CEO: The Bottom Line Of Clothing Industry

The young people of literature and art never imagined that one day he would create the largest Chinese Online Shopping Dress Kingdom, Vic. Prior to that, he had been away from school, worked as a chief editor of books and magazines, worked hard for 5 years in the excellent network, founded a failed game website, and wrote an autobiographical novel. After that, what did he think he could do to earn money? So he started from imitation and entered a completely unfamiliar fashion industry. After making the best of every guest, Chen found that this was the ideal country he dreamed of.

Wang Luodan recently sent out a micro-blog. She tugged at the bend and said, "old age, I have always wanted to tell you that I am very annoying" fan! "Because I am addicted to online shopping, and I can't stop it! Especially when buying things at home, I will be excited, and a little emperor can feel the feeling of patrolling!

Wang Luodan, Chen, and Han Han formed an eye-catching "all object" in 2010, the three men. Chen made Han Han and Wang Luodan wear 29 yuan T-shirt and 99 yuan a skirt, with a piece of literature that made young people at first sight, from the bus stops in the first tier cities to the Internet, quickly becoming the hottest Internet topic of the summer.

Old, plain clothes, plain appearance. It is this simple and middle-aged man and middle-aged man who used his most simple attitude to make Vic as a website for young and old salty clothes, and determined to make fashion a popular trend for all.

　 From "excellence" to "all customers"

Every day people do accounts for old age: what is the quality comparable to H&M, UNIQLO and other international fashion brands, but it is marked by a few times more than a low price. What kind of business is it? The more you sell, the more you lose. In the face of such problems, you can laugh at your old age.

S because he has attracted so many buyers and followers in 3 years, he feels he is doing a great thing approaching the bottom line of the clothing industry.

Old people want to know that the so-called high-end luxury is just because you think they are high-end luxury, because they are placed in China World Trade Center, Yintai and golden dragon. If you put it in a bus stop or a subway station, you will feel that it is neither high-end nor luxurious. In fact, this is the principle of being a guest of honor.

In 2007, the game website failed to recover after the old age. He wrote down the four words "fan Ke Cheng pin", and felt that after many years of ups and downs, he finally found four words that were most consistent with his temperament. Why is it called "fan guest"? It is very simple that the old calendar that once founded the excellent network with Lei Jun began to hate the word "excellence" after the wind and rain, and "fan guest" is the antonym of "two". At the same time, Chen also subverted his own industry. He has been a literati, and he is going to make Vic a fashion brand.

In recent years, it has modeled on PPG, a network company based on the sale of medium priced men's shirts. From 2006 to 2007, the popularity of PPG was no less than that of today's fans. All the places we saw were all PPG advertisements. Inspired by this, Chen founded the "PPG", which is the same as the product of the same product.

3 years ago, we had a new chat. As for now, his eyes can be laughed into a seam, and then he will smile out another astonishing number -- 200 thousand daily sales, 30 million annual sales, and annual sales of 2 billion yuan. After laughing, Chen's face is serious again. How could he forget the scene 3 years ago? He only sold 15 shirts on the first day, and there were investors' doubts behind the bleak sales figures. Then, his imitated object, PPG, was in a flash. At that time, the old age Rao that had been torn for half a lifetime was calm, and was also hard pressed by the ensuing difficulties.

However, being good at life is the character of old age. Just as he was dropped out of University, he could be the editor in chief of books and magazines. Although he was a layman who was not yet familiar with the clothing industry, he would not choose to give in. The old age put aside the shadow brought by PPG and ignored the board's questions, and began to study the shirt of a world-class menswear brand Zegna. He really wanted to know how much it cost to spend 2300 yuan on his shirt. {page_break}

Vintage wanted to achieve Zegna's quality, but the price of thousands of pieces was obviously not the style he wanted. With a keen sense of intuition, Chen believes there is room for space behind this. It is from this point of view that Chen has his own understanding of the clothing industry. The price of the shirt marked 99 yuan on the website is the answer he has found. At this time, old age reminds me of an old saying that he can make money by doing anything. And 3 years later, the year of Vic's sudden rise is even more daring: I am approaching the bottom line of the clothing industry.

　 Let people fashion together

The cost of buying shirts for tens of thousands of dollars a year is gone forever. He likes to wear his own products now. 29 yuan a T-shirt can let him quickly find the most dynamic mood and state. Niece's canvas shoes on his feet can make him realize the true meaning of fashion.

As a manager, the age is certainly not just a perception of the present. He can easily pass on these experiences to the market: the slogan of "everyone's object", "popular object" and "fast fashion of civilians" are all the concepts that directly connect him with the market. At the beginning of 2011, he changed the brand concept of "Van guest" into "people's fashion".

This word is like a persistent effort for years, expressing the desire to break stereotypes. Until now, the clothing industry has always understood its direction: even though the sales data of VCM are becoming more and more beautiful in China, the global brand influence of H&M, UNIQLO and ZARA is the goal he wants to achieve and surpass.

In the eyes of the old age, compared with the luxury brands that most people can hardly reach, the fast fashion brands that are all over the world are closer to his "Vic", and fashion is the real fashion in the eyes of the people. Unlike in the past, Chen's strategy was first challenged and challenged by VW: "is" people's fashion "too biased in ideology? It's offensive and moral.

As in the past, each of the differences persisted in his consistent style. He persuaded his colleagues one by one, and then spread the revolutionary idea to everyone. In the past, I explained my intention: "I just want to be aggressive. I hope people on the production line can afford it." If this is a moral word, I say we should have morality in this brand. I am willing to locate this from my heart.

In the early days of its founding, van customer's advertising almost occupied the top of all the key web pages. From 2010 onwards, the way of direct promotion of this kind of point to point was unsettled, and began to search for brand spokesmen on the three sides of the two sides of the Strait. He did not invite Kaneshiro Takeshi and Rain, but signed the public intellectual Han Hanhe movie star Wang Luodan. Although only five million of Han Han's endorsement fees do not know how many T-shirts to be sold to recover costs, what he sees in the past is the celebrity effect behind him and the cultural value of civilians.

Han Han wrote a lot of things on his blog, but never said no endorsement ads, Han Han did the commercials, and he did not let him play cool or handsome. He asked Han Han to drink bowls of wonton soup on the roadside street, and then wipe his mouth with fingers. Chen said, this is the "people's fashion" he wants to interpret. He understands fashion not only to express clothes, but also to let others see clearly what kind of culture it is doing and what kind of culture it expresses.

Han Han on the billboard marked the price of 29 yuan, which is also a tough way to stick to it. The more obvious the number of "29" is, the more satisfied it is. In this fast-paced business society, what can be more directly reflected in the value of a person than the number behind the currency symbol?

The price of 29 yuan made the old age laugh. He said, "I sell clothes just like Facebook, and the core is understanding of human nature. Many people ask me if I know more about the Internet or do I know more about people? "I answered positively," I know more about people! "