In August 2009, Tianya and Taoke Mall have finalized the cooperation rules for the shopping festival on November 11.

Many people don't understand why Chen Dahe is so concerned about such an event, perhaps because everyone thinks that the relationship between the young boss and Mr. Niu is good.

But this time, everyone just strictly enforced. Chen Dahe's previous dictatorial decisions have made any industry in which the company is located develop very well, and a dictator sometimes has his courage and opinions, as long as he dreams of leading everyone to the highest point and making more money, it doesn't hurt to have a few more dictators.

Housing prices in big cities continue to rise, growing faster than in smaller cities. The data released by the Bureau of Statistics did not increase much.

But these are all real things that happen around us, whether the increase is big or not, and what the Bureau of Statistics says does not count. Because everyone in reality has their own scale.

After 2007, it was a high-speed period for the development of domestic brand clothing, and both sports brands and casual brands began to develop in full force.

Of course, when Taoke Mall first came out, most of these clothing brands were not looked down upon.

Young people always remember the endorsement brands of those idols. Xtep, the feeling of flying. Metersbonwe, off the beaten path. These slogans were advertised on television. It is familiar to every young person. Is advertising really just to burn money? Don't underestimate every entrepreneur, people who can earn so much wealth have their own merits.

The huge fan effect brought by superstars and idols has made major brands start to spend a lot of money to hire celebrities to endorse.

It is precisely because of the rise of so many well-known clothing brands from generation to generation that everyone has begun to expand their scale.

When business is good, people always have infinite illusions about the future, and they expand the scale again and again.

Chen Dahe's Tianya can also be regarded as catching up with a good time. However, his product positioning is very different from those casual brands and sports brands.

In China, the most brainless entrepreneurial model is to see what route the top few in the industry are taking, follow along, and seize its market share.

Therefore, Hong Kong-funded brands like Jeanswest and Baleno, while domestic brands include Meibang and Semir. Sports brands are taking advantage of the Olympic style, and there are many brands.

Everyone is competing with each other to make this category bigger. It's just that the market is only so big after all, and there will always be a saturation day. Carnival, maybe only temporarily. When winter comes, sometimes you are caught off guard. Of course, that's all for later.

Tianya's development is also very good in the current environment. The women's clothing brand that uses double actresses as spokespersons, the women's clothing brand that tears each other apart with strong shopping malls, and the brand that always shows its face frequently in media reports are well-known and recognized by more and more consumers.

The accumulation of the brand is a process, and the rapid absorption of agents and franchisees can certainly develop quickly, but once the agents and franchisees are separated from the management of the head office, it will bring a lot of difficulties to the operation of the brand itself. Affiliates only act for the sake of making money, and the value of the brand itself does not have much of a sense of belonging for them. If you can make more money by taking risks, it is not impossible to go against the values of the brand itself.

In the face of interests, there is no great point in saying more big truths. So this is why some companies that really want to be brands will always slow down the opening of franchises, rather than blindly expanding.

More and more people want to join Tianya, and the director of the company who is responsible for joining this part smiled, according to this progress, how much performance does this have. However, Chen Dahe still insisted on his own point of view, and always controlled the ratio of franchise to direct sales, which made many investors go home.

Chen Dahe's approach also made the company responsible for joining the business department in this area, and he was very unhappy. They come out to work in order to make money, and they don't want to send them to the door, this boss is sick, right?

"Are you for the performance, or for the brand to go further? If our franchise business today has reached 70 or 80 percent, then our development everywhere is restricted by these franchisees. Our management can't be implemented effectively, they secretly break the rules, damage the brand, for the sake of profit, they shatter all the brand awareness that we have been building up so hard, what should we do?"

"In the short term, yes, the company is able to make a lot of money, franchisees may implement the policy of the headquarters in a short period of time, but for a long time? For the sake of interests, who dares to guarantee that they will always implement the policies of the brand, and even sacrifice some profits to maintain the image of the brand. As the boss of the company, am I willing to give up my profits? Am I not losing more than you?"

"Tianya is not to make quick money, but to keep going and go further. Today, I want to go public, and it's very easy. But why didn't I do it? I don't want to be eroded by capital, maybe you say I'm high, but people always need to stick to some things in their lives. It doesn't have much to do with money, do you know when I say that?"

In the huge conference room of Tianya, Chen Dahe said to a group of middle and high-level people and people from related business departments.

Yes, it takes more courage for the helm of a business to turn away the business and decisively refuse the customers who will send money. The relevant business departments are just less commissions, but for the company, what is less is market share and sales, the boss is not distressed, but the people below are beginning to feel distressed, what is the reason?

Chen Dahe's words are loud and reasonable, no one speaks anymore, what else can they say?

The conference room was quiet for about three seconds, perhaps this was an insight like the young boss that they needed to digest and digest. People have a high and low insight into the future, and everyone stands in a different position and thinks from a different angle.

Is it really wrong for the employees of the business department of the franchise department? Yes, they are responsible for this matter, of course, they must do this well, not to mention that they will get higher remuneration for doing this well.

It's just that sometimes these things conflict with the company's own strategy, then I'm sorry, everything gives way to the future. This is a principle, a strategy, unshakable and unshakable.

Wei Xiaowang and Hua Jun began to applaud Chen Dahe in a quiet environment, at least their consciousness was not comparable to those people. Chen Dahe's words were very inspiring to them, or Chen Dahe's decision to make them have a further understanding of his personality charm.

In life, you always need some people who understand you, and take the lead in applauding you when you need applause. Wei Xiaowang and Hua Jun played the role of Chen Dahe at this time.

"Mr. Chen's words, isn't it clear enough? Tianya wants the future, not the little bit of performance now. ”

Wei Xiaowang said while clapping. His words were full of sincerity and recognition. Instead of that kind of pompous sycophant stinky feet.

Then, all the employees began to applaud, perhaps they didn't quite understand it yet. But they felt that these words seemed to make a lot of sense. The boss always sees a little further than they do, and this has been proven by countless facts.

Besides, he's really a very successful and dictatorial boss, so just execute everything. He has never treated them badly, at least among these peers in Xicheng, when it comes to Chen Dahe's company and Tianya, all his peers are full of envy.

So, what else are they not satisfied with?

The rise in housing prices has increased the rental cost and operating expenses of physical stores. In order to compete, the vast and large and small brand clothing has become extremely fierce in order to compete and seize a class of business district stores in every city. The landlord laughed, and in a few years, maybe everyone will be working for the landlord.

When some of the core shops that have just come out are vacated, they need major brands to use bidding to seize the lease and operation rights of the stores, when did the market become so perverted? Oh? It doesn't seem right, the market has always been so perverted.

Labor costs, rent costs, and inflation continue to rise, making profits even lower. Sales may continue to increase, but the net profit that is actually in hand may not be increasing. But in such an environment, what can you do if you don't increase sales?

If the company wants to live, the employees want to be paid, and if they don't increase sales, it may be even more uncomfortable. At least for now, this direction of development can still be well lived. The continuous increase in scale has made the inventory pressure of major brands continue to rise. At this time, perhaps everyone has not realized the seriousness of the problem.

The general environment still looks very good, and some inventory is normal. Isn't inventory an asset?

What a beautiful thing it is to make a promotion plan for inventory, and to attract traffic to the store and bring sales performance that looks good. When making clothing, where is there any stock? Now is not the era when demand exceeds supply.

In the era of short supply, what factories produce, merchants sell. There are so many brands on the market, and there are so many products on the market. Consumers don't have more choices, so manufacturers can be bullish, and by the end of the year, even defective products can be sold to nothing. But today, with more options, everything is slowly changing.

Some people are sensitive and already aware of the change, so they are careful with every step. But some people are still immersed in the joy of revelry, and continue to think about the original way.

Maybe yesterday's successful experience will become the biggest culprit of tomorrow's failure, people are always so complacent about the successful experience of the past, but history has been advancing, the times have been developing, and the market has been changing.

Live to be old and learn to be old, the ancients never deceived people. Keeping up with the times is really not a slogan. It is the philosophical way of one's existence.

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