Taobao'S Appreciation Journey For Young Artists

< p > if it wasn't for 2005, it used 1000 yuan to open a Taobao store with sister Xiao Feng to sell India and Pakistan clothes. She originally went with the independent artists of Shue Tsuen and Songzhuang, who were in the same way: Nan Yi < a href= "http://www.91se91.com/news/index_c.asp" > dress < /a > after graduation from design, North drift, rent a flat in Beijing suburb, group underground rock band, make money out of the record, the income of the performance can not even earn money by taxi.

Her band is called "21 grams", because it likes the setting of Alejandro Gonzalez in Mexico's movie of the same name: people lose so much after death: the weight of the soul.

This pure soul has lasted for 5 years, and has been open to the studio for the job of outsourced graphic design.

She did not think of herself. From the moment that little wind was no longer satisfied with the clothes sold wholesale, the moment that people proposed to make their own clothes sell themselves, life began to turn.

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< p > the current "crack and silk" is a company with more than 700 employees, an increase of 380% in 2011, and a sales of 500 million in 2012. "Fast fashion + designer brand + e-business" company has opened up a men's clothing brand "non pool" and a line shop, attracting the investment of Jingmei venture capital and Sequoia Capital of more than ten million dollars.

In Taobao's "double 11" this year, the sales of single stores exceeded 85 million, and the whole brand was over 100 million.

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< p > now the strong winds and small winds are still the main designers of the "cracking and silking". The official identity is CEO.

Their partners, former rock musician Ceng Yong and former retail product practitioners are also cracking up on Feng, each of whom is in charge of manpower and supply chain.

The two families went to work together. They went to work together in a house and shared a dog and two cats together. They had 4 months to travel together each year.

Unimaginable state, and two years ago to gross profit, net profit, budget, inventory turnover index and other indicators of a gale of wind into the eyes of investors in the "data control", "executive crazy" as incredible.

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< p > strong > war, burning money is not a woman's nature. < /strong > /p >

< p > Art youth and businessmen are two kinds of creatures.

In the girlhood, she was obsessed with Sanmao's writing, and dreamed of going to distant places to roam and write as a student.

In order to have a set of three wool collections, she left home alone at 15 years old in Nanjing to study kindergarten teachers. She sold some melon seeds and mango stems in the dormitory from time to time, and was instructed to stop by the director.

This short business has been her wish, and a wooden guitar has been attached to her, so that she has initially tasted the sweetness of the two questions of "eating" and "dreaming".

Yes, at the beginning of the story, splitting the silk and snacks is just like living in her own life. It is not to look at the human face, but to work with her father to help carpentry.

After work, the economy allows her to go back to the world of literature and art.

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< p > 2006, in a private house in Tongzhou, Beijing, two designers, models, photographers, copywriters, customer service designers -- gale, Xiaofeng, two tailors from the streets, a friendship planner, retired little wind mother-in-law from the clothing factory, started a business trip without knowing what entrepreneurship is.

Strong colors and complex embroidery make their clothes seem to have a distance from everyday life.

Even the brand name has been very uncommon -- the prose "Jane broke up" in April, which is not popular in Taiwan.

Because the quantity is too small and no factory is willing to work, they use two old sewing machines to make them manually.

Because they have the desire to express themselves, they name each other's clothes and write a little poem, and move the text in the diary into the product description, which is the embryonic form of today's marketing copy.

Every time they sell, they will read the comments one by one on the computer, chat with the buyers all morning, and then rub the ideas into the next round of design, so it is not difficult to see that they now attach great importance to customer service and require new employees to do the customer service for 6 months before they start operation.

Such a small number of things can become popular. In a gale, "it is a creation. It shows that society is progressed and pluralistic."

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< p > they are not very good at talking about patterns.

Before accepting venture capital, they never even equated themselves with entrepreneurs. They did not have any idea about data indicators. They just used common sense to make judgments.

Like many grass-roots C stores, it cracked up early and established a fast supply chain according to the rules of Taobao: a lot of money, only 5 or 10 pieces. It used the pre-sale method to test buyers' likes and dislikes and arrange capacity, and zero inventory - never referred to the experience of ZARA.

Later, they often organized flash buying and group buying, but they did not regard it as a new mode of electricity supplier. They only embraced the mentality of "Limited sales promotion with shopping malls, opening fifteen fairs in the first day of the village".

In order to facilitate the about 1000000 member shopping and interaction with them, of course, it is also a need for listing, breaking the silk line 2 months ago on the B2C official website, sending 3 people to operate and maintain, and now sales have broken through 2 million. To know, many brand electric providers are throwing money and changing the concept of B2C, and one or two years later, we can reach this figure.

The reason behind them is simple: they have studied demand and profit before deciding to do it.

"Business must be profitable, and we can feed ourselves, so that we can continue to develop.

Just like you run a family, you can't be in debt. "

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< p > 1000 yuan, they are totally against the burning money.

Last year, they had invited some professionals and professional managers to "airborne" because they broke up on this idea.

This is not emotional, they have their own logic: "burning money is going to be a model."

Mode is the product of the times. It is just a vacancy in a certain period of time, and if you want to grab the first place very quickly, you must burn the money.

But we are brand electric providers. In the final analysis, they are brand and retail.

Products come out of the decision 80%, sincere and without losing level to convey the concept, style is called marketing.

As for data mining, traffic introduction, reasonable pricing, and good customers, they all stipulate actions and basic principles. They are not without skills, but only play a small role.

What's more, the retail feature is that you can never be very much in the world. Just do the product quietly and control every node. "

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< p >, therefore, for the beautiful roots of the data, their answers are super succinct: products, products and products.

Under this banner, the rip and silk people are a bit "house" relative to many social players in the business community, and two ears do not hear the window, and concentrate on making products.

Tang Feng Feng himself called himself a "commercial house girl": working days to deal with the company's internal affairs, watching movies on Saturday, listening to music and accompanying dogs and boyfriends. Last year, he opened micro-blog and went to his peers' home to attend activities. He rarely attended the activities and did not care about the media and speech. After a year's advertisement in Tmall, the cat came to ask, and she realized that she could still advertise it! < /p >

< p > for this kind of "indisputable", she considered the nature of women: "women do not like to fight so much, and human beings have never had so many wars in the matriarchal system.

I do not ask myself to be the biggest in which field, and I want to be as close as possible before the market averages.

I don't think much about what will happen in 10 years' time. I just want to focus on how to make the company healthier and stronger.

These foundations have been consolidated. Things will naturally move forward. What should we do next? Let's sit down and discuss together and make decisions by the team.

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< p > her team's most "embarrassed" battle in Taobao's fierce competition for women's wear is to make a list of hundreds of stores in front of the C store, and learn and learn from them one by one.

Every time you catch up with a family, you cross out a name.

There are only a few names left on the list.

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< p > < strong > gentle leadership > /strong > /p >

< p > writer Malcolm Gravel invented a "law of genius": a person can invest in a field for ten thousand hours and become an expert.

Tang Dafeng is the practitioner of this law.

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Less than 8 hours per day and over 6 years, P has spent all ten thousand hours.

From the mysticism of Deleuze, Ogawa Shinsuke and Sophie to leading the more than 700 people in the volatile market, she has only two weapons: fast learning and execution.

"I am a person who can't stop thinking. What I decide today will be overcome tomorrow.

Not only ask yourself, but also ask others, but just try to be as gentle as possible.

She appraise herself.

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< p > this long haired girl who has made a lot of braids and smoked and bolder than a href= "http://www.91se91.com/news/index_c.asp" > /a > has hardly stopped smoking. It is hard for you to imagine her saying with the director of the Department that the annual resolution will be like this: "what else do you want to do in five years?" "sister, let's make some sub cards."

"Can you do that? Is that enough?" "yes, yes."

As a result, there will be a simple style of sub brand online in March, and there will be children's style and romantic style.

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< p > her soldiers are called children, and the average age of these children is 256 years old, and the directors are almost 30.

Children love to call her elder sister. They work together for more than 3 years, and for 5 years, they communicate with each other very well. They even have cartoons.

However, employees' autonomous decision-making power is very large. Every year, two or four eldest brothers leave the company for 4 months, and even the phone rarely rings.

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< p > this is both a natural manifestation and a management method.

They realized this three or four years ago when they sold and sold tens of millions of dollars.

At that time, they did not understand management and pursue perfection. All their lives were occupied by endless endless affairs and endless phone calls. They felt that the whole people were tied up. They were completely contrary to the state of their dreams -- the shop on the edge of the hill, the shop on the beach, drinking coffee, painting, selling and selling books and books.

There is no shortage of money, but the choice faced by all the big Taobao sellers is in front of them: turn off the company to realize their dreams, or make the company a dream come true.

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The process of "P" entanglement is very long.

The gale felt that the colleagues who had worked hard together had feelings, and he was not a habit half way.

Because she was too tired, she had a serious illness, prompting her boyfriend to make up her mind to give up music and help her in the company.

In the end, it was the little breeze that was more carefree and unfettered by her mind. She even asked her to open a small shop in the world. She also needed decorating, loading and receiving guests, and faced with all the problems facing the company.

Instead of escaping from the bottleneck of a company, there is no need to face the bottleneck of life.

It is better to be more patient to bring the team out and let yourself get rid of the specific matters.

After thinking about it, the first decision they made was to accept venture capital.

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The cash flow of "P" has been very good. Therefore, the intention is not to ask for money, but to regularized corporate governance, strategy and operation, and to lift the split up to the height of the enterprise.

Until now, the company did not have the annual budget, warehousing, logistics, labor costs were not accounted for separately, the financial and personnel structure were chaotic, and the annual sales of 80 million dare to make a single 6 million of the boots, according to just like.

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< p > this Jingwei venture partner Zhang Ying has been sitting in the United States for more than ten hours to return to Beijing by plane, eating hamburger cola, and finalizing the investment with the two sisters for 2 hours.

Zhang Ying later pulled up the Sequoia Capital, and Shen Napeng did the director of cracking the silk. Tang Feng basically turned the supervisor, Qian Kun, vice president of Jingwei venture into a management dictionary.

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< p > now, Wen Qing, who has no figures in his brain, does not ask for staff to punch cards. He will arrange 2000 travel funds per person per year and build a fully equipped office in cafes and football fields.

Leisure has never turned over financial books, but it has made clear all the operational indicators, quantified all the objectives, and authorized the departments to voluntarily undertake and execute them.

The directors have entered the state of dozens of phone calls she has been through for a day. She began to think about options and listing, and set up the three stage goals of opening up sub brands, online and offline parallel, listing, and becoming the designer's brand in international voice.

At the end of last year, she returned to Nanjing to attend a student reunion. Only ten years ago, many students who had bought silk and silk clothes had known that she did it.

"They made fun of me, saying that the people who had no intention of making clothes before were now fully absorbed in their clothes.

I said, this is a stage. In the future, I will be a great writer.

The soup burst into laughter.

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< p > < strong > dialogue < a href= "http://www.91se91.com/pioneer/" > Tang Feng Feng < /a >: < /strong > /p >

< p > Q: what are the strengths and weaknesses of female entrepreneurs? < /p >

< p > A: there is no absolute superiority or inferiority. There are two sexes in nature, which are reasonable and complementary.

Simply and roughly speaking, women are softer and more sensitive to emotions, and make the team feel harmonious.

Men are logical and have a clear goal. They are good at driving the team with a sense of accomplishment.

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< p > Q: what is the leadership of female entrepreneurs? < /p >

< p > A: I can only say myself.

I am like a child, sometimes very rude, but I am very sincere.

The middle and upper level staff therefore trust me, which is very helpful for management.

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< p > Q: what has been the biggest growth in business in recent years? < /p >

< p > A: the executive force was strong before, but there was no definite 12345.

I didn't like it before.

I don't like it now, but I can understand you.

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< p > Q: which male partner or employee would you like to find? < /p >

< p > A: first, the mentality should be open.

Women's mentality is also open, but men are not willing to be open if they aren't open; second, good and honest, otherwise you know that men have great destructive power; third, there is executive power; fourth, have a strategic vision, do not worry about the present.

But why do we have to ask men questions? I think people are about character, not gender.

There are many comrades and lace in our company. It is also a legend in the industry.

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< p > Q: what is the biggest bottleneck at present? < /p >

< p > A: production supply chain is not particularly strong.

Although the brand has been very strong compared with the Amoy brand, there is still less than the offline brand.

This deficiency is not entirely because we are not doing well.

We used to build factories ourselves, and we started off last year when we shut down factories in April. Now we only need more than half a year to complete the supply chain.

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