Before the rise of the Internet economy, this was destined to be an unsolvable problem, because the legend of a certain advertisement and a certain product being so popular that a certain company came back to life has of course been circulating, but if you want to study it in detail, most of you can read the exaggerated colors in these stories. However, it is certain that if a successful advertisement can become a hot topic of public discussion and attract cross-field attention, it will definitely be of great help to increase the sales of a single product, and even the sales and image of the entire brand.

"Of course, no customer will admit positively, regardless of whether the survey is anonymous or not, there will be a whitewash psychology when the respondents write it, not to mention the second and third tier city channels that have the fastest growth rate in this sales channel, and our dialogue with customers is not direct, and we have to communicate through small distributors, that is, SVIP customers in the internal classification. The survey is said to be anonymous, but in fact, it is a virtual reality for them, and their identities are very clear. Do you think, how could she write on the questionnaire: I suddenly decided to buy a dress of this brand because I knew Qiao Yun from the news, and knew that she was Qin Wei's girlfriend and the designer of China's No. 1 luxury brand. I don't know how much those luxury goods sell abroad, but the news says that this is the number one luxury item in China, and it can be bought right in the county seat - if I want to buy a good dress, I can do it. ”

Doing business in China has high requirements for entrepreneurs, and the rapid development of more than ten years and decades has made China soar and overtake rapidly in some areas that are urgently needed, but there are also more supporting areas that are simply blank. In many cases, it has to be done by the leading companies in the mountains and rivers, unlike the Western market, where the business field is highly developed, and most of the services you can think of are provided by companies. A good example is [rhyme], from the official mall, to achieve 'both see and buy', Qingge has been dealing with the top group of IT talents in China, at the beginning of the luxury company was not attractive to them, no matter how high the salary is useless, they try to talk about cooperation with the company behind it, and if they can't talk, they will hire someone to do private work at a high price, and even come up with a way to exchange shareholdings with IT companies when they are most embarrassed, and even want to use their own money to invest in the IT industry as a shareholder, just to find talents to achieve this Qiao Yun's requirements. In the end, Fu Zhan couldn't look past it, and used his personal connections to have a meal with the senior management of the online shopping giant - not to do things with friendship, but to find an opportunity to persuade the other party, and use the report to show how much transaction volume a company like [Yun] can provide Taobao in a year, which is why he finally borrowed an excellent team of engineers to make this see-and-buy system. As for the live broadcast and the addition of barrage, the needs of these geniuses, Qiao Yun is only responsible for depicting them, how to make it come true has to be touched by Brother Qing himself, Fu Zhan manages the daily operation of the company, it is impossible to reach out for everything, and Brother Qing doesn't want to be just a little brother who has to ask the eldest brother for everything.

And this time to market research, the situation is the same, in China's vast market, there are not a few market research companies that can be said to be reasonable, in a few companies with acceptable qualifications, there are very few companies involved in the garment industry, and it can even be said that the county market, the understanding of these companies may not have completed the sinking of the [rhyme] more. The growth of foreign countries can be handed over to Nielsen to investigate, but who will do the part of the domestic market? Is it also Nielsen? China's luxury industry has only just begun to develop, and online shopping is the only one, and several senior executives feel that most of their cases provide research models for research companies, rather than any convincing conclusions.

"The research on second-tier and third-tier cities, including online shopping data, can continue to be left to Nielsen to do. "Brother Qing has also been exercised, every step of the development of [rhyme] requires him to learn quickly and refine quickly, from scratch - the entire online shopping system can be online, are you afraid of this research? The formation of the entire industry of online shopping is a matter of five or six years, any market research has a lag, especially luxury online sales, we are the first people in the world, they do the physical market is good, do online shopping is estimated to be better than nothing - may not be as good as Taobao can give us more support. ”

He was fascinated, "It would be great if our store was built on the basis of Taobao, I heard that they are developing a kind of big data research, which can make user portraits very clearly, and it is very accurate, absolutely different from the previous kind of physical market research, which is closer to metaphysics, and this kind of personal data integration research is completely based on evidence——"

In the eyes of the other two partners, he coughed a few times and turned back to the topic, "Of course, our brand is not very in demand for this, after all, clothing design, pay attention to inspiration, someone will not consider the market at all, and it is impossible to use market demand to guide design." ”

In order to divert the embarrassment of going off-topic, Qiao Yun suddenly scolded Qiao Yun, and Qiao Yun fed, "What, it's just the show design that doesn't compromise, okay, I will also listen to the market demand and design new daily models." ”

She decided, "We still have to continue to work with Nielsen, the fashion is led from the top down, but many details are feedback from the bottom up, and grasping these details may not make you sell at once, but not catching them will definitely become an important reason for losing customers every day." Like the big pocket jacket this time, Nielsen surveyed a lot of positive feedback on the grounds that it can enlarge the screen of the phone — this is a good example of what they may not be able to offer in a short period of time, but these are valuable enough. If we continue to work together, we can always train them - this is always more realistic than cultivating a specialized department like this ourselves, where can there be so many talents. ”

"In fact, if you want to become bigger, it is very necessary to run your own market research department, and external companies can only make one supplement at most. If you want to build a whole industry chain from luxury goods to FMCG products......" Brother Qing said softly, as if full of grievances: seeing the money rushing to his feet, but because of the stubbornness of the talker, he couldn't make money.

"What do you think CY is doing now?" Qiao Yun closed the notebook angrily and slammed it back again, "Do you think I don't have the ambition to do the whole industry chain?—— you want to use CY's money to build such a department, I don't object to it." ”

"I ...... That was not what I meant. No matter how big the tail wolf is outside, he was poked a few times by Qiao Yun and still returned to his original form, Brother Qing was a little flustered, gave Qiao Yun a few looks, and pretended to be calm, but did not look at Fu Zhan's face. "Besides, CY is not the whole industry chain, it's still far behind, it's a small fight, a small fight, a small fight......"

It's a bit of a shame to say that it's not the whole industry chain, CY's current commodity positioning, has subdivided the market to a very high degree, and the object of copying money is no longer limited to [rhyme], and even legally it is a completely sound brand, anyway, they will never copy the logo to the extent that they will be judged to plagiarism, as for plagiarism, is it still called a thing? When it leaves the factory, the neck mark is its own brand with cy registration, as for how to dismantle the label to sell the major Taobao shopkeepers, Y itself is a model enterprise of formal production and taxation, after several years of excluding the development of dissidents, it can already be said that it is a small giant in the domestic clothing industry, from 2000 yuan to 100 yuan, positioning is more complete than many well-known large groups, but it is hidden in the Internet, the vest is heavy, and it is not yet known.

However, this rising group, almost a crazy degree of profit, also brings another delicate problem: in the early stage of CY's development, it can be said that it grew up by sucking the blood of [rhyme] and other brands, although from a legal point of view, no one can sue a result in law, but to Fu Zhan is tantamount to treating him as a fool, CY development can be so smooth sailing, and the early sweep in N City has a lot to do with it, including several anti-counterfeiting activities organized later, [rhyme] and CY also benefit from both ends, the rhyme curbs the existence of fakes that can be messed up with the real and ensures the source of genuine customers, while CY relies on the supply of 90% and 80% similarity, and advertises for [rhyme], and at the same time, it also sharpens the knife and makes a lot of profits at the construction site -

This money, if it is not distributed to Fu Zhan, it is definitely inappropriate, no matter what he thought at the time, this number is now so big that something will happen if it is not properly distributed, Brother Qing doesn't even have any greed, some people are impossible to fool and bully, what should be given to him must be given - Fu Zhan is undoubtedly such a ruthless character. It's just that Qiao Yun never mentioned this stubble, and he could only beat the side drum to show his attitude. Qiao Yun didn't have a clear attitude, and he would never dare to admit how big the scale of CY's profits was - wouldn't that be a provocation?

"Anyway, whether it's the whole industry chain or not, you know it in your own heart. Qiao Yun was also aware of Brother Qing's psychology, she didn't retreat, but deliberately took a step closer, raised her eyebrows and smiled, waiting for Fu Zhan's reaction: from the moment they met at the New York airport, he became the problem solver with a smile again, as if he had never endured her stormy venting, had never heard her declaration of words, and was stunned that he didn't catch a trace of pigtails for her. Although this man's scheming and forbearance no longer make her afraid, it does make Qiao Yun have to say her admiration from the bottom of her heart: no matter how forced she is, it seems that she has never let him lose the initiative.

Just like now, for the fact that most of the dividends driven by [Yun] in the development have fallen into the CY's pocket, and among the three partners of [Yun], only he has not been able to share this dividend, Fu Zhan is also silent at all, he just said with a smile as if he didn't understand. "I agree with Miss Qiao's statement that a mature market must need mature support, and online shopping is not a closed industry, and sooner or later there will be consulting companies coming in. The sooner we cultivate a mature consulting company, the sooner we can enjoy the benefits of consulting and develop the market more precisely. Even this time the investigation has given us a lot of clues. ”

He flipped through the information, "The sales growth in the overseas part, they analyzed the reasons that were similar to what we expected, that lawsuit was the best advertisement, and many players who participated in the search for evidence became our new customers- Nielsen also noticed that the frequency of our presence on social networks is growing rapidly, but they regard this as the result of advertising effect, he does not know that we have placed a batch of ads in ins influencers, and on the premise that the popularity has increased significantly, and customers have a wide awareness of us, this kind of intensive social network soft advertising should also have a very good effect on sales, because our online shopping volume is increasing rapidly, and Nielsen's survey also shows that our customer base in North America is almost entirely dominated by young people, and the age distribution of online users is basically the same。 ”

Benefiting from the lawsuit of [Yun], their popularity has increased several times or more than ten times, Qiao Yun can be regarded as relying on her radical words to make a good advertisement in North America, and completely establish a brand image - she has received rumors, it is said that the North American art world has a good evaluation of her show, but so far this is just some rumors from Julie, and mainstream magazines and media are still completely ignoring her. In the whole United States, only Samaritan continues to enter her family's goods, and this is because they are all their own people under GA after all. This obviously limits the development of [Yun] in the mature age group, but it is not a complete loss of this market, after all, Samaritan is also the world's first luxury department store, and the number of stores in the United States is enough for a brand in the early stage of development.

However, judging from the purchase data, her influence is still more concentrated in the young people, which is also the result of being expected in advance, no one is surprised by this, Qingge just smiled and said, "You see, Nielsen doesn't know anything about luxury network marketing at all", which proves his point of view with a sense of superiority.

"That's because we're not big customers at all, and they're not doing it all, otherwise you think they're not going to notice?"

"When all the friends come in, I promise you, he'll take a second to fill in the gap. ”

Qiao Yun and Fu Zhan said something similar almost at the same time, they couldn't help but glance at each other, and looked away at the same time, Qiao Yun was a little unhappy, the smile on Fu Zhan's lips deepened a little, he continued, " As for the sales growth of physical stores in domestic cities, they believe that it is the result of a series of news reports after the previous GA investment, as well as the rapid development of China's economy, as well as the recent social news related to Miss Qiao, these three exposures are the result of the combined effect, Chen Di disagrees with this, from the example he just cited, he feels that the increase in sales is mainly due to Miss Qiao's social news, and therefore loses confidence in the quality of Nielsen's survey. ”

He didn't express his opinion, just introduced the situation, but Qing Ge still couldn't help but interject.

"GA investment has been in the news for more than a year, and there has been no follow-up recently, and I am indeed unconvinced when you say that the market is so slow to react. We have all done marketing, the Chinese market, the response is really very fast, you can't a news to a year later suddenly start to power, clothes start to sell, this is unreasonable. He put forward his opinion, "If you want to say that it is a direct reaction to the news of you and Qin Wei, after that incident, we sent two seasons of clothes, and the sales of each season are rising - so it is reasonable, at the beginning it was the city, everyone was well-informed, the sales rose, and then spread to the county, the information, the transmission speed is always slower and slower, and this season began to give back, the larger the base market, the more turbulent the feedback results, so there was this abnormal rise." ”

"According to your theory, we'd better accept the result that the sales will definitely fall suddenly, and this kind of scandal-style sales will definitely be unsustainable," Qiao Yun rolled her eyes, and she didn't agree with this answer very much, "Besides, now that the Internet is so developed, there is almost no cost of information transmission, and the highest growth point of our domestic sales is the young people who shop directly online, these people are the most sensitive to news, if it was because of the scandal, it should have exploded last year, and now these news are almost out of gas, how can it be because of this explosion?" ”

Doing an investigation is not like a criminal detective, there are no thrilling and exciting action scenes, and there is no flash of inspiration, 'the real murderer is you', everyone politely sat down and peeled off the cocoon, discussing one by one, "The stimulation of domestic economic development is indeed there, the economy is good, there are more rich people, and it is natural that the demand for luxury consumption has increased." Nielsen analyzes that the increase in customers over the age of 30 is due to the big environment, which I agree, and I think our sales increase in second- and third-tier cities and counties has something to do with this - but this is not enough to explain the new online sales. ”

What has not been moved in front of them is a sales data analysis table, the advantage of the [rhyme] to see and buy system lies in this, completely integrated the entire sales chain, whether it is a city agent, or a small county town SVIP customers, have to log in to the system to place orders online, which also makes it very easy for them to pull out various forms, to some extent does weaken the role of market research companies. On this sales curve comparison table, the trend of almost every curve has found out the reason, the steep rise in overseas network, entity sales, the same upward trend, but the curve is not very steep domestic entity sales, which is subdivided into cities and counties, the trend of the two does not completely coincide, but the curvature is about the same, it can be seen that the county has a lag cycle - and only the steepest, almost a big straight line of domestic network sales, so far there is no discussion to convince everyone.

Gossip theory, economic development theory, news theory, word-of-mouth theory, live broadcast marketing theory, research companies and [rhyme] internal analysis have all been overturned one by one, at least it cannot fully match the curve. For example, live broadcast marketing seems to be the biggest reason, but this time the explosion is that the live broadcast has exploded before it even starts, and the live broadcast is definitely important, but it is not the main variable. In the same way, there is also influencer marketing or something, which is also a means that has existed for a long time, and it cannot be said to be a winning move. So far, I am still ignorant of the sudden victory, and I can't review a particular reason, so I can only accept the statement that 'this is the result of multiple reasons', but of course no one will be persuaded by this, Qiao Yun and Brother Qing discussed for a long time, and flipped through the report sullenly, "Alas, I don't even have a fresh point of view - so it stimulates my inspiration." ”

Seeing that the meeting was about to reach an impasse, Brother Qing gave her another look, and took her to look at Fu Zhan, who was hanging his head and sorting out the documents, Qiao Yun followed and looked over, and was stunned before realizing that Fu Zhan seemed to be actively participating in the whole meeting, but if you think about it carefully, most of them are guiding the discussion, reconciling the atmosphere, and thinking about it carefully, her opinions have not been expressed once.

Is this a tantrum?

If you think about it, it has been more than half a year since she returned to China from New York, and he seems to have never expressed any opinion on her decision-making, and he is completely content with the role of executor. Qiao Yun used to think that he didn't want to get involved, 'It depends on how long you can make trouble' - although she was also confused about the two seasons of the sale, but it was still worth being happy to be able to hit him in the face, but now she needs advice, and she won't continue to gamble with him - maybe it used to, but now it has long surpassed that narrow-mindedness.

"David, what do you think?" she asked, her tone clearly implying that she wasn't going to whisper anything for Fu Zhan's wisdom, he was willing to say that of course it was good, and it didn't matter if he didn't say it, anyway, it was a big deal, not a blast, and it didn't last, so what?

"I do have some immature ideas. Fu Zhan seemed to have taken her hint, held his glasses, but didn't take Qiao, and naturally stepped down. "But I don't have much research to corroborate, it's just a little speculation on my own, so I didn't say it before, since Miss Qiao asked now——"

Of course, Qiao Yun and Brother Qing said that the speaker was innocent and encouraged him to speak boldly, which was also polite, because none of them knew if Fu Zhan really wanted to discuss an idea with them, or if he already had a complete set of theories to explain this phenomenon, and what he said just now was just modest.

"Miss Qiao just said that China's market responds quickly, and I agree with this view, China is now fast at everything, the market responds quickly, the construction of projects is fast, public opinion changes quickly, and the social atmosphere changes just as fast. Fu Zhan also seemed to have a full view of their reactions, he smiled as always, full of grace, and continued, "Of course, the speed is only relative, a year's time, for a news, it is already a lifetime, to say that the news of GA investment, until a year later, there is a reaction, of course this is ridiculous, but the change in social atmosphere, if it takes two years to change, it is a jaw-dropping speed ......"

"I think that the explosion of [rhyme] this quarter is, of course, the result of a combination of factors, but the fundamental reason is that the social atmosphere is changing drastically. He finally got his point out. "Is the rapid development of [rhyme] just because we are standing in front of the take-off of consumerism at this opportune time?" 166 Reading Network