Have You Changed Your Mind Again And Again?

In April 1st, in Beijing Wukesong MasterCard center, fan held a press conference called "love letter", which launched a new product of all customers -- 89 yuan pure T-shirt and 59 yuan printed T-shirt.

This is the second time since the two venture started.

This time, Chen also showed great efforts to make a T-shirt in every detail of product fabric, plate type, craft and so on with great space and patience.

Both T-shirts and T-shirts were the basic categories that all guests were famous for in their golden age.

However, as the quality of the company's expansion is out of control, it has hurt users a great deal.

"The quality is too bad, I will never buy any guest anymore."

This is the attitude many people still hold.

"In the past, everyone's attitude towards users was childish or even hurt.

Now, customers are the best for users, "Chen said.

From material selection, edition design, printing process to art design, every aspect of T-shirt is constantly improved.

For example, how big a neckline is: it is Altman or conservative if the neckline is too small, and if it is too big, it becomes a sexy pajamas.

In order to explain shoulder width, Chen even put a photo of two celebrities in China and abroad: Tang Bohu and Michelangelo David.

In view of the different body types of Asian and European and American races, the design of the fan guest T-shirt has adjusted the details of the Chinese figure, retaining the 4cm's shoulder drop.

In order to do this batch well

In the year of the year, a group of designers were also included, including Gu Xiang, Chang Chang Xiong, Detian You Xi, Shan Yan II, etc. these people were regarded as divine painter in specific niche markets.

Chen stressed that in order to make these T-shirts well, there were 5 Japanese companies, 1 American companies and 6 Chinese factories.

The idea of the old age is to gradually turn the customer's reputation in the user through products.

He said countless times that during the process of making shirts, his mindset changed greatly.

I didn't look at products before, but now they are completely involved.

"One of our biggest goals is to be able to turn the word-of-mouth of our customers with good products."

Has anyone changed?

"Last spring I was upset and I just wanted to do subtraction."

He stood on the stage and mentioned the Lei Jun and mentioned the layoffs.

Looking back on the past always makes people sob.

In an Internet industry conference in 2011, Chen once said that it was irresponsible for investors to go public with a valuation of $about 6000000000.

He estimated that the valuation of all customers would reach $15 billion.

The marketing ability and the prevailing capital popularity of VCG made Chen become the top wave in the wave of e-commerce brand.

"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%.

With rapid growth, the process is out of control.

"Our

How to do a job well is how to accomplish one thing.

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

Ji Wei, director of marketing, said.

"At that time, we only saw that products were often sold out, but did not notice that it was the effect of advertising before, rather than the product itself."

Vice President Zhong Kaixin said.

The other side of the "object" is the problem of concealment of the product itself.

In 2014, when everyone decided to start a shirt again, it changed the marketing strategy.

In recent years, we decided not to put any brand advertising on the market, but to rely on word of mouth to drive sales.

Indeed, for a long time, no customer has done any brand advertising.

However, this conference, too old and sensational, made some people feel vaguely the early shadow of everyone.

Chen recalls his story with Chang Chang Xiong, Tian Tian Xi, Shan Yan II and others.

At the end of the conference, he wrote with deep emotion: "21 years, is it just to make a look back for today?"

I saw you, the group of youths, roaring past the streets at night.

I saw myself, one night, because I was afraid of another night.

I saw you, coming in the wind, you are stubborn and naive in the 1995 winter morning.

So, if you ask me why, why do I have to fight like a shirt and a T-shirt? What I think is that a shirt and a T-shirt are the essence of everyone, and I am making a new life.

It seems that it is not easy to tell how well these shirts are made, but are these stories not in the making of marketing topics? It is the same as Han Han's endorsement words, "love the Internet, love freedom, I am like you, I am a customer".

Only this time, the emergence of Gu Xiang and Chang Chang Xiong must not bring such a sensation as Sora Aoi and Han Han in 2012.

And the old passionate confession can not be widely circulated like "all objects".

Does the market give everyone a chance?

The voice of questioning has never disappeared.

Almost every interview or public speaking, he will talk about UNIQLO and Ryui Masa.

The goal of the old age is to become a Chinese UNIQLO.

If we compare all customers with Jingdong and Alibaba, they will be annoyed by the old age.

Chen once stressed that "customers are a brand, not an electricity supplier."

If we simply regard all customers as a clothing brand, we have made good achievements in terms of sales of shirts.

But the problem is that whether they admit it or not, people are more willing to treat everyone as an Internet provider.

In the early days, van IPO's dream of high market value is clearly impossible today.

In the past few years of "trial and error", the domestic electricity supplier industry has undergone tremendous changes.

The pattern of electricity supplier giants is basically delineated.

According to the report of the third party Research Institute, the market share of the first group army consisting of Tmall, Jingdong and suning.com in 2014 has already exceeded 76%. After that, Yi Xun, Dangdang and No. 1 stores occupy a certain market share by virtue of their respective advantages in the vertical category.

And the market share of van customer is only 0.3%, ranking 12.

Compared with the above electricity providers, whether it is capital, resources or traffic, category composition, everyone's strength is extremely thin.

Li Chengdong, an e-commerce analyst, said that at present, the strategy of everyone can be summed up as a shrinking strategy.

Unlike the previous expansion of the supply chain, customers are now able to control products such as shirts and T-shirts.

Moreover, one reason why people didn't look at customers was that they were too cheap.

"When it's bigger and sells 29 yuan T-shirts, it doesn't make money at all. Where does its profit come from?" investors Chen Depeng once said.

The design of 29 or 39 yuan product line is doomed to be a hodgepodge. Good works can not be highlighted, but poor ones will lower the overall design level.

Now the price of 59 yuan and 89 yuan, from the price point of view, it can guarantee a good gross margin.

"It can still be for one or two years, but there is still a window period."

Even a lot of critics and insiders feel that instead of holding the old brand image of van guest, the old age is better to create another brand.