Aging: The most essential thing about a brand is the product

"The internet is primarily a media, open shop on the Internet, the essence is the media marketing." ”

14 years ago, aging from the media to become the director of the Network of Excellence in the library has read the electricity quotient.

4 years ago, the old and his customers with a "where the object" marketing let the total sales of the year over 2 billion.

1 years ago, the age of choice for a once into the wandering of the guests again set sail, cut off the majority of marketing activities, focus on products.

Just, aged in 36 krypton WISE1.0 Internet entrepreneur Conference to share their thinking in the transformation process, how to use "Product talk".

The following is the full text of the aged speech:

Actually, I came with a question, because in the past year, especially the last six months, just recently we August 28 every guest after a press conference, I met a lot of users, and some media people, everyone told me that they go to listen to some about the business, Or in the school to go to some kind of class, we all put every guest as a startup failure very big case.

In fact, I come with this question, I particularly want to ask you, have you ever participated in such a meeting like this? If you have participated, I really want to ask you, we are very impressed by the teachers or the analysts who teach, summed up the biggest problem of the customer what is it?

I was talking to a lot of people today at the organization meeting, because it's hard for me to be a start-up to share what kind of experience, because I started a lot of business, since 15 ago to do a network of excellence, has done three companies, so I think the things can be said in fact very much, can speak of the past a lot of points are also very much, I want to think of words, thousand words, or products to speak.

In fact, when we stand at this point in time this year, and the August 28 point of time, and then think about a year ago we asked a shirt what to do when it was really naïve, because any product, whether it was a shirt or a pair of jeans, was the suit I was wearing today, Or we are proofing this young cloth shirt, want to do it all need to match the resources of all aspects, as well as their own to the greatest determination to do well.

Before I came to the meeting today, I was talking to a bunch of Japanese, a bunch of nantong people, a bunch of fellow guests who were discussing how to do a black T-shirt. You're going to say what a black T-shirt has to talk about, every customer has sold hundreds of millions of T-shirts in history, why should we discuss how to do a black T-shirt today, because this shirt really makes me cry. So when I look at a T-shirt, I think every detail of it is learning.

I'm going to go back to one of my shirts, every guest's shirt. August 28, we can adjust after a year, stand up to meet to tell everyone the return of the guests, in fact, all aspects of luck, because the shirt first it really is to do without a fold, All the details of the shirt from the large area of the fabric itself and all the seams do not have a fold, want to do that level is required to be very good with long cotton, and now the best ironing process.

Of course, if you have a good shape, especially if you want to do good design details, because I was talking to 36 of Krypton friends, I found that young people now occupy the mainstream of the consumer market. Even the shirts to a slim version, for the details have a lot of requirements, our version of the details, we have to help a very good team of Japanese cooperation to complete, we can not complete. This topic can be said a little bit more, those version details and design details, I dare to tell you here today, in all China can not find a partner to solve it, we really need to find world-class partners to solve the version and design details.

Why can't it be solved in China? The reason is particularly simple, although China's brand industry has many years, but the Chinese brand industry is a big copy, including the past visitors. If the people in this room have ever bought the products of every guest, and are very dissatisfied with the quality of every guest, I apologize to you here, and would like to tell you that in the past, every guest is also a big copy. We do not focus on the ultimate product.

So on the August 3 of this year, I remember talking to Lei, and we had one night's exchange after a year of adjustment.

On the night of August 3, when we were drinking together, I told him what was the deepest sentiment of my year.

The deepest sentiment is the awe of the product.

You may not understand today, is any simple product, must be YANZHIYOUWU, must be justified, absolutely do not miss any one detail. For example, a shirt has fabrics, accessories, crafts, have version, design details, you want to put a shirt or even a button, a line.

To make this clear, anyone here, from this moment, you want to figure this thing out, if you don't have a year's time I bet you, you do not understand, really do not understand. Everyone may say that a T-shirt has something, if we take this T-shirt here today, we really start to investigate the T-shirt, you find that we do not know where to say. You wear the collar of the T-shirt, this radian how to open, why? How long this sleeve should be, is learning.

Perhaps I said the topic is particularly heavy, but if the people here are interested in making a brand, I hope you think today is not marketing, promotion, convince investors, but ask yourself, there is no confidence, determination, patience to do a product well, if not, you give up, why?

I think that China's mainstream consumer groups, has gradually been 85, after the dominant position. We these forums, whenever, even 85 ago, the days of childhood is still not very comfortable, or more bitter, so after growing up to become a consumer mainstream group, the quality of the requirements is not very high, which is why the past more than 10 years, 30 years, Chinese brands can muddle through the reasons, Because the mainstream consumer groups on the quality is not very demanding.

But with the 85 and after the mainstream consumer groups, we have to the product quality requirements. We want to muddle through to do not stand up products, to do a large copy of the product, then the Chinese brand will never be the same.

Recall that in 2011 Lei led Millet cross-examine A mobile phone, we also said a mobile phone has nothing to talk about, there are Samsung, Apple, the Chinese do not have a mobile phone. So that's it, and that's what I said to Rei at the time of August 3, which I thought was a fear of the product this year, and with two awe, the awe of the user and your partner, only the three of us will be able to truly grow into a brand with a future and long enough life.