The Failure Of The Customer Crisis Will Be The Key To Success In The Next Three Months.

Everyone's express company is like Feng Da.

It is no news, but if Feng Da can only retreat to four cities in the north and Guangzhou, the number of layoffs is amazing.

In recent days, such as Feng Da insiders told Tencent technology, this year, such as wind business volume has shrunk dramatically, such as a site in Wuhan last year rush hour to send.

The order reached more than 300 orders, and now even more than 200 single days are few.

At present, Feng Da has laid off to more than 1000 people, only 1/3 of its peak.

According to Tencent technology understanding, such as wind up the early days of the establishment, all customers to express the cost of such as the wind is more than two times the ordinary third party express, but later on the support of wind is less and less, Feng Da courier originally 3.5 yuan per unit express fee in many places also dropped to 2 yuan.

According to another news, starting from May this year, Feng Da has been laying off workers and stations. Most of the businesses in nearly 30 cities have already been handed over to the third party logistics company, Bai Song logistics.

It is understood that Bai Song logistics has accepted the business of many cities as a result of the contract, because it has to shoulder its own profits and losses, so it is now working hard to develop the outsourcing business.

In addition, in 2011, the customer had set the target to set up 50 warehouses, but it began to brake from last year. At present, the warehouse of all customers has been reduced from 28 to 10.

Such as the wind's retreat, in fact, reflects the poor situation of customers.

Since last year's serious inventory problem, customers have been making internal adjustments. At present, the adjustment of customers is continuing.

Cost! Cost!

Last year, everyone sought to appear on the market but eventually failed.

Industry analysis, one is because

Not ideal, the stock market listing closed, the two is that the customers themselves still have many problems, and profits are far from being expected.

After that, all kinds of internal chaos were exposed. Chen (micro-blog) began to fire everywhere. The core adjustment strategy was to control costs and make profits as soon as possible.

In order to achieve the goal of the fourth quarter profit this year, customers mainly adopted three means, one is laying off staff and adjusting personnel structure, two is to slash advertising input, and three is to reduce its inventory pressure.

After adjustment, customers have established six major business units and seven small business units, reducing a large number of suppliers.

Analysts believe that customers adjust their organizational structure for two reasons: first, let departments perform their duties, and the Division has more rights to distribute the pressure to the business unit; two, optimize the supply chain, reduce inventory, because inventory is dynamic, even if there is no inventory problem at present, we should start with reducing inventory, otherwise inventory will only become more and more severe.

Reducing advertising input is considered the right approach.

A van before the staff said that due to previous large-scale expansion, at present, the main task of all customers is not to develop new users, but to increase the two purchase rate of old customers as much as possible.

A van guest executive also said that the advertisements that most customers stopped offering were mostly brand advertisements, and the advertising based on effect did not decrease. "Now there are tens of millions of dollars in monthly advertising investment."

But the reduction in advertising is not conducive to cleaning up inventories.

Lu Zhenwang, an e-commerce observer, said that the main way to clean up inventory at present is to rely on the main bus station. Because of the sharp reduction in advertising sales this year, the volume of website traffic has also declined and orders are decreasing.

He suggested that customers should clean up their inventory through third parties, such as group buying websites through third parties.

In fact, it is exactly what Van guest is doing.

For example, the public comment network is buying a shirt with a price of 99 yuan at 399 yuan.

But a clothing business operator believes that this phenomenon reflects that there is still a lot of pressure on customers.

"Regardless of the brand image, so much less than the official website price to buy groups, basically is in a desperate way."

A detail of cost control is that every customer has a large number of student users. So at the beginning of the development, it recruited a large number of campus agents, and gave a 20% sales share, and a 79 yuan shirt could get 15 yuan.

In 2010, many campus agents could easily earn three thousand or four thousand yuan per month.

But in the process of adjustment, it began to reduce the division of campus agents step by step.

A former van guest campus agent told Tencent technology that customers have reduced their share to around 5%, and almost all hot products have been labeled "special cases", which are divided into only 2% to 3%. Therefore, a large number of campus agents have abandoned their customers.

Will customers have the opportunity to become billions of companies?

Fortunately, though there are many difficulties at present, there is no competitor in the market who can compete with them.

Whether customers have opportunities to see whether they can solve their problems as soon as possible after competitors catch up.

The most serious problem facing customers is still inventory.

A clothing business operator said, for customers, not to let the inventory problem is more serious is victory.

It is really very difficult to reduce inventory in the sales of all customers, because to ensure a certain sales volume, there must be a certain inventory.

In order to avoid increasing inventory pressure and reducing the cost of inventory, there are not many new products on the market this year, and most of them take even the method of shortage and no replenishment.

According to people familiar with the matter, customers will sell their down coats again last autumn and winter. "It is said that the inventory of down coats last year was 2 hundred million."

Another challenge for fan is brand.

"Everyone in the world did develop well in 2010, and began to pay attention to brand development. This is a very right way.

But in 2011, in pursuit of scale, customers began to take a low price route, which seriously affected people's recognition of its brand.

This year it's hard to turn back. "

This is a summary of the current plight of all customers by a partner of a well-known venture capital project in China.

However, to solve the problem of human beings to a large extent, whether customers can finally get out of the predicament.

According to van staff's former staff, customers are not scientific in their employment.

In the early days of fan, most of the executives were excellent veterans, so many ideas still stayed on the Internet to buy books, but clothing and books were actually quite different.

During the period of rapid expansion, customers are also recruiting people at high speed.

According to a former employee of van guest, more than 100 new employees were recruited once a week during the rush hour.

Some even believe that there is a competition between departments.

Chen also said publicly that he started to reflect on all customers because he saw a lot of idle employees.

A former staff member said that some veterans did not understand the clothing industry, and some of their subordinates took advantage of this point to get a rebate from a joint supplier.

But because of the culture of the company, some people who know about the clothing industry have no chance to put forward their own ideas. Even if they put forward their own views, they can hardly be taken seriously.

Personnel is undoubtedly one of the key points of adjustment since last year, but there has also been overcorrection in the process of adjustment.

In order to adjust the internal structure and clarify responsibilities, there is an internal struggle inside all customers.

Vice President Wu Sheng (micro-blog), CFO Zhu Jiwen and vice president of brand marketing Yang Fang have left.

This chaos is also reflected in the wind.

Tencent science and technology know that there are "Shanxi Gang" in the wind, such as Wuhan, such as the wind has 11 managers, 10 of them are Shanxi people, eat together to speak Shanxi dialect.

A former employee like Feng said that the nepotism of such a countryman can ensure the absolute control and implementation of the policy on the one hand, but it is hard to avoid the phenomenon of cronyism or unclear responsibility.

Discordant voices also come from suppliers.

It is understood that in order to control inventory, customers are increasingly demanding on suppliers, and accounts are getting longer and longer.

Some people even suspect that there are some accounts for up to a year, and there are rumors that customers have defaulted on a supplier's 5 million payment, leading to the resignation of the general manager of the supplier.

However, an executive of van guest said that no customer would refuse to pay, unless the supplier violated the contract stipulations, such as tardiness, quality and so on.

It was reported by some media that the reason why Chen announced the acquisition of financing at the end of 2011 was largely to assure suppliers.

A van before the staff told Tencent Technology: "if customers do not improve in this autumn and winter, the next step suppliers will have to urge the debt."