《我的回忆录》10.12｜扩张不是奖励，而是风险

很多时候，人不是在低谷犯错，而是在开始好转的时候。经历了连续2个圣诞的销售高峰，我们的业务看起来已经进入“正循环”：

-有稳定的供货商

-客户开始接受我们的产品和价格

-团队也可以复制

-开店流程越来越熟练

一切都在告诉我：可以开始扩张了！但我忽略了一件更重要的事情：这个生意，本质上是季节性的。而我，并没有真正解决这个问题。现在回头看，当时其实有很多可以做的优化：

-用季节性推广和新品节奏去平衡销售波动

-用折扣周期清理过季库存，提高现金流

-建立库存监控机制，确保热销产品不断货

-以及最重要的：Online！Online！Online！我当时几乎完全忽略了这一点

🚨 但我没有做这些，而是选择了更“看起来正确”的路径：快速扩张。

时间来到2018年圣诞，在供货稳定、采购增加、团队顺畅的情况下，我开始准备开分店。当时我认为：供应链已经没问题了、客户已经接受了、员工可以复制、我也“学会了”开店

但后来我才明白：

👉 扩张不是奖励，而是另一种风险。

👉 复制不是重复，而是“在不同环境下重新做一遍”。

如果没有根据不同位置、人群、结构去调整，那结果其实很简单：

⚠️ 亏钱，是必然的。如果你正在考虑扩张，你要问的不是：

👉 “我能不能开更多店？”

而是：

👉 “我现在的模式，是否经得起复制？”

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《我的回忆录》10.12，是我初期开店阶段的一个阶段性结束。

下一篇 《我的回忆录》01.11，将开启另一段零售扩张旅程。会更痛苦，但也会带来一次更系统的认知升级。—— Lily

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《Memoir Series》10.12 | Expansion Is Not a Reward ,It’s a Risk

Very often, mistakes are not made at the lowest point ,they happen when things start to get better. After two consecutive Christmas peaks, our business seemed to have entered a “positive cycle”:

-Stable suppliers

-Growing customer acceptance of our current products and RRP

-A team that could be replicated

-Increasingly efficient store-opening processes

Everything was telling me: it was time to expand.

But I overlooked something more important: the business was fundamentally seasonal. And I hadn’t truly solved that problem. Looking back, there were many optimisations we could have made:

-Using seasonal campaigns and product launches to balance sales fluctuations

-Clearing off-season inventory through discount cycles to improve cash flow

-Building inventory monitoring systems to maintain availability of bestsellers

-And most importantly: Online, online, online ！something I almost completely ignored at the time

Instead, I chose what seemed like the right path: rapid expansion.

By Christmas 2018, with stable supply, increased purchasing, and a smoother operation, I began preparing to open additional stores. At the time, I believed: -The supply chain was no longer an issue-Customers had accepted the brand-The team could be replicated-I had “learned” how to open stores

But later, I realised:

👉 Expansion is not a reward, it is another form of risk.

👉 Replication is not repetition, it’s rebuilding under different conditions.

If you don’t adapt to different locations, customer groups, and store structures, the outcome is actually very simple: ⚠️ losses become inevitable.

If you are considering expansion, the real question is not:

👉 “Can I open more stores?”

But:

👉 “Is my current model truly scalable?”

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《Memoir Series》10.12 marks the end of my early-stage store journey.

In the next chapter, 《Memoir Series》01.11, a new phase of retail expansion begins. It will be more challenging ，but it will also bring a deeper, more structured level of understanding.—Lily

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