Old Age: It'S Not Easy To Do Word Of Mouth.

In the end, he drew out a paper box, which contained all kinds of black T-shirts, which he bought, including UNIQLO, ZARA and customers.

Chen is a black T-shirt enthusiast. He takes them from his home to the company. He wants to discuss with his colleagues a question about why the black T-shirt is sticky.

"I hope the black T-shirt is not sticky, and I can see that water cotton can do it."

"One piece.

At the time of the press conference, he wore black water and soft cotton T-shirt.

Now, the T-shirt is hanging in the bedroom of his office.

Working too late to sleep in an office is a habit that has been formed for years.

Nowadays, he often sleeps in the company because he has a product meeting.

Specially emphasized that canvas shoes are not yet ready.

"If there are three or four users who say this pair of shoes is not good, I think there is still a problem, so I will not talk about it."

Including Lei Jun, everyone's shareholders began wearing formal 80 shirts with no iron shirts on formal occasions.

After the last meeting of shareholders, he took the samples and shareholders began to fight for clothes, which made him proud.

Before going to Dongguan, van guest has just received a group purchase order from the Yangtze River Business School and Microsoft.

"I am really happy."

"I'm looking at products today."

Chen emphasized again that 5 years ago, he thought that UNIQLO was no fun, but today, UNIQLO is becoming the school uniform of China.

"Do people rely on advertisements? They rely on word of mouth."

But it's not easy to do word of mouth.

When deciding to "start a good shirt", everyone in the room is helpless.

What does the new product do, who does it, what is good, what is not good? No one knows.

"What is long staple cotton, we do not understand.

Also dizzy, everybody does not study this thing. "

Finally, Chen decided to run every factory in China with every product manager.

In the second half of the 2013 year, Chen began to frequent suppliers.

Because most factories are in remote rural areas, they usually have to sit for half a day after getting off the plane.

Some people thought it would be very easy to go on business trip with Chen, but they found that the actual situation was running on the production line every day and after meeting until midnight, some people chose to resign.

Some executives feel that focusing on a product and abandoning the scale are not compatible with their ambitions and choosing to leave.

In Ningbo, Mr. Chen learned from a supplier that Ji Guo Wu was a shirt expert, so he decided to visit him in Japan.

The first time I saw Ji Guowu was in Tokyo.

A small company and an old man looking at the head at a glance will be disappointing.

For a long time, he decided to go and see Ji Guowu at Renji's factory.

After seeing Chen Chen, he was very excited.

Later, he commented that he thought he was selling some clothes like his own brand, but he did not want to make a good shirt.

After the trip to Japan, the product team was pformed.

He made all the remaining 200 employees into product managers, bought a pile of books, began to understand cotton, reorganized the technology, and even found several graduate students, and set up a group to write a paper.

Now, Chen asked customers to make products with words and substance.

He remembered Shen Changwen told him that writing is nothing but a matter of speech and reason.

He even felt that the essence of making products is the same as that of writing articles.

Ji Guowu comes to a fan once a month and sometimes goes directly to the factory.

More frequent is the Kimura Shu team, a half month to every guest, once a week.

Kimura Shu had worked in UNIQLO for more than ten years. When he joined UNIQLO, it was around 1998. It was the period when UNIQLO began to pform. Previously, UNIQLO was considered to be a cheap but poor brand in Japan.

Kimura Shu felt that he had seen the shadow of UNIQLO in the past.

After finishing the 80 non iron shirt, I feel like I am walking out of the smoke.

"Today, in China, I must know a shirt more than anyone else."

In November 2014, van guest raised the price of 80 ironing shirts.

"The cost of this shirt is really too high."

Chen said that after adjusting prices, revenues began to support the company's operating costs.

At first, for the price of shirts, Chen and Lei Jun discussed it for 3 months, and finally set the initial price at 129 yuan.

When the price was announced, it was opposed by other colleagues in the company, which was a loss making business.

However, Chen hopes to convey sincerity first and turn around the word of mouth with good products.

In changing the focus to product quality, customers also changed the marketing strategy.

In recent years, we decided not to put any brand advertising on the market, but to rely on word of mouth to drive sales.

Chen opened the fan H5 page on Millet mobile phone, opened the comment on the product, and proudly said, "there are more than 200 comments under a white shirt, some of which are very interesting."

In the morning of November 7th 2014, Chen also talked with Lei Jun for more than an hour, mainly discussing how to teach his old assistant to write micro-blog.

Chen began to focus on word-of-mouth. He began interacting with fans on micro-blog, and sometimes spent four or five hours a day on micro-blog.

"We don't advertise. Basically, the product feature is good and no one is watching it."

Ji Wei, who is the head of marketing, said that the rate of clicking, conversion and so on for the KPI assessment of marketing departments were also invalid.

The marketing department must take part in the entire research and development process of the product before they can start their work. They are all required to try out the products of everyone.

But wearing snow boots in the streets in summer is often considered neurotic.