In 06, Qiongdao barely recovered. Pen? Interesting? Pavilion wWw. ｂiquge。 ｉｎfo

In fact, it is normal, Li Mo has repeatedly praised the Chinese for being diligent and intelligent, but the Chinese also have a lot of inferior roots, the area is large, the heart is uneven, and some people are even uglier like to nest in the nest.

Love comparison, hate the poor and love the rich.

Blind obedience, for example, after Yuan Chonghuan was tortured and died, he was eaten by the people of Kyoto with his meat, more than 20 years ago......

Gambling is heavy, many people like to follow the trend, not only this Qiongdao speculation incident, but also Junzi Lan, Pu'er tea, garlic you ruthless, ginger you army, beans you play, SARS vinegar, radiation salt, Hetian jade, mahogany, Tibetan mastiff, five-needle pine, money turtle......

But it's not useless, in this big gamble, several later bigwigs dug up the first pot of gold in their lives.

If you enter from now on, mainly on the land, supplemented by housing, and cash out in a timely manner, Li Mo pondered, and if he threw away all the expenses, he could also make a profit of four or five times. I don't dare to say that I will recover the down payment and the lost money together, at least I don't have to worry about the lost money.

Because of the success of this operation, Yili wants to take out a loan, and it will become very easy. But Li Mo still said very implicitly: "Mr. Peng, according to my speculation, if you enter Qiongdao from now on, you can make at least three times more profits in the next two or three years, which is enough to make up for all the losses." By 94 years, it is believed that the purchasing power of residents in various cities in China will be further improved, and at least the direct sales stores will be able to pay the monthly mortgage payment. As for the amount of the down payment and the cost of decoration, I believe that with the expansion of the scale of Yili's parent company, the profits of the OEM in recent years can also repay the loan. Then, in 94, after China Yili stopped expanding, it began to be able to achieve a large profit. As for the monthly payment, then it will be repaid slowly, anyway, the further the RMB goes, the more it depreciates. ”

If it turned out, Peng Jiutian would still be a little unconvinced.

However, after this operation, she did not doubt it, and carefully wrote it down.

But this time.

02 years later, Li Mo will definitely not enter, the beach is too deep, and he can't play well.

"'94......," Taylor muttered a little suspiciously. She has also been to China many times, and she knows very well what China is. Including the performance of the subsidiaries' outlets, she has also seen that even though China is still very poor, if only the outlets are set up in various wealthier cities, she believes it, but the widespread outlets in the country can leave all expenses aside and be enough to pay the monthly payment of the mortgage, she is a little skeptical.

Li Mo said: "Taylor, do not doubt the potential of the Chinese. Five thousand years ago we faced the same flood as the Egyptians, four thousand years ago we played with bronze like the Babylonians, three thousand years ago we thought about philosophy like the Greeks, two thousand years ago we fought like the Romans, a thousand years ago we were as rich as the Arabs, and now we sit down with you America, the Soviet Union, Japan, and Western Europe to talk about the military (Note, when Nixon visited China, he called the five poles of the world, these five poles, of course, now China is the weakest pole, weaker than Japan, although the army is strong, leaving the homeland is useless). For 5,000 years, we in China have been playing mahjong at the world table, and the opposite teammate or enemy has changed several times. ”

Both Taylor and Tina laughed wryly.

Nowadays, the United States is very powerful, but when Li Mo talks about history and civilization, where is the United States China's opponent?

Li Mo continued: "As long as the above does not come nonsense, China will develop very quickly, 94 years, enough." ”

I remember in my previous life, in recent years, many people have bought brands such as Mengtejiao, Crocodile and Goldlion, and in his previous life, he also spent more than 280 yuan to buy a crocodile T-shirt in 94 years, why is it expensive, he heard that people say that cigarettes can't be burned, so he was curious to burn it with cigarette butts, and as a result, he burned a black mark all of a sudden, and he was frustrated.

The Chinese market is too big, just like Master Kong in the previous life, but the annual sales of cheap and green tea have reached 10 billion US dollars, most of which are contributed by the Chinese market.

As long as Yili does a good job of word-of-mouth, the future will inevitably become brighter and brighter.

Further back, instead of buying Yili and Alice, rich people buy Hermes scarves for thousands of dollars a piece and LV bags for tens of thousands of dollars.

At that time, maybe there will be many people who dislike Alice's grade enough.

After talking about China Yili, Li Mo began to arrange Yili's parent company: "Taylor, you want to support a more high-end brand, and I also agree." But remember, your most important task is to stabilize the European zone first. Every giant has a big stall, but if it is not stable, it is easy to collapse. ”

"Lee, we know."

"It's good to know, as I said last time, the first brand to support is mainly silk, mainly cheongsam, evening dresses, and pajamas, you don't care, I'll say in a moment. As for the name of this brand, it is called BISS, which is translated into Chinese, and it is BISS. ”

Taylor wrote it down.

"Since we support more high-end brands, the grade of the models on the catwalk should also be raised, and more than a dozen of the most famous models should be selected in the angel economic company, and their treatment should also be improved. In addition, some famous models were also selected from all over the world to walk the catwalk for Bessy...... For example, Cindy Crawford, Claudia Chevrolet, Christy Durrington, Naomi Campbell, Linda Ivan Golinsta. ”

What Li Mo is talking about are the five most famous supermodels in the early 90s.

In fact, there are also some models in the angel economic company who are not much worse than these five supermodels in terms of appearance and figure, and some models are gradually becoming famous, but in terms of fame, they are still far from these five supermodels.

Of course, it costs a lot of money to ask these models to endorse and walk the catwalk.

However, Yili wants to support a top brand, so it has to burn a lot of money. Not only should the top models and stars be invited to the catwalk, but also the top designers. Even so, without more than five years of continuous publicity, it is not expected to be recognized by customers. Indeed, it will improve Yili's compulsion, but it will more or less slow down the pace of Yili's expansion. If Li Mo was given a choice, he would rather choose to use the money to quickly build more shops, but Yili's top executives were ambitious, and Li Mo was not easy to stop.

"You send someone to France or Italy to buy a well-known underwear company, this company must have the following requirements, the first must have a certain reputation, if it is classified, it belongs to the high-end category, but it does not belong to the category of luxury brands."

This is still the purpose of Yili mentioned by Li Mo, while cultivating the brand, we should also pay attention to the sales volume.

For example, the European luxury brand Carine Gilson, a small *** has to start from $240, and a set of kimono-style pajamas costs more than $1,360, which is several times more expensive than Hermès fabrics per unit area.

This kind of brand Li Mo is not needed, although the profit seems to keep up, and the grade has also come up, but the sales volume is very small, and the total profit is the same thing.

France and Italy were chosen because they are the fashion capitals.

Their fashion brands are recognized not only by other countries, including the United States, but also by Europeans themselves.

Therefore, this acquisition in the future will be of great help to Yili to open up the European market.

Li Mo continued: "Second, it doesn't have many outlets, that is, the total market value will not be too high, and the affordable range is within $500 million. Third, it must be consistent with the style of Yili underwear. You can take the pure, sexy, and high-end route, but you can't take the alternative route. After the acquisition, Alice gave up the lingerie business and combined the strengths of both parties to create a high-end lingerie brand. In addition, Angel Models' Angel Wings catwalk, dedicated to this lingerie, is likewise hired to hire some top model stars to participate in these catwalks. Then contact the four major public TV stations, and let a certain TV station broadcast the catwalk of this brand several times a year as an entertainment program. ”

This is completely following the route of Victoria's Secret in the previous life.

Speaking of which, Li Mo also mentioned Victoria's Secret: "You should also pay attention to Leslie Weckersnay, the owner of Limited Brands, who is a very capable person, and their brands have many overlaps with ours. He copied a lot of my ideas, but if he has any good ideas and marketing methods, you might as well put down your frame and move it to apply. ”

Limited Brands is the parent company of Victoria's Secret, and Wexnay opened the first clothing store in '63, targeting young people, especially young women. In '69, Limited Brands grew into a chain of five stores and actually put it on the market. Limited then began to expand rapidly, and in '80 they seized on the rebellious trend of teenage punk and launched the EXPRESS brand of cheap miniskirts, which generated $2 billion in sales that year. While other apparel companies followed suit, Wexnay launched Express Men's, a clothing brand that focuses on men's casual clothing. Then, in 82, he acquired Victoria's Secret from Roy Raymond and began to officially enter the underwear market.

In 99, Victoria's Secret sponsored the Super Bowl Cup, and in the middle of the field, let Victoria's Secret models walk the catwalk, and when these beautiful female models in cool clothes came out, they once caused a network blockage, and Victoria's Secret became a world-renowned brand.

By 15 years, L Brands had grown into a supergiant with 5,600 retail stores in more than 60 countries, sales of more than $10 billion, and a market capitalization of nearly $20 billion. That is, in 46 years, its market value has swelled tens of thousands of times.

Even now, it should not be underestimated, with nearly 1,000 outlets and annual sales of at least a billion dollars.

And there are many overlaps with Yili.

After Victoria's Secret became famous, it was a well-known brand, but it was not a luxury brand, strictly speaking, it was just a mid-to-high-end brand, similar in nature to the Alice created by Yili. At present, it is a mid-range brand, which is similar to Yili, but there is more overlap here, after all, Yili is still dominated by Yili.

While other clothing companies have followed the example of L Brands, they have launched all kinds of sexy miniskirts, or rebellious clothing such as shredded pants and hole pants. Wexnay has long taken L Brands to make a gorgeous turn, marching into casual clothing, its current purpose is similar to Yili, it can be novel but not weird, it can be sexy but not shameless, such as the later Victoria's Secret catwalk, can be exposed basically, but can not be exposed, holding a magnifying glass can not see anything, the rest is to pay attention to youth and bright, lively and lovely, or dignified atmosphere, or relaxed and comfortable, so it has been recognized by many successful people. Therefore, in terms of style, it overlaps more and more with Yili.

Wexner is a person who is willing to learn, and he has seen all kinds of Yili, and he has begun to follow suit, and he has also launched various VIP cards, but there are only three kinds of dollars, five thousand dollars, and ten thousand dollars, and the threshold for entry is much lower. At the same time, some models were invited to the catwalk, of course, not to go to the Super Bowl catwalk, it is not possible to spend money, Yili has signed a ten-year contract, but his catwalk is to learn another practice of Yili, walking the catwalk in front of the door, and selling at a discount during the catwalk, to improve fame, sales, and quietly deal with all kinds of backlog of clothing.

So don't look at the overlap between Yili and L Brands, but with the rise of Yili, L Brands is still developing strongly.

Finally, there is the Direct Sales Store Management Law, which undoubtedly overlaps even more.

However, even in previous lives, L Brands made two serious mistakes.

First, their outlet stores are rented, not bought.

It seems that the pace of expansion in the early stage will be very fast, but the further back it goes, the more it will be, the house prices are rising, and the rent is going up even more.

Or, as Li Mo said, in the beginning, other companies rented houses and only paid $70,000 or 80,000 a month for rent, but they had to pay $100,000 a month to buy a house. There is also a down payment, which seems very cost-effective. However, ten years later, I still have a monthly payment of $100,000, and the rent of other companies may rise to 200,000 and 300,000, and the gap is getting bigger and bigger. When all the monthly payments in the bank have been paid and the house is completely owned, then the gap will be even greater.

So later, Amancio Ortega, the founder of the fashion brand Zara and the owner of the Spanish company Inditex, used Yili's current method to make his personal wealth reach a height of more than 70 billion US dollars. Not to mention the market value of his company, even his wealth alone can buy three or four L Brands companies.

Second, with the increase in rents, L Brands has been limited to an endless loop, and in order to further increase its profit margins, it has to open more outlets. In fact, these outlets are overcrowded...... There is an example, just like Li Mo's plan to expand the number of outlets in the magic capital to four, if it is in the same geographical location, it is impossible to double the income of the original two outlets, at most about 1.8 times, because some customer groups overlap. If it is opened to ten, the overlap in the customer area will be larger, and it will not be five times, or even less than three times the original income.

And Wei Xun himself did not expect that he could create such a big fortune as a clothing seller, and the layout was unreasonable from the beginning, such as the United States, and later the direct sales stores reached more than 2,000, although the United States is very rich, but it is only three or four billion people. If the density of the Chinese population is used, often a slightly larger town will have to spread a direct sales store, as for it? But on the contrary, China, which is known as a big supermarket in the world, does not see a few L Brands outlets. With so many outlets, the distribution is unreasonable, which undoubtedly drags down the company's development.

There are many small outlets, and although the more outlets, the higher the sales, but these small outlets undoubtedly increase the management costs, operating costs.

As a result, L Brands closed many of its outlets for a time.

On the other hand, Amancio Ortega has only 460 outlets, but each one is located in the downtown area or business district of a big city, as is the case with Yili today, and a single outlet can cover the revenue of a dozen or even two dozen L Brands outlets. As a result, the number of outlets is less than one-tenth of that of L Brands, but the sales combined with the assets of the store itself make the market value of his company several times that of L Brands.

Of course, this model also has a disadvantage, that is, the speed of early development will be very slow.

Just like Yili, the use of diamond cards to finance so much money, as well as the various publicity ideas and clothing ideas provided by Li Mo, now there are only two hundred and dozens of direct sales stores around the world, excluding China.

And he owes an astronomical amount of loans, otherwise Robertson would not have been able to shake the foundation of Yili.

Speaking of which, both companies have to be aware that the bosses of both companies are not simple people.

Li Mo explained some other precautions.

In fact, some of them also said about the last meeting.

However, at that time, Li Mo had just come back, and he hadn't read the information sent by various companies, so he couldn't say clearly.

Now we have to give a concrete account.

Then Li Mo invited Hu Yongyi again, Chen Yuanli also came, the opening of Yimei Company was about to enter the countdown, Li Mo was worried that Hu Yongyi's ability could not keep up, so Chen Yuanli was transferred to assist Hu Yongyi.

"Hu Yongyi, you will be going to do three things soon, the first thing is to buy Maybelline."

"Zizi," Hu Yongyi gasped.

Li Mo spent a lot of money on Yimei's R&D and testing, and spent at least more than 100 million US dollars at home and abroad.

But Maybelline is different, it is the world's most famous women's makeup and skincare brand, especially face color, eye color and lip gloss, standing at the top of the world pyramid. How much does it cost to acquire this company?

However, it is not as surprising as Li Mo's next sentence.

Li Mo said: "I asked Xie Fuman to cooperate with you, and you can contact L'Oreal to see if you can buy the Lenko brand from them." ”

"Dong Li, which is L'Oreal and Lan Ko......" Hu Yongyi was about to faint.

Many people who are not in the industry may have heard of these two brands, but what most people don't know is that the world's largest cosmetics company is L'Oreal, and Lanko is just a sub-brand of it.

The history of L'Oréal's development is a history of mergers and acquisitions, such as the acquisition of brands such as Dream Soap in '28, Lanko in '64, Garnier in '65, Biotherm in '70, Gemey in '73, Helena and SkinPosay in '89. Later, in 93, it also acquired Redken (Redken), and Maybelline, which Li Mo was about to buy, and then successively acquired some well-known brands in the United States and Africa, as well as China's Yuexi, Little Nurse, and Meiji.

And when L'Oreal acquired Little Nurse, some people repeatedly said, you don't want to be like other foreign companies, after the acquisition of the Chinese brand "hidden", L'O's Paul swore at the press conference, how can there be such an idea, L'Oreal is thinking about how to make Little Nurse stronger and bigger, not what you think at all.

As a result, a few years later, there are almost no Meiji, Yuesai and Little Nurse in the market.

In this regard, L'Oreal's explanation is that because many distributors were lost during the acquisition of Little Nurse, the market brand is far less than before.

But you can't blame others, the growth of Chinese enterprises is not easy, as Li Mo said, you have to face all aspects of eating and taking cards, don't give gifts, you can't do anything, a gift, God knows that day will be implicated. Therefore, when foreign companies come to buy, some people accept it when they see it, and exchange it for two dollars to live a happy life. There are also people who insist, but the local leaders above are often pig brains and force you to sell your business to foreigners, then there is no way but to sell.

So in just ten years, most of the brands that have grown up have been acquired by foreigners, and those who speak of conscience continue to operate seriously, and those who do not speak of conscience directly hide the brand, that is, not to acquire and develop, but to spend a little money to strangle one opponent after another in China. For example, L'Oreal, Yuesai and the little nurse gradually disappeared, but there are Lanko, L'Oreal, Maybelline, and Vichy...... For example, the decline of Little Nurse is actually to clear the field for L'Oreal's sub-brand Garnier.

Especially in the daily chemical category, Chinese brands have fallen astonishingly, and almost eighty percent of the market has been seized by foreign companies. And the cost of preemption is terrible, such as Yuxi, with 800 sales outlets in the country and a Pudong production base with a production capacity of 60 million, such a large enterprise, L'Oreal acquisition only spent 80 million euros, and it was 80 million euros in 04 years! Later, a commercial building was randomly taken out in the magic capital, and it was more than 80 million euros.

It was this merger and acquisition that allowed L'Oreal to have more than 50 sub-brands, but now there are only 40, and ninety percent of them are mergers and acquisitions.

L'Oreal's own brand, Maybelline, including later China's Yuesai, Little Nurse, etc., are all low-end brands, that is, for the masses.

This strategy is similar to Li Mo's Yili, using high-end brands to improve the price, and using the sales of low-end brands or mid-to-high-end brands to make profits.

Brands such as SkinPosing and Kérastase belong to the mid-to-high-end or high-end brands.

Helena, Biotherm and Ranko are among the three most cutting-edge brands of L'Oréal.

Not to mention that L'Oreal can't agree, that is, it agrees, its own brand value, the research institute in its hands, as well as the production base and some direct sales stores, if you want to buy it, how much does it cost?

It's not a snake swallowing an elephant, it's a small snake swallowing a mammoth.