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Old Age: An Alternative Blade For Literary CEO

2010/12/24 16:45:00 39

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Do not understand, do not install. Business + literature and art The way to break the old rules is to call them fashion Return to the people. An e-commerce youth, a middle aged writer, is mild and infuriate. Old 。

　 "Big, big, big."

Q: did you create a character in the past three years? He talked about three "big" in a row.

Especially in 2010, there was a great change in Vic. The company's position was from "selling clothing online" to "selling fashion". The latest version is "people's fashion".

Under the banner of "people's fashion", all customers are fiercely abnormal. Several revolutionary products have followed. Before it was printed T and canvas shoes, they are snow boots and down garments. Under the background of inflation, the price of 99 yuan and 199 yuan shook many urban white-collar workers.

At the age of a flower, the old man became a "god horse" in the electronic commerce world. In 2010, the sales volume was directed at 2 billion. The old age is no longer hidden. He even repeated the tough words: 10 billion in 2013, that is, to occupy ZARA, H&M, UNIQLO, making use of Chinese made space for profiteering......

Of course, this year is also a year for Chen's "fear". He wrote second letters of apology since the establishment of a fan.

This is the age of "god horse" in front of most people, but there is still another side in the old age. He was a writer. Before he became a writer, he was a businessman. Before he became a businessman, he was a standard young man of literature and art.

In other words, the most important thing in his life is his literary atmosphere. In his heart of hearts, 10 billion is floating clouds, listing is floating clouds, and business awards are floating clouds. "No loading" and inner freedom are his ultimate pursuit.

In December 5th, Chen received the most influential business leader in 2010, the "business cutting-edge" award. In the gathering place of the gangster, he left his staff at the conference hall, and told him about the time of the award, and then informed him to come. Then he went to the Sanlian Bookstore alone. At last, he bought a Book of Wang Zengqi. Wang Zengqi was called "the last scholar bureaucrat in China", and the tone of scholar bureaucrat was his favorite way. He arrived on time in the evening at the award ceremony.

He is a literary and artistic CEO. He is like a bull entering a porcelain shop, breaking the old rules in the way of business and literature.

　 Return fashion to the people

It seems that the age of boundless scenery is actually walking on the blade of Commerce. But his 2010 track was completely rewritten by several "customers".

In June, Chen went to visit suppliers in Zhejiang. In a factory that made shoes for everyone, he found the "children" on the production line in the old age. He liked to call young people to call children, whether they were employees on the assembly line or Han Han and Wang Luodan, who were the spokesmen of all customers. They all wore shoes and T-shirts. Chen made a survey, when he knew that these were not clothes produced by the factory, but they bought it online after work. A flash of inspiration, the concept of "people's fashion" emerges from the head.

Chen said, after finding this feeling, "I will pass through this. I think everything is going well."

However, this strategy will not work well in the first place. Wu fan, vice president of VIC, said, "the team of fans has been controversial about" people's fashion ".

The old "people's fashion" was not passed by the group discussion. "The team is controversial. Is people's fashion too ideological, aggressive and moral?" Wu Sheng said. Later, the interior of the local people eventually adopted the people's fashion, because "we were not persuaded, but infected, and his formulation was revolutionary."

Chen said this internal confrontation: "I just want to be aggressive. I hope people on the production line can afford it." If this is a moral word, I say I think our brand should be moral. From my heart I would like to position this way.

Before "people's fashion", Chen has just announced "not to sell clothes", turning all customers from "electronic commerce" to "fast fashion" lane. The tipping point is the canvas shoe product of every guest. The idea of canvas shoes comes from her little niece. She is a fan of canvas shoes. She was always a pair of canvas shoes five years ago and cleaned it very carefully. Old age touches, try canvas shoes.

The first batch made 50 thousand pairs of canvas shoes in old age, and sold 20 thousand on the first day.

As a result of the revolution, he began to emphasize the "chaos" philosophy internally, and triggered a round of introspection within the local people. "This product let me start talking to all of you that people over the age of 30 don't talk to us about products, then we offer products under the age of 30. After canvas shoes, many people dare not talk about products, because they are all more than 40 years old.

Another revolutionary product of van guest, printing T, the shocking price of 29 yuan comes from a dustman. Yang Fang, vice president of VIC, met with aunt Lee, who was cleaning up in the district. He asked, "how much will it cost to buy a T-shirt this summer?" Aunt Li said, "I will buy it under 30." After knowing the answer in the old age, he gave the van's stamp T a price of 29 yuan.

After the "people's fashion" was put forward, all customers began to face another round of change. They no longer used "all objects" to advertise. It's hard for you to imagine that a commercial advertisement stimulated the participation of the whole people. "We don't think it's necessary to reuse it. It doesn't matter if others use me. We don't ride our own cars. " Chen said.

Han Han took an advertisement for everyone, but he did not choose cool and handsome scenes. He chose Han Han to drink wonton soup in the street and finished the scene of wiping his mouth. Chen said, "I just want to express the daily life of leaders." But there are also careful netizens questioned why Han Han used the middle finger to wipe his mouth.

Nowadays, Han Han has become a symbolic element of every guest, though it was also difficult to choose Han Han at the beginning. Chen also knows that Kaneshiro Takeshi and Rain are world class handsome guys who can dress his clothes out of fashion sense. But obviously he wants more than just "beautiful". Besides presenting clothes, the spokesperson also shows something more profound. Is it a literary cavity?

"The new version of advertising has gone far, I think at least people can't see clearly what we are doing after they see it," Chen admitted.

In fact, the biggest achievement of 2010 was "knowing what we are doing this year. The first two years are just looking for a road."

After printing T and canvas shoes, the next killer product of "people's fashion" appears. "The 199 piece down jacket is even more powerful than the 29 T-shirt. Recently, the price of raw materials has been raised in the TV, and we need more than 200 yuan to get the goods in Zhejiang, so we will sell 199 pieces, and this impact will be greater. There are snow boots. Even Taobao sells hundreds of dollars. We sell 99 pieces. Speaking of these two killer products, the old attack is very revealing. It is said that the sales volume of these two products has exceeded one million.

The purpose of the old low price strategy is to cultivate potential users, enhance visibility, and satisfy users' demand for low price and fashion. In recent years, the sale of flagship products accounted for about 30%-40%, and more sales were greatly promoted by other products. In the long run, customers will certainly not lose money. "

One of the investors of Softbank, Softbank Sai Fu, has made an internal summary of the popularity of all customers: no money is worth wearing, and money is worth wearing.

"Selling clothes is like Facebook, and the core is understanding of human nature." Ask Chen, "do you know more about the Internet or do you know more about people?"

There are more and more people, more and more consumers, and this wave of consumers brings a disaster to the old age.

"Too fast."

"What a terrible disaster." Chen said that the apology three years ago was a little afraid, but this time it was a big fear. In 2010, when customers faced several risks, their risks rose from "fast". In May, due to the relocation of the warehouse, the number of orders per customer was delayed, and the number of complaints increased exponentially.

"More than ten thousand single pressure can't get out in the library, but what is it to do?" Chen said, "later we apologized to the users." {page_break}

He chose Han Han's chaotic soup in the street and finished his wiping mouth.

"The deepest reason is that we used to be a fast horse, but now we have become a group of fast horses, but we do not realize that you are running in front of us, and we will not be able to catch up with each other." After sales suddenly enlarged, customers were facing the problem of "three months' change of products, but the warehouses were unable to make 100 thousand square meters in three months. Decoration and finding people were a very long process". At this time, old age felt the problems brought by the rapid development of the company.

Chen also apologized three years ago. He remembered that he had to apologize at that time to make himself "struggling". This time, Chen was afraid that he could not do so. He did not consider his face a little. The old apology plus other kinds of work and coordination, tens of thousands of users cooperate to cancel the order.

After that, Chen fully realized the importance of the operation system. "We are investing in the operation system first and see what we need in 2 years." Chen said, this is the lesson of "fast".

In the past, Chen did not understand why Amazon worked so hard in the supply chain. Chen said, "the $6 billion Amazon has crossed many operational systems, and the US is very mature. Amazon's distribution system is outsourced, but not in China, and it is difficult to crowdsourcing. In China, from tens of thousands per day to hundreds of thousands of single day, the growth rate is very fast, but distribution and logistics are not built in a day. For the future people's war that he wants to start, the old age said very frankly: "distribution strategy I do my best, and can do much more." China is too big to be enough. "

In December 1st, customers received fifth rounds of $100 million investment. The old age has already thought about how to spend it. "The operation system, money has to invest in it, warehousing, logistics and internal IT architecture."

In the view of Qu Pan, vice president of Beijing Bo Wei, the most special thing is "not to look at the logistics and supply chain alone, but from the user's point of view, to regard logistics as a service, as the maintenance cost of word of mouth, and the main service of customer marketing is service." But Qu also suggested raising prices by raising prices alone is not a long-term and effective way.

In addition to operational transformation, management and culture continue to escalate. In 2009, Chen advocated "putting down himself" in the enterprise, and this year he told his employees, "all difficulties are self limiting".

There are reasons for this. In December 10, 2005, when Chen left excellence, he wrote an angry and indignant word: yesterday, he said goodbye to the excellent network for 15 months, and the lock was closed regularly. From then on, two did not owe it. Excellent network can do more things. I hope they will have less business politics, less overstaffing, less chronic suicide and less scratch.

Chen believes that the biggest enemy of company politics is self limitation. "First of all, for everyone, the rapid growth of enterprises is the biggest space. Besides, don't really have qualifications. You must speak for your achievements. There are two sentences inside us: one is not to break the law, one is not to be the one who stands in the way.

In fact, everyone has been dancing on the blade. Recently, some media commented on the comment that "behind the scenes of customers is already a crisis". It said that customers are facing a problem of profit growth but disproportionate with performance growth, low price and high quality, and lack of core competitiveness.

Chen said he was "used to" when he questioned, "we have been questioned ever since the day of its establishment." "But our internal team is more comfortable because we see data growing every day," Chen said. Chen said that profits would not be considered until 10 billion in 2013.

　 Fierce and tangled

What is the biggest change in the past three years?

"The biggest change is that you are too small for yourself. The most powerful thing is the situation, the macro and the company."

This change comes from the excellent introspection and the failure of my net. "After doing excellent network, it is very inflated." excellence is not what I do. "This crazy talk is also passed away, and I feel that I can make anything, very frivolous.

Chen also reflected on his literary and artistic atmosphere. "Later, I had a net to do it. Judging from the rules of the game, it must be wrong. And I ran to write books when I was investing."

To all customers, Chen emphasized the importance of laying down himself, emphasizing not only himself but also the team.

"I remember that when I was a child, I read a book called" complex ", which proposed autonomy. The society was formed by itself rather than by law. When I look at this organization, you give more space, including I encourage" chaos "to give space. You don't know what kind of flowers he can make, but you have to provide him with enough resources and space, so my more management is to provide space for a team and a person.

Relying on this kind of encouragement philosophy of "chaos", all customers go all the way. In 2010, the growth rate of van customers was as high as 300%. In 2011, the goal was 6 billion.

But to your surprise, the old business myth is built on some "non-commercial" cornerstones. For example, the major strategic turning points of every guest are the spirit of literature and art.

Van Kok's classic kraft paper box is the product of his old intuition. He feels so uncomfortable and comfortable. This has also led to increased costs. It is said that the cost of packaging for customers is 5% of the total cost.

Chen decided to make T-shirts and canvas shoes based on intuition. "T-shirt is my attempt to do a self expression, even aesthetic expression."

In advertising, the old way is not very commercial. Choosing Han Han as spokesperson is a kind of intuition. Even the popularity of objects also stems from an intuition. Chen disclosed that the object was not the deliberate speculation of the company, but that the guest body originated from the PPT proposal of an advertising company. At that time, a model was too bare. Chen said, "add this paragraph."

It is not based on rigorous commercial reasoning that all visitors are involved in outdoor advertising. Chen said, "advertising is not effective. I don't know." We have no assessment of brand advertising. We will vote this month. " {page_break}

It sounds a bit unthinkable, but it is the real business logic of the old age. "Everyone feels very fresh, and this is the most Han Han advertisement, and the purpose is achieved. I am not stressed. I will not be stressed by 10 million or 2000 thousand people. I will not do anything without pressure. "

It's easy to say that everyone can be much more adventurous than excellence. It's more like what a swordsman does. Dancing on the blade is highly uncertain.

These years have changed a lot, and some friends said, "I never expected he could make a costume", but one thing remained unchanged. "My way is to have a certain user base, and then try out your values and appreciation, and achieve success."

The old mantra is "do not understand", "I do not know clothes, I do not know marketing, I do not understand the Internet." However, do not be confused by this appearance, but do not understand it, but have his meticulous business observation and judgement.

Acquaintances say that old age is very passionate. This is not easy to see. He is not like the Internet tide man Zhang Zhaoyang (aged 5 years younger than Zhang Zhaoyang), the passion on his face, wearing on his body, he is fierce in the bones. "Some people say that I love to go directly in a drastic way. Writing a book is also going to start a business. "I started to have a net". I got the money and ran to write a book, but it was because I was disgusted with what I did.

For a CEO, this kind of violence has a price. It is said that "can not leave suddenly to write a book" was written by the investors of VIC into the requirements of the old age.

Old age likes to read history, but he does not have a hero who admires him. Instead, he has aroused his resentment against this kind of defeat in writing history. "I have an antipathy towards this, and your peace of mind is the greatest achievement."

Chen hoped his actions were consistent with what he said, so he also dared to say in a very intense way that he hated the two words of "excellence". He is so hostile to the elite. The name of the company is "fan", even the "I" in the novel "go back" is also called Wang Ping Ping.

"Hatred of the elite can not be talked about, especially my own identity in the distorted place, has been doing culture for so long, and then enter the business, if pure business as long as it can earn money, but I go this way is distorted, these humanities will come out. How did I make him positive? I am also surprised.

He is a fierce literati. This is a friend's evaluation of old age. In his early years, he once retired from school, sold iron and steel, worked as editor in chief, closed himself up and wrote books. He has been entangled in progress.

After putting forward the people's fashion, the sense of the past is "smooth".

But his entanglement did not end. "The two identities of businessmen and literati are actually not my most entanglements, but when you are in such an era, then everyone is so snobbish. This is entanglement. In fact, you are also snobbish, knowing that it is wrong and there is no way to do it, only to remove it in the process of doing things. But are you still snobbish? "I don't know what to use." The silence lasted for a while, and he continued in another way: "people ask me," what do you do to prove yourself? I say I can only try to make myself feel uncomfortable. In this reality, it is more troublesome. "

The age of saying this seems to have switched to the young and indignant literary youth at the outset.

　 8 business principles of CEO

1, seeking potential Philosophy

Personal is too small, the most powerful is the situation, the macro and the company.

2, encourage "chaos"

That is, you should try more and make more mistakes. However, there is a red line behind the "chaos", that is, "result oriented". Only the "mess" that achieves good results will be strongly encouraged.

3, breaking the limitations of self.

Give space, you don't know what he can make, but you have to provide him with enough resources and space.

4, micro innovation

Being a brand requires cleanliness and attention to every tiny innovation.

5, "do not install"

Old age thinks what clothes are, and clothes are self expression. "My way is to have a certain user base, and then try out your values and appreciation, and achieve success."

6. Better understand people.

"Selling clothes is like Facebook, and the core is understanding of human nature."

7, selling interesting

"People feel very refreshing, saying that this is the most Han Han advertisement, the purpose has been achieved."

8, stay active and free.

Every guest should be as carefree as a child, and if he grows up to face the difficulties that he can not casually, he can be split into many "children".