Old Age: Insisting On Customers Is A Matter Of Dignity.

A few years ago, everyone went downhill from the high tide until he finally felt a little lost.

Old age ten fingers hand in hand, slightly rubbed, pondering the answer to a question, a moment, he said, "no less than 100 people suggest that I make a new brand, I can not listen, because it is related to dignity, dignity and dignity."

In the week before his exclusive interview with the Beijing Commercial Daily reporter, he sent three writers' letters on micro-blog.

The design aroused people's conjecture about his comeback.

Indeed, old age has made a secret wish, and he will end the experience of roller coaster in his own way.

Key words: burn money

In the upsurge of capital, many people summed up your talent, brotherhood, in fact, are hallucinations.

Key words: advice

Let me give advice to entrepreneurs now? No,

Because they would not listen, as I could not hear at the beginning.

"This 100% is hobby, business is 0".

In April 6th, Chen issued a micro-blog: "since tomorrow, all the rumors and abuse have vanished, and all the support and encouragement have been filled with joy". In addition, three creative designs have been posted, each with sentences from Marcks, Mu Dan and Eileen Chang.

Originally just bought Sina micro-blog a channel for brand promotion, and had not yet been able to hang up huge advertisements in the streets and lanes.

Media interviews, netizens nostalgia, user regression......

On the first day, the sales volume of van guest's official website increased 3 times, and sales volume increased to 5 times from second days to last Friday.

The appearance of these three T-shirts can be traced back to a rainy morning in early December 20th last year.

At 8:30 in the morning, Chen was driving to Hongqiao railway station in Shanghai. There was a lot of rain on that day. From the window, he took a photo and sent out a micro-blog. There were only 9 words: "the rain is murmuring like a stream."

This is the first half of a passage in Eileen Chang's little reunion, and the famous second sentence.

Soon, dozens of comments appeared on micro-blog, and many netizens answered the following sentence: "it's better to rain every day, because you think it's because it doesn't rain."

There is reverberation in mind.

After returning from Shanghai to Beijing, Chen began to plan the T-shirt series. After a few months, he took out his favorite three writers, Eileen Chang, Mu Dan and Marcks, and found the designer Zhou Nanlai design pattern, collision printing plan...

"Frankly speaking, I have made a wish to brand new customers, but I didn't expect to make such a rapid progress."

Chen said, "soon, you will see the subway stations everywhere.

The difference is that this accidental comeback works, 100% is personal hobbies, 0 is

"

The comeback was very successful, but people seemed more concerned about where he went in the past two years.

And this is part of the old age.

"I felt so annoying when I saw the photos before."

As we all know, when Chen founded the van guest brand at the age of 38, he experienced a roller coaster's success and failure.

In 2007, the establishment of all customers, in 2010, "all object" advertising swept through the streets and alleys, all customers suddenly became popular. In those days, revenue exceeded 2 billion, and its position in the whole industry rose rapidly.

In the second year, customers began to expand wildly, and the turnover target was set at 6 billion yuan, 3 times the previous year, and then continued to increase to 10 billion yuan.

Within a few months, new factories and production lines, hundreds of new recruits, and team expansion to 13 thousand people...

At this point, small fresh customers, in the management of the shape.

Where is the fault? It's too fast. It's also wrong in greed.

That's what I said.

In the interview, he used several negative languages to describe himself in a certain period of time.

"I saw a picture of myself in the media in 2013, and I felt so annoying. I would never like to be friends with such a person."

Standing back today, I still feel a bit scary.

In 2011, a 1988 born employee reported to him that he had made 80 million orders.

"80 million single! What is the concept? A 23 year old child can really make a decision? He has no idea at all."

This is just a microcosm of the runaway expansion of customers.

For the aged, it is a bloody lesson.

This year, the operating income of 3 billion 200 million yuan, an increase of 60% over the previous year, though not as good as the previous 300%, is still a steady growth rate.

But blind expansion led to quality degradation, user turnover and inventory backlog. In that year, the inventory of customers was over 1 billion 400 million yuan, and the loss was close to 600 million yuan.

In July and August 2015, all the passengers paid off debts of more than ten billion yuan, which surprised the media and their colleagues.

But for the old age, the more important thing is to find out where the problem is and how to improve the quality of the product.

"No change of brand, it's dignity."

In fact, before "the two venture", many people advised the old age to create another brand without having to carry out the old injury.

But he never heard of it, "because it's about dignity, dignity, uh, dignity."

In two years, Chen actually did only one thing -- changing the quality of customers.

Once, Chen founded "good books" and "book review weekly", and then it was excellent network, my friend network and the establishment of all customers.

Everyone sells clothes, but he doesn't make clothes. There are always people around him who remind people, rather than find someone who knows a lot.

This statement is logical and irresistible.

However, when professional talents pour into the country, its quality is out of control.

Why? Old age was in deep thought, "I don't know why", quiet for a moment, he said, "because the speed is too fast."

A person's energy is limited, a garment can be done slowly and Seiko, if overloaded, in order to complete the task, it can only be fooled.

In fact, the Beijing Business Daily reporter, while waiting for the interview, saw 10 cartons of two stacked clothes on the floor of the conference room on the 10 floor, opened two pile clothes, left men's windbreaker on the left, and a different guest jacket on the right, with large labels on the necklines and some data.

You can imagine the persistence of quality now.

In two years, he went to Vietnam's clothing processing factory for the three time, and visited Ji Guowu, a Japanese shirt master, to see how exactly the shirt was produced.

"I used to wear all kinds of canvas shoes, and three of them were worn out and bleed on my feet. I threw them all away," Chen said. "Now we run 10 kilometers every day. We should test whether we wear them if we wear them."

"The growth rate is controlled at 50%, no longer pursuing KPI".

This time, it is quite surprising that we should take a small start in the art of T-shirt works.

People always like to push the entrepreneurial motivation from the commercial effect, but in fact, many excellent businesses come from personal preferences or paranoia, such as Jobs in apple, Oman Theo Ortega in ZARA, Andy Grof in Intel...

Why is a T-shirt? For commercial purposes or personal interests, what is the tilt of the balance? The answer is quite surprising: 100% out of personal interest, business goal is 0.

This series, he did not seriously analyze customer group, did not want to sell to anyone, just know that a group of people will like it.

He was worried about how to push Mu Dan's poems to people who didn't know him, but poetry itself is a universal language, similar to "everyone knows how much I love you" only if God knows how much I love you.

"I can really get up very quickly, so I have to remind myself to slow down," which has been able to maintain 30%-50% growth for 4-5 years.

Now that there is no historical burden, sufficient funds, reliable partners and team spirit, even T-shirts have enough profits for 68 yuan, and financing is not needed for a while.

"Recently, the first time in three years has been any guest.

And even a broken stock is like the feeling of 2008-2011 years.

Now I am most afraid of myself, for fear of being pformed and returning to the past data first mentality.