Aging May Be China'S Most Painfully Aware Entrepreneur Of Scale.

The magic of "the object" and the capital market is the most popular of the wave in this 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%.

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.

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, 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."

Chen said, 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

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.

"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 why all customers developed rapidly in the past few years was that they made the clothing products low, but when the market suddenly had a stock of 5. 6 billion yuan, the customers were originally on the scale.

There is no advantage.

At the same time, Tmall and vip.com even began to make profits even after they had increased the proportion of those businesses.

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

Van Gu's 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 Jiwei, feeling the rapid expansion of the customers.

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 the guests had faced great challenges, but people were Han Han, the star of the annual meeting.

Huang Xiaoming and Li Yuchun, especially Sora Aoi, were enthusiastic.

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.