Last interview, Bo always gave me one hours.

Editor's note: Last interview, Bo always gave me one hours. Not knowing whether it was guilt or anything, he later agreed to come to the Krypton Newsroom's weekly private sharing (supposedly shy and rarely involved in similar activities in other companies). One hours, leaving a lot of dry goods. The core three words can be finished. 1 his American and Australian residence, the United States and Canada music is the actual sustenance of his brand dream; 2 brand three elements: extreme, dissemination, iteration; 3 You can read the article down first!

All good brands are to achieve the ultimate, not to the extreme you can not spread. So like the first Gucci, LV, in the product experience of intensive cultivation, and finally became a brand. Technology, IBM is good at computing, Microsoft has done a very good job, but also quickly become a brand.

In fact, communication is not a problem, things to achieve the ultimate is difficult, the ultimate thing will soon be able to spread. It is precisely because of this that we are up today a group of 85 entrepreneurs, such as Ma Jiajia, Huang Tai chi, elephants. Product began to the extreme, soon became the topic, but also began to get everyone's approval. It's a good way to do things.

However, such opportunities are still rare. Because no one has done it at the beginning, so it is still OK. When a lot of people start doing it, they can't do it. You're like the first draw in the handle. The first time to smoke an iphone, we are very excited, and then turned into a car, and then is to smoke the house, and finally every day to think what to smoke. So to a large extent, the first wave of these products in the transmission effect mainly from a good location. You look like an elephant, Ma Jiajia to find a people embarrassed to talk about the field, and that field is 10, 20 years no new things. There is too much room for innovation, coupled with its own topic, it is easy to spread to let everyone know. But the spread does not mean success. We have to use things for a long time to do, or really long to do the ultimate thing.

But no matter what you say, this group of entrepreneurs is worth encouraging. What else do you ask them to do? Like everyone in the sitting, are 85, after the year, there are many years of the future, they still have a lot of time to complete. Therefore, I particularly admire this generation of small brothers and sisters. You just do what you want to do, and other things are easy to give to others to do. The logic of the product you make is also freer and purer.

Just talked about the Acme and spread, now talk about iterating over this thing. Many people are saying how the product should be iterative, a traditional product and how to do iteration. In fact, 30 years ago, a German company did it. I'm sorry I forgot my name. Their shop will always put the products on this side of the wall over time to the wall to sell, and then transferred to the other side of the wall to sell. He's always in tune. The so-called iteration is to test, that is, to constantly explore new ways to improve his turnover. and use the computer to do the iteration is also in constant tune, such as the button is put what position, size, to improve the click rate.

In fact, for a traditional product, it is not difficult to do iterations. For example, make two kinds of pancake fruit to see which sells well.

When I left the handle, I wanted to use the Internet method to do the traditional field. Why did not do high-tech this piece? Because I saw three BBC documentaries. It's about the brand you just talked about. One is about LV, Gucci these big brands. Now, two hundred or three hundred years. The second one will be food, Coca-Cola, Pepsi, you see, more than 100 years. And then look at the technology brand, it was Nokia. It was filmed with Nokia, and I didn't have Nokia when I saw it. (Audience: hehe!) Your brain is a bit of a problem with science and engineering. Always do some measurable things, and constantly approaching the low cost, close to the end of everyone can not live. Technology is a measurable thing, and it's constantly iterating. You may have this wave, the next wave will not. So Google is a fantastic company and it's a good life. But you see its earliest products are slowly escalating, and new products are constantly moving to the consumer sector. In addition, my first business is to do embedded VCD browser, watching VCD from 4000 pieces to 25 pieces of a Taiwan, three years have no time. Electronic products update too fast, I do not want to do, to do the traditional industry.

Do handle, deeply appreciate the pain of food and beverage. This thing is difficult to control, customers diarrhea, the waiter in a bad mood, I do not have any strokes. At that time, there was a staff under the handle is the department of clothing, so and he began to do the present beauty plus music. In fact, the most difficult is women's clothing. Three years ago, the girl's request is a colleague bought a, dress up really good-looking, I also get one, so the so-called explosion. But just two years have changed completely. At first, I didn't buy it when my colleagues wore it. Later, someone in the building wore it, I don't buy it. After that, someone on the street is wearing it. The big question is, OK, I'll give you something special. No, not yet. So many people want to make more money, at the same time the cost is low. But low costs and small scale are inherently contradictory. As a result, the entire clothing industry last year 75% are lost money, 20% is capital preservation business, only 5% of people earn money.

In fact this thing Zara is finding a good solution. It does one thing--copying big cards, and copying them fast, which eliminates the cost and time of design. So Zara did not explode, sell the good, also can not be printed, because the same clothes sold more than no one bought. And the United States has done is one thing-to use the program to copy. The machine must have been copied faster than the others. So we copied, and then with some supply chain details management, clothes came out, put into the shop to sell, found business is OK. Now our design has 40% of the machine components, and it's estimated that it will be over 50% soon. This is a piece of.

Besides shop Chen, store display, clothes in the shop how to hang. We had no experience at first, we used the most primitive method-to see how the Foreever 21 store, we put it. Then we learn smart, in the store put a lot of cameras, try different placement methods, look at customers stroll, and then find the best. That day I also passed a shop, see the Display Division in command of the shop staff, how strenuous ah. In fact, his final effect is estimated to be the difference with our machine. I don't think the machine is really bad in this respect. We're still looking for something to identify, and we don't need to stare. By identifying, the wrong pendulum automatically alarm. So what you see in the tradition is that you can actually iterate it quickly through technology. So my dependence on the designer, the display teacher will also be much lighter, the pattern is easy to copy.

One more thing, I'm busy and busy doing a project called US-Australian residence. The name sounds like to do the United States, Australia's real estate investment, but the actual, our next step is to do the domestic real estate market. Why choose this market? People think that selling clothes is a piece of money earned, while the traditional brand price of the highest commodity should be the house. Maybe a clothing store for a lifetime of clothing to buy only a house.

This is a little episode. I think that now Beijing has become a basic entrepreneurial center, especially here (the 36 Krypton is located in Zhongguancun) is the center of the Centre (stage: haha ha!). But from the whole history, personally feel that the technical level of Silicon Valley is still higher than we are quite a lot. Google's search is still better than Baidu, and its auto car these with us than at least 3, 5 years gap. However, China's entrepreneurial circle has its own unique advantages, is the use of Internet means to transform traditional enterprises. In this respect, the American traditional industry development for many years, basic stereotypes, like shopping mall was stuck, 10 years before planning a family. So Google doesn't want to do anything. So what they do more is the pure Internet. But China is not the same, a city under construction, the second even like Vanke, Wanda, such as a class of real estate companies in China's market share accounted for only 2.3%, did not form a huge industry monopoly. So its evolution is actually happening at the same time as the evolution of the Internet. This creates a lot of entrepreneurial opportunities.

Back to the point I just made. Technology products are difficult to sustain, and traditional brands last a long time. It's good to get a traditional brand while the technology is changing. Small 10 years, more than 20 years. Looking back on history, in fact, LV, Gucci these big names with the development of industrialization gradually spread around the world. The American brand is also spread across the world by American culture. So that's what we want to do. While the Internet to improve production efficiency, we from the traditional industry to form new competitiveness, thus owning a brand enterprise.

Basically busy now is these things, thank you!