"Lihua, how many people do you plan to cover in a store of men's wardrobes?" Wang Haoan suddenly asked.

"Chairman, at present, the coverage of one of our stores is about 5 million, and I think this standard is very appropriate. Although China's economic development is still far inferior to that of some developed countries, the goal of getting rich first and a group of people has been initially achieved. ”

"The price of our products is positioned in the middle and high-end, with more than 1,000 yuan as the mainstream, below 1,000 yuan, and more than 500 yuan. ”

"In addition to the cost of store operation and production, the main cost is the cost of publicity and design. We invited well-known designers from Europe to design and let AnJie clothing be produced in a factory, and I don't think this model needs to change for a long time. ”

"At present, we have opened 13 stores, all of which are in first- and second-tier cities, and have a population of more than 8 million. In the next step, we plan to bypass some second-tier cities, expand to third-tier cities, and even test the waters of fourth-tier cities. ”

Wang Haoan raised his hand: "Below the third line, don't think about it." ”

"Since our product positioning is mid-to-high-end, it should be aimed at big cities. The criterion of a large city is that it has a large population and a developed economy, and it is not denied that some fourth-tier cities have great potential and may have rapid economic growth in the future, but their population base is too small, and even if the proportion of rich people is high, the total number will not be very large. ”

"If you look at people nowadays, they like to go to the big city to live. Because big cities are more prosperous, the transportation is more convenient, the medical level is higher, the education level is higher, and the degree of civilization is higher, so that people can live more comfortably. ”

"The biggest disadvantage of big cities is that they have a large population, which leads to high competition and a high cost of living. But for us, it's not a problem at all. ”

"We sell clothes, and the more people there are, the more we can sell. The cost of living is high, and our prices are high, so it doesn't feel too strange. ”

"Remember, our store development model in Huaxia is not the same as that of Pretty Beauty. Even the stores of Pretty Lady in the future will have to be integrated. ”

"I thought about it for a while, and in the future, the number of stores in men's wardrobes cannot exceed ninety-nine, which is enough to cover all cities with a population of more than five million. ”

Before Wang Hao'an's rebirth, there were only more than 80 cities in China with a population of more than 5 million, not counting Hong Kong, Macao and Taiwan. The population of 5 million refers to the registered population and the permanent resident population. It's not the kind where there are more than 5 million people on the household register, and as a result, many people go to live in other places.

"Also, priority should be given to the development of tourist cities. Tourist cities are more mobile, and people who come here are more willing to spend, even if it is impulsive. ”

In fact, many of the purchases of luxury goods are impulsive purchases, especially for those who are not too rich. Although the products of men's wardrobes are not luxuries, they are also light luxury, and if they are not impulsive, ordinary people are really reluctant to buy them.

In the past life, many people traveled to Europe and the United States, and when they came back, they had large bags and small bags, not only for themselves, but also for relatives, friends, colleagues, classmates and other people to buy, and later there were special flight attendants and other special flight attendants to do purchasing, because they could save part of the tariffs, so the price was much cheaper.

In fact, this situation also exists in China, especially when e-commerce is not on the rise. There are more than a dozen physical stores of some big brands in Huaxia, and when someone goes on a business trip to those big cities, they will always receive a call from a friend to help me go to the XX store to buy XX goods and come back.

After listening to Wang Haoan's words, Shu Lihua had a different opinion: "Chairman, the number of our stores does not exceed 100, and we have to choose cities with a population of more than 5 million, which is difficult to cover the national market." ”

"In the future, it will not be cost-effective for us to advertise, and there are many people who can't buy it at all, and they won't take a few hours in the car to buy it in another city, right?"

This cannot maximize the benefits, and Shu Lihua does not understand why he chose this way. The products of men's wardrobes are not high-end luxury goods, so why control the number of stores?

Besides, with the development of the economy in the future, even if the population of many cities is less than 5 million, the purchasing power is not bad, so will those businesses not be done?

"Why can't they take a few hours to another city to buy it? Do you know why big shopping malls are always opened in provincial capitals? Not only because the provincial capital has a large population and developed economy, but also because the provincial capital is a provincial transportation hub, and how many people in the prefecture and city may have never been out of the province in their lives, but most of them have been to the provincial capital or want to go to the provincial capital to see. ”

"Even if they can't go, there are always relatives and friends who go to the provincial capital, and it's okay to ask them to help bring two pieces back, right? The risk of opening a store in a small city is too great, and once we lose money, we close the store, and the impact on the brand is also very great. ”

Wang Haoan even thinks that he will not be able to open 99 stores in the future, expand by 35 stores every year, and only 35 stores in ten years. At that time, it is time for e-commerce to rise, just get a flagship store, you can avoid fakes, and you can also save store operating costs.

In the operating costs of stores, the salary of the shopping guide is a small head, the big head is the store rent, decoration costs, etc., and the settlement cycle of many shopping malls is one month, and you are pressed by the other party for a month's funds in vain, and it is inevitable that you need to prepare more in terms of turnover.

The number of stores is large, and the management is not convenient. In the future, there may be more than 100 stores for men's wardrobes, but that is after counting the overseas market.

"Chairman, in the future, with the growth of the population and the growth of the economy, will we not consider speeding up the pace of opening stores? Some cities with a population of less than 5 million are enough to support our stores, but the size of the stores is a little smaller, two or three hundred square meters is enough. ”

"In the future of sales, we don't count on physical stores, we develop online flagship stores. You haven't heard of this term, but let me tell you, this is the trend of the future, all big brands will have online flagship stores, and none of them dare to miss this sales channel. ”

"You may think it's incredible to say it now, but five years later, you'll be able to see some signs. Anyway, in five years, the store expansion rate will not be particularly fast, and if it proves that the online flagship store is not feasible at that time, it will be too late to modify and adjust the development strategy. ”

"And it's not just men's wardrobes, all of our brands will have online flagship stores in the future. Including Anjie Clothing, Xiaotian Shoe City, Pretty Woman, Lehaha Children's Clothing, Li Twist Sports, Converse Sports and so on. ”

"Therefore, there is no need to be nervous when the number of Anjie clothing stores is close to saturation, some places are not suitable for opening stores in the future, and we can also let them wear our clothes!"

Poor four said

Thank you to the deity & Flying Eagle's tip again, thank you