Old Age: How Can We Move From Swaying To Steadfast?

Aging may be China's most painfully aware entrepreneur of scale.

Today, Alibaba and Jingdong are both listed in the US, ranking first and fourth in China's Internet technology companies.

The old people have already laid off only two or three hundred people, and the psychological gap among them is only his own taste.

Van Gu's crazy expansion did not bring in 10 billion yuan of sales.

When the end of September 2011, Chen found that the goal of 10 billion yuan can not be achieved by the end of the year. He finally abandoned the IPO plan on the eve of the roadshow in November.

"At the end of the autumn and winter of 2011, we began to reflect for the first time, but at that time, we did not really go deep into the product itself. We didn't realize how serious our quality was."

Vice President Zhong Kaixin said.

Chen believes that customers are suffering from "big company disease".

He emphasized management problems again and again in internal meetings, emphasizing corruption.

In 2012, Chen went to all customers.

Adjustment, the original two departments split into 6, and later became 10.

However, these management reforms have not stopped the declining trend of customers.

The success of the "object" advertisement has undoubtedly promoted the development of all customers.

Han Han, Wang Luodan and other celebrities with "I and you, I am a guest" advertising words, making the object of the most popular phenomenon of the year.

Everything is a coin with positive and negative sides, too successful advertising is easy to deceive people's eyes.

"At that time, we only saw that our products were often sold out, but did not notice that it was the effect of advertising before, rather than the product itself."

Zhong Kaixin said.

The quality of fan products is causing the rapid loss of users.

When he was studying in the Chinese Academy of Sciences, he became Zhang Kun, a fan of T-shirt fans.

At that time, the website of van guest was opened. The product is also a bad comment. Only a few products such as snow boots, socks, down garments and so on have maintained a fairly fair reputation.

"We are reflecting on 2013.

Finding past

The brand expansion is too great. It's out of control. "

Chen admitted that although he felt pressure before, his position was not firm.

The unsteadfast position is partly due to the pressure of inventory.

By the end of 2012, the backlog of van customers was up to 2 billion yuan.

Chen repeated the dialogue with Lei Jun on various occasions.

In June 2013, another Chinese business platform Lanting Pavilion successfully landed at the New York Stock Exchange. Lei Jun drank a drink for Chen.

Chatting is very unpleasant. Lei Jun thinks that everyone's pursuit of category is lagging behind. It should be a product like millet, according to the needs of users, which has stimulated the past.

The old mind is unwilling to think that if millet is bigger, it will not run itself.

If you are not convinced, please visit Lei Jun's products.

He emptied the half floor to show the samples of the guests, but after walking through hundreds of clothes, he was ashamed to find that no one of the guests was able to deliver it.

"Are you still not resolute, not extreme, not thorough? Are you still lucky? Are you going to get a shirt done first?" after a series of questions, Lei Jun told Chen that the most disgraceful thing to be a company is that products can't be delivered at all.

"To do more SKU, or to focus on the quality of the basic funds, this is the two direction.

It is not a question of right or wrong, but a question of ability.

Chen said, at that time, all customers considered the scale and thought that the quality of China made was not a problem, but the quality was a problem.

Aware of the problems with the product, many canvas shoes were found in old age, which was once his favorite product.

The whole building was empty after work. He spread all the canvas shoes and tried shoes on both sides.

He lost control of his emotions, threw his shoes, broke his pen, and threw his cell phone.

He was in a hurry and cut off his shoes. He asked the product manager to touch and ask why the product manager would make the product like this.

Every time you go on a business trip, you bring a Book of Eileen Chang.

He lamented that many of the so-called bestsellers in the market did not want to read, but the classics were worth reading.

"Actually, the work and the company are the same thing that they last saw."

The literati who once pushed the unpopular works such as Qian Zhongshu's anthology and big talk westward to the bestseller list finally realized the similarity between literature and Commerce -- all depend on quality to win.

It was Lei Jun who helped him understand this.

The old millet mobile phone contains Jinshan documents, rice chat, millet bracelet and so on.

"He's amazing. The product he made is easy to use."

Chen did not hide the praise of Lei Jun.