Aging Reflection Van 5 years: Startups are all dead, not starving.

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Old

Sun Tong

Old to every guest this company 5 year fluctuation biggest reflection, lies in a pioneering enterprise needs unceasingly to pursue own beginner, can in the changeable external environment not lose own direction.

In September, all the staff of the various departments finally moved the office location to Yong your mansion. Aged almost wrapped up a whole building east of the mansion, "before the operation, technology and many other parts were dispersed in Beijing, now the most important thing is that we can finally together." "he said.

5 years, from the South six ring to the West four ring, from the east third ring to the now close to the two ring of Yong-your mansion, the way of migration is not only a change in the geographical location of a company, from more than 10 people to sell shirts started, to have a team of thousands of people and billions of sales scale, where customers and aging more is in the business position of the UPS and

Old said, these 5 years, successful is, to him and every guest is fortunate to find a long-term to do the cause. In addition to persistence, there is a little bit of luck. Not successful in this career, he and every guest are still very naïve. With the expansion of the scale, too much can not be refined place, bringing a lot of greater losses.

At the just-concluded 5 annual meeting of the visitors, age did not entertain celebrities and celebrities like the one before, but through the most authentic database, found the first batch of users on the Internet, even the first to buy their shirts, inviting them to talk about the changes and the improvements they want to see. In fact, many of the founders of the past years have also felt that old people always say: We used to sell shirts.

After these commercial peaks and valleys, aging is beginning to look back on the past 5 years of entrepreneurship, hoping to "return to the original point, looking for beginner."

Beginner

Back at the beginning of every guest, we have to mention two times before the experience of entrepreneurship.

2000 before the Spring festival, aged still in the paper media, Lei find old hope to sell books through the internet together. The wealth myth created by ebay and Amazon in two or three years has made the pattern of e-commerce seem like a wind. "I thought very simple at that time, are selling books, just change a channel", at that time, still feel that they are "a scholar", engaged in the cultural industry, or even in the media, because the Internet can still present a lot of content. "Although I also feel that the user is delivering faster, I think it's just a different kind of vision. "Old memories.

Until 2002, the first bubble of the entire Internet burst, let aging finally realize that they are doing a business. "It's more important to care about sales every day, to be concerned about gross margins, than to care about the content of a book. "It is said that in the most difficult time, the outstanding account of only 10,000 yuan, that moment, seems to be aging for the enterprise's initial experience of life and death."

Age does not deny that the cause of the beginning of his main acquisition is a kind of literati fun, to the second half, especially when the enterprise on the brink of very dangerous, how to let the Enterprise survive, became the theme of his work.

After the sale of excellence, two times I have a network project has also suffered a failure. PPG's model was an investment opportunity. "Just want to prove himself. "It's very simple to describe your own beginner, and it's certainly not going to earn less than selling 75 million dollars of excellence--no one seems to think that every guest will be big enough to be in the present situation."

In order to prove himself, aged with a small team, the two-piece shirt was thoroughly studied, with almost a few pins on it; in order to prove himself, the only two products for the Oxford Textile and small lapel to the Internet Circle Friends, a scholar is willing to make a decision to start selling, and accept the idea to get back to constantly change. At that time, the sale of shirts to give razors was impressive.

Today, aged still with the temperament of literati. The famous "Spring without fear" is still a scholar's emotion when he passed the University of Law and politics and the tombs reservoir. But over the past 5 years, he has undergone changes and changes. If this is an article, finished the painting on the end of the period, but the literati accustomed to the stage of writing is obviously not suitable for the business world, want to give every guest draw a full stop is not likely, only to continue to run down. And this time, for a company and a leader, is the real battle.

February 2008 is an important point in time when aging begins to focus on the Internet, at that time, there are some phone sales, did not expect the rapid development began to let old surprised, "I do 6 years of excellence, but also a standardized product, the 6th year when the company is 100 million, do the first year of the guests over billion, A non-standard brand actually brings me a lot of surprises. ”

What is more surprising is that everyone started a lightning-like growth.

Lost

2009, aged on MSN and just start another friend said, "Start-up companies are dead, not starved to death." "It is said that this word is also to say to his own at that time." Especially in the aftermath of the financial crisis, after 2008 years of the worst economic environment and still rapid growth in 2009, aging and himself said: "Can become, do not inflate do not swell, I can control, I want to calm down." "But the size of the customer has reached more than 300 million, when it was really not thought of," at that time, every guest has surpassed all the things I have done before. "In the face of a great sense of achievement, people are inevitably a different state of mind."

Then, in 2010, investors began plugging into the door of every guest. "Is it so easy?" When investors over and over again to tell old, no you have to raise funds, hurriedly financing it, aged arrogance began to be the capital catalysis. "The Tiger fund didn't look for me in the first 3 years, even though I knew them well." But February or March 2010 Tiger Fund was very anxious to find us. "In the knowledge of the Tiger fund, old age knows that the fund's habit is only in the late stage."

At that moment, old felt that every guest became.

In the 2010, every guest simply developed at lightning speed. Aged clearly remember that year's "11" he and several partners in the Tiger Fund in the United States chat, they asked: How much this year, aging said: How is also over 1 billion, the other side do not believe. In fact, back to look at that year, where more than 1.2 billion after the tax, received a quota of nearly 1.9 billion.

At the time, someone asked what was the biggest challenge of aging. "I'm afraid I'm not smart enough," he said. ”

This "not smart" in later was he explained as conservative, afraid of what they have a greater chance not to seize, for fear of regret. Investors said to him, "You are too conservative." A small example is when every tenant rented office building double well. Everyone said that rent 3 floors, aged calmly lost a layer, unexpectedly quickly packed. "I knew I rented 5 floors." Old age began to realize that he was really too cautious, involuntarily began to step up. From 2008-2010, from 100 million, 300,000,001 down to 10 hundreds of millions of steps, age does not deny that his mentality must be changed.

The arrogance of the mood has come.

"At that time the whole Chinese manufacturing began to pile up to my door, in addition to those big, car appliances do not, basically other things we all take a single, affixed to every guest card dare to sell." "In the 2011, the rapid category expansion of Van Puffiness the whole company quickly." In the rapid expansion of the enterprise, the mass of the category has long let aging on their own products and the entire company out of control.

Getting out of control is scary. Aged at that time asked the relevant person in charge, we have how many warehouses, the person in charge said to make a few phone just know; aged ask the department head big, you this department SKU how much, each other immediately said you give me 3 hours I can tell you, old know, may give him 3 days are not clear

Amended

"At least I can manage it at the moment," he said. "he said. In the past year, he turned the visitor into a data company.

Kang Xiaoyi, the head of the data center, told reporters that the data center in the strict sense that there is no point of view, the biggest meaning is to use uniform caliber and standards, objectively look at the numbers, see anomalies they will give red. "They really polished my eyes. "Aging also such evaluation.

A short story: Employees at the cotton-sweater department found that this year's cotton sweater sales were less than in recent years. As soon as possible, we find data center data, in the data center to come up with accurate figures, cotton sweater team morale is very low, we are all analysis that our younger group of users do not like cotton sweater, no one has bought. But the next day, data center data show that there is no such phenomenon, especially for young new users, the proportion of the choice of cotton sweaters more than 30%, and the previous analysis is very different. It was not until another week that sales of cotton sweaters soared, and everyone realised it was a "weather problem".

It can be said that the data center let aging find a transparent management method. As long as the data, someone said directly how much time to adjust, someone said directly "Boss I can not do it." The team's performance is clearly reflected, forcing everyone to review their own, do not waste so much effort to coordinate. It is understood that the next part of the structure of the customer's internal division, will be adjusted after last August adjustment, but this change depends entirely on the data.

Also due to the huge inventory pressure of 2011, aged recent attention to the data mainly from the supply chain angle, such as the product stock cycle, whether there is a clear purchase cycle, whether to achieve rapid response; each sales node, can achieve the level of gross profit, inventory turnover sold out, to advance the inventory point calculation. "The pressure on inventory is terrible, and that's the biggest pressure we've had so far," he said. "A little money earned every day is spent on debt that was wrong before."

In last year's interview, Old said it was time for every guest to make a profit. It now appears that the timetable is scheduled to be completed at least 11 and December. And now every guest's warehouse from the 2011 's nearly 30, received reduced to 6. The SKU also shrank from more than 200,000 in 2011 to 60,000-of course the brakes included a newly licensed courier company like the Wind.

Every guest so many years of change, in the broad sense, in fact, is a change in the old heart of a innuendo. A founder in the mind a little fluctuation will have a lot of waves. "I have to admit that when I'm crazy, the company is crazy, and when I'm scared, the whole company gets a fright; When I calm down, the whole company will calm down." But the relationship between the two is often exaggerated. In this process, the so-called self determination becomes very important. ”

Today, some people ask the old question, if every guest has always adopted a conservative strategy, selling only a few categories, the gradual growth will be different from the present. Aged still adhere to the choice of every guest, he thought that every customer is relying on such a trial and error to grow up. In a very short period of time, every guest has reached a scale, which has been adjusted in the past year, and is now benefiting from this, "If you make a mistake on a small scale, you will not be adjusted." If it's just a shirt, I don't think anyone has any influence today. "he said.

Regression

If you say that the most focused thing in the past year, it must be a product.

Anta's President Dingzhizhong 2012 with a team to visit every guest. Because his team is telling him how good marketing is. Dingzhizhong said, every customer marketing no better or want to sell canvas shoes? So the product is good. Soon after the old to Xiamen, see Dingzhizhong's office in a lot of visitors to the product.

He seems to be looking for a beginner, team of people have even complained recently: always listen to Chen always mentioned that we were originally a shirt, when we started only two products: Oxford spinning and small lapel-"This can not stop, I will be a year to mention the month, every day to mention." "When the reporter said this, there is a kind of understanding and persistence on the face of aging."

A bit of a dramatic coincidence is that when the 5 anniversary of the guests, aged on Weibo, the main push on a product is a flannel shirt. From the initial start of the main business shirt, to 5 years later to push the flannel casual shirts. The return of a shirt has also witnessed a great change in the transforms and user structure of every guest.

Shirts of the Times, the main users concentrated in the age of 30, and from the beginning of 2010, where the products for the first time to the Internet mainstream users close, such as canvas shoes and VT for the younger products represented. The age structure of the guest is now concentrated under 25 years of age. Old metaphor This is just like the staff age of every guest, getting younger. And in this process, inevitably because of the changes in product properties, the loss of a large number of users.

Take the Shirt Department for example, once in the first 3 years very scenery, until the canvas shoes and VT's brilliant, shirt team suddenly lost. The whole team sighed, and even felt that "we are only responsible for the company to contribute to the gross profit", until the concept of young, attitude to create a flannel. According to Yiu Ting, the head of the Flannel division, the global purchase of UNIQLO 2011 Flannel was 10 million pieces from the supplier's department. Huge market and accurate positioning enough to support van to do this, 2011 flannel sold out rate reached 98%, a total of 600,000 pieces sold. This allows them to begin to pay more attention to the relationship between the user age structure and the effect of the product and the reaction.

Aging is also often discussed with the interior, 5 of years where the ability to improve the guest where? It is generally accepted that if a piece of money is raised by the heap, it is not called improvement. Clear improvements such as technical systems and operating systems, and 5 years ago there is a great difference, nearly 1 years of focus on the product also gradually return, but the supply chain system is not done well, and even have no methodology, marketing can not rely on large-scale promotion, but should establish and 20 million users of the association.

"I think that every guest has a thing that has not been used well, that is, every guest is in fact an unprecedented and user interaction between the most powerful brand." "Old feel that the company most need to make up a lesson in the place, is precisely how to build up as soon as possible a rough data model, built a deep interaction with the user's active relationship." He said that domestic consumers in this regard is generally missing, a lot of relevant recommendations are not the essence, no user characteristics in the inside.

In fact, every customer changes the product at the time, the user structure will change, and the user structure will in turn affect the product, organizational structure adjustment, operating system efficiency can be changed in one year, but the real interaction with the user to establish a product will take a long time. Although the short-term look may not suddenly play a very big role, the long-term is bound to be the core competitiveness of the guests. "We are still using traditional business to look at the shortcomings of the electric business today, this is the real e-commerce can be separated from the basic power of traditional commerce." "he said.

Entrepreneurship itself is an adventure, the probability of failure is far higher than success. This old old thing, witnessed the ups and downs of the start-up company and beginner, sometimes enterprises need to look back, can not be unduly affected by the external environment, and find the original point when the most wanted things. In the 5 anniversary of the letter to all staff, aged special use of "defying rumors endure humiliation" a few words. He bluntly is a true portrayal of the heart.