Lining Public Relations Says It Is Not Clear That Everyone Is In Arrears With Tens Of Millions Of Dollars.

　 Alleged delinquency in supplier accounts

Yesterday, reporters saw on Sina micro-blog, many real name plus V netizens said. Van guest There are problems with arrears, including model fees, makeup fees, etc.

A supplier told the media that it signed a contract with van customer's products in mid May this year, and the product was formally launched in June 17th. At that time, customers said that accounts would be closed every month. However, as of September 30th, no customer paid any money. During the National Day holiday this year, seven or eight businesses went to van guest company, but they failed to settle their accounts.

At the same time, more worded people pointed out that all customers owed Lining tens of millions of dollars, and the total amount of arrears of some customers was even $5 million. Yesterday, the business daily reporter confirmed the incident to Lining. Lining's public relations official said it was not clear. Yesterday, reporters learned from the Chongqing Internet Commerce Association that there are no enterprises in the association, and they have not received any feedback.

　　 Recent loss of executives and layoffs

The house is leaking for a rainy night. All customers have recently been exposed to executives leaving. Department layoffs Wait for news. At the beginning of this year, Vic's senior vice president Wang Chunhuan resigned. 1 months ago, vice president and Cui Xiaoqi, President of V+ mall, left after leaving. In the middle of September this year, the company moved to Yizhuang. Meanwhile, a person familiar with the matter told the media that the customer began to lay off another wave recently, claiming that the size of the original V+ team of more than 200 people has now been cut to more than 50 people. Moreover, despite the formal layoff compensation agreement between van and the dismissed employees, the employees have not yet received compensation.

In this regard, insiders also broke the news that before the move of customers, all customers are negotiating a new round of financing, and the amount of financing is about 200 million dollars. But the result is not yet known. Some analysts said that if the latest round of financing did not arrive, all customers would be faced with a funding strand break.

At the same time, there are four rumors that everyone will change hands. People in the industry pointed out that Lei Jun became the recipient of any customer. It is believed that the news came from an insider of van guest. He said that as an angel investor of any customer, Lei Jun would comfort the suppliers who owed the debt, and then judged that Lei Jun would appear at this time, or would take all the customers.

　　 Respond

Payment has been made the day before yesterday.

Yesterday, reporters interviewed everyone in the public relations, who said frankly that customers do have suppliers' accounts. This is due to the adjustment of the internal structure of customers, plus the move of van company in September, resulting in the slow payment of some suppliers' payment.

He said that in the past Saturday and Sunday, colleagues worked overtime to deal with the payment. "Since yesterday, payment has been made to some businesses." The source said that due to yesterday's Sunday, more payment will be launched this week.

He also said that all customers started the open platform only in May of this year, and businesses basically settled in June. The account period is now more than 3 months. Compared with some peers, suppliers generally have half a year or even a year's accounts, which are actually relatively normal.

For the above-mentioned layoffs, the official explained that in September, the company moved to the Yizhuang development zone near the southeast suburb of Beijing, and some colleagues left the company. The personage also introduced that at present, all customers are adjusting to V+, special sale and joint venture three departments. The original three departments are separately engaged in business invitation, and there are many duplicates in the resources. Now all customers will merge three departments into one business department, so there will be some personnel adjustment, the proportion will be around 20%.

Speaking of all those mentioned above, a new round of financing is being launched by Van customers.

It is not possible for an industry insider to report to a Commercial Daily reporter whether the Lei Jun will really take over any customers. He said, first, Lei Jun busy millet things are busy crazy; second, as the initial angel investors, Lei Jun has no shares in all customers, no reason to pay for themselves; third, from the mobile phone industry chain where millet is located, Lei Jun is not necessary to buy all customers.

　 investigation

Swinging around brands and channels two times a year to adjust strategy

Why a series of bad news about the genuine and fake customers has been exposed in recent days? Some people pointed out that this may be related to the two major strategic adjustments of customers in a year. This is the throb of multiple swings between channels and brands.

Reporters learned that from the beginning of this year, the original owner of the private brand of a large number of visitors to the third party platform resources, and V+ to get through. The reporter once inquired that under a certain category of van guest platform, the goods from the third party can reach 70%.

In addition, all customers also learned from vip.com to do a special sale, and announced that they wanted to be "online BELLE".

However, in September of this year, "everything object" appeared again in public. The Voice of China "Student endorsement, but also heavily laid outdoor advertising, on the customer page, the third party brand products have begun to slash, still to promote the main brand of fans. The publicist said that every customer's brand promotion would be done every year, but it was done in spring in the past year, but not in the autumn. He also stressed that everyone is signing a contract with 10 students of "good voice in China", but also a partner of "good voice" clothing and accessories, but not a sponsor of "good voice in China".

For this heavy advertising, does it mean that the company has adjusted its strategy from the open platform to its own brand. The public relations public denies the idea of abandoning the open platform. He said that only the early sale, joint venture and the original V+ team will be unified by the V+ team in charge of the third party brand business in the future. The future V+ will also enhance the depth cooperation with the clothing brand.

In fact, before the launch of the open platform in the first half of this year, van guest has been the biggest crisis since its establishment. Three years ago, every customer had set the target of selling billions of dollars annually. At this time, customers could not only buy stockings, masks, canvas shoes, and even buy kitchen knives, boards, mops and electric hotpot, but one day in 2011, CEO came to the warehouse, and in the corner he saw a pile of mops, and then he was furious. "Who will buy mops here?"

This directly resulted in a loss of nearly 600 million yuan in 2011 and a stock of more than 1 billion. After 2012 Clean up stock The company survived.

Li Weiyong, general manager and senior management consultant of Yi Rui management consultant Co., Ltd. said that only one year, the two adjustments were made by customers. Although everyone had strengthened the brand direction, the previous rash advance and the continuous adjustment in recent years have left everyone with a lot of trouble.

　 depth

Clothing industry needs to return to the brand itself.

Yesterday, Hong Bo, an Internet commentator, told reporters in an interview with a Commercial Daily that almost all customers made a mistake that could be committed by a start-up company, such as greedy pursuit, such as blind pursuit of speed. Hong Bo also said that in addition, the excessive adjustment of business is also a big problem. It seems that the capital chain of customers is a little tight, which may be related to the scale of the previous unrestrained.

Lu Zhenwang, an observer, also said that customers should focus on their own brands, and seize the brand positioning and do well in quality. In fact, for all customers, the better the upstream category is, the better the supply chain will be.

Lu Zhenwang said domestic clothing B2C On the one hand, sales are based on low prices. On the other hand, they rely on large-scale advertising marketing to exchange customers, too much marketing and neglect user experience. But in fact, the domestic marketing cost is generally high. Once the marketing input can not be replaced by the corresponding customers, the repeated purchase rate is low, and the enterprise will be caught in the embarrassment of low margin. If the enterprise is in a panic, the more money will be thrown into it, thus forming a vicious circle. Generally speaking, for independent clothing B2C, the repeat purchase rate is more than 60% to be reasonable, but now many can only stay at 30%.

On the other hand, the entire garment industry is facing unprecedented challenges. Data show that as of the end of 2012, the total inventory of apparel home textile plate exceeded 70 billion yuan, as of June this year, the stock of the 6 major sports brands in China is 3 billion 29 million yuan. In 2011, the van customer inventory was as high as 1 billion 445 million yuan. Then, on the way to clear inventory, we had to rely on large-scale clearance.

The industry said that the era of simple pursuit of quantity growth has gone forever, but to return to the brand itself. Most enterprises are also turning from product marketing to commodity marketing, and even cultural marketing, including Lining, PEAK and Smith Barney, has begun to explore the way of transformation.

"Lining is striving to transform the retail oriented business mode, that is, towards" fast fashion ". Lining, a public relations official, said.

Zhou Chengjian, chairman of the US bond, said that many brands in China were in the stage of plagiarism and imitation, but now they should enter the stage of creation. Before the opening up of the United States, the expansion of the stores was very fast.

Chongqing strong wave sports related official said, now in the field of clothing, simple discount and other marketing means have come to an end. Whether to get consumers' favor, the key lies in the quality and whether it has its own unique cultural connotations.