Age Of Customers: How To Climb Out Of The 3 Billion Big Holes

Is it dying?

I had a chat with a friend before going to see the year of fan, his first reaction was astonishment and asked me the above question.

Recently, in a variety show, Mu Dan said he had thrown up hundreds of thousands of streets of Jay Chou and was angry. Some founders thought it was the last marketing move.

When he saw the old age, he said, "the past", the worst and most dangerous death trap has passed.

This year's revenue can achieve 5 hundred million, the most explosive product is a non iron shirt, this shirt also saved all customers, a year shirt shipment volume can probably achieve 1 million.

This amount is very amazing in the field of shirts, and I am shocked by the fact that 3 billion years of debt are slowly slowing down.

How miserable is it?

From the valuation of 5 billion dollars to investors do not see, from more than 13000 people to only 180 people, the office from the East 3rd ring top office building to move outside the South Fifth Ring Road.

It is said that at the worst time, there are 1 billion 900 million stocks and billions of liabilities.

There are about 50000000 stocks, which can only be cleared at a loss.

It took about 3 years for the old year to handle 1 billion 900 million of the stock, and even personally went to the storeroom for inventory and packing.

Such a rotten stall, it's not easy to slow down.

I was very impressed by the two things I said in the past.

One is that the 1 billion 900 million can not sell out. He has no way to stay in the office. He found himself in the office and found 600 pairs of canvas shoes in his office.

He tried on his own canvas shoes one by one, and finally found that none of them was satisfied with himself. They were all garbage.

Two, when he decided to make shirts, he firmly believed that shirts could save everyone, so he flew to Vietnam to visit the shirt factory.

As a result, every business trip is carried out with hope and then returned with despair.

Once, when I arrived in Hanoi, it was late at night. When I went to the hotel, I would like to have a meeting to see what I wanted to do tomorrow.

"I was really dizzy at that time. I sat there and said," what should I do? "

In Vietnam, the first thing I saw was "pain". The second thing I saw was "despair".

In Vietnam, Nam Dinh visited Ji Guowu, a Japanese shirt master, and made Chen realize that "the clothes he once produced is garbage". The two counter attack began.

Chen's first counterattack was in the early days of everyone's business, when the benchmark PPG was dropped.

Ji Guowu has always refused to lower prices.

This "golden wrong knife dinner" is to talk with Chen about "fragile" and "anti fragile".

These two words are almost the key words of life.

Chen once wrote a book called "go back". The hero's "birth" was abandoned by his mother on the 25 day. He was brought up by his grandmother and later came to the city with his father.

The book has an old shadow, and it is also a child's anti fragile history.

Chen is a literary youth. His age is the most frequently used pseudonym when he was young.

Literature is also the anti - fragile spiritual blood of the old age.

Outstanding network is a masterpiece of the past, through the operation of the cold literature books into a popular list of books, until the acquisition of Amazon, and then only the creation of a guest of all things, and the popularity of the object also has this rich Wen Qing tone.

However, Chen regarded literature as a powerful commercial weapon.

This is Mu Dan.

It's all personal interest, but behind it is human nature.

In any case, the old age made Mu Dan another fire. The Baidu index went directly from the past 0 to nearly 100 thousand.

"Anti fragile" is also the most frequently seen book during the past years. He called it "greatness".

In recent years, even 4 years have been called a lesson.

The tuition is almost 3 billion.

There is a saying in the book, Nitzsch said: kill me not to kill me, make me stronger.

I asked Chen: is there any moment in the process that you want to hide or die?

Chen: No, I think life is too precious to die. I didn't think about it.

Anti fragile is also the fate of the founder's life.

How does the old age carry out a negative 3 billion anti vulnerability?

It's not just Lei Jun's $100 million investment. It's not Mu Dan's popularity, it's the bottom line of the business.

In the past year, 15 million shirts sold in the past year did not have the bottom air, and now 150 shirts sold in one year have found such a bottom.

This bottom line is in one sentence: a unique product.

Chen said: "persuasion or advice is of no avail. Only reality changes."

This is an anti fragile lesson worth 3 billion over the past 4 years.

(below is a case history of the founder of van guest.

Three years of Qing 1 billion 900 million inventory of life and death insights

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I used to make shirts without a hint of anger, because I could not say how the shirt of everyone was.

And Lei Jun visited the fans, and I really felt that no product was available.

When asked about sales volume, I said I sold 14 million shirts and 8 million pairs.

But there is no bottom in it.

That's just two huge figures, not good or bad.

Realizing that there are so many products I can't find the bottom line, I have only one right way to solve the problem and find a good product.

If customers want to have a genuine foothold, they must make a quality product.

I proposed to make a good shirt, which is much more difficult than imagined.

First of all, I want to choose materials. My ironing shirts can only be made of cotton.

And this is divided into long staple cotton, combed cotton and so on, and later found that only long staple cotton and must be used in Akesu, Xinjiang, China's long staple cotton can only be made.

Find this cotton and treat the cotton seriously, knowing that only if it can make the last quality, we will spend almost one or two months.

After the cotton problem is solved, we will start looking for what kind of iron free process to make a better non iron shirt.

At this time, we have fabrics without ironing and ready-made garments.

However, the ironing shirts were not made of cotton at first, and the long staple cotton was made of high-grade ironing. It took Brook brothers 50 years to come.

When I saw these people, I really respected them. You could not help but respect the company.

However, the ironing shirts are not neat enough.

Because all the joints in the iron free shirts are covered with strips.

What kind of panels can make the joint voucher work hard?

From the collar type, the lining inside the collar, and what kind of lining is under the high temperature to make it do not deform, we also spend a lot of energy.

After all these problems were solved, the details of the edition were asked.

Brook brothers is an American company whose version is extremely inconsistent with Asians.

For this reason, I went to Japan and found a man, shirt master Ji Guowu, who talked to me from the collar, and finally talked about the cufflinks. He said how the sleeves are here. How to fold them here, usually the shirts are very easy to open here. Even when he talked to me about how to make the subway, how did he cling to his shirt instead of slipping down?

How long should it be outside the cuff of the suit, this shirt is decent.

And the collar. The correct suit collar is pressed by the edge of the side of the suit.

All of these design details, I really did not expect to spend a whole year.

After making this shirt, I finally got the bottom.

Every bit of growth today, users and my comings and goings, I have a clear idea that users sometimes point out problems, and I don't comment on them because I know what's wrong with them.

3 billion anti fragile lesson after the big hole: three no

1, the past is to curry favor with others, but now is not going to be done.

I used to think about consumers and think about their interests.

But that market is so big that millions of people can't know what everyone likes.

I don't think I can tell you what you like, but I am honest, I take what I like.

In fact, like a shirt, I didn't know his last value would be so great, but at least I knew that this shirt was worthy of me.

Then I will design what I like.

One thing I want to know is that since we need to print designs on compassionate terms, why not print truly valuable designs that are easy to understand and really touch the hearts of people.

I thought, we used to look for different kinds of designers, including good designers from abroad to make fashionable patterns, but patterns are different for users.

On a business trip in Shanghai, it was raining and I was sitting on the Buick commercial car. It was raining outside and raining on the windows. At that time, I remembered Eileen Chang's little Reunion: the murmur of the rain, like living near the stream.

It's better to rain every day, because you don't come because of the rain.

At that time, I wanted to print this sentence to the T-shirt of 2016. I must find a designer to express my favorite pattern.

I finally want to understand, I do what I like, I like it first, whether you like it or not, I don't care, I like it first, then I come back to discuss it, we discussed Marcks, I was very anxious to mention Mu Dan, I got two people's support, because they two after 80, after a 90, I got the two people's silent support, I feel good, then we will do Mu Dan well.

I wanted to quietly put Mu Dan's words behind, and later the user asked to be printed in front. OK, we printed it here.

Because the power of poetry is there, but the personality is small.

2, the past is low price, now is not low price.

The linkage system for selling goods is one of large traffic volume and the other one is the rate of repeat purchase.

In the past, we used compassionate measures to rush to scale and pursue fast or pursue big and quantity.

This leads to the pressure of customers on inventory. If they do not make inventory, they will not grow.

Finally, the total inventory of van customer is 1 billion.

In order to clear up these stocks, we must sell 1 million pieces a day, or a big sale at a loss.

I sold it at a loss, and I was told that everything was bought when I was in school without money.

The subtext of this sentence is that when I have money, I do not need any customers, and what is hidden behind it is that there is no cost performance, so in the past, I would say more price tags, and now I want to talk about performance.

In recent years, customers are no longer making cheap goods.

We began to pursue the quality of products. From the fabric to the work to the garment, we spent a lot of time and effort. The fabric was readjusted. I also invited a very luxurious Japanese team to design the product, the final garment and even the dyeing.

I think this is what users are pursuing now, high quality and cost-effective products.

3, the founder must not catch up with the excitement

I think in 2009, 2010, 2011, and later 2012, and then when I look back myself, I don't say what I was at that time. I looked at the pictures of my time, and when I took part in the meeting, I felt particularly annoying.

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Because I think this person how that? It looks so crazy, so vanity.

I now recall the scenes at that time, and I would be very disgusted with some of my actions.

That's what I really am. What I was pursuing during that period was something we fought against from the bottom of our hearts.

I am thinking that what I do is valuable. I am a 100 billion company, but the product has been abandoned by users, or is it remembered that one of my products is remembered by users?

I have been thinking about what a customer depends on twenty years later. What does it depend on as a brand?

Cheap is a dead end.

Before the sale of all the T-shirts to 29, in fact, in the past, everyone's compassionate was equivalent to 19 yuan for takeaway.

Cheap is for sale.

Later, I found that this brought huge inventory, but also lost the user experience.

Cheap motivates users to buy, but after using it, there is no guarantee of quality at all.

One evening after work, I sat in my office and tried canvas shoes.

One person faces more than 600 pairs of shoes.

Two to one test, the more I tried, the more my feet hurt.

At that time, I was thinking that we must not do this. Setting a price is easy and making quality difficult.

Cheap is the bottomless pit. China's manufacturing industry is too big to make a piece of five hundred yuan worth five yuan.

The user saved more than 400 yuan, but it would eventually be returned to the user.

Just like those canvas shoes that wear people's feet, the price of cheap canvas shoes has become the pain point of them.

How much is a kilogram of wool material and a little cheaper material? The price of that kilogram is less than 1/1000 of the previous price. Finally, the product can not be distinguished from the naked eye, but it can be worn out.

Now all customers from fabric to dyeing with the best technology, the price is also up to improve the quality of products.

How old age is fragile

I didn't feel much in the face of company layoffs and debt burdened.

My reaction is rather slow. I am not afraid of big things.

It was really a mountain drain, but the soldiers were under the city.

Your debt or debt, the key problem at this time, you have only one right way is to solve the problem.

What is the right way to solve problems?

Find a good product.

So I tell you that the only correct way to win the brand is to find good products. I believe that.

The only way out is to make a unique product.

Venomous tongue

Golden wrong knife: if you can go back to the time five years ago, if you can go back, what kind of words will you say to yourself?

2011: Yes, this time is really the most crazy time for me. I don't know what to say.

Gold wrong knife: do you look at it coldly?

Chen: Yes, what is the child doing?

Gold wrong knife: have you tried to change which point on your body?

Chen: my biggest point is actually running, which is strange. This is the biggest change I have made in recent two years, that is running.

Recently, it seems very difficult to avoid running every day. This is the biggest change in my body every day.

Gold wrong knife: you recommend a book "anti fragile". Why?

Chen: anti fragile is on the way to my business trip. From October 2013 to the second half of 2015, I am basically on a business trip. There are 2/3 or even 3/4 of the time, basically 3/4 of the time is not in Beijing, are basically walking around in various factories.

On the road, I had plenty of time to read books because I always sat on the high speed rail, so on that road, I read the black swan first, and then read "anti fragile".

I think this book is great, because I think this book subverts our interpretation of history. For many subjects, for economics and for sociology, it is like a lesson for me.

Jin Dao Dao: when did you lose your temper last time?

Chen: I was angry once a month ago.

Because a product is not doing well, then everyone shuffle each other. At least three or four parties are shifting responsibilities.

Mu Dan's complaint:

An ordinary person.

There are countless assassinations in it.

Countless birth.

Old self description:

Persuasion or advice.

In fact, it is useless.

Only reality forms a real change.