Interview With CEO

The old advertisement has a very strong attitude, and when the old clothes have an attitude; whether the old age can do a good job of clothing is highlighted by the traditional industry and the Internet with the focus of the revolution. The two industries are all anxious to explore the way. If everyone can make good clothes and explode through the Internet, the old age will become the richest person in China, otherwise it will be the boss of the second class electricity supplier.

　　 In an interview, Chen talked about:

If he had made such a dream in his old age, he would have changed his mind in a dream: he first turned into a former Jobs, and was driven out by his own company as a founder. After some hard work, he then returned to theatrical style, chopped off the messy product line and focused on several core products. Finally, he was like a Apple Corp of consumer company, holding the intersection of e-commerce and clothing.

Then continue to turn into a sexy fashion tycoon, like those of the international clothing industry, such as Versace (Gianni Versace), Armani (Giorgio Armani) and others, become very elegant and fashionable people, or like Top Shop boss Green (Philip Green), although big belly poop, around is also beautiful woman like clouds.

This dream is very important to the founder of Vic. Because it involves two essential characteristics of enterprise: concentration and professionalism. It may be easy for old age to become a focus again. This is just the playing field, but the profession is a great challenge. There is a very worthwhile evaluation of customers: advertising has attitude, clothing has no attitude.

In the past four years, he has taken a more serious look at hurricane driving. The company's scale and self-confidence have been over expanded, attracting 6 rounds of investment totaling 422 million US dollars. This is the typical example of this business bubble seeking "quick but not broken". In crisis, old age is suffering from transformation.

The old healing weapon is a book called the great leap forward to the great famine. When he read the book and was deeply touched, the movie "1942" was not shown yet. As a party history enthusiast, the old age is no stranger to the absurd age. But this time, I saw the words "good luck, great success, quick success and instant benefit" in this book.

If Van guest To meet the expectations of consumers and the expectation of fast fashion, old age will become the richest person in China sooner or later. But if customers do not follow the industry's characteristics and try to surpass business logic, the most fundamental aspect of doing a good job on clothes and wrestling will be just a second class electricity supplier. It has been a real professional test to detonate a new trend of Asian clothing which is more biased towards Internet culture.

Whether a good tailor is made or a fashion tycoon who leads the social fashion, in short, be a good clothing dealer. In the context of China's clothing brand, whether it is grade or inventory, can the age rise with humanistic background and Internet dominance? Traditional industry practitioners are concerned about whether Chen can break through the dilemma of the low price and scale mode of selling Chinese Cabbage by electric power providers. All guests and old age are highlighted by all the focal points of the revolution of the Internet and traditional industries.

Finally, Chen realized how important it is to be absorbed. He decided to change the company structure in order to focus on clothing. Van guest, a company founded by men's business shirt, surged forward in the first half of 2011, making the SKU (stock unit) once reached 200 thousand, mop, mug, rice cooker and so on. After a year of drastic reform within the company, SKU was reduced to 60 thousand, focusing on making clothes.

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Because the sales situation in 2011 and February was gratifying, the goal of "no matter how much time it would take to make a 10 billion company" was revised to "make 10 billion of the company this year" in the year 1. Blind optimism, rapid expansion of non clothing category, expansion of personnel, under the rapid and high pressure, overstaffing, deformation and quality of work, the sale rate of individual products is only 5%. In June 2011, the problem of inventory was highlighted. In recent years, the speed adjustment was put forward. Some employees who had great expectations for IPO strongly objected: we just fused 230 million dollars, did not come to the market? Unhappy old age: in case of a company accident, you can still find another job. I have no credit, I can't mix it up, I can only sneak around and write novels at home. He took over 20 executives from the company's president and went to Dalian in August to open three days of self criticism and criticism. The meeting concluded that "high level impetuous, grass-roots arrogant corruption" conclusion.

"If everyone goes public, I dare not have such a big move." Chen told his executives. Every guest has been in a turbulent situation for the past year, and the situation is dangerous. Suspending IPO, serious stock backlog, layoffs and other negative news kept coming down like a mountain. In the second half of 2012, in the second half of the year, the fans of Yonggui building in Guang Qu Men street had a lot of coolness. They were no longer as lively as they were when they were in the East Third Ring Road Center in 2011.

For old age, the structural change of the division is the first step to focus on clothing. As the responsibility becomes centralized, it is good for most of the middle backbone. Zhou Qiang, vice president of van guest, reported to senior vice president Ke Linli, and now reports directly to Chen. He said: "this is certainly a good opportunity. I am independent and responsible for such a large product line, though it has great challenges." Zhou Qiang needs to undertake the sales planning, design, proofing, production orders, and later sales of the star shoes. The company has a basic gross margin requirement. On this benchmark, he can make his own price.

　　 Old For all customers to step on the brakes, to focus on clothing Internet Co; fan's news release reads: fast fashion Internet consumer brand. Fast fashion benchmarking enterprise is Zara, it takes a lot of money and less way, the supply chain from design to shipment 14 days, the appeal point is "fast fashion", consumers enter the store more than 20 times a year, other brands 6-7 times.

Last year, when I interviewed, I thought I had nothing to go. Now I think it is not easy to be a long-term and healthy company.

Last year, I had a cigarette in my mouth and I had rather disdain for the Zara shop downstairs and other traditional clothing dealers. Now, more and more people begin to learn from them. At that time, Chen said: it is not necessary to sit down and talk with the boss of traditional clothing enterprises. We are not doing a thing. I can not figure out who the current competitors are. But in 2012, he spent half of his time studying the clothing industry. He kept visiting traditional businesses. In July, after Anta founder Ding Zhizhong visited all customers, he returned to Anta quickly. The special quality inspection center and Laboratory of Anta headquarters shook the old year. Anta's sports shoes must be tested at the center before they can be put into production. He sighs that clothing needs so many professional testing equipment. Customers must continue to invest in quality inspection and research and development, and establish their own quality standards for wear resistance and color fastness.

One of the details is Nike. ADI Basketball shoes are mainly used for plastic flooring, and elasticity is an important assessment index. Only 1% of Anta's customers can play on the plastic floor, and the rest is on the cement floor. Ding Zhizhong is more concerned about children playing on the concrete floor. How can they not hurt their feet? Ding Zhizhong has been doing business for 16 years and has accumulated enough experience. We only have 5 years' customers. We must seek cooperation with enterprises that have accumulated enough experience with a more open mind.

At that time, we thought it would be simple to do forty thousand things first and then sell it to the Spring Festival in 2008.

In adjusting the internal structure of the company, Chen made the former vice president of charge center, Jiang Xiaoyi, responsible for the data center. According to historical data and future possibilities, he made an assessment of the product planning of the division and played an early warning role. Chen said, "data center has polished his eyes". This is a complicated work. From the beginning, departments have their own data and disdain the data center. I can make clear my data and not believe what you can do. According to my way of calculation, the increase is 50%; the result is 20%. Because the system is inconsistent, the data caliber is not uniform, the data center initially has to build data dictionaries and speak according to the same caliber.

"If I can't change, I should be able to find someone who will change it." Chen said.