and clothing industry collectively encountered cold winter, and the more than a year old inventories found fighting for more than a year, the importance of reshaping the product brand was reduced, so the product line and layoffs were reduced. But in March 2013, after helping Lining successfully digest the inventory, Chen's idea of making the product brand as the core customer service at the end of 2012 was left behind. He decided to learn vip.com to make a special sale platform and give away many popular website promotion positions to other clothing brands.

this swing was promptly stopped by the board of directors.

At the beginning of 2013, Lei Jun had a "drink" at a dinner party: "it's brothers who have to understand that the products of all customers are not good, and the attitude of customers is not good for them." after that, Lei Jun and Chen talked about seven or eight times. The result was that in September 2013, Chen returned to the brand strategy: the original 19 products were reduced to 7, 8 categories such as T-shirts, shirts, canvas shoes, down garments, and so on.

Chen Chunhua, a management scholar, reminds operators in the book "the essence of management". "Products are platforms for communication between enterprises and customers, and are also reasons for enterprises to exist in the market. If enterprises do not focus on this core layout and spend their minds elsewhere, they will surely lose their vitality."

ManagerShare+ point of view: obviously, the beginning of good product sweetness has not worked hard on the core elements of the product. Instead, it is making a swing between the fashion brands like UNIQLO and the platform electricity suppliers who sell all a target= "_blank" href= "//www.sjfzxm.com/" > brand clothing > /a. The result is, however, after repeated strategies, products and platforms have not been settled, and at the same time, they have been surpassed by strategic focus rivals.

marketing: the real product does not exist. How can the brand's hair be attached? /p >

for all customers, Cheng also marketing failure marketing.

On the one hand, everyone's successful marketing exposes the product's personality defects in consumers, but the more serious consequence is that in the aspect of operators, the inferiority of products is concealed by the aura of successful marketing.

1, marketing brand positioning and actual product dislocation.

with Han Han and Li Yuchun as spokesmen and creating the "all object" of the later generations. The brand connotation that van guest hopes to achieve is the fashionable and personalized new and new human being pursuing the costumes with high performance price ratio.

under the knife of Ogilvy creative director and remote mountain advertising partner Qiu Xinyu, "all objects" are hot on the Internet social media. This brand impression is realized, but the products of customers are really not strong enough. The fashion personalization pursued by the city literary and artistic fans represented by Han Han, Li Yuchun and Wang Luodan is far too far away, and they always get rid of the taste of the two or three line city cock silk youth.

2, the product failed to match the marketing capability.

the product line is too many, the operator pays less attention to the product from the strategic level, and loses effective monitoring of the quality. The supply chain of the customer is bound to be a problem.

Because of the lack of talents in traditional clothing industry, customers are weak in design, the whole garment production process, and the quality control of representative factories.

compared with the traditional clothing brand, taking design as an example, all customers only have a molding design team on canvas shoes, and other categories of clothing basically rely on buyers to purchase existing products from partners.

Even canvas shoes, all customers can only do some primary design such as vamp design, and it is impossible to design a brand new shoe last.

It is said that all guests did not have their own houses in the past, and only in June of 2013 did they rush to build the necessary infrastructure after the design of clothing and mass production.

ManagerShare+: product is the carrier of enterprise life and brand.

Products are closely related to marketing, and they interact with each other.

The advantage of the marketers in marketing gives it a sense of illusory achievement, and the good brand of the product is thrown away.

The product itself is not cool enough and fashion, and there is no follow up of the value of the product to follow up, the brand is empty, only a avant-garde shell.

strong > Market: the opponent is stronger, the target user runs /p >

Less than P, the competition environment has changed rapidly when customers are entangled in their own brands or platforms.

Internet fast fashion + basic fund competitors, Zara, UNIQLO international brand like a force, naturally than the customers have the appeal - before and after 2009, they are also sold through the Internet, and cash on delivery, door-to-door replacement, 30 days no reason to return goods and other advanced services, also become Jingdong, Tmall and other electricity providers routine services.

That is to say, the first advantage of customers who provide sales and services through the Internet has also failed.

Less than P, the customers who are very thin inside need to deal with such opponents as UNIQLO. They have been playing for life in physical stores, offline marketing, fabric technology, supply chain and so on, and have accumulated competitive advantages.

Not to mention that UNIQLO is not bad in marketing, it is trying hard to make use of new media marketing and internationalization design capabilities to adapt to the needs of users in the Internet era.

Zara keeps coming to fashion trends, and has never lost its keen sense of global fashion.

ManagerShare+: at this time, customers will not be able to pull back customers even if they return to the strategy of building good products, compressing product lines and quality and low cost, because the target customers of all customers, young people pursuing fashion and reasonable cost performance, have been spoiled by new competitors.

There are many young people in the two or three tier cities, who can not provide unique value for any class.

team: core team loss, Lei Jun platform is also difficult to save driving .

business problems often appear in the form of staff turnover. So do all customers. According to media reports, from the second half of 2011, Zhu Jiwen, vice president of marketing, Yang Fang, vice president of public relations Wu Sheng and other executives have left. In April 2013, Wang Chunhuan, the senior vice president of marketing, also announced that he was leaving. He was one of the 11 people who first started business together in April 2013.

That is to say, the marketing team that created the "object" has left everyone.

summed up, the advantage of all customers to fight Jiangshan has been dispelled, the express business has been sold, and the last good card has been lost.

Only relying on Lei Jun platform, can you save any guest who has nothing?