Old Age: The Customer Team Has Seized The Test.

Born in 1969, he joined the establishment of the book club in 90s of last century and served as the first editor of the book "good book".

He joined the excellent network in 2000 and began his business trip.

In 2005, he left excellence, and the two venture set up a game prop trading platform - "I have a network", but it did not succeed.

October 2007, three degrees

In the winter of 2011, the brand B2C electric supplier was in the "whirlwind" whirlpool, and even once said that everyone would soon become the "plate lunch" of the Jingdong mall.

So what is the truth?

Since the second half of 2011, all kinds of bad rumors about customers have been diffused in the market, from the layoffs to the listing, and then to the turbulence of executives.

In January 2012, the founder, chairman and CEO of VCG accepted an interview with reporters for nearly three hours, summarizing and reviewing the story behind the success and twists and turns of the four years of venture business.

Q: the outside world thinks that everyone's choice of spokesperson's vision is very good, as well as any object creation.

What's your opinion?

Chen: we all feel that their four spokesmen share something in common. First of all, they are fresh and healthy.

The birth of an object may not be regarded as a person's work, but the success of the object is due to the fact that it touches the nerve of the user's self expression.

The cornerstone of the object is the triumph of literature.

In the beginning, they were compared to the draft TV TVC script.

It was coincidence that we had just got the billboard, and Han Han and Wang Luodan both went up. I remember Han Han was half a head down and wrote a T-shirt beside him for 29 yuan. The picture was bare and blank.

Later on, the work of the far hills proposal was to delete it.

I was advertising then.

As for the effect of coming out, it is the fermentation of netizens. This is the user effect.

If you say that we have really made a plan to plan out the red, it is impossible.

When Huang Xiaoming was chosen, we communicated with him, "no matter what you do, you face it directly", which requires courage for Huang Xiaoming.

To finish Huang's advertisement, I think we have completed the interaction between the brand and the spokesperson.

At the very beginning, Han Han and Wang Luodan were chosen as our choice. But choosing Huang Xiaoming is actually a choice for netizens to help us. This tension is enough. How can we have a greater tension? We think of Li Yuchun.

If this is a novel, Han Han's start is pretty good. How can we give him a little bit in the middle? We feel like Li Yuchun.

But after Li Yuchun, it's very hard now...

We haven't finished this series of Li Yuchun, but we have voted for the "1984" advertisement.

Q: everyone's expectations for customers are also focused on the launch of your marketing plan. So are you stressed too?

Chen: maybe...

Maybe we should go back to that point: as long as we think this TVC is our satisfactory work, it is enough.

I am actually asking for these advertisements. I hope they will be the most natural and realistic.

Han Han pushed him to drink soup at the stalls in the evening, and Wang Luodan sat on the bus to read messages.

This is what I want.

Because people are lonely when they are more often.

In a 24 hour day, the most time for people is to stay alone.

This is the only request I ask them.

Q: do you spend much money on advertising?

Chen: the spokesperson also has a lot of money, but he spends more money on it.

When you take down the road signs of the top ten cities at once, it will take a lot of courage.

Tens of millions of dollars a month.

This is frightening as we let Li Yuchun and Jobs appear on the road signs of the top ten cities overnight.

Q: what kind of company is a company in your mind?

Chen: in my mind, it is the first one.

I think the results of the past four years are actually the result of organizing resources.

I do not engage in production, nor do I have designers, nor do I buy land. Our storehouses are rented.

After buying land, the temptation is very big: once you buy the land, you want to make real estate, because you will feel uncomfortable when you look at the warehouse.

The vice president of Itochu East Asia held me at the annual meeting, saying, "my performance in Van last year was three times that of the year before."

Neither did they.

This means that nearly ten million pieces of clothing are produced by customers.

A few years ago, we had no such treatment.

Fan Cheng Cheng began to enter the Internet on a large scale from the day of February 27, 2008.

This is going to happen. In fact, these companies who are content with the Internet portal are also very nervous. What if all the customers start the fire in 2012?

I tell you, "let's go on."

Q: how much do you put on Internet advertising?

Age: no less than five hundred million, much more than road signs.

The road is dominated by road signs, which plays a role of brand promotion.

Internet generated user pformation is very direct, the road sign, then I feel that the price is too high for us, and later we all see where we advertise, you see 2011 is everywhere Internet advertising.

For advertisers, it is very important for him to give orders to anyone, not to see how much the price is, but to get orders from others.

Q: all the T-shirts and sail shoes sold by customers are standard parts. The gross profit is very low. What do you earn by making money?

Chen: in fact, we only have a star product that is our VT. Maori is the lowest. The other non star products have high gross margins.

It's very simple. We sell it directly from the factory to the storeroom. There is no intermediate link.

But of course, we also have logistics distribution.

Therefore, only logistics and distribution are involved in the whole process. You must have output. This is a rigid requirement, while promotion can be pumped.

Q: so the way you want to make profits is to reduce the cost of promotion.

Chen: No.

I think our promotion has entered a benign period, but it is never possible to go to the stage of eating old books.

You want to be a long-term and sustainable brand, such as Coca-Cola, Mercedes Benz, the brand influence is big enough, but which magazines do you not see their ads? In 2008, advertisers accounted for 60% of the total revenue, but in 2011, they accounted for 20% of the total.

Van guest made the largest logistics layout in 2011, which is the 28 repository for any enterprise.

Jingdong also certainly does not have 28 storehouses, some biggest in sixty thousand square meters, the smallest storehouse four thousand or five thousand square meters, altogether 400 thousand square meters.

If you pull out the list of the 28 libraries, you will find it interesting, like Dalian's library, Harbin's library, and Shanxi Yuncheng's Library - that's my hometown.

I want to do some experiments there are some big libraries that I have to use, but there are some thirty thousand or forty thousand square meters of storehouse for everyone to do experiments. I want to make sure: because our service is bad, or because there is no demand there.

You can't put these arrangements at today's time.

In 2011, we made some long-term deployments, especially the deployment of some large libraries. We realized a problem: if we do not deploy now, we will encounter disastrous things in the next two years.

Even when working in 2009 and 2010, it is impossible to resist such a crisis.

I joked with them. When I was from 100 million to 300 million, the growth rate was 160% on the surface. From 300 million to 1 billion 200 million, it increased by 300%, but the absolute value increased by 900 million. This year, the absolute value increase is too great.

On the surface, you can see that the growth rate has slowed down.

Not bad, but the absolute value behind it is very large.

Q: the main criterion for evaluating the Internet industry is the growth rate of investment circles. The customers are still in the stage of investment. They are not listed yet. You are still waiting for the approval of the capital market. Is this not a pressure on you?

Chen: from the perspective of investment, because there are so many investors, I have been dealing with investors for such a long time without any pressure.

Everyone's expectations for customers have changed from the initial short-term expectation. Now we are increasingly looking at the long-term value of van guest, which sells 80% of the sales from two purchases, which is not in the B2C industry.

Especially in the last round of investors, they are concerned about the long-term enthusiasm, which is totally beyond my expectation.

Investors did not give me any short-term pressure to go public.

Their communication with me is: don't worry.

Q: what do you think of the inside world's outsiders' impact on you since last winter?

Chen: we feel that we have been tested. This is a very good test for the team. It seems like a sudden great pressure, but the team caught it all at once. It's okay.

The whole team is very strong.

Catch it.

Actually, it is not because we ask these questions that we come up with introspection.

The company began in July and August last year: our biggest danger may be that our minds are too hot.

Our conclusion at that time is that the top level is impetuous and the grassroots is arrogant and corrupt.

Q: since the development of a small company, a large company with ten thousand people is facing the need of institutionalization.

Are you going to a gateway now? On the one hand, we must have a system, and on the other hand, we must maintain the spirit of innovation.

What do you have to do?

Chen: you are just talking about our reform.

In the past, we had only two product divisions. Its income suddenly changed from tens of millions to several hundred million, but it is still so large that it is increasing, but its power, especially the power of some basic employees, has been inflated, and a child can buy tens of millions of orders overnight.

We finally combed the situation over the past years, and found that many "85 years" have placed more than thirty million orders in the past year.

After recognizing this problem, I divided the two departments into five business units to solve this problem.

Train five leaders to make them like a single company and put all their responsibilities on them. In addition, three production centers have been set up.

This is equivalent to splitting my past two departments into eight departments, or eight career companies.

I have made it clear to you that the five departments do not end there.

One day, it may become ten or fifty business units.

Q: is your way to remove them?

Old age: Yes.

Small businesses must be demolished to give them the mentality of starting a business.

Another way is to set up a data center.

Van guest set up a data center six months ago.

Like the Bureau of statistics, every day, looking at the data, all the data, see whether there are any abnormalities in each link, it has a set of standards.

In the past system, I only care about several numbers: the growth of new users, the repeated purchases of old customers, the amount of sales today, and the gross profit.

I care about these numbers.

The information of the supply chain, though the system can be presented, is scattered everywhere. The data of many supply chains is that people in the Department are looking at it, and it has not become a net of a company.

The data center set up in July is to turn these data into a pparent, "traffic map" that you can see. You have to see if there are any anomalies on all points, and then these situations should be made public.

The role of data centers in the company is supervisory control.

It's the alarm.

It can not be absorbed into the work of the business department.

It can only say: if you have an exception, you will ask the business department to explain.

Q: when it comes to this team, we all know that you have deep feelings for those old men who come from excellence.

How do you treat new people and how to cultivate their sense of belonging?

Chen: I think you are sometimes not logical. I am still a logical person: I have worked with me in the group of outstanding colleagues. They have worked hard in excellence, and it is also a group of cadres that I have cultivated.

I bring them to be a fan, on the one hand is everyone's tacit understanding, on the other hand, if everyone can do well, it is also a good thing for me to do excellence, and give me a reward for these teams.

However, there is no such thing as the organization of all resources, and no fresh blood is impossible.

The elderly have no experience in making costumes, and lack experience in brand building. These areas rely on fresh blood.

On the other hand, it is also a proof that we can start our business together for so many years.

If everyone's culture is not good, it's unhealthy. If I'm very sharp, how can these people be with me?

Q: the growth of Internet companies is too fast. In the past few years, a company of 10000 people has grown, which is unthinkable in traditional enterprises.

This is a great challenge to managers.

What's your opinion?

Age: at this time, we must have self-management.

So why did I say that our team was impatient in July, in fact, it was a kind of self-management.

I have my own view that all difficulties are self limiting.

For example, if you scold me, I have to argue with you for a long time. This is a kind of self limitation.

Why have I recently started media interviews? I am sure I have my reasons, and these reasons are not that I have been amused by you. I feel that it is necessary to do this.

When the company had ten thousand people, I had to go out.

Because they need to know the truth.

If only one hundred people, you are scolding me, I really ignore you.

Q: 2011, do you think the harvest is great this year?

Year: this year...

Nothing?

It's a lot of things.

Around 2009, when everyone was expecting the "star company", I remember the scene of the awarding conference. Everyone was very excited.

When I prepared my speech the day before, I wrote about entrepreneurship, thinking of "entrepreneurship is the best thing to do."

Later in the 2010, I felt that when we were in the interior to explain the guests, I wrote that every man should be an ordinary traveler in the long river of time.

So this is also a requirement for self worth.

Seven or eight months ago, at a very important meeting, I said a few words that we are less confused, lost, and less self inflated.

These two sentences all refer to each other.

We expect a big surprise, but don't overexpand. If that surprise doesn't come, don't be lost.

I am very glad that I can notice the crisis of customers before July.

It is not now that something is going on.

These things have now been dealt with.