Did You Really Want To Understand The Years Of Ups And Downs?

If someone writes a history of Chinese entrepreneurs,

Old age is a person who can not walk around in any way.

In 2000, Chen joined the founding of excellence network and plunged into the Internet, and this plunge into the core part of the network economy, electronic commerce, and for four years.

In the age when the Internet was just emerging in China, Chen firmly grasped the trend of the times.

The excellent network which has made some achievements has also attracted the attention of the international electricity supplier giant Amazon.

In August 2004, Amazon bought the excellent network with us $75 million.

The establishment of outstanding success has accumulated experience and confidence in the past years.

In 2007, Chen founded Vic.

This is a popular trend.

Electricity supplier, the "object" created by everyone has been widely circulated, and the main price is parity.

All customers once occupied the market quickly.

However, after a period of success, Chen seems to have lost himself.

After experiencing inventory crisis, strategic swing and moving to lay off staff, the former brilliant customers now have to start business again, and the number of employees under their age has gone from fifteen thousand to less than one hundred and thirty today.

In October 18, 2016, Vic 9th Anniversary Concert, Chen said that new fans insisted on not doing cheap goods, but on the basis of quality cost performance.

Do you really want to understand the experience of such ups and downs?

In November 4, 2016, the "2016 AI asked top summit and the little red dress SHOW night" was held in Beijing.

Van guest founder Chen was invited to attend the summit as a top customer.

At the summit, Chen delivered a keynote speech.

In his speech, he said:

We recently defined all customers, saying that everyone is a new customer. The nine year's customers are still very young. But because of the reasons we all know, there have been some twists and turns in the past three years. We have made three years of effort and adjustment, and today we think we have a new customer.

What's new and new? What have we experienced in the past three years? When we met with great difficulties in 2013, we did a very serious adjustment at that time. We raised a question, could we first do a good job of shirts? We spent a year, and in August 28th 2014, we launched a conference called "a shirt", which I remember very well at that time, because in that year, there were really many busy people waiting for fans to die in that year.

So when we released a "shirt" in August 28, 2014, many people said that this was the last straw for everyone.

Looking back today, this is indeed a straw, but not the last one.

The shirt we released in August 28, 2014 has become the most important shirt for all customers, and it is also a product of the most useful monument.

In April 1st of last year, we made a conference on T-shirt, called "love letter". At that time, a lot of people said that I always pay attention to the quality of the product is too deep into the play, that the strength of the old age should be marketing, brand, not product, especially quality.

What is unique to our understanding? The uniqueness that van guest understands today is that quality is the foundation, there is a certain brand tonality, and there is a reasonable cost performance, and then there is another enrichment.

We emphasize that today's customers are once again rich, referring to the variety of customers before 2013.

At that time, although we seem to be rich, it is actually qualitatively different from the present, because at that time we did not have some serious thoughts about quality and not tonal, especially the quality of products.

Therefore, we believe that quality, tonality, cost performance, together with the once again enriched customers are the truly unique products we understand.

And I think today that only a unique product can support a brand is the fundamental way for a brand to survive for a long time.

This is my view today.

Van guest also stressed that his design concept is useful in design.

Let me give you an example. The best piece of ironing shirts for everyone in the design of the cuffs is the Japanese partner who specifically wants to emphasize that it must be horseshoe shaped. Why? Then he told me that your cuff must be a horseshoe shaped design. Do I say this is good for him? He said no, in Japan, he wore a formal shirt, and when he was on the subway, he put the armrest on top of it. If the sleeve slipped down, it was a special LOW thing.

Almost all the design details we discussed have their uses behind them.

As we all know, in 2010, all customers began to advertise on the streets. At that time, there were three words, called objects.

Later, we advertise more, our advertisements are everywhere, and we use more and more spokesmen.

I once thought about this question. Why? It was because we wanted to please everyone.

So when we go back to the discussion of brand tonality, we emphasize the three sentence: it is good not to please or to discuss.

This is why today's customers are even more plain and calm even in the face of more controversy.

Because when we tried to please everyone in the past, in fact, we were very nervous when we had a little trouble. In fact, we could not please everyone. No one could please everyone. There was no brand or product in the world to please everyone.

When we say these three sentences, it means that you are yourself.

This is my favorite saying: "when you judge the people and things around you, you are absolutely sincere, and you are morally free."

I think this is a very difficult realm to achieve. This is also a realm that people want to strive for today in the face of products and brand thinking.

Respond to the theme of today's meeting - the law of immortality.

I think everyone has done nine years of brand, you may have a lot of discussions, but I want to tell you that in fact, the biggest pit of three or four years ago was particularly simple.

So if all of you here have brands, especially your own brands, inventory is definitely the biggest risk.

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Inventory! Inventory! I think remember, inventory and turnover is really the only life and death line for a brand.

In the context of this big risk premise, I will consider other issues. If I respond to the theme of today's meeting, I would like to share with you the painful lesson we encountered here, and remember that inventory is a big problem.

Thank you!

During the questioning session, an audience asked, "Chen, there are six shirts of all guests in my wardrobe at most, but I find these shirts are shorter, thinner, or worn faster than others. Later, my wardrobe gradually wears fewer clothes. If Chen continues to make up his mind to make the best shirt in China, I will still fill your wardrobe with my shirt.

But I don't see that you have a clear strategy or tell consumers that you have a bigger plan that I can buy your shirt again. "

Chen said, "when do you have six shirts?"

The audience replied, "2013 or 2012."

Chen said, "first of all, thank you for buying everyone's shirt! To be honest, in 2013, when I was really a big adjustment, I put almost all the products in the office, and half of the floors were all products of customers, but I didn't pick out a shirt that I was satisfied with from these products.

At that time, all the guests had sold 14 million shirts, but when I was faced with clothes on that floor, my pain was that I could not find a shirt that was really satisfied.

Therefore, I would like to leave your contact information. I will give you the shirts that I have released from August 28, 2014, and I will buy them for you. If you tell me, I would like to announce that we will make progress together.

If we do not have a grand strategy today, we do not, because everyone has been too ambitious, and customers should be honest with every product, instead of rushing to announce their grand strategy.

I am willing to convince you with these shirts. If you still feel inadequate, you can tell us, let us slowly change.

Therefore, this is the strategy of today's customers, to convince users with one product, especially those who have bought many customers in the past, and those who are disappointed with the products that are not satisfied with the purchase will regain their confidence in customers.

This is a very difficult matter. It is more difficult than announcing any grand strategy.

Thank you! "

AI asked the founder, AI Cheng, "thank you! Here is a question from the live broadcasting platform. Some people ask," in the past years, the past nine years have come. No doubt you are mature as an entrepreneur, and as a company specializing in products, everyone knows that the product is the unique law of immortality.

Then the problem has come, but this era has changed. There are many entrepreneurs who are more active than young entrepreneurs. There are many companies that are more active and more able to use Internet technology than customers.

Old age: "if we say too much, who has not been red, I think we should not be concerned about red and red today. As a brand of nine years, every guest should be concerned that it will not be there ten years later."

Ai Cheng: "is this important?"

Chen: "I think it is very important, because this is the strength of the brand.

When we prepared for nine years in October 18th this year, we realized that we had gone through nine years.

Why do we have to carry out a big activity in 2019 instead of next year? Because we realize that the figure of nine is very large in China.

I really care about the next ten years.

I am 48 years old, and I am 50 years old. If I can be in my own hands, I can see a guest for ten years. After another ten years, I feel very proud of myself.

Because there are too few brands in China for 30 or 50 years, there are so few brands that users can trust.

I myself will never forget a stimulus. In 2013, when we were faced with the adjustment, there were a lot of people running to the black I, and did a street interview to say, "do you buy Chinese brands?" finally, do you know all customers? Many customers replied that they did not buy, why not?

When I saw that video, my psychology was very bad.

I feel that I can let customers really give users a reason to let users willingly buy back, this is my wish.

Ai Cheng: is it really more meaningful to live longer than to live well?

Chen: I think your question is a fake question. What do you say? Everyone of us has its own answer. Thank you!

Ai Cheng: Thank you. During our interview with Mr. Chen, the highest level of dialogue is that you do not say I do not speak, but you understand that I understand.

He said, I think the guest is my life.

So, we applaud again to the old age and the guest of honor.