Endure sings the vortex, every guest team hold live the test

Aged, was born in 1969, in the 90 's participated in the founder of the Great Book Club, and as the club member of the magazine "Good Book" the first editor. 2000 joined the Network of excellence began his entrepreneurial journey. 2005 He left excellence, two times to set up a game prop trading platform "I have a net", but not successful. October 2007, aged three degrees of entrepreneurship, the establishment of brand corporate customers every customer prudential products.

In the winter of 2011, the brand of business customers, all customer prudential products into the "singing decline" vortex, and even once rumored that every guest will become Jingdong Mall foreign acquisitions of "plate Chinese food." So what's the truth?

Since the second half of 2011, all kinds of adverse rumors about every guest in the market, from the layoffs to the listing of resistance, and then to the senior management turmoil, but never received any official confirmation. January 2012, where the founder of customer-Prudential products, chairman and CEO aged received a financial reporter nearly three hours of the interview, summed up a review of the business of all the four years of success and twists and turns behind the story.

Q: The outside world thinks that every guest chooses the spokesperson's vision is very good, but also has the object creation. What do you think?

Aging: We all feel that their four spokesmen have something in common. First, it's fresh and healthy. Where the object of the birth, this may not be counted on the work of a person, where the success of the object, in fact, because it touched the user's own expression of nerves. The foundation of every object is the triumph of literature.

At first they were compared to the TV TVC script. Coincidentally, we just got the advertising signs, Han and Wang Lodan are up, I still remember Han was half low head, next to write T-shirt 29 yuan, the screen is actually bare, a blank. Then the far hill proposal, the work I did was to cut it short. I said to the advertising agency that you delete it and you can put it on the road signs.

As for the effect, is the user's fermentation, this is the users effect. It is impossible for you to say that we have deliberately made a plan to make it so red.

Choose Xiaoming, at that time we communicate with him, "No matter what you do, you are directly facing", which xiaoming need courage. To complete the advertisement of Huang, I think we have completed the interaction between the brand and the spokesperson. The first selection of Han, Wang Lodan is our choice, but then choose Xiaoming is actually netizens to help us make a choice, this tension is big enough, then how to have a greater tension, we thought of Li Yuchun.

If this is a novel, Han cold do this beginning is quite good, the middle of how to give a bar, we feel only Li Yuchun. But after Li Yuchun? It's very upsetting now ... Li Yuchun This series we have not finished, just cast "1984" This round of advertising.

Q: Everyone's expectations are also focused on the launch of your marketing program, so your pressure is also very large?

Aging: maybe ... Maybe we should go back to that: as long as we think this TVC is our satisfying work, that's enough.

I have a request for these ads in fact, the hope must be their most natural appearance, but also must be photographed their lonely side. Han's main push is that he drinks soup in the big row at night, Wang Lodan sits on the bus to read the message ... This is what I want. Because people are more lonely, more time is a person to stay. In 24 hours a day, the most time is to be alone. This is the only request I made with them.

Q: Do you spend much money on advertising?

Aged: Please spokesperson also a lot of money, but spend more. It must be a lot of courage when you take the street signs of the country's top 10 cities one at a time. One months is tens of millions of. It was scary, like when we had Li Yuchun and Steve Jobs in the top 10 cities of the country overnight.

Q: What kind of company is your guest in your mind?

Aged: In my mind, it is first a brand company, followed by a resource organization company, is again a service company, and finally a technology company, because we are all on the Internet, technology is one of our bottom.

I think the results of the past four years are actually the result of the organization's resources. I do not engage in production, I do not have a designer, I do not buy land, our warehouse are rented. After buying land, the temptation is really big: you want to do real estate after buying land, because you will be uncomfortable looking at the warehouse.

"I was three times times the year before last," said Itochu, the vice-president of Ito East Asia, at the annual meeting. "They didn't think of it either. This means that every guest has nearly Chiwan clothes that they produce. We didn't pay for it in the early years.

Every customer sincere goods from February 27, 2008 that day, began to enter the Internet launch on a large scale. This one down, in fact, the Internet portal to do the content of these companies are also very nervous, if the guests point to the fire 2012 years do not point to do. I'm telling you, "Let's go."

Q: How much do you put on internet advertising?

Aged: not less than 500 million, more than the road signs. Under the line to the main street signs advertising, it played a role in the promotion of a brand. Internet generated user conversion is very direct, the road signs this matter, later I also feel that the price is too high, we all see where we advertise, you see 2011 years everywhere is the internet advertising.

For advertisers, now where the customer orders to which home, it is important to him, not to see how much under the customer under how much the price, but he got my order, you can go to take someone else's order.

Q: Where customers sell T-shirts, sail shoes, are standard parts, margin is very low, what do you earn money?

Aging: We actually just have a star product is our VT, margin hit to the lowest, the other non-star products, gross margin is very high. Very simple, we from the factory directly to the warehouse to sell Ah, there is no intermediate link. But of course we also have logistics distribution. Therefore, the whole process only logistics and distribution is that you have to put in, you have to have output, this is a rigid requirement, and the promotion is can be pumped.

Q: So you want to achieve profitability, the way is to compress the promotional costs?

Aged: No. I think we are now in the promotion has entered a benign period, but never to the laurels stage. You want to be a long-term sustainable brand, such as Coca-Cola, Mercedes-Benz, Brand influence is big enough, but you do not see which magazine ads? Every customer 2008 years of advertising costs accounted for the overall income of 60%, but 2011 years of delivery accounted for 20%.

Every customer in 2011 did the largest logistics layout, this layout is no one enterprise can not compare, 28 libraries. Jing Dong also certainly did not have 28 storehouse, some biggest in 60,000 square meters, the smallest storehouse four thousand or five thousand square meters, total 400,000 square meters.

If you pull out the list of 28 libraries, you will find it very interesting, such as Dalian's library, Harbin's library, and Shanxi Yuncheng's library that is my hometown. I want to do some experiments there. There are some large libraries I have to use, but there are thirty thousand or forty thousand square meters of library for the experiment, I want to find out: Because our service is not good, or because there is no demand there.

These are the things that you can't talk about right and wrong at this point in time, because there's a lot of redundancy and trial and error. Our 2010-year cost structure is so great that you're all silly when you look at it, and the reason is that we didn't expect everyone to grow up so fast, we were doing things in the short run. 2010 compared to 2009 growth is 300%, all of our fronts are tired of fighting, is completely coping, so the cost structure is particularly good at that time.

We did some long-term deployments in 2011, especially with some large libraries, and we are aware of a problem: if we do not deploy now, we will have disastrous events in the next two years. Even with the work of 2009 and 2010, it is impossible to withstand such a crisis. I joked with them, I from 100 million to 300 million, the surface is 160% growth, from 300 million to 1.2 billion, is the increase of 300%, but the absolute value of the increase of 900 million, this year the absolute value of the increase is too big. On the surface you see the growth rate slowing down. Not bad! But the absolute value behind it is very large.

Q: Investment circle evaluation of Internet enterprises is the main criterion is to see the growth rate, where the customer is still in the stage, not listed, you are still waiting to let the capital market recognition, this does not constitute a pressure on your structure?

Aging: From an investment point of view, because every customer has so many investors, I have been with investors for such a long time dealings, there is no pressure. Everyone's expectations have changed from the initial move, and now we are increasingly looking at the long-term value of every customer 80% of the sales from two purchases, which in the industry is not. In particular, the last round of investors, they focus on long-term enthusiasm, completely unexpected. Investors did not give me the pressure of a short-term listing. They communicate with me content is to say: you must not worry.

Q: What's inside the customer's view of the outside world last winter has been a failure of you.

Aging: We feel is a test, which is actually a very good test for the team, it is like a sudden a very big pressure, but the team caught at once, nothing. The whole team is acting strong. Catch it.

In fact, it is not because we are asking these questions that we have come up with a reflection. From last July or August, the company said: "Our greatest danger may be that we are too hot in our own minds." Our summary at that time is: The high level is impatient, the grass-roots arrogant corrupt.

Q: Every small company developed to now has 10,000 of people's large companies, facing the need for institutionalization. Do you have a pass now: on the one hand, the system, on the other hand, to maintain the spirit of innovation. Do you have any good idea?

Aging: You are just talking about our reform. We used to have two product division, its income suddenly changed from tens of millions of to several billion, but it is still so large, it is increasing, but it inside the power of people, especially some basic staff of the power of expansion, a child overnight can be placed tens of millions of orders. We finally combed through these years and found that a lot of "85" in the past year has been a lot more than 30 million orders.

Realizing this problem, I have two division to five division, is to solve the problem you said. Five leaders were trained to put responsibility on them like a single company, and three production centres were set up. This is tantamount to splitting my past two departments into eight departments, or eight business companies.

I can tell you that five business departments are not here. One day, it could turn into 10 or 50 business departments.

Q: Your method is to tear them down?

Aging: Yes. Then dismantle small, must dismantle small, give them entrepreneurial mentality. The other is to set up a data center.

The data centre was set up six months ago. Like the Bureau of Statistics, look at the data every day, all the data, see the various links there is no anomaly, it has a set of standards.

In the past system, I only care about a few: the growth of new users, old users repeat the purchase, today, how much profit, how much. I care about the numbers. Supply chain information, although the system can be presented, but it scattered all over, many supply chain data is the department of the people looking at, it has not become a net of a company.

The data center, set up in July, is to turn the data into a transparent, "traffic map" that you have to look at all the points that are abnormal, and then they should be made public.

The role that the data center plays in the company is the supervision control. is to call the police. It cannot be involved in the work of the business unit. It can only say: You have an exception, ask the Business department to explain.

Q: Speaking of this team, we all know that you are deeply emotionally attached to the old men who have been brought out of excellence. How do you treat new people? How do you develop their sense of belonging?

Age: I think people talk about the problem sometimes not logic, I am still a logical person: with me to do the outstanding group of colleagues, they are very hard at excellence, but also equivalent to that I trained a cadre group. I bring them to do every guest, on the one hand is the tacit understanding of everyone, on the other hand, if every customer can become, but also to me do not do a good job, give me this group of a return. But it is impossible for a guest to organize so many resources without fresh blood. Old people do not have experience in clothing, the brand to create this aspect is also lack of experience, these aspects is to rely on fresh blood.

On the other hand, we can venture together for so many years, is also a proof ah. If everyone's culture is not good, is unhealthy, if I am very dig, then how can these people with me?

Q: Internet companies grow too fast, a few years to grow a million-man company, which in the traditional enterprise is unthinkable. The challenge for managers is great. What do you think?

Aging: This is the time to have self-management. So why am I July saying that our team is impatient, in fact, is a kind of self-management. I have a point of view. All difficulties are self limitation. For example, you scold me, I have to argue with you for half a day, this is a kind of self limitation.

Why I have been interviewed recently, I certainly have my reasons, and these reasons are not my emotions are you tease, I think it is necessary to do this thing. This company already has 10,000 people when I have to come out. Because they need to know the truth. If only 100 people, you are the curse of my days, I really ignore you.

Q: 2011 This year, do you think the harvest is big?

Aged: this year ... It's nothing. It's a lot of things.

Probably in 2009, everyone at that time is already "star Company" of the expectation, I remember there was a prize conference site, we are particularly excited. When I prepared my speech the day before, I wrote about entrepreneurship, and I thought, "Entrepreneurship is doing the right thing."

Later to 2010 years, I think we have to explain in the interior of the time, I wrote to say: Everyone in the long river of time, are ordinary passers-by. So it's also a requirement for self-worth.

Seven or eight months ago, at a very important meeting of ours, I spoke again, saying that we were less distracted and less inflated. These two sentences are actually referred to. We look forward to a particularly big surprise, but don't inflate it, and if that surprise doesn't come, don't get lost.

I am glad that I noticed the crisis of every guest before July. It's not something that's happening right now. These things have now been addressed.

Reporter Comments:

Over the past four years, every guest has maintained a "full speed forward" development strategy, as at the end of 2011, the total number of employees more than million people, the annual sales of 70 million products, to achieve sales of about 4.5 billion yuan, still maintain a high growth of 150% in 2010. At the same time, the company, which has yet to fully profit, has faced the challenge of large-scale management. Especially the team has a considerable proportion of the staff are very young "85".

How to let such a young team to maintain its entrepreneurial passion, but also to achieve scientific management and efficient operation, this is now in the face of the biggest problem.