The success or failure of a company is genetically determined

For corporate DNA, Wang Jianyue's phrase is quite in place, "(companies are optimized for a focused field) This optimization is reflected in the various parts of the enterprise, from what kind of people (with what method Recruit), to provide training, from the wage system, incentive system, To determine the success of the criteria, and even the founder of the character is what kind of factors such as these, so that a business in its areas of expertise can achieve a certain degree of success. Because there are so many determinants, we generally generalize about the DNA of an enterprise. ”

Most companies would say that they value customer experience and service, but are they incorporated into the company's DNA, such as Southwest's extreme emphasis on "cost savings"? Golden wrong knife to the aging interview, about VANCL company Gene details Summary is in place, summary share.

1, Transparent

Aged to create a clothing E-commerce website Vancl, the first to fix the customer is a venture capital. Aging made a small innovation-at the beginning of the company's operations, financial statements made very transparent, very much appetite for venture capital.

2, network advertising

February 26, 2008, VANCL vice President Zhong Hin received the task of increasing the network, made a small decision: 200,000 ads to the various web site Alliance, the former network of employees on this ropes. February 27 10 o'clock in the morning, Vancl ads began to appear on the website of the Alliance, beginning at noon, the network orders began to explode, Zhong Xin unceasingly through the mobile phone to the number of new orders. That night, aged got confirmed all sales records: February 27, 1982 single Day orders, network orders 1211 single, accounting for the total order of 62%, daily sales breakthrough 300,000 yuan. By the evening of March 11, VANCL has broken the mark of 3000 single daily sales. The most important thing is that this makes old understand the new gene of their own company: compared to magazines, newspapers, TV, internet advertising costs are the lowest, the effect of pulling sales is also the most direct, digital feedback is also the most timely. Figures also show that the February VANCL sales in 3 million Yuan, March has reached about 20 million yuan.

Gao Note: Vancl advertising, in fact, has become a lot of small and medium web site life-saving straw. Wang Jianyue also talked about the boom in E-commerce that led to the flourishing of online advertising, thus nourishing a variety of content services to small Web sites springing up like the birth. E-commerce as the source of the profit model of the Internet, can nurture a large number of small sites, and from the bottom up to promote the growth of the Internet tree.

3. User Experience

In the early days of the creation of VANCL, age was set in one detail: users ' complaints and suggestions were sent directly to all executives ' mailboxes.

March 2008, because the logistics can not with the front of the order to pick up the speed of goods, caused the user's censure. March 19, the internet began to release the old apology letter: March 13-16th, the VANCL site for several consecutive days on the delivery of delays to the user apology, while providing a compensation solution.

And this letter, also became VANCL another company gene: give full attention to the user's right to vote.

It was a risky business to write back to the user for the first time in March 2008, and to write back publicly. Earlier, many management said that there is no need, maybe that thing laid the tone, laid the tone, it has become a cultural inertia. For example, the customer complaint proposal inside write very clearly, said our product what problem, a pair of shoes wear three days degumming, this time I will not remind product manager how, he will be very anxious to contact with customers, ask the situation.

4. Outer packing Box

Another place to spend a lot of thought is hard to understand, it is vancl of the hard leather box, the early silver-gray crust, looks very high-end, after several updates, replaced by the present Kraft paper packaging. This box is even known as the largest brand advertising, many consumers will be touched by this kind of box.

Gao Note: This comparison is similar to Steve Jobs's emphasis on the box experience, referring to my previous blog post: Product design of the Open Box Experience (OOBE) to create

Q: What do you want to make consumers feel? High grade and standardized?

Old said, "I did not think high-grade, I hate plastic bag packaging, of course, clothing from warehousing must have plastic bags, otherwise in the rain wet words is a great loss, I said outside the plastic bag you want to do an environmentally friendly, non-woven packaging." I saw the Non-woven bag is very beautiful, that thing looks very expensive, in fact, not expensive, but warehousing more trouble. ”

Q: "This experience actually increases your own troubles and costs." ”

Old said, "but I must let the consumer open when feel comfortable, you are not installed in a plastic bag inside, to be installed in a non-woven bag inside." Our warehousing department has been fighting me, saying that the cost is 2% higher, I later told him this 2% you to me to the other departments, but they still keep fighting. Because I will use different names for products, if I take the product no Non-woven, I am sure to trace. ”

2008 6., July, VANCL box after several upgrades, reform, and finally stereotypes for Kraft paper style, with the old words "not publicity, and more robust, easy to carry." However, it is hard to imagine that the cost of aging on the outer package accounts for 5% of the overall cost, which is an astonishing figure.

5. Return and replacement policy

This year, aging and the company of a kind of old forces in the struggle, they are the core of the struggle between the return of goods policy. For a long time, including the Network of excellence, such as the website of the Business-to-consumer, are set up a heavy threshold, such as unpacking can not change, missed the return date can not change, even if it can be returned, but also to set some small obstacles. This is because the excessive return rate will affect a very hard indicator: gross margin.

Q: "How did you solve the problem?"

Aging said: "Very simple, I will exceed the gross profit margin as the market costs, brand fees, by the brand department to carry this part of the cost." ”

Aged in excellent time has moved a mind: if the impact of the user experience of the return policy all open, what will happen. The idea was finally realized in Vancl, and he opened the limits for consumers step by step: First, "The quality of goods, 30 days unconditional return of goods", in the past it has been set a number of obstacles, and then "face-to-face inspection", in the past, once opened by the so-called replacement policy mercilessly counterattack; Unconditional try on ", this a" small change "on the supply chain has a huge challenge, some consumers even spend more than half an hour to try, and show in the office, logistics system complain, so that aging finally can only take their own logistics, or increase the way to solve. But these measures have conquered the hearts of customers.

In fact, this year's struggle, in fact, in exchange for the VANCL ad on a single line of words: Face-to-face inspection, unconditional test wear, the quality of goods, 30 days unconditional return. It's not fancy, but every word triggers a monstrous wave of internal controversy.

6. Innovation and non-controversy culture