CEO, The Story Of Wealth Creation

Excluding PPG customer service mode

However, very soon, PPG discovered the fatal weakness of the old age: first, when it was born, regardless of its strength, it used heavy gold to advertise in the central television station and print media, and sold through telephone. It was not really the Internet sales clothing enterprise; second, PPG's customer service policy was perfectly set up in the view of enterprise interests, such as the user returns label bad, it can not be retired. In the beginning of the year, the customer service mode of PPG was drastically eliminated.

Today, in the shopping of customers, customers have no reason to return the goods for 30 days. As long as they are not satisfied, VANCL will be returned immediately within 30 days. If they want to open the box and try them on, users will be able to open the fitting in person when they receive VANCL's clothes. Chen said: "everything can be imitated, only the brand can not. After squeezing out the cost of various links, we always insist on low price and high quality products.

This practice also resulted in the sale of the whole year to 600 million yuan in the first quarter of this year, but it is still losing money. "The loss figure should be more than 100 million yuan, but we have the money". Standing on the 10 floor office of the international center of the Third Ring Road, through the window, we directly overlook the series of light box advertising that the first time customers came out of the line and put it on the outside. Chen said with great pride, "the four round of the customer financing is over US $100 million. Our large-scale outdoor promotion is not to raise the price of the product, but the purpose is to build the brand, and the funds are paid entirely by the customers. Next year, we expect to make profits. "

Forced to break a promise to make a woman's dress.

Beginning with the choice of men's clothing, the public has declared firmly everywhere: "every guest is determined not to dress up." Chen said with a smile, "shirts are easy to standardize, and men are those virtues. He buys clothes without trying, and even women buy underwear."

However, when he was mistaken, he found that most of the clients' advice was to buy clothes for their husbands and boyfriends. "Even some women sent me e-mail directly, suggesting that I should thin the men's POLO again, maybe it's a good dress."

Let the old age have to rethink the product positioning of everyone, and the rare snowstorm in early 2008. Everyone encountered the "high diving" of sales performance.

"Maybe customers should need more diversified product lines to meet customer needs." Now, the product line of men's clothing from men's clothing to women's wear, children's wear, shoes, accessories, household products and a series of products. Last week, the first investment of 50 million US dollars V+ was officially born.

"At the moment, I do not want to evaluate V+ more, let it go for a period of time, it should be replicated in all customer mode, V+ products will certainly be much lower than traditional channels." Chen said that the problem he pondered daily is how to make the customers free from stock. When it comes to the general concern, when it comes to the capital market, there is no time to think about it.