Where the visitor ushered in the adult period

Where the customer has just been set up, imitate the object on the fall, through a strong brand marketing and organizational resources capacity, where the guests out of a road of their own. Now, in the face of unprecedented questioning and internal and internal challenges, aging can take his "after" they out of the bottleneck?

When the thousands of people rushed to the red carpet, the security pulled up the wall outside desperately shouting Han and Li Yuchun's name, the 43-Year-old CEO of a little "surprised": "This is our staff, or the company for the annual meeting of the Organization's fans?"

It was not the first time that he was shocked by the team he had led. On January 15, 2012, before the Jiuhua Annual meeting, the company's core has been in the outskirts of Beijing for a week of meetings, the middle-level above to participate, to and fro 1200th people. In the past, every guest core layer is "whenever", the youngest was born in 1981, but now, many management has become "after", even "85" children.

In the face of these young faces, the most asked question is: "How old are you?" Almost 30 (five years in fact). "Do you know how many tasks you manage?" Know, 80 million. ”

These scenes give age a mixed feeling of pride and fear. In front of these crazy chasing star young people, back to the office may be a hand with tens of thousands of yuan orders the product manager. Last year they helped customers sell 70 million of items, creating nearly 5 billion yuan in order sales. From the original only sell "collar-button shirt" and "Straight collar shirt" to now sales of clothing, cosmetics, home bags a total of more than 10,000 categories, where the customer prudential products set up but four years.

But do they really know what 80 million dollars means? The speed of light growth is full of pleasure, and it also poses a "runaway" risk. Aged in the heart of doubt, "This giant has a screw not screwed up, may be an accident" this is the management of a hundred people, thousands of people and the management of a company of tens of thousands of people the difference.

He expressed that suspicion at an in-house meeting in June 2011, but did not expect to become a reality so soon. Every guest 2010 "take the prize to get Soft", 2011 fell into control edge. Although the company's sales are still at the speed of light growth, but a variety of problems have surfaced: The company scale disorderly expansion, performance for sales category and personnel blindly expansion, grassroots corruption quietly breeding, in tens of millions of orders issued, inventory also in inexplicable increase; Where the object "of the great success of the weight of the tired and confused emotions spread in the team, and constantly someone chose to leave ...

In the second half of 2011 years, from outside the voice of doubt began to the first half or all media paparazzi object of the "star Company" to challenge: "What's wrong?" is the customer's team falling apart? Why does the guest's financial position be as bad as the spread of the public?

Aged has been low-key, especially in the "where the object" a shot, more deliberately to avoid the media, when he took the media interview as "ego inflation" the first step. But in the face of doubt, he couldn't sit still.

"The company 100 people's time you are scold the day, I also ignore you, but 10000 people's time, I must come out." "January 16, 2012, the second day of the annual meeting of the guests, wearing a fan of the standard blue shirts aged in the new century," the new era of the interview so express their stand out of the reason, "not you tease me, not be scolded to come out arguing, I think it is necessary to my staff to speak clearly, at this time of this scale, We have to ask ourselves in advance to the standards of a public company. ”

At the annual meeting, 28 senior executives from the old and the president's office were dressed in a black dress. Aged widely invited media and industry elite, Lei, Shong, Shire and other investors, all kinds of partners from suppliers to advertising, technical services companies take turns on the stage. Compared with the previous low-key, the four-year-old start-up company seems to be using such a grand ceremony to proclaim itself "grown up."

How to use the young people with the ability to innovate and solve their management bottlenecks while maintaining rapid growth is undoubtedly the biggest problem facing the aged. In addition, the listing has been ready, followed by the unveiling of the company's real financial situation, despite the old confidence that this will be a "look silly" report card, but its growth rate and future profit space can really make the capital market satisfaction? Even if the listing is successful, how can the customer continue to maintain the growth rate, Can the sequel of its brand story continue to be wonderful? From shoes to cosmetics to home, where the category of customers to expand where to go ...

For every guest, 2012 will be a sensitive and critical year, as well as one that cannot be missed.

What's a guest?

"What company is a guest?" Old and every guest's investors give the same answer. Old said, "Every customer is first a brand company, followed by a resource organization company, is again a service company, and finally a technology company." ”

"If I am wearing a valet's dress, I feel much better than buying it outside," said Yang Dong, a partner of the SoftBank Investment Fund. This is the value of the brand. China has not had much domestic brands for so many years. Everyone regarded as an e-commerce enterprise, in fact, it is a clear brand, aged expressed very clearly, is the people's fashion. ”

Sell the brand, not sell products, this is including Lenovo, Geely, Tcl, and many Chinese manufacturers of the ultimate dream, for many years hard practice, even at the cross-border mergers and acquisitions to achieve their own brands, has not competed in full work. It was easy for every guest to do it in only four years. Some people think it is relatively easy to do low-end brands in the field of clothing, but it is not easy to make the target people easily in the "whenever" "," "the", and even "after" the flow of the exchange between the is difficult, Li Ning had tried to do so suffered a fiasco. These thorny problems seem to be solved by the guests without any effort. The most puzzling thing about this is that there is no deliberate overall strategic design in advance.

It's interesting to look back at the brand's formative process, like a series of accidental, right decisions. Every guest is the third pioneering business, before, he created a network of excellence in 2000, founded in 2005 I have a network. First sell books on the internet, and then sell online games on the Internet virtual objects, is not too successful. The network of Excellence was sold to Amazon in 2004, and I had a net of water drift, leaving behind only lessons and a bunch of hardcore that gathered from excellence.

At the beginning of 2007, 38 years old, with savings and friends Lei Angel Investment, began to conceive the establishment of a brand company. He decided to call it the van, the editor of Old age gave a poetic interpretation of "in the long river of time, everyone is an ordinary traveler." This is much out of the past "outstanding" dissatisfaction with aging later said, excellence did four years to sell to 100 million, where customers want to be popular.

Every guest's venture catches up with the good times. E-commerce used to be the driving force of the Internet in the United States, in 2007, with the improvement of the online payment system, China's E-commerce is in the eve of collective outbreak. The money on the market is too much to spend not go out, missed Taobao's wind-throwing institutions to all the tourists flocking. July that year, IDG and the source of the joint venture to 2 million U.S. dollars can not wait to take a stake in the preparatory period, half a dime income has not earned all the goods. October Company announced the establishment, only after two months, aged and received from the soft silver tournament rich, IDG, and the source of joint venture to continue with the investment of nearly 10 million U.S. dollars B round financing.

Get the investment, old did a very bold thing, put most of the money into the Internet advertising. He will be the Amazon invention of CPS (cost per sales, according to the sale of products Commission) delivery mode for the first time to introduce domestic, so many web site Alliance members and Fank to form a profit community products of the hot sell also is to stimulate the spread of the site into a passion. This also laid a good relationship with most of the Internet companies, the future "where the object" of the spread of the benefit.

February 27, 2008 This is old at any time can blurt out the point: every customer's products in this day began to be mass spread through the Web site, the day will be up to 300,000 yuan of the order amount. In less than one months, sales soared from 3 million to $20 million, proving the success of the experiment. To a certain extent, every guest has pulled the rise of internet advertising, before the Internet advertising has not been taken seriously, few people believe that internet advertising will produce a real return.

In that year, every customer realized sales of 100 million yuan, aged in advertising this item on the cost of 60 million yuan. Every guest is even ridiculed for buying a user.

Brand marketing and products are mutually reinforcing relationships. Brand played out, whether the product to keep up? Can be recognized by users? The product is not good, the user came and went, will not come again. Aged at first think very clearly, every guest is not a clothing factory, he wants to find those to international brand OEM garment manufacturers. However, to persuade these generation factories to open the production line for a brand new online electronic commodity brand, and also to take initiative in the game of design and quality control, is a great test for the "excellent Kibaki" with no ready-made garments experience. So, throughout the 2008, almost all of us were circling around a shirt.

Into the 2009, in product manufacturing gradually find the feeling of the customer team began to look to the category expansion, with the old words to sum up, 2009, "The most wrong trial". After experimenting with countless categories, 29-dollar T-shirts and 59-yuan canvas shoes become the star products that support every guest's performance.

More and more printed with every guest logo of the exquisite kraft paper boxes appear in the capital of the major offices in the company's front desk. This April 1, where the total customer service upgrade, one breath to launch a full free shipping, 24-hour delivery, 30 days no reason to return goods and freight by VANCL undertook a series of measures, so that those who have just received the online shopping taobao enlightenment of the urban white-collar workers, the "service exceptionally high-grade" of the electric business.

And "If the Wind Tatsu" express the emergence of another accidental decision. Li Hongyi, vice president of the company, was originally responsible for warehouse management. 2008 Shanghai Warehouse was stolen, is every guest structure adjustment, Li Hongyi became adjusted object. Old said, "You don't do the storehouse, go to get a courier company." Li Hongyi's face was white. Aged initially only gave 100,000 yuan, dry for two months, the third month wages will not come out, the result has never done express Li Hongyi stickers pay wages, bite teeth made "such as wind Tatsu", now become a part of the brand difficult to split.

Every guest brand has become a first. However, shortly after the completion of the B-round financing, once the main reference of PPG Company in January 2008 was proved to break the capital chain, the loss of imitation of the object of the customer became the "organization of Foundry + online purchase" of this clothing direct mode of the lonely practitioners. For the next four years, the question of the van model has never really stopped. Can its growth continue? Can it make money, especially if it makes money like a real internet company such as Google and Amazon? Every guest is brand new, there is no definite coordinate in the capital market, this is the pride of the outside world, it is also the biggest doubt to it.

"Where the object" came

Relying on the website Alliance, where customers have visibility, relying on standardization, high quality and low price products and services, where customers have successfully retained the user. There is a need for a new drive to increase the speed of the customer. In the spring of 2010, customers first considered offline advertising.

Once in Ogilvy as creative director of the Chunyu, at that time just began to work alone, every time to participate in the manuscript, are very hard to scrape out a few "assistant" Men Men. These surface kungfu did not cheat old, later he had a joke with Chunyu, "you are actually two people." Aged from more than 30 companies have selected Chunyu responsible for the full range of ads and TV scripts.

The occasional law appeared again. Coincidence, where the guests just very bold in Beijing, Shanghai and other first-tier cities to win a number of street signs, so, every customer's debut brand spokesperson, the original will be on TV on the appearance of Han first from the plane ads debut.

At the end of April 2010, the first appeared in the street signs of the Han, wearing a dark blue T-shirt, hanging a light smile, slightly sideways, thoughtfully. He had only four words around him: I'm a guest.

This is the feeling of aging, fresh and healthy, and hidden loneliness. In old times, people are more lonely, but the spirit of "grassroots upward" is not extinguished. And at this time of Han Han, is because of its blog on the current political hot giggle defy become young people's public idol, every guest is his first advertisement. "I am a guest" These four words, and Han's body that the uninhibited momentum and idol temperament unexpectedly fusion, for the brand added a new charm.

This billboard is originally imitate H&m style, pursue is concise. But after advertising out of the street, May Beijing, there are some LSC, large area of white advertising looks bare. Aged on the road after seeing, decided to add more words.

"Love the Network, Love Freedom, love late, Love night Big Row, love racing, also love 29 dollars of T-shirt, I am not a standard-bearer, not who endorsement, I am Han, I only represent myself." I'm like you, I'm a guest. ”

This later on the internet popular "where the object", the original version of the Chunyu to all the TV ads written script. Old said that he had only done one thing, that is, to delete, to be deleted to put on the road signs up.

June, the new edition of this group of advertising language of the newly-Han ads out of the street, rapid fermentation on the internet. People first guess: such a cool advertising language, whether the Han Han's participation? Soon, a netizen launched a "people flirt every guest, looking for Creative Emperor" online collection activities, just three days to attract more than 6,000 participants, in this carnival, the object of the parody from Xiaoming, Guo, Such stars as Guo have developed into national leaders.

Aged firmly denied that the subsequent adaptation of the movement of the planning, he attributed to the "literary victory", said it touched the user's ego expression nerves. "I dare to the leaders of the planning of the object ah, I am a timid, traditional media background, this is the bottom line." "When I saw Kim Jong-un, born in 1983, we are all people," he said, looking for someone to delete it.

Han's TV ads later launched, but did not cause much response. Then, in the "where the object" fast ebb, in the spring of 2011, xiaoming endorsement of the TV ads took the baton.

Aging said Xiaoming is a netizen to help them make the choice. "Where the object" popular, Xiaoming is the most powerful star, about his "where the object" most, the most famous is this paragraph: "Love English, Love to sing, love to drink beer, also love 15 yuan a deep v low chest T-shirt, love can cushion 5 centimeters high sweat blood boots, I am not God horse leader, I put the Mercedes-Benz key on the ground, I'm xiaoming, too set (not in all xiaoming mantra). ”

In the Xiaoming television advertisement, the most let the old proud is completes the brand and the spokesperson interaction. About advertising creativity, where the idea is to face up to spoof, and Xiaoming Communication, Xiaoming agreed, it takes courage. Xiaoming with a sweat in the ring of the image of the appearance, the end of "Hold on means everything, yes, I am not an actor, not in all." "Face the netizen to oneself of ridicule." Where the guests thought netizens will continue to discuss the content of the spoof, did not think this became a play moving inspirational film.

Looking back, old said, "Every hot, in fact, is not ... It has nothing to do with what we expect, because there are so many points here and you don't know which one is going to explode. We seldom try to figure it out later. ”

The new TV ads on May 5, 2011, through all the goods in Sina Weibo official microblogging "first", only 8 hours to get netizens more than 120,000 times forward. Xiaoming himself, from the object of the parody to become an inspirational star. And every guest, in the past 2008 years, 2009 Internet advertising Bedding, and by virtue of a series of victories from 2010 to 2011 in the campaign of brand marketing, to become a dazzling public brand, fresh and healthy, lively and interesting, and inspirational and personalized "People's fashion" image.

Chunyu also fame. In the past few years, all the work of a full set of advertising copy to his small company.

Magic Door, coconut and resilience shoes

Chunyu is not a special case, where guests love to use small companies and young people, aging call them children. Every guest's logovancl is a 29-year-old young man Cao Vic design, aged a look like on the. The young man became a company, called the Magic Gate design agency, where the Ninja series in the T-shirt, the best selling Lin Juemin and the wife book T-shirts in 2010, are the works of the Magic Gate.

Another company called Coconut is a story that has been talked about by old and senior executives. At the end of 2010, Zhang Zhijian, the "Coconut Kid", found Wang Chunqi, vice president of mobile business, said, "I only have 3,000 dollars, but I decided to work for you." Wang Chunqi asked him if he was looking for a job, and Zhang Zhijian replied, "No, I want to organize a team to work for you and do mobile apps." "His only request was for the office to be provided by the guests." Where the guests did not give money at first, he took a group of young people spent five months, made a customer's mobile phone client, then melt to 2 million dollars. Aging has been hoping to give them a prize because it represents entrepreneurship.

Even now a year nearly 5 billion yuan sales scale, aging also insisted on using these small companies to do creative and software design. Every guest inside also use such young people, and the courage to delegate. Tube vt (ie VANCL printing t-shirt) was born in 1984, last year VT more than 1000 patterns, late marketing, planning, he took a few 87, 88 born people do. They deal with designers every day, and many of the things they say, the vice presidents of the 70-born presidents who sit on the stage don't understand. What they are looking at is the passion and creativity of these young people.

Suppliers are big, preferably by international brands for decades, to be their standardized production. Old often joked, "pull out a workshop, a production line to every guest is finished." ”

But let these big-generation factories give a fledgling electrical goods brand a job? The 2009 is not enough. In the beginning, all the guests can only find small factories to start. 2008, aged looking at his niece home every day to wipe their canvas shoes, decided to let every guest also try to sell. At the end of 2008 found the original back to force the factory Shanghai on the Acer Shoes Co., Ltd., first made 50,000 pairs, two days to sell light. Back to power has been bankrupt, on the macro only twenty or thirty people, take the small list, live very difficult. Now on the macro to become Van Gogh's largest canvas shoes manufacturer, employs six hundred or seven hundred people.

With young people fresh momentum of new advertising, new products continue to launch, now where customers not only sell shirts and a nice t-shirt, but also sell a variety of fancy polo shirts, canvas shoes, the target user's age level, even pupils are wearing van shoes.

In a former middle-tier who has left every guest, the product development and supply of customers in fact still lags behind, and cannot match the rise of the brand. Every guest or out of a steep upward curve: 2008 sales of 100 million yuan, 2009 600 million yuan, 2010 1.8 billion yuan, 2011 4.5 billion yuan (order sales). Supporting this performance, is the most proud of the age of more than 80% of the two purchase rate.

With the increase in the size of sales, the original unattainable large suppliers have also come. January 15, 2012, the world's largest knitting factory in Ningbo Shen, general manager of Ma Jianrong specially from Japan back to participate in the annual meeting, so that aged quite moved. "We didn't pay for it in the early years," he said. "Ningbo Shen is the backbone of Uniqlo, Nike, Adidas sweaters are also produced by them, for several consecutive years ranked China's knitwear export enterprise export scale first."

The huge sales figures have narrowed their relationship with the visitors. Shen 2009 with the Order of the customer cooperation is only millions of yuan, 2011 has been as high as 50 million or 60 million yuan, is a guest VT, Wei Clothing and other main suppliers.

Every guest in March 2009 to find Itochu trading firm, the first cooperation order is 200,000 pieces of polo shirts. Itochu is Li Ning, Kappa, the United States, love and other brands of the main suppliers. At present, Itochu is mainly for customers who supply down jacket, jeans and other products. Its cooperation orders with customers in 2011 reached more than 10 million yuan, the size of 2010 three times times. By the end of 2011, every customer's supplier partners had been developed from the original dozens of to three hundred or four hundred. Oberhon can now only be counted as a small and medium-sized supplier.

In old age, the results of the past four years are actually the result of the organization's resources. Where customers do not engage in production, do not have a designer, do not buy, the warehouse is rented, it all, is a brand and an online sales platform. They use small companies to do ideas and software, with large suppliers to provide standardized products, the reorganization of Internet advertising and road signs, television and other traditional advertising platform to marketing brands, after the failure of PPG, where the guests out of their own way.

Crisis

Then the crisis came suddenly.

In the "where the object" of the explosion point, where the customer in the market has reached a high point, the entire team is also in the boiling state. But with the ebb of "every object", this pot of boiling water suddenly cold.

"Where the object" reached the peak is difficult to transcend, so that the internal people to kill the passion and inspiration. Faced with all aspects of the expectations, some of the guests began to feel powerless. Every guest has been growing at a high speed, there is no template to learn before, employees in every guest work everyday to learn new things, to do their best.

"The psychological intensity is too great, two years in this company equals five or six years in another company, exhausted ..." said one middle-class, who left the guest in the second half of last year.

Aging also realized. For the loss of personnel, he has a different perspective, he believes that love is the source of all power, but also think that when young, take it for granted, "to carry the living is good staff." "Besides, the loss is one of dozens of points." "he said.

To his horror, internal management was out of control. He went downstairs, and those unfamiliar young faces who went to buy milk tea at work time took every guest's badge; when those who report directly to the management of the Department also began to show "do not know what happened" expression, aging feel the Company A big problem, where customers to adjust the time.

In May 2011, he said in a speech in the company, "in the future this time, let us strive for more self-awareness, less selfish boredom, less frivolous boast, less ego expansion may even confusion lost emotions." "From August 2011 onwards, every guest management has held more than the middle-level reflection of the Conference, review of management errors." Every guest's management problem, later was summed up as: "High level of impatient, grass-roots corruption." It is also in the group of all senior executives to Dalian, the first review of the Conference, Aging made a big layoff decision.

At this time the guests have not completely from the "where the object" of the Halo sober. 2009 and 2010, relying on successful advertising marketing and expanding the category, where customers in the number of users, sales and two purchase rate and other key indicators on the performance of almost every day is "trading board." According to the third party monitoring data provided by Eric, 2010, the sales of customers sincere goods close to 2 billion yuan, an increase of 300%. A person close to the visitors to the source confirmed that, because of "where the object" marketing lag, until the first quarter of 2011, where the customer still maintained a year-on-year income growth of 300%. It is based on this growth rate, coupled with the unprecedented prosperity of the entire electric business, where the customer management of the 2011 performance expectations are rather optimistic, that "sales breakthrough 6 billion yuan, touch high 10 billion yuan". Each department began to saidy into people, and the business unit expanded the category to Saidy. Finally one day, when the old found that every customer even mop are selling, he was angry.

The increase in inventories is certainly the reason. An industry veteran believes that there are at least a billion of people in the 2011-year inventory. "The early expectations were too rosy. ”

In just six months, every guest's staff expanded from 3000 people at the beginning of the year to more than 12,000 people. A new college graduate, into the company half a year can be old staff attitude to the staff after the Recruit, a decade 30 million yuan order.

He does not doubt their ability to innovate, but doubts about their ability to manage and whether they are truly aware of their responsibilities on the shoulders. "Do you say that a 88-year old child knows what 80 million means?" he said. All his management experience is because he has been in every guest for six months, this six months can learn to lead a person? Aging to the new "New century" reporter frankly, the summer of 2011, "the company is too big to see a little clearly."

After the review Conference, the layoffs began. But the severity of runaway management is beyond aging estimates.

At the end of August 2011, a letter from the staff of the public denunciation of "three ask old" Suddenly on the internet crazy biography, the first time to raise outside the star company's internal management crisis concern. There was no response at the time when the company was in the quiet period before the IPO.

In the interior, aging fire: "We do this to these children, should be ashamed of a few months ago to recruit people, three months later to drive people out." What did you do a couple of months ago?

In the financial new "New century" reporter interview, aged on the failure of layoffs have a profound reflection. He later figured out by the various departments of up to five hundred or six hundred people's layoff list, not strictly implement performance evaluation of the last elimination of 5% results, the reason for him, just four years of the company already has interest groups, vested interest groups in this situation often choose the easiest way to the probation colleagues clear away.

Also in the open annual meeting held in January 2012, aged to this mistake and the company in 2011 encountered the other difficulties, blamed for "corporate management decision-making errors." The mistakes, he says, have given some misunderstandings to partners and hurt colleagues ' enthusiasm and ambition in some way.

Management Revolution

The most afraid of the company formed a vested interest group, but also fear the company lost the vitality of innovation. So, how to strengthen the management of a 10,000-person company, he chose the path is not centralized, but the demolition of small. He wants to break the original interest group and let everyone find a new place in the new space. Aging has also done so, the principle is "new people do old things, the elderly to do new things." But this time the adjustment is not only this, because he also has to achieve a goal, "see the company clearly."

From August 2011 to November, every guest launched the largest organizational restructuring since the company was founded. In every guest, the adjustment of organizational structure means a great adjustment of interest. In the old age, the adjustment must be someone suffering loss, if so chose to leave, he understood, but he is more looking forward to the Li Hongyi type of fall again. Where there is eternal victory, "hang on means everything".

After the adjustment, the original two major divisions are divided into five major divisions by category, respectively responsible for shoes, sports products, fashion men's, women's and accessories bags, the management from product design to sales planning and marketing planning a series of work; In addition, the five major departments corresponding to the three major production centers, to the latter to provide a single demand, The production Center is responsible for coordinating production with various suppliers. The original promotion, brand, warehousing, logistics, and call center continue to remain.

Five division, plus three production centers, is tantamount to the original two departments to unload eight pieces, each has a leader, and aging more want to think of them as eight independent start-up subsidiaries. Splitting is not the end of the divide.

"One day, there may be 10 or 50 business departments!" Previously, the problem was that the power was too concentrated in two business ministries, inflated overnight and then lost control. The advantage of divide and conquer is that you are no longer just "aged subordinates", but hundreds of people, thousands of of the boss, this mentality is not the same. ”

Aging continues to uphold the idea of decentralization, but in addition to decentralization, he has to strengthen monitoring management, to the most innovative children to establish a controllable trial and error scope. The task was handed over to the data center.

In the past, every guest has a set of data system, but very simple, aged only care about three digits, sales, new user growth, old user growth. Now, it will be scattered in the original information, from the planning and design, production and sales of data points are linked to become a transparent "traffic map." July 2011, where the customer formally set up a data center, to each division set up a set of complex standards, the data department like the Statistical Office of the operation of the sampling and analysis, there are exceptions to the business sector to explain. "The biggest role of the data department is to report to the police and not to work in the business unit." ”

In order to ensure the objectivity and impartiality of the data standards, aged to the data center, Vice President Kang Xiaoyi under the death Order: "As long as the credibility of your data center is questioned, you immediately go away." "Every business seminar, as soon as one hears someone say" you this data seems wrong, "not to wait for the old words, Kang Xiaoyi himself immediately" particularly fidgety to go out to call ", inquire about the situation.

Conflict is inevitable. If data centers and business units do not agree with the data, everyone will sit down and discuss the problem. The business unit has the position of the business unit, the company has the position of the company, sometimes the people in the business department will want to mark the winter clothing as the Four seasons, so that the four seasons can be sold. But this is not good for the company, because winter clothing in other seasons sales is very small, can only aggravate the front-end burden and cost. Now that the business unit has changed, the data has changed, and the data department will soon be able to find it.

In order to allow staff to increase management experience in a short period of time, in the second half of 2011, every guest also opened a management college inside, let their own, outside executives and professors to talk about class.

Aged 2012

The question of Van mode has not ceased. Senior Internet commentator Xie has expressed this suspicion in the face of aging. In the financial new "New century" reporter interview, Xie said, "I put E-commerce enterprises into two categories, one is to do the Internet, a class is using the Internet." Only do the internet is called Internet enterprises, it is representative of the Amazon, China's Taobao can be counted; like Jingdong and van, just use the Internet platform to sell things, in essence, traditional enterprises. This will affect its valuation. ”

At the beginning of 2012, the new "New century" reporter from a guest insiders learned that the 2011-year order sales of about 4.5 billion yuan, after deducting returns and after-tax sales revenue of about more than 3 billion yuan, gross profit margin compared to the same period also declined. This is still a gap between the 6 billion-yuan pass line established by the management at the beginning of this year. Despite lower expectations, it said that "the absolute growth of sales revenue in 2011 was higher than any previous year". But the growth rate of 300% per cent in 2010 has slowed down indeed.

For an internet company, slowing down is a terrible thing to do, not to mention the customers who are not listed and ready to go public this year. So in 2012, growth is still the most important thing for every guest. As a brand company, it needs a new breakthrough in marketing, which is a great pressure. In addition, he also needs in the depth of the brand, cost control, process control to strengthen the fine management.

2011, where the passenger opened a long-term deployment for logistics, its investment scale even beyond the Jingdong mall in the country eventually built 28 warehouses, small four thousand or five thousand square meters, large 60,000 square meters, a total area of 400,000 square meters. This is the main reason why gross margin was pulled down in 2011. But the old hope that this and the expansion of the category synchronization, like the 2009 trial and error, to help visitors in 2012 to reap the rewards.

In these logistics layout, also includes the Dalian, Harbin, Shanxi Yuncheng These two or three line cities. Aging admits that some layouts are experimenting: if the services in small cities are as good as those of the big cities North, will the numbers come up?

In 2011, the amount of money spent on advertising was close to 1 billion yuan, but the share of sales revenue dropped from 60% in 2008 to nearly 20%. Now, where the customer has become the internet advertising and street signs advertising, they are most concerned about the customer will not reduce the delivery. Because every guest's success to some extent also stimulate the demand of these two kinds of advertising, which makes every guest in the negotiations have a right of speech.

After Xiaoming, many stars volunteered to be the spokesperson of every guest, including Xiaoming himself, asking when to shoot the sequel. And every guest finally chose 2005 years of Super Girl champion Li Yuchun. The controversial image of a neutral figure, dubbed "Spring elder brother" by netizens, was born in 1984, which seems to contain a variety of complex elements in aging.

"In 1984, I was in high school and China took part in the Los Angeles Olympics. The 1984 is the most fierce year in China's reform and opening-up trend. That year I read "Hundred Years Lonely", Duras "Lover", "Catcher in the Rye" and Gorbachev's new thinking of reform. "1984 is an era for those born in the late 60, and 1984 also reminds us of Orwell's" 1984 ", the most famous advertisement in Apple's history," Think different, "the Army goes ahead, Einstein ...

Old know that the next advertisement for the meaning of every guest, in 2011 they only launched a print ads, above only one sentence "born 1984." Li Yuchun as the protagonist of the television ads had a version, was aged overturned. In his view, by virtue of text messages and the birth of Li Yuchun is a pun, is a cross body. How to use this pun to give a deeper connotation to every guest's brand will be an important task for all of you in 2012.

Besides marketing, how to extend the breadth and depth of a category on a product is another big challenge. In a close to the customers of the electricity business senior personage sees, where the only professional is the shirt, canvas shoes, stockings, other are not competitive, "every guest's problem has been the category is too messy, this has a lot to do with cost control." "The employee who left the guest also admits that the company knows many products are poor, but" 29-dollar T-shirt, how good do you expect it? The price cannot be too high for volume. Controlling costs, taking into account the depth of the brand and the increase in sales figures, is a very difficult balance to grasp. In the view of the industry's senior personage, where the customer's another flaw is the purchase of the documentary ability, where the customer is now too many non-standard products, he believes that every customer can do at most "process list", that is, the specified size, and standard parts means to be fine to the specified width, that is, a meter of fabric can be cut several pieces "It takes a bunch of very strong hands," he said. ”

What must be done in 2012 is also on the market. In 2011, the main reason for the lack of listing is that the stocks are volatile. From the information revealed in the old words, the listing will not be delayed, he also hopes to announce the financial situation as soon as possible, "then you will have no problem."

Age is not particularly concerned with the high level of concern over the Internet gene for every guest. In answer to "What is the customer" this question, he did not even mention the Internet or E-commerce, "technology company" positioning also ranked in the "brand, organization resources, service companies" after. As the most cultural temperament of the Chinese electric circle of a boss, aged even said, "our every piece of clothing is conveying an attitude, where guests if one day you can sell 50 million T-shirts, where customer prudential products must be a cultural communication company." ”

For every guest's staff, the Enterprise has a special magic, which has aged individuals to give the factors, there are other. Almost everyone has feelings for every guest, leaving the same. "Even now is a passer-by, chatting about every guest, or the kind of chat endless feeling." "A fan of the former mid-level said, but he described his departure when the feeling is" exhausted, vicissitudes. This group of young people, who have long been in the "rocket-like growth" situation, love their jobs, to be fortunate to become a member of the team is proud, every day in the face of the challenge, harvesting the outside world to catch the general eye, which condenses into a special professional sense of honor, but a setback, enthusiasm for the deterioration of professional anxiety in their own words, said, Every day hope can "put fireworks", if do not make a point, all day in the office to lift.

From now on, it will be important for everyone to divert the passions of these young people. Old know, without these colleagues, without these partners, can not achieve the customer and the brand. The two days before the annual meeting, aged has been fretting about his speech, until the last night, before the hotel wrote the last sentence:

"To achieve the customer sincerity goods" People's fashion "vision, the need is no longer just a passion like fireworks flashing love, but more than 100 thousand running, like the river in general love. ”

In the financial new interview, for the undulating 2011, aging Summary is very simple, "is a lot of things happened." But this year's experience clearly let him have a deeper thinking about what kind of business he wants to do.

In the early winter of 2011, Kerry Group chairman Kuok at China Grand Hotel to entertain the aged and the shareholders of every guest. To this meeting, aged 88 years old said still move freely, laughing and Kuok let him feel the power of time: "People from the age of 25, to 88 years old, 63 years later, from a sell flour, to this day, the Golden Dragon Fish is his, the international trade is his, Kerry Center is his, Kerry EAs logistics is his. Compared to him, we have just set up four years of company, now this chicken fly dog jump is what ...