Fan Returns To White Shirt For The Two Time

Chen took off his socks and stepped on the carpet with bare feet.

He used his hand to touch the joints on both sides of his forefoot, raised his head and asked, "why do many European and American tide shoe plates wear their feet?" he asked himself, "because the feet of both Europeans and Americans are all slender, and the feet of Chinese people are relatively wide.

This is too much for me. I don't care about the outside now. I only care about these details.

There were several large paper boxes around him, with various clothes in it, some bought from the outside, and some samples for everyone trying to try.

On the opposite side, the bookcase that occupies two sides of the wall is full of various books, and all kinds of millet products are mixed with them.

Most books look very old, published in 1980-2000 years, that is when he reads the most.

This is the old office.

In September 2014, in order to show his determination, he moved his company headquarters from Yonggui center of Beijing South Second Ring to the conjoined small building of three buildings outside Yizhuang, south of the Fifth Ring Road.

This move only cost tens of millions of dollars.

"We just need to show our attitude, only to be arrogant and impatient, can we make the company healthy."

Chen said.

At one time, Chen was the most impressive Internet giant in China. He was just the name of Liu Qiangdong, Ali's Ma Yun and Jingdong.

In November 2011, everyone's executives had already completed their visas to the United States, and even had a celebration dinner ahead of time.

At that dinner, Chen was pleased to announce that he would go to the roadshow in second days. He probably met in IPO half a month later.

But late in the evening, Chen suddenly announced that he would give up IPO for the time being.

In August 2014, Chen announced that customers had cut off most of their businesses and started with a "good shirt" as a starting point.

Today, Alibaba and Jingdong are both listed in the US, ranking first and fourth in China's Internet technology companies.

The old people have already laid off only two or three hundred people, and the psychological gap among them is only his own taste.

When asked whether the process of change is difficult, the old tone began to be a little bit hasty: "who is not difficult to take the initiative to reduce the scale?

We reduced a company of 13000 people to a company of two or three hundred people, and you looked at it! "He removed his arms from the armrest of his armchair and lowered his head and fired up his right corner of his black wool suit.

Then he fell into a brief silence.

The aged is satisfied with the eye care shirt.

He said that selling thousands of pieces a day, selling well or even twenty thousand pieces, China's best traditional shirts brand sales in one year are only 12 million pieces. At this rate, customers are likely to become China's largest brand of shirts.

But after asking him many times about his views on sales, he began to get a little irritable: "I am looking at products today.

Therefore, I am against my past, against past self and past customers. "

Chen emphasized that every customer is a small start-up company that doesn't care about scale.

"I think (everyone is now) is a quality company.

I gave up so many things and gave up the sales of hundreds of millions of dollars a month.

You're still asking me the scale? "

In 2007, the establishment of all customers caught up with the outbreak of China's garment industry.

In 2009, data from the National Bureau of statistics showed that the gross interest rate of the clothing industry was 14.49%.

Clothing brands such as Lining, Anta, ZARA, Mango and other clothing brands have expanded sharply.

The national textile and garment enterprises also increased rapidly from 16819 in 2009 to 17996 in 2010.

The magic of "all objects" and the popularity of capital markets have made Chen Chao the top of the wave.

"Our opportunities are great. We pursue scale, and we all pursue scale."

Chen said.

By the end of 2010, the average passenger growth rate was over 500%.

In 2011, the sales target of all customers was 6 billion yuan, an increase of 300% over the same period last year.

In the first quarter of this year, the growth of all customers has reached 500%, and no accident 6 billion yuan should be without problems.

Before the summer of 2011 came, both cash flow and user repeat purchase rate were very gratifying, and there was no backlog.

Old age is full of ambition, and there are many aspirations and ambitions in it to fulfill.

In those days, the customer financing was US $230 million, valued at nearly US $6 billion.

Chen then raised the annual sales target to 10 billion yuan, and joked that he wanted to buy LV and CONVERSE for only 50 yuan.

In order to achieve sales targets, customers expand the category of small household appliances, accessories, and even sell mops.

"In 2011, customers wanted to sell 10 billion yuan in sales. In fact, the slightly ambitious domestic clothing brands wanted to rush 10 billion yuan."

This is actually a collective assumption.

At that time, some people began to show concern for van customers.

Chen Depeng, an early investor, told reporters that he was not optimistic about customers. One reason was: "the product sells for only 29 yuan, but also the package. How can it make money?"

But Chen believes that the initial price of 29 yuan is not wrong.

Pricing is brand strategy. The 29 yuan T-shirt sells well, which is a reasonable price.

"But we ignore the change of the environment and ignore the inventory pressure of the whole clothing products. Everyone is dumping on the Internet and rushing back to this basis."

Chen said.

Just when all customers were expanding wildly, the market environment was on the turn.

In 2011 alone, the number of textile and garment enterprises in China decreased by 7545, with only 10451 left.

Each clothing brand began to store and clean up on a large scale. Lining shut down 1821 stores in 2012.

At the moment, it is precisely when customers push the "cost performance" + "multi category" to the extreme.

The popularity of capital, together with the rare marketing communication ability and efficient execution of van guest, has enabled everyone to rush to the forefront of this wave of great leap forward.

Naturally, they also bear the brunt of the general trend of turning around.

These stocks surge to the Internet platform, the offline stores are dismal, but the Internet is thriving.

"You see, it's not clothing brands that make money, it's all for stocks."

"The wave of inventory rejection is not over yet."

Old age regrets.

For the first time, he faced the deep reasons for the instant drop of customers. The reason for the rapid development of the customers in the past few years was that they made the clothing products low. However, when the market suddenly had a stock of 5. 6 billion yuan, the cost performance advantage of the customers would not exist.

At the same time, Tmall and vip.com have even aggravated this kind of loss.

After that, it began to make profits.

Vip.com has become one of the top six Internet technology companies in China with its clear inventory positioning.

The crazy expansion did not bring in 10 billion yuan of sales.

When the end of September 2011, Chen found that the goal of 10 billion yuan can not be achieved by the end of the year. He finally abandoned the IPO plan on the eve of the roadshow in November.

It's not easy to stop the fast runner.

"For a moment, many people were recruited.

Today is 2000 people, tomorrow is 5000 people, the day after tomorrow is 8000 people. "

In 2012, once again, he returned to everyone's house and felt the rapid expansion of the customer.

Ji Wei, who is now the head of fan marketing, joined the fan in 2009. She left the company at the beginning of 2010.

With rapid growth, the process is out of control.

"How we do a good job in marketing is a matter of how to accomplish one thing.

Then, the change is so fast that you can't think what matter is not important anymore.

Ji Wei said that the busiest time was that they took the speed of a product per minute, and they took the 9 day morning from 6 a.m. to second a.m. the result was "I don't remember what I did."

At the January 15, 2012 annual meeting of the fans, Chen admitted that in the past year, all guests had faced great challenges, but people were enthusiastic about the appearance of Han Han, Wang Luodan, Huang Xiaoming and Li Yuchun, especially Sora Aoi, at the annual meeting.

Investors are eager to hug Sora Aoi. Lei Jun also confidently said: "if everyone does not make a big mistake, the chance of success is 99%."

However, some people have noticed the inventory problem of all customers. CITIC Capital has taken some inventory data to analyze Internet analyst Lu Zhenwang for fear of damage to the investment of $40 million.

The result of the latter analysis is that the inventory is serious and it is difficult for any customer to digest.

At that time, not as old as today, it can jump out to examine the trend of the whole garment industry.

He thinks that the management of everyone is not a problem, rather than realizing that customers are walking in the wrong direction.