Business competition is fast and fierce.

Wen Xiaoguang was still on the way back to Zhonghai, and he kept receiving calls from Chen Bei, saying that the content was very simple, Chen had begun, and Vanke had also begun.

In 2009, Vancl's image was not bad, but they began to experience a decline in quality due to the rapid expansion of their product categories. Sales of 100 million rushed to 2 billion, and everything was sold.

The rapid decline in Vanke's reputation is because of the decline in quality, at the beginning many people were attracted by its Internet marketing, and the widespread reaction after buying back the clothes was: the clothes are too bad, and the shoes are worn a few times.

In fact, this is not his problem, at least not that he is not aware of this problem, but the impetuousness made in China in this era, so it cannot be solved without being ruthless and spending money.

This is also why Wen Xiaoguang chose Japan, objectively speaking, this country has a deep hatred with us, but in some aspects, there is indeed room for improvement.

For example, the pursuit of excellence in process design.

After Wen Xiaoguang put Bai Qinqin at school, he immediately drove back to the company with Ren Zhijie.

Everyone was waiting for him.

Chen Bei even went out, he thought he would see a very serious Wen Xiaoguang, but he didn't expect this person to smile and smile.

"Mr. Wen, are you still smiling at this time?"

"Vancl is helping us, why don't you laugh?"

"What? Helping you?"

Wen Xiaoguang's first sentence when he entered the company was also very simple, "Let's have a meeting, record a video, this is a meeting of key significance." ”

He turned around and patted Chen Bei, "You'll understand after listening to me." ”

Recently, some people have been expanded, and the whole company has been on the 20th, crowded in the room, full. Small companies don't have so many politeness, and they start with the beginning.

"What about the strategy adopted by Vancl, let's talk about it first. Wen Xiaoguang sat in the middle and said loudly.

Chen Bei opened the folder, "In the morning, Vanke's mall began to do activities, and carried out a relatively large promotion for white shirts and canvas shoes, buying five shirts not only has a preferential price, but also gives a belt, buys ten pieces to get a belt and tie, and buys fifteen pieces to give a razor. ”

Everyone's faces are a little serious, this is menacing, really scary.

Chen Bei said: "This is a completely loss-making business, and the purpose is clear, people in white shirts basically need belts, ties, razors, these things, and on August 1 last year, Vancl completed the C round of financing, with a financing amount of 30 million US dollars." It's 10 times that of us, and although it is estimated that it has been almost spent in the past year, their statements should look good this year, and it is foreseeable that they will have a relatively smooth Series D financing in 2010. At present, our situation is grim and does not allow for optimism. ”

Wen Xiaoguang looked at the nearly 20 people sitting below with his eyes.

"I have always been doing my own thing, I have always been very clear about the company's positioning and development, in fact, it has little to do with Vancl, so I don't start with him, saying that we are good products. ”

He is full of confidence in his words, everyone can be frustrated, he can't, because he is the leader.

"What are we going to do? It's a question that has to be thought through. ”

Wen Xiaoguang waited for a few seconds, and then said, "Actually, the answer is very simple, Uke is to make high-quality mass products, the media say that we are like Vancl, in fact, if you want to say that it is like, I think it is more like Muji, so I hope everyone will change, we are not simply using e-commerce, taking offline clothes to sell online, what is the point of starting a business?

Several people pursed their lips and chuckled.

"This time I went to Xianzhou, and all the suppliers were mentioning the word 'standard' to me, saying that the products on the show definitely meet the national quality standards, and even the European quality standards, I believe, I also know that Vancl is the same. ”

"But I don't like these four words, I want the four words 'user experience', and Youke wants the next four words. What is user experience?

"What's the difference?" Wen Xiaoguang then threw out the question, and he replied himself, "I'll give you an example, everyone has done the subway, and when you take the subway, you reach out and grab the handrail." ”

Wen Xiaoguang made a one-handed upward movement, "A shirt that is really designed with the user experience in mind, when you do this action, the shirt will not be pulled out of the pants, but it will be a mortal's, I really bought it and tried it." ”

"People barely pay attention to this subtle difference, it looks like it doesn't change anything, what if it falls out, it's not all over again, and the quality of the shirt is fine. ”

"I don't understand it that way, I think it's called conforming to standards without user experience, and there's a subtle difference in our way to win. Wen Xiaoguang knocked on the table and said this.

When designing a shirt, add a half-lining under the collar to keep the neckline structured......

6 folds are pinched out at the cuffs for a better fit on the arm......

......

Wen Xiaoguang admires this group of craftsmen and designers, a torn shirt can be studied to this extent, but sometimes such people are really needed.

One person spoke, "Mr. Wen, the problem is, few people will really realize these details?"

"I know, but I will insist on doing this, insist on making good quality products, this is not easy, you can conclude now, this is a protracted battle, the next year, we will grow slowly, the last month of the grand occasion is difficult to have, the next two years, we will have a clear difference in word of mouth and Vancl, and three years later, Vancl exists or not is another matter. ”

He's not fooling, he's really convinced.

And three years later, Vanke was gone, and it should have been said that in 2010, it disappeared at the speed of light, existing in name but actually dying.

Good quality products will slowly grow in word-of-mouth, and Chinese consumers and netizens are not stupid, but it will take time, and one day, it will usher in an explosion in the future.

"Then as you said earlier, Vanquer is helping...... What does that mean?"

Wen Xiaoguang remembered, and he first asked, "Everyone has a comparison mentality, right?"

"Yes. ”

"In fact, our competition with Youke, who wins and who loses is not the sign of sales or anything else, but when we establish in the minds of consumers, Youke is slightly more expensive but of good quality, and Vancl is cheap and of poor quality, they will end. That's right, they're cheaper, but is there a difference between 28 and 38? ”

Chen Bei looked stunned, this is special, it's murderous!

He thought that the quality of the product was enough, but it was actually uncomfortable to wear, so the result was not the cheap and good quality he thought, but the old saying that people trust more: a penny, a penny. ”

"I was thinking, I can't fight for capital, I can only find a way to highlight our quality characteristics, this method is not easy to think, and now he is so aggressively reducing prices, which is equivalent to giving it away for nothing, what is it if it doesn't help us?"

Wen Xiaoguang's logic is indeed a sight to behold for all employees, although it is a bit abnormal, but it can be regarded as a different way, maybe you can find a way.

But Chen Bei was a little worried, "Even so, this kind of promotion of Vanke will definitely affect us." ”

"Of course, other people's methods are also methods, don't always expect others to have no effect at all, what is the basis for real money to be smashed? Our data decline is certain, but we also have 20 million funds in our hands, and we spend the money finely, and resolutely do not expand product categories indiscriminately, so the increased sales are meaningless. ”

Why did the 10 billion target kill this company? Because they use this sales target to extrapolate how many categories they need to expand, how much inventory they need,

This means that what you sell to get that number up sooner is what you sell.

......

......

After the meeting, Chen Bei found Wen Xiaoguang.

"Let's just carry it, you said on the phone before that you were dead, but you didn't talk about it at the meeting, what is it?"