"That's not what it means, my cousin wants to be a luxury brand, if it's shoes, it's the kind of casual pair of shoes that will sell for tens of thousands. Yan Yun continued to explain.

"That's even more impossible, a casual pair of shoes costs thousands of yuan, even Aokang and Kangnai can't sell so expensive, these two are already very good leather shoe brands in China, right?" Yan Dabang listed the two most famous shoe companies in Wenzhou.

"yes, so the problem is the word 'domestic', and when the two companies first started their brands, they were based in their own countries.

In the era when these two Wenzhou leather shoe brands were founded, probably even the founders themselves did not think about making an international fashion brand.

The way of export is mainly OEM.

Moreover, it is true that these two brands have never been fashionable.

It is also a down-to-earth quality business, and An An sells shoes in different parts, selling eight or nine million pairs of leather shoes a year, relying on quantity to win.

They were doing it from the downstream, which was very relevant to the era in which they lived.

In the eighties and nineties of the last century, it was very difficult for people in China to even go abroad, and the world was full of Chinese students and businessmen. This is the conclusion that Yan Yun has reached.

"You two children, I really think of a play is a play", Yan Dabang was speechless, "Your father and I run a factory, you told me that these are not fashionable, I don't understand, anyway, there is no brand of shoes in China that can be sold so expensive." ”

"Dad, you're right, there are no luxury brands in China that are recognized in the fashion field, but that's a problem, why can't we have them?" Yan Yun asked Dad.

When Yan Dabang hadn't figured out how to answer his daughter's question, Yan Yun came directly to a tirade:

"You see, porcelain used to be China's most representative export.

Porcelain is even China in English, and the first letter becomes China, a commodity with the same name as the country, is definitely the most representative of China's export.

When the Silk Road first set sail, Chinese porcelain was definitely a symbol of European aristocratic status, and "China" was synonymous with fashion and luxury at that time.

But now, when it comes to porcelain, European luxury consumers can only think of Hermes (Hermes) household goods and Danish Copenhagen porcelain. (Note 1)

There is nothing going on with us in China at all.

In addition to the sky-high prices of porcelain with a long history in the collection market, Chinese porcelain is almost synonymous with daily life and cheap porcelain in supermarkets.

Where did those luxury brands come from? Aren't they all passed down from China?

I also went to buy Copenhagen porcelain, just a handmade gimmick, the porcelain itself is very technical and fine, but the price of a plate can be exchanged for hundreds or thousands of Jingdezhen.

Far from it, Aokang is a leader in the marketing of China's footwear industry, whether it is on behalf of Made in China to win the anti-dumping lawsuit with the European Union, or to be a leather supplier of the 08 Beijing Olympics, all have become Aokang's bargaining chips to enter the international market.

But even so, the average price of Aokang's leather shoes in the European and American markets is sixty or seventy dollars.

Besides, a 'conscientious enterprise' like Aokang, which has achieved first-class quality and does not raise the price, Europeans simply do not buy it.

The cheaper you sell, the more unhappy people are. Not only will I not thank you for your 'honest management', but I also feel that because you sold too cheaply, you have collapsed other people's 'national industry', so they target you everywhere.

This is why the domestic footwear industry is struggling on the road of cross-border development, and from time to time it has to face a temporary anti-dumping duty imposed by the EU for no reason, or determine that China's shoes do not meet international testing standards such as SATRA. (Note 2)

Not to mention anything else, let's just say that the shoes produced by my cousin's OEM, a pair can earn a dollar is already the top OEM order.

But after these shoes were shipped to Italy, the packaging was neatly organized, and when other brands were sold, the profits increased hundreds of times.

That's the difference between upstream and downstream.

Why do they all go upstream, but we keep stopping downstream?

Why can't our shoes sell for tens of thousands of dollars a pair?

Why?" Yan Yun finally finished his tirade.

"Those are big brands with history and stories.

If you don't have a brand, no matter how good your quality is, you can't sell it at such an expensive price.

In addition to the brand, there are also designers, R&D centers and an entire production chain.

Open the door to do business, pay attention to your love and my willingness.

It's not like you say you want to sell it expensive, and someone will buy it. Yan Dabang felt that Yan Yun's current thoughts were still a bit naïve.

"Dad, you see, you can say it in a few words.

How can you say that you don't understand anything?

The crux of the matter lies in the word brand.

My cousin and I shared a common ambition to create a Chinese brand with a story in Europe. Yan Yun talked to his father about his initial plan.

…………………………

Qi Yi:

Are you going too far, your choice of "not answering" and "responding positively" is too good, you are still not betrayed!

If Jin Jin really asks me to settle accounts, I will settle accounts with you.

The next time you behave like this, believe it or not, I won't reply to you for two days.

You definitely did it on purpose!

If you let your classmates think that I hid you privately, I will really be angry~Really will~

Thinking that you are a first-time offender, this time it will be lightly punished.

～～～～～

Grandfather:

Answer=》

I don't have a particularly mature idea of working in the fashion industry, I need to see what resources I can integrate, and then think about how to enter the fashion industry next.

I've only had this idea in the past two years, so I can't say a word or two, and the next time we meet, I'll talk to you about my thoughts.

If you particularly want to know more about the fashion industry, I can start by sharing my personal views on the current stage.

I think that fashion and economy have always been closely related, and after twenty or thirty years of rapid economic development, a country's economy will become a fashion outlet.

To take the simplest example, after World War II, Japan's economy experienced a period of long-term rapid development, and in the sixties and seventies of the last century, many Japanese designer brands appeared that shined internationally.

Starting with Hanae Mori, the first person in Japanese fashion design, Hanae Mori, the internationally renowned Japanese designer brands Issey Miyake, Yohji Yamamoto, and Kenzo Takada all came from this period.

The sixties and seventies of the last century were an era of internationalization for Japanese designers.

Issey Miyake, Yohji Yamamoto and Kenzo Takada, all of whom are still active on the international fashion stage.

All three brands have one thing in common, the designers themselves all started their fashion dreams in Paris, France, the capital of fashion.

I think the next 10 years will be an era of Chinese and Chinese designers, and I want to be a part of this history and be a part of it.

Other than that, I don't have any more formidable ideas.

Don't worry, whether you are familiar with fashion or not, I will try my best to put you into my ideas in the future.

Like you said, we have to discuss and see when we can become aligned in our completely different life trajectories.

Question=》

Have you explained to your classmates that I have hidden your misunderstanding?

…………………………

Note 1:

For Hermes, of course, the most well-known are the Kelly Bag (Kelly Bag) and Berkin Bag (Platinum Bag) that can easily cost hundreds of thousands, but Hermès also has a very complete range of home products.

Friends who have watched Xiaomo's "Meet the Perfumer", do you still remember why Hermes starting with H is called Hermes and not Hippomatic?

Note 2:

SATRA is a global footwear research institute established in the United Kingdom in 1919 and is a member of most of the world's leading shoe brands.