Why Does Ma Yun Love To Wear Yiwen? Revealing The 4 Major Fate Of Yi Wen

"We have spent more than 20 years to achieve the scale of billions of dollars. In the past few years, I have been laying the road for collecting wisdom. I believe that in another 35 years, we can achieve tens of billions of dollars."

Many people know that EVe The group has just held a celebration for 22 years. Compared with the Centennial enterprises in Europe, we are not much. But in the past 22 years, we are proud of our glorious and warm life in the hearts of consumers. When customers consume, no one will think of respecting the brand. His respect for the brand is educed. What way should he use to pass the temperature to consumers and let him fall in love with us? brand This is the foundation of corporate life and the theme I share today.

Management should be "warm" and the boss will be "bubble".

Many people came to visit the castle of Ewen, accompanied by our clothing steward, basically from the first floor to the four floor, and he wanted to swipe the card. Besides products, service is also a good tool to impress customers. Where do people start to feel comfortable? Where do I start? I often say that I want to think of myself as a ray of sunshine in the cold winter, and warm but not hot enough to shine on the customers, that is, providing the right service, not performing. How to make employees do this?

Every enterprise has its own culture and standards, which has been precipitated for many years. It is a popular dye vat. Let new employees integrate into the enterprise as soon as possible, you need to "staff" in it. Let's see, who do you spend most time with when you wake up? Are you family or friends? No. In fact, your colleagues, enterprises should make your cultural DNA like pickled pickles, a little bit of penetration into the hearts of employees.

Corporate culture is a very big topic and time relationship. I want to talk about how it is delivered to employees from a micro perspective. The system and regulations written on paper are icy and hard. If you want to improve the ability of employees, do you recognize or punish them? It does have some effect, but it is only a means to make employees fit in with your corporate culture. There is a possibility of continuous improvement. You have to express them in a way of temperature, management is not "warm", and the feeling of employees in the enterprise is suffering.

For example, "spiritual classroom" is a very important way for us to deliver temperature to our employees. It will be opened several times a year to help employees adjust their mindset, know how to be grateful, and re recognize themselves. The classroom is a process of sharing, communication and experience. Students will form a "learning family", with exclusive tutors and assistant mentors accompanied by tutors. Each phase of the spiritual classroom has different moments of movement. Students have increased their feelings, and have a deeper understanding of the enterprise system and management. Therefore, the team has become more efficient and simple training has not been able to achieve this effect.

For example, our management has a little new name. For a time, I found that as long as I spoke a little harsh, she kept on crying, so that I didn't know what to say. At that time, I thought she was entering the period of professional fatigue, and still wondering how to define her new job. Because she had been in Wen for more than 10 years, we attached great importance to the old employees. As a result, when the classroom was in mind, there were relaxing music and wine and food. It was easy for people to open their hearts and tell the truth in such an atmosphere. Only then did I know that Xiao Xin's mother passed away, she herself had diabetes, and a series of accidents happened in her family. That was a particularly fragile stage in her life. It suddenly became clear why she became sensitive and worried, embracing and comforting her, giving her more understanding and support in her work, and now she has become active and sunny again. We also have many measures to care for our employees. For example, when we go home on New Year's day or new year's Eve, we prepare gifts for employees and family members. Our management is very concerned about "feelings" and concerns about the strength of the soul. This is a feature of Yi Wen.

Second is the requirement for the senior level. When choosing executives, we first focus on the non official influence of the person, that is, his quality, style, knowledge, ability and example, and so on. The influence of non power factors is formed. We call it "light energy" and "electric energy", which are both spanparent and comfortable, as well as employees' "chargers". If a person is difficult to light others, or can only light up a small number of people, do not know how to care for others, once he has become a senior executive, he will probably only obey the duties of his employees, and the negative impact of gloomy management on employees can be imagined.

With the "light energy" and "power" as the basis for the initial management level, and then to the next level is "nuclear power", can detonate everyone to work together to lead you to rush ahead, such a talent is like an engine, one is far from enough. If his passion is weakened, it may be more suitable for him to become a consultant, so that more passionate and competent people can take the lead to complete the supply of management echelon as soon as possible.

Why is it so strict? As I said before, the management of Yi Wen attaches great importance to the power of "heart". Most of the executives in domestic enterprises are in charge of human affairs and management. In fact, the highest level is the management of the mind. It's far from enough to keep your mind in mind. You are a killer only. You are strong in individual ability and strong in executive ability. But when you get a fight, you only care about the performance of your department, regardless of the feelings of other departments. This situation can not bring healthy growth to enterprises.

So a group of people together, what kind of state of affairs to do, determines the life of enterprises. What can a company be able to develop for a long time? What is a good master? He does things in his hands and has his heart in his hands. In addition to doing my own business, there is enough energy to go to Cover, which is the same concept as "nuclear power" I mentioned.

The secret of training 1 million iron rod users

Liu Chuanzhi, Wang Jianlin and Ma Yun are the super VIP of Yi Wen and the "supermodel" of Yi Wen.

I just said how to "bubble" people and find the right people, and then talk about how to do things right. Yi Wen has been working hard for so many years to make the brand operation and user experience at the same time.

A user gave us such an evaluation of "his wife, Yi Wen more kin". I know that we have high user satisfaction in products and services, but I still feel that if I hear him, I think it is a bit empty. Later, he told a story, and I fully understood it. He said his sister bought him a suit when he got married. He was 19 years old. When he got married, he went to the same store to buy Yiwen. Suit It has been 20 years since he bought it. Men's wear In addition to what else is there in the text, the brand is too lazy to understand why, because the shop keeper cares for him for 20 years, and the holiday sends him the message of blessing. When the weather changes, he will send messages to remind him that he will forget himself even on his birthday, but the shop keeper will send him a gift. The little details have been like this all the time. He jokes that he has been caring for me for 20 years, and his wife is not so reliable.

This is a kind of user experience. His definition of brand is not so complicated. He cares about whether he can get a sense of care and intimacy, and you make him feel warm, so you stand in his mind. Therefore, the old employees are the treasure of Yiwen, because our culture, our temperature, are disseminating through them, and they have the ability to turn customers into strong fans. This is our core competitiveness. Now that we have about 1000000 VIP users, they have different views on our evaluation, but the same feeling must be warm.

From the listing to the Spring Festival Gala, from signing to the conference, Yi Wen has taken the fashion design of many celebrities at an important moment.

Another way to stick to the user is to empower the product and add more value to the product, which will make your brand more dignified. The brand name of Kevin Kelly is larger than that in China, because our positioning is noble and introverted, which depends on service and quality. So our suppliers and Hermes, Gucci are the same raw materials suppliers. EVE de CINA is completely another style. It is a traditional and modern grafting route. It is a hand-made clothing brand that we cooperate with the top embroidered girls in the mountain. Through this way, culture can be priced and sold. Thousands of embroidered mothers are no longer financially trapped, and can be creative at ease. To what extent is the product of this brand meticulous? Do you know how long it will take to make a small button? A month. By scanning these embroideries with your mobile phone, you can know which embroidered mother did it. She is in Yunnan or in Guizhou, or even in any village. You bought more than just clothes, but a dignified artwork, but with modern elements. {page_break}

The production time of each manual button is over a month.

Richard Branson, founder of Virgin Group, is also our user. He once took a dress with more than 100 characters embroidered. The dress restored a scene in the riverside map of Qingming. It was built by 10 of the top craftsmen in China. He said he felt very energetic on his clothes, and later he could leave the buttons on the clothes to his children because they were so beautiful. He often wears the inside out and thinks this is very cool. This is my second perception of the brand. To do business, besides the product, there must be some feelings. It is necessary to inject the story into the product, combine the function with the selling point, and have a clear positioning of the brand, a clear attitude and proposition, in order to become the symbol in people's memory.

Clothes are just needed, but customers do not need brands just now. Why does he wear you? It depends on how you hold the hearts of consumers and do it. He is your user. These users, including Liu Chuanzhi and Ma Yun, have no need to think about what to wear every day. Anyway, our housekeepers have already been matched up with him. Moreover, after many years of cooperation, the longer the housekeeper serves, the more he understands his needs. He also has full trust in us, so you can turn customers into users. This is a point that I am very proud of. Whether I can do more in the future and whether I can provide housekeeping service for more people at a high price to price ratio is what I have been thinking and promoting.

Today, China's department stores have developed many clothing brands, many of which lack viability and competitiveness, and consumers are "one night stand". What do they mean? Consumers don't know anything about you. Once you encounter them, you can buy one. They will not buy your clothes again, or even one night stand. There is also a sad situation. Consumers feel that your clothes are good. One day they want to come back and buy some. They find that the original store has been replaced by other brands, and the last contact between them has been cut off. If you want the brand to survive, you must take the initiative to find customers, solve their consumption needs, extend services, cultivate their dependence, and gradually complete the spanition from consumers to users. This is very difficult. Yi Wen is also groping for it. In the Internet era, the product is iterative. In fact, there is no need for iteration of the products and services of the traditional enterprises. It is not a matter of a day's time to feel the customers' mind and provide him with the most comfortable service.

Apart from those entrepreneurs who are the most advanced entrepreneurs in the business world, that is, large V users, our distinctive services have also won a large number of young entrepreneurs. This is the result of our efforts and the result of the development of the times. The management of personal image by high net worth people is a rigid demand. Correspondingly, he also needs comfortable services and is willing to pay for it, because the greatest potential of fashion is to express one's taste most directly. I often say that people who spend most money spend their money on experience. You can seamlessly connect customers with products from products to services. It's a matter of time before he becomes your iron powder. Yu Minhong is not a very obedient user. The housekeeper gave him a good plan. He did not necessarily follow this, but he was very interested in our one to one housekeeping service, and felt that New Oriental could also provide customized teaching for its customers.

Over the past 20 years, we have been playing with emotional marketing.

Now the housekeeping service of Yi Wen is very typical. Like the national security team's formal dress since 2013, the housekeeper is taking care of it. Besides, our father and son series, the adult ceremony series, the overseas travel series are very famous. We also provide the users with the blockbuster service and record the tender moments. This is our unique emotional fashion and connects users with emotions.

Learn to connect users with emotion, first of all, willing to spend money on employees, otherwise the so-called feelings are false proposition. A company has to customize employee clothes and invite me to visit. The hall is made of marble pillars, even more than 50 thousand of the toilets. The stone office of the boss office does not come down millions of dollars. The decoration is genuine, but when it comes to clothes for the staff, the boss says it's best to have one hundred yuan. I ask him, what is the most valuable of your business? It must be an employee, because he is going to contact the outside world on behalf of the enterprise and discuss cooperation. But now the image of your staff is not worth a toilet. What's the confidence of him in such a cheap dress? He's not confident. How do you pick up your customers and exploit the territory? And who has the biggest loss in the end? Of course, the entrepreneur himself. Some companies are in a mess of money, but they are not too willing to invest for employees. In fact, we want to do a good job of emotional marketing. Employees are your first customers. We must first give employees a good experience. I don't think it's a bad thing to start a business hard, but is it not a "group of people, a lifetime, a thing"? You should at least let the staff feel that the same day is wonderful and quality.

Good marketing is not to buy a whole newspaper page to attract attention at a high price, but to touch the soul and temperature. We started playing marketing many years ago. There are several special cattle cases. The most impressive thing is in 2003. We bought 4 million flowers, and on Valentine's day, we sent a letter to our male VIP users, which was written as "eternal lover, Yi Wen". At that time, Valentine's day in China is still a very ambiguous holiday. Many people are crazy after receiving flowers. Especially married men, you think, so big a bunch of flowers, and the inscription is "feminine" name of "Yi Wen". Some people dare not open their letters in the office, sneak into the toilet, and finally remember that this is the clothing brand bought. Since then, we remember many of us, many people call to thank us for sending flowers, and some even say "they will wear you later." The money spent that year is the best, because you have to make a great promise, which is almost the same as that between men and women. At that time, we gained a lot of customers from "road to powder" and laid a very good foundation for establishing market position.

Since 2001, we have produced a black book for our customers every year. We don't teach you how to dress. It's all Chinese men's extraordinary and great story. It's very warm to read. The black book was very influential and sold 2 million copies at the most. At that time, Wang Xinmin, the president of Seth, got the book by accident. After reading it all at once, he sent someone to find me. He said he didn't expect anyone in China to have such a brand name so that I could set up a shop in Seth. At that time, it was very difficult for Seth to enter.

It was also in 2001 that we launched a static photography exhibition of "my dad and my mother" in the whole country, which triggered a chord with a series of old pictures of parents. Many people were crying over it. They remembered their parents, and then began to really concern Yi Wen. We launch an emotional story tag campaign. Each tag of the clothing records different people's emotional stories. We can change clothes with 10 stories together. "Making powder" is the only word now. Actually, we started making flour more than 10 years ago, and it is absolutely sticky user. This activity has increased our VIP number by about 600000 at a time. Many people are dedicated to collecting emotional stories to become our customers. He not only collects stories, but also writes about his own emotional stories, and follows you to cry and laugh with you. This is the brand that holds the hearts of users.

There are more examples of emotional marketing, and the relationship between time will not be mentioned. I want to emphasize that marketing should be close to life, that is to say, the "grounding gas". In addition, marketing has a characteristic. Once the user's cognition of the product has been raised to the height of the brand, his motivation to purchase has gone beyond the product itself, especially in the clothing industry.

Earning respect is more important than making money.

The closest to customers, especially high-end customers, is not his wallet, but his heart. He has a steelyard in his heart. Besides measuring the product, he will not measure his requirements. He will not consume. So don't think about how to make him pay, but how to win his respect and trust. This is a test of the quality and EQ of the service provider.

In this respect, our great housekeeper is very strong. I often joke that his charm is no match for our housekeeper, such as Dr. Daley, general manager of the former Infiniti China. He is the first foreign business leader wearing a man's suit. When I first talked with him about housekeeping services, he said so much. He didn't believe it. The second time I took An Qi, a big housekeeper, after they finished talking, DAL decided to make a customized one. On one occasion, he saw me saying that Angie's service was very meticulous and timely, especially the major events. Angel would take care of his image throughout the whole process, and often brought him a pleasant experience.

Ma Yun is our super VIP and has a special housekeeper to match his costume. But at first, he didn't want to wear the way we designed it. Later, when Ma Yun came to visit, I sent Maria Tung, a great housekeeper, to meet her. She told Ma Yun from the first floor to the seven floor. When Ma Yun saw me, he said that the housekeeper had introduced it very well. From that year to now, Maria Tung has always been his housekeeper. After Maria Tung got sick, he could not serve Ma Yun directly, but she knew Ma Yun's dress habits and style. Every time she changed her season, she would arrange for her colleagues to dress their clothes in advance, so that Ma Yun could still receive them regularly. We found that Ma Yun's clothes in recent years are more and more sophisticated and personal, including the clothes he announces when he retires, which is also designed by us. Even Ma Yun himself jokes that everyone praises him for his better and better physique. I ruthlessly expose him. That's because the designer has adjusted the proportion, showing that the legs are long and thin. This little fine tune reflects the unique professional degree of the designer.

When Ma Yun knew that the housekeeper was ill, he called me out at a meeting. I wanted to make an appointment to see Maria Tung, but I couldn't go at once, so you could take a letter to her first, and then he wrote a letter very seriously. It was "your friend, Ma Yun". I am very moved. Like you are so busy and proud, your brand and your staff have a place in his heart. This is more glorious than directly praising me or giving me a prize. It is from a senior user's respect for our profession. So I often say that it is more important to win respect from customers than to make money.

Liu (Biography) is also our iron powder. Besides himself, he also has VIP cards for his family. Before Lenovo was listed in Hongkong last year, our big housekeeper gave Liu total collocation to Italy blue. Liu Zongyi didn't look at Tibetan blue. At first, he was worried that the color was not suitable. But Liu was very modest and decided to wear this dress to ring the bell. 10 minutes after the bell, Liu sent me the WeChat. He thanked my housekeeper for me. Everyone congratulated me and said I was handsome.

Let's think about it. When he was busy on the day of listing, he did not forget to squeeze time to send messages to me. Although there were only a few words, but there was satisfaction and respect between the lines, what could be more proud of my housekeeper? Those who influenced the world would pay tens of thousands and hundreds of thousands of dollars each year, not only for you, but also for you, thank you. Why? Because your self esteem, your service and your creed have given them their reasons. {page_break}

Now, we are doing a big thing.

Now is an era emphasizing quality and individuality, and at the same time pursuing cost-effective, how to combine the three, this is a new outlet, Yi Wen has begun to act. For example, our new brand "collection of smart products", as the name implies, links the upstream and downstream industries of the clothing industry with the Internet play, removes the price increase links in the traditional clothing industry, and integrates high-quality foundries, designers, manufacturers and sales channels directly together, giving Chinese consumers high quality and high price, while displaying the products of individuality, thus becoming the main entrance of China's middle-class life and achieving the effect of global high-quality resource sharing.

In this way, we can also offer a more cost effective housekeeper service, or smart housekeeper. We have accumulated nearly 2 million of our user data, and you can quickly match your clothes with your career and cultural background input models. In different seasons, I send you a big box, and I can't get it back to match it again. My data is constantly upgrading, and the accuracy will be higher and higher.

To tell you the truth, I have always been unconvinced. ZARA is the master of the integrated supply chain. The market value is about 600000000000. Why can't China have such an enterprise? So this is my main energy in the past few years. We have spent more than 20 years to achieve the scale of billions of dollars. In the first three years, I have been building paved roads for wisdom. I believe that in another 35 years, we can achieve the supply of large quantities of clothing and achieve tens of billions of scale. Many people think that Internet spanformation is difficult. I never think so. After years of hard work, you have a solid market and user base, and you know a little bit of human nature. Your products and services are tonal. Finally, there is a way out for improving integration capabilities.

Live interaction

Question: at present, what is the proportion of each product line in the annual turnover of Yiwen?

Xia Hua: at present, the shopping center accounts for 50% to 60%, and 20% comes from our housekeeper service. Online revenue will be our next growth point.

Question: what is the price of Yiwen's low-end clothing in high school?

Xia Hua: like Kevin Kelly, it belongs to the high-end market. The sales volume is good basically between 6000 and 15000, especially 8000-9000 is the main selling product. NOTTINGHILL and EVE belong to the middle end, about 4000-5000, and sales are very large. In terms of shirts, for example, the price is basically 199-299, a suit is about 900 yuan, and it is made by the best factory in the industry, which has the highest cost performance. This is also the subversion of Yi Wen to himself. In the future, it will occupy a very large proportion in our sales volume.

Question: how does Yiwen spanform a new housekeeper into a professional steward?

Xia Hua: the new housekeeper should start from the assistant of the housekeeper. At this stage, he can not do business independently. He must learn from experienced veteran housekeepers. After reaching a certain service level and level, he can become an independent housekeeper.

As a matter of fact, I am also a housekeeper, and I have never slacken in recommending housekeeping services. As long as I have the chance to chat, I basically go to the housekeeper service in three sentences. After the other party has intention, I will spanfer to the staff to butt up the specific reasons. The boss should be the best seller in the enterprise, not the high cold standing on the top of Pyramid, avoiding the mission.

Question: butler service corresponds to the high income group, but some of these people may buy International cards from the angle of showing off their wealth or having a face. How can Yiwen get in the way of customers when they get their customers?

Xia Hua: actually, as I have just said, we have already served so many benchmarking big customers. Now they have a common feature: they are not proud of wearing big names such as Armani, but look at who has more personality and better taste. In this regard, the clothing steward can meet this demand, and our fabrics and handcrafts are not losing the international reputation.

Second, the positioning of the housekeeper service is an influential customer. When he sees that Ma Yun and Liu Chuanzhi are using our customized service, he will receive a hint that the group is wearing a text message, all manually customized, and then wearing LV to OUT. This driving role can not be ignored. We have encountered such a thing. Some people have bought Armani before, but they don't fit, because its version is more suitable for Europeans. He looks for our housekeeper to change it, and whether the product can provide customers with exclusive benefits, which will bring a completely different experience.

We have also made joint research with four major banks. The number of millions of people who have deposits in China is over one million. You can do all these people well, that is, serving the good minority, and never thinking about getting everyone through.

Question: How did Yi Wen collect customer needs or hobbies?

Xia Hua: the community is a very important source. For example, mothers and babies must know specifically which of the users are rich wives. Therefore, the castle of Yi Wen is always open to our cooperative groups for free. We can get the needs of potential customers very quickly and accurately in interaction.

B2B is also a big entry. For example, the aviation group that has worked with us for many years, customized tooling needs effective information of everyone. In the process of tooling, effective information of all the employees, including senior executives, will come into our database, which will become our potential customers.

Question: what is the difference between personalized customization and red collar group customization?

Xia Hua: the red collar is an intelligent solution. It is the integration of all links in the chain. I do not make factories, and after the formation of cable and offline, I redistribute profits.

It's hard for young people to assemble intelligence, because the factories in the whole system are very cattle. You don't have the performance to precipitate. Why do people believe you?

Once again, we hope to help consumers develop a relaxed attitude towards consumption. You have worked hard to save money to buy a Armani. Now it's not a cow, but a bitter force. Chinese entrepreneurs are no longer proud of wearing Armani, but a custom-made garment according to their personal style. The younger generation has begun to have such an idea, which is a trend. So over the years, we have invested a lot of Internet sales terminals with social influence, such as small black dress, because the foundation of good word-of-mouth will eventually fall into good quality. In this regard, large enterprises have natural advantages, such cooperation has cut off the previous intermediate links, and the profit margin of the sales side will be very high.

Coupled with our huge database and constantly upgraded computing models, the push for users in the future will become more and more precise. Many investors are now chasing us to invest in smart devices, and they feel that our new mode is a big thing in the high frequency consumer domain of the apparel industry in the Internet era.