"New brand?" Zhuo Qing'er and Ran Feifei both looked surprised, obviously unable to keep up with Yang Dongxu's thoughts.
"New brand! New brand of clothing. Huaxiu, as you all know, is my company. Jeans and silk series are very popular now. And after my contact with those international clothing brands during this period, I decided to create my own brand. It’s also pretty good. Especially in China, there is no mention of the rise of national clothing brands, so the country will also provide support in this regard.”
Starting his own clothing brand was not a random decision on his part, but something he really wanted to do. Why can the same quality be sold at a high price just because of an OEM? And in the end, most of the money was earned by foreigners, which must have been uncomfortable for him who always liked to eat alone.
"I don't know how to do this at all." Zhuo Qing'er refused.
"You don't have to be specialized. Can you learn slowly if you don't understand? In fact, there is nothing to prepare. All you need to do is find an office location and find a few designers with real talents and knowledge. Once the clothing is designed, it needs to be mass-produced Everything can be outsourced directly and you only need to supervise the quality, which is actually quite trouble-free."
When it comes to building a clothing brand, everyone may think of investing in a clothing factory, recruiting workers, and opening a flagship store, among other things.
In fact, if you want to make it simpler, it doesn't need to be that troublesome to create a brand. As long as you have a team of designers, it will be OK. The designed clothing can be outsourced and produced, and the finished products can be sold to dealers. There is no need to open any clothing factories or clothing stores.
Of course, if you want to become bigger and stronger, after making your first money, in order to establish the credibility of the brand, you must have your own factory and a specialty store. But this is something to consider later, and you can also find an agent for a specialty store, you don’t have to open it yourself.
"Is it that simple?" Ran Feifei looked at Yang Dongxu in surprise.
"It's that simple. For example, Yang's Family Banquet is very famous now. If you want to, you don't have to open it all by yourself. You can find an agent, collect the agency fee, and provide model training to others, and then you basically don't have to worry about it anymore."
"Isn't it easy to get into trouble if you do this?" Ran Feifei is obviously not the Ran Feifei she used to be. The years of managing the Yang Family Banquet have trained her ability, allowing her to see the disadvantages of this kind of agency at a glance.
"It depends on how to manage it. Good management is quite helpful for expanding the brand's market share. But Yang Jiayan doesn't have to be so anxious. You can do it step by step according to your ideas. After all, there is a difference between agency and self-operation. At least self-employment can make the final decision, while agents sometimes involve too many things.”
Ran Feifei nodded, and also felt that if Yang Jiayan did not lack funds and was not so urgent in terms of time, it would indeed be better to operate on his own than through an agency.
"Do you think this is how to build a clothing brand?" Ran Feifiti Zhuo Qing'er asked the question she wanted to ask.
"Agents still need to be cautious. After all, there is no professional management team to review agent qualifications. Sometimes it seems to occupy the majority of the market share, but in fact it is almost like a bubble and will not last long.
So this matter can be put aside first. We can first position the brand clothing, such as whether it is a sports route, a leisure route, or a workplace route, and what class of customer base it is targeting.
Then form a reliable design team and come up with several more popular styles. Huaxiu takes care of the production, so there is nothing to worry about. Therefore, if the marketing strategy is well done, a brand will basically rise instantly. "
"How are you going to do marketing?" Ran Feifei couldn't help but become interested.
"It's very simple. Just advertise in a crude way. Give the brand a more Western name, and then directly invest millions or even tens of millions to advertise on TV and newspapers. And invite celebrities, even overseas celebrities, to endorse it. As long as There is no problem with the product quality, and the publicity is up to par. Basically, the first step of the brand is completed.”
"Tens of millions in advertising fees?" Zhuo Qing'er took a breath.
Although the business of this clothing store is very good, and it also represents several international brands, it has an income of several million a year. But after spending tens of millions on advertising, she felt that Yang Dongxu was crazy.
"This is just the preliminary advertising fee. If you want to continue to be popular, you need to spend this amount of advertising every year, and you need more celebrities to endorse and various marketing methods. In the future, advertising costs can account for half of the company's expenses, or even higher. OK."
"If we spend so much money on advertising, can the company make money?" Zhuo Qing'er asked.
"Why can't you make money? If you spend a lot on advertising, you will sell more. Even if you can't sell it yourself, you can rent out your brand to others for OEM fees."
"Isn't this a lie?" Zhuo Qing'er immediately refused.
"Your thinking is a bit..." Yang Dongxu scratched his head: "Let's put it this way, what makes a brand money is not what it sells, but the popularity of its own brand.
For example, the same piece of clothing is exactly the same in terms of workmanship and fabric. But as long as it is trademarked by Nike or other famous brands, it can be sold at three times or even more than the original price. This is the brand effect. "
"It still feels like a lie. Why can something of the same quality be sold for so much more just because of multiple trademarks?" Zhuo Qing'er still disagreed.
Yang Dongxu was completely speechless at this moment: "I really don't know how you opened this store without losing money."
"Stop showing off those crooked concepts of yours. We young people are honest and kind, do you know? That's as much as you are." Ran Feifei glared at Yang Dongxu.
"Why do I have so many tricks? The operating model of all brands is like this, okay? What they sell is brand value, and product quality is second and brand first." Yang Dongxu was very unconvinced.
"That's a scam." Ran Feifei made the final comment directly.
Okay, now Yang Dongxu really doesn’t want to say anything.
In order to retaliate against Yang Dongxu for teaching bad guys, Ran Feifei took Zhuo Qinger on a big shopping trip before eating. And what I bought was not gold and silver jewelry, but clothes in the mall.
This made Yang Dongxu even more confused. He obviously sells clothes and manages several international fashion brands. If you can't choose clothes in your own store, why do you have to spend money to buy them in other stores?
And neither Ran Feifei nor Zhuo Qing'er would give him an answer to this question. The two of them were very happy shopping hand in hand, and they used him directly as a coolie.
When I ate, I showed no mercy. When I went to a high-end Western restaurant, I ordered the best steak and even opened a bottle of wine that cost tens of thousands.
"If you want to kill me, just go to our store. Wouldn't it be more enjoyable for you to go directly to the table worth more than 100,000 yuan?"
"The store is yours, no matter how much you pay, it's equivalent to making money for you, which is equivalent to a discount. Besides, it's a waste if three people can't finish the noodles at one table." Ran Feifei replied without any hesitation.
Yang Dongxu was completely choked and didn't know what to say? Why don't you spend tens of thousands of yuan to eat Western food just to eat this little thing?
"By the way, what do you think about the Yang Family Banquet also opening a Western restaurant?" Ran Feifei asked.
"Why, do you think the fourth restaurant is more upscale?" Yang Dongxu asked with a smile.
"This is a common impression among Chinese people, and there is nothing hard to admit. And I always feel that if Yang Jiayan wants to go out, it will be a matter of time before he dabbles in Western food." Ran Feifei said without hiding anything.
"I can only say that your feeling will be correct for a period of time in the future, but it will not be correct in the end."
Ran Feifei looked at Yang Dongxu and didn't understand what he meant for a while.
Yang Dongxu continued to speak without explaining anything: "Well, now there are basically branches of Yang Jiayan in several big cities in China. For the time being, let's hold on to the domestic expansion. Since we are doing the top positioning, we definitely can't open them all over the streets. It’s all downgraded, let’s open a store in a foreign country in the second half of the year to test the waters.”
"In which country are you planning to open a store?" Ran Feifei was not surprised at all about opening a store in a foreign country. Obviously, this plan was included in Yang Jiayan's expansion plan.
"It's better to be farther away. Japan, a nearby country with investment value, is originally influenced by Chinese food, and its catering is good. South Korea has a special liking for kimchi, so we won't bother you for the time being. So we will drive to Europe and the United States, um... ...Or choose between Britain and the United States. One of these two countries only knows how to eat potatoes, and the other has all kinds of burgers that make people speechless."
"Choose America. I always feel that the British are too old-fashioned." Ran Feifei thought about it and made a choice. Apparently he had done research in this area before.
"Then choose the United States." Yang Dongxu nodded.
"Opening in Chinatown, New York?"
"No, the store is in New York but not in Chinatown. Let's find a good place and open a larger flagship store." Yang Dongxu thought about it and said.
"Cooking foreign Chinese food?" Ran Feifei asked. Having done research, she obviously knew that foreigners and Chinese people have different tastes.
"No, let's make authentic Chinese food. If we don't have some ingredients that can be flown directly from the local area, we won't make any changes to the taste." Yang Dongxu shook his head and said firmly.
"Isn't this difficult to manage?" Ran Feifei asked in surprise.
Since she has seen the problems of authentic Chinese restaurants operating abroad, it is obvious that Yang Dongxu cannot fail to see it. Since she saw it but didn't change it, she couldn't figure out what the always shrewd Yang Dongxu meant.
"It's not easy to manage, but it depends on the strategy. Let's choose the location as I said. In short, we can do whatever it takes to be high-end. We can just contract a piece of land to build a flagship store. In short, everything must be top-notch, and the Chinese food must be absolutely authentic. Let's It is the top Chinese restaurant in New York and even the United States, a Chinese restaurant that is more awesome than those Western restaurants."
"How to recover the cost?" The current Ran Feifei is obviously not the same person who just did it immediately if Yang Dongxu said anything, and didn't know how to put it in her heart to ask. As the head of the Yang Family Banquet, she has begun to have her own code of conduct.
This code of conduct does not mean that she wants to seize power from Yang Dongxu, but that as the leader, she needs to consider the interests of the Yang family rather than just being a yes-man.
"Starting from selling steamed buns in the morning." Yang Dongxu showed a mysterious smile on his face, and then he couldn't help laughing. But thinking about the environment here, he quickly endured it.
But looking at his shaking shoulders, it can be seen that he seemed to have thought of something funny and was having a hard time enduring it.
