The Battle Between Wen Qing And Chen Lei Jun

When 46 years old, wearing a black T-shirt, a pair of canvas shoes, and a middle-aged uncle's unique belly, there is always a pomleway illusion of fashion and fashion.

Since its establishment in October 2007, it has lasted for 8 years. No matter how dramatic the sales growth has gone, Chen and fan have always been the focus of the news: "all objects" have been popular for a while; when the oldest years are 190 thousand, SKU, more than 50 categories, more than 10000 employees, etc. These are the brilliant footnotes of the past, which have become the reasons for self mockery now. This is indeed somewhat unthinkable.

Such a detail may help the outside world understand the old age.

In 2010, after the "object", in 2012, the advertising words of fan's marketing were replaced by "spring, it doesn't matter."

At that time, Fan Cheng pin was controversial because of the frustration of IPO, and the loss day was over.

Looking back now, if we say that in 2011, "all objects" set off the pace of expansion of all customers, in 2012, Chen had seen many hidden worries brought about by the expansion of customers, but Chen did not focus on products of customers, but still worked hard in marketing and advertising copywriters.

Chen has described in detail the birth process of this text. In March 2012, Chen suddenly woke up on the road to climb the Mangshan Mountain in Beijing suburb. There was a text message on his cell phone: "there's spring, no fear." Chen liked Haizi's poem: "spring is my quality." So, he immediately cling to the board, and the new advertising copy is used to represent his voice.

From this detail, it is not difficult to see the essence of the old age. Compared with businessmen, he is more like a literary youth.

Chen's real name is Wang Wei, but like all cultural people, he is more willing to use his pen name in public. He once worked as a publisher editor, founded a cultural publication, and participated in founding excellent network in 2000.

As Wen Qing, old age sells books. In 2000, the "big talk Westward Journey" sold nearly 10000 sets in one day. In 2001, the Tintin Adventures of 550 yuan sold more than 5000 sets in one month; in 2002, the new album of ten thousand old wolves sold in one week, and even the unpopular books such as the complete works of Qian Zhongshu were sold hot under the old "packaging".

For the sake of excellence, Chen had 15 years of friendship with Lei Jun. When the excellent network was sold to Amazon, he consulted Lei Jun when he started business again. There are many twists and turns in the process, but in the end, Chen founded all the guests and was supported by Lei Jun. And when all the guests are sleepy, Lei Jun also speaks frankly.

According to Chen's own recollection, Lei Jun first started with "we are still not brothers", and then began to complain about the old age and the ills of all guests. After this conversation, the prime minister changed his office from downtown to Yizhuang, and then re polished the details of the product to create the brand.

Since then, Chen has been listening to Lei Jun, Chen said on his own micro-blog, Lei Jun gave 60 hours of old time to communicate and drink together until dawn.

And age and seniority are not inferior. Lei Jun 。 In 2000, Chen participated in the establishment of excellence. He was one of the leading figures in the field of e-commerce in China.

And the present age likes to publicize "do a good job". shirt It's not easy. "Awe of heart" has become a catch phrase. "Lei Jun" has always become a topic that can not be turned around. In short, according to Chen's own statement, he was a little "prosperous and repent", while Lei Jun was more like an eminent monk who woke up the wrong way.

Lei Jun is more like a businessman than the old one. Because of the success of millet, Lei Jun's position in the business sector has risen sharply, and the millet mode seems to be omnipotent. But the same thing about Lei Jun and Chen is that two people have never been product managers.

According to industry analysts, Lei Jun's product consciousness is not strong, even if Lei Jun has seven words of "focusing on word-of-mouth."

When Old It is doubtful if Lei Jun's advice to Chen is helpful when he is faced with the crux of the product.

In fact, in 2012, Chen knew at that time that products were the biggest weakness of everyone, but his focus was still on advertising and marketing. The quality of the old Wen Qing has not only made the marketing of customers and objects, but also the root cause of the "no products" of all customers.

There are marketing, no products, this is the biggest crux of any customer. But without real lows, there will never be any real awakening.

In the second half of 2014, customers have completed a new round of financing, amounting to more than 100 million dollars. It is reported that all customers round the financing by Lei Jun led investment, IDG, LIAN strategy source, Sai Fu, Qiming, Temasek, CITIC, and Tong and other shareholders are involved in the current round of investment. It is reported that the completion of the new round of financing has ensured the efficiency and quality control of the entire production and supply chain of product design, raw material selection and factory production.

Overall, after nearly a year's preparations, all customers in 2014 substantially reduced product categories and styles. At the same time, with the goal of improving quality and making top quality products, a series of high quality single products, such as sweaters, T-Shirts, shirts and sports pants, were launched in spring and summer this year.

In this way, after all the real pain, customers really return to the "product" of the initial heart. But from the point of view of the products of all customers, the essence of fashion is far away from the fashion of civilians.

No one can give us an answer, but at least there is still a glimmer of hope for all the customers who have not fallen.

But judging from the temperament of a leader, it is a reflection of the process from the brilliance to the decline.