"In terms of sales volume alone, compared with the same period last year, our new product sales have swelled by as much as 10 times in the same period, stimulated by the see-to-buy and buy-now. Qiao Yun said and smiled herself, "Of course, considering that we have only been established for a little over a year, this multiplier is just a gimmick." ”

Her funny tone aroused Mandypark's laughter ld also pulled the corners of his lips, showing a smile, he looked at her very carefully, and was a little surprised, Qiao Yun guessed that it was because of her English level, but of course she would not be complacent because of this: whether the acquisition can be successful, to put it bluntly, is whether [see and buy] is attractive enough for GA, and what determines the attractiveness? It is judged by the man in front of her, whether her understanding of the Chinese market and marketing talent are worth giving up so many benefits.

A ppt table was displayed on the slide projector, she continued, "Originally, the sales of [rhyme] are also rising, this is our statistical table from the early days of the grass to August this year, which is relatively rough, but we can see that our tag volume has been rising, and the speed is very fast, although the total amount may not be comparable with international brands, but I think this expansion speed should also be similar brands can not be compared with us." Or it is no exaggeration to say that in the current market, brands with similar positioning to us cannot be compared to us in terms of commercialization success. ”

"Yes, without a doubt. Kevin said, his eyes never left Qiao Yun, and his tone was calm and sharp, "I've read the relevant data, your words are too modest, joe, it can be said that in the Chinese market, there are no commercial design brands similar to yours at present." ”

He pursed his lips slightly, and made a gesture, as if expressing his disdain for those independent brands that could not be successfully commercialized, this emotion certainly did not escape Qiao Yun's eyes, Kevin also found this, he smiled slightly, "Although it is good to laugh at me, I think that although fashion design is inseparable from art, in the final analysis, this is still a business, unlike Mandy, for me, the report is more attractive than the fashion show, and the profit is stronger than the artistic connotation of the series itself." ”

"Vulgar. Fu Zhan said with a smile at the end of the long table, and Kevin raised his hand to confess, "This is the businessman." ”

Of course, Qiao Yun has heard of Kevin Arnold, this man may still be unknown, but in the next few years, he will take the position of GA purchasing director and become the most popular successor of the GA Group, and it can even be said that he is the successor of the old president. The successor to the luxury empire is of course of interest to the media, but it is more about his lace news – a famous philatelic collector whose arms are often joked as rentable billboards that are rented by his major brands on a rotational basis.

Influenced by the report, coupled with the fact that he himself is handsome, he is not 185 tall enough to be a model, but he has obvious Italian ancestry, and he has black hair and green eyes in southern Europe. Qiao Yun naturally thought that he was a more slick type, but he didn't expect him to be unusually rigorous at the negotiation table, even the jokes were tense, and the intention was very strong: for many designers, this statement is naturally not too good, and it is more temperamental, no matter who you are, you can throw your face off on the spot.

But of course Qiao Yun doesn't do that, in fact, she thinks Kevin has a point, "In business, if you don't think so, the business will fail - so most designers who start brands have severe schizophrenia." ”

A small burst of laughter from the table was a response, and she preempted Kevin to speak, interrupting his rhythm. "Commercialization has always been a big advantage of [rhyme], of course, we have a lot of successful experience for GA may be very naïve, single product design, the balance of the series structure, the choice of sales models, these have a lot of talent expertise within GA, our experience is at most a little local characteristics. ”

"The experience in the Chinese market is also very valuable to us. Kevin smiled and glanced at Mandy, who immediately responded enthusiastically. But of course, Qiao Yun has no intention of saying more, just kidding, even if the acquisition is successful, this is the brand's own housekeeping skill.

"But it's a waste of time for Kevin, isn't it?" she said, "Today's topic is still see and buy, and some of my ideas for it—I venture to guess that I'm so interested in it because the rate of expansion estimated within the group doesn't match the facts, and there's a serious lag, isn't it?"

Kevin went to see Fu Zhan, Qiao Yun smiled, "It's just a guess on my part - I'll just take it, Kevin, have you ever wondered why this is happening?"

"No particular thoughts. She cut off the rhythm several times in a row, forcibly walking with the conversation, Kevin sighed lightly, as if he had given up, his arrogant attitude softened, and began to become cooperative, "Miss Qiao, what do you think is the reason?"

"Business can't be opened for two reasons, the first is that there is no market, and the second is that there is no demand. Qiao Yun said again what she had said to persuade Brother Qing and Fu Zhan at that time, "Of course, there is no need to find a way to cultivate, and the lack of purchasing power is the real problem." China now has enough purchasing power – in this year's financial turmoil, it can be said to be very scarce, and I think that in ten years, no, five years, the purchasing power of the Chinese will be the topic of all consumer goods manufacturers. It's a very attractive market, but is there enough demand?"

"Judging from the widely marketed pirated goods in China, there should be enough genuine demand to feed the sale of luxury goods, which is the most basic math problem, and China has 33 administrative divisions, and optimistically, 33 capitals should support at least one high-end shopping mall...... But the fact is that the buyer's department store can't even survive in Beijing, and the form of specialty stores has overwhelmed the various brands, except for Beijing, Shanghai, Guangzhou and Shenzhen, the rest of the cities are like forbidden places, and everything that crosses the wall will not end up with good results. ”

Qiao Yun's determined tone made Kevin can't help but glance at Fu Zhan again, who raised his hands to show his innocence, and Qiao Yun couldn't help but smile, "It's all my own thoughts." David has always followed a non-disclosure agreement and did not reveal what should not be said. You have cooperated with him, and you should know his style best. ”

The Fu family is the general agent of several groups in China, how can it be done if they can't learn to keep secrets?

Of course, Qiao Yun didn't guess, but this did not reduce her pride - everything is a golden finger, but her design and judgment are not, that is, to see and buy, this is really her own decision, from the inspiration at that time, to persuade Fu Zhan, Brother Qing, and finally presented in front of the public, who knows the pressure in the middle? In the eyes of others, she has always been bold, and she can always win if she loves to gamble, only she knows that other gambling games are cheating, only this game is relying on her own strength.

In her previous life, she had been exposed to this concept and knew that several luxury brands had adopted this idea, but several of them had given up one after another, and it is difficult to say what the outcome of Burberry that persevered. It is her own judgment to think that it is suitable for China, and no one can give her confidence. Therefore, she wants to go to the end of the free wind chess - if it fails, she is afraid that her voice within the brand will be lost, and the mess will not be handled by her anyway. During the whole press conference, she didn't even have time to watch the show, and she hung on the sales volume wholeheartedly, how could Fu Zhan understand that she was in such a hurry?

Of course, now [Yun] can't say that this strategy has been successful, and it's still unknown how long it can last, but at least, now even the young owner of GA has to sit down and be honest and listen to her fool!

Qiao Yun pursed her lips, but there was also a smile in her eyes, this smile was like a lighter, lighting up her □□, making this little girl with long hair fluttering in white clothes and black pants, at least from the outside, pure as a lily, full of contradictory charm, her appearance was almost a little fragile, but her aura was like a red lotus fire in full bloom, and her confidence burned strongly: it was guessed, it was such a cow, do you believe it or not?

"Why is it in such a quagmire because China is too large and overpopulated, diluting the living place of the wealthy class?"

"These are all problems, but they don't explain everything, no matter how large the population is, the wealthy class also tends to move closer to the central cities, and no matter how low piracy is, there will always be people who will buy the original copy - at least in the rest of the country, next to the Broadway theater is next to the stall with Burberry scarves for sale, but you never see girls in small dresses looking at it. Qiao Yun hung her appetite, put her fingers against her nose, and her expression was even more confused, "Why is that?"

She hung her appetite for a few seconds, Kevin stared at her for a moment, Qiao Yun's eyes fell on his unconsciously clenched hand, and he couldn't help but purse his lips and smile, she unveiled the cup, "I personally think that this is related to the unique consciousness of rising class in Chinese culture." Therefore, the luxury business in China will never be as easy as imagined. ”

Of course, Qiao Yun does not mean that the scale will never be able to expand and that it has been struggling on the verge of bankruptcy or something, but that the pace of expansion of luxury groups in China is certainly not as fast as expected, and buying handmade department stores may never be able to do it. Business will definitely expand with the development of the economy, but the people who will buy genuine products will never think as much as the European and American groups, unless one day the price of luxury goods can be affordable in Chinese and is no longer a luxury - but, according to their brand positioning, it is time to adjust the price again.

"I don't want to go too far, starting with a few hundred years ago – but the truth is, the modern clothing business is not very old, it started in the early 20th century, at a point in time when your main market was already socially transformed, the classes were fixed, and the liquidity was very low, and for mass luxury, its two user groups – the rich who could easily spend and the sophisticated middle class who could afford to spend from time to time – were used to paying for their class. ”

"What is the wealthy class? Living in a rich area, with a big house, a good car, good security, and of course, going to a good restaurant and shopping in a good department store. Let a lawyer go to ...... Well, a lawyer is not ashamed, but he himself will be a little embarrassed to let a doctor go. If you are a person of this class, you have to live in the way of this class, pay big tips, buy a certain amount of new clothes of big brands every season, and become a VIP of a brand or department store...... Luxury is also part of this approach, and they have long been accustomed to paying for 'living in this class', for intangible products, for services, labor, artistic aesthetics...... In other words, when a T-shirt costs only $10 and sells for $500, even though they will have the urge to buy a pirated copy, they still recognize the original copy in terms of values. Buying genuine luxury goods itself is also included in the lifestyle of this class, you are full of piracy, even if no one can see it, but with so many famous brands is not a luxury VIP, your name cannot be found in the purchase record...... This can make you out of step with the class culture. ”

"But Chinese are different, Chinese will never pay for their own class, from ancient times to the present will not have, when a T-shirt is only worth 10 yuan but sold for 500 yuan, people will directly buy pirated copies, if they can't buy them, they won't buy it at all, because in Chinese culture there is never the idea of 'which class is to live according to which class', we don't need clothes, You can wear a T-shirt or jeans to the best restaurants and meet with friends, no one will look at you more, shopping is not a need, but a choice. Among all the reasons for the setback of the development of luxury groups, I think the psychological trend brought about by this cultural atmosphere is the most fundamental reason. ”

"If it's a need, you can only obey, no matter how unreasonable it is, you'll try to find a reason to accept it, but the choice can be measured, and you will make your own judgment. We all like bargains, is it reasonable to sell clothes for 10 yuan for 500 yuan? For Western customers, this dress is very important, and it is also important to buy from this store, so she thinks it is reasonable, she has to think so, otherwise she will be a fool, no one likes to be a fool. But for Chinese customers, if you sell me 500 yuan for 10 yuan for a T, you are blackmailing. This dress doesn't matter to me, and it doesn't matter to me to buy it at this store, so if I buy this dress, then I'm a fool. ”

She said it quickly, Mandy couldn't keep up, but Kevin listened attentively, his eyes when he looked at Qiao Yun had changed dramatically, and the faint suspicion at the beginning had long since disappeared: Qiao Yun's confident attitude when she spoke couldn't be acted, this was not a marketing master manipulated by Fu Zhan behind her back, and even David felt that this point of view she said was very fresh.

"As long as there is a market and there is demand, no matter how hard the conditions are, the expansion rate will be amazing, but if the demand itself is ambiguous?—— I can reveal a statistic, in our domestic and overseas markets, the only overseas sales that exceed domestic sales is the T-shirt series we launched in the summer," Qiao Yun said, encouraging Kevin to participate in the discussion, "Of course, this is because this T-shirt has been worn by celebrities in Europe and the United States, but also because——"

"For customers in Europe and the United States, spending $200 on an original T-shirt is natural, but in China it's seen as an insult to IQ. Kevin muttered. This view will make the sales gap between winter and summer more obvious, and it will also make the buyer's department store lose its fundamental foothold. ”

"Yes, the essence of a merchandiser or a boutique, is the buyer, and the customer gives the judgment of the quality, aesthetics and grade of the product itself to the buyer and pays for the service. But in China, customers are used to making these judgments themselves, and they don't like to pay for such an intangible service. If you cut the label, the customer will question whether the brand of the dress is worth the price, and if you don't cut the label, the customer will go back to Taobao to search after trying on the body and buy some more cost-effective bargains. That's the fundamental reason why new brands in China have to use a now-buy model to gain a foothold: our customers are more practical, our logistics and online shopping are more developed, and we are reverse-engineering – or I would say legal piracy more experienced and less morally burdensome. ”

Qiao Yun smiled, "In the past 20 years, China has been overtaking with a late-mover advantage, we are used to reverse research all the good things that can be accessed, and the speed is also very fast, Taobao has a great impact on our shopping habits, developed logistics and the Internet have made us abandon the traditional distribution model, consumers are always lazy, look at the money online, try it out in the store, buy it back online, and the store has become a fitting room, which is an irreversible model." Including what we said before, China's wealthy people are too scattered, and the cost of counter expansion is high...... All these factors determine that [Yun] must adopt the watch-and-buy model, only the Internet can ignore the spatial distance - let them watch directly on the Internet, I don't want materials, I don't buy advertising space, anyway, I can't buy them in more than 30 large and medium-sized cities, even if they do, a large number of customers living in second-tier cities still can't see it. No, I advertise on the web, broadcast my launch live, tell everyone about my brand positioning with videos, publish and buy at the same time, don't give pirates time, I use hunger marketing...... It's all about leaving consumers with no choice in this moment. ”

Of course, there are many tips here, but she doesn't plan to go into too much detail, "Of course, this will definitely still lose a lot of customers, because I said that even if you can afford it, if the Chinese don't think it's worth it, he will buy pirated copies, and if he can't buy pirated copies, he won't buy them at all." But we are dealing with a large group, there are always people who will have different ideas, their desire to buy is too strong, overcome this inertia of thinking, she is caught up in our hunger marketing atmosphere, and finds that many people do not think it is worth it, and shake their judgment - no matter what, when she spends this money on this item that she does not think is so worthwhile, buying the authentic product of our brand is no longer an option for her, but a need. So—"

Then she'll find a reason to make it worthwhile. Kevin said, "So ......"

He leaned back, his left hand on the armrest and kept tapping, still staring at Qiao Yun. "You've got your first loyal customers. ”

"That's right, from that moment on, we had our first loyal customers. ”

The corners of Qiao Yun's lips rose, and she smiled confidently and flamboyantly at this moment: she knew that she had already got what she wanted at this moment - she had become the most valuable core of Kevin's heart, the most valuable core of the [Yun] brand, and the core that could make him accept the high asking price.

If GA and Fu Zhan had any tacit understanding, I believe that after this moment, there will be different decisions, and in their cooperation, she will still be the unshakable core.

Fu Zhan is right, she really shouldn't be afraid of him, why is she so unconfident? Indeed, compared to him, she is weak in all aspects, but so what? She also has the most precious, the most core, the most irreplaceable capital - her talent.

“…… Very detailed observation, clever angles, I want to know where to hire a market research agency as good as yours. Kevin said, Qiao Yun suddenly smiled like a flower, she wanted to be humble, but he raised his finger, "No, no, don't be modest, I know your Oriental habits." Of course, I've read a lot of research reports full of numbers, but the clothing industry has always been in the psychological business, and you are the designer I have ever met with the most unique grasp of customer psychology, believe me. ”

Westerners have always been sincere in pouring rice soup, Qiao Yun didn't take it seriously in her heart, and she was reluctant to feel embarrassed, she knew that this meeting was not over yet. What I just said are all advantages, that is, it sounds really beautiful to see and buy, and it solves many difficulties in the Chinese market in one fell swoop, but——

"But I still have a question — and that's pretty much the question of all online e-commerce," Sure enough, after a series of compliments, Kevin's tone became sharper. "How do you resolve the conflict between pre-sales and after-sales?"

"With such expensive clothes, you always have to try them on before you buy them, and even if the counter is reduced to a fitting room, it still has value. But the question is the same, with such a scattered customer base, can we provide enough fitting rooms?"

"After-sales is also the service scope of luxury brands, online sales will greatly improve the after-sales rate, have you calculated this part of the cost?

"See-and-buy, there are strong requirements for advertising, and follow-up advertising must be kept up in time, or can you ensure that all your viewers see the live broadcast in time, and that live broadcast is enough for them to want to buy?"

One question after another, picking on the many shortcomings of this model - the fault-finding link is coming, what price GA will offer in the end, I'm afraid it depends on how well she answers these questions-

The corners of Qiao Yun's lips curled up and she smiled slightly. 166 Reading Network