"I found you to be a marketing enthusiast too. Qiao Yun said to Kevin that they still maintained the posture of shaking hands, but adjusted the orientation to facilitate the reporters to take pictures, and the surrounding supporting characters had retreated to the side with interest, and the reporters regarded them as the heroes and heroines of romance films, as if shooting kissing shots, various postures and angles, and the cannon barrel was quickly hit in the face.

Kevin is also a big connoisseur at talking with his teeth, "What do you mean?"

"These reporters, the cover of "Voyage" China, this is all part of the marketing, right?" Qiao Yun let go of her hand, glanced at Kevin, and wanted to sit down, but was asked by the reporters in the audience to take a photo side by side, "I have been emphasizing 'special treatment', do you intend to use this as a selling point to cause controversy?"

"Mr. Arnold, can you share how you discovered the brand "Yun", and among the many designer brands in Asia, did you choose "Yun", is there any special reason for this?"

Kevin didn't answer her question, but straightened his tie and replied in a somewhat humorous tone, "I hope you don't associate this with Jennifer Jefferson, I know we just had dinner together - but it doesn't have much to do with the T-shirt she wears." ”

The venue burst into laughter, and many reporters were gladly taking note of the news point: Kevin Arnold took the initiative to mention his scandal object Jennifer for the first time, which would be a great help in click-through rate or magazine sales.

"But really, the first impression I had of the brand came from Jennifer, when we were at a Valentino event together and I said to her, 'Jennifer, why don't you wear a Valentino T-shirt,' and she asked me, 'Are you trying to create my Jennifer T-shirt – it's like a platinum bag.'" ”

The audience immediately laughed again, this little story was very well received, even Qiao Yun unconsciously listened to it very attentively, "I replied to her, 'Why not?', and Jennifer then introduced me to her favorite brand recently, she said, 'This dress is quite special, it reminds me of the oriental Tai Chi spirit'." It's the first time I've heard of this brand, and it's very impressive to me, not everyone can make Hollywood superstars remember the name of the brand, right? It must have something special about it, something that GA has been looking for for a long time. ”

Kevin smiled and glanced at Qiao Yun and announced, "And now, everyone can see that I believe we have found this kind of thing." ”

Handsome men and beauties sit together, the scene is eye-catching, although each has a scandal object, but it is still as good-looking as an idol drama, the reporters took endless photos, the more they asked, the more excited they became, they felt very interesting at this press conference, definitely not the kind of going through the motions of taking some red envelopes, "Do you think [rhyme] will become an international brand in the future?"

This is a question from a Chinese journalist, Kevin answered without hesitation, "Of course, I believe that [Yun] will become a world-class brand, in fact, we are considering expanding the team and marching internationally, and we already have a very clear timetable." ”

"Don't you think your expectations are too high for a brand that doesn't already have its own brick-and-mortar store?"

"Rationally speaking, [Yun] has only been more than a year since its inception, and there are many brands that don't have their own stores when they are famous, Alexander McQueen, Alexander Wang, even now, it's hard to find their exclusive stores in New York, but that doesn't mean people can't easily buy their clothes. ”

"In fact, we have a different attitude towards specialty stores, I think the era of specialty stores is coming to an end, of course, the flagship store of [Yun] has been selected and is now being renovated, but it does not mean that we will expand aggressively and increase the number of specialty stores. Qiao Yun took over, "[Yun] wants to run our business in a new form. ”

"Is this the case on a global scale?" Obviously, there are also foreign media reporters who have done their homework - from this point of view, the business ability of domestic journalists is still weak, but it can also be explained that the domestic fashion industry has no understanding at all, and does not pay attention to it, after all, this industry is too weak in China. "Kevin, did you choose [Yun] because of their new [see now] model? What do you think of the conservative attitude of many department stores towards the choice of GA, will GA fully enter the era of see and buy?"

Whether in terms of compulsion or professional ability, Chinese journalists are significantly weaker than their foreign counterparts, and these foreign reporters don't care how beautiful Qiao Yun is, and they are not interested in China's national brands, the focus of the press conference is gradually tilted towards GA and Kevin, and Kevin's answer is also official, "The buy and see model is a very good attempt, reflecting the innovative spirit of [Yun], but GA has always encouraged its brands to operate independently, and we will not promote this policy within the group." ”

"[Yun] is still a new brand, the basic market is in China, and it has not attracted widespread attention in the United States, so it is not surprising that department stores are conservative, but I believe that this conservatism will not last forever. ”

"Yes, Jennifer Jefferson loves the brand, but she shouldn't be the spokesperson, and she's still very happy working with Valentino, at least that's what she told me. ”

As one of the protagonists - it should even be said that it is the absolute protagonist today, after all, she is a designer - Unconsciously, Qiao Yun has been hanging on the stage for a while, she still maintains a proper smile, as if she didn't realize that she was being left out, and listened carefully to Kevin's answer, not letting go of the precious opportunity to steal the teacher: she is already sure that Kevin is a marketing master, and his knowledge reserve just complements her, she knows how to make waves on the Internet, and Kevin is familiar with the entire Western media, and his words and deeds contain a huge amount of information, which is worthy of her careful study.

However, to say that the bottom of the heart is not sour, it is a lie. Qiao Yun knows that her mind has never been very broad-minded, and her vanity is also strong, like now she is very aggrieved: her brand, her policy, Kevin basically has nothing to do except pay money, but, what can be done, in the eyes of these foreigners, the group's policy trends represented by GA's investment are much more valuable than the brand [Yun].

From this point of view, what she is rubbing now is the capital of the rest of the famous brands owned by GA, and the wise thing to do is of course to have a correct attitude, be willing to be a green leaf, and don't add drama to yourself. Qiao Yun adjusted her smile, secretly remembered this small account in her heart, and nodded frequently to Kevin's speech, "Instant buy has achieved very good results, we are very confident in this model, [Yun] will always adhere to this release model." ”

It was her idea to see and buy from beginning to end, and this should also be asked to Kevin. This smile is really difficult, Qiao Yun felt like she was hanging on the stage for almost a century, and the Chinese reporter finally grabbed the question, "At the fashion show in Tokyo, Mr. Qin Wei came to the stage to present you with flowers......

It can be seen that he is a little overwhelmed, but the question he asked in a hurry has really dropped to the level, Qiao Yun has the urge to help his forehead, and even wants to stop the simultaneous interpreter from translating: Everyone is asking professional questions, you ask a woolen scandal, big brother!

"I think we should pay more attention to the brand itself, and every fashion show will have an audience come on stage to offer flowers. She said helplessly, Kevin listened to the whispered translation of the staff around him, and nodded while helping, "Yes, maybe I will be on stage next year." ”

This is a joke, through the translation, the reporters laughed slowly, and the domestic reporters were also embarrassed, asking questions more enthusiastically and seriously than just now, but at a glance, they knew that their homework was still not enough.

"Will next year's fashion show be held in Tokyo? Now it's decided, right? Will you consider moving the venue back to Japan?"

"Will Du Wenwen give you a walk next year?"

"Are there already celebrities who have booked your dress for the awards season at the end of this year?"

"Will [Rhyme] open the haute couture series?"

The tall guests, the remarks of investing manpower, the halo of the first national brand to go out, the forced style created in the first half an hour, were all lost at the press conference, Qiao Yun's smile became more and more reluctant, and she was embarrassed to look at Kevin's face when she stepped off the stage - she didn't care about foreign reporters, the deep-rooted Caucasian superiority and ducai prejudice, it is estimated that she has never looked down on her Chinese counterparts.

"You should give the Chinese media some time. Instead, Kevin reassured her, "It's still unfamiliar territory for them, and of course everyone is paying attention to the gimmick." In fact, the global media is the same in this regard, fashion brands can only attract the attention of the media through spokespersons, and celebrities are higher in the food chain. ”

"Really?"

"Of course," Kevin gave an example, "that little story is fake—Jennifer and I never talked about [rhyme], and of course, I'll notice that you do have something to do with her." But the media loves little stories like this, just as platinum bags don't make it because of Jane Platinum - the media just love stories like this, and this little tip you can take to heart is good for publicity. ”

She doesn't have much contact with Kevin, the details after the key meeting are led by Fu Zhan, the fact that Qiao Yun is busy is too much, the show in March 09, to arrange production in advance, it's time to finalize the design, that is, to see and buy is equivalent to advancing the entire work schedule by a year, and it's already November, according to the general schedule, the March show should already be out of the first version of the design concept drawing.

- In short, she didn't have much contact with Kevin, but the impression was not bad, Qiao Yun smiled, "So, you are really a marketing master." ”

"Now, [Yun] is already our shared brand, and of course I will do my best to consider our brand. Kevin straightened his tie, "To answer your question just now - yes, all kinds of special treatment are of course a publicity gimmick, there is no reason to waste such a good meme, isn't it? Especially if you only talk about strategic investment, not about mergers and acquisitions - I heard that the Chinese have a strong national complex, and I think it should help [Yun] gain a foothold in China and greatly increase national recognition." ”

What he said was the truth, and it was even more unexpected that he was willing to cooperate with the hype - even if Kevin didn't take the initiative, Qiao Yun would also ask for it, and then she was planning to shape the brand image of [Yun] in this direction, but it was okay to say that she was a hypocrite, and foreigners talked about it like this, she still felt very uncomfortable in her heart, and squeezed out a smile in response, "Are you teaching me marketing techniques?" ”

"Because I'm counting on a big return," Kevin replied in a joking tone, "I have to admit that your return rate and sales have exceeded my expectations - it seems that even if there is no large amount of advertising, it will not affect the sales growth of [Rhyme], I am indeed very curious about this phenomenon, he violates my perception of common sense." ”

This is the tail of the last meeting - at that time, Qiao Yun did not explain much about Kevin's problem, but just roughly said the difference between the return policies of China and the United States: in most white countries, because of the fierce competition in the same industry, the return policy has always been very relaxed, of course, there are few people in their country, and the return needs to go to the counter to communicate, customers have to pay labor costs, and it is possible to change their minds in communication, so this is not likely to be a problem. In China, this is a completely different matter, the relaxation of laws and regulations, so that Chinese customers are always timid about returns, of course, some big cities 12315 still has a sense of existence, but more often than not. Moreover, the hunger marketing methods they use will also make customers who buy more cherish this opportunity to grab, and they can sell it on Taobao, so the return rate is not a problem that online shopping needs to worry about.

However, this still can't explain the lack of publicity, Qiao Yun didn't say much at the time, also because the acquisition was not a foregone conclusion, she didn't want to expose her winners and losers so quickly, now that the contracts have been signed, Kevin's attitude is sincere enough, and she has no reason to hide it too much - after all, this is not a technical secret, a marketing thing, you can analyze and imitate others if you do it, there has never been a so-called exclusive patent, and it is impossible to keep it secret. "The return rate is very simple, hunger marketing makes the second-hand market hot, and the VIP policy we adopted is also very effective in curbing the impulse of small agents to occupy the goods, as for the big agents, their response is very cold, but it does not occupy a lot of the market, and this loss is more affordable than the speed of sales growth. As for in terms of publicity......"

"Our secret is to focus on the internet – in China, there is a high degree of overlap between people with purchasing power and netizens, and our media advertising industry has always had a poor image, and audiences never think that being on TV will enhance their brand image, on the contrary, in the case of luxury brands, it will make them doubt the style of the brand." Therefore, in addition to advertising in some luxury magazines, our biggest killer is influencer marketing. In today's China, rich people don't know how to buy good clothes, and they don't trust advertising, and the Internet is the best channel for publicity. ”

"Influencer...... "In 2008, the concept was obviously a little new to Kevin — he knew, but didn't think it would make a difference in sales, and more thought that they were made famous by fashion, rather than by fashion to increase sales.

"I expect them to overtake advertising in the next decade, and even in Europe and the United States, influencer marketing will become more and more important as the younger generation grows up. Qiao Yun said with certainty - nonsense, because what she said is the fact that in the next six years, this trend is basically unstoppable in 2016, the paper media has ended, it has been completely iterated by the Internet, and the carrier of TV is gradually collapsing, and the media industry is fully transferred to the Internet is the general trend, and the focus of publicity and marketing will of course follow. "Again, because of the overtaking of latecomers, China has been ahead of the United States in Internetization, so the importance of Internet marketing is highlighted first. ”

Fu Zhan was already waiting for them at the door of the hotel, Kevin would fly back to the French headquarters immediately after completing the signing ceremony, Qiao Yun no longer talked about it, just smiled at him, "And what does this mean to us?—— you know, network marketing is the same as [see and buy], it does not require any preparation, it is also real-time." ”

Kevin thought for a while, for the first time today, the initiative that had never been lost disappeared from his momentum, he bit his lip and groaned for a while, as if he was still struggling to accept Qiao Yun's new theory, and even slowed down - after a while, he was shocked again, and laughed self-deprecatingly, "Maybe it's the same as European and American society, in the face of China, which is overtaking late, I already feel that I am falling behind." ”

Of course, Qiao Yun chuckled at the joke, Kevin didn't say any more, Fu Zhan came up to shake hands with him, and the reporters also rushed out, and in the sound of the shutter, a Mercedes-Benz business car drove over, the bodyguards stepped forward to open the door, and the two masters sent him to the door of the car, and said goodbye thoughtfully.

"Miss Joe. Kevin had already gotten into the car, and suddenly leaned in again.

Qiao Yun was surprised for a while, leaned over while laughing, and the shutter sound around her suddenly went up a step, and Kevin held her hand as if to say goodbye again.

"I have to admit that what you just said touched me a lot – but, at least for now, traditional propaganda methods still dominate. His green eyes sparkled, "[See Now Buy Now] has just started to be implemented, and I know you have a lot of progress to catch up with and need manpower, so the show in March next year is destined to be a transition period - I hope you can make enough results in this year, and we will see you in New York next September." ”

What he means is –

Qiao Yun was surprised and delighted, and didn't know what to say for a while. The initiative returned to Kevin's hands, he looked at Qiao Yun and smiled, patting her hand, "You have the Internet, I have traditional media, Miss Qiao, I am full of confidence in the future of [Yun]." ”

Chong Fu Zhan nodded, he sat back in the car, the bodyguard closed the door, and the car slowly accelerated, driving out of the depth of field of the reporters.

"What does he mean-" Without Kevin, the foreign reporters suddenly dispersed, Fu Zhan and Qiao Yun were still the focus of the crowd just now, but now they have become part of the crowd, Fu Zhan is rarely a little uncertain, he asked Qiao Yun for verification, "New York Fashion Week-"

That's what it means. Qiao Yun gradually came back to her senses-thinking thinking about the conversation just now, Kevin's thinking became clearer and clearer-

"I earned this fashion week on my own. She suddenly said to Fu Zhan, not without the meaning of grabbing credit. "It's my credit. ”

"Good, good. Fu Zhan made no bottom-line concessions to this kind of merit, "Of course, it's all your credit." ”

"No, it's really me who told us about it just now," Qiao Yun was a little unhappy again, "He didn't plan to give it to us—at least not so early, he just changed his mind—"

They're going to New York Fashion Week!

So fast!

GA shot, it must be the main stage!

They're going to New York Fashion Week!!! New York!

Qiao Yun almost wanted to scream, and now she also felt a little suspicious - in the great excitement, there was still a little doubt, "But ...... Why is that?"

#

"New York Fashion Week?" It wasn't just the person in charge of [Yun] who was surprised, but in the special car to the airport, Mandy, who was reduced to a bag girl, couldn't help but raise her doubts, "Kevin, this is ...... Isn't it a little too fast?"

Her mood, of course, Kevin can understand, GA personally launched the show, there must be a certain specification, and the brand itself applied for a small show, it is bound to use Kevin's own resources, with the current momentum of [rhyme], indeed, the market in Europe and the United States is still a little smaller, should be brewed for a period of time, to see how buyers react to [see now and buy now]......

"This isn't the first time I've heard about online marketing. However, he is not without his own reasons. "The last time I was told with such certainty that print media is dead, the Internet is the future, and the future of the fashion industry is online, it was Jennifer Jefferson. ”

"Huh?" Mandy couldn't help but be stunned, this is Kevin's reason?

Isn't this reason enough?

That's why Mandy hasn't been able to change jobs, Kevin smiled, didn't continue on the topic, and instead asked, "What do you know about influencer marketing in China? ”

Although she didn't put too much effort into China before, Mandy still has the ability, and with the acquisition negotiation of [Yun], she also did a lot of research work on the Chinese market, especially the online market, which came in handy immediately. "China's influencers are still in their infancy, and their main base is BBS-style forums. ”

As she spoke, she opened her laptop and displayed her PPT, "This photo is the best-selling skirt of the season - after China's most popular Internet celebrity wore it, it directly overturned all our predictions and became the hottest seller of this season, which is somewhat contrary to common sense." ”

She paused, struggling to pronounce, "Her name is Coco Demon—"

"Hmm. Kevin was also very satisfied with her performance, his eyes fell critically on the photo, and he could see at a glance many shortcomings compared to the magazine photos, the framing and lighting were very amateurish, the PS was excessive, and the complexion was so white that it was simply distorted-

"Huh?" he sat up straight, a little suspicious, "This coco demon—" 166 Reading Network