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Millet Into Capital To Save All Sincerity, Technology And Clothing Perfect Combination

2014/2/12 19:46:00 162

Xiaomi Lei Jun Fan Ke Pin Pin Chen Clothing Millet

"P" yesterday, everyone said that its new round of financing has been successful, and the leader is Lei Jun, founder of millet.

At the same time, Chen also revealed that the "millet" has become a new direction for the company's development.

However, how much this makes the industry wonder: can "Xiaomi" really save all customers?

van customer capital chain pressure

it is reported that Fan Cheng pin yesterday confirmed that a new round of investment has been completed, amounting to more than 100 million dollars.

it is reported that the current round of financing for all customers is led by the chairman and CEO Lei Jun of Xiaomi company. IDG, LIAN Tsai yuan, Sai Fu, Qiming, Temasek, CITIC, and Tong have all participated in the current round of investment.

This is the seventh round of financing since the establishment of P.

The first six rounds came from LIAN CE source and IDG, Softbank Sai Fu, Tiger Fund, Temasek and Jiali group, etc., totaling about $422 million.

So far, all customers have been financed 522 million US dollars.

"P" reported that since 2007, people started selling shirts with men's shirts, and by virtue of brand marketing and cost-effective products, they once created the myth of growth of Internet brands.

But since 2011, fan announced that it had missed the timing of listing because of the delay in the IPO plan due to problems such as capital market downturn and valuation.

Since then, worse and worse, customers have been swaying between branding and platform providers, and other businesses are threatening.

according to statistics released by the China Electronic Commerce Research Center (2013) (China) online retail market data monitoring, statistics show that in the Chinese B2C network retail market, the market share of all customer loyalty products has dropped sharply, accounting for only 0.8%, ranking down to tenth place.

And van before it ranked the top five.

Analysts believe that the root cause of the crisis is that customers have been hovering between brands and platform providers.

September 2013, all customers moved headquarters to Yizhuang Development Zone as a whole.

Fan CEO Chen called "too many vanity aura" and several office buildings were "very extravagant and wasteful".

At the same time, more than 20% layoffs were carried out.

However, these measures can not prevent everyone from getting into a new funding dilemma.

In October, all customers were caught in the "debt gate", which owed tens of millions of suppliers' money.

in addition, before and after the Spring Festival, customers also welcomed a batch of "leaving the tide".

From a departing employee's office, the reasons for the employee's choice of leaving are too remote after the relocation of the company, and not optimistic about the future.

"Compared with the largest number of people, it may have gone faster than half."

learn from millet.

under the background of internal and external pressure, it is not hard to see that the $100 million financing fund is indeed a "timely help for everyone".

In addition, the location of "millet" has attracted the attention of the industry.

according to news reports, the previous expansion due to over expansion led to the inventory clearing operation in 2012.

At present, the operation is basically over, but the weight-loss customer is standing at the crossroads again.

The above $100 million financing is a great urgency.

At the same time, it also makes the re positioning of customers more urgent.

report quoted the analysis of Wang Liyang, an e-commerce analyst, saying that today's customers have lost their aura.

In recent years, heavy marketing and light products, and the uncertainty of strategy in the process of heavy marketing led to the criticism of the customer mode, especially the rumors of tight capital chain, which led the industry to think that everyone went to the end of the road.

in the electronic business circle, the competition focus of the industry has changed from platform to ecosystem to mobile and social networking. However, in the background of the unsuccessful competition in the platform competition, customers are in constant swing.

and for the new location of van guest, the report also quoted Chen's revelation that everyone has found a new direction, that is, "millet".

As for the origin of this idea, it is mainly due to the old comrade in arms and investor Lei Jun.

In recent years, he has had many contacts with Lei Jun since last June.

Especially on the eve of the release of millet 3, Lei Jun seriously talked about millet product ideas and brand ideas, which directly related to the sharp adjustment of the following series of customers.

Adjust the core is "millet" seven character tactic thinking: focus, extreme, word of mouth, fast.

however, it is also reported that there is a price for all customers to learn from millet. There were 19 categories of fans who finally established T-shirts, shirts, trousers, canvas, a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > ultra thin down garments, POLO shirts, and other limited seven or eight categories.

Each division originally was responsible for production, marketing, procurement, and was responsible for product development only. The scope of authority was greatly reduced.

a former van guest employee said that the $100 million financing of Lei Jun's investment was a great benefit to all customers, so that employees who had experienced many adjustments and adjustments still had comfort in their hearts and helped the customers to stabilize their troops.

In another sense, new financing can effectively guarantee the efficiency and quality control of the entire production and supply chain of P, such as product design, raw material selection and factory production.

It is obvious that customers reduce their products and SKU, resulting in a sharp reduction in their purchases and a sharp decline in the voice of suppliers and factories, especially in factories.

the report also quoted a fan guest point of view that when customers are in the rising period, there are a large number of orders every year, suppliers and factories will not "Tucao" for all customers to depressurized goods and arrears of payments. But when customers reduce SKU, orders will be substantially reduced. It is impossible to have such a price before.

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"do not continue to supply, worry about customers pressing goods and arrears of the original money, and continue to supply and worry about what goods to buy."

These people said that after financing to account, we do not have these concerns for the time being, but the decline of the right to speak has also led to an increase in the cost of products per customer.

brand positioning is still a problem.

with the arrival of financing, the problem of tight capital chain has been alleviated, but it is worth noting that at present, there is no small problem in the accumulation of target customers and target customers.

reported that, once upon a time, young people used to buy online products on the Internet. In the streets and alleys of Beijing, it is a fashion to wear "a target=" _blank "href=" //www.sjfzxm.com/ "> clothes" /a ".

Nowadays, very few young people come out wearing clothes with customers' labels.

All customer products have been labeled "cock wire".

in that year, customers set up 29 yuan T-shirts and 59 yuan canvas shoes to support the performance of star products, and launched a comprehensive freight, 24 hours delivery, 30 days no reason to change freight, freight and so on.

Now, these measures help the customers to take off in 2010 and 2011, leaving behind obvious sequelae -- pulling down the taste of fan products.

P has asked Chen whether the low price strategy is the curse of today's customers. In this regard, Chen still affirmed the value of low price strategy.

A former fan middle level also pointed out that although low-priced products do not make money, they help customers win the market and get many new users.

Customers are subsidizing the market share to products and consumers, and it is also a good deal.

but there seems to be some different points of view.

The report quoted the analysis of Zhou Zhou hang of CEO, an easy to use vehicle. It said that customers made more difference and had cheaper products from 99 to 69 to 49 to 29.

Zhou hang said, "many colleagues in the company bought all products, but I bought them in the past. We don't think it's a shame to wear a customer. But at least you won't be proud of wearing the guest at all. It's rather troublesome if you want to pick all the guests."

a van guest investor also indicated that the people around have ever bought a customer, but often bought it once, and would not buy it for the second time. The biggest problem of all customers in the past was that they paid too much attention to the expansion of brand category, resulting in the weakening of brand tonality and the decline of product quality.

low price is not the only trouble for customers.

Reported that last year, all customers from VANCL own brand stores, become a collection of Giordano, KAPPA, Tonlion, Semir and many other third party brand hypermarkets, resulting in product positioning deviation.

Internet analyst Hong Bo bluntly pointed out that the customer brand positioning is becoming more and more blurred.

The familiar customers are getting farther and farther away.

however, it is worth mentioning that although the problems are numerous, the shareholders seem to be optimistic about the future of everyone.

News quoted a investor who participated in the investment of all customers, saying: "every guest as an Internet brand has irreplaceable value. The core team of the customer is stable and experienced, and has experienced many years of ups and downs.

Before all customers in the product is mainly to take volume, scale, resulting in unstable quality, future customers will have higher requirements for product quality.

P, executive director of Tau Road Research Institute, said that the value of the customer ecosystem is that it has created a brand new retail mode and has led the entire eco industrial chain.

Since last year, the pace of internationalization of the company has been accelerated. For example, in Bangladesh, such as a target= "_blank" href= "//www.sjfzxm.com/" > clothing "/a", enter the Vietnamese market, and set up warehousing and call centers in the local market.

In the future, these countries are likely to become an important new source of revenue for all customers.

and in Wang Liyang's view, van guest brand is encountering the dilemma of target customers.

Concretely speaking, the old customers who have accumulated in the early stage of their customers are gradually maturing. These users have undergone tremendous changes in both age and material conditions, and now they are beginning to be less connected with the brand positioning of customers, leading to their gradual departure from customers.

The accumulation of new users continues to wobble with customers and presents a serious lack of follow-up.

industry insiders point out that if customers want to return to the road of brand building, there are only two ways to go: first, choose Giordano mode, continue to move downwards, move from one and second tier cities to three or four tier cities; two, study UNIQLO, control industrial chain by controlling core technology, design, production and other processes.

can millet save all customers?

in fact, as far as last year, there were some spearheads against the problem of "millet".

The industry is more concerned about whether "millet" can become a "life-saving straw" to save everyone.

reported that Lei Jun's leadership at this time is considered to be a "rescue" for all guests and the old ones.

Two people worked together many years ago. In 2000, Lei Jun, President of Jinshan, invited Chen to set up an excellent network. Lei Jun was a shareholder, and served as vice president.

Later, excellence network was bought by Amazon for $75 million.

Lei Jun was once one of the early investors of van guest after he founded all customers.

anecdotal rumors that Lei Jun and Chen also had a deep talk last night, and Lei Jun shared 10 successful experiences of millet company, which had a profound impact on the past.

From the point of view of the recent renovation route of van guest, there is indeed a very heavy "millet" imprint.

reported that in January 2014, the feather and down quilt products launched by customers were followed by the "millet mode", which changed the "low quality and low price", and the two feather quilts were sold for 499 yuan and 999 yuan respectively.

In order to convey high-quality, non-toxic information, Chen himself drank a large cup of water that had been soaked down.

it is understood that after nearly a year's preparations, all customers will substantially reduce product categories and styles in 2014. At the same time, with the goal of improving quality and making top quality products, a series of high-quality single products such as sweaters, T-Shirts, shirts and sports trousers will be launched in spring and summer this year.

Fan said that the completion of the new round of financing has ensured the entire production supply chain effectively.

and investors can only hope for this attempt.

Tong Shihao, a former venture capital partner, said, "let's take a look. The way of playing millet has something in common with the previous game."

Yang Dong, a partner of Softbank Sai Fu investment fund, also said that customers have accumulated valuable experience over the past few years, and Chinese consumers are more tolerant. Now we can see whether customers can win the favor of Chinese consumers again.

reported that it is also a good time to brand.

CEO, Xing Kong Yu, said that Chinese consumers were only satisfied with eating and drinking enough. Now that consumption is upgrading, many people have different needs. Although customers have gone through a detour, they have accumulated a lot of experience, and there are still great opportunities to adjust. The biggest problem is the fierce competition in the field of clothing. How can customers break through the brand?

T. H. Capital (Tian Hao capital) CEO and chief analyst Hou Xiaotian also pointed out that the success of millet has objective reasons. It is to catch up with the historical period. When it comes to the outbreak of smart phone shipments and the mobile Internet, the brand in the clothing industry needs to be established for a long time. From the establishment to the real understanding, it needs a long process, and the idea of everyone learning millet mode is very good. The key is how to really implement and succeed.

Hou Xiaotian pointed out that for VC, of course, do not want to invest in the water, continue to insist on investing in all customers, may still hope that customers can do business is not the same as before, and then thrown to the market, the final listing or other institutions are unknown.