In the post-epidemic era, the global economy will stagnate to varying degrees, and even some industries will go bankrupt. I believe that since the first half of this year, everyone has already felt the retaliatory consumption rumored by countless media before, and now no one is shouting. So, are we small and medium-sized enterprises just waiting for the state's relief food? I don't think this is realistic either. People always rely on their own, especially as small and medium-sized enterprises, we must change our thinking. Poverty means change. Then I'll introduce you to a light business model, which some people abroad call the fast fashion model. Maybe we can literally understand what fast fashion is. In fact, fast fashion can be simply understood as a fast food culture, a way to make a profit by selling a fast fashion element. Of course, if I say so, maybe you can't understand the characteristics of fast fashion models. In fact, the fast fashion mode has four characteristics. First, the first feature is the first word "fast" in fast fashion; The second feature is that the word "fashion" appears after fast fashion; The third feature is "cheap"; The fourth feature is "short cycle"; Let's talk about how these four characteristics are implemented in our business activities. First of all, the first feature of fast fashion is fast; If you are a short video producer, you will know very well that it takes only 48 hours on average for a hot spot to be fired and ignored. In these 48 hours, if you want to make money from it, you must have a keen sense of smell, smell what topic can become a climate, and make products quickly in an organized and planned way. For example, a few years ago, the phrase "Piggy Peggy's tattoo applauds people in society" spread all over the country. At the same time, all kinds of derivative products of Piggy Peggy are overwhelming on the platforms of Tik Tok and Aauto faster, especially Piggy Peggy's milk watch, and Taobao merchants even sell out of stock. Including all kinds of limited mobile phone cases, it can sell tens of thousands a day. You may wonder why our warehouse has such a large inventory, but in fact, many online celebrity products come down from the production line and go directly to the logistics link. /kloc-within 0/2 hours, there is no warehousing link from receiving orders to packaging and express delivery, and to the hands of consumers the next day. In fact, China has almost created the ultimate speed of the supply chain. From hot spot mining, to planning, to design, to proofing, to mass production, to shelves, to distribution, it only takes a few hours at the earliest. Some products can even be out of stock, which greatly reduces business risks. I have a student who specializes in mug business. He can make custom patterns for you free of charge, including engraving and printing patterns on mugs. If you want a large quantity, it can be delivered to the site within 30 minutes. Once they received a job to sell commemorative mugs at the entrance of a live concert of stars, and the photographer took photos and sent them directly. They sprayed them directly on the cups, and every photo was taken. The second feature of fast fashion is fashion; In fact, the fast fashion here is fake fashion. Fast fashion never creates fashion, but follows it. Where there is wind, he will fall, and where there is heat, he will go. In short, you shouldn't expect fast fashion to lead innovation. At most, we just use the name of innovation to graft marketable products with the help of current influence. For example, in the 20021Alaska High-level Dialogue between China and the United States, the Chinese representative said what China people always wanted to say in the face of American aggression, and this sentence rushed to the hot search in less than four hours. 18 hours later, printed on a T-shirt and sold instantly. Many young people are scrambling to buy, and even many netizens buy under the link. For example, 202 1, a word rushed to the hot search, that is, "Juezi". Originally, this word was used to describe people's great or great sigh about something, but many businessmen found the value of this word, such as Juezi fried rice, Juezi barbecued buns, Juezi milk tea, Juezi skin cream and Juezi mask, which filled the city with it. Especially for e-commerce, adding keywords to goods must not lose unique words. Maybe you think you are not interested in following the trend, but when a hot word can help you bring goods, you have no choice. Because fast fashion always goes with the flow, sometimes you have to adapt to this change. Only by being one step ahead can we win more people. The third feature of fast fashion is cheap; That is to say, the threshold for consumers to participate is very low, especially during the epidemic, which leads to the suspension of production and shutdown of many industries, making it difficult for young consumers to have a lot of spare money for high consumption, while fast fashion has given them an affordable fashion, because the products or services provided by fast fashion are not very exquisite, and this fashion does not need careful planning, or even packaging of any culture and brand, as long as it conforms to freshness and novelty, as long as it conforms to the aesthetics and taste pursued by consumers. The most typical one is Wenchuang ice cream, which is a derivative product of tourist attractions. He sells ice cream in the form of local attractions. The selling point is to take photos and punch in. An ice cream may cost 5 yuan, but Wenchuang ice cream can be sold for 30 to 40 yuan, but even so, for other extensions of the scenic spot, the price of Wenchuang ice cream is still cheap. After all, it is not expensive for young people to buy a 30-40-year-old posing prop. The important thing is that this is the fast fashion he can afford. The fourth feature of fast fashion is short cycle; A concerned friend may realize that no one is talking about any of the hot spots I mentioned above today. After all, he is not really fashionable, let alone culture. He is a group activity at most, and it will be over when the activity is over. Therefore, fast fashion-oriented entrepreneurship and business must not be re-invested, because once the hot spots pass, what cannot be sold is inventory. The most typical is the fashion brand Zara, whose products always follow the principle of fast fashion. All its new products come from various references. Their designers will not put innovation first, but hunger and thirst marketing first, because Zara produces new products every day, and no matter how good the new products sell, they will never have any classic models for this, because they know that consumers must know the value of scarcity, as long as you don't buy them now. I may never get it again. It is precisely because of this that consumers in Zara stores will basically not wait for it to cut prices. As long as they like it, consumers will decide to buy. So we talked about the four characteristics of fast fashion above. Maybe many business people can't accept this. They are uneducated and rely entirely on speculation to do business. But the reality is that fast fashion is a kind of culture. Fast people can survive, make money and seize opportunities in the market. In order to be quick, the operators of enterprises must be agile, sensitive and keen. They should fully feel the emotions of consumers in the market. As long as it is something that consumers feel strongly about, it can be productized by enterprises, and this process is not only fast, but also acceptable and consumed by consumers. Of course, the consumer market is faster than turning pages. Today may still be your chance, but tomorrow you will fall off the altar. Therefore, to do fast and fashionable business, we must control our inventory very carefully. In order to ensure profit and cash flow, you should learn to control the supply chain and delivery speed in real time, so as to reduce your business risk. The above content comes from the practical course "Business Model Upgrade and Marketing Growth and Innovation". The course content not only includes marketing planning, business model, product sales and team management, but also involves a large number of real cases and practical methods. The course content will be constantly updated, and each episode can help you improve your cognition and ability. I believe that if you can finish learning these contents, you will definitely find the breakthrough point of performance.