Hu Chengchu, Vice President Of Li Lang: Dare To Fight, Dare To Create, Dare To Be Wrong, Dare To Change.

What is Internet thinking? At present, there is no proper understanding. Some people say that the Internet thinking is the Internet thinking, that is, mass innovation and entrepreneurship. Others say that it is to pursue the needs of consumers. But Hu Chengchu has his own unique insights. He summed up the Internet thinking on three words - "dare, pain, fast."

So, what is "dare, pain, fast"?

First of all, he believes that "dare" means that under our current situation, we dare to fight, dare to create (innovate), dare to make mistakes and dare to change. He felt that this is the key.

In the face of a new era, what kind of attitude should we take? Wang Liangxing, CEO, has a classic saying: "we all think bad times when opportunity comes, opportunities arise from complaining." As a matter of fact, all along the way, it is forced to reform and innovate in the bad environment. In 1998, when he was about to reinvent himself, he did a series of disruptive innovations without any competitive advantages.

Concept innovation. First of all, under the condition of serious homogenization, he proposed the concept innovation of products, and first proposed the concept of business casual men's clothing. Such a concept led him to his own way.

Product innovation. According to the concept of "business and leisure", Li Lang invited the designers to design a series of business casual men's clothing products, and then put them into the market. Finally, they won the recognition of the market and set up their own unique product style.

Image innovation. In the first few years of transformation, almost no one Tomomichi Toshiro did. In this case, if you want to be famous, you must have your own image. So, Li Lang invited Chen Daoming as spokesperson, shaping the new business fashion, and unveiled the concept of "simplicity and simplicity". This concept has also become the enterprise philosophy of the company since 2004, and the enterprise has also guided everything with "simplicity and simplicity". In the process, Li Lang created a new way of life and attitude. With the cooperation of Chen Daoming for more than a decade, the image of Li Lang has risen, and such a long term cooperation is unique among enterprises in the whole country.

Communication and innovation. In terms of corporate communication, Li Lang has concentrated on advertising in a short time, creating a precedent for low cost and short time expansion, and has received the most efficient publicity.

"The downturn in the retail industry is not due to the bad economy, nor because the ordinary people have no spending power, but because our times have changed. We have entered a new era -- the Internet age! "Hu Chengchu said.

Marketing innovation. In marketing, lilanz The strategy of integrating resources first and then carrying out operation has broken the original model of pure sales and established the experience mode of rapid development of enterprises.

Corporate culture innovation. In the enterprise culture innovation, Li Lang insists on putting people first, genuinely, attentively, caring for employees, letting employees loyal to enterprises, and cultivating a team that is particularly capable of fighting and passionate. Only in this way did he become a public company listed in Hongkong from an unknown family workshop.

Brand chain enterprises, traditional retail enterprises, are now undergoing transformation and transformation. When the environment is bad, in fact, it is also in the ebb tide. For many enterprises, it is a great business pressure, but it is also an opportunity for transformation and transformation. This will provide enterprises with unprecedented opportunities for development. Today, when the retail industry is depressed, Hu Chengchu thinks that retail industry also needs innovation.

First of all, innovate from the business mode. Hu Chengchu said that the previous chain operations adopted the strategy of horse race enclosure, and the whole shoe and clothing industry was like this. It opened a lot of storefront, but the benefits were not up. Now, we should turn from the former exaggeration to the down-to-earth, open a shop, do a good shop, make a shop, and make a shop. In 2014, the company closed more than 300 stores, but its performance was on the rise. This is because the promotion of single shop sales rate, improve the sales performance of single store, also makes the whole performance has risen.

Second, innovation from products. Li Lang CEO Wang Liangxing once said, "everything is root, commodity is the foundation". Now all the questions should be returned to the product. Hu Chengchu said that in order to make goods better and closer to the needs of consumers, Leon introduced the team of international designers, and then changed their way of doing business behind closed doors, so that they could go deep into the market to understand the market, understand the needs of consumers, and design a series of suits. Consumer Products that meet the needs of the market. As a result, sales of these products increased significantly last year.

Furthermore, from channel Innovation. Referring to the electricity supplier, many traditional enterprises are all in a state of fear and even regard it as a monster. They think that the electricity supplier is coming, and the traditional stores will be eliminated. In the eyes of Hu Chengchu, the electricity supplier is only a channel. Although the O2O of clothing is still not easy to make, it can be combined online and offline, thus expanding the sales channels of traditional enterprises.

Finally, innovate from service. Take every customer as VIP to enhance customer loyalty. In this process, it is necessary to introduce high-tech services, such as stereo volume, 3D try on and so on.

We should dare to innovate and dare to change our traditional mode. However, Hu Chengchu believes that innovation means going the unusual way, and there will be mistakes. Therefore, we must have the courage to be afraid of mistakes. But what is more important is to dare to change and correct mistakes so as to make progress. Of course, we can not make the same mistake again. The belief of Jinjiang people is "it is not because of hope that we dare to fight, but because we dare to fight."