A island cabinet has a guaranteed sales of 12 million a year, which is not something that any brand can enter with money, provided that your brand positioning meets the requirements of the shopping mall.

It is naturally impossible for these brands to sell sales to 12 million a year in a 26-square-meter island cabinet, and most brands have sales of between 6 million and 8 million a year, that is to say, they will have to buy a guarantee of 4 million to 6 million, and according to the calculation of 30% deduction points, they will give an extra 1.2 million to 1.5 million a year.

Why spend so much money to enter, to cite two examples, as a commercial benchmark in Shanghai and even the whole country, the advertising influence of Yaoguang City Plaza can be said to be beyond imagination, a piece of electronic screen advertising in the face of Yaoguang City Square The annual rent is 8 million. And into the operation of Yaoguang Department Store, not only in the advertising cost to save the 8 million, but also in the development of national customers and the expansion of the national department store channels are of great significance, there is an emerging brand in Yaoguang City Plaza to ask for an island counter, in just half a year, to achieve 186 new stores in the country, sales of 220 million, this is by virtue of the strong influence of Yaoguang Department Store, can be opened in Yaoguang Department Store brand, will be concerned by all local department stores.

If Lin Fan's new brand can be stationed in Yaoguang Department Store in Shanghai, it is undoubtedly a shortcut, and the development process of its brand can be shortened by at least 2 to 3 years, and the difficulty of promotion will be easily solved.

On the one hand, "Sifan Commerce" only has the right to operate in Qing Province, and Shanghai is not at all "Sifan Commerce" can interfere, on the other hand, even the headquarters of "Yaxi" Group is not able to talk to Yaoguang Department Store, at present, "Yaxi" has repeatedly compressed the area of the island counter in Yaoguang Department Store, and has repeatedly adjusted the location, the area is getting smaller and smaller, and the location is getting worse and worse.

But this is normal, even Zhonghai's Yaoguang Department Store is so strong. What's more, as the No. 1 store of Yaoguang Department Store, the national commercial leader Yaoguang Department Store in Shanghai Yaoguang City Plaza.

After the two unified their thoughts, Xu Sifang asked, "Designer team, have you thought about it?" Hire one with a lot of money? ”

Lin Fan shook his head and said, "Courtesy is certain. But we can't afford to spend a lot of money now, and the brand we build with a lot of money will either not do it, or do the best to do it, and be able to occupy the department store channel in the future. To form an absolute right to speak, to be a designer who can be qualified for such a brand, I am ready to hire internationally renowned design masters at a high price, this sky-high cost, you and I can't afford it at present! ”

Xu Si asked puzzledly, "Then what do you think?" ”

Lin Fan said: "I am ready to create an urban fashion and casual series of shoes, on the one hand, to make up for the gap in this type of style of 'Yaxi', on the other hand, the customer positioning of this shoe is similar to the'Yaxi', one day in the future when we no longer act as an agent for the 'Yaxi' brand, we have worked so hard to operate the retail channel will not be lost!" ”

Xu Si frowned and said: "It's just a fashionable and casual series." Will the audience be too small, which will affect sales? ”

Lin Fan knows what Xu Si is worried about, in the case of 'Yaxi', a brand includes 5 series, and Lin Fan's urban fashion and casual models are only equivalent to one of the series, and the customer group to adapt to is also very single, so in terms of sales, it is naturally not as big as the sum of the 5 series of 'Yaxi'.

Lin Fan said with a smile: "Regarding this series, my idea, we will develop other series in the future, and even add clothing, shoes and hats." So as to form a combination store, the use of multi-category, multi-brand, and the formation of a one-stop shopping small store form to focus on the mass consumer market; On the other hand, we will promote this urban chic casual series into a department store with a single store. At present, there are no similar casual fashion models in department stores, and the entry of our shoes will form a differentiation from other brands, so that we can slowly cultivate our loyal customers of this brand, and when other brands begin to pay attention to this part of the customer group, we have been far ahead of them. The brand has become irreplaceable.

Xu Si understood Lin Fan's intentions, recognized the micro point, and said: "If you want to achieve the effect you described, the designer's fee still can't be saved!" ”

Lin Fan said with a smile: "I have hired a young designer, and I can start working in the near future, but this designer may not be able to shoulder such a heavy responsibility at present, so we also want to hire a well-known domestic designer to take the lead, and the one I am looking for is our future reserve talent!" ”

Oh? Xu Si stared at Lin Fan curiously, and from Lin Fan's tone, it was not difficult to hear that Lin Fan's expectations for this newly invited designer were the ones who would take the lead in the future, and she wondered: "Which young designer is it?" ”

Lin Fan smiled and said, "Maybe she can't be called a designer now, because she is still a student?" ”

"Students?" , Xu Sidai raised her eyebrows, it's not that she despises students, Lin Fan in front of her is a college student, and he is a demon among college students, the key design and development industry requires experience and experience, a college student obviously lacks these, as a designer is not simple, he needs to have a painting foundation and modeling ability; Requires a rich imagination and a mastery of styles, colors, fabrics; An understanding of structural design, cutting and sewing is required; It requires a mastery and understanding of the style of internationally renowned design masters; You also need to understand marketing and consumer psychology, etc., where can a college student do this?

Lin Fan Chengzhu said in his chest: "No matter how good I say, it's useless, after she comes, you can look at the works she designed, and you will understand why I trust her so much." ”

Seeing that he was mysterious, Xu Si couldn't help but have some curiosity and expectation about this designer, and asked softly, "Alumni?" ”

Lin Fan hummed and said, "Yes, alumni, your little junior sister." ”

When Xu Si heard this, he looked at Lin Fan meaningfully, and said after a while: "Is it a little beauty?" ”

Lin Fan smiled and said, "In front of you, where does anyone dare to call a beauty?" ”

Xu Si glanced at him, the same praise, she basically regarded it as the wind in her ears when others said it, but Lin Fan said it, but it made her feel quite comfortable.

"When you entered the door just now, you called Zhang Wu, right? Is the project of Pinewood Road confirmed? ”

Lin Fan said: "It is basically confirmed, the total investment with him is about 166 million, no one contributed 83 million, and the first payment is 16.6 million." ”

Xu Si nodded and said, "The funds have already been mobilized, and I will arrange them when I need them!" ”

Lin Fan laughed and said, "With a virtuous helper in charge, I don't have to worry about anything!" ”

Xu Si, who was provoked by these words, glared fiercely at it with those beautiful eyes full of clear waves. (To be continued.) )