VCG CEO's Old Events

In recent days, the Internet began to spread a message, saying: five to ten years later, I hope to buy LV, then sell the same price as Vic, and buy CONVERSE, canvas shoes will be sold for 50 yuan...

"I understand. LV The cost of production is really that much. You go to Jiangsu, Zhejiang and Yangtze River Delta. manufacturing industry If you look at the base workshop, you will feel very hopeless. Because this is the product of all customers, there are some luxury brands, which are all the same fabrics, the same cotton, the same workshop, the same workers.

CEO, von Chen Cheng, said in an interview with a website. All these words are everywhere. Not only are the media reprinted frequently, but the Internet is everywhere. There will be more media coverage of this year because of this sentence.

In this regard, the old age explained: "the reason why I took LV as an example is that it is more famous, and other brands like it are known, and the public's awareness is not so high. If I can really buy LV, I will sell it to the same price as Fan Cheng pin pin. I say so because I understand the production cost of LV, and it really is worth so much. "

"Everyone buying LV" is actually a joke. Because I think LV is satisfied with vanity, especially the vanity of the rich in China, which we all see more important. "

"In fact, I think so. Buy LV. If one day, when fans are very busy, there will be a lot of spare cash, so we can really take a few more of these companies, so that they can sell the same price as those of customers.

The old age of being obsessed with luxury goods said, "as far as I am concerned, after spending all of my business, I rarely spend money on luxuries, and consumption is also dropping. Because I can't convince myself to buy it again.

"Besides, these luxury goods have been talking about their brand culture, or the national treasure of that country. If so, its own people should support them, not the Chinese people in particular supporting them. What I see is that people in their countries do not buy them and buy them on the riches of the emerging market. Where does brand culture come from? It's all the same thing. "

He said, "in the past, when we talked about brands, we looked up and looked up at them. This brand of cattle, so dare to sell ten times, one hundred times, is the so-called brand "premium", on the cost of multiplying many times, one hundred times one thousand times, ten thousand times to become LV. The question is, why do you ride so much? No reason. We see that when these brand goods are taken one time, they are lying behind each other.

"After reading so many years, I really know how" culture "shapes one thing. {page_break}

While talking about LV in the old days, the head of V+ (vjia), the guest mall, revealed that by the end of this year, V+ will definitely introduce luxury goods. In addition to LV, GUCCI, Chanel and other internationally renowned luxury brands will also be launched online. This means that although Chen hasn't bought LV yet, he has started selling LV.

Last month, V+ mall pioneered the sale of luxury skin care products. These include La Mer, which sells for 2300 yuan a box. This seems to be a battle for LV at the end of the year, accumulating users and experience.

"Excellence over 6 years, billions of dollars, that 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.

In 2007, they took pains to name the e-commerce websites in preparation. At the beginning, Lei Jun started his head. He said, "Amazon in the United States, can you start a Nile River? 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 fiancee who studied French in the first place had a name: VANCL. "In fact, it sounds like a foreign flavor. It has no other meaning."

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.

When the website was founded in 2007, domestic clothing brands were large and small. 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.

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 took a garment factory in Daxing. After pointing out by friends, I went to Jiangsu and Zhejiang to find a factory. They touched many walls in the factory, and the other side was unreasonable. They could not understand how clothes were 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.

In 2007, Chen founded all customers, and set ambitious ambition to earn 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. 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.

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.

"Why do we not directly speak to Han Han?"

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 seemed that the bomb was too heavy, and the meeting fell into silence. Then everyone became hot. Some colleagues jumped up and told Han Han how to be good. After a week, Chen said, "Han Han."

"I think it's Han Han's spirit that makes him look forward to it. Wang Luodan is more like an actor, so it's not so deep inside him. Han Han is very consistent with the characteristics of every guest, that is, having 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. The employees of Chen company 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.

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. "

In the eyes of many people, Han Han is a symbol of freedom, rebellion and independence. Because articles that publish sharp criticism on public affairs are widely sought after in the Internet, his hits 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." Van customer said. {page_break}

"Real society can be very snobbish sometimes. This era proves that your own method is best to earn more money."

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 old father was a college student. The old father married in his old home. His old 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. In the impression of Chen primary school teacher Zhang Jintao, Chen often suffers from fever and always has a thermometer. When she was less than one year old, she had been to Tianjin to see her old mother. At that time, her mother brought tears to her son and asked Zhang Jintao to bring home a lot of the most fashionable nourishment at that time.

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.

Before going to the Internet, Xu Zhiyuan, a friend and columnist, asked, "why do we have to do business?" Chen said: "real society will be snobbish sometimes. This era proves that your own method is best to earn more money."

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. "

In 2010, 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 in these lines had nothing to do with their lives. They can't afford it. They can only go to the morning market and the zoo (a clothing wholesale 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".

There was a complex of civilians in 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.