Where the customer return early heart, aged about how to get through a tough year Where the customer CEO agedreturned again, this time with a reflection old initiative after \u0026 ldquo; the ultimate single product \u0026 rdquo; shirt debut, began the journey where customers return products. Wearing black jeans and canvas shoes vintage T become the venue where the customer only speaker. This is the first conference where the customer experience moving and supplier debts after the incident last year, aged in his speech he said that all passengers in 2011 \u0026 ldquo; \u0026 rdquo ;, in the drug go a long detour, and now every guest a year, to do a shirt. \u0026 Ldquo; why not give shirts are desired user steel it, why do we have to say it every day LOW. \u0026 Rdquo; old exclaimed, where customers want to see, where the 129 passengers non-iron shirt, worn on the user's body, is not directly to a thousand dollars a shirt LOW gone. These statements aging to some extent, a little shadow of Lei Jun speech. Lei Jun millet in the conference is the most common argument is that if the phone millet 1999 yuan 3000-4000 yuan of those phones to par. Since last year, where the customer has been in \u0026 ldquo; millet \u0026 rdquo; of. Vintage attitude more freely again returned low, aged say, return to where the customer redesigned LOGO, most intuitive change is to remove the Eslite, the reason is trying to inject into the sincerity of the product is sold in the future where customers each a product to go, and not reflected in the LOGO. Where the customer has spent heavily to buy fanke.com domain. On this return product launches, although Mentor Lei Jun did not attend, provided that the customer is still invited a lot of vintage past old unit, and many have been very concerned about the fate of the media where the customer. \u0026 Ldquo; I know everybody here, especially some friends, are particularly wanted to ask a question, but the best of intentions do not ask, or is not polite to ask. Which is going through turmoil last August after where the customer is how to boil down. \u0026 Rdquo; in the past rumors of vintage cars smashed, blocked and jumped to his office, saying a lot, now aged bent only products. Some old was excited and said, \u0026 ldquo; today I want to say is that I stand here today, so the last thing all over it. \u0026 Rdquo; this changes the intensity of where the customer is quite substantial, company size from the original 13,000 people into only 300 people \u0026 ldquo; small \u0026 rdquo; substantially reduced, advertising, product SKU fell to 300 from 190 000 with old saying, \u0026 ldquo; this process is very painful. \u0026 Rdquo; of course, where Nike Blazer Womens the customer does not necessarily Nike Air Presto Mens bring pain overwhelmed by change, especially where customers this name \u0026 ldquo; 300 支 \u0026 rdquo; high-quality shirts, although more than 1,000 yuan more than the market price of similar models too low more, its online users to accept more than 100 yuan shirt need time to verify. However, after going through so many years of ups and downs, he had been touted forget where customers now regarded Taichetaiwu already begin to address the problems of the past. Aged said, we especially love to use one word to describe 2011 where the customer, called the peak period, peak period made the heyday of junk called \u0026 ldquo;? So do not say I missed something, I want it to go on what will miss. \u0026 Rdquo; now where customers sincere low-key, easy to think of Overheating in China, \u0026 ldquo; I am not to win or lose, I'm serious. \u0026 Rdquo; that a concern where the customer for many years people say, red vintage humble himself, where customers buy shirts, see if it is more than burberryg \u0026 ldquo; to force \u0026 rdquo ;. Where the customer has temporarily welcomed respite. On this conference, where customers investors appeared behind aging, SAIF Partners sheep East to Artesyn Technologies said SAIF also need to quit, but SAIF where customers have the patience for long-term holding, where customers have sufficient time for investors to wait. The following is an interview where the customer CEO aged Record: Question: Today saw your presentation style, you get the shirt, but we all feel like that you got a cell phone, the speech style very much like Steve Jobs, their speech Lei Jun . You are selling mobile phones style shirt you sell vintage:? Not to sell mobile phone style, but really understand a product, a product thoroughly understand the true perspective of speech. As I speak today, I forgot to say two words called \u0026 ldquo; \u0026 rdquo ;. justified We'll only \u0026 ldquo; justified \u0026 rdquo; products. We come on a shirt and partners and team to do so, it is so much style in six months. That is, when we go deep into this shirt, I stare almost a year, I really understand this shirt. Question: a cell phone with a brand with a lot of people, we will not feel embarrassed, but a shirt, if a lot of people wear the same, I think it may not like it, because everyone likes a little tide, a little personality. Ageing: If you open the box, get this shirt, you'll find this is a very stylish, very nice shirt. I can not wear to fashion, because it is too thin, it was a very upright sitting. Many IT M see this shirt say too moist. Return to stare Product Question: This year the conference is not the same as before, such as where the customer invested this year in an interview room, and choose the location where the customer is 798 so there is a more artsy place. Ageing: First, in the past where the customer of the conference, or in the past where customers are talking about the size, growth, pattern. We did so many years where the customer brand, never open conference on a product. The so-called conference is a bunch of beautiful women in the past, a bunch of guy, I'm not going to say a particular product. From last August and September to now, this is the end of 2007, after I return to reflect the product. Probably 07, 2008 that two years, I still more concerned about the product, the product personally stare, 2009 did not start to stare product. Today we say seriously open product launch, you say 798 is a fashion place, so we did not choose to open National Convention Centre national conference, we have chosen here, which is to simply 798. Our shareholders, Yang Dong what's wrong with it here Question:? If you really want to make products where the customer, why not re-priced higher, but given the price of 100 yuan Ageing:? We have to face a problems in the past where the customer for a while, especially 2009 to 2011, 2010 to 2012 period of time, everyone's biggest criticism is that where the customer where the customer's quality. Where the customer is the basic quality of domestic brand quality. Why is this shirt because of low pricing, we tried to use a highly cost-effective products, shirts, to give our customers an explanation. We would like to get this shirt later, to get it, especially after washed many times, you can feel where customers make products in good faith. Where the customer is basically a user after 85, 90, I think if given 599,299 too high. Where the customer \u0026 ldquo; \u0026 rdquo ;: downsizing staff from 13 000 to 300 people a question: do means more cost Nike Air Max 95 DYN FW quality. A garment little profit, no profit or clothes, it must hit the market through economies of scale. But now with the year where the customer where the customer is not the same, not the large-scale shipments of age, how to solve this problem Ageing: I think it is their \u0026 ldquo; fitness, diet \u0026 rdquo ;.? If today we take a closer look at all the customers, you will find all passengers from a 13,000-person company, become only more than 300 companies. Plus warehousing and customer service is 5,6 hundred people. Where the customer time soon became a big company. When I go back to the product front to see the product team, marketing team look like, I think a lot of people are useless, many people simply do not target, join in the fun. This I was very sad, because the fault is not artificial, it is our fault, we anxious, we rush to the scale, this is definitely my fault. So you mentioned the question of profit, profit first, then be sure to thin. Question: People have been so violent fall, so now people should certainly be a low cost scale. Ageing: Very low. In the past we are talking about traffic, advertising everywhere we vote, we spent so much money into advertising. We put so much focus on marketing events, we reflect on that is wrong. So these two points where the customer toward health must be done. Of course, this process is very painful. You want to reduce so many people, less so much advertising, we would have several offices, are now concentrated in the Yizhuang, this process is certainly very difficult process. Last year, many people ran to scold me, because we moved the Yizhuang. But we also came good year. And I found that good products can not stay in Yizhuang, in fact, we are going the whole of China's wilderness remote places. We're going to re-seat a city two hours by car to go to the partner. Because many factories have opened in more remote areas. Where the customer SKU only 300 Question: Now all passengers aged product SKU number:? All of our new products add color to size, all possible 2,3 one hundred, in the past 190,000. In fact, where the customer really is quickly absorbed Chinese clothing brand industry all problems. SKU you want to heap so much time at the door, when is the pursuit of fast. We discussed said that \u0026 ldquo; the ultimate focus for fast \u0026 rdquo ;, we will soon be done, but focused on the ultimate impossible, 190,000 SKU Where's focus on the need to do it to survive quality Question: Recently a power? Suppliers entrepreneur Liu Shuang (microblogging) to exit the venture, he said that the clothing business is difficult, how do you see Ageing:? Chinese clothing brand line of retreat because we did not catch quality. Where the customer order to the survival and development, it must be good quality, the brand is now in the Chinese market, where customers today like this shirt is not, this is what we re a starting point. We have repeatedly discussed, found that only one thing is not wrong, it is the product well. Say how much to sell. But the starting point is wrong. Because if you do not do it, where the customer in the future and all of today's Chinese clothing brands, both die. I have so many colleagues, we talk together in this matter, we are reluctant to use the Chinese brand products, it is also very distressing thing. If it was not doing millet phone, the same problems will exist. I'll never forget 2009, 2010, Lei Jun every time I see that we have brought bags, each bag 20 and 30 are installed phone. Millet phone from a product perspective can say this is the study of the faith. The whole network clothes are no exception lynx garbage Question: Where the customer has just founded, China needs to free electricity supplier brand products brand, where customers timing is very good. Today, this position where the customer is still there, whether China needs to brand electric provider Ageing:? I say today, the whole network of clothing (including Lynx) are the garbage, and some people refuse to sell proud. Users do not need garbage, if we do a thing, and this thing has enough money, why users do not need it. I now do a product as the goal. And how many Chinese people accompanied by Chinese and white shirt, and how bad are those sectors where the white shirt. Its market is very large. Special surprise we have been asking from all channels in asking this shirt Chinese brands have no one to do? No one did. Because I think a shirt cost more than 50,60 yuan much. Because they markups in there, and now the general shirts are 7-8 hundred, are 20 and 30 times the rate of increase. So the cost of this shirt stood there, tell you, it is more than 100 dollars. Lei Jun said the two of us sat down again, and can not be considered gross margin, gross margin was a fake, he thought, he said, a long time before I put my persuasion. Made in China piled in the entrance where customers ask:? Where the customer is past the size and volume management, inventory had suffered losses, the new out of the shirt, how to avoid detours before you go how differentiation in inventory ? Ageing: We used to do a few hundred color category, this thing certainly can not do. Then we began to discuss and partners, according to the inventory of the production cycle to do the back section. We hope to do a weekly (7 days) to count. 2015 Latest Nike Shoes During this time I visited suppliers and partners, the biggest problem in the past where the customer is that some categories do so much color, a color the cloth open a few hundred meters, which Kengren. A few hundred meters of cloth to open up huge high cost, a few hundred meters of fabric dyeing, this is wrong, this is what hurt both sides. So the biggest problem is the last stock disadvantage where customers do too much. Where the customer has just started, when all of a sudden up one hundred thousand shirts no problem, much later do something, which is the root out of control. I said, basically made in China where customers piled in the door, it's horrible. It is precisely those three years, 2009, 2010 I left the product, we talk every day with my model, about growth, and later founding team where the customer says, what can I? Where the customer wants to save, do we To go to the front, a detail a detail stare. I wrote a speech written more than 20,000 words, so there are a lot of stories, more than ten years have not written more than 10,000 words of things, the time to write is a tragic history. There are many stories are not talking about today, especially during the many stories particularly funny. For example, we know that Nike Free Mens buttons, but why should this button? I do not know. We have many products are made in the traditional system for decades. Later we found so purists ask products, was the first in the history of Chinese clothing every guest. I have a colleague, before the addition of a brand and later to any customer, we go there partners, partners say, how this child how they change over the years, and how every day in our factory to stay? Either before or at any customer other brand, are to an hour, the product out, looking at it, she said it was great, on the next one. I heard the most horrible thing is a boss told me that, where customers do business better what extent? Well do not dare to do it, because a message came on the next one, and people are faceless. 2011 is not Air Jordan 13 the heyday of the bubble period but Question: Recently several executives and electricity supplier chat, they all feel very sorry for all the customers, where customers feel they missed the best time. Product positioning is not consistent with the current electricity provider, tension is a bit too much, you will not have to worry about aging:? Where the customer has also been touted as such a long time. When the product stacked Air Jordan 5 as it was a bubble, then it's no beauty, but at that time we did not address this issue in mind, because in 2011, when up to where the customer SBU, user complaints about the quality has been very much, and we especially love to use Where the customer is a word called the most prosperous period, the peak period made the heyday of junk called? So do not say I missed something, I want it to go on what will be missed.