Old Age: All Guests Are Alive.

According to the world clothing shoes and hats net, from 13 000 to 180 people, from one year to 10 billion sales volume to 2015 only completed 5 hundred million, from the creation of China's Internet

The most memorable object in history has only 3 plans left behind.

The only good news is that everyone is still alive.

Moreover, Chen said that from the beginning of this year, it could be easier to live, and the problems of inventory and debt have been solved.

The supply chain that has troubled him for a long time has also been straightened out.

Repay debts with patience

February 29, 2016, Yizhuang Li Bao Plaza.

There will be no two.

I was invited to dinner.

Before I could sit down, I asked him, "you said two days ago that the historical baggage has been thrown away.

How do you throw it away? "

Old age: "patience."

In history, the inventory of van customers is as high as 1 billion 900 million yuan, with debts of more than ten billion yuan.

At the same time, the company has a net loss of 80 million yuan a month.

From any point of view, such a company has not died, it is a miracle.

I don't know whether the story of those suppliers who have locked themselves in the office and pretend to be away from the office to escape the debt from the door.

But Chen himself said that from the second half of 2013, it was a fact that every day he faced creditors.

The mistake was committed in 2011.

In that era of popularity, everyone was in hot blood when everything seemed to be thriving.

The target of 3 billion yuan will be revised to 6 billion yuan soon, then 10 billion yuan.

At the cost of $100 thousand per capita, the company needs at least ten thousand people.

So the sales haven't started yet.

When people are in place, orders will go down first, for fear that they will be slower and less, not enough goods to sell, and delay the achievement of goals.

As a result, that year's sale was 6 billion yuan, leaving behind a pile of stock.

Over the next few years, the company has been trying to correct this mistake.

Think of ways to reduce inventory, try to slim down and try to raise gross margin, but all have little effect.

Until the second half of 2013, the heavy burden overwhelmed everyone.

In this process, the old age has been reflecting, "the age of reflection" has even become a famous stalk in the industry, because no entrepreneur likes to review himself as he does, and every review is unable to return to the sky, so he has to watch the company dragged into the abyss.

Later, everyone began to learn from millet. Chen began to learn from Lei Jun, focusing on two words.

Minimize the number of people and reduce the product to only one white shirt.

Chen did not say that the only way to make a product is right. He only said, "this gives everyone a chance to come back."

Previous tinkering does not work. Only use a surgical knife to cut off the bad one and then look for the right way.

Since the beginning of 2014, it has sold almost no new models, selling inventory and planning debts.

Chen said, by the time of August 2015, the phone call to call him had finally stopped.

Before and after the Spring Festival in 2016, he finally felt that the historical burden was clear.

"It makes me a little not used to it."

He said.

From the heat of the brain

The disease must start from a fever.

But in the hottest days, the whole world is like a guest like model.

Those who want to go all the way to the brand electric business, these years have been dead clean.

So we all feel that this model is not true.

At first, it was easy to erase the cost of the store and erase the cost of the channel.

As long as 2~3 times the brand price increase rate can achieve profitability.

But in fact, even if the cost of the website is ignored, the cost of the traffic is getting higher and higher, making it hard for the private brand e-commerce to continue.

Plus inventory is a problem that all clothing brands can not ignore. Lining and Mei bang, who have decades of experience in offline brands, still fall on this issue.

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Old age says I am childish, "not all problems are theoretical problems.

Yes, they are all dead, but why are all guests still alive? "

He said it's a human problem.

Things are done by human beings, so some people simply die, others struggle to survive.

This reminds me of the time when we summed up the lessons of everyone, and everyone said that if the market got stuck in the market, everything would be different.

Why did the company get back? The industry rumours that some investors were too "dissatisfied" with valuations and did not want to make small money, which delayed a great situation.

However, not all companies have the opportunity to inventory and debt problems have been very heavy, negative public opinion has been in the rain when it can complete the "G round of financing."

If it hadn't been for that money, I would not have mentioned anything later.

From this point of view, everyone's investors can also be regarded as the conscience of the industry.

It must be said that the story of fan is a miracle in the history of Chinese Internet. It is typical and not universal.

Don't worry.

I think the possibility of becoming a star company again is probably very small.

What is the expectation of all the guests who have seen the past and have been embarrassed?

"To live and live healthily is the first priority."

Chen said.

"No hurry," he said recently.

Remembering the fever of 2011, he felt anxious.

He is worried, investors are worried, and the whole market is very anxious. Everyone wants to run faster.

If you feel anxious, your movements will be deformed and your brain will not wake up.

Therefore, he said that it was hard for him to come along, and the people understood it too well.

He even has a lot of temper. He used to be a typical boss who needs both.

Now that the company's people say something is a bit stressful, he takes the initiative to say, let's do it slowly and don't put too much pressure on ourselves.

Startups may not understand this mindset.

Without pressure, where does the power come from? Without higher goals, where will success be achieved? But for the aged and the customers, the company is really worried.

After the Spring Festival, Chen intends to put the company's specific businesses to Ke Linli, who is a co-founder of the company, and has been following the pioneering business from the beginning.

He said he was serious and discussed the matter with Ke Linli seriously.

He did not put it before because he could not afford to drag such a heavy burden.

Now it can be released because it is determined that all customers only do the basic quality clothing, strictly control the category and quantity, and the next thing requires more refined management and operation.

"She is stronger than I am."

Chen said, "she is more impulsive than I am."

Besides, I won't even negotiate. I'm embarrassed when I talk about price.

I'm going to do what I like.

The real and the only thing that is good at.

What I want to do is culture T-shirt.

He found his favorite writers, Eileen Chang, Marcks and Mu Dan, using their words as designer's inspiration, and then printed them on T-shirts.

The commercial logic of this matter is that the immortal works and thoughts of these great writers can impress people from generation to generation.

In addition to the good-looking t-shirt design, Chen hopes to give full play to the role of the customer brand, to publicize the values and give people a reason to buy "just belong to customers" and not just as cheap as it used to be.

The emotional logic of this matter is that it is something that Chen likes to do, and even in a sense, Chen believes that this is the only thing he really is good at.

"I think people should do their own right."

Chen said.

He did not want to go any further to judge whether a girl born in 1995 would like the pattern of a cat or a pistol. He wanted to go back to his familiar fields and context, to discuss the six ancestor Altar Scriptures, to lead everyone to reread the journey to the West.

I don't want to please others.

I am committed to doing this in my old age.

Because this thing really fits the temperament of the van guest brand. In China, no one will do such a thing except anyone.

For me, this gives me a reason to buy, and I can't tell the design of T-shirt as old age.

But I have my own preferences for poetry and sentences.

I would like to write "silent, love" sentence in my own body.

In his old age, he did this thing as a brand. Anyway, he also felt that he was not as well managed as the company. He felt that he did not understand the clothing version and even the electricity supplier.

"I am best at making brands."

He said.

Therefore, simply become a brand manager.

We talked about the way of van customer's brand.

He talked about the whole process many times.

But now, Chen said, "I don't want to please others."

I support this sentence.

I always think that the success of the object is actually a very old personal expression, just poking the heart of the net friend.

After that, with the aim of poking the heart to do things, it is on the surface.

Later brand behavior was not bad, but not so sincere.

Therefore, simply willful, do yourself, do what you love to do, say what you love to say, brand has personality and soul.

"One day, he asked me a question. What should I do if I want to make a fire?" Chen said, "I never thought, yes, in case of fire, it's quite scary."

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