The beginning of the old customer return to the product tour

Absrtact: Aged (micro bo) (data map) where the CEO of aging again, this time the initiative with a reflection of the ultimate single product shirt debut, start every customer return to the Product tour. The old man dressed in black t jeans and canvas shoes became the only presenter in the entire venue.

Aging (Micro Blog) (data map)

Where the CEO of aging again, this time the initiative with a reflection of the "extreme single goods" shirt debut, start every customer return to the Product tour. The old man wearing black t jeans and canvas shoes became the only speaker in the entire venue.

This is the first time that the guests have been through last year's move and the supplier's collection of debt, and said in his speech that every guest in the 2011 "poisoned", walked a long detour, now every guest spent a year, made a shirt.

"Why not give every day the shirts are just needed users, why we have to say low." "Old loudly say, every guest wants to see, this 129 of every guest's free ironing shirt, wear in the user, is not directly to the thousand yuan above the shirt low.

The old statement to some extent a bit lei (micro-bo) The shadow of the speech. Lei in the Millet conference is the most common saying is, millet 1999 yuan of mobile phone to those 3000-4000 yuan to go. Since last year, every guest has been in the "millet" of the.

The return of the old posture put very low, aging said, the return of every customer redesign logo, the most intuitive change is to remove the sincerity of goods, the reason is to the sincerity of the product into every customer in the future to sell each of the products, rather than reflected in the logo.

Every guest also spends heavily to buy fanke.com domain name. In the return of the product of the Conference, although the Division also friends of the LEI did not attend, every guest still invited a lot of old past Kibaki, and many have been very concerned about the fate of the media.

"I know that everyone here, especially some friends and relatives, are particularly interested in asking a question, but out of good intentions, or in a polite way." That is how the guests survived the turmoil of last August. ”

In the past, rumors of the old car was smashed, the office was blocked and jumped off, all kinds of sayings are, now aged only to do products. "What I want to say today is that I stand here today and let bygones be bygones," he said. ”

Every customer this change is not small, the size of the company from the original 13000 people have become only more than 300 people "small" company, advertising significantly reduced, product SKU from 190,000 to 300, in old words, "the process is very painful." ”

Of course, the change of the guests will not necessarily not bring pain, especially, where the "300" high-quality shirts, although more than the similar 1000 yuan above the market price is too low, its online users can accept more than 100 yuan shirts need time to verify.

However, after so many years of ups and downs, the once-touted Van Gogh is now a dawned, has begun to face the past problems. Old said, we particularly love to use a word to describe the 2011 years of every guest, called the peak period, the peak of the waste products to do that call the peak period? "So don't say what I've missed, I'm going to go down and miss anything." ”

Now every guest's low-key sincere, easy to let people think of Luo Hua, "I am not to win or lose, I am serious." "So that a person who has been paying attention to every guest for many years says," the humble forbearance of the aged, to buy every guest shirt, to see if it is more than Burberry "to force."

Every guest also temporarily welcome breathing machine. In this press conference, where the guest investors appear to be very old, the rich partner sheep east to Tencent Technology said, race Rich also need to quit, but the rich to every customer has the patience of long-term hold, where guests have enough time to let investors wait.

The following is an interview with the CEO aged record:

Question: Today I see your presentation style, you take a shirt, but we all feel like you took a mobile phone, the style of speech is particularly like jobs, lei their speeches. Do you sell shirts in the style of selling mobile phones now?

Aging: Not to sell mobile phone style, but really understand a product, truly a product understanding of the point of view to start a speech. I forgot to say four words "make sense" when I speak today. We will only make "reasonable" products.

A shirt we came up to do this with our partners and teams, and we have been in this style for more than half a year. It was when we got to this shirt that I stared for almost a year and I really understood the shirt.

Question: A mobile phone with a brand many people use, we will not feel embarrassed, but a shirt, if a lot of people wear the same, we think may not like, because everyone likes a little bit, personality.

Aged: If you open this box and get this shirt, you will find it is a very stylish and very beautiful shirt. Fashion to I can not wear, because it is too thin body, it has to sit very upright. Many it men look at this shirt and say it's too wet.

Back to the product.

Question: This year's conference is not the same as before, for example, this year there is a guest investor in the interview room, and where the guests choose the location is 798 such a more artistic atmosphere of the place.

Aging: First of all, the past visitors to the press conference, or in the past where the guests talk about the size, growth, mode. We have done so many years every guest brand, never on a product launch. In the past the so-called press conference is a bunch of beauties, a bunch of handsome men, especially I will not say a product. Since the beginning of last 8 September, this is the embodiment of my return to the product after the end of 07.

About 07, 08 that two years, I also pay more attention to products, personally stare at the product, 09 began not to stare at the product. Today, we seriously talk about the product launch, you said 798 is also a fashion trend of the place, so we did not choose the National Conference Center to open a national launch, we chose here, this is to 798 of the fundamental. Our shareholders, what's wrong with sheep dong here?

Question: If every customer really want to do a good product, why not the price is higher, but set at more than 100 yuan price?

Aging: We must face a problem, where the guests in the past for a while, especially from 09 to 2011, 2010 to 2012, everyone's biggest criticism is the quality of every guest. Every guest quality is basically the quality of domestic brands.

Why this shirt is low priced because we are trying to use a very cost-effective products, shirts, to give our users an account. We are willing to get this shirt later, to get it, especially after many times, you can feel the sincerity of every customer to do the product. Where the customer is basically 85 after, after the, if 599, 299 I feel too high.

Every guest "slimming": from 13,000 to 300 persons

Question: Good quality means more cost. A garment with little profit or no profit must be hit by the scale effect. But now every customer and every guest is not the same, not the era of mass shipments, how to solve this problem?

Aging: I think it is their own "fitness, weight loss." If we take a closer look at every guest today, we will find that every customer has gone from a company of 13000 people to a company with more than 300 people. Plus warehousing and customer service is 5, 600 people.

Every guest soon becomes a big company. When I go back to the product line to see the product team, see marketing team, etc., I think a lot of people are useless, many people simply do not have goals, the fun. This I am very sad, because it is not artificial fault, it is our fault, we are anxious to rush on the scale, this is definitely my fault.

So you mentioned the question of profitability, and the first thing you must do is lose weight.

Questioner: People have fallen so violently that the cost of people's scale is certainly low.

Aged: Very low. We used to talk about traffic, we advertise everywhere, we spend so much money on advertising. We focus on so many marketing events, and we think it's wrong to rethink.

So these two points for the health of the guests must be done. Of course, this process is very painful. You have to reduce so many people, less advertising, we would have several offices, now concentrated in the village, this process is certainly very difficult process. Last year a lot of people came to scold me because we moved to the village. But we've been here a year, okay.

And I found that a good product can not stay in the village, in fact, we are to the whole of China's barren country ridge. We're going to a city and a two-hour ride to a partner. Because many factories are in the more remote areas.

There are only 300 guest SKU

Question: Now every customer product SKU how many?

Aging: All of our new products plus color, to size, all may be 2, 300, formerly 190,000. In fact, every customer is really a fast speed to absorb all the problems of Chinese clothing brand industry. You want to have so many SKUs at the door at that time, is the pursuit of fast.

We are talking about "focus can be fast", we are quick to do, but focus, extreme impossible, 190,000 SKU where to focus?

To survive, you need to be good at quality.

Question: A recent electrical business entrepreneur Liu Yan (Weibo) quit the business, he said the clothing business is difficult, how do you see?

Aging: China's clothing brand in full rout because we have no grasp of quality. Every customer wants to survive and develop, must do good quality, in China now the whole brand market, like Fank today this shirt is not, this is our new starting point.

We talked over and over again and found that there was only one thing that was right. How much does it cost? But the starting point is right. Because if not, every guest in the future and all the Chinese clothing brands today, just dead. I have so many colleagues, we talk about this thing, we do not want to use the Chinese brand products, this is also very distressed things.

If the millet mobile phone did not do well, the same problem will exist. I will never forget 2009 years, 2010 Lei every time I see we have bags, each bag is loaded with 20, 30 mobile phones. The millet handset from the product angle can say this is the research sincerity.

All-Net clothing is a garbage day cat no exception

Question: Whenever the customer has just been founded, China needs to be free brand for the product of the electrical goods brand, where the timing is very good. Now every guest this position whether still exist, whether China still need to have brand electric dealer?

Aged: I dare say today, the whole network of clothing (including the cat) are rubbish, and some people are proud to sell rubbish. Users do not need garbage, if we do a good thing, and this thing has enough cost-effective, why users do not need it.

I am now aiming at a good product. And how many people in China are accompanied by white shirts and how bad the white shirts are in those industries. Its market is very large. Particularly surprised we have been asking, from various channels to inquire about this shirt Chinese brand has no one to do? Nobody does. Because people think a shirt cost more than 50, 60 yuan too much.

Because the rate of increase is put there, the average shirts are now sold at 7, 800, 20, 30 times times the fare increase rate. So the cost of this shirt is there, telling you it's over 100 bucks. Is the Thunder Army we two sit down repeatedly said, cannot consider the gross margin, he thought gross margin is a false question, he said for a long time before I convinced me.

Chinese manufacturing is piled on the doorstep of every guest.

Question: In the past, every guest is to scale and quantity of operation, inventory has been eaten, this new shirt, how to avoid the previous detour? How do you differentiate, in terms of inventory?

Aging: We used to do hundreds of colors in one category, this thing certainly can't do. Next we are going to discuss with our partners to make the production cycle back according to the inventory. We hope to be able to count on the week (7 days).

This period of time I visited suppliers and partners, in the past the biggest problem is that some of the category to do so many colors, a color cloth open hundreds of meters, this in deceptive. Hundreds of meters of cloth open up cost is huge, dye hundreds of meters cloth, this is wrong, this is to both sides have hurt things. So the biggest problem in the past inventory is that every guest does too much.

Every customer just started, all of a sudden up to 100,000 shirts are not a problem, then do too much, this is the root cause of runaway. I said at the time, basically Chinese manufacturing is piled on the door of the van, it's horrible.

It is precisely that three years, 2009, 2010, 2011 I left the product, I talk about the model every day, talk about growth, and then where the founder team said, what can be the way? Want to save every guest, do a good job we have to run to the front, a detail of a detail stare.

I wrote a speech written more than 20,000 words, so there are many stories, more than 10 years have not written more than 10,000 words of things, writing is a history of blood and tears. A lot of stories are not spoken today, especially in the process of many stories particularly funny.

For example, we know this button, but why use this button? I don't know. Many of our products used to be in traditional systems for decades. Later we found that the product of such a serious question, in the Chinese clothing Svanker is the first.

One of my colleagues, in the past in another brand has come to every guest, we go to partners there, partners say, how this child has changed over the years, how to stay in our factory every day? In the past, regardless of the customer or another brand, are coming for an hour, the product out, take a look at, say good, on the order. The scariest thing I heard was a boss who told me, "Where is the customer business?" Good did not dare to do, because an e-mail came on a single, people can not see.

2011 is not the peak but the bubble period

Question: The recent chat with several executives of the electric business, they all feel very sorry to the visitors, they feel that the guests miss the best time. Now the product positioning is not too in line with the electrical business, pull is not a bit too much, will there be worry?

Aged: Every guest has been so touted for a long time. When the product was stacked like that, it was a bubble, it is not called scenery, but at that time we did not face up to this problem in mind, because in 2011 every customer SBU, the user about the quality of the complaint has been very much, we particularly love to use a word called Fank Peak period, the peak of the waste products that called the peak period? So don't say what I miss, I'll miss it all.