Clothing Tiancheng Du Lijiang: Focus on what you are good at, and deeply cultivate the whole industry chain clothing

Clothes are naturally made

At the beginning of his business, surpassing Vanke and Uniqlo was his ultimate goal. From 2009 to 2011, every object was in full swing, and the number of employees in its heyday was more than 10000. The sales volume in 2011 was nearly 2 billion yuan, and it was submitted for listing approval in November of the same year.

Now, the ordinary guest is no longer the ordinary guest he appreciated in the past.

"What would you do if you came to manage Vanke?" Yiou asked.

"I don't know if Fanke still has money and resources. If so, I will put all the money and resources together to build a new brand." Du Lijiang, founder of Clothing Tiancheng, said with a smile.

"My management is definitely better than my old age, not because of my ability, but because my old age has been connected with Vanke. Vanke has a relatively low-end image and failed brand imprint in the user's mind. Let alone Vanke, it is also a huge burden for my old age. Therefore, I want to put aside the relationship with my old age and Vanke and build a new brand." He told Yiou.

Now, he focuses on what he is good at and deepens into the whole industry chain clothing.

Taobao brand carried out in black sacks after many setbacks

Du Lijiang, who was born in technology, resigned from TOP Sales of a foreign company at the end of 2007 to establish a market store. In 2008, the heavy snow disaster that affected more than 20 provinces in the country made his goods unable to be shipped, resulting in overstock and forced him to close down.

In the middle of 2008, he decided to rally.

He has not been in the clothing industry for a long time. He used to go shopping in Hangzhou Sijiqing Clothing Wholesale Market with a black sack in his eyes. In addition, I don't know much about styles and fashions. I mainly look at what sells well on Taobao and the market. I only guarantee that the goods I buy are popular and basic.

In the second half of 2009, he began to transform again. As a native of Xiaoshan, Hangzhou, he was in the agency processing factory near Hangzhou. Finally, he talked about the Hangzhou Xiaoshan down jacket processing factory and began to customize down jackets. It is a challenge for him to find a factory for the first time and place at least 2000 orders. In order to ensure quality, he hired an old factory director to supervise the factory, so he took the first step of factory OEM.

Having the experience of making down jacket first and thinking about the long-term development, Du Lijiang chose to "transform" on the basis of seeing that there are many unstable factors in the clothing market, such as product homogeneity, intellectual property disputes and other issues, focusing on casual and simple men's wear, taking the basic style, and targeting the young group between the ages of 20 and 30.

At the beginning of 2010, "clothing Tiancheng Taobao flagship store" opened.

Promote strengths and avoid weaknesses. Choose to do what you are best at

"How do you think about company operation?"

"First of all, strategy is the first step. It should be half a step earlier than others, not one step earlier. If it is too early, it will become a pioneer or a martyr, but it will not be known later. Therefore, Clothing Tiancheng has done a little earlier in the transformation; second, execution. When the opportunity comes, I will concentrate on the company to keep up with the new changes." He said slowly.

In 2010, Taobao Mall was founded less than two years ago, and the "Double 11" activity day had just begun less than one year. In 2010, the daily trading volume of Taobao "Double 11" was only 940 million yuan. During this period, Taobao Mall needed to find more sellers.

"At that time, Taobao was willing to promote some potential brands, and we also happened to catch up and seize the dividend."

However, as users change from an incremental market to a stock market, after Taobao's online brand investment tends to be saturated, Internet traffic peaks, and Taobao and population dividends disappear.

"The pattern of traditional e-commerce platforms has settled down, with Taobao JD.com in the front and Tencent in the back. It is difficult for traditional e-commerce platforms. But e-commerce platforms with such group background as NetEase, which relies on very large traffic, may also rise, but there are not many such companies," he told Yiou, "Now you have either a 'father' or a 'father', like JD.com to Tencent, or it is difficult for traditional e-commerce platforms to rise again."

After returning to the content era, although he is optimistic about the new social e-commerce channel, he believes that it is not his specialty, and the competition is also fierce. He said, "We still do a good job in clothing. Users are gathered by the people they are good at. When users come to the platform, we will do the best in the demand service in the clothing field."

Under the new retail, transform clothing focusing on the whole industrial chain

Self-built logistics to cope with changes

"When I heard Ma Yun say that there will be no e-commerce in the next twenty or thirty years, only new retail, I was a little nervous."

Handu Yishe has transformed from a Taobao brand to an Internet brand operator, and Inman has cut into the layout of offline stores with a lifestyle. The change in the market pattern also has to make Du Lijiang think about the direction of the clothing Tiancheng, which has been established for seven years, will develop.

Before the interview, Yiou went to many places in the country to do one thing - strengthen the supply chain capacity.

He told Yiou, "We will build our own storage center and logistics base. It is expected that the first central warehouse will be built with an area of 100000 square meters, and more than 200000 square meters will be built in two to three years. If there is 200000 square meters, it can support sales of about 5 billion yuan. In addition, customer service centers will also be built in relatively intensive areas to improve online user experience."

Transformation under new retail

He believes that new retail is "more efficient retail".

"Whether it is self-built logistics or offline layout, improving efficiency is the key. What we need to do is not only the back-end supply chain, but also the in-depth focus on the clothing industry and the whole industry chain clothing."

He introduced the transformation of clothing Tiancheng to Yiou from three aspects:

1. Make clothing throughout the industry chain. He believes that it is impossible to talk about marketing and retail without the industrial chain. The company can only provide value in the clothing industry after overall consideration from the design end, supply chain to operation;

2. Today's users are hard to be impressed. They are also integrating the brands that the company can produce to meet the trend of content building, for example, in terms of brand, operation, CRM and products;

3. Cross-border marketing integration. They continue to break through traditional marketing methods, seek various cross-border alliances, and use new forms of marketing such as new media, video, live broadcast, and talent. The all-star lineup of Clothing Tiancheng Group - Angelababy, Wu Lei, Du Juan, Song Jia, Tang Yixin.

Reconstruct the clothing industry chain

"After all, it is from scratch. There is still a lot of pressure in all aspects. We should continue to cope with new challenges."

The problems in the clothing industry need to be reformed in a timely manner, and he believes that the essence of the reform is the contradiction between the supply-side products and consumer demand. He said that there are three factors that affect the high shopping cost of front-end users and the low net profit of back-end supply chain: 1. The gross profit of seller's market is very high and the net profit rate is very low; 2. There are multiple agents in the middle, with high development costs and low shopping efficiency; 3. There may be a large inventory risk.

He believes that in the clothing industry, there are two ways and five aspects of supply-side reform.

There are two ways to reform the supply side: the first is invention. In the clothing industry, you can do 3D printing, wearable devices, and of course, some new materials; The other is to achieve the goal of supply-side reform through the restructuring of the industrial chain.

"I don't think our company has the ability in the first aspect, namely, invention and creation. We don't have the conditions, so we may still need to think of ways to restructure the industrial chain."

The positioning and strategy of Garment Tiancheng is very clear, which is "multi-brand front-end and desktop industrial chain". Specifically, it can be divided into five aspects: the first is the reconstruction of product development, the second is the reconstruction of brand building, the third is the reconstruction of channel operation, the fourth is the reconstruction of supply chain, and the fifth is the reconstruction of service process.

➔ Postscript

Although the competition in the clothing industry is fierce, Du Lijiang believes that the market of the clothing industry is large enough and the brands are scattered, so it is basically impossible to have a monopoly.

He introduced that unlike Uniqlo, Zara and H&M in the world, clothes Tiancheng is a multi-brand company. Although it can't compete with international brands in terms of volume, he hopes to defeat them through multi-brands.

At present, the company has nine major brands for different groups, different needs and different styles of clothing products, such as Tiancheng EPTISON, Shengfang SEENFAAN, Miranda MEETLADY, Duibai, KOJO, and Luxury SOUREPOSE.

The personalized needs of consumers are increasingly prominent, and "personalized customization" has become one of the directions that the clothing industry is gradually trying to layout.

He said that they would not do personalized customization that is more high-end and less luxurious, but they are doing personalized brand building based on personalized needs. In terms of products, they will develop according to different groups of people, produce on a small scale, update quickly, and optimize the product mix after data analysis to meet personalized needs.

He disclosed to Yiou that Tiancheng, a clothing company with zero financing, was preparing to enter the capital market and was expected to submit an application in 2019. (Author: Guo Zhifu)

Source: Yiou Network