Chen Au: Self-marketing is purely unplanned.

Absrtact: There are marketing courses at Stanford, but he is more interested in financing and business management. Because never think oneself will go to play marketing, want to do marketing find others. Chen Au said that his marketing was purely unplanned and had no money to push. In Chen

There are marketing courses at Stanford, but he is more interested in financing and business management. "Because I never thought that I would go to play marketing, to do marketing find others." "Chen Au said that his marketing is purely unplanned and has no money to push out."

In the aquarium of the Chen Au office, a small shark was raised. Chen Au did not decorate any weed and sand for it, so he swam alone in the narrow space. China's Internet market environment is like this fish tank, born in 1983, Chen Au, led a gang of children, with 13 million of dollars to break through the shackles of financing, with four years to make a new NYSE listed companies: Poly-Mei Excellent products. NYSE Chen AU is known as "the youngest CEO of the NYSE listed company" in its listing announcement.

May 21, on the 5th day after the NYSE Bell, Waitan illustrated the Chen Au in the office, the first media interview since he returned from the United States.

After many companies go public, executives have to hang out. After the listing of Poly-Mei excellent products, senior executives all take the economy class back to work, including Chen Au. Chen Au said that he is very much to save money for investors, staying in hotels can not be higher than 300 yuan, once a long time he only take 5000 yuan salary, now is 20,000.

"Just opened a performance meeting today, before the listing you do not need to meet the quarterly standards, after the listing will need." "Chen Au said he was under a lot of pressure," the listing is a new challenge to the company's formalization, and it means that the company's visibility is more transparent than it needs to be. ”

Still in New York, investor Xiaoping also attended the bell-ringing ceremony, the second time he has been on the new Oriental market. In a telephone interview with "Waitan Pictorial", Xiaoping evaluated Chen Au as "a scarce animal in the entrepreneur".

Chen Au speed, in the interview, in the white sofa twist to twist, sit tired simply stood up and said. A billion of of billions of dollars of entrepreneurs rarely show such an unguarded stance in the media.

Because of the young, High-profile, Chen Au was labeled a lot of labels, "Yesterday was beaten badly, and some people said I was rich second-generation." He couldn't help but hit back on Weibo.

In the electric business, there has always been a "do not burn money, not electricity business" argument. Poly-Mei Excellent products only 13 million U.S. dollars to finance four years to do the listing, the market value of nearly 4 billion U.S. dollars, accounting for the entire Chinese company of the United States and cosmetics market 22.1% of the share, 8 consecutive quarterly profit, this is really not easy.

Decision Making and transformation

Chen Au's first venture began in 2006. At the time, he was a senior at the Nanyang Technological University in Singapore, at the age of 22, to invent a game company Gg-game with a maximum of more than 10 million users.

The company developed well, Chen Au but want to go to school, complete their own and father's dream. When he was admitted to Stanford University Business School, he was 24 years old.

Originally, Chen Au wanted to remote control company, and later he was invited to the professional manager play out the bureau. When he was reading, the company even changed his name. Chen Au simply sold his shares, so he had tens of millions of dollars in his account.

With such an entrepreneurial experience, most people can be comfortable for a few years, Chen Au but not. 2009, just the third day from the Stanford MBA graduation, Chen Au back to China, began two times to start a business, "to do big things, or to return." ”

This time, Chen Au to see the game ads, copying is the United States model, the company named Reemake. Chen Au wants to introduce angel investors instead of using their own money. "Angel investors pen money will look more glamorous, with their own money to start a business, others will think you may not find a job." "Xiaoping was the only investor in Chen Au, who only talked to him for more than 10 minutes and decided to invest 180,000 dollars.

Game advertising company was born, because China and the United States market environment differences, rapid encounter acclimatized, a few months later, the company carrying only 300,000 yuan.

At that time, Chen Au, Daiusen and Hui three people, all day in Beijing Haidian Huang Zhuang (Weibo) subway mouth that Xiaoping lent their house to ponder the way out. Chen Au quickly realized that "the environment we have a few children uncertain, must be transformed, homeopathy." But Xiaoping advised him to wait.

Chen-ou did not listen to Xiaoping, he later said: "I am willing to deny themselves, the game is my favorite thing, but I do not like to be able to do success." To insist on is not necessarily what you like, but the pursuit of success. Even Xiaoping laments Chen Au's ability to make decisions that he can find out quickly in adversity.

Chen Au and Lei (micro Bo) Such a senior entrepreneur is different, lei like to put the bureau cloth to start again, Chen Au belong to the kind of accumulation in the groping type.

In the advertisement for Reemake, Chen Au contact with cosmetics company, cosmetics group Buy is they think the money is relatively near one thing, the cash flow to do, first the company to feed.

Chen Au spent two days to build the site, Daiusen registered more than 100 trumpet to the forum for publicity. The results really have orders come in, Chen Au their own money to the Clinique counter to buy goods, a bottle will compensate dozens of pieces.

At that time, the staff shortage, 3 founders and 1 administrative, both in the management of the site and packaging shipments, but the new recruit does not come in. There is an intern to go, Chen Au said to give him 5 of the shares, but the interns feel that the company will soon hang, resolutely left.

But in the eyes of Chen Au, there are users come in, there are orders, then the business model is right, it is necessary to continue to go.

Just when the transformation, Chen Au think a few big men sell cosmetics also a bit embarrassed, give Xiaoping call report, said they do not enough "decent (appropriate)". "Later on, if we are embarrassed, others are embarrassed, so there is more opportunity." Later found that the cosmetics are all men to buy. ”

In the United States Zulily, the only product will be such a flash-buy mode, poly-Mei also timely adjust their own direction. Limited-time special selling to stimulate the user impulse consumption, Chen Au also timely exerting force mobile clients, allowing users to take advantage of fragmentation times to increase the purchase frequency. With these moves, the active users of the United States grew 10 times times in 3 years.

Because of the characteristics of the flash-purchase model, the lack of money in the United States recognized that can not burn money in the inventory, so greatly compressed the operating costs.

Initially, it was difficult to negotiate with big-name companies. Chen Au Alternative, find two or three line brand talk about exclusive agent. He took the United States Silk Orchid contrast, the latter is also talking about the next two or three lines to seize the user, and then attack the big names, and thus found a suitable for the United States of the road. Today, Chen Au got a lot of domestic and foreign brands of exclusive agency rights, the line to get the goods to find the United States, the problem of true and false disputes will be solved, poly-Mei brand hatching ability is also gradually revealed.

Speak for yourself

Chen Au spent a lot of effort on understanding users. Understand their habits, know what they care about, what they need, and spend a lot of effort to improve customer satisfaction. Poly Beauty products Vice President Daiusen said: "We are the first to do 30 days unpacking unconditional return." For example, you buy a box of facial mask, 10 pieces you use 8 pieces, feel bad, take two back to us, we refund the entire paragraph. Although operating costs will increase, but in the long run, the gain of Word-of-mouth transmission is far greater than the cost of investment. ”

Chen Au also digs people from traditional cosmetics companies to fill their own teams, such as engineers who have had twenty or thirty years of experience in the net. "There is always someone better than me in a separate field, so the company can be." ”

After that, Chen Au says, the United States is thinking about how to spread itself. Ju Mei lack of money, CEO self marketing is a way to save money, but the board has had a heated debate. At the meeting, we decided that Chen-ou should keep a low profile and give the impression of practical work. Xiaoping, who was present that day, was persuaded.

Coming home, Xiaoping thought it wrong. He has been in the new Oriental management of foreign propaganda, poly-United States and the controversy with the new Oriental is very similar. New Oriental began to fire, and everyone stared. "Time" visit Yu Yu (micro-blog), the company said to low-key, "China Youth Daily" visit, internal also said to low-key.

That night, Xiaoping to Chen Au phone, encourage Chen Au on TV. He also cited the example of Charles Zhang, as the first generation of Chinese internet entrepreneurs, Charles Zhang by playing a personal brand, at a very low cost of success led to Sohu (58.79,-0.66,-1.11%) visibility.

To Xiaoping's surprise, Chen Au has an innate entertainment marketing capability. I encouraged him to be on TV, but he didn't teach him how to get on TV. ”

There are marketing courses at Stanford, but he is more interested in financing and business management. "Because I never thought that I would go to play marketing, to do marketing find others." "Chen Au said that his marketing is purely unplanned and has no money to push out."

In Tianjin satellite TV recruitment column "Not You" record the first issue, Chen Au spent 4000 yuan to recruit a driver, is called "Not You" the most interesting "driver brother" ever. This let at that time in the century Jiayuan, the same as "not You Mo" Boss group Liu Huipu impressed, he was Chen Au dug to gather beauty, responsible for sales and human resources.

Chen Au as a member of the boss Group, participate in recording Tianjin satellite TV recruitment column "Not You Mo"

"Others to participate in the television program is to play the mentality to go, but Chen Au absolutely not, Chen Au is a real marketing concept to go, he knew this is a treasure, to do everything possible to show the good quality of poly beautiful." "Liu Huipu said.

The reality of television has led to the rise in the flow of the United States, sales from the daily average of 500,000 to 1.5 million. Since then, Chen-Wei, Hunan satellite TV Super Girl as a guest judge, on the "Up every Day", "The Big Coffee Show", what the program on fire.

Although Chen Au is famous, it is not enough for us. Chen Au for the first time that the urgency of advertising marketing is the investment in Sequoia Capital came in, the investment difficult to talk about 7 months, coupled with rival Lok Bee Network and other electric operators of great pressure, do not play ads do not sound easily submerged, he decided to gamble an advertisement.

Chen Au gave the board a 30 million-dollar gross budget and smashed it, and the board was fine. He was worried, worried that advertising would not work, and then cut his budget to 10 million yuan, or at least not let the company go bust.

With so little budget, innovation is difficult. In the 2010, Han and Dan led the "every object" popular, became Chen Au learning object, he also ran to all the visitors. He concludes that "where the object" wins resonates, resonance leads to communication rather than a purely promotional advertisement. Chen Au also want to write some of their own entrepreneurial voice, he grabbed a few hot spots at that time: "After, dwelling, struggle, naked marriage."

In order to save money, Chen Au decided to write their own advertising copy. He was not allowed to fail, so it took two months to Polish and record the advertising word. One day in the shed to change, Chen Au See film unexpectedly have a kind of impulse to cry. He has found a feeling, can impress his own, can also impress others.

Colleagues are quickly gathered beauty tortured crazy, Liu Huipu is also, but Chen ou always feel a little worse, can better point. Advertising word good, the only drawback is that the music was not ideal, changed a few editions are that way. Liu Huipu close to despair, "it is so, I was at my wits '." "Two o ' Liu Huipu in the middle of the night the phone rang again, Chen Au let him think again."

Liu Huipu Evaluation Chen Au is an extremely wonderful person, he has a very strong dual sides. "The Chen Au in life gives a 18-year-old status, jokes with people around you, and takes care of everyone very well." But at work he becomes a 58-year-old state. ”

Perfectionism is a kind of disease, Chen Au is a severe patient. Advertising is not easy to make good, put the channel has become a big problem, after all, so little money, to pay attention to precision. Chen Au personally study every guest, see Baidu (168.22, 0.59, 0.35%) index, check bus stop and subway advertising effect.

Poly-Beauty products are the first large-scale advertising on television internet companies. Liu Huipu said, now many companies in the pursuit of the United States, the United States where to vote they also follow.

"For their own endorsement" caused a lot of netizens resonance, online appeared a variety of Chen, Chen Au fame also reached the peak. Relying on this advertisement, the monthly revenue from the United States rose from 40 million yuan to 80 million yuan, surpassing the competitors. Poly-Mei Warehouse burst, and lasted four months.

Xiaoping evaluation Chen Au "for their endorsement," The explosion of red, think Chen Au very sharp, know accurate transmission, "he and Old Yu very much like, face tens of thousands of people speech, he can quickly hit the point." Chen Au also has this ability, even impromptu speech, can quickly grasp the essence of the product, where the expression is very clear. ”

From the brink of collapse to listing

The flip side of this coin is a variety of slurs and attacks against Chen Au. Chinese values have always been the pursuit of moderation, resentment high-profile, publicity will naturally be beaten full head bag.

The biggest impact is the fake crisis. Someone alias Gu Sumau 17, to gather the United States excellent products before the identity of the people in the Tianya, said, poly beauty Excellent cosmetics 90% is fake. Although this person was quickly confirmed by the police as a forged message, and bear criminal responsibility, but the post of rapid fermentation, network sales cosmetics nature is not trusted characteristics, so that the United States users have a great deal of suspicion, industrial and commercial complaints particularly much.

Cosmetics manufacturers because line offline channel under the ambiguous relationship, no one stood up for Chen Au speak. During that time, Chen-ou was under a lot of pressure and was going back and forth between the company and the warehouse. At that time to prepare for the B-round financing, investors come to talk, Chen Au have no time, have to send out the goods first.

Poly United States in a helpless state, the competition between the electric business, other people's repression let Chen Au anger. On the board, he showed that the young man could not hold his breath, and he had to rant on his microblog. Xiaoping hurriedly hold him: "This kind of words you don't mention, catch the rumor of the people police will naturally deal with." ”

Later Gu Sumau 17 because of the rumor was arrested, admit that they are not the United States before the staff, is due to the failure of malicious retaliation.

Chen Au Frankly, he especially care about others to his opinion, others scold him sell fake, he felt humiliation extremely.

Later Chen Au figured it out. "What about being beaten, crying?" God gives you something to be sure to take away something, you can't be scolded now, how is it possible? At least the people who support me are much more than the black ones. ”

A bad word spreads far beyond good words, and distrust of the United States does not eliminate it. In 2013, the three anniversary of the United States, all the problems broke out almost at the same time, a promotion has turned into a disaster.

The day is called "301" by the beauty, the whole day promotion. Hundreds of times times the weekday visitors to the page for a long period of paralysis and caused users great dissatisfaction, logistics seriously lag in order, triggering a burst of warehouse. Add fake rumors, online abuse is overwhelming, this is the biggest one Waterloo encountered by the United States.

And the collapse of the deep reason is the site's technical system architecture, code quality problems, and overestimated its own logistics and warehousing capabilities, leading to the United States in 2013 second, the first 32 quarters into recession, team morale low.

Chen Au pain, think that this is to put people in the wrong position caused by the problem. Poly Three founders of the United States to their respective roles, the company ahead of time, not everyone can keep pace with the company's development.

"301" After the United States Reconstruction Team, Chen Au please come to the original Amazon responsible for logistics Zhou, planning warehousing logistics, and finally set up the public relations. An internet company has been in public relations for three years, which is very rare.

According to Liu Huipu, at present the United States only 9 senior executives, the director of the above only 14. That is to say, 3000 people of the United States excellent products, only 23 middle-level team. "Poly-Mei ' a strong support of the weak," the department has basically no internal friction, because all executives are performance-oriented, high-level racket table quarrel also to set down, the middle-tier emphasis on implementation efficiency hastened to do. So poly-Mei does everything quickly. He explains the efficiency of poly-beauty.

From last year's "301" encounter rout, by May this year the listing, gathers the United States only to use 14 months.

Make history

Chen Au was born in Sichuan Deyang, the parents were first teachers, and later converted to civil servants. Learning to be first, to be outstanding, is his parents ' expectations of him, not the first to be beaten. When he was set up as a game company, he was told by his father that his father had gone to Singapore to persuade Chen Au, and the two men threatened to terminate the relationship.

And because of his father's repeated demands, Chen Au finally decided to go to Stanford University for further study. "I am actually a person who likes to make history, like 24 years old to Stanford, for example, the company that has created 4 billion dollars in 4 years is history." Creating a sense of history is a very fulfilling experience, and the sense and confidence of fulfillment can be far more than wealth. ”

Chen Au was born in Sichuan Deyang, the parents were first teachers, and later converted to civil servants. Learning to be first, to Excel, is his parents ' expectations of him. When he was set up as a game company, he was told by his father that he had gone to Singapore to persuade Chen Au

Chen Au said the biggest gain at Stanford was to broaden horizons, to learn a computer before, to a certain extent, to find himself in addition to writing programs nothing, but Stanford taught him marketing, business management, finance, accounting, capital markets. "From the beginning of the three people to the present thousands of people, are not backward, this is because the previous frame of mind, let me have a mastery and understanding of the ability." ”

Looking back, Chen Au that his choice of Stanford was clearly right, "maybe I can only bring the business to 300 million, 500 million dollars." But today, I can get the United States to do 3 billion or 4 billion of dollars, to bring the company to 10 billion, 20 billion dollars I see hope. ”

But going to Stanford also paid the price: the first start-up company was taken away. This experience left Chen Au a vigilant, if a company does not have a healthy shareholding structure, just by virtue of the simple trust of people, it is difficult to ensure that no problems in the future.

Poly-US listing, Chen Au's shareholding is 35.8, the net worth of 1.38 billion U.S. dollars, voting rights 75.8, co-founder Daiusen shareholding of 5.6, voting rights 11.8.

Poly in the United States before the IPO very little financing, 13 million of dollars is not big enough to 1 days of burning, but more money will let Chen Au lost, will make him too much pressure, "I want to prove that in the field of electricity, not to melt how much money can be done." Can I bring the company on the market for 10 million dollars and make money? This is a challenge, otherwise it is price war, burning money, financing. In fact, I am constantly proving that my road is different, is a kind of inventive. ”

The IPO financing of 400 million U.S. dollars, Chen Au will be used to integrate the supply chain, with more brands to establish direct agency and distribution relationship, so that the United States free from misunderstanding and questioning. This is Chen Au now the most concerned about the work, he said: "Cosmetics electric business is not a natural trust in the field, Poly-Mei to get 100% trust is very difficult." When Taobao first arose, consumers were questioning online shopping and even worried that their money would be deducted by each other. After the listing of the United States will become more transparent, all the financial, business behavior of the public, to win the trust of consumers and industry, to win the trust of the media will have a very big help. And as a listed company, Poly-Mei will have greater strength to integrate the supply chain. We are now the most important job is to talk with a lot of international brands to China's exclusive agency rights, Poly-Mei will be a lot of brands in China's general agent, I believe that the true and false problems can be solved, trust problems can be solved.

Chen Au is currently pushing a set of anti-counterfeiting code system, by becoming the brand of China agent, for the product affixed security code, with this anti-counterfeiting code system to solve the industry problem. "With the security code, consumers can go to the official website certification." Our industry is very painful and seriously suspected, so we have to reform from the industry side, not just to prove the innocence. I think this is the most important to the industry brought by the listing of the United States. ”