Reborn Entrepreneurial Giant

Xiangyun raised a large amount of money in the A-share market and started investing in offline channels. Lai Shixian may have path dependence and attaches great importance to the role of channels, and adopts the traditional ordering model, producing a large number of products and sending them to stores, resulting in high inventory.

It’s not that the ordering model is so backward. It’s about analyzing the business operation and industry development. Anyway, it’s not so compatible with Xiangyun’s e-commerce-based model. Qu Li and the others emphasized high turnover rate at the beginning, but now they are going backwards, and many people I have opinions on Lai Shixian.

Everyone makes mistakes, the important thing is to see whether he can take this responsibility, or whether the company can bear the price of making mistakes. Not daring to make mistakes is actually not daring to take risks and not taking responsibility, which is unqualified for corporate management .

Lai Shixian was able to firmly implement the star strategy of offline channel expansion and brand alliance in Xiangyun, which has achieved initial results, and the proportion of offline revenue has increased significantly.

Faced with Qu Li's criticism, Lai Shixian carefully explained the purpose of his various measures, which sounded reasonable at first glance and indeed met the current needs.

"You ignore the changes in the industry. How many years has the domestic apparel retail industry maintained a 25% high-speed development? Is the industry cycle approaching? With so many new entrants in this industry, will the entire industry face a reshuffle? The key to winning What will it be?" Qu Li, he is no stranger to the clothing industry, he has witnessed the rise of Rongmei, Handu Yishe, Yinman, and Qigege, and he knows more about the outbreak of shein.

If the entire apparel industry was in short supply in 2011, and the growth rate of the entire industry was 25% every year, then it dropped rapidly after 2011, down to about 10%. The period from 2011 to 2018 is the era of traffic, and the addition of Internet traffic to product power is the key to success.

Qu Li and Lai Shixian communicated for several days, starting from the consumption upgrading and transformation that the country is going through, and the society is gradually showing an M-type split, the differentiation of consumer demand is intensifying, and the market is "hot at both ends and cold in the middle", that is, Low-priced products with extreme cost performance, and high-priced products with brand culture and spiritual connotation. More intuitively speaking: the demand for cheap street stalls and high-priced luxury goods is exploding.

Therefore, it is temporarily impossible for Xiangyun to imitate Uniqlo to adopt the basic style model, including the later Fancl Eslite, and later, with the support of Xiaomi, it made a single-product hot style model, which has a bird's eye. After the epidemic is over, more than 100 million middle-class people will realize the reality, and there should be basic brands with high cost performance in China.

Under the guidance of this idea, consumers are more willing to pay for product differentiation, technological sense, and functionality, as well as extremely high spiritual additional attributes, such as lifestyle, emotional consensus, social responsibility, and social expression.

"So while we continue the celebrity strategy, we can sponsor more niche brands, add extreme sports, and develop outdoor brands..." This is Qu Li's routine, using niche products to establish a strong reputation and mass products to make money.

Lai Shixian recognized Qu Li's views, listened to his opinions, and expressed his willingness to improve. Most successful people can listen to what is useful to him, or it is more pragmatic. Xiangyun is based on informatization, and the sales information of all stores is networked. It has changed from an order system to a distribution system. Direct sales and dealers are treated equally without discrimination. Production is determined by sales. In the future, it will increase product forecasting capabilities and reduce channel pressure. In turn, it forces the foundry to carry out the transformation of flexible production...

All kinds of changes involve corporate culture. For example, as long as the companies related to Quli are implementing the principle of non-discriminatory pricing, including Jumei’s own brand, in the external publicity, Riyue Fenghua promised domestic sales and foreign export products maintained the same quality.

Therefore, although the casual retail price of koala food is high, the sales volume is very good and there are many repeat customers, including the milk powder that Feihe manufactures for koala.

Non-discriminatory pricing is something that a former state-owned enterprise could not even think about. Qu Li played like this and publicized it everywhere. It can be said that it is for the promotion of the brand image, or it can be said to mean something else.

Pricing is only one part of brand building. Xiangyun still has a lot to do, and it needs long-term persistence. Some things cannot be seen in the short term. It is difficult to quantify, but they are indispensable. These are things that men of science and technology cannot understand. There are too few talented people.

Although Qu Li also has an engineering background, who made him a "literati" in his life, who likes to make up some empty things. Anyway, no one can verify it, and there is no need for anyone to claim or provide evidence.

After harming Xiangyun, Qu Li came to Fenghua International under the encouragement of Chen Danlin. The main business is women's clothing, only the Danlin brand. In addition to the e-commerce business, there was originally a physical store in Yangcheng. I don't know whether it is a loss or a profit. I can't figure it out, so I shut it down.

The outside world is quite critical of Qu Li and Chen Danlin's acquisition of Fenghua International. It's not that they took advantage of Jumei, but that the two brands on which they made their fortunes were both spun off from Jumei. What does this mean? It shows that Qu Li brags on the central stage, but he doesn't believe it himself, and wants to fool others.

Some people think that Fanke Chen Nian is right. Jumei is no longer Jumei as it used to be. It has no soul. Uh, what is the soul of Jumei?

The two came to Fenghua International's newly rented office building together to learn about the operation details of the Danlin brand. Well, in fact, they are very clear about Danlin's situation. Chen Danlin just feels unwilling and feels that the company is not running well.

Qu Li also realized that it is too early to do fast fashion in one step, and it is better to work steadily, which can increase the probability of success. So he talked about the methodology he talked about in Xiangyun and Lai Shixian.

After simplification, it is to differentiate and increase emotional resonance.

"Don't be so mysterious, tell me how to do it." Chen Danlin, who was originally gentle and gentle, suddenly lost her temper, which caught Qu Li by surprise, thinking that she was pregnant...

"Insist on making high-quality products, reduce the requirements for style and speed, for example, first, only 100 new models will be launched in a month, and 100 models will be added every quarter, and Internet celebrities will be invited to endorse..." Qu Li summed up the method

100 new styles per month will be 1200 new styles per year. This speed is too slow. According to this plan, after 5 years, an average of 2000 new styles will be launched every month, and 24,000 new styles will be released a year, which is faster than the 30,000 new styles of Handu Yishe. At least, Shein launches 150,000 new models a year, so Qu Li's request is not difficult to achieve.

"It can't be done, it can't be done." Liu Shulian directly refused this outrageous request without the boss of the design department asking.

Qu Li is a little strange, obviously decided on the fast fashion line at the beginning of Danlin's establishment, what is going on now? He soon realized that no one took his words seriously, and that fast fashion was still an anomaly at this time, and it was too difficult to realize it.

"I'm not asking for your opinion, this matter must be done..." Qu Li once again realized that no matter how correct the strategic decision is, everything is empty talk if the implementation is not in place.

"..." Liu Shulian's complexion changed, and she didn't dare to get angry in front of Qu Li after all.