Everyone'S "Adult Ceremony"

As soon as the customer has just been established, it has fallen behind the emulated object. Through strong brand marketing and organizational resource capabilities, all customers have gone out of their own way. Now, in the face of unprecedented doubts and internal and external troubles, can Chen take his "80 generation" out of the bottleneck?

When seeing thousands of people rush to the red carpet in a flash, and shouting the name of "Ho Ho" outside the security wall, CEO, a 43 year old fan, was a little surprised. "Is this our employee, or is the company a fan of the annual meeting?"

This is not the first time Chen has been himself. Leader This team is shocked. Prior to the January 15, 2012 annual meeting of the annual meeting of customers, the core of the company has opened a week's meeting in the suburbs, and has participated in the middle and upper levels, coming back to one hundred or two hundred. In the past, the core of all customers was "70 after", the youngest born in 1981, but now many management has become "80" or "after 85" children.

Facing these young faces, the most frequently asked question is: "how old are you?" "almost 30 (actually five years away)." "Do you know how many tasks you have?" "know, 80 million."

These scenes make the old age a complex emotion mixed with pride and fear. Those young people who are enthusiastic about catching up with the stars may return to the office as a product manager who holds tens of millions of orders. Last year, they helped fans sell 70 million products and created nearly 5 billion yuan of orders sales. From the initial sale of "collar button shirt" and "straight collar shirt" to the sale of clothing, cosmetics, household luggage and a total of more than 10000 categories, it was only four years after its establishment.

But do they really know what 80 million yuan means? The speed of light is full of pleasure and the danger of "out of control". In the past, the old man was suspicious. "This monster has a screw that doesn't work well," he said.

He presented this at a company internal meeting in June 2011. doubt But I didn't expect to become a reality so quickly. Everyone in 2010 won the prize but was out of control in 2011. Although the company's sales are still growing at a speed of light, all kinds of problems surfaced: the expansion of the company's scale is manifested by the blind expansion of sales categories and personnel; grass-roots corruption is quietly growing; after tens of millions of orders have been issued, inventories are also increasing inexplicably; the pressure brought by the great success of the "object" has spread the tired and confused emotions in the team, and some people have chosen to leave.

In the second half of 2011, the external voices began to challenge the "star company" in the first half of the year or all media users. What happened to all customers? Is the customer team falling apart? Why are customers not listed yet? Is the financial condition of everyone in the market as bad as it has been circulated around the market?

Old age has always been a low profile person, especially after "everything object" became popular, and deliberately avoided the media. At that time, he regarded media interviews as the first step of "self inflating". But in the face of doubt, he could not sit still.

"When the company is 100 people, you are scolding the sky, and I ignore you, but when 10000 people, I have to come out." In January 16, 2012, on the second day of the annual meeting of the fan company, the old man wearing the blue shirt of the standard guest of the standard guest expressed his reasons for standing up in the exclusive interview with Caixin new century. "It's not your teasing, not being scolded and coming out to argue. I feel it is necessary to tell my staff clearly that at this moment, we have to advance ourselves to the standards of a public company on this scale."

At the annual meeting, 28 executives of Chen and Mr Fan's office were dressed. Van guest The black sweater group unveiled. Chen invited the media and industry elite, all kinds of partners, such as Lei Jun, Xu, Xue man Zi and other investors, from customers to advertising and technology service companies. Compared with the previous low profile, the four year old start-up company seems to be using such a grand ceremony to declare itself "grown up".

How to make good use of those young people with innovative ability to solve their management bottlenecks while maintaining rapid growth is undoubtedly the biggest issue before us. In addition, the listing is already in the air, and it is the veil of the company's real financial situation. Despite the full confidence that it will be a report card for everyone to look foolish, can its growth speed and future profit space really satisfy the capital market? Even if the listing is successful, how can customers continue to keep pace with growth, can the sequel of its brand story continue to be wonderful in the past? From shoe to clothing to cosmetics to home, where will the category of customers go?

For all customers, 2012 will be a sensitive and critical year and a year that can not be missed.

　　 What is a customer?

"What kind of company is a van customer?" the answer given by Chen and fan investors is almost the same. Chen said, "every customer is a company first, then a resource organization company, and then a service company, and finally a technology company." "If I wear a customer's clothes, I feel much better than buying one at random," said fan Dong, director of Softbank and Sai Fu, an investment fund partner of Softbank. This is the value of the brand. China hasn't had many domestic brands for so many years. We regard everyone as an e-commerce enterprise, but in fact, it is a clear brand. It is very clear that it is people's fashion.

Selling brands, rather than selling products, is the ultimate dream of many Chinese manufacturing enterprises including Lenovo, Geely and TCL. It has been difficult to practice for many years, and even at the expense of achieving its own brand through cross-border mergers and acquisitions. It took only four years for everyone to do it easily. Some people may think that it is relatively easy to make low-end brands in the clothing industry, but it is no easy task for the target audience to easily move between "70", "80" or "after 90". These difficult problems seemed to be solved without any effort. This is the most confusing point of van guest, which does not have a conscious overall strategic design in advance.

It's interesting to look back at the brand formation process, like a series of accidental and correct decisions. Van guest was the third venture to start his business in the past. Before that, he founded excellent network in 2000, and he founded me in 2005. First, selling books online, and then selling virtual objects online are not very successful. Excellent network was sold to Amazon in 2004. I had a net fight, leaving behind only a bunch of experience and lessons from excellence.

At the beginning of 2007, the 38 year old Chen began to conceive of a brand B2C company with his savings and his friends' investment. He decided to call it a fan. The age of editor's birth gave a poetic interpretation. "In the long river of time, everyone is an ordinary traveler." This is due to the dissatisfaction of past excellence. Chen said later that excellence took four years to sell to 1 hundred million.

Everyone's business is catching up with good times. E-commerce has been the driving force of the rise of the Internet in the United States. In 2007, with the improvement of the online payment system, China's e-commerce is on the eve of the collective explosion. The money in the market is too much to spend. In July of that year, IDG and its source were unable to wait for $2 million to invest in the sales of the products that were in the preparatory stage. In October, the company was set up. Only two months later, it received nearly 10 million B round of financing from Softbank, Sai Fu, IDG, and Tsai yuan.

Getting the investment, a very bold step in the past, invested most of the money in Internet advertising. He introduced the CPS (Cost Per Sales) model launched by Amazon for the first time in China, bringing many members of the website alliance into a community of interests with all customers. This has also established a good relationship between fan and most of them, so that the dissemination of "objects" will benefit from it.

February 27, 2008 - this is the point of time that Chen can blurt out at any time: the product of VIC has been widely disseminating through the website alliance on that day, and the order amount of up to 300 thousand yuan has been obtained on that day. In less than a month, sales surged from 3 million yuan to 20 million yuan, proving the success of the experiment. To some extent, customers have promoted the rise of Internet advertising. Before that, Internet advertising has not been taken seriously. Few people believe that Internet advertising will generate real returns.

In those days, the sales volume of 100 million yuan was realized by customers, and spent 60 million yuan on advertising. Customers are even ridiculed to spend money on users.

Brand marketing and product complement each other. The brand is out. product Can we keep up with it? Can we get users' approval? The product will not work. If the user comes, he will leave. At the beginning of the year, it was clear that customers were not garment factories, and he wanted to find clothes manufacturers for international brands. However, it is a great challenge to convince these foundries to open the production line for a brand new online e-commerce brand, and to take the initiative in the game of design and quality control. So in 2008, almost everyone was spinning around a shirt.

Entering the 2009, the group of customers who gradually found the feeling in product manufacturing began to turn their attention to the category expansion. It was summed up in the words of old age. 2009 was the year when everyone tried the wrong way. After trying countless kinds of products, 29 yuan T-shirts and 59 yuan canvas shoes became the star products to support customers' performance.

More and more exquisite Kraft boxes with van LOGO are appearing in the front office of major office buildings in Beijing. In April of this year, all customers' services were upgraded in an all-round way, and launched a series of measures such as free shipping, 24 hours delivery, 30 days no reason to return goods and freight charges borne by VANCL.

The emergence of "wind up" express is another accidental decision. Li Hongyi, vice president of the company, was originally responsible for warehouse management. The 2008 storehouse was stolen, and when Li Hongyi adjusted his structure, he became the object of adjustment. Chen said, "don't make a warehouse. Go to a courier company." Li Hongyi was white at the time. At the very beginning, it only gave one hundred thousand yuan, and worked for two months, and third months' wages did not come out. As a result, Li Hongyi never paid the wages of the express delivery, and made a "like wind" by biting his teeth. Now it has become an inseparable part of the van's brand.

Van customer's brand has become a success. However, shortly after the completion of the B round of financing, the PPG company, which was once the main reference frame of customers, was confirmed to be broken by the capital chain in January 2008. The customer who lost the imitation object became the lonely practitioner of the direct selling mode of clothing. In the following four years, the question of fan Ke mode has never really stopped. Can its growth rate continue? Can it make money, especially if it can make money like a real Internet company such as Google and Amazon? The customer is brand new, and there is no clear coordinates in the capital market. This is the pride of everyone and the biggest doubt of the outside world.

Where is the object?

Relying on the website alliance, all customers have popularity; relying on standardized, high quality and low price products and services, all customers have successfully retained the users. But everyone needs faster growth, which needs new impetus. In the spring of 2010, customers first considered offline advertising.

Qiu Xinyu, who was the creative director of Ogilvy, had just started working on his own. Every time he went to all customers to participate in the draft, he worked hard to gather several "assistants" to keep up appearances. These superficial skills did not deceive the old age. Later he joked with Qiu Xinyu, "you are actually two people." In the past, Qiu Xinyu was selected from more than 30 companies to be responsible for all the advertisements and TV scripts of van customers.

The law of chance emerges again. It is a coincidence that everyone has just been able to win a number of road signs advertisements in the first tier cities, such as the city and the city. So, the first brand spokesperson of all customers, the first who wanted to appear on television, came first from the print advertisement.

At the end of 4 in 2010, the first appeared in a billboard advertisement, wearing a dark blue T-shirt, hanging with a symbolic smile, slightly sideways, thoughtful. There are only four words beside him: I am a fan.

This is the feeling of old age, fresh and healthy, but also lonely. In the old age, people are lonely when they are more often, but the spirit of "grass-roots upward" is immortal. At that time, he was the first known advertisement of young people because of his blog's laughing and cursing at the current hot spots. The four words, "I am a guest", have a new fascination for this brand by accidentally merging with that uninhibited force and idol temperament.

This road sign advertisement originally imitated the style of H&M, and pursued simplicity. But after the streets were released, there was still some cold spring in May, and the advertisements with large areas of blank seemed to be bare. When Chen saw it on the road, he decided to add some words.

"Love the Internet, love freedom, love late, love night stalls, love racing cars, love 29 yuan T-shirt, I am not a flag bearer, not whose endorsement, I am, I only represent myself. Like you, I am a guest. "

This "popular object" which was popular on the Internet was the original version written by Qiu Xinyu to fan Kong TV advertising. Chen said he only did one thing, that is, to delete, to delete to put on the road sign.

In June, the new version of the slogan was reprinted, and the advertisement was out of the street and fermented rapidly on the Internet. People first guessed: is there such a cool advertising slogan, is there any participation? Soon, some netizens launched an online collection called "all the flirting fans, looking for the creative emperor". In just three days, they attracted more than 6000 participants. In this carnival, the spoofed objects were developed from the stars of the arts and crafts to the leaders of the country.

Chen firmly denied that later rewriting movement was the planning of everyone. He attributed to "the triumph of literature", calling it touched the nerves of users' self expression. "How dare I plan leaders for the leaders? I am a little daring and I am a traditional media. This is the bottom line." Later, when I saw "I was born in 1983, we were all guests", Chen was shocked and wanted to be deleted. The employee said, "this has nothing to do with us."

The TV commercials were also launched but did not cause much response. Then, in the spring of 2011, when the "object" was ebbing, the TV advertisement of the endorsement took the baton.

Chen says it is a choice for netizens to help them. When the "object" is popular, he is the most powerful star who has been spoofed. The most famous one about him is "love English, love singing, drink beer, and love a 15 yuan deep V Sweatshirt", and love more than 5 centimeters of sweat and blood boots. I am not the god horse master. I dropped the Mercedes key on the floor. I am Not At All.

In Chen's TV ads, the most satisfying thing is to complete the interaction between the brand and the spokesperson. As for advertising creativity, the idea of all customers is to face up to KUSO, communicate with them and agree with them. It takes courage. With the appearance of a sweat in the ring, the ending is "holding on to everything. Yes, I am not an acting school, not at all." Facing netizens' ridicule. Van guest thought that netizens would continue to discuss the content of Kuso. I didn't think it became a motivational movie.

Looking back, Chen said, "every time it's hot, it's not... It doesn't matter what we expect, because there are so many points here, you don't know which point burst. We seldom thought about it later.

The new TV commercials were released on the 5 day of May 2011, after being first launched by Van Kee pin in the official office of the government. It only got more than 120 thousand users in 8 hours. I myself turned from a spoof into an inspirational star. And after the Internet advertising in 2008 and 2009, fan Ke, with a series of victories in the campaign of brand marketing from 2010 to 2011, became a dazzling public brand, fresh, healthy, lively and interesting, inspiring and personalized "people's fashion" image deeply rooted in the hearts of the people.

Qiu Xinyu has also become famous since then. In the past few years, he lost all of his ad copy works to his small company.

　 Magic gate, coconut and back shoes

Qiu Xinyu is not a special case. Everyone loves to use small companies and young people to call them children. LOGO, VANCL, a young man who was only 29 years old, was designed by Zhao Yu. This young man became a company with van guest, called the magic gate design organization, the Ninja Series in the fan's T-shirt, the best selling Lin Juemin and wife's book T-shirt in 2010.

Another company named coconut is also loved by Chen and his executives. At the end of 2010, Zhang Zhijian, the "coconut kid", found Wang Chunhuan, vice president of charge of mobile phones. "I only have three thousand yuan, but I decided to work for you." Wang Chunhuan asked him if he was looking for a job. Zhang Zhijian replied, "no, I want to organize a team to work for you and make mobile phone applications." His only requirement is to let all guests provide offices. Van gall did not give money at the beginning. He spent five months with a group of young people, made a mobile phone client of van guest, and then fused it to $2 million. Chen has always wanted to give them a prize, because it represents the spirit of entrepreneurship.

Even now that the scale of sales is nearly 5 billion yuan a year, Chen insists on using these small companies to do creative and software design. Van gentry also uses such young people and is willing to give up power. Li Wei, who was born in 1984, was born in 1984. The more than 1000 patterns of VT were last year, and the marketing and planning of late VT were made by people who were born in 87 or 88 years. They deal with designers every day. They talk about many things. The vice presidents of the 70s born presidents on the stage can't understand. What they see in the past is the passion and creativity of these young people. "What they do is not orderly."

Suppliers should be large, preferably by international brands for decades, and their standardized production is needed. Chen often jokes, "pull out a workshop, a production line will end for everyone."

But let these big generation factories give birth to a brand new e-commerce brand? There are not enough fans in 2009. At first, customers could only start small factories. In 2008, Chen watched her niece go home every day to wipe her canvas shoes, and decided to let all customers try to sell them. By the end of 2008, we found the original factory which was back to power. The Shang Hong shoe industry Co., Ltd., first made 50 thousand pairs, sold it in two days. At that time, the force had already gone bankrupt, and only two or three people were on the macro. Now, Hong is the biggest canvas shoe for everyone. production Shang employed six hundred or seven hundred people.

New ads and new products with young people's fresh momentum have been launched. Now, customers sell not only shirts and regular T-shirts, but also various fancy POLO shirts and canvas shoes, and the age of target users has been lowered. Even primary school students are wearing canvas shoes.

In the middle front of a customer who has left the customer, it seems that the product development and supply of all customers are still lagging behind, and can not match the brand's rise. But all customers still went out of a steep upward curve: sales in 2008 were 100 million yuan; in 2009, 600 million yuan, 2010 1 billion 800 million yuan, 2011 4 billion 500 million yuan (order sales). What supports this achievement is the two purchase rate that Chen is most proud of over 80%.

With the increase of sales scale, the big suppliers who were unattainable also came. In January 15, 2012, Ma Jianrong, general manager of the world's largest knitting factory, Shen Shen Zhou, came back from Japan to attend the annual meeting of fans. "A few years ago, we didn't get the same treatment." Yi Shen Zhou is the backbone of UNIQLO, and its knitted sweater is also produced by them. It ranks first in the export scale of Chinese knitted garment export enterprises for several years.

Huge sales figures have brought them closer to customers. In 2009, Shenzhou cooperated with customers for orders amounting to only a few million yuan. In 2011, it had reached up to $56 million, and it was the main supplier of VT, Wei Yi and so on.

In March 2009, everyone found Itochu trading company. The first cooperation order was 200 thousand POLO shirts. Itou Tada is the main supplier of brands such as Kappa, United States, and love. At present, Itou Tada mainly supplies feather clothing, jeans and other products for everyone. Its order of cooperation with customers is about ten million yuan in 2011, three times the size of 2010. By the end of 2011, the number of supplier partners has grown from the first dozens to three hundred or four hundred. Shang Hong is now only a small and medium-sized supplier.

In the past, the results of the past four years are actually the result of organizing resources. All customers do not engage in production, do not buy designers, nor buy land, warehouses are rented, all of which is a brand and an online sales platform. They use small companies to create ideas and software, use large suppliers to provide standardized products, and reorganize the traditional advertising platform such as Internet advertising and street signs, TV and so on to brand marketing. After the failure of PPG, customers went out of their own way.

crisis

Then the crisis suddenly came.

After the explosion of "any object", the momentum of everyone in the market has reached a peak, and the whole team is boiling. But with the ebb of "everything," the boiling water suddenly turned cold.

It is difficult to transcend the heights reached by "objects" and let the insiders get rid of their passions and inspiration. In the face of all expectations, some guests are beginning to feel inadequate. Everyone has been growing at a high speed. There is no template to learn in the front. Employees should learn new things and do their best every day.

A middle class who left the store in the second half of last year described that "the psychological intensity is too great. Two years in this company is equivalent to five or six years in another company, exhausted."

Chen also realized that. He has a different perspective on the loss of personnel. He believes that love is the source of all the driving forces. He also believes that it is natural for young people to suffer hardships. "Moreover, the loss is only a few dozen." Chen said.

What frightens him is the out of control of internal management. He went downstairs, and the unfamiliar young faces who went to work to buy milk tea all had the work cards of van customers. When those management departments who reported directly to the old Department began to show "no knowing what happened" expression, they felt that the company was having a big problem.

In May 2011, he said in a speech inside the company, "in the future, let us strive for more self-awareness, less selfishness, less frivolity, less self inflating, or even confusion and loss of emotion." Since August 2011, fan management has held a number of reflective meetings above the middle level to review mistakes in management. The management problem of everyone was later summed up by the old age as "high level impetuous, grass-roots arrogant and corrupt". It was precisely at the first reflection conference held by all the executives that Chen made a decision on big layoffs.

At this time, the guest has not yet fully recovered from the aura of "all objects". In 2009 and 2010, with successful advertising sales and expanding categories, customers' performance on key indicators such as user number, sales volume and two purchase rate was almost daily. The third party monitoring data provided by AI showed that in 2010, sales of all products were close to 2 billion yuan, an increase of 300% over the same period last year. A source close to the customers confirmed that due to the lagging nature of the "object" marketing effect, until the first quarter of 2011, all customers still maintained an increase of 300% over the same period. It is precisely based on this growth rate, coupled with the unprecedented prosperity of the entire electricity supplier field, that the management of customer service is optimistic about the performance in 2011. It is considered that sales will exceed 6 billion yuan and touch 10 billion yuan. Each department began to enter the competition, and the business department expanded the category. Finally, one day, when Chen found that all customers and even the mop were selling, he became angry.

Stock increase is also the reason. A veteran in the industry believes that there are at least 10 billion stocks in 2011. "Early expectations are too optimistic."

In just six months, the staff of van customer expanded from 3000 at the beginning of the year to more than 12000. A child who has just graduated from university can enter the company for half a year, and will be able to make an appointment with the employees who come in after the gesture of the old employee, placing an order of 30 million yuan a year.

He did not doubt their innovative ability, but doubted their management ability and really realized their responsibilities on their shoulders. "Do you mean a 88 year old kid knows what 80 million means? All his management experience is that he has just been in the van for half a year, and can he learn to lead a person in half a year?" Chen admitted to the new century reporter, "the company is too big to see clearly in the summer of 2011".

After reviewing the conference, layoffs began. But the severity of runaway management is beyond the old estimate.

At the end of 8 2011, a public condemnation letter of a dismissed employee suddenly went on the Internet for the first time, causing the outside world to pay attention to the internal management crisis of the star company for the first time in the month of 2011. Van guest did not respond to the company's pre market silence.

Inside, the fire broke out in the old age: "we should be ashamed of these children. We recruited people a few months ago and drove them out in three months. Why did you go there a few months ago?

In an interview with the new century reporter, Caixin had deep introspection on the mistakes of layoffs. He later came to understand that the list of redundancies of up to five or six hundred people compiled by various departments was not strictly the result of the elimination of 5% at the end of performance appraisal. For no reason, only four years ago, the company already had interest groups. Under this situation, vested interest groups often chose the simplest way to get rid of their colleagues during probation period.

Also in the open annual meeting held in January 2012, Chen attributed the failure and other difficulties encountered by the company in 2011 to the "company management decision making mistakes". He said that these mistakes have caused some misunderstanding to partners, and have also hurt colleagues' enthusiasm and ambition to a certain extent.

managerial revolution

Old age is most afraid of companies forming vested interest groups, and even more afraid of losing vitality of innovation. Therefore, how to strengthen the management of a company of ten thousand people, he chose not to concentrate but to dismantle small businesses. He wants to break the original interest groups, so that everyone can find new positions in the new space. Old age used to do the same. The principle is "new people do old things, old people do new things". But this adjustment is not just because he has to achieve one goal and "see the company clearly".

From August 2011 to November, van guest launched the largest organizational restructuring since the company was founded. In every guest organization, every organization adjustment means a big adjustment of interests. In the old age, there must be pain and loss in the adjustment. If he chooses to leave, he understands, but what he looks forward to is Li's fall. Where is the eternal victory? "Holding on means everything."

After adjustment, the original two major departments were divided into five major business divisions according to category. Be responsible for Footwear, sports products, fashion men's wear, women's wear and accessories bags, from the product design to sales planning and marketing planning; in addition, the five major business units correspond to the three production centers, and the latter provide the order requirements. The production center is responsible for coordinating production with all the suppliers. The original promotion, brand, warehousing, logistics and call centers continue to be retained.

Five business units, plus three production centers, are equivalent to breaking up the original two departments, and each has a leader. Chen wants to see them as eight independent venture companies. The split is not the end.

"One day, it is possible to turn into 10 or 50 business units. The previous problem is that the power of two departments is too concentrated to expand overnight and then run out of control. The advantage of divide and rule is that you are no longer just "old subordinates", but hundreds of thousands of thousands of people, the mentality is different.

While continuing to adhere to the idea of decentralization, he should strengthen monitoring and management to create a controllable range of trial and error for those who are most innovative. The task was handed over to the data center.

In the past, customers had a set of data systems, but they were very simple. They only care about three figures in the past, sales, new users and old customers. Now, it should link the original scattered information from planning design, production supply to sales data points, and become a transparent "traffic map". In July 2011, every customer formally set up a data center, and set up a set of complex standards for each department. Data departments like the Bureau of statistics do the sampling and analysis of the operation departments. "The biggest role of the data department is to call the police and not mix them into the work of the business department."

In order to ensure the objectivity and impartiality of data standards, Jiang Xiaoyi, a vice president of data center, issued a death order: "if your data center is questionable one day, you will go away immediately." Every time a business seminar is heard, someone hears someone who says, "you don't seem to be right," and you don't have to wait for old age. Jiang Xiaoyi immediately goes to the phone in a very irritable way, asking the situation.

Conflict is inevitable. If the data reported by the data center and the business department do not match, we will have to sit down and discuss the problem. The business department has the position of the business department. The company has the position of the company. Sometimes the business people will want to make the winter clothes into four seasons so that they can be sold in the four seasons. But this is not cost-effective for the company, because the sales of winter clothing in other seasons are very small, which can only increase the front-end burden and cost. Now that the business department is changed, the data will change, and the data Department will soon find it.

In order to enable employees to increase management experience in a short period of time, in the second half of 2011, fan guest also opened a management school inside, allowing his own executives and professors outside to give lectures.

Old 2012

There is no doubt about the question of fan mode. Xie Wenceng, a senior Internet commentator, expressed this suspicion in his old age. In the interview with Caixin new century reporter, Xie Wen said, "I divide e-business into two categories, one is the Internet, the other is the Internet. Only the Internet can be called an Internet company. Its representative is Amazon, and China's can also be counted. Like the fans and the customers, they only sell things with the platform of the Internet, in essence, they are traditional enterprises. This will affect its valuation. "

In early 2012, Caixin "new century" reporter learned from a fan insider that the sales volume of orders in 2011 was about 4 billion 500 million yuan, and the sales income after deduction and after tax was about about 3000000000 Yuan, and the gross profit margin also declined compared with the same period. This is still a gap from the 6 billion yuan pass line set by the management at the beginning of the year. Even though it is lower than expected, Chen said, "the absolute value of sales revenue in 2011 is higher than in any previous year". But compared with the growth rate of 300% in 2010, the growth rate of van customers has slowed down a bit.

For a company, slowing growth is a fatal matter, not to mention that it has not been listed and ready to go public this year. So in 2012, growth is still the most important thing for customers. As a company, it needs new breakthroughs in marketing, which is a great pressure. In addition, he needs to strengthen meticulous management in terms of brand depth, cost control and process control.

In 2011, van Kok opened the long line deployment for logistics, and its investment scale even surpassed the mall. Finally, 28 warehouses were built in the country, with a small four thousand or five thousand square meter and a large sixty thousand square meter, with a total area of 400 thousand square meters. This is the main reason for the low gross margin in 2011. But Chen hopes that this will be synchronized with the expansion of the category, which will help the customers get the rewards in 2012, just like the trial and error in 2009.

In these logistics layout, it also includes two or three cities, namely, the city, the city and the city. Chen acknowledges that some layout is experimenting: if the services in small cities are as good as those in the north, Guangzhou and Shenzhen, will the figures come up?

In 2011, nearly 1 billion yuan was spent on advertising, but the share of sales revenue dropped to nearly 20% from 60% in 2008. Nowadays, customers have become the largest providers of Internet advertising and road signs advertising. They are most concerned about whether customers will reduce their delivery. Because everyone's success has stimulated the demand of these two kinds of advertisements to some extent, which makes everyone have the right to speak in the negotiations.

After that, many stars volunteered to be the spokesperson of all customers, including themselves, asking when to continue the sequel. And fans eventually chose the super girl champion in 2005. Born in 1984, the image of "neutral brother", who was widely criticized for its neutrality and was dubbed "Chun Ge" by netizens, has many complicated elements in its old age.

"In 1984, I was in high school. Olympic Meeting. 1984 is the most vigorous year for China's reform and opening up. That year I read "100 years of solitude", "lover", "catcher in the Rye" and "new thinking of reform". 1984 is an era for those born in 60s who are born in the past. 1984 will also remind people of "1984" and think of the most famous advertisement in the history of apple, "think different".

Knowing the meaning of the next advertisement to everyone, in 2011, they only launched a print advertisement with only one sentence "born 1984". The TV advertisement with the leading role has once had a version that was overthrown by the old age. In his view, it is a pun that passes through short messages and draft shows. It is a passing body. How to use this puns to give a deeper meaning to the brand of every guest will be an important task for all customers in 2012.

Besides marketing, how to extend the breadth and depth of products is another big challenge. In an electric business veteran who is close to anyone, it seems that the only professional customers are shirts, canvas shoes and stockings. Others are not competitive. "The problem of customers is always a mess, which has a lot to do with cost control." The staff who left the customer admitted that the company knew many products were different, but "how much do you expect for a 29 yuan T-shirt?" Controlling costs, taking into account the depth of brands and the rise in sales figures, is a very difficult balance to grasp. In the aforementioned industry veteran, another defect of fan is the ability to purchase merchandising. Now customers are too many non standard products. He thinks that customers can at most achieve the "process sheet", that is, the specified size, and the standard part means that it should be fine to the specified width, that is, the number of one meter surface material can be cut. "This requires a lot of strong traders."

What must be done in 2012 is still on the market. In 2011, customers were not listed, the main reason is that China's stock market fluctuates. Judging from the information in his old words, the listing will not be delayed any longer. He also hopes to announce the financial situation as soon as possible. "Then you will have no problems at all."

Compared with the outside world's highly concerned about the Internet gene of customers, Chen did not particularly care about this. In answer to the question of "what is customer," he did not even mention Internet or e-commerce. The positioning of "technology company" also came after "brand, organization resources and service companies". As one of the most cultural leaders in the Chinese business circle, Chen even said, "every clothes we wear is conveying an attitude that if customers can sell 50 million T-shirts one day,"

For the employees of van customers, the enterprise has a special magic power, which is endowed with personal factors and others. Almost every employee has feelings for everyone, and so is his resignation. "Even now is a passer-by, chatting about all guests, or that kind of endless chatting feeling." A fan of the front middle level said, but he described his feelings when he left, "exhausted and vicissitudes." This group of young people who have been in the "rocket growth" state for a long time, love their work very much, and are proud to be a member of the fan team. They are challenged every day and gain the general attention of the outside world, which condenses into a special sense of professional honor. But once a setback occurs, enthusiasm becomes a professional anxiety. In their own words, every day they hope to "put fireworks", and if they fail to make any achievements, they will not be able to lift their heads in the office all day.

From now on, it will be an important thing to dredge the enthusiasm of these young people. It is well known that without these colleagues, without these partners, we can not achieve customers and brands. On the two day before the annual meeting, the old man was always fidgety for his speeches until the last night before he wrote the last sentence in the hotel.

"To achieve the vision of" people's fashion ", we need" no longer just a passionate love like fireworks, but a continuous flow of love like a river. "

In the interview with Caixin, for the ups and downs of 2011, the summing up of the old age is very simple, "a lot of things happened". But this year's experience clearly led him to think deeply about what kind of company he wanted to be.

In the early winter of 2011, Guo Henian, chairman of Kerry Group, hosted a banquet for Chen and fan customers at the China Grand Hotel. To this meeting, Chen said that Guo Henian, who was still 88 years old and still acting freely and laughing, made him feel the power of time: "people started from 25 years old, to 88 years old, and 63 years passed. From selling flour to today, the golden dragons are his, China World Trade Center is his, Kerry Center is his, and Kerry Chase logistics is also his. Compared with him, our company, which has just been founded for four years, is now at a loss.