age change

The old age standing in front of the photographer's camera, as predicted by his colleague, full of energy, full of self-confidence, and leaning in the elevator half an hour ago, looking tired, Great contrast. As the founder and CEO of Vanke Eslite Technology Co., Ltd. (referred to as: Vanke), when Vanke developed for 3 years and grew from zero to a scale of 2 billion yuan, Chen Nian worked hard to communicate to the outside world with his own body and words. , "I don't fight fires in the company all day as you think. I often look around and look for some opportunities." However, he also revealed that he couldn't help himself. "Most of the time I was surrounded by Everyone (subordinates) dominates, and I hope to shorten the time that is dominated."

Old age's desire for personal time and space is well-documented. In 2006, he was a "cat" by himself for a few months and wrote an autobiographical novel "Return". However, after the novel came out, his first venture, "I Have a Network", which dealt with online game props, also ended without a hitch. The brilliance before aging is more displayed on the Joyo.com platform. As one of the pioneers of Joyo.com, he once made Joyo a smash hit by selling best-sellers and giving big discounts, and he was once known as the person who "creates genes for Joy". After several years of ups and downs, when I founded Vanke, I only had one thought in my heart, that is, to prove that I can do it. However, three years later, Chen Nian is relieved a lot, "I don't take myself seriously anymore. When Vanke is getting bigger and bigger, the only thing I can do alone is (the bank before starting a business) to write a manuscript. , and the rest, I can't do it alone."

Although it has reached a scale of 2 billion, Vanke is still a "small" enterprise in the start-up stage. When the bosses of most small businesses are still thinking about how to control the business to survive, Chen Nian is already warning himself not to become a blocker of the (high-speed development of Vanke). Delegating power has become his main management style at the moment. However, as he gradually delegated power, he gave the impression of being "more confident" to the people around him. "You haven't seen Aged for two years, right? He is more confident than before," one of his colleagues told me. "Isn't he also very confident before?" I said in surprise, "Now is different from before. Now it is the kind of confidence that is more accumulated and supported." According to Chen Nian's own interpretation, his confidence comes from the fact that he has clearly understood the future development direction. "After seeing the road clearly, the layout should be laid out, and professionals can do it."

His Calmness, rational self-confidence, letting go and many other changes have all unfolded one by one in the rapid development of Vanke.

From confusion to clear direction

Two years after the founding of Vanke, the sense of direction can only be achieved after ageing. Before, he was always confused, "I was talking nonsense every day, thinking hard about some new concepts to 'deceive' everyone." In April 2010, Chen Nian finally "thought clearly" and "see clearly" about Vanke's The way out is to be "fast fashion, civilian fashion". That is, "resolutely hit the price to the right level, to be a brand that pursues cost-effectiveness".

Others make brands and pursue the brand premium. They must use the brand to sell the product at a higher price, while the aging is reversed, and the price must be kept as low as possible under the brand's signboard. For example, the previous price of one of their shirts was 99 yuan. Driven by this brand idea, the price was reduced to 88 yuan. Similarly, they also set the price of the T-shirt at 29 yuan, which is close to the cost. This alternative brand approach has attracted a lot of doubts. A friend of Chen Nian even said, "Why is your T-shirt priced so low? I can't wear it. If you set it at 2,900 yuan, I will buy it." Chen Nian He replied, "It is set at 2,900 yuan. Even if 10,000 people buy it, I can only make 29 million. If it is set at 29 yuan, if I can attract 10 million people to buy it, I can make 290 million." 290 million yuan is just The real money that can be obtained through aging, and the 10 million customers are the resources he cares about, and they can contribute more 290 million. In addition to presenting such economic accounts, Chen Nian also said to people, "I am a peasant and poor family, and I may only be able to make such a brand for the common people." In the early days of fame, Chen Nian used to dress up in an international famous brand, but Now he has become Vanke's perennial "model".

The reason for such a change in thinking is that he changed the imitation object from PPG to H&M, ZARA, etc.

PPG, a once-popular Internet clothing channel, is a role model for the creation of Vanke. When the role model encounters problems and gradually declines, Chen Nian and his Vanke also lose their way. Fumbling in an unfamiliar and navigating e-commerce sea, one can imagine the confusion of old age. "Have suffered a lot and paid a lot of price," he described in an understatement afterwards. Fortunately, he finally found new imitators H&Ms in the torment and persistence.

H&M, ZARA, etc. are all fast fashion brands that are popular all over the world. Their business philosophy is to take into account popularity, quality and price. They make clothing into fashionable consumer goods that need to be constantly eliminated and replaced instead of traditional ones. durable goods, and drive this rotation with parity.

In April, when Chen Nian saw an H&M billboard on the streets of Beijing, when he saw that H&M wrote the attractive price directly beside the model, he had a feeling of being lit up. : "Isn't this what we've always wanted to do!" When the excited old man returned to the company, he asked people to ask the price of the street sign advertisement, and launched the first batch of H&M style before the peak sales season in May. Similar advertisements, there is no text, no brand logo, no phone and website, just a model with the price written next to him or her. When they put the price of 29 yuan on the advertisement, they established a similar way of civilian fashion with H&M.

From "I have the final say" to "You decide."

In the first few years of Vanke's establishment, Chen Ying was also a manager of every detail. From big to product and service strategy, to product style, to small product packaging, it all comes from him. Even in the second half of 2008, Chen Nian still implemented a strong "no-argument" culture internally, "If you give me your opinion, I will consider it, but you must do what I say." However, with the scale of Vanke Unexpectedly, with the online launch of VJIA with old and new investments, he began to consciously downplay his strength, and sometimes even simply told the team "you decide."

For such a change, Chen Nian explained, "Before Vanke was facing the challenge of survival, and everyone was not clear about the development prospects, so I had to have the final say." However, when Vanke entered the rapid development The risk of making a decision by one person is getting higher and higher, "For example," he gave an example, "When we moved to this building in 2009, we had already signed the third floor, but I said, 'It won't grow so fast , just sign two floors.' As a result, it's less than a year, and we don't have enough space. With prices so high, we had to talk about two more floors. This was the worst decision I made last year." So In order to avoid similar mistakes, Chen Nian has become more and more cautious about the exercise of his veto power.

For the new business model VJIA.com, the old age is more let go. VJIA.com is a brand clothing agency platform invested by Chen Nian in his own name. It is independent of Vanke, but shares an office building with Vanke. The members of the VJIA entrepreneurial team are all from the old "dream" team. Together with Chen Nian, they moved from Joyo to Vanke. Chen Nian has always believed that the reason why Vanke can avoid the misfortune of PPG and succeed today is that it has such a long-term cooperation and tacit understanding of the team. Therefore, when Chen Nian caught the VJIA business opportunity, he immediately formed a new entrepreneurial team with these most trusted people, "We know each other and let them do this, I can imagine the biggest mistake they can make is What, therefore, this is the safest choice." Sure enough, after such a team launched VJIA in May, it quickly brought a great surprise to the old man, "It sold over one million a day, and I was stupid sitting there at that time. ." Chen Nian thinks that this performance is enough to prove the ability of the team, "They have already achieved this level, what else do I have to 'nonsense'!"

Chen Nian is more than anyone else about the state of mind of the entrepreneurial team. learn. He has suffered from doubts when he was entrepreneurial excellence, I have a network and Vanke. "When Fanke was in his first year, PPG died, so everyone said, 'Your role model is dead, how long can you live?' In 2008 and 2009, some people predicted that I would be finished." Chen Nian thinks These questions from those who stand on the periphery and do not know the truth will more or less interfere with the thoughts and emotions of practitioners. Therefore, I am not in charge of the VJIA business, and I do not want to let my inattentive words affect the team's thinking, "My words will have a great impact on them. They are on the front line and should have more say than me." , Chen Nian also believes, "The more you let them play independently, the less they dare to neglect. For the future of VJIA, they are more concerned than me." The team let go so much, in addition to trust, there is also a hard indicator to endorse, that is data. "The data on the Internet is too powerful. Whether someone is doing their best and whether they are successful or not, the data can tell everything." The VJIA team reassured Chen Nian with its sales of one million yuan a day. After establishing the development direction of Vanke, Chen Nian also relies on data to authorize the team.

Like other start-ups, Vanke has also introduced professional executives to a certain stage of development. However, unlike many companies, Chen Nian did not encounter the collision between professional managers and entrepreneurial teams. "We are here to eliminate professional managers. You have to start a business first. This year you manage a product line and operate a fund of 100 million yuan. Next year, you will manage 200 million yuan. This is not the development space and achievements. Based on this premise, who is not willing to devote himself to it!" Therefore, Chen Nian does not need to reason with his subordinates. Whoever creates a bigger stage will get more authorization, and the authorization for managers , he does not have to rely on any means to restrain and control, because everything can be reflected in the data.

However, it's not just that, Chen Nian is a hand-picker. Fanke is facing a more rapid development situation. Therefore, Chen Nian should constantly remind and teach his go-getters how to quickly replicate the team's ability.

A year ago, Chen Nian did not dare to predict that in 2010, Vanke would reach a sales scale of 2 billion yuan. However, in the second half of 2010, he was already saying, "Next year, I will not be thinking about 10 billion, but preparing for 100 billion." Based on such a big dream, Chen Nian's current focus is on It's about team copying, "Not only do you have to copy 5 you, but you also have to let them help you achieve bigger goals. Only in this way can your strength be reflected, and you can be counted as a step forward."

accompanying With the proliferation of such an organization, Vanke's team culture is constantly being revised. In 2008, Chen Nian emphasized that "knowing the root and the bottom is the most valuable". In 2009, he advocated "letting go of oneself", and this year he changed the statement again, "All difficulties are self-limitation." In his opinion, " Those who do not have such awareness will become the roadblock for the development of Vanke."

In order not to be in the way, Chen Nian is changing himself and his team.

Others make brands and pursue the brand premium. They must use the brand to sell the product at a higher price, while the aging is reversed, and the price must be kept as low as possible under the brand's signboard.

Chen Nian is not thinking about 10 billion, but preparing for 100 billion.