I hope that in the future, you will buy a shirt or a very light down jacket in the seasons.

2011, where the most lively guests, the company has more than 13,000 people, the light of the President-level leadership of thirty or forty, where the passengers were deterred step into a crisis. Now, with less than 300 people left, the core team of shirts is only 7, but the business is running smoothly. I wonder how many people used to do it?

Now in retrospect, the more bustling the company, the more people are burning money to goof off. Where customers have to achieve the annual sales target of 10 billion, backward push needs to expand how many categories, how many SKU (inventory unit), how many people need to undertake such business volume. According to the principle of a person in charge of seven persons, the company will have dozens of VP and two hundred or three hundred directors.

At that time, I am also intoxicated in this lively, all the energy in how to manage the 10,000 people, but do not know what the company really should be managed by value.

At the peak of the guests, I began to faint feeling wrong, but do not know where the wrong. The first real point to wake me, let me thoroughly reflect on the mode of every guest, is my good brother lei years. Lei and I were born in 1969, and he was 8 months younger than me. Over the past 17 years, we have been working together and communicating a lot. Because of the relationship between peers, we have a lot of synchronization in life and mind.

Lei and I met for the first time in 1998, he and I are 29 years old, I just started the book Review Weekly, he just did Jinshan software general manager. Two years later, Lei invited me to set up a network of excellence, the Network of excellence to sell to Amazon, after Lei to me, I have nets and every guest investment and advice.

2007 is very important to me and lei. This year lei left Jinshan, I began to prepare every guest to start. Lei to Jinshan feelings very deep, left the fight for many years of the cause, bring him pain self-evident, many reasons outside of the commentary is not true. This pain allows Lei to be reborn, to start again, but since then it was so beautiful that no one else thought of it.

From 2007 to 2010, Lei Brewing the process of millet, in the cause and soul to bring him a huge upgrade. Lei therefore think through a lot of things, such as how to achieve a product brand, but also adhere to the focus, the ultimate, word-of-mouth ideas. In the time of Lei primordial, I was lost in the fierce growth and impetuous expansion of every guest. At that time lei carrying a bag full of dozens of mobile phones, excited to talk to me about these phone differences, I do not agree. And when every guest crashes, I have in-depth discussions with him about the future of every guest, as well as his own personal experience of the painful process, I realized how profound his changes.

In June 2013, I had a drink with lei in every guest, and it was very unpleasant to talk about. Lei outspoken, said that the blind expansion of this is the last era of practice, the future of the enterprise will be like millet, to user demand-oriented, with products to shape the brand. His words are very exciting to me, I think from the user's growth to estimate the growth of the business, so the idea of arranging SKUs is also set up. I thought, you do millet developed, do not have to come to huddled me.

This conversation broke up, I really convinced Lei is two months later. August 29, 2013, in order to anger, I find him to visit the visitors. I emptied the half floor and hung out all the samples. When I walked with lei in hundreds of racks, I felt embarrassed because it was the first time I had seen so many real products. I was frustrated to find that there was no one to take the shot. Lei says he doesn't feel like he's standing in a brand store, but a department store.

This thing let me completely identify, after, Lei and I had seven or eight times, each time seven or eight hours of long talk. Lei said: "Lack of focus, not the extreme is not the reason why the guests have encountered problems." "He gave me every guest out of the" go to gross margin, to organize the structure, to KPI, "the three transformation direction. Lei asked me, can you focus on doing only one of the most basic products? I think, the most basic shirt, can also reflect the technical content, and the shirt is the most basic white shirt.

At first I didn't think it was easy to do a white shirt, and every guest has made 14 million shirts. But once you start to focus and take a serious look, the problem comes.

I also participated in the product discussion in 2007. After the second half of 2009, everyone said, "You don't know how to dress, don't mention it." I really do not understand, so I recruit a lot of traditional clothing industry people to check, I let go no matter.

When I want to seriously do a white shirt, I ask these professionals, what kind of fabrics, what version, how to make, no one can say the doorway. The designer said, white shirt has what good to do, why not design more color pattern? Now, they have basically left the visitors.

I haven't been in Beijing in three-fourths of my time for the past year. In order to do a white shirt, I began to arrange business trips, to see the suppliers, to find the factory. And when I saw the supplier, I realized how many mistakes I made in the past, they told me that they had visited me in Beijing, but I was too "dragged" to see the PPT. They can only deal with people at the grassroots level, in order to get orders, but also entertain them to bathe and sing.

These things have the creeps on me. It is conceivable that the former guests have been crowded with many people in the fun. How to get these people off the ground as soon as possible? I have a ruthless recruit, no longer maintain the false prosperity of the guests, the headquarters from the West two ring of the Yong-your center of high-end office space moved to the distant South five ring also Zhuang, who can not adapt to leave at any time.

Most people quickly feel the drop and psychological impact of moving. Before moving, every guest has more than 5,000 people, after moving, I thought that reduced to more than 1000 people is good, did not expect to finally reduce to more than 300 people. When the guests on the focus and the extreme line, I found that the need for the people can be so little. This process like peeling onions, the more peel more uncomfortable, the more skin more cruel, the more peel only to find out how much we do in the fun and the people.

There were more than 200 people in the shirt department, and now there are only 7 people in charge of the shirts, whose main job is design, edition, Fabric, and documentary, and the product manager of the shirt is actually me. We first determined the quality of Xinjiang cotton as fabric, next, we fell into the pain of the white shirt design problems, no matter how to do, even if it is copied, do not duplicate the temperament of a big suit.

Before and after the 2014 Spring Festival, the team of people despair, I once wanted to give up. It was suggested that I visit the Japanese shirt master Gis in South Vietnam, which happened to be our lowest emotion before seeing him. I didn't have much hope for the trip because I had been so disappointed before. Because of my depression, everyone on the plane won't talk. At the hotel in Hanoi, I asked the team to go to the south to make a Gis, I think I'll pass. At that time I was ready to fly back to Beijing.

The team with such a gloomy mood to the south set, along the way also experienced a broken anchor, lost and so on. Then the lost mood suddenly dawned on me the next day. Gis is a real master. He has been in Japan for more than more than 30 years, and the company has been in service for 120 years. He told us a lot about the details of the design. For example, add a half lining under the collar to keep the collar crisp, 6 folds on the cuff to fit the arm, and how to design the different inserts of the shirts to conform to the European and American shirts or slim or loose style.

Japanese Master in the process of making excellence so that we are extremely admired and admiration. For example, we have studied why clothes bubble in the water will produce floating hair, everyone is helpless. Japanese teacher Let us first study the clothes in the dyeing machine speed, if the speed is too fast, it will produce hairiness, speed too slow, gloss is not enough. Master with us a file callback until the best results are determined.

These seemingly simple problems, in the end are Chinese manufacturing fundamental impetuous. Before we questioned the product, partners to come up with a variety of quality inspection reports, said that manufacturing in line with national standards, European standard, Japanese standard, but in line with the standards and user experience is two different things. These things made me realize that all the clothes I ever produced were rubbish.

When I first started to be a guest, I boasted that the future success of international brands in China is only luxury goods, the consumer goods market will be occupied by Chinese brands, Uniqlo will certainly be a crushing defeat in China. 7 years later, Uniqlo and Gap have marched in China. This is the biggest punishment for China.

In this year of white shirts, I wanted to give up many times, and almost everyone around me had wavered. But as a leader, I'm finished with giving up first. Luckily, running helped me stick with it. I now run more than 10 kilometers a day, running the release of dopamine for my emotional help greatly, once you start running, you will find that either continue to run or die, or sit there sighing, or stick to become healthy and incomparable.

And lei in the spirit of my decisive support, in my future in a fog, he was in front of shareholders to force me, in the crisis, once again invest in the visitors. One night he said on the phone, "I dreamed that you could do well." Two men are more than 40 years old, and fall in love at midnight. Every guest's people also say, our feelings they can not find the right words to describe.

Lei said, good products to have a firm belief. Good products will grow slowly in the word of mouth, and then one day in the future usher in an outbreak. Lei once asked me, do you think their boss will use the Nokia phone? At the peak of every guest, I wore Prada and Zegna. Now, Lei and I have spent the whole summer wearing van's T-shirts and jeans.

There are no further financing plans for the time being, and someone asked me when I would create a hot spot like "where the object" is. I said, marketing brand I am very good at, but I do not want to deliberately create what events, then the process of the accumulation of Word-of-mouth customers.

I hope that in the future, when you want to buy a shirt or a super light down jacket, you can think of every guest, this is enough. Uniqlo is such a step towards success. I do not want to go to the fun, I have been together, and have seen a lot of the company in the fun, and finally they have vanished.