Will &Nbsp Start To Become The Richest Person In China?

In front of me

Old

Leaning on the back of the chair, Zegna black dark stripe suit was on the back of the chair.

His hair is like a teapot lid that buckles on a broad forehead.

His tiny eyes narrowed as he smiled.

The sleeves of the blue shirt reached the elbow, and the shirt was "VANCL", worth more than 100 yuan.

"I went to an important investor conference yesterday and wore a Oxford shirt, which I bought for three years, that is the first VANCL Oxford shirt."

Then he lit a panda cigarette and placed it in the ashtray in front of him with six or seven cigarette ends.

At 7:30 pm March 10, 2011, VANCL

Founder

Concurrent

CEO

Chen accepted an exclusive interview.

VANCL, the Chinese name.

vancl

(hereinafter referred to as "fan") is a fast fashion brand founded in 2007.

The company that sells clothing on the Internet is developing at more than 300% per year.

In 2008, sales amounted to 160 million yuan, 600 million yuan in 2009, 2 billion yuan in 2010, and in 2011, its sales target was 10 billion yuan.

4 years ago, Chen was still an outsider in the clothing industry.

At the beginning of the 1990s, from the midst of the University's dropout, he took the literary dream and made the "North drift" family.

At first, he lived in a small bungalow near Old Summer Palace with no fixed income.

He worked for three days in the East, two days in the west, and sometimes wrote something to earn some money.

He worked as a reporter for the Beijing Youth Daily, and was editor in chief of the book review weekly.

In 2000, Lei Jun and Wang Shutong invited him to the book management department of the excellent network, and later promoted to executive vice president of excellence network.

In 2004, after selling US $75 million to Amazon Co, excellent network left behind.

In 2005, he founded the online game prop trading platform "I have a network", which was a failed venture.

When Lei Jun found him again in 2007, a company selling men's shirts on the Internet was advertising all over the market.

The company named PPG is the target of Lei Jun and Chen's imitation.

At that time, the goal of the old age was to make PPG second.

He found the old subordinates in the excellent network and set up the "VANCL" team.

The seven founders of the early stage of business were Liu Hao, a garment manufacturer from Suzhou.

Liu Hao talked about fabrics and clothing, and those who sold books and audio-visual executives listened to the book of heaven.

"The water is too deep, and if you use a small yarn, it will be much cheaper."

Jiang Xiaoyi, senior vice president of van guest said, "if we sell such a thing, we will pay for it at all costs."

In the early days, they paid such a price, once they had unqualified towels, and once again they had taken out clothes that had too much shrinkage.

When the website was founded in 2007, the clothing brands in China were full of clothing.

These brands often come from southeast coastal areas such as Wenzhou, Ningbo and Jinjiang.

Those areas have always been the focus of garment processing plants, and have been processing for many international brands.

Some smart people have grasped the opportunity of reform and opening up, starting from tailors, starting from husband and wife stores and brothers stores, and starting their own brand with the mode of "shop before shop".

The way of development of these family businesses is also similar. It smashed heavy money, invited stars to become spokesmen, put advertisements on CCTV and provincial TV, and spread flowers everywhere in China's three or four line cities through direct stores and franchisees.

But no one wants to sell clothes on the Internet.

For them, the Internet is too mysterious, e-commerce is still a fog.

Chen took 67 million yuan to start his own business.

The money came mainly from his earnings as a professional manager in the excellent network, and he basically emptied his property.

Initial financing of $2 million, after the on-line website before arriving.

In the early days of their business, they worked in a 140 square meter two bedroom office in Zhongguancun Westinghouse international commercial office building in Beijing.

When Vic vice president Wang Chunhuan just went, there were no desks in the room.

Neighbors are some dealers who make wholesale of computer equipment. They are always moving computers and are very noisy.

"If Apple came out of the garage, we wouldn't be able to get anywhere."

At first, they conceived the purchase of cloth wholesale market in Muxiyuan, Beijing and the processing of a garment factory in Daxing.

After a friend's advice, I went to Jiangsu and Zhejiang to find a factory.

They touched many walls in the factory.

The other side is so unreasonable that they can't understand how clothes are sold on the Internet.

A boss who is receptive to new ideas is willing to give it a try, but the requirements are very harsh, requiring customers to pay 30% or even 50% of the advance payment.

What made Jiang Xiaoyi most upset was that she had been locked up in a small room to choose models all day. Later, she saw anyone who felt ugly.

At the same time, Chen chose to follow the model. The editor of the magazine criticized him with his "clean eyes": this man is too old, the head is a little convex, and the man is not good at temperament.

They fumbled and groped.

The first issue of DM magazine shows two shirts and a pair of trousers.

The shirt is divided into two styles: sharp buttons and no collar buttons, each of which has three colors.

Because of lack of experience, it is just a folded shirt that makes them Jiang Xiaoyi.

Employees of the company come to fold shirts regardless of their positions.

They tried to plug magazines in their clothes, too hard.

No matter how you do it, you can't make a beautiful and styled garment like other brands.

They also think that the fashion brand models are leading a dog, so they go to the village to borrow a dog.

At 7:30 in the morning of March 3, 2011, I came to the logistics company of van guest, like wind Beijing Changping distribution station.

The site is set up in a residential quarter in Shahe, Changping District.

At this time, about 20 employees were wearing black down clothing with "VANCL" printed on their back to receive the goods.

They wore a red motorcycle helmet and a leather legged leg with fur inside their legs. The temperature was 8 degrees - 3 degrees on the same day. The distributor Zhang Long came from Gansu. The brown face was reddened by the sun. The back seat of his Lifan motorcycle carried 26 Kraft boxes with "VANCL" logo. When I left, he was strengthening the rope.

I started off with a fan employee following Xing Yutong, an assistant stationer. The destination is Huilongguan, and he drives a small Songhua River van.

It takes about ten minutes to send a single shipment from the customer base.

A more than 30 year old male customer asked, "why do you have underwear and no underwear?" Xing Yutong smiled and said, "our company will add new varieties immediately."

Then the customer asked, "how did three people come today?" Xing Yutong continued to laugh and say, "you are our most honored guest. We will use the best service."

Customer Hei hei laughed.

The first Haidian station is divided into Haidian station and Shanghai station. The Haidian station is divided into three stations: Wanliu, Haidian and Zhongguancun. The upper station is divided into three stations: Changping, upper and Qinghe, and the ChangPing Railway Station will be divided into two stations, Changping and Huilongguan.

Like cell division and reproduction, in the less than a year since May 2010, the wind Haidian station has expanded to 7 stations.

At present, Feng Da has opened 25 cities' delivery service in the whole country, and the number of stations has reached more than 90. Up to the beginning of March, there were more than 2600 staff members such as Feng Da.

In the planning of Li Hongyi, general manager of Feng Da, the number of employees will reach ten thousand by the end of this year.

At the end of 2009, there were only more than 100 people.

In 2008, when Feng Da still needed to work outside to support himself, he told Li Hongyi in 2009 that he was only a guest trader.

For example, Feng Da now delivers more than 70 thousand orders per day, carrying 53% of the volume of passenger cargo (the rest is responsible for third party logistics companies).

The customers who come into contact with the terminal consumers are such a company: smiling, wearing clean distribution workers; strong, apparently good kraft paper boxes; cheap, good quality, fashionable clothes; free unconditional return service within 30 days.

It is still evolving: last year the round T-shirt has more than 300 colors, and this year has increased to more than 1500 colors to avoid complaints from customers. In Spain, the United States, Japan and South Korea, designers are seeking cooperation with designers to try to bring the latest trend of the world to customers. It keeps adding categories, including home appliances such as thermometers, egg cooker and table lamps, which are not related to clothing.

It tries to be faster, more, and more high fashion fashion, trying to print "VANCL" logo in every corner of the terminal consumer's life.

You think old age wants to build an online Zara, actually he is making an online IKEA Zara+.

All customers have become the meat and potatoes in the eyes of the foundries. They take the initiative to come and accept the strict quality requirements of customers.

Huang Fuyuan, one of the suppliers of Jiangyin, Fuhui Textile Co., Ltd., says that 100 companies can tolerate 5 points, such as thread.

But customers can not tolerate any one point, as long as there are any points, it will return, return to factory renovation.

"But the volume of customers is large."

In 2010, the average customer generated about 80 thousand orders per day.

The best selling product is a T-shirt with a value of 29 yuan, and a total of 4 million pieces sold.

This year, they hope that the figure will reach 10 million.

Jiangyin Fuhui textile processing 270 thousand round neck t-shirts for all customers last year, and this year's orders are 1 million.

In 2007, Chen founded all customers, and set the ambition to sell two hundred million or three hundred million yuan in 2010.

The former vice president of excellence network thinks, "excellence over 6 years, billions of billions of dollars, then VANCL3 billion over a very successful.

I am really in a trance. I went over one hundred million in the first year and ran to two hundred million.

Now his vision is changed to that, in 2015, sales of all customers amounted to 150 billion yuan, and 100 million users were buying all customer products, selling more than 1 billion 500 million or even more products, and the number of employees reached 200 thousand.

400 thousand the production line workers serve all customers.

The man who was uneasy from childhood was ambitious.

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In April 1969, Chen was born in Feng Le Zhuang, Xue Dian Town, Wenxi County, Shanxi province.

His father was the first college student in Peking University in Wenxi.

His mother came from Beijing's Gao Gan family and his father was a university student.

When his father was married in his hometown, his mother came to Feng Le Village with her pregnancy and gave birth to her old age.

25 days after he was born, his mother, who had been waiting for his father's absence, left Feng Le Zhuang and left him to his grandmother.

At that time, his father received re education from intellectuals in Wuhan. If he ran home privately, he would be treated.

In his autobiographical novel "go back", Chen wrote that he didn't know what his mother looked like until he saw his mother for the first time in Beijing when he was 19 years old.

Grandma is both a father and a mother.

At that time, the child had no milk to eat. Grandma got a sheep and boiled goat milk for him.

He was so thin that his brain pouched on his thin neck and shook like a neck that could not bear his head.

He and three other non - mother cousins grew up with grandma.

Grandma cooked noodles and steamed bread for them every day. There was no white flour. They were dark sorghum noodles.

No meat.

In the impression of Chen primary school teacher Zhang Jintao, Chen often suffers from fever and always has a thermometer.

Zhang Jintao's family and Chen's family are neighbors. Her husband and Chen's father are small. The two families have several generations of friendship.

When she was less than one year old, she went to Tianjin to see her old mother. She told the latter: "the children are very good. Grandma is very well managed. Don't worry about it."

At that time, the mother brought tears to her son and asked Zhang Jintao to bring home a lot of the most fashionable nourishment at that time.

Chang Jinjuan, a classmate of primary school, remembered that the teacher asked, "who are your favorite people?"

Grandma and Grandpa were written in the past.

"I saw him sitting on a stool alone in a daze.

It looks miserable. All the other students are in high spirits. He is dull. "

Old aunt (actually his cousin's aunt, Chen also called aunt, the same below) recalled that in early 1990s, he arrived in Beijing, where he had no place to live, slept in the bridge for half a month, and bought some mustard and instant noodles every day.

He wrote to grandma that there was no money. Grandma sold the food in his house, and only more than 100 yuan was sent to him.

This is the return of the tomb sweeping day after the death of grandma.

Speaking of this, my eyes turned red.

Before going to the Internet, Xu Zhiyuan, a friend and columnist, asked, "why do we have to do business?"

I asked Chen, what does money mean to you? He said, "money is the rules of the game. More money means that you can do more things, and you can make more people richer.

Money is the most fair. "

Old age is sometimes unobstructed and loves to fire.

His latest comments are: "I hope I can buy LV in the future, and then I will sell the same price as everyone. I also want to buy CONVERSE and sell canvas shoes for 50 yuan. This is what I really want to see."

For a while, everyone thought laughing.

Wang Chunhuan recalls that when he founded people, he wore Zegna and BOSS every day.

At the meeting, they boasted that our brand positioning is BOSS or Zegna's subversive, using the best factories and best fabrics, but the price is definitely 1/5 of BOSS and Zegna.

Wang Chunhuan thought that old age was never a regular person.

Although he has bought LV bags for his wife, he also praised the culture of these famous brands, but it does not mean that he will always praise and never question.

"He is a rebel with cultural sedimentation and historical precipitation. He believes that all questions can be questioned."

In the book "go back", Chen wrote: "a year ago in China World Trade Center, I began to crush on famous brands and purchase luxury goods.

The degree of infatuation can be summed up as follows: I do not need more than 5 minutes to think, then I can pay for anything within 50 thousand yuan, as long as it is enough brand name is too simple to see is a famous brand.

He said this is the need to write stories and exaggerate the facts.

However, he admitted that he had pursued famous brands.

After leaving the excellent network in 2005, the old age had some money on hand, and it was also a successful professional manager.

"Before that, they wore hundreds of pieces of clothing.

It seemed as if all of a sudden felt like fame and fortune, and did not know what to do.

Yes, vanity. "

He leaned back on his chair, his right foot on his left knee, and scratched his cheek with his right index finger. He said, "I only thought seriously about fashion last year.

Before that, in fact, it is the principle of no mistake.

It's busy. There are so many clothes and shirts in one year. "

He looked at my shirt again. "When I was a journalist, I wore a shirt of twenty or thirty yuan to deal with it. Someone told me that there was a shirt sold for 100 yuan. I think it's a money grab."

Ever since he came out of the Polo shirt, he wore more colors, such as pink, which he never dared to try before.

When he was in high school in Dalian, he lived in a semi militarized management area. People wore green Dacron military uniform shirts throughout the year and winter cotton coats.

For a long time, Chinese people live in all aspects of life, including clothing, with a set of rigid and political aesthetic norms.

Grey blue and green Chinese tunic suit, military dress and military uniform are the mainstream, so that Westerners are impressed by the "blue ant" from 50s and 60s to early 80s.

Born in 1969, Zhou Guoping, who was born in 1945, found that although she was separated from one generation, her childhood memory was almost the same.

That era is lacking in vitality.

Since 1987, there have been drastic changes in life. Street colors are much more. Explosive heads, bat shirts, bell bottoms and toads have become popular.

"It's all a ridiculous change, Hu wears."

Chen said.

When reform and opening to the outside world opened, Chinese suddenly found themselves unable to dress.

In the streets of cities and towns, you can see people wearing suits and shoes.

The trademark of the suit cuff has not been torn away.

In 1993, Pan Shiyi, chairman of SOHO China, first met Zhang Xin, who returned from overseas study. The latter discovered that the former wore shoes with bare feet.

The opening of the national door has also brought international brands to China. Now China is the largest emerging market for luxury goods.

Every international brand from Italy, France, Britain and the United States is eager for the favor of the Chinese.

The Playboys and the piers in the mountain village.

Cardin and Valentino.

After the V round of education, Chinese people began to pursue LV, Chanel, Burberry and so on.

The first class to Paris Fashion Week "sweep goods" of the rich, but also carrying LV crowded bus office workers.

In the Taobao market, consumers who love famous brands can not afford that money, and can find countless cheap original goods, goods and goods.

They believe this is very close to fashion.

"Early fashion is a product of hierarchy. Ancient Chinese colors were hierarchical.

People who are fashions look up.

Many brands think about its markup rate in the process of doing it. It seems that the higher the rate of increase, the more fashionable it is.

Chen said, "VANCL did not make up stories for himself. In 2010, I was really asked by people." I said, "fashion is the right self expression."

After doing outstanding work for a long time, it is different from the literary youth in Xu Zhi Yuan's impression.

At first, Chen said that he had to see two discs every night to achieve a balance for his inner peace.

Later, he talked with friends and talked more about investment than Marcks.

After selling it to Amazon at a price of 75 million US dollars, Xu Zhiyuan discovered that Chen had disdained Western companies and often overcame "US imperialism".

At that time, Amazon's annual sales volume was $6 billion, when the RMB exchange rate against the US dollar was 8.2, or about 50000000000 yuan.

Excellent network is less than 100 million yuan.

It took him 5 months to see the spring of 2005, and he could not make the full budget for 2005. He collapsed: "why can Amazon do this? Because it is a powerful" American imperialism ".

They despise you, and all your experience is worthless in his eyes.

We are eggs hitting rocks.

All my illusions about western democracy were shattered.

I am muddled, do you think there is any equal game rules, all nonsense.

In the van's office, the old man beat the table rhythmically with his hands. "At that time, I felt the same as Yu Dafu's grief and indignation. The motherland, be strong!"

Consciously, the age of cleanliness is unbearable.

"Later, when I saw it, the stock of excellent network was only more than 30. When it was a fan, it went to 100.

In terms of interests, a lot of money was sacrificed.

At that time, I was still not very sensible. I had to leave.

Even today, excellence does not cooperate with me.

Hong Bo, a consulting partner in the five quarter, said: "Amazon's pformation of excellence has taken a large and full mode, giving up its old small variety and mass mode and hurting his pride.

The negation of past excellence is actually a denial of the past. "

In 2007, they took pains to name the e-commerce websites in preparation.

At the beginning, Lei Jun started his head. He said: "the United States has Amazon, can you build a Nile River? The Amazon is the widest and the Nile is the longest."

In their old years, the Nile was registered hundreds of years ago.

This group of Chinese "woodlouse" who had not lived abroad has gone through the dictionary and checked the registration information of the industry and Commerce Bureau, named "Evan".

It is already ready to settle down. When the domain name and registration are done according to this, Chen and Fang Lijun, Zhang Xiaogang and other friends in the art circle eat, and say "Evan" on the table, Fang Li Jun says they are too old and old.

Chen was shocked and came back to scold Wang Chunhuan and others. "What name do you take, let me go out to shame!"

Finally, the wife who studied French in the first place had a name: VANCL.

"In fact, it sounds like a foreign flavor. It has no other meaning."

Wang Chunhuan said {page_break}

How old is the strength of western culture is how to tangled complex mentality, outsiders rarely know.

After selling 29 yuan T-shirt, 79 yuan canvas shoes and 169 yuan shirt, he said, "after I've been wondering about it, all the brands are thinking up every day.

I want elegance, elegance and nobility.

Dress the model like a waiter.

That little bow tie is aristocratic.

The sound of the tail rises with a disdainful smell.

"Why are high brands keen to come to China? Because there is a new class in China. It is urgently needed to label themselves mentally, and use LV as an alternative.

The price of Bordeaux red wine is only opened in China. It is said that the culture behind this wine can be cattle.

What makes it rise, is China's new culture, is everyone's vanity. "

Starting from Shanghai, heading north along the Beijing Shanghai Expressway, entering Jiangsu territory is the most developed South of Jiangsu area in China's township enterprises.

I looked out of the window. Across the freeway, there were flaky, shallowly gray factories.

In March 25th, after running for two hours on the Beijing Shanghai Expressway, I arrived in the first county of Jiangyin, China's top 100 county-level cities. Jiangyin Fuhui Textile Co., Ltd., a supplier of fan, is located here.

The company is backed by the Yangtze River and is conveniently located on land and sea.

It is the third largest supplier of fabrics in the world and is headquartered in Hongkong.

It is also the largest supplier of fabric for all customers, and the fabric of fan 20% is provided by it.

It also processes basic clothing such as T-shirt, sweater and so on for everyone.

In factories, rows of workers are busy cutting, sewing and ironing.

Most of them are twenty years old, wearing dark blue work clothes, with a serious expression.

In China's most economically developed Yangtze River Delta and the Pearl River Delta, there are countless young people.

They left their homes and earned two thousand or three thousand yuan in the factory.

Most of the time, they are silent and strange to us.

Last year, the story of Chen's favorite story is that the young workers in Zhejiang's customer service factory are wearing customers.

"We bought it online after work, and we can afford it."

This sentence touches me deeply. When I first said this, tears came out.

"I said before VANCL, the children and workers of these lines had nothing to do with his life.

They can't afford it. They can only go to the morning market and the zoo (a wholesale clothing market in Beijing).

But for VANCL, they bought their own things for the first time.

I figured out that VANCL is the fashion of the people. Our responsibility is to make the most fashionable fashions in the world the clothes that everyone can afford.

According to the income of customers, 70% of the customers are from the group earning less than 5000 yuan; by age, 70% is after 80.

Fan called out the slogan of "people's fashion".

Over a long period of time, there was a strong habit of reading among old people.

He said that when he was editor in chief of the book review weekly, he had strong individualism and cleanliness, and punctuation should conform to his own aesthetic.

This cleanliness leads to the excellent network. It is a big temper, especially a disrespectful person, who does not do well in the big office, and criticize people in the face.

He was dissatisfied with Wang Chunhuan's marketing plan and almost broke the laptop he bought just now.

Ke Linli, senior vice president of van guest said, "sometimes he can't wait for second days to curse you again.

Call in the evening to say why this thing is.

You just wait for him to curse.

Instead of chattering, he stopped by saying one sentence.

I was so nervous that I didn't know what to say next.

Since 1999, she has followed the book review week.

Chen is an excellent marketing guru. He was good at catching hot topics and promoting sales during his excellent network.

It bought the "big talk Westward Journey" DVD at a price of two or three yuan, and then sold it with 10 yuan for other books.

This is a classic case of e-commerce marketing.

He asked book editors to find the most touching selling point of books, and made Huang Renyu's scholarly book a bestseller.

He thought it was "kitsch".

He once thought, "everyone is talking about houses on Saturday, and you will feel bored and so low."

Now, he realized that "that's the hot life."

"I now feel that I was really dizzy at that time. History may be written by scholars, but life is certainly not created by readers.

At that time, I also agreed that there were two words of "kitsch". Now that what is vulgar and not vulgar, everyone is vulgar.

Do you find all two words? We are ordinary passers-by. What is everybody in the long time? You may be remembered by history, not because you are not vulgar, but because you are there at that time and in that position.

He communicated with Mona's boss, who told him that 15 years ago, his home was all farmland.

"More than 60 years old, 15 years ago was a field. Now tell me how to extract silk stockings from oil.

China's 30 years of reform and opening up are the vitality of the people and create the miracle of China.

I have been in Shanxi Wenxi County for two days. If it were not a chance, it would be difficult for me to find my old home.

Before he came to know he was from Wenxi, Shanxi, and there was no clue.

The town of Pingyang mentioned in the book "go back", I searched the townships of Wenxi county without the place name.

As for the official Dao Zhuang mentioned in the book, Zhang Jintao later told me that only local people knew the name.

Another reason why old families are hard to find is that they are pseudonyms.

Even when I went to Feng Le Village, Xue Dian Town, Wenxi County, I asked many people about their old age. Many elderly people first asked me, "who is the old man? Is it Wei Wei?"

Later, I met a neighbor Wang who was born in the same year and read the book "return to the same year". I learned that the old age is indeed the village. Its original name is Wang Wei.

Fung Lok village is located on the plateau. In the past, villagers were digging holes in the ground. Now villagers live in brick houses.

There are fewer people in the village, and those who meet are all over the age of forty or fifty, or ten or even younger children.

Young adults mostly go out to work.

This is a very common village in the north.

Old age spent his childhood and youth here.

I found my oldest aunt, who opened the door to grandma's house for me.

In 2010, when Chen spent more than ten thousand yuan, his cousin's uncle built three brick walls, surrounded the cave dwelling, and spread the floor tiles in the courtyard.

Originally, the cave was overgrown with weeds, and three sides were adobe.

The cave still remains the same, and I said to my cousin's uncle, "this is the place where my childhood and teenager grew up and lived. I want to keep it all the time."

The cave is about two meters high, and the top of the cave and walls are rammed with loess.

There is a 1998 calendar on the wall, which is titled tiger and entitled "Wei Zhen five mountains".

The Kang's head was pasted with yellowed newspapers, and the Kang was covered with ashes. Sheng Mi's cylinders, wooden tables and white porcelain bowls were placed as they were.

In October 2003, Chen's grandmother and Shen Cai's little father died of gas poisoning and drove back.

As soon as he got off the train, he burst into tears and plopped down. He knelt before his grandmother's coffin and cried loudly, lying on the ground for more than an hour.

He invited the Yuncheng opera troupe to sing three days and three nights in the village square.

In 2005, Chen consciously wrote something to commemorate his relatives, "my root is still a scholar."

He started writing in August 2005 and wrote until April 2006.

"It's like being lovelorn, silly, dizzy, wandering around the house, remembering things that really wake up and forget everything."

He was too big in Daxing's house, and was afraid when he wrote it. "All his former relatives came back.

Normally these people have been isolated from you, but at that time memories were all aroused, and you lived with them.

You will wonder if a relative is sitting in the living room, sitting in the study.

I wrote and looked at it to see if there would be anyone in that room. The more you think about it, the more you fear it.

Later, he rented a very small house beside Westinghouse and concentrated on writing.

I think that the writing process of "going back" has also washed away the spiritual world of the old age, and brushed away the lofty spirit of the scholar and the vanity of fame and deeds like dust floating away.

Returning to the past is the softest part of his heart. After that, he can see the world of a majority of people with a more equal view.

"Old age is a conscientious person. He remembered that when we were young, we helped him, and later he helped my son.

Every year when Qingming Festival comes back, he will give me five hundred or one thousand yuan red envelopes.

Aunt Chen said.

Ke Linli said that there was a complex of civilians in the old age.

He cares about whether the delivery staff is clean and warm in winter. He hopes to set up a storeroom in Wenxi county so that people in their hometown can enjoy 24 hours of distribution service as Beijing people do.

"I feel like the boss who has achieved the standard of judging the elite. He has to look down and look down at his social class, pulling all the people, including suppliers and designers, to look down one after another and serve the common people in China."

Yang Fang, vice president of van customer's brand, said.

Even if Zara pursues such a cheap fashion brand that only wears one season and throws away, it will inevitably catch up with the aristocratic spirit at its price after entering China.

In recent years, costumes have begun to rise in price.

If you go to the mall, no one thousand yuan can't buy a dress.

A senior clothing industry told me that a garment usually sells at a price of only 1/10 of the store's price.

After each dealer's profit interception, shopping mall entry fee, shop decoration fee, labor costs and other layers of overweight, a cost of 100 yuan of clothing sold to 1000 yuan.

"Clothes are too expensive to see.

Of course, in recent years, cotton, yarn, and labor are rising, but it has not gone up so far. "

Jiang Xiaoyi said.

This left room for all guests.

Fan is aiming at such a group of people, born in the pition period of China's society, the Internet has become a group of young people in normal life.

They may not buy high priced fashion brands economically, but they see another fashionable world through the Internet.

They are also eager to synchronize with the world.

"Young people see what Paris looks like and what the United States looks like every day.

Ten years ago, a lot of young couriers will pay attention to fashion.

They want the world to be flattened and thirsty for freedom and equality. Why do you earn more money in Paris than you do in my life?

The Internet has leveled the world, freedom and equality become the spirit of the bones, and everyone yearn for more dignity.

For the first time, people first look at clothes, and express people in my clothes to communicate with people through such a fast fashion.

"Like those of them who have been doing the Internet, or people who have done fashion and Internet like me, we want to break everything, break all kinds of bondage, and provide things to ordinary consumers.

The original expensive brand value added to consumers. "

"This is people's fashion, that is, combining people with fashion, so that everyone can buy things that are cost-effective and affordable, so that they can be more decent, decent and dignified."

Yang Fang said.

In 2010, the billboards on the streets of Beijing changed to the huge portraits of Han Han and Wang Luodan, which were stacked with seemingly random but carefully organized words. "I am a guest", the four red characters are particularly conspicuous.

Zhang Jintao is now settling down in Beijing with her children. Sometimes she walks past Wang Luodan's billboard. She can't sleep at night. She thinks that when his grandmother was young, he was worried about getting goat's milk and getting angry. He also remembered that when he went back to Dalian to go to school, he said, sometimes a person lives there, and the wind is scared at night.

"So poor child, it's not easy to make such a big undertaking now."

In May 2009, Chen held a wedding ceremony at the East Jun Yue Hotel in Changan, Beijing, and just sent away some guests. He cried for four or five minutes with the 67 year old Zhang Jin Tao. The people next to him looked stunned.

Zhang Jintao also cried. "It's not easy. He broke out.

I feel that this child has been in the world for so many years, until he is 40 years old. He is so excited and happy.

Although Zhang Jintao was impressed by Wang Luodan's fan advertising, Han Han's endorsement was more popular.

On the billboard, Han Han wore a T-shirt of 29 yuan, which was written beside him: "love the Internet, love freedom, love late, love night stalls, love racing cars, and love 29 pieces of T-SHIRT. I am not a flag bearer, not a spokesperson, I am Han Han, I only represent myself.

Like you, I am a guest. "

Han Han is a writer and professional racing driver. He was born in 1982, and the boy became famous in writing.

In many people's eyes, he is a symbol of freedom, rebellion and independence. He often criticizes articles in public affairs and gets widespread popularity on the Internet. His blog click rate can reach about one million times.

In April 2010, Han Han was selected as the Time's "100 most influential people in the world".

He is the spiritual idol of many online freemen. He is also regarded by many as the leader of the 1980s.

This time, the endorsement of Han Han and Wang Luodan has launched a vigorous "all object" campaign on the Internet. Many people imitate the words on the billboard, compiling different passages, or spoof, or express their admiration, or publicize themselves.

This makes everyone happy.

"The endorsement advertising revenue is worth 1 billion 300 million yuan."

Yang Fang said.

May is a Post-80's who has been a certified public accountant in the United States. Now a foreign company is doing financial work.

On the day I saw her, she wore the pink chiffon skirt of everyone's foundation, carrying a red Coach bag, which she spent more than 300 dollars in the US.

There are more than 100 "VANCL" clothes in her wardrobe. The first thing she bought on van guest online is 199 yuan snow boots.

In the past, she thought that customers were cheap and easy to use, but they couldn't talk about any way of life.

After the advertisement of Han Han and Wang Luodan, May felt that everyone was different.

Maybe she would be glad that everyone's snow boots didn't have logo.

But now, she thinks VANCL's logo is cool.

"I told my dad that if I wanted to start a business, I had to make a cool website like VANCL."

May and her friends are participating in the event of "all customers and people".

This is an activity that encourages customers to upload photos. You can display your clothing with the product of all customers on the platform of "all customers and people", and can divide into money making.

May said: "in the world here, you can take pictures that you like."

She and her friends naturally made funny moves before the camera.

She is a member of China's post-80s generation, and was born in the fierce social pformation period in China. They were deeply influenced by western culture and grew up in the commercial society.

They are generally educated, skilled in using the Internet, and able to accept new things quickly.

Compared with the two generation of people, their ideology and aesthetic taste are more diversified; they are more concerned about themselves, and more calmly strive for their own interests; they are more outgoing, more strongly expressing their feelings, and more clearly comment on public affairs; they like "show" and "enjoy"; they paste the "otaku" and "Wen Qing" labels to divide the crowd and find the same kind; they like the lens, like the flash, and agree with Eileen Chang's phrase "to be famous as early as possible".

"VANCL advocates a way of life, I am ordinary, but I am me.

I think this is very consistent with the psychology of the 1980s and the 1990s.

May said.

Since 2008, everyone is considering the spokesperson. For a while, rain, Kaneshiro Takeshi will never be able to settle down.

Until the beginning of 2010, everyone made a hot T-shirt "Cherry Blossom T". When discussing the choice of spokesperson, I didn't know who put forward the name of Han Han.

Chen asked: "why do we not directly seek Han Han's endorsement?" it seems that because the bomb is too heavy, the meeting fell into silence.

Then everyone became heated.

Some colleagues jumped up and told Han Han how to be good.

After a week, Chen said, "Han Han."

Earlier, Yang Fang presented Wang Luodan to Chen.

When she did not know her, Yang Fang showed him a fragment of struggle.

He looked at it for about two or three minutes and then said, "this is up to you."

Yang Fang said, "I think it is Han Han's spirit that makes him look forward to it. Wang Luodan is more like an actor.

Han Han is very consistent with the characteristics of every guest. He has independent insight, daring to break, dare to think, dare to do and yearn for freedom. In fact, this spirit is actually the spirit of the Internet.

At this point, he is connected with the unique pride of everyone.

Like Han Han's high school dropouts, he dropped out twice in high school and college.

The children of high school in Dalian now know the old age, the only one who runs away from school.

"When I was young, I was idealistic.

When I was honest at school, I suddenly read a lot of puzzling books in the library. They had a fatal attraction. I couldn't understand it very well. The values were chaotic.

This distorts a obedient child. "

At that time, the society became very open. "Children do not have a fixed view of the world.

He read "lovers" and "100 years of solitude". The first edition of the catcher in the rye made him feel like "a very old child." he also read the new star of Ke Yun Lu, and Li Zehou, Gu Cheng, Kitajima and others.

I asked Chen: are you an idealist? He said, "I'm not sure."

True idealists are people who throw their heads and warm blood. Real heroes always wear their heads on their belts.

I don't count. "

In 2009, sales of van customers amounted to 600 million yuan.

Chen participated in the China International Clothing Fair that year. This is his first participation in the clothing industry.

"Eat with the founder or boss of several billions of companies, that posture, God, what do all the guests do? You can't communicate with people and eat a meal.

If you tell him what the guests are doing, they will not like to hear it.

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At present, the popularity of E-commerce makes the traditional clothing industry bosses grasp the heart and scratch the liver.

Pdf is an exchange platform for e-commerce industry. It has made an e-commerce training course for CEO in the traditional clothing industry. Xing Kong Yu, President of the Dai Dai network, has discovered that there are some anxieties and entanglements in the traditional clothing industry under the impact of e-commerce. "They can not understand why e-commerce enterprises grow so fast. Why do they have such a high valuation?"

Xing Kongyu said: "at the beginning, the traditional clothing industry can not see, despise, or understand e-commerce.

When I read it, I got scared, because I couldn't afford to play anymore.

When people live better and face more choices, the convenience problem is taken into account, and e-commerce provides this convenience. "

Xing Kongyu said that at the beginning of the year, millions of dollars began to be a customer. Now the average electricity investment in the new e-commerce project is 17 million 500 thousand US dollars, and the threshold is getting higher and higher.

PEAK CEO Xu Zhihua told me: "the low price strategy of clothing e-commerce is the most fatal to traditional brands, and the traditional clothing brands should balance the channels and interests of all parties.

But the clothing electronic commerce has the insurmountable limitation, that is the experience question, this is far from the traditional clothing. "

Zhang Tao, vice president of Anta, said that 2 billion of all customers, or even 6 billion higher, is a very small figure in the entire garment industry. The impact on the clothing industry is very small, but anyone can prove the feasibility of this model.

No traditional clothing business dares to ignore e-commerce. Anta also has flagship stores in Taobao mall, which is growing rapidly, and Anta will further expand in e-commerce.

After the resignation of Xu Xiaohui, the assistant president of VIC, he started his own business as an e-commerce. A fashion brand named "slow fashion" was first published in early April.

He said that the business mode of e-commerce is very simple, to make its own brand, make good design, find factories to produce good quality clothes, make the website well, find suitable promotion channels, and do well in warehousing, logistics and after sales services.

"Logic is very simple. Two sentences can be clearly stated."

"The industry chain of traditional clothing industry is more developed than yours, richer than you, having more resources than you, and having a longer history than you.

However, there is no consciousness and aesthetics.

There's no way to synchronize with internet groups. "

He believed that those bosses had generation gap with internet groups.

"He wants to do everything himself, and he doesn't understand himself. He can't afford to give up his interests.

He was anxious and anxious.

Huang Deyuan believes that traditional clothing brands are personal designers, while customers are mainly user data.

"At this point, customers are better than many of them.

It's impossible. They haven't changed their basic concepts.

"We never feel like we are making clothes. We feel we have been doing culture.

Right, when we let Han Han eat wonton and put wonton soup on the road sign, are we not doing culture? Why did the traditional clothing industry stop at 10 billion yuan? The deep reason is that it has failed from channel to brand diversification.

Like Me&City and Kappa, it is necessary to re-establish their sales system. This is not achieved overnight.

I don't want to talk to these people. They don't understand us. We can't understand them.

Internet is fashion.

When users buy VANCL, it is fashionable to buy, because VANCL is the most fashionable brand on the Internet in China.

Its innovation, its kind of breath, because only Internet companies dare to do so, the traditional clothing industry can not afford to play.

Metersbonwe tried to change the impression of "student dress" in the eyes of consumers in the past, launched the "new country doctrine", launched 6 spokesmen for different occupations, and the biggest spokesperson was over 60 years old. The chairman of the company, Zhou Chengjian, took the lead in positioning himself as "national tailor".

He tried to inject black cat sheriff, Na Zha, Shu Ke, beta and other elements into his T-shirt, making Metersbonwe a brand of all ages.

Lining, another clothing brand, changed the logo similar to Nike and played the banner of "post-90s".

When the traditional garment industry is plunged into the throes of pformation and tries to gain more voice in the first tier cities, the first tier cities become the largest consumer group.

Jaga, assistant manager of charge of warehousing, said: "in 2010, the average daily order is seventy thousand or eighty thousand. In terms of cities, Beijing is the first, Shanghai second and Guangzhou third. If it is planned according to the province, Guangdong is the first, because Guangdong has Guangzhou and Shenzhen two big consumer markets, and there is a very fast growth of Dongguan."

I noticed that in the old office, there was a wall on a bookshelf, with the book of biography of Mao Zedong, the study of the history of the founding of the People's Republic of China, and the Autobiography of Bai Chongxi.

An Internet analyst said: "Chen likes to study the history of the Communist Party of China very much. Only a few generations of Internet entrepreneurs studied the history of the CPC, only Ma Yun and Zhou Hongyi."

Old age likes to talk about Lin Biao's tactics.

You will be quick at any time, but you must be slow and careful when launching the general attack.

When you think clearly about it, you run fast.

Do it on a large scale, without scruples and strong execution.

When I was in high school, I dropped out of school, taught for a while and went to college.

Later, when he was admitted to university, he dropped out of school and made a living in Beijing.

Chen said: "it can be tossing.

Children who are very noisy when they are young may grow slowly and gently. The students who followed the rules in the past began to be cynical after the age of 30.

I am more gentle and less adventurous.

The spirit of disregard for fear, which is reflected in the work, is actually understood.

He had been fooled by his aggressive behavior.

After dropping out of college, Chen bought antiques from villagers and wanted to make a fortune.

The whole year lost 700 yuan.

He was angry for several days to lie on the Kang, and he didn't eat tea or motionless. He stared at the ceiling of the kiln without a word.

His grandmother said, "the baby is also a big thing to eat."

Only then did he persuade him.

Later, the money was paid back to the father in Dalian.

Ke Linli believes that "his sharp sense of smell in marketing and marketing is innate.

But risk control and prudence are really formed in excellence. "

Old age was brilliant, and at first it was very exciting, but it soon faced the cold winter of the Internet.

What to do? A word "boil".

In 2003, Lenovo did not want to invest in a shareholder's divestment.

At that time, only about 3000000 yuan was outstanding, and the arrears were about 10000000.

In the face of debt, every day, suppliers try to defaulted on their debts.

Otherwise, if you take the book away, I will not sell it to you.

But excellent network is not too small for booksellers. No booksellers dare say that they will not supply excellent products.

A bookseller must boycott a joint venture, and in the old age, it is impossible for the other party to give up the channel.

"In this process, I exercise management of an enterprise, and is a digital speaking enterprise."

Chen said.

Before he founded all customers, he considered making herbal medicine business, because Wenxi produced medicinal herbs.

He knows the raw materials locally, and understands the sales market in Taiyuan and Beijing.

A few months later, he decided not to do it, and felt that the market for Chinese herbal medicines was too small.

"He is not a mess. He makes decisions on the basis of investigation."

Li Wenan, the two oldest uncle, is actually the two uncle of Chen's cousin.

Old age pays special attention to the ratio of input to output. He often asks subordinates: can one million of investment bring two million or three million of sales? If not, it must be measured by data.

All customer promotion requires this assessment.

Wang Chunhuan said: "he has a strong sense of risk and is fundamentally conservative.

Look at the data every day. People who do not see rabbits do not hawk hawks. If there is no real thing, they will not be aggressive.

Old conservatism is mainly in controlling cash flow.

Last year, all customers did offline advertising. Up to now, they haven't done any TV advertisements yet.

He first tried it on a small scale until he was able to follow up with the cheetah running.

Anyone who lives on the Internet is a huge data company in itself.

"The Internet will give you data every second, your timely adjustment is instantaneous, so you will see the trend from the details.

I said that this year there will be 10 billion of the planning, some links will be done according to the 10 billion plan, but some of the core role of the link will continue to adjust as the market changes.

Our inventory will adjust with the progress of every day, and expect to react quickly next month. "

Chen said.

At 3 p.m. on March 10, 2011, at the promotion meeting of consumer rights protection of Beijing online retailing enterprises.

Chen and Liu Qiangdong, the founder of Jingdong mall, met and they stood together with a smile.

The two are the top figures in the B2C field of e-commerce in China.

In March 30th, in the China e-commerce investment and financing summit, van guest and Jingdong mall were listed as "China's most investment value e-commerce 50" first.

All customers grow at an annual rate of more than 300%.

This train, which runs at a speed of 350 km / h, lets people sweat it.

Will it be derailed due to an extra small stone on the track or a loose screw between the carriages?

An e-commerce analyst said: "the sales of van customers are increasing rapidly, but can the ability of personnel management and personnel keep up? This year it will turn four or five times. Can the supply chain catch up with this growth level?"

But from two billion to ten billion, there is no experience to learn from.

He and Jingdong did not go in this direction.

For today's customers, only 20% of the property belongs to the Internet, more of the traditional clothing industry - fabric, design, sales, logistics, channels, warehouses.

Under such a rapid growth, can each of these links become a building block in the old age, and will it be constructed at will?

There have been two burst positions.

Because the logistics didn't keep up, a large number of orders fell behind the warehouse.

For this reason, I made two public apologies for the first time: "when I first wrote a public apology letter in 2008, I was filled with guilt. I thought it was too annoying. We could not deliver thousands of bills. What would the company do in the future?

The second (May 2010) open letter is afraid that we can not deliver hundreds of thousands of orders in the warehouse. You know that hundreds of thousands of users are scolding you, and it's very stressful.

Jiang Xiaoyi said: "our shopping process is relatively poor.

We are improving, we have done so long e-commerce, there is no reason not to do well, mainly because of the development too fast. "

The worrying problem is that 80% of customers are repeat customers. This ratio is too high and I hope they can come down.

"We should have more new users to grow."

At 21:48 on April 14th, I ordered three women's M VT for my wife, and I received them at 10:30 a.m. the next day.

One fits well, and the other two are smaller.

I want to change clothes. I call everyone's customer service from 11 a.m., about five or six times, until about 16 a.m. at 0:50 a.m.

However, the boy in the connection was very good. He explained that the business was too busy to call the phone.

About a minute, he completed the order change.