Chen: The Biggest Mistake Of Customers In The Past Is Not Focusing On Products.

Yesterday, at the WISE 1.0 Internet entrepreneur conference, CEO, a guest of all sincerity, shared her thoughts on the predicament of VIC in the past time, and explained the reasons and methods for its recent changes.

Chen introduced the change that originated in August last year, when Lei Jun, after visiting all customers, believed that customers had become a department store rather than a brand store.

This remark led to a reflection on the development path of all customers.

At that time, there were many kinds of customers, so it was impossible to do well in quality control.

According to Chen, the customer, although the marketing and brand promotion made a good job, but lost the dedication to the product.

In order to change the status quo, two main decisions were made by Van sincere, first of all, to move the office from downtown to Yizhuang, and the second is to re polish the product details and brand.

The two big move is to return to the product standard for all. Chen believes that in August 28th this year, the product of every guest in autumn and winter, he spent more than an hour talking about the details of a shirt, which is the embodiment of products.

In the light of the development experience of all customers, it is important not to sell, promote, persuade investors, but to make good products confidence, patience and determination.

Only by awe of products, users and partners can we truly grow into a brand with a future and enough life.

The following is a chronicles of the speech:

Lei Jun's warning

In the year, especially in the past half a year, just recently, when we opened a shirt conference in August 28th, I met many users, and some people in the media told me that they were going to listen to some meetings about entrepreneurship, or what kind of lessons to be taken in the school. Everyone regarded it as a big case of failure in business. Actually, I came to this question. I especially want to ask you, have you ever participated in such a similar meeting? If I have participated in it, I would like to ask you, what is most impressive about you is that what is the biggest problem that the teachers or analysts of these lectures have summed up? In fact, I came with a problem, because in the past

I have been talking with many people in today's organizing committee just now, because I can hardly say what kind of experience it is to start a business, because I have been doing business many times, and I have made three companies since 15 years ago. So I think there are many things that can be said, and many of the past points can be talked about.

Just now, the young man mentioned that the quality of the products in the past has problems. Actually, this is what I have done in the past year.

我覺得去年在我們8月份剛剛討論凡客的轉變的時候，當時雷軍跟我說過一句話，他當時在凡客做了一圈參觀，看凡客當時上的2013年秋冬的新品，當時我們的樓里面大概有一層都是凡客2013年秋冬的新品，雷軍在我們的樓里面轉了一圈以后，他說了一句話，這句話給我的刺激非常深，他當時是這么說的，他說我覺得我今天不是來到了一個品牌店，而是來到了一個百貨市場，也就是說在當時不管我還是雷軍，我們看凡客的產品已經非常難受了，因為凡客當時做很多品類的產品，最多的時候做到19萬的SKU，做了50多個品類的產品，想做好、想控制品質是不可能的，我們后來的轉變實際上是意識到了讓品牌立得住腳的唯有產品，除了產品沒有別的。

In history, the marketing of customers and the promotion of brands have done very well, just losing the most essential thing of the brand -- products.

The company moved to lay off workers.

Today, it is very easy to talk to you, it seems very light, that is, we thought this problem overnight. In fact, this pformation is very difficult. Let's take a shirt for example. At that time, we said we wanted to make a shirt. At that time, our team came up with the question of what is called a good shirt. Actually, there is a background for asking this question. Because before the history of customers, about 10000000 shirts have been made before that, so how can we make a shirt? So when a large scale enterprise like fan is in pformation, it is the internal resistance that first encountered.

When I was on the stage just now, someone asked me why all guests should move to the distance from the center of the city so far away from Yizhuang. Today, I tell you frankly that in order to change and make a real decision to change, it is necessary to lay off workers.

The reason why we moved to Yizhuang from the centre of the city today can be frank to tell you that in order to lay off staff, it is really a very difficult process to make such a big decision. You may be a person who has just started business, and have not encountered such a great difficulty. If we are faced with such great difficulties in the future, we must know that the first thing we encounter is internal difficulties when we face such great difficulties.

Of course, just now I heard the little girl say that their company existed for 4 months. In fifth months, they had to think about pformation. In fact, they didn't ask for other people's pformation. They didn't ask for your customers' pformation or your partner's change.

How do we think of the important place from the center of the city, and our rent has been handed over to the July of this year. Why did it move in August last year? It is the feeling that the inside has changed and the office is the same everywhere. Because there are no ground shops, we should move to a suitable place for everyone to go back to the essence of the brand.

Now make a shirt and make yourself cry.

　　我8月28號凡客今年秋冬的產品發布會，我們講了一件襯衫，要想把一件襯衫講清楚，今天這個時間肯定是不夠的，因為8月28號，我講了1小時零5分講一件襯衫，關于這件襯衫大概要講多少，大概要講一萬多字，實際上在那次會議之前，我準備那次會議的時候，關于凡客的那件襯衫，我又寫了2.5萬字，2.5萬字我是邊出差邊寫關于這件襯衫，寫了2個月，我也沒有想到會寫那么多，單位實際上當我們站在今年的這個時間點，還有8月28號那個時間點，再回頭想一年前我們問一件襯衫有什么好做的時候，實際上是很幼稚的，因為任何一件產品不管是一件襯衫還是一條牛仔褲，還是我今天穿的這件西服，還是我現在打樣的這件青年布的襯衫，想做好它都是需要各方面的資源匹配，以及自己要下最大的決心才能夠做好。

I come today.

Before, I was talking with a bunch of Japanese, a bunch of Nantong people and a bunch of customers who were talking about how to make a black T-shirt. You would definitely say what a black T-shirt has to talk about. We sold hundreds of millions of T-shirts in history. Why do we have to discuss how to make a black T-shirt today, because this shirt really made me cry, so when I was looking at a T-shirt, I felt that every detail of it was knowledge.

I still went back to my shirt, the shirt of the guest. In August 28th, we could adjust it after a year, and came out to meet to tell everyone that the return of everyone was in fact the luck of all sides, because the shirt first made it without wrinkles. All the details of the shirt had no wrinkles from the large area of the fabric itself and all the joints.

Of course, if there is a good type of plate, especially if I want to do the good design details, because I was talking with the organizer of the conference below, I found that the young people have occupied the mainstream of the consumer market. Even if the shirts have a lot of requirements for a self-cultivation version and details, we have to cooperate with a good Japanese team to complete the details of our editions. We can not finish them ourselves.

This topic can be said a little bit bigger, those Edition details still have design details, I dare tell here today.

There is no partner to solve it in China, and we really need to find a world-class excellent partner to solve the type and design details.

Why can't we solve it in China? The reason is very simple. Although the Chinese brand industry has many years, the Chinese brand industry is a big copy, including the past customers. If the people here have ever bought the products of everyone, and are very dissatisfied with the quality of customers, I would like to apologize to everyone here, and I would like to tell you that in the past, customers were also a big copy.

We didn't concentrate on making a product.

So in August 4th of this year, I remember that after a year's adjustment with Lei Jun, we had an evening of communication with Lei Jun. Lei Jun said how she felt this year. I said this year, because Lei Jun often told me a year ago that I was focused, extreme, word-of-mouth, fast and speaking, and stimulated me in August 3rd.

In the evening, when we both drank together, I told him what the most profound sentiment I felt in the year. The deepest feeling is the fear of the product. You may still not understand it today, that is, any simple product must have something to say, and it must be justified and never let go of any detail.

For example, a shirt has fabrics, accessories, crafts, plates, and design details. If you want to have a shirt or even a button or a line, if you want to clear up these words, anyone who is here will be clear from this moment. You don't need a year to bet with you, you don't understand, I really don't understand.

You may say what a T-shirt has. If we take this T-shirt here today, when we really start investigating this T-shirt, you will find that we can't understand anywhere.

How do you wear the collar of your T-shirt, how does it radiate? Why? How long and short is this sleeve? It's all knowledge.

We must have awe of products, users and partners.

Maybe my topic is very heavy, but if the people here are interested in making a brand, I hope you are not thinking about marketing, promoting and persuading investors today, but asking yourself if you have confidence, determination and patience to do a good job, if not, why do you give up?

I think China's mainstream consumer groups have been gradually occupied by the mainstream after 85 and 90, and these 6