Chen: The Biggest Mistake Of Customers In The Past Is Not Focusing On Products.

Yesterday, at the WISE 1.0 Internet entrepreneur conference, CEO, a guest of all sincerity, shared her thoughts on the predicament of VIC in the past time, and explained the reasons and methods for its recent changes.

Chen introduced the change that originated in August last year, when Lei Jun, after visiting all customers, believed that customers had become a department store rather than a brand store.

This remark led to a reflection on the development path of all customers.

At that time, there were many kinds of customers, so it was impossible to do well in quality control.

According to Chen, the customer, although the marketing and brand promotion made a good job, but lost the dedication to the product.

In order to change the status quo, two main decisions were made by Van sincere, first of all, to move the office from downtown to Yizhuang, and the second is to re polish the product details and brand.

The two big move is to return to the product standard for all. Chen believes that in August 28th this year, the product of every guest in autumn and winter, he spent more than an hour talking about the details of a shirt, which is the embodiment of products.

In the light of the development experience of all customers, it is important not to sell, promote, persuade investors, but to make good products confidence, patience and determination.

Only by awe of products, users and partners can we truly grow into a brand with a future and enough life.

The following is a chronicles of the speech:

Lei Jun's warning

In the year, especially in the past half a year, just recently, when we opened a shirt conference in August 28th, I met many users, and some people in the media told me that they were going to listen to some meetings about entrepreneurship, or what kind of lessons to be taken in the school. Everyone regarded it as a big case of failure in business. Actually, I came to this question. I especially want to ask you, have you ever participated in such a similar meeting? If I have participated in it, I would like to ask you, what is most impressive about you is that what is the biggest problem that the teachers or analysts of these lectures have summed up? In fact, I came with a problem, because in the past

I have been talking with many people in today's organizing committee just now, because I can hardly say what kind of experience it is to start a business, because I have been doing business many times, and I have made three companies since 15 years ago. So I think there are many things that can be said, and many of the past points can be talked about.

Just now, the young man mentioned that the quality of the products in the past has problems. Actually, this is what I have done in the past year.

我觉得去年在我们8月份刚刚讨论凡客的转变的时候，当时雷军跟我说过一句话，他当时在凡客做了一圈参观，看凡客当时上的2013年秋冬的新品，当时我们的楼里面大概有一层都是凡客2013年秋冬的新品，雷军在我们的楼里面转了一圈以后，他说了一句话，这句话给我的刺激非常深，他当时是这么说的，他说我觉得我今天不是来到了一个品牌店，而是来到了一个百货市场，也就是说在当时不管我还是雷军，我们看凡客的产品已经非常难受了，因为凡客当时做很多品类的产品，最多的时候做到19万的SKU，做了50多个品类的产品，想做好、想控制品质是不可能的，我们后来的转变实际上是意识到了让品牌立得住脚的唯有产品，除了产品没有别的。

In history, the marketing of customers and the promotion of brands have done very well, just losing the most essential thing of the brand -- products.

The company moved to lay off workers.

Today, it is very easy to talk to you, it seems very light, that is, we thought this problem overnight. In fact, this pformation is very difficult. Let's take a shirt for example. At that time, we said we wanted to make a shirt. At that time, our team came up with the question of what is called a good shirt. Actually, there is a background for asking this question. Because before the history of customers, about 10000000 shirts have been made before that, so how can we make a shirt? So when a large scale enterprise like fan is in pformation, it is the internal resistance that first encountered.

When I was on the stage just now, someone asked me why all guests should move to the distance from the center of the city so far away from Yizhuang. Today, I tell you frankly that in order to change and make a real decision to change, it is necessary to lay off workers.

The reason why we moved to Yizhuang from the centre of the city today can be frank to tell you that in order to lay off staff, it is really a very difficult process to make such a big decision. You may be a person who has just started business, and have not encountered such a great difficulty. If we are faced with such great difficulties in the future, we must know that the first thing we encounter is internal difficulties when we face such great difficulties.

Of course, just now I heard the little girl say that their company existed for 4 months. In fifth months, they had to think about pformation. In fact, they didn't ask for other people's pformation. They didn't ask for your customers' pformation or your partner's change.

How do we think of the important place from the center of the city, and our rent has been handed over to the July of this year. Why did it move in August last year? It is the feeling that the inside has changed and the office is the same everywhere. Because there are no ground shops, we should move to a suitable place for everyone to go back to the essence of the brand.

Now make a shirt and make yourself cry.

　　我8月28号凡客今年秋冬的产品发布会，我们讲了一件衬衫，要想把一件衬衫讲清楚，今天这个时间肯定是不够的，因为8月28号，我讲了1小时零5分讲一件衬衫，关于这件衬衫大概要讲多少，大概要讲一万多字，实际上在那次会议之前，我准备那次会议的时候，关于凡客的那件衬衫，我又写了2.5万字，2.5万字我是边出差边写关于这件衬衫，写了2个月，我也没有想到会写那么多，单位实际上当我们站在今年的这个时间点，还有8月28号那个时间点，再回头想一年前我们问一件衬衫有什么好做的时候，实际上是很幼稚的，因为任何一件产品不管是一件衬衫还是一条牛仔裤，还是我今天穿的这件西服，还是我现在打样的这件青年布的衬衫，想做好它都是需要各方面的资源匹配，以及自己要下最大的决心才能够做好。

I come today.

Before, I was talking with a bunch of Japanese, a bunch of Nantong people and a bunch of customers who were talking about how to make a black T-shirt. You would definitely say what a black T-shirt has to talk about. We sold hundreds of millions of T-shirts in history. Why do we have to discuss how to make a black T-shirt today, because this shirt really made me cry, so when I was looking at a T-shirt, I felt that every detail of it was knowledge.

I still went back to my shirt, the shirt of the guest. In August 28th, we could adjust it after a year, and came out to meet to tell everyone that the return of everyone was in fact the luck of all sides, because the shirt first made it without wrinkles. All the details of the shirt had no wrinkles from the large area of the fabric itself and all the joints.

Of course, if there is a good type of plate, especially if I want to do the good design details, because I was talking with the organizer of the conference below, I found that the young people have occupied the mainstream of the consumer market. Even if the shirts have a lot of requirements for a self-cultivation version and details, we have to cooperate with a good Japanese team to complete the details of our editions. We can not finish them ourselves.

This topic can be said a little bit bigger, those Edition details still have design details, I dare tell here today.

There is no partner to solve it in China, and we really need to find a world-class excellent partner to solve the type and design details.

Why can't we solve it in China? The reason is very simple. Although the Chinese brand industry has many years, the Chinese brand industry is a big copy, including the past customers. If the people here have ever bought the products of everyone, and are very dissatisfied with the quality of customers, I would like to apologize to everyone here, and I would like to tell you that in the past, customers were also a big copy.

We didn't concentrate on making a product.

So in August 4th of this year, I remember that after a year's adjustment with Lei Jun, we had an evening of communication with Lei Jun. Lei Jun said how she felt this year. I said this year, because Lei Jun often told me a year ago that I was focused, extreme, word-of-mouth, fast and speaking, and stimulated me in August 3rd.

In the evening, when we both drank together, I told him what the most profound sentiment I felt in the year. The deepest feeling is the fear of the product. You may still not understand it today, that is, any simple product must have something to say, and it must be justified and never let go of any detail.

For example, a shirt has fabrics, accessories, crafts, plates, and design details. If you want to have a shirt or even a button or a line, if you want to clear up these words, anyone who is here will be clear from this moment. You don't need a year to bet with you, you don't understand, I really don't understand.

You may say what a T-shirt has. If we take this T-shirt here today, when we really start investigating this T-shirt, you will find that we can't understand anywhere.

How do you wear the collar of your T-shirt, how does it radiate? Why? How long and short is this sleeve? It's all knowledge.

We must have awe of products, users and partners.

Maybe my topic is very heavy, but if the people here are interested in making a brand, I hope you are not thinking about marketing, promoting and persuading investors today, but asking yourself if you have confidence, determination and patience to do a good job, if not, why do you give up?

I think China's mainstream consumer groups have been gradually occupied by the mainstream after 85 and 90, and these 6