"It's insane. ”

In front of the TV, Chen Di covered his forehead with a 'snap', and he couldn't tell whether he was helpless or relieved in his laughter: although he was really crazy, he ...... Just because Qiao Yun refused to reveal what she said in advance, and just asked them to watch TV by themselves, what could they not guess?

"Wait, Qiao Yun, I heard you right-this is really very unexpected, do you mean that the concept conveyed by the coco demon is correct, or do you agree with the views in her blog post? I may have asked a little more carefully, but audience friends, if you have read this blog post, you will know that there are some points in it that cannot be recognized by our designers, for example, she said, saying that the quality of [Yun] clothes is similar to that of a 300 yuan T-shirt——"

"I wouldn't say she's wrong about that. In the exclamation, Qiao Yun changed her posture and casually threw down explosive remarks, making the decibels of the scene even bigger, and an innocent smile appeared on her lips, as if she didn't expect her answer to provoke such a fierce reaction, and still talked eloquently, "Of course, it's almost not exactly the same, but it can be said that for more than 90% of consumers, there is not much difference between [Yun] clothes and goods that can be bought for 300 yuan." Here I want to introduce to you the concept of cost-effective curve, can the director give an insertion picture? ”

In the chuckle, a simple coordinate chart appeared in front of everyone, and Tian Mi also saw a similar picture from her mobile phone, "Oh, this is the first time I've seen this picture, it's very interesting, normal consumer goods are the most cost-effective - public consumption and luxury consumption are even lower." ”

"Yes, this is from the perspective of the mainstream consumer class, of course, there are exceptions, for example, the subway, in the rush hour, its cost performance is higher than that of private cars, at least in Beijing, regardless of the economic strength, to be punctual to the best to take the subway. Qiao Yun is really good at doing interviews, as the face of the brand, she is really very skilled, and a few random words will make the audience laugh, as if this can dilute what kind of inappropriate words she just left - not that this is wrong, but this really shouldn't be said by her. "But in most cases, this curve is correct, normal consumer goods are the most cost-effective, you go from A to B, the subway is 2 yuan, the taxi is 30 yuan, the cost of an ordinary private car, which is equivalent to the cost of buying a car and fuel money, may only be 20 yuan, although the subway is cheap, but it is not comfortable, the taxi is more expensive, and the experience is not as good as driving yourself, so if you drive a Honda Fit, this is a cost-effective choice. ”

"But what if you're driving a Bugatti Veyron or a Rolls-Royce? What if you have a full-time driver? The cost of this journey may rise to 100 yuan, but you won't get four times more comfort than the Honda Fit, and that's the development trend of the price-performance curve, once you cross the tipping point, you have to multiply the extra money for a better experience, or even multiply it by a hundred. So, you say that the [rhyme] T-shirt, the price is 1500, is it really 5 times better than a 300 yuan T-shirt? No, not at all, it may only be a fifth of the best, our cotton is imported from abroad, it will be more supple, the color fixing is better, our chest line design is a little better, our after-sales service is better, the service attitude is better, and the cost of packaging bags is higher—— The increase is only so small, which may be insignificant to most ordinary consumers, but customers will have to pay 1,200 yuan more to buy this little bit of improvement. ”

The audience couldn't help but listen attentively, and even Tian Mi's reaction was a little sluggish, which may be because she heard some new knowledge, or it could be because the identity of the person who introduced this knowledge is too ridiculous, "You mean, most of the luxury goods are not worthy of the name?"

"This can't be said to be unworthy of the name, it can only be said that the target group is different, maybe most of the consumers, they like to buy products at the highest point of the cost-effective curve, and there are some solid middle class will position the demand for purchase to the right of the horizontal axis, more luxurious, cost-effective a little lower, but not so low, each brand will also do a good job of brand positioning for themselves. For example, Hermes, he positioned himself at the rightmost level, so his cost performance must be very low, it just wants to sell to people who are 'I am willing to pay 100 times the price for 10% of the goods', so of course there is a very high threshold for buying Hermes bags, you have to buy a lot of their bone china, tea sets, and leather goods to buy bags, otherwise it would rather not sell the bags to you, is this because Hermes is forcing them to tie in their daily necessities? No, this is because——"

"Because Hermès is looking for its target customers, it wants its products to be bought by the real wealthy people who use these luxury items on a daily basis. She said not hard, Tian Mi could certainly keep up, and asked keenly, "For these people, this is value for money, but for ordinary consumers, in fact, Hermes bags are not really worth the price." ”

"Yes, it's like first class, it's just a few hours, and it's three times more expensive than economy class, which is not really cost-effective, but for people who are willing to pay three times the price for the comfort of the journey, this kind of service is very intimate and enough to solve their urgent needs. Qiao Yun said, "So the demon is actually right, are the clothes of [Yun] good? As for me, I can confidently say that our quality is great, and our service will also make most target consumers feel that it is worth the money." But for the average consumer, our pure garment cost is about the same as the 35,000 coats on the general market, and the remaining 5,000 premium is my design, our service, and our brand concept. And these things are very illusory for a girl with a monthly salary of 5000, our price is not cost-effective, it is too high, it is not cost-effective. ”

"You mean, a monthly salary of 5,000 is not qualified to have good things?"

"I mean, at a monthly salary of 5,000, luxury is not a good thing for you, and in the publicity, luxury goods do everything possible to give themselves a lot of added value and make themselves a symbol of social status, but in reality, you have nothing but the single product itself. I think this sentence makes a lot of sense - when you can afford to buy a coat, you are consuming luxury, when you can't afford it, when you need to overdraft your credit card to buy this 10,000 coat, that is luxury consuming you. You're not wearing this coat, it's this coat that's wearing you. ”

"Coax-" Although the trend of this conversation has already shown that it is wrong, the reaction of the audience is always a little sluggish, until this sentence is spoken, then an exclamation erupts, and the host's smile is also full of surprise - even outsiders can feel that something is wrong, of course, the truth is this, but ...... What luxury designer would tell the public on a public show, 'You don't deserve to buy my products'?

"How dare you say it. Brother Qing lost his temper at this time, he had guessed what Qiao Yun would say just now, shook his head with a wry smile, filled himself with coffee, and shook the French press in his hand to Fu Zhan inquiringly.

Fu Zhan shook his head, he didn't drink much coffee, and his eyes kept glued to the silver screen - in fact, Qiao Yun is not usually good-looking in the show, celebrities are normally fat and thin on camera, but in reality, they have a small face and thin body, and there are very few people who can look good on camera like Qin Wei, Qiao Yun's face is not as sculptural as her boyfriend, her face is round in the screen, and she smiles, a little more gentle than usual.

The words in her mouth are very different from gentleness, how to light the cannon - yes, she said a very simple truth, brands care about their own user image, Burberry is very worried that its check has become the love of British gangsters, but even so, consumers and merchants are not equal relations, Burberry can stop the plaid hat that the gangsters love, but not let the main designer say in a TV interview 'you don't deserve to buy Burberry', which must drive away more than those idle potential customers. Besides, brand image is one thing, who doesn't like the expansion of the market and the good sales figures? As long as you don't get a lot of people, a girl with a monthly income of 5,000 saves a year's salary to buy a bag, why not? Isn't it just to let 2.55 be the first luxury? Who wouldn't say that consumers spend money to buy your products, but not to hear what 'don't come to buy if you earn 5,000 a month', what will she do for this bag, what does this bag mean to her, this is not a problem for manufacturers to consider. Qiao Yun's remarks as a designer can be said to be a serious dereliction of duty.

"Just that's what you think?" he asked Brother Qing, his tone was still kind, as if it was just pure talk, "Nothing else?"

"Of course, I also recognize your values, some people are really not suitable for buying luxury goods, I can say this more obviously, because I don't sell clothes - I don't think I can afford to buy it, this must be a manifestation of vanity, but Qiao Yun, are you sure that there are people like you said in your customers?"

"Of course, we have most of the information about the new customers, because our business is still based on online stores, combined with the economic data released by the state, what I can say is that the number of our customers is definitely more than the number of customers who can really afford [rhyme], and it is much more. Because [Yun] has just started, we can only say that the marketing of some target customers has just begun, and our performance should not have been so good, but it has reached this magnitude, which means that there must be many people other than the target customers who have come to buy our clothes......"

"And what do you want to say to these people?"

"You can go to Coco Demon's blog, her consumption advice is more suitable for you. ”

The conversation on the TV continued, and the bombs exploded one after another, "Then do you fully agree with the argument of the coco demon?" Including the people who say that they like [rhyme], but can't afford it, they can choose those brands that copy the [rhyme] style, but are cheaper, or Taobao copycats?"

"Of course, copycats are not recommended, there is a production safety problem, the safety of informal brand fabrics can not be guaranteed, but why not buy substitutes? In fact, in terms of the quality of the clothing itself, if you are sensitive to price, it is likely that you don't care about that gap at all, and the buying experience will not be any different, and the 'genuine' will not be 'just different'. ”

, it's a big bomb again, first to catch customers, and then it's so straightforward that 'the genuine product won't make any difference when you wear it'. Fu Zhan didn't speak, just looked at Brother Qing quietly, raised one eyebrow, as if waiting for his statement: It's crazy to this extent, it's completely self-destructive, Chen Indi, as a shareholder, is it really just such a light and fluttering 'really daring' feeling?

Chen Di and he looked at him for a while, neither of them spoke, only relying on eye contact: Qiao Yun loves to be suspicious, Fu Zhan and Chen Di also have to avoid suspicion, the two of them don't have much contact in private, today Fu Zhan asked him to watch "You and I Have an Appointment" together, which is an obvious signal in itself. Since Chen Di was invited, he must have an opinion on Qiao Yun's approach in his heart. - Qiao Yun can use a lot of skills to subdue Chen Indigo, but the position of interests is here, and Fu Zhan doesn't think that Chen Indigo can endure it forever. Her words, the impact is not only on the genuine sales of [rhyme], but also on the brand image, customers always have a longing for the genuine, will buy imitations, by her so scolded, completely lose the brand goodwill, do imitation CY will also lose the market. Chen Di will not be unable to understand the truth in the middle.

"Are you worried that after our episode of the show airs, your customers will run to buy imitations, and the genuine version will not be able to survive?"

"Wouldn't it be sad if my brand had to rely on this kind of overdraft of my family's income and overdraft the support of consumers who will buy in the future?

On TV, the interview continued, spicy words one after another, but Chen Di didn't pay attention to it anymore, he turned his head sideways and observed Fu Zhan's face intently, as if he wanted to determine his position, Fu Zhan adjusted his expression to give him more confidence, he secretly wondered if Chen Di's courage was a little small, and it was impossible for him to support Qiao Yun's madness in terms of interests, but he still hesitated, not knowing whether to give the truth.

"Brother Fu, what do you mean ......" is still careful about the words, and wants to say goodbye. "Want a change?"

Fu Zhan didn't give an answer immediately, he avoided the important and trivialized, "Without the support of you and GA, it's useless for me to have any ideas." ”

This is the truth, but it can't hide his rare weakness, Fu Zhan didn't carry a solution: Chen Di could see that GA was the same as him, and the current [Yun] could not exist without Qiao Yun, which was the confidence of all her crazy behavior, she used her words and deeds to shape the temperament of [Yun], and also bound herself and the brand more deeply. There are only two choices in front of shareholders, first, to expel Qiao Yun, the brand is likely to weaken immediately, and second, keep Qiao Yun and let her fool around, the brand is to weaken, at least slower than the first one.

At present, this is an unsolvable dead end, Chen Di has not expressed his position, what he is waiting for may be the second domestic genius designer he took out, Fu Zhan didn't take it out, his attitude turned conservative, and sighed lightly, "Even if we all support you, Qiao Qiao's idea is so right...... It's a big deal, she doesn't do [rhyme] anymore, she turns around and goes to make another brand, she's famous and rich, what can we do with her?"

Fu Zhan didn't speak, and Brother Qing persuaded him in turn, "I don't know what kind of temper Qiao Qiao and you have, but in fact, when she did this, the damage could have been only ga, and the damaged [rhyme] here can be completely repaired by cy." Even the profit will only be more, we talked about it privately, and Qiaoqiao also thinks that CY should have your share. [Rhyme] and CY should be an integrated enterprise. ”

He picked up the wine glass and touched Fu Zhan, still looking at him, as if testing his mentality, "She's like this, emotional, quite willful, but there is only one benefit, no matter how willful she is, she can bear it, and she won't let others suffer." If you want to say that I watched her mess around like this on TV, and I felt very happy, I must be lying. But ......"

He was telling the truth, and the slightly hateful helplessness also evoked similar emotions in Fu Zhan's heart: It would be nice if Qiao Yun wasn't so talented, if only Qiao Yun wasn't so scheming, if only Qiao Yun wasn't so crazy. Maybe anyone who wants to control her will have such thoughts, it is difficult for her to be liked like this, and it is much easier to hate, if it weren't so dazzling, so prickly, and so wanted-

"But, there's no way, who makes her have the ability? Chen Di said, he patted Fu Zhan, "Brother, sometimes the core competitiveness is not on our side, it's useless to be stubborn, isn't it?

He himself is the best example - Fu Zhan entered the game, he definitely wanted to make profits, but Chen Di was not reluctant at all, and he knew at a glance that he was obedient to Qiao Yun. Now it is even more implied that CY is profitable, and it seems that this can enhance the speed of Fu Zhan's softening. "Brother, don't be angry because of this show, you can't control it, really, it's broadcast anyway, if you want to recover your losses, the only way to get into us is to enter us early. I don't know what Jojo is talking to you about - what she wants, you can just give it to her. This is the situation, what can we do?"

B City has been running for a long time, I don't know where I learned the northern accent, one by one, Chen Di pressed Fu Zhan's shoulder again, and seeing that he hadn't spoken, he got up and went out. Quietly close the office door for him - in fact, there is no need, it is so late, the people in the company have already left, that is, Fu Zhan, the company has a lot of things, and often works overtime until this time.

Fu Zhan sat alone in the office, sinking deep into the leather sofa, a lone lamp accompanied him, only Qiao Yun's voice was talking in the room, his hands were propped up on his knees, and his shadow was cast on the wall, like a sculpture with his head bowed and contemplative.

"So her blog is right, you like the design of [rhyme], but you don't have the strength to buy it, you can choose a more cost-effective alternative brand, the coordinates are shifted to the left, very close to luxury, but still outside that line, this kind of brand may not be much promoted, high-quality, low-price, the design is mainly based on the basics, does not emphasize the logo, and most of the styles are classic models borrowed from big brands - you just look for these brands to borrow [rhyme] clothes, I will not have any opinions, I think this is a very wise choice. Rational, elegant, and practical, this sense of restraint is what I like. ”

Whatever Qiao Yun wants, you can give it to her.

What does she want? She wants the truth, she wants to know what he really wants, what he has done. She wanted to draw a line, separate them, make him lose all his identity except for followers, she wanted to take away all the initiative - she wanted these Fu Zhan knew it, she wordlessly asked him to be clear, just like he had intentionally or unintentionally forced her before, and now she was also forcing him with her own madness. The more he didn't speak, the more high-profile she proclaimed her own set - of course she had no fear, Chen Di had hinted just now that the situation was not the same as he speculated, all the things that [Yun] squeezed out were inherited by cy, and even more, this number was enough to satisfy him. This is like a silent war, and she is using his previous means to deal with him, using the general situation to persecute and induce with interests - unconsciously, the person who has the upper hand has become her, and the person who is invisibly at the mercy and cannot find a turnaround point has become him.

What to say, how to do it? Will she really become her little brother from now on? But if she doesn't do this, how can she turn the tables? He has many ways to deal with her, but these tactics may hurt her, but they are not enough to get her back to the course he has drawn.

- Should you admit defeat? Maybe you don't have to keep drilling the horns, Fu Zhan has some intention to retreat for the first time, and if he fights again, it's not that he has no hole cards, but the price he has to pay may be more than he thinks. Just because of a Qiao Yun, a collection, this may not be cost-effective. He was also afraid that if he pushed too much, Qiao Yun's career as a designer would also end. Genius needs to be cared for, and that's the most annoying part of this game, and if you walk away, you might be able to have a decent ending.

But......

His eyes lingered on Qiao Yun's round face on the screen, her seemingly youthful appearance, a slightly shy smile, those details were found in her pure and lovely face, the pampered and arrogant arc of her lips, the willful and crazy light in her eyes, the more this fire burns off-road, the brighter and more beautiful, she is born with ruthlessness, the more she can't do it, the better she has to do better than everyone. It's really like her design, without any permission, straight into the bottom of my heart, it's ridiculous that most people are so fanatical about buying [rhyme] clothes, but they don't pay attention to her design at all, the artwork she completed with the atmosphere of the venue and makeup and costumes is so sharp that he can't take his eyes off it, admiring the sharpness and cruelty in it, and the miracle created with such crazy tactics.

How did he extricate himself?

Everything she does is incredible in the eyes of others, and she is used to creating miracles in the eyes of exclamation.

"Also let everyone go to the coco demon's blog post to find brand recommendations, aren't you really afraid that [rhyme] customers will buy the kind of brand you said?" the host asked for the first time. Qiao Yun on TV laughed lightly, sincere and slightly shy, which was very good.

"Don't be afraid. She said, her eyes sparkling, the sharpness of the whole interview was gone, and what remained was a longing that made people's hearts soften, "We are actually very happy to buy substitutes for [rhyme] - from the day you buy substitutes, you become our potential customers." We very much hope to serve you, 'for rational, elegant, wealthy, independent, wise women design clothes', this is our own positioning, when you have this economic strength, when you through struggle, earn enough wealth, become willing to spend 10 times the price, the pursuit of 1.5 times the quality of high-end consumers - when you succeed, if you choose [rhyme] as your first luxury, it will be a great honor for us. ”

"We don't want to be a brand of 'a coat, towards success', 'when you are successful', this is the slogan of [rhyme], we very much hope that you can turn your love for [rhyme] into the motivation for struggle. She smiled at the camera and said, sweet, inspirational, so moving after a long foreshadowing that the audience was all silent. "If [rhyme] can be a part of your success, then the brand will make us feel meaningful. ”

Don't care about short-term profits, such an intensive brand idea, such a craftsman spirit, let the audience fall silent, and then burst into the warmest applause. Qiao Yun on the screen smiled, she was a little embarrassed, as if she was not used to receiving such warm praise, but he could see the smugness on the corner of her lips: a very successful interview, once again drove public opinion, launched a new slogan, stabilized the brand image, and also pushed her other identity coco demon. What else is she hiding in the follow-up? Will her words have a greater impact on the sales of [Rhyme] than imagined? Does she also hide some unknown calculations on this issue?

Did she use this interview to force him away? Superficialize the contradiction? What was she thinking? The mystery grew bigger and bigger, she changed faster than anyone else, and her reaction was always beyond his expectations. The fish slipped out of his hand again and again, and each time she caught him off guard.

Always a mystery, always dazzling, crazy and beautiful.

How did he get his eyes off?

"It's amazing, it's amazing. Even Tian Mi was applauding, "Qiao Yun, I'm saying very sincerely, I've done so many years of programs and interviewed so many outstanding talents, but, really, every time I finish an interview with a young person like you, I'm the happiest, and I am really touched the most." Really, such an excellent, so persistent, such a deep thought, it makes me feel that the future is really full of hope—"

The camera swayed to Qiao Yun again, she covered her mouth and laughed, her eyes flashed with stars, how innocent she looked, how accurate her heart was calculated-

Fu Zhan turned his head abruptly, no longer letting himself be fascinated by her, he covered his face, took a few deep breaths, and reached for the phone amid Tian Mi's enthusiastic praise.

One last time, it's time for a shift in strategy. 166 Reading Network