Since he wants to build a large clothing business and support large-scale exports of foreign trade, Gao Jianwu does not consider high-end clothing at all now. There is no way. High-end clothing focuses on branding, and if you want to create a high-end brand, it cannot be accomplished overnight.
But the middle and low-end channel brands are different. These can completely increase their popularity through short-term advertising. They use a large sales volume and rely on small profits but quick turnover to open up the market. .
According to this idea, Gao Jianwu has no choice but to target the blue-collar worker market in America. The first priority is to create market space for jeans clothing.
He has been to the Americas and has some knowledge of the clothes worn by local blue-collar workers. In this era, denim has been around for many years. Among them, blue work clothes made of denim materials are still very popular. However, as daily clothing, blue work clothes styles It's still a bit too dull and has no fashionable vibe at all.
So it didn't become one of the popular costumes.
In Gao Jianwu's original time and space, denim itself was a popular category of fashion clothing for young people. Even though Gao Jianwu knew nothing about clothing design, he still remembered very clearly what the original clothing looked like.
He found a clothing designer and a tailor and made several jeans based on the styles in his memory. He immediately amazed the designers and tailors. They were so impressed by Gao Jianwu's fantastic ideas.
With these foundations in mind, Gao Jianwu finalized two main styles as the first phase of export clothing. He also designed the BOSS brand logo and prepared to build this brand into a mainstream mass clothing brand in the West.
For blue-collar workers and young people, who doesn’t want to be a boss? The two styles of clothing that Gao Jianwu recalled through memory are both fashionable styles, but they are not non-mainstream designs. They have fashion elements and the stability of workplace business, and are now regarded as formal wear. It will be all right.
In addition to jeans, Gao Jianwu also customized a batch of 500,000 T-shirts made of pure cotton. Compared with the original singlets, Gao Jianwu's T-shirts were customized in batches, and some patterns and Western text proverbs were added in batches. , the T-shirt suddenly became a culturally meaningful shirt, and was directly renamed a cultural shirt by Gao Jianwu.
These cultural products are completely separated from the category of underwear and turned into personalized clothing that can be worn directly outside.
In this era, T-shirts were originally relatively simple, without as many variations and cultures as later, and the style was also quite single. .
This batch of T-shirts are also branded BOSS and are mid- to low-end.
After producing 1 million pieces of clothing at once, Gao Jianwu distributed these orders. Within a month, dozens of clothing factories, as the first batch of customized clothing manufacturers, went through emergency expansion of production capacity, emergency recruitment of additional manpower, etc., and tried every means to After these garments were produced, they underwent strict random inspections by Yaohua Garment Company commissioners appointed by Gao Jianwu. After eliminating two garment factories with defective processing, these two batches of more than 900,000 garments were shipped across the ocean to the Americas.
There, they have applied for a channel dealer for the BOSS brand and established a company called AB Clothing Group. They have already started advertising in local newspapers and initially promoted the BOSS brand.
New York.
After complete transformation, it is the new base of Mr. Situ's business territory.
"Chairman, can we really sell these many clothes?" Huang Renjie, a close associate, asked Mr. Situ worriedly.
"Renjie, work hard and don't just think you can't do it if you don't do anything." Mr. Situ looked at the subordinates he was cultivating with some displeasure.
"Mr. Gao will never do things without aim. Now that the clothing group has asked you to take the helm, you don't have confidence in yourself. It seems that I have misjudged the wrong person. Let's do this. If you are unwilling to do this, I will replace you immediately. "
"No, no, no, you are, that's not what I meant. It's just that we have never been involved in the clothing industry before, and we really don't know what to do." Huang Renjie heard that Mr. Situ was very unhappy and hurriedly expressed his loyalty. "No matter what the chairman asks me to do, I will do it well."
"Mr. Gao has already sent you all the promotion methods and advertisements. What else do you need? It's simply baffling. We are now transforming into business. Many businesses have not been set up before, and we are doing well now. If it is like this today I'll just pretend I didn't hear you. If I hear you complain again in the future, it will be your fault for not giving you a chance." Mr. Situ said sternly to Huang Renjie.
Now his transition to business is booming, and many industries have reached considerable scale. However, some of his subordinates gradually began to be reluctant to do pioneering work, preferring to sit back and rest on good industries.
Huang Renjie was transferred from Nanyang Foreign Trade Company to develop the garment industry. Unexpectedly, he backed down before he started working properly.
For Mr. Situ, this is not a good sign.
After communicating with Gao Jianwu for a long time, Mr. Situ's vision has improved a lot. The goal that Gao Jianwu told him to become a Wall Street boss is no longer out of reach based on current development trends.
Although the clothing industry is not very impressive now, there are no particularly strong opponents in this industry. But there is no doubt about the space and durability of this market.
For food, clothing, housing and transportation, clothes are still the first priority. Now Gao Jianwu is planning to use the mainland as a base for clothing production. From a cost control perspective, it is certainly much cheaper than producing locally in the Americas.
With such advantages, Mr. Situ also sees great development prospects for this industry. There are hundreds of millions of people in America. In addition to Beautiful Country and Maple Leaf Country, there are many countries where Mr. Situ can use the power of Beautiful Country to enter the local market.
As long as Gao Jianwu provides cheap and high-quality clothing, Mr. Situ thinks that the market here will be opened sooner or later.
A month later, BOSS clothing crossed the ocean and arrived in the Americas, first landing on the west coast.
Huang Renjie, who crossed the continent and came to the West Bank, took over the clothes with his men.
Opening one of the bags of jeans, I was surprised to find that these clothes were different from anything I had seen before.
"Jack, what do you think of these clothing styles?" Huang Renjie took out one and pointed it at the yellow-haired boy beside him. As a descendant of Italy, Jack Fario claimed that his ancestor had been a famous palace tailor. A smart young man with his own knowledge in clothing was hired by Huang Renjie as an assistant.
After Mr. Situ's property increased, he employed an eclectic group of people. Except for the core Chinese people, many other positions have been adapted to local customs, and they are not as single-minded as the previous gang.
This was also Gao Jianwu's suggestion to him. If he wanted to take root in America, the company could only integrate into the local mainstream.
"Oh, MGD, look what I saw, these clothes are really the level of a genius designer." Fario exclaimed after unfolding a pair of jeans and looking at them for a while.
"Let me put it on and see." Fario couldn't wait to find a pair of jeans that he could wear. When he put it on and tried it on, even though Huang Renjie didn't know anything about clothing, he could feel the effect of changing clothes. Leo is much more fashionable than before.
This is really good stuff. Huang Renjie looked at Fario and suddenly began to have some confidence.
"Boss, this clothing is made of denim and is durable. I feel that this should be the best choice for ordinary people. You don't have to worry about how to sell it this time." Fario said after trying it on his hands.
Although he can't see the effect on his upper body, it looks crisp and stylish. Compared with the LEVS denim series on the market, this clothing style is obviously much more fashionable.
"Jack, do you think this is a good costume?" Huang Renjie confirmed again. "See how it looks on me?"
"Come on, boss, you won't feel out of place wearing such clothes on Fifth Avenue. I think we can sell these products at LEVS prices." Fario added.
As expected, Huang Renjie listened to the advice and took out a pair of jeans in his own size and put it on himself.
This batch of clothing provided by Gao Jianwu starts from 170, with a size every 5 centimeters, S/M/L/XL/XXL/XXXL, a total of 6 sizes, most of which are L and XL, which are common body types for Americans, Huang Renjie is 175 After putting on size M jeans.
"Wow, boss, you really look a lot more handsome after wearing this dress. It's incredible," Fario next to him exclaimed loudly in an exaggerated tone.
Although there is some flattery in it, compared to Huang Renjie's original clothes, he does look much younger and more handsome.
"Boss, I won't take off these clothes. I'll make an advertisement for our clothes. I bet it won't be long before the entire West Coast becomes popular."
Huang Renjie, who was originally determined to complete the task of chairman, gradually gained confidence after experiencing this batch of clothes in person.
They have been looking for rented shops in several big cities on the West Coast to open AB Clothing Group stores, and the clothing brand LOGO and posters are all ready.
As soon as the clothes arrived, Huang Renjie followed the brand promotion and channel development strategy given by Gao Jianwu and found a group of models to take photos wearing the new clothes. He began to take photos of real clothes in local newspapers and magazines, and replaced the AB clothes he had been promoting before. The group's image advertisement has become a specific advertisement for new clothing.
Then a group of advertising models were hired to wear these clothes and walk around the busiest streets, becoming walking advertisements.
With such a rough promotion method, the BOSS brand gradually began to attract a group of young people to start buying. Since Huang Renjie followed Gao Jianwu's strategy in terms of price, he priced it according to LEVS. At the same price, in terms of style and workmanship, Gao Jianwu's costumes clearly surpass his opponents.
In this way, even though the BOSS brand has just been established, for young people, it is already a mid-to-low-end product for mass consumption. They value the style more than the brand. The specialty stores on the West Coast have quickly achieved daily success. The sales of over 1,000 pieces surprised and delighted Huang Renjie!
Only then did I truly understand why the old man dared to take over millions of pieces of clothing from Gao Jianwu. With the success of the West Coast, Huang Renjie was confident to open large-scale specialty stores in various populous cities in accordance with the first batch of channel construction requirements. .
Mr. Situ is now rich, and Gao Jianwu has already sent him a report detailing the big development plan for clothing. Therefore, for this wave of channel construction, we will directly develop according to the thousands of stores model, and roll out a thousand ABs in the first phase. The clothing flagship store will promote 10,000 franchised authorized clothing stores in the future, mainly selling clothing products from China. In addition to the BOSS fashion clothing brand, it will also promote suit brands and women's fashion clothing in the future.
But before Huang Renjie opened a hundred flagship stores, the first batch of nearly one million pieces of clothing had been sold out. The unique denim fashion style, unisex, was quickly sought after by thousands of people, even on the West Coast alone. More than half of the sales were gone.
Such a strong start gave Mr. Situ another big surprise. Since Gao Jianwu's batch processing has reduced costs, the overall profit of this batch of clothing is very high. However, Gao Jianwu designated this as a product for food. Now Mr. Situ not only extracts the cost , all the remaining sales were converted into wheat and shipped back!
This batch of clothing alone was exchanged for more than 100,000 people's food for a year, which boosted Gao Jianwu's confidence. Although he had imagined a big sale, he did not expect it to be so popular. The second batch of orders was directly given. 2 million pieces. This time, the domestic processing factories were well prepared. They started the 996 operation method as soon as the orders and fabrics arrived. The orders were completed in less than a month, and no one had obvious product quality defects this time.
On the high-intensity order production line, an assembly line-like production and acceptance method has begun to form, which has greatly improved labor productivity and quality levels. After the completion of this batch of orders, Gao Jianwu placed a third batch of 3 million orders. This time he planned to transport most of the goods to Europe for sale.
After the American market has eaten nearly 4 million pieces in a short period of time, this style is probably almost saturated. You can't catch a sheep with baldness. Europe is also a market with a population of over 100 million. After being tested by the American market, Gao Jianwu I believe that the European market can also be opened.
As for channels, it is naturally Mr. Situ's AB Clothing Group. This time they organized a team with experience in opening stores in the Americas to go to Europe. Huang Renjie, the boss of the clothing group, personally led the team and copied all the mature experience in the Americas. Since they already had clothing samples and a large amount of promotional materials, they started advertising in various major cities as soon as they arrived in Europe, and then started frantically building AB clothing flagship stores.
Young people who had just emerged from the quagmire of the war, even if they didn't have much money in their pockets, quickly fell into the trap of Gao Jianwu's advanced denim fashion. The streets were filled with young people wearing BOSS denim, which almost became a street standard. With young clothes.
This wave of large-scale foreign trade in clothing has suddenly converted into a year's rations for nearly one million people, greatly alleviating the immediate demand for food. This has caused the price of food in the base area to drop by 30%. Not to mention, it was difficult to avoid starvation. The famine year of the dead finally lasted until the autumn harvest, creating a miracle that was not too big or too small.
Based on his own memory, Gao Jianwu finally withdrew from the clothing industry after leaving dozens of samples of jackets, shirts, and women's dresses. He began to ask Mr. Situ to create a group of clothing designers to design styles, and then handed them over to China for production. processing, and continue to advance this business.
Gao Jianwu can inject startup resources into the BOSS brand, but long-term development still requires professionals. The styles he left behind were enough to help China's fledgling garment industry survive the most difficult years.
Asking for monthly ticket
(End of chapter)
