Chen Said That The Annual Sales Growth Of 50% Is Enough.

In the past few years, customers have been popular with Chinese people. With the growth of fast fashion brands in recent years, customers have gradually lost their market. Chairman Chen said that annual sales growth of 50% is enough.

Old age

Formerly known as Wang Wei, Chen is his pseudonym.

Cheng pin (Beijing) Technology Co., Ltd., founder of CEO, VANCL, China's e-commerce representative entrepreneur.

Compared with the name of the old age, what is more familiar to netizens is the "all object" of that year.

In April 21st, a long time no longer appeared in the city's advertisements, and the three writers who met Mu Dan, Marcks and Eileen Chang were based on the sentences they depicted.

Chen said, this season's design, let him know himself again.

At the beginning of this season, Chen accepted the exclusive interview with the cover reporters and talked about the way he had gone through in the past three years.

Annual sales growth of 50% is enough.

For a time, aging is China's most spectacular Internet bigwigs.

But for two or three years, he was silent with all the guests.

This time he saw Chen in Yizhuang's van guest headquarters. He looked a lot thinner in a black T.

At one time, Chen was the most impressive Internet giant in China. He was just the name of Liu Qiangdong, Ali's Ma Yun and Jingdong.

In 2014, Jingdong and Alibaba were listed in the United States. They were also in September of that year. In the absence of the tenancy, Chen moved the company headquarters from Yonggui center in Beijing South Second Ring to the conjoined small building consisting of three buildings outside Yizhuang, South Fifth Ring Road.

This move only cost tens of millions of dollars.

"We just need to show our attitude, only to be arrogant and impatient, can we make the company healthy."

On the day of moving, Chen said.

In the twinkling of an eye, it will be almost two years.

This time he saw Chen in Yizhuang's van guest headquarters. He looked a lot thinner in a black T.

"The invitation of spring, everything promised, I can not say that only my love."

"Because, you know, we are unbeaten heroes, with a cartilage."

"Only God knows how much I love you."

This season the van guest new series is full of such sentimental, literary and artistic sentences. They come from Marcks, Mu Dan and Eileen Chang.

Once the label of "literary youth" has been seen by many business people, it has been more thorough this time.

He said to the outside world, "all customers only do what I like and understand."

And fan's brand slogan has become "no discussion, no please, I like".

Such a return.

There were no specific targets for the accident.

"Now, the overall idea of the whole guest can grow by 50% this year.

Although the growth of T-shirts is beyond our expectations, we have no big ideas and no many ideas. We can make up for it and make up for it. That's fine. "

Old age explains, "the first quarter and the same period last year grew by 500%. How do you set your goals? Well, you set a goal of 300%. It's good to set a goal of 200% or 200%, but the data shows up to 500%. Do you want to pursue it? Of course, at this time, the way of stock actually is wrong, but it also reveals another problem, that is, the platform is different from the brand."

After a moment's pause, Chen said, "I don't think the amount of data is not enough. I think the biggest problem is too greedy."

After cleaning up all the debts, Chen said that his state is the best and free, so his daily state is to get up, run, work, meet, eat, go home, or meet again, and the whole person's mental state also looks relaxed.

In old age, this year's T - shirts can do so many patterns, not this year, it was a sudden, but a supply chain reaction system.

"One way is to see the market reaction, and the other is that the supply chain reaction must be very fast, but you know, some can not be done, so this is a problem. Now we still have no problem, not China, but a problem that the whole world has not solved.

The inventory of clothing industry is particularly significant.

"The only solution is to lengthen the pre-sale period," he said.

I want literature and art to the end.

How to push or say how to package products is a good thing.

But how to communicate well with his team, his words and deeds are beyond words.

In April 21st, when customers replayed the market, many people felt that on this day, there must be some other profound implications.

But the old age directly negated the saying: "no, we were on the line that day on April 7th, and then we began to push it. That's what we have already decided, because in March 23rd we had a new batch of T-shirts, which is what we call the artists."

Suddenly, the old man interrupted himself, "can I smoke, especially sleepy?"

Then he volunteered to admit that he was chasing a girl when he was 20 years old, because he smoked and smoked himself.

How to push or say how to package products is a good thing.

But how to communicate well with his team, his words and deeds are beyond words.

"I was puzzled after seeing a love letter conference last year. How do you solve this problem?" Chen thought for a long time, or a rain settled his confusion.

"I was in the car just now and it was raining again.

So I chose a few words, first of all, "the rain murmur, like living near the stream, rather than rain every day, thinking that you are not coming because of rain." this sentence has conquered everyone, and the men have heard it well.

Chen said, in this way, the whole company felt that there was no opinion about making such a T-shirt.

"Here, I chose Neruda all night, and finally chose more than 20 sentences, and when we were discussing here, they said Neruda we knew, but Neruda seemed not strong enough.

Everyone asked me, "who do you like best?" then I said with great care, Mu Dan, do you know? They know miraculously because I don't think you know.

He is famous as a plator, but he is also famous as a poet, but he is not in the mainstream.

When it comes to what you are interested in, you can't stop driving.

"I said this carefully, that is, since you want me to tell you the truth, I will discuss with you, and you will encounter another problem immediately, that is to communicate with the artist and draw people."

Chen said, at first, he thought it was very simple to express the connotation of Mu Dan's poems with what kind of words.

But what I did not expect was that with such a simple communication, he communicated with the illustrator for a whole month, and finally came out with such a version.

But Chen felt that the feeling was slowly coming out.

Lei Jun, the man behind him.

In the industry, as long as we talk about old age, we will involuntarily mention Lei Jun, an investor who has been accompanied by ups and downs.

And in the eyes of old age

Friendship is far more than investment relations.

"We will see each other often and talk about products."

Chen did not shy away from the friendship between Lei Jun and Lei Jun, because Lei Jun's conference since 2014 was the outfit of a fan.

To get the recognition of Lei Jun, Chen felt very happy, "because I also use millet products, we met most talked about products."

Lei Jun is a man who is "behind the scenes" in the circle. Some people are ridiculing in the circle. Lei Jun is the man behind him.

In this regard, Chen ha ha smiled: "really?"

First of all, my age. I am 8 months older than him.

Secondly, when we were young, we met each other for 98 years and 29 years old. Then it is very coincidental that we have not known each other for two years before we start working together. This is a 16 year experience. Now we have known for 18 years.

Chen is also very much recognized that Lei Jun for all guests, we should never forget.

Lei Jun always stood up when everyone was in trouble.

"This feeling is hard to describe."

Speaking of this, Chen gave a detail. One evening, Lei Jun called him and said he dreamed that I could do well.

This sentence, whether for low tide of their own or all customers, have different meanings.

In fact, in 2013, if Lei Jun did not take the lead in the $one hundred million, the customer would probably not exist.

"This matter, I feel that at that critical time point, Lei Jun and all the shareholders gave everyone a chance.

This is a very touching thing.

Because I just described the big ship, a big temple, quite a lot of people feel that they will lose their reputation, so at that critical time, Lei Jun's push up is particularly important.

I don't think we could get entangled at that time, because we've been doing business for many years. It's like fighting! "

Speaking of this, I had a good old time, rubbing my hands.

"I don't think such a thing is entangled. It's just that if we face this problem, we may want to say whether there are more problems. What we see is still just the tip of the iceberg. In fact, if it is only the tip of the iceberg, it will still be troublesome.

At that time, the shareholders actively discussed how to finance the van as soon as possible, and then I went to look for the product.

This is a bit of a special resolution.

The meaning of "old age" is the decision of finishing one's work in one battle.

I don't understand Jia Yue ting and net red.

In the case of all the guests cleaning up more than 100 billion of inventory, 2 billion of the debt, the outside world is also changing rapidly.

For such a change, the old age is a bit unclear.

"We spent three years cleaning up a bit, but it wasn't finished through net red."

The old man made a joke: "if I want to comment on Jia Yue Ting, I can not understand him first, as I do not understand the net red economy.

I don't understand a person, because he is famous or he is red, he can understand a piece of clothing overnight, understand a cosmetic, understand ten books. I don't believe this is impossible! This is the cheater's economy. "

There is no doubt that the old indignant nature is revealed.

"I do not comment on specific individuals. The mistakes I made are my own and do not involve others.

I can only say my own understanding, I think these are bubbles, and these bubbles are still being advocated. I do not understand whether we should drag all our users or the whole industry to a big hole. This is something I am afraid of.

But I don't think we can wake up in the pit. "

Chen said, "the pits are clear there, but they always go forward."

"Just like this time last year, when I was sitting here, I had to pass by and don't miss it. At this time last year, everyone talked about the stock market.

In the process of our meetings, people often go crazy and stand up and talk about once in a blue moon.

We all know that this is a pit, which I do not understand. It has nothing to do with my experience, but I do not think I understand that very much.

Chen said that at the time of the most brilliant times, 38 warehouses were stacked with various products, and now only two warehouses in Beijing and Pinghu were suddenly silent after he cleaned up all debts in August last year.

"At that time, it seemed that there was nothing wrong with us. Then we said we should do it again. We did not celebrate it. What is there to celebrate?" Chen said. "At that time, customers were no longer dragged down by historical burden. The historical burden is actually a very frightening thing."

When the guest was in the most difficult time, the old age used a sentence to describe - silence fell into the abyss.

"After that, we came up one by one.

And that's a good sinking ship.

Cover questions / answers

But now there is anxiety and no crisis.

Chen, what kind of books do you usually read? Which writer has the greatest influence on you?

Age: I read a lot.

I can only say, Gustave Flaubert, I think it is the greatest writer, and the other.

You feel a little more self persisting and even a little paranoid. Do you agree with this statement?

Chen: I am quite gentle.

On the surface, I will stick to my own ideas, but in fact, there will be another consideration.

It's easy to be influenced by people around you, but it's not very good now.

Is it easy to be influenced by others when they are anxious or expecting changes?

Old age: I think in 2010 and 2011, when we pursue scale, we will be influenced by others.

For example, the algorithm model, this pile of people to build various models for you, and then a bunch of people to give you bragging.

Has the company done so many years that it has inspired you particularly?

Chen: it has not been in the past two years.

Because everything else is good news, everything goes smoothly.

Are there any sense of crisis for the current customers? Chen: now, customers are not a sense of crisis. Now the customers are breaking the goods. The reason why they are old is that they are not allowed to do more.

Well, so the problem of losing the goods became very anxious. (laughter)

But speaking from the industry, customers do not have a sense of crisis.

What is the most intuitive difference between a company that manages 13000 people and a company of two hundred people?

Old age: fewer meetings, fewer meetings. In the past, meetings were dozens of people, and there were many useless meetings.

Are you worried now? Chen: what are we going to do next season?

Do you feel happy with your career these years?

Chen: because I have some hobbies, such as reading, eating, I think it's pretty good.

Besides, I don't think I'm particularly bored or bored. I don't know how to do it, nor do I know how to do it.

But I especially hope to have a lot of time to read.