Old fool to sell shirts again

Absrtact: July 22, 2014, the annual Conference of Millet, the National Convention Center crowd bustling. Activities are about to start, where the CEO aged and assistant from the elevator mouth out, stood for a while. Many of the young rice noodles with invitations were quickly passing by, and the aged eyes had been falling upon their

July 22, 2014, Millet Annual Conference, the National Convention Center crowd bustling. Activities are about to start, where the CEO aged and assistant from the elevator mouth out, stood for a while. Many of the young "rice noodles" with invitations were quickly passing by, and the aged eyes were falling on them.

Every guest CEO aged

That day, Lei on stage wearing "every guest three sets" released Millet 4, aged invited to sit under the stage.

One months later, every guest "a white shirt" press conference, aged boarded the podium, his first words are: "Hello, long time no see." I am very nervous that every guest has not opened an external conference for more than a year. ”

Next, he repeatedly "admit mistakes", put himself very low.

To join the majority of the old, the old users, investors, and although the choice to leave but also nostalgic former employees. Everyone cares about the status of every guest and aged himself.

2007, where customers started with men's shirts, by virtue of brand marketing and cost-effective products, once created the Internet brand growth myth. Or a shirt, 7 years later, where the guests back on the road. But this time, the domestic electric business is less than a big boss, more than a humble entrepreneur.

"Every customer is a business start-up, where the starting point of the customer is a cost-effective brand." This year seriously look at brand distribution, found that the Chinese clothing brand rout, because we do not grasp the quality. The whole net sells the clothing all is the rubbish, some people is proud to sell the rubbish, to the sale and the stock is proud, the user does not need the rubbish. ”

"Look back at the product, marketing team, found that a lot of people are useless." But it's not the employee's fault, it's my fault. It was wrong to advertise and do a lot of marketing events. ”

"Every guest has done a mass of slimming action, the process is very painful." From the peak period of more than 13,000 people, become 500, 600 people, SKU from 190,000 to the current all new product planning, including 200, 300. ”

Aged "Re" selling shirts

The day of the Conference, a person standing on the platform is very excited, speech content, from cotton to the hot-free process, to the Japanese designers, and even the history of shirts. One hours down--but it doesn't matter how much the audience listens to--it's just one sentence: I know my shirts.

Where the customer prudential products in 2007, aged to the garment industry is still unclear.

He has been a journalist, and then pen business, doing excellent network executive Vice president and Lei work together, founder I have a network, published a book called "Return" autobiographical novel.

Then, the "layman" broke into the clothing brand electric market, in the popular, where customers no longer satisfied with only selling shirts, began to expand the category of goods-they even sell mop.

Executives, including old age, once felt that everyone was buying what they did and how they did it. A former employee recalls.

"Old is a Fool"

Until last August, aged 40 yards of Van Gogh shoes all under a single buy, a try to cross. "Pinch foot, press foot, beat foot, smelly foot, big bottom thin, big bottom slippery, big bottom hard ... The shoes of that place, if can speak, must say: Old you are a big fool. He wrote in a long microblog.

Thus, more than a year of time, aging into a personal "silent period" very little voice, only through micro-blog to maintain exchanges. Now his microblog is like a "billboard", only talking about factories and products around, or interacting with users, talking about novels and talking about movies that are completely gone.

August 28, Aging ended the "silent period." Want to "make a little bit of good bye everyone," the fan team, with "a white shirt" comeback. The conference venue is located in the 798 Art District D-park, millet customary venues.

Many people have reflected that, once in, will feel strayed into the millet. Conference site layout, flow, PPT, etc. in the "cottage" millet.

"The board, represented by Lei, has driven the change of the last year. "Aged in public to express gratitude, last August 29, Lei to see the product, said," So many categories, it is clear that not focus, not out of control to blame. Lei suggested, "Can we do a shirt first?" ”

"Millet transformation", where the guest with a conference specification to recommend a single product, a free ironing shirt.

The reason for a product is to hold a formal conference, aging is to declare: every guest back. "Some people ask, age is not hiding?" He joked in his speech that he should come out of the factory and see more people.