There was this idea when there was a company in the market called PPG

So 2007 years when this colleague proposed, perhaps you look at PPG this model, is not possible, you also do this thing. I see PPG, still very strange to me, because the sale of shirts, this matter away from my past in the network of excellence selling books and selling audio and video, selling dishes and so on, in fact, still relatively distant, so at first I was a little bit afraid, also do not know this matter, we really start from where to do. But from the perspective of entrepreneurship, PPG was in the investment industry, the whole capital market is very popular, also very concerned about, plus he has a network of retail, and my past experience is actually related. So I said from the entrepreneurial point of view, looking for a breakthrough point, in fact, ppg for me, should be for me or my team, should be a suitable entry point, because there is a network of excellence experience, in fact, is extremely related. So for investors is actually persuasive, when that time point, I and good friends of communication is still more, and later because he did a very successful, cool six do not how to see me. Then I finally sold the cool six to see my side, because this class. In fact, at that point in time in June 2007, it was a very painful process for me to turn off my net and do Vancl again.

We were in fact to every guest two words is not confident, unlike today we can on every guest two words, around the van two word to say a lot of many topics. At that time, our main is vancl such a, is to say that there is a little southern European amorous feelings, this is to show that Chinese brands generally come up, are very very not confident. I remember at the time when the first time the advertisement also said that the European amorous feelings, the collection of what famous European and American designers, in fact, we did not have designers, but we need to make up such a story.

In the July of 2007, when we got the first money, we wanted to be ppg. So our point at that time was to completely spread around PPG. In fact, when it came to our name, we had a shareholder who said that if we wanted to be more like PPG, it could be called PPT, and I later found out that there was a company called PPT and did the same thing. Some time ago I also found that a company called Ppz, also do the same thing, and probably at that point in time to do. So in retrospect, the name to the wrong, and quite a disaster, if we really called the PPT, I am afraid later will be everyone spit, we were very firm to call the VANCL, but also wrote the name of the Chinese, where the customer prudential products.

At that time, when it comes to investment, everyone says that you, the person who does the website, seems to be very well done, but who makes the clothes? In fact, I did not have the resources and persuasive to find a background to do the clothing category of talent, so at that time I also tight find a friend, he works in Suzhou, said that you Suzhou over there processing plant more, can I find a clothing factory, he very fast speed to find a person, said that this person has 20 years of experience in clothing.

Of course he was very good, but afterwards we talked about, in fact, he is the factory to see the warehouse, is from his beginning, we find the red bean in Wuxi, we made the first batch of shirts. We made 100,000 pieces of the first shirts, and these 100,000 are mainly cotton small square collar. I remember taking a colleague to Wuxi, the first time to the red bean, went to their seventh plant and their director of the discussion, we want to use the best button, we want to use the best line, then I know there are shell buckle, plastic buckle, these differences in fact, the naked eye can not see out. And then the line I know has a line that is the best line in the world. In fact, the director also told me that if you only want to sell about 100 dollars, you do not need to use shell buckle, there is no need to use good lines. But at the time I thought we should use this, because I had a very vain ideal, I want to know what I used to wear the shirt in the end is how much money to do it.

And then, of course, he took me to the production line, then I saw Armani on the production line and saw countless luxuries we used to buy, and then, like every guest's shirt, piled at the end of that line, I felt sad all of a sudden, when we bought clothes, The tension we get into the luxury shop, feel like I'm sorry beautiful waiter, by those who light, we want to lower the head like a thief, quickly picked a shirt, even try also dare not try, leaving the time that mood, in the factory that moment I think I surpassed, because the original is not important.

For example, when you are in Chanel to buy a watch for your lover, or where to buy a scarf for you, the tension, in fact, after a turn in the factory, these things went to ashes. I really saw a pile of shirts, looking at piles of pants, looking at a pile of polo, and I was feeling very deep. But at the same time also gave me a confidence, that is, if we seriously this way to treat the shirt, we should be confident to do a brand out, at least to do a shirt brand out, and in 100 dollars or so we can get a very very good quality.

I remember today, at the end of my first visit to Wuxi, is and that manufacturer drank a night of wine, the director thinks we these people are too unreliable, never made clothes, even the buttons do not understand, Wired also see not understand, why dare to take cash to the next 100,000 pieces of clothing. Of course I drank the director that night. When he finally came out, holding a tree there to pee, I think this is also the cost of entrepreneurship, I do not know why that night, why I was so heroic, the person drank into that. Finally he said to go to Shanghai to play, of course, I think it is impossible, because he also rode a motorcycle to take me to Shanghai to play, that this is terrible, this is the beginning of the story of the start of the business.

July 30 in 2007, my team members only sat in Jinshan office for the first time, we did not have an office, sitting in a meeting room in Jinshan, saw our first meeting, in September I drank that wine in Wuxi, about October 10, we got the first batch of clothes, Think of us at that time really very very fast, then October 18, we in the reader to make the first issue of advertising, which is why we put October 18, has been our official operation of the point of time, in fact, October 18 our website has not been online, We just did the first ad on the reader, I still remember the advertisement I painted there, I and design there, drew a shirt, because we take the shirts are not good to see, can not get that texture, not to the level of PPG. So I later and edited, design together to draw a shirt, painted all the details, the advertising selling point is not a shirt, the advertisement selling point is to buy two shirts to send a Philips razor, and then we opened the first day, sold 11 shirts, sent 11 razors.

We wanted to use the reader, is also learning ppg, readers, Youth Digest, we also saw PPG in a series of newspapers, urban newspapers appear. At this time, in fact, we do not seriously think of the Internet, we are the internet on the side, because we found that PPG all the main means in the traditional newspapers, magazines, newspapers and magazines to form telephone orders, not the formation of online orders, in fact, until the PPG closed, His online orders I believe also less than his 10%, the main orders are still from telephone orders. But when we look at the next step, we found that PPG has put a lot of TV ads, we found that it seems we can not do, because our first financing is actually only 2 million dollars, we want to do TV commercials, certainly not. By the winter of 2007 years, we find that no one buys a shirt in winter. People say that every guest will come out of cotton clothes? We didn't have a plan for cotton clothes. So the winter, especially the year before and after the Spring Festival, if we have a little memory, that year is a particularly cold winter, especially the snow in the south. The orders were almost gone, but luckily, in the December or so, everyone had completed the second financing, because every customer sold about 700 a day, and then investors said, this is good, we got the second financing, the second financing is 10 million dollars. So the second financing is very very important to us, in fact, we were caught in a deadlock, probably after the Spring Festival, we put forward a point to say, we can not try to try the Internet mode of the past, is that we do excellent time of the Internet model, so for Fank, A particularly important point of time is 2008 February, we first tried the internet, after trying the internet, we actually bought some residual traffic, but that residual flow, immediately let every customer orders from about 700 single, suddenly turned into 2000 single, That time point actually laid up until today every customer's most basic marketing way, is based on the Internet, complete Internet marketing. At that point in time, we surpassed PPG.
 

I think this thing actually think about today, the real pattern of the lay is actually that point of time, so far back to see, today's main marketing model, the main sales model in fact, and that time point is not too big difference. Then we started doing some polo in 2008. I remember the first polo we made, user comments on the Internet is like this, said the clothes after washing hanging on the balcony, at first glance that Yao lived in our home, is our clothes after washing is particularly long, is basically a skirt, this time actually to us a new question, It is difficult when you are from one category to another.

Of course, we tried a lot of times at that time, began to try a lot of a lot of categories, but at this moment everyone's talent is not the same, because we from 2008, 2009, in large numbers from the traditional brand industry to dig people. So in 2009, in fact, we tried more categories, such as today's t-shirts, trousers, sweaters, down jacket, in fact, probably in that time point to try. Then to 2010 years, we really large-scale march on our today's T, and I wear canvas shoes, where the two are already a huge amount of products, and then 2010 we set up a V mall. Basically, this is the basic road map of the past 5 and 6 years.