Once The Business World To Carry The Master, Now How?

According to the world clothing and shoe net, the pointer is back to 2010. It is a micro-blog that has not yet searched for water and navy. We are still talking about the age of QQ.

At that time, there was no circle of friends, but in the Renren and QQ spaces, the Internet buzzwords were also fire and fire.

Han Han's "object" can be regarded as a popular catchphrase of the year.

If we go deep into it, Han Han may not wear 29 T-shirts.

But shouted, "I am like you, I am the fan" slogan Han Han, but let the 29 yuan T T-shirt shirt fire.

At that time, it was also positioned in good quality and inexpensive.

Men haven't entered the Chinese market yet.

We have to go to Hai Lan's home for two times a year. The shirt and T shirt have become a clear stream and captured a group of loyal fans.

But after a few years, the customer who filled up the old man's wardrobe suddenly disappeared without any heat.

If not the founder of last year's "attack" of Jay Chou on the program last year, so that everyone has a small fire, I am afraid that few people will recall this very historical sense.

Now.

Fan Cheng pin, a favored by Lei Jun, has been a tool for the business community.

Lei Jun's answers are not numerous, and most of them are related to millet.

But in his few replies, he left an important position to everyone.

As an angel investor, I may not be fair.

But I really believe that the success of every guest is at least 99% unless it is a major and unforgivable mistake.

In his view, the Chinese market has begun to appear the trend of "consumer upgrades". High quality products and services will become the mainstream. With the beginning of the booming e-commerce market, customers will have the leading edge in brand and resources.

In other words, Rebs is also regarded as a pioneer in the field of "consumption upgrading".

Indeed, the customers of the year were indeed at the forefront of the times.

Founded in 2007, fan Ke started by imitating the online direct selling clothing brand PPG, which was the main and inexpensive one.

From the simple and generous T shirt shirt, to the brightly colored sweater, jacket, canvas shoes, plus the beautiful models of the models in the product album, all guests stand out in a fashion brand.

At that time, B2C electric business has just started. Taobao's products and services have not yet been branded and systematized, but all customers have their own experience in e-commerce sales.

It was equipped with full court mail, 24 hour customer service, 30 day service, and so on.

Apart from that, customers are still making money for their business.

After understanding their brand tonality and major consumer groups, all guests invited Han Han, who represents young people's spirit of being independent, and Wang Luodan, who created the "object".

To speak of this "object", it can be seen in the past years.

Do not say that everyone on the Internet has to adapt themselves to the sentence, even the bus stops, subway stations and other crowded places offline, are also full of Han Han's large posters.

If you were the one who followed the crowd, you might have seen Lei Jun wearing a white shirt with a smile for everyone to endorse the advertisement, using unlimited scenery to describe the year's customers may not exaggerate at all.

In 2010, the revenue of van customer's products broke through 2 billion yuan, up by 300% compared with the same period last year, ranking the fourth in the electricity supplier industry after Jingdong, Amazon and Dangdang.

It is not only popular among consumers, but also the darling of investment circles.

As of July 2011, van guest has completed seven rounds of financing, accumulatively raised more than 420 million US dollars, and the highest value has reached 30 to 32 billion US dollars.

However, from that time on, the "unicorn" gradually began to walk down the altar and enter the decline period.

{page_break}

Fan's "great leap forward"

2010, the fire of "object" has given everyone a great growth momentum and confidence.

At that time, everyone was a little bit hot headed because of his success. At the same time, he set himself a goal that he thought was not big but hard to achieve: 10 billion sales in 2011.

You know, sales in the previous year have just broken through 2 billion, and second years will be 5 times faster. This is probably Fish Leong's courage.

But at that time, all the customers were very strong, and they had to make a great deal of iron and steel to catch up with the Premier League.

In order to increase sales, customers started their own rapid expansion.

If the original product is single, it will increase the category. Besides the self-employed products such as shirts, T, T-shirts and so on, customers will later introduce third party products and even sell mops that are totally unsuitable for clothing.

According to statistics, the number of SKU has increased to 200 thousand, and the channel has expanded to 500.

In order to complete KPI and ensure the long-term service quality of customers, the company has begun to expand its employees significantly.

In the peak period, customers have more than 13 thousand employees, only tens of executives.

On the other hand, in order to further attract users, customers continue to focus on advertising marketing.

After the "object", every customer has created a "born 1984" marketing activity.

Just this time, I want to rely on the emotional cards to attract the attention of the 80's attention.

Fan said, in 1984, the college students cheered "Hello Xiaoping". Maikelje Kson's North American tour mobilized 200 million and more than ten million spectators. China made its debut in the Olympic Games and achieved a zero breakthrough. Apple launched its historic PC product, echoing George Orwell's famous novel "1984".

It sounds like a really exciting year, but for most consumers, these events are far too remote and small.

Before we cried out that we were all full of individual grass roots, why was it suddenly represented by the label "born 1984"? Let alone those 85 or even 90 years, a kind of feeling of being properly abandoned.

It is everyone's wild ambition to continue to attract young consumers when they want to move forward, but this time, scratching is not able to scratch the point.

As a result, rapid expansion did not bring double sales growth as expected, but brought huge inventory backlog.

In June 2010, the total inventory of van customers was 1.98 billion yuan. When the worst time came, the inventory of van customers was as high as 2 billion yuan, and liabilities were more than 100 billion, and the company had only tens of millions of net losses every month.

There was such a famous bridge that the founder of VIC had emptied a whole office building, devoted exclusively to the inventory of the company's backlog.

And when he wanted to find a shirt that he could get out of these piles of clothes, he turned around for a few times without finding a satisfactory product.

So he began to realize that the customer who had wanted to finish IPO in the shortest time is now far away from the bell table.

After reflection, Chen decided to move the company from the luxurious office building in Beijing's magnetic outlet to the Yizhuang outside the South Fifth Ring Road, and the staff had been reduced to less than 200 people.

In literature and art, there is an idealized entrepreneurial dream.

The founder of van guest is a literati who once worked as a magazine editor before he abandoned his pen to do business.

He and Lei Jun, who are good at dancing and writing, began their fate in Lei Jun's excellent network.

At that time, he did not understand Internet access, nor could he use computer typing. He was also in a state of ignorance about his upcoming e-commerce.

However, with his sensitivity to books and words, Chen helped Lei Jun make excellent network a leading position in the industry.

After the acquisition of amazon.com by Amazon, Chen decided to start his own business.

For me, I just want to do one thing myself.

This brand is built after careful consideration, and is also valued by good partner Lei Jun.

In carrying out Angel round financing, Lei Jun generously offered millions of funds to support the old age.

Chen is also very confident in his choice and judgement. Especially after the fire of "everything object", he once thought that the popularity of all customers could continue to soar and even buy CONVERSE, LV and sell them at the same price.

Chen also set himself a "small target": first make a 30 billion and then go public.

Later, we all know that all the guests who fell down from the altar failed to become the "unicorn" in their old dream.

Self inflating is the most frightening thing.

People can't tell you what it is, they can't stop the car.

Literati are very good at introspection and self criticism.

Whether in the initial stage of business or in the low tide of popularity, he likes to make his last experience like writing a book review.

During his interview with AI question, he compared his previous impulsive strategy to "sleepwalking":

All the clothes I made were garbage.

He did have a big dream.

Like the age of philosophy and literature, the key to making clothes is attributed to aesthetics. "The more professional books are, the more useless they are. These books help improve aesthetics, save souls and help me become a free mind."

However, literati's thinking has brought a lot of over ideal effects to entrepreneurs.

For example, the lack of knowledge of products and markets, the formulation of strategies too casual and emotional and so on.

In the 2016 year of the year, he even showed "Jay Chou is rubbish" even in the program.

The difference between aesthetics is personal freedom, but it is a bit wrong to hold on to one's favorite poet, Mu Dan, while others are garbage on the other side.

Not to mention, this is a young business leader who likes Jay Chou to support his family's products.

Lei Jun, who is the same age as Chen, seems to have a different engineering temperament.

I do not like to talk about ideals and emotions. Lei Jun believes in the efficiency and efficiency of the Internet, and uses the seven words of "focus, extreme, word of mouth and fast" to set up millet.

And all this must be done around products and services themselves.

Just like Lei Jun, who knew the platform for all customers, knew the direction of market development, but pointed out that if a major unforgivable mistake was committed, the possibility of 1% would still fail.

This has been Lei Jun as a "small" possibility, but did not think of a prophecy.

The "great and unforgivable mistake" committed by old age is the lack of concentration in the later stage.

When he decided to expand blindly, the initial focus on making products seemed to be a flash in the sky. The old age of learning products from a sincere Bookstore seemed to have lost itself in the "all objects" and fell into the illusion of middle age in literature and art.

Sometimes dreams can accomplish one person; sometimes, dreams can destroy a person.

Despite a series of tests such as IPO failure, inventory backlog, supply chain disruption and so on, everyone is still alive.

In August 2014, the guest who was silent for a long time re appeared and held a new conference on shirts in Beijing 798.

This time, Chen put his attitude down to the lowest level, repeatedly apologetic to his strategy over the past few years, and claimed that everyone should start again from now on.

Van guest's starting point is cost-effective brand.

This year, we carefully looked at the distribution of brands, and found that Chinese clothing brands were all rout, because everyone did not grasp the quality.

All the clothes sold in the whole network are rubbish. Some people are proud of selling rubbish. They are proud of their stock dumping. Users do not need garbage.

Looking back at products and marketing teams, it turns out that many people are useless.

But this is not my fault. It's my fault.

It was also wrong to advertise everywhere and do marketing events at that time.

{page_break}

In the day's press conference, from the history of clothing to the ironing process, from the history of the shirt to the design concept, whether it is the minimalist style of PPT, or the effect of the venue, he put the shirt conference out of the mobile phone conference.

Some people even ridicule that the shirt of any guest may also imitate the millet phone to "run one point".

More and more like millet is indeed a guest after this rebirth to give people the greatest feeling.

At the time of media interviews, Chen did not shy away from talking about millet and Lei Jun's influence on himself. He also mentioned that he had touched with himself several times in depth with Lei Jun, so that he had the idea of reforming all customers.

Since then, the seven words of millet have also become the principle of everyone.

Turn your attention back to the product itself, reducing the 19 major categories to seven categories, including T shirts, shirts, trousers, canvas shoes, ultra light down coats, POLO shirts, and so on, starting from a shirt.

It is only then that anyone who seeks to change is ready to miss the best time.

At this time, the clothing and electricity supplier market has been occupied by Taobao Tmall, which is more affordable. Moreover, the same flagship uniqe, which is also the main player, has already used the more powerful fighting power to attract the original benchmarking consumers.

Returning to the brand itself, choosing the customers who started again from the single product did improve the quality of the products gradually, but the price also rose.

Fan has launched a 1000 yuan down jacket and nearly 2000 yuan yuan shirt, which is enough to make the first loyal fans feel embarrassed: do you not sell cheap and good customers? Why do they sell so much?

In this age of the jungle, a small step is lost.

Almost the same time as the customers, millet has entered the new stage of upgrading products and services. Lei Jun has created the "new national product miracle" of millet with its focus and ultimate pursuit of products.

Chen and Lei Jun's original ideas should not be too bad. They all saw the strong demand for high quality and cost-effective.

However, Chen is not Lei Jun, nor is anyone from millet.

More often than not, you have too many covetous opponents who are waiting for you to make mistakes. When you are in a fever, they may be struggling to catch up.

More interesting reports, please pay attention to the world clothing shoes and hats net.