Liu Yan Long Wen NOP undertaking

Absrtact: August 18 News, NOP founder Liu Yan has promised to redeem himself this 3.5 to the entrepreneurial process. Liu Yan, who has quit NOP specific operations, said that the reason for choosing to end the business stage is not to run, but not to achieve the expected, lack of achievement

August 18 News, NOP founder Liu Yan recently fulfilled the promise to back up the 3.5 of their own entrepreneurial process. has quit NOP specific operation of the Liu Yan said, the choice of phased end of the business is not to run, but did not achieve the expected, lack of sense of achievement.

Liu Yan in nearly 7000 words of micro-blog disclosed NOP nearly three years of business, mainly including;

1, NOP has been in a quarterly profit without a full year of micro-deficit status, in accordance with the natural growth of sales and fixed costs continue to be diluted, and a year or two can actually achieve profitability;

2, on-line three years in total made tens of millions of sales, inventory value of not more than hundreds of thousands of;

3, return and replacement and rejection rate has been maintained below 8%;

4, the market plus channel cost rate has never exceeded 10% in three years.

Liu Yan said NOP's growth in the first 18 months was still satisfactory and the 18-month growth did not meet expectations. 2013 year-on-year growth of 2012 years only around 30%, and the first half of this year has not been significantly improved. In his view, "A start-up company, in the first three years of composite growth rate of less than 100% is unqualified." ”

Why didn't NOP grow up to be "big tall"? Liu Yan analysis, including natural disasters, man-made disasters and physical three reasons.

Natural disasters refers to the industry market, whether online retailing or clothing brand industry, NOP into the period is the stage of the end of the industry dividend.

The man-made disaster refers to the capital investment. Liu Yan said that NOP's operating funds have been relying on the first investment, there is no "blood", so in the business strategy and the use of funds relatively conservative, on the one hand, the cost control is too strong, even in many enterprises to develop the necessary input on "malnutrition."

Constitution refers to congenital defects. NOP Congenital lack of supply chain basis, in this respect spent a lot of effort to make up lessons.

Looking back at the 3.5 entrepreneurial process, Liu Yan said he would play 59 points for his partner and 60 for his partners. He said, "the regrettable thing is not to do a boring not accepted things quickly over, but to do an interesting can be thanked by the customer is not a thing." ”

According to billion power network to understand, NOP's official mall, the cat flagship store, Jingdong flagship store has recently officially closed, the future will be Taobao C store as the main operating channel.

The following is the Liu Yan micro-blog Full text:

The heart has the Bodhi hand to have the knife, wants to Chengsheli but becomes the demon

3.5 ago, on the eve of entrepreneurship, I wrote a love letter to the former club to make an ambition. Today, on my 31 birthday, write the end of this stage of the start of the recovery, is the 3.5 before the Shen bar. To tell you the truth, today I see again those high-spirited words, watching the feeling is dry a bowl of chicken soup, it is a heroic, but in fact as an entrepreneur really need is more practical in the long. So sincerely hope that today this article will be able to be a practical help for everyone in the long, whether as entrepreneurs or not entrepreneurs, whether the people who have been on the road or longing for the road. I think that's the only meaning.

First of all, say NOP, I choose the stage to end the cause of entrepreneurship is particularly simple and natural, not to run, but not to achieve expectations, lack of sense of achievement. From the operating point of view, NOP this 3.5 to fully meet the lean entrepreneurial, do not calculate good but also not bad. Take some business data for example: 1. NOP has made tens of millions of sales in three years. By the end of last month, the cumulative value of inventory is only hundreds of thousands of (this level of clothing of the electric dealer, as long as not to do pre-sale, inventory is not less than 10%); 2. On-line men's return plus reject rate of the industry average of 10%-12% (Women in 15%-20 %) while NOP remained below 8%; 3. NOP Market plus channel cost rate, three years has never exceeded 10%, never do low ROI promotion (not do not want to invest, is really no money). The above data to do apparel colleagues understand what level, other data and examples here I do not lift, in short, from the business of lean entrepreneurship and cost control point of view, we think we can do. So what's the problem? Growth。

The growth of NOP in the first 18 months was still satisfactory, but the 18-month growth did not meet our expectations, with growth of only around 30% per cent in 2012 on 2013, and no significant improvement from the first half of the year. I personally think that a start-up company, first of all, do not consider business indicators only to see growth indicators, because the base is low, in the first three years of composite growth rate of less than 100% is unqualified. Why ask for this growth rate? Because this growth rate is a potential space. In the rapid metabolism of the new economy, the market will only be a start-up for up to 24 months of time, you seize the catch, did not grasp the back is not too much chance. Just like a person in adolescence development, whether because of congenital genes or malnutrition, the development of relatively slow stature is relatively short, basically to adulthood is not likely to suddenly grow into a tall man.

Why didn't NOP grow into a big tall guy? Bottlenecks in three reasons: natural disasters, man-made disasters and physical fitness.

First of all, the natural disaster is the industry market, whether it is online retail industry or clothing brand industry, NOP entered the period has been the end of the stage industry dividend, we are in front of the high growth in fact is also more benefit from catching up with the industry dividend tail, and from the year before the beginning of the industry situation suddenly turned, from all things to become a giant beast eating rot, At present, the whole electric business industry presents four phenomena: 1. The market growth has slowed down; 2. The number of participants in the Red Sea is still increasing; 3. The Matthew Effect of the category is becoming more and more obvious; 4. The cost is rapidly rising to unreasonable. These macro-phenomena specific to the microscopic results, that is, a large number of small and medium-sized electric operators into the abyss of misery, the general sales are weak or even backward, exit the door is not a few. We also encountered the same problem, relatively initially, the product better, more sophisticated operations, customer churn rate is not high, but growth is slowing down. From last year to this year, I asked many in tens of millions of small and medium-sized peers even before some of the big tens of millions of "Black horse players", found that the problem is the same, and is deteriorating, asked a lap down to find that we have already belong to the good.

Secondly, man-made disasters both capital investment, because our operating funds have been relying on the first investment, there is no "blood", so in the business strategy and the use of funds relatively conservative, on the one hand, the cost control is too strong, even in many enterprises to develop the necessary investment in "malnutrition", such as team input (our website before the background and invoicing system from beginning to end only two technical colleagues to develop and maintain, I would like to pay great tribute to the results of their work here. Marketing and brand building (unwilling or unable to try the low input-output ratio but the necessary upfront market input) and so on. On the other hand, the sales strategy of "planned economy", as a result of limited financial ability to resist risk, so we have a high customer price and gross margin requirements, in addition to the anniversary, double 11 and seasonal clearance, usually do not want to do to pull sales but damage the customer unit price and gross margin of the promotion, at the same time in the stock is also quite conservative, insist So although the overall cost rate is not high, slow-moving inventory, customer unit price and gross margin is also very healthy, but naturally lead to sales and growth is not so "beautiful."

Finally, the Constitution is both congenital defects, as a lack of supply chain based start-up companies, in the face of the original jungle animals ferocious supply chain environment, but also selected quasi original design and the pursuit of a certain quality positioning, let us in a long time to devote most of the energy and resources in the supply chain of "remedial" on the And because of the original design and quality requirements, from commodity planning to product development to the sample version to the factory with single to large goods production to quality inspection warehousing, whether from the efficiency or from the cost and "pure market economy-oriented" than the advantage. Of course, things have pros and cons, the advantage is to ensure the unique style of the product and basic quality assurance, formed a certain degree of differentiation and premium capacity.

In these 3.5, there are many people who do not know each other, peers who are not peers, and users and non-users actively give us suggestions and spit, most of us can only "unmoved." It is not that we are not humble to listen to opinions, but suggest and spit the actual solution is to know not aware/awareness of the problem, it is not responsible for how to achieve/have the ability to achieve the actual landing problem. The so-called operating rhythm is to know when to do, when to pay attention to, NOP in the case of less money than the same period of entrepreneurial peers live long, is because we do not blindly in the wind when the pursuit of "gets." In my opinion, we have achieved at least 70 points in our ability and realistic conditions to NOP. These 3.5 come, we have to do a good place, also have to do bad place, have to say a lot of words can speak out, but good and bad are also traceable but irreversible, they are therefore not fruit, and the standard of the result is no more than two: success and value. From the point of view of the result, NOP does not succeed, but it is not worthless. Whether it is brand reputation and word-of-mouth communication, customer accumulation and loyalty, business and financial indicators, NOP are better than many "flow-type" peers. Due to product direction and operating environment, NOP has been in a quarterly profit without a full year of micro-deficit status, in accordance with the natural growth of sales and fixed costs continue to thin, and a year or two can actually achieve profitability.

When I first half and some good friends to reveal the idea of the phased end of entrepreneurship, we all feel pity, and even have very recognized NOP value of the friend offered to invest and was I declined, because this matter can no longer bring me a sense of joy of achievement. And although we want to end the stage, but do not want to let NOP stopped short, after all, our efforts in these years in the inside, and it is not at its last to do. Then there was a good deal of potential acquirers and we contacted and quoted the price, but because of the additional conditions, asked me and my partner to join each other for a relatively long time, after considering we finally did not agree, because from my point of view I do not want to do the icing on the cake, Instead, I wanted to do something new, and my partner wanted to devote more time and energy to the family and personal charge, which was consistent with my thinking. At the time of last month, we had a core team of colleagues who wanted to keep NOP on a smaller scale with lower operating costs. Then of course we support, after all, to entrust our efforts to the trustworthy person to continue, this is not a good result, so eventually the dust settles, Also hope that NOP users continue to support.

Above, about NOP I finished. In fact, the case of this thing its nutritional value is the lowest, because each industry is different, each business is different, the environment and time point is also different, there is no reference and comparability. And I would like to share with you are different entrepreneurial common problems encountered, this is the value of dry goods, but also I get the most valuable experience in this venture, but also the true essence of this article. I summed up as seven entrepreneurial regulation, some of which we have done before, some of which we did not good enough:

1. The most important three things in entrepreneurship:

We can learn 30 or more things in our business, but the most important thing is three things, we can solve those 30 things by mastering these three things. And I learned the most important three things are: 1. To wind up the trend, with the potential of the people easily. And even if just sit steady a tuyere, time window also not more than three years. And three years later? Too big to fail. I have never seen a new economic enterprise with no mistakes or even fewer mistakes in the rise but their big vinyl lost their mistakes, most of them caused by loss but no fatal effect, frankly speaking, the same mistake, the leader is paying tuition while the follower is in the blood, on the other hand, Only the gusty trend is innovation, the entire industrial cycle behind is a heap of threshold games, more than who buy bricks and mortar cement, who brick base high, the rear into the cannon fodder Lei Feng's biggest positive role is to raise the industry threshold and cost; 2. Select the direction to choose for their own "tailored" industry, The plain thing is that you do this more than others and you can bully your competitors. such as apparel online retail industry, I chose the reason is all over the factory to find a supply chain, but I overlooked is that I can be found all other people can find, entry threshold low industry will eventually become the cost of spelling efficiency, if the product design style is not extreme and strong brand strength endorsement, It is easy to be easily dried by the factory shop or live bitter force hehe. Do not complain about what bad currency to expel good currency, good currency this thing only in the possession of the market is worthy of the real, are bad money to expel the MINGBI; 3. Do not grow or die, a quick cover hundred ugly. Growth is the most effective management, and the biggest enemy of management is the frustration of the manager, the defeat of frustration is the growth and work results. Long-term sustainable team high execution is not a requirement and assessment, but to let employees continue to work as fun, it is not by personal interest, but the work itself can be hard to be tired can be challenged but not too difficult to see the results.

2. The value of the start-up company:

In addition to a small number of large enterprises of social responsibility and the sense of mission, such as the values do have its reasonable place, small and medium-sized enterprises

The whole idea of that value is nothing but a narcissistic fart. And the funny thing is, it's often the more companies emphasize what's missing. From startups to small and medium-sized enterprises, we should only uphold and practise a value: punishing evil and raising good. Only 10% of the people in a team are highly disciplined and demanding, no matter under what circumstances is the supervision required to do their duty, they are the people who work for themselves, and there are 10% of people, the rules of work and assessment is simply a shackle to them, no matter how dragged they can not reach the basic requirements And the remaining 80% are ordinary people, but also the lookout and moving the wall grass, under the reasonable rules and assessment, can be completed in accordance with the requirements of the work. The right thing to do is to promote the praise of the 10% people in front of them, set them up as an example, let the 80% people move towards them, and resolutely ask the next 10% people to leave. Otherwise, you will find that 10% of the people in the back will be like the plague of the people in the middle of the 80%, so that they continue to decline, over time you can only put a lot of work to the top 10% of the head, which not only unfair to them, but also become "small horse cart." And you have no right to blame the 80% of people unconscious, because it is human nature, and you do not guide the human nature.

3. How to view and treat employees:

First of all, do not try to test human nature, such as in the name of entrepreneurship requires employees to spend a long time in the harsh office environment overdraft strength

/energy work, or because of cash flow problems in arrears to reduce staff wages, but also the United States said that the entrepreneurial spirit of their own team spirit. Employees to join the start-up company is to have a stage of hardship preparation, but no one is directed at the long-term suffering, you have to respect human nature, human nature will return you (I have really seen a lot of investment of the electric companies do not open air-conditioning in the summer); second, do not staff personal ability and desperately like you, this is not scientific, If they are as personal and as desperate as you are, why do you have to work for you (a big company's star employee comes out of business)? Then do not try to use the ideal and emotional care to kidnap employees, these are the relationship between the enterprise and employees lubricants, but not the enterprise to retain the competitiveness of employees, even if the temporary effectiveness is not long-term sustainable. Employees are indifferent to loyalty, only to be able to get the opportunity to learn; a chance to do something, a chance to make a profit, a good corporate allegiance; Finally, at least for the new economy company, the slogan of the most shout three years, three years later is not profitable can say that they are still in the loss of the company, but also said that they are a start-up company is to exploit employees At least I think so.

4. Founder Relationship of partnership:

Now entrepreneurship, more and less singles, partnership entrepreneurship more and more. If you're going to be the co-founder, before you know this: the first thing that can sustain the founders ' rapport is the willingness to succeed, the spirit of the contract and the grace of compromise, and the Litond to separate you from the idea and the ideal, and what binds you together is reason and understanding. And then dragon different, the vocational training that everyone gets, the way of thinking and personality, work habits and methods are different, you are in partnership because you are complementary and not other, when you can not stand your partner these differences, think of each other is the best person you will find, if he is enough "perfect" Why not start your own business or find a better person to partner with? The last team can only have one head. I think the most image of a partnership is Wolves and Baer, one responsible for biting and one responsible for thinking. I am particularly grateful to my partner, Mr. Zhang Changjun, for his initiative to assume that I do not want to do and must do the work, thanks to our two 3.5 to slowly cultivate tacit understanding, without him, NOP can not go to today. If we scored two people, because this venture is not a success, I give myself 59 points, give him 60 points.

5. How to deal with friends in the founding team relationship:

First of all I am very not suggesting that the founding team has previous friends, because friends are most likely to become team dominoes

First card, when it happens, I'm afraid you can't emotionally accept it. And even if it didn't happen, you have lost this friend when you are an ally; second, if the entrepreneurial success is good, as long as he is not too much you can at least pay to keep him, and if the venture into a dilemma or even a desperate situation, the other side will inevitably angry at you or even turn the other way, even if he did not Even if he is not angry with you frankly accept, I am afraid you will feel sorry for the others, and finally in the formation of the founding team is really short of people or friends have the expertise you need to pull each other, at least to do: to the market, to the market.

6. Away from the chicken soup, away from the feelings:

Heaven is often, not for Yao, not for the death of the Jie. Chicken soup tells you that the more painful and tired the more you have to bite the stick. And the reality is not the pain and fatigue to keep you down, but greater than the pain and fatigue of the achievement of joy to make you adhere to, the so-called perseverance is only the tolerance of pain fatigue; chicken soup tells you to take the ideal road, money is only the ideal to achieve success after the natural accessory. The reality is at least for the first time entrepreneurs, the purpose is to start the first bucket of gold, nothing more than to make a small change in life, or make a lot of money to change the fate of this thing. As for the realization of the ideal or change the world God horse, it is an accessory, not the cart before the horses to buy beads also casket; chicken soup tells you that waking you up every day is not an alarm clock but a dream. And the reality is that you wake up to see is not the pillow side of the hair is the mirror of the people's gray hairs are born; less to see "Chinese partner" such as chicken soup movies, throughout is always rancid the ideal feelings, and the real entrepreneurial is full of flavor of the thing. And even if you are not directed at the money, as if the broken glass into the mouth chew swallow their own heavy blood smell of the entrepreneurial process will also be the feelings of chicken soup diluted. In addition I also do not object to ideals, I also have ideals, but to achieve the ideal is not relying on faith and ability, but to have a stable financial security and related network resources, in order to support your faith, so that you have the confidence to go longer. So even if you do have big ideals, you must first hide them, the first bucket of gold to earn first, in order to support you put that ideal push higher. Without a strong and ferocious heart that has experienced the rebirth of a bath and fire, you cannot go to the end.

7. Entrepreneurship is a limited game:

For the vast majority of entrepreneurs, entrepreneurship is a limited game, limited game has a great ending, if the limited game as an unlimited game, will adhere to game over. Whether it is three years five years or ten years 20 years, whether it is their own sales or sale, always have a phased results and end point. Time to defeat all, when those lean entrepreneurship today? What was the foundation of those days? Of course you can cite the blue giant; General Electric: Coca-Cola and those luxury brands, such as hundred years, but first those companies can survive a century because they were born a century ago, rather than when they were born a century dream; second, you long a pair of Chine life a short look, there is that fortune? All the companies that have had the opportunity to ending the final game over are the result of ambition being defeated by desire.

The above seven regulation is really not very "positive energy", recognize that it is the three cognitive things of each person. I myself this 3.5 all the way down, more and more recognized Feng "value success or failure, dilute right and wrong" and Lei "heaven is both human desire" "Homeopathy". When I began to find myself filled with feelings of powerlessness anxiety, when I finally found myself with a bodhi hand knife, want to Chengsheli but become a demon, destined to go to the stage end. However, through the scenery along the way, I did not miss, let me have a more realistic understanding and understanding of entrepreneurship. In my opinion, entrepreneurship is a new understanding of their own, to recognize others, understand the pain, embrace loneliness, subvert the three concepts, breaking the heart of the thief process. The Thief in my heart is the Bodhi in my heart, with the Bodhi can not become a relic, when I put it down and put it to the broken, can start again, only to the end of the beginning.

When I was a soldier, I was fortunate to have met the Internet's first talented woman Liangning, last month she wrote an article on Entrepreneurship, "own God-you can only be yourself," the end of the article is said: "I always encourage friends to start a business." Entrepreneurial pain, entrepreneurship makes people jump. But, in the entrepreneurial vacuum, no one tells you what to do, what to stop, where to go. You can no longer make a promotion by pandering to someone's request. In this marathon, no matter the beginning, cosplay who, run to the end, you can only be yourself. A venture, a robbery. This, some people become big guy, some become a small boss, someone back to continue when white-collar. Never mind, have worn out the shackles, see the most authentic self. Have a small reunion with their own. Value. "This paragraph of text instantly hit my heart, is worthy of the internet first talented woman, she knows than me, summed up better than me."

Whether or not you want to start a business, each of us, in this great age, can be through the spiritual cultivation, understand some great principles, there are some small wisdom, independent thinking, into the times. After all, there is nothing in this world we deserve, and there is nothing we deserve, born in this era, the peak will always climb.

After I wrote this article to check the typos, the Wang suddenly in the micro-letter to tell me he thought nop things good, wallet and belt he spent more than two years, quite satisfied, thank you. Before the decision to do a phased end of the business until the completion of this text, I am very calm and easy, no mood swings. See him at this time deliberately come to say to me this sentence, suddenly almost no tears ran. Regret is not done a boring not accepted things quickly over, but did an interesting can be customer thanks to the things but nothing. This entrepreneurial road, I did not come to an end, not a good traveler. What I can do for it is to entrust it to continue in a small and beautiful manner.

Once entrepreneurial degree Fangnin.