Rebirth: I Want to Surf

In the evening, Shanghai.

When He Xiaoyu came back from get off work, she stopped by to buy groceries, made something to eat, and then continued to work.

She is 26 years old and works as a customer service in a game company. The customer service must be on duty 24 hours a day. She is often on the night shift at night, until 12 o'clock, and then handed over to the successor colleague.

Hard work is a bit hard, but the game industry has leapt in recent years, and a successful game can support a company. She has been working hard for several years, her income is not bad, she has little savings, and her long-term goal is to buy a house.

The housing prices in Shanghai in 2006 did not make people despair.

It is said that he is on night shift, but most of the time he has nothing to do, so he is idle. He Xiaoyu was operating the computer, turning her head to look at the TV from time to time, and the title of "The Legend of Condor Heroes" was playing on the TV.

Zhang Jingying's full voice: "This life is crazy because of you, this love is unparalleled in the world, if there is still a caring wandering..."

Last year, Super Girl became popular all over the country, and He Xiaoyu inevitably fell into it, but she was chasing after Li Yuchun, so she can only say that she is okay with Zhang Liangying.

There was a lot of trouble when the two switched to the company, but fortunately, the new owner was very powerful, with resources one after another, as fans, they were very satisfied.

As for this drama, He Xiaoyu curled her lips, she was nothing but Liu Yifei.

Huang Xiaoming is old and oily, he seems to have a different generation with Liu Yifei... Oh, the one who plays Guo Xiang is also good, I forgot his name, he seems to have a square face.

"..."

Watching it in this way, "The Legend of Condor Heroes" was halfway through the broadcast, and when it was at a critical point in the plot, it started to insert advertisements.

He Xiaoyu didn't fluctuate because it was the advertisement of idol Li Yuchun.

I saw Li Yuchun walking on the street wearing a T-shirt, jeans, and canvas shoes. As the street scene changes, the clothes are constantly changing, with various beautiful patterns and colors, and the canvas shoes on the feet are changed. Handsome colorful patterns on shoes.

"I don't blindly pursue big names. I speak for myself. I am Li Yuchun...I am Mike!"

He Xiaoyu saw this ad for the first time and immediately boarded Maimai.

When I voted for Supergirl, I registered with Maimai, and then formed a support group, and I have been using it all the time—because Maimai’s group is free.

After swiping the page, it shows:

Li Yuchun Support Club Shanghai 1 is full!

Li Yuchun Support Club Shanghai 2 is full!

...

Li Yuchun Fan Club Shanghai 6, 15022846!

Many people hate Li Yuchun, but in the entertainment circle that constantly breaks through the lower limit, he is a clear stream. The fans don't push back, and they still have positive energy. They donate to public welfare every idol's birthday, and they have persisted for more than ten years.

He Xiaoyu entered the group, which has already discussed it.

"I want Chunchun's same style of shoes!"

"I want too!"

"I went to see it just now, and it will be online in two days. That model only sells 10,000 pairs, and the pre-orders are gone."

"What's enough for ten thousand pairs, stingy!"

"I've seen it too, and the other models look good too. I couldn't resist buying two pairs and a bunch of clothes. Now I'm feeling annoyed..."

These fans range from business elites to middle school students. He Xiaoyu is quite representative, with a relatively independent economy and certain spending power.

She is an Internet hacker with no fixed base, and dozens of accounts are evenly distributed.

Seeing people mentioning it, he ran to Maiwo Mall, where the words "Duck's mouth is hard" hung on the front page, and thought for a while: Oh, Taobao is now engaged in bidding rankings, and it is in a scuffle.

She didn't care about this, looked again and found a promotion.

"59 yuan canvas shoes! Free shipping! Cash on delivery is supported! Try them on on the spot! Unconditional returns!"

"Buy two T-shirts and get one free!"

"Crazy summer, heat wave is coming!"

Li Yuchun's shoes of the same style have already been pre-ordered, but other styles are not bad, there are as many as twenty kinds of sky blue, dark blue, red, pink, orange, brown, black, white, plaid, stitching patterns, etc., each The species is divided into high-top and low-top.

Wow!

He Xiaoyu has never seen such a battle in Taobao. It is not about the number, but "concentrated" and "unified" in front of consumers. There is nothing messy, just selling canvas shoes!

Invisibly, she made some comparisons and felt that this was very convenient.

Taobao is too messy, and every time I feel like I don’t know which one to choose.

She looked at them for a long time, and found that they were all beautiful, so she chose two pairs, one pair of red short tops and one pair of plaid high tops.

After that, she went to look at T-shirts, which were classified in more detail, solid color, splicing, letter patterns, cartoon patterns, couple shirts... Buy two and get one free.

He Xiaoyu chose three pieces, including shoes, a total of 176 yuan.

She doesn't think about anything, it's just an ordinary online shopping, and from the moment she takes the photo, the order is fed back to the background in time, and then aggregated to a processing center.

This center will analyze the shipment fluctuation of each product, logistics capacity, market demand, etc. to a certain extent, and at the same time classify the orders in detail and present them on the staff's computer.

At the beginning, Yao Yuan recruited Li University from Tianji.com as the CTO (Chief Technology Officer) of the mall, and then conspired with Xiong Xiaoge to recruit a guy named Jiang Haidong to be responsible for building the supply chain system.

Historically, Jiang Haidong should have joined Amazon Excellence, but was poached by JD.com. After leaving JD.com, he went to Vipshop... Now he has not yet joined Excellence, and was directly snatched by Yao Yuan with a high salary.

Yao Yuan has stockpiled several high-level technical talents, enough for current use.

What he lacks most is senior management talents. He can't always rely on Jiajia, Liu Qiangdong, Sun Jun, or the young Cheng Wei. It will exhaust them to death.

So I've been looking.

Having said that, the goal of Maike Eslite is fast fashion, low price, more styles and less quantity.

Taking ZARA as an example, from demand research, creativity, planning, design, proofing, production, logistics to shelf, the shortest product development cycle is only 14 days.

More than 12,000-20,000 designs are launched every year, and new products are replaced twice a week on average, and clothing rarely stays for more than a month.

Some styles sell particularly well, and they are not replenished.

Because it wants to make customers feel: I am interested in a piece of clothing, but I hesitate, and the result will be gone next time - it is also a means of hunger marketing.

But this is because young people have a more mature fashion concept and there are many physical stores, Maike Eslite cannot do this.

When a product became popular, I chose to take it off the shelves to cultivate customers' hunger psychology. This is not called marketing, but mental retardation-it's just starting, and sales volume is the kingly way.

Li Yuchun's same style of shoes does not count, this is originally a limited edition.

In short, when Taobao was criticized for attracting wealth and treasure, Maike Eslite launched 40 styles (high top and low top) canvas shoes, hundreds of T-shirts and shorts, and the discount lasted throughout the summer.

Ads are bombarded in the media.

"Mai Ke Ti" quickly became popular on the Internet, and netizens happily made various adaptations:

"Make music, make digital

I'm like a filmmaker, I'm a concertgoer

I'm not a giant, I'm Meizu

I am different, I'm MEIZU! "

"Love Quyi, Love Crosstalk

I love the sky-high price, and I also love the 20 yuan Tianqiaole

I'm not a master, nor a vulgar person

I am Guo Degang, I am not mainstream! "

Or cynicism, or humor, but also warm and touching.

Sun Jun is a person with a very high market acumen. He saw a post that said: "I'm thinking about whether to design one for my dad and print it on a T-shirt as a birthday present. I feel a little ashamed."

After reading it, he decisively ordered: "Add 999 T-shirts with Mai Kezi printed on it, just use the 'post-80s' one, find that netizen, and we will give him the copyright fee!"

"Then do you want to open a customized service, let netizens design copywriting, and we help make it?"

"No need!"

Sun Jun refused without even thinking about it, and said with a smile, "Chinese people are not good at expressing emotion. The so-called customized service may receive some orders, but most people will definitely not consume it. The price/performance ratio is too low!"

"Then why do you want to print another batch?" The subordinates were puzzled.

"We are in fast fashion, and what we want is timeliness. Think about it, today Mai Ke is popular, and tomorrow or the day after tomorrow you open the mall and find that this dress is actually new, how do you feel?"

"Fast fashion is also a concept that needs to be popularized by us."

(besides……)