Xu Si's words seem to be a bit unfounded now, but if you think about it carefully, there is a reason, and everyone here understands it, but they don't have that sense of worry, or they are lucky, and they don't think that kind of situation will happen.

As an employee, they can be like this, they are executors, but the boss can't be like this, to be a leader to be far-sighted, the market must have foresight, only such a helmsman can ride the wind and waves, in order to avoid the reef.

"Snow &elegance" brand management, I give you a thorough understanding, the future of the store will definitely take the frame, will not be able to make money to open, at least at the beginning will never be like this, only when the brand market influence is formed, in the hearts of consumers after the brand image is established, it is possible to open a wide range of stores, the premise is still limited to shopping malls, and individual department stores, and in these two channels of decoration and product mix will be completely different, In the future, the category of bags, accessories and clothing will be added to the stores in shopping malls. ”

Everyone, look at me, I'll look at you, they don't quite understand the format of the collection store that Xu Si said, because at present, the commercial body of the shopping center has just emerged in the country, and there is no one in Qing Province, and the Yaoguang City Plaza under construction has not yet opened, and they have not yet had enough understanding of the shopping center, and they also lack awareness of the brands in the shopping center. But through Xu Si's words, they can understand the boss's ardent expectations for "Snow &elegance", and to build it into a fashionable, mid-to-high-end brand, no longer follow the model of mass running, but take the model of tall.

Xu Si said: "There are two kinds of sales, one is sales promotion, the other is marketing, what is the difference? Merchandising is when you try to beg others to buy your product, while marketing is through operational means. Let others find you and beg you to buy your products, the same is sales, but the realm is far away, with the continuous entry of competing products in the market, the future homogeneous competition will become more and more serious, and it will be more and more difficult to do marketing, so we must learn to do marketing from now on, and promote good imitation, but marketing will be difficult to copycat, when others see our mass market ready to come over to get a piece of the pie. We have begun to adjust the direction as soon as possible, open up new channels, and look for new profit growth points. ”

"Another point, although 'Yaxi' is very good at the moment, but don't forget, this brand is not our own, he belongs to someone else, what if one day the authorization of this brand is withdrawn? And "Snow &elegance" is different, this brand as long as we run it well. We don't have to worry that one day this brand won't belong to us, so I would say that "Snow &elegance" will be our most important business from now on, and it will be our core business in the future! ”

Xu Si paused and looked at everyone. Seeing that they had understood their thoughts, he said: "In addition to the heads of departments, the commissioners of the marketing department are also invited to attend today's meeting, in order to ask Minister Lin to make a report on the future "Snow &elegance" and "Yaxi" store opening direction planning report, so that everyone can know from the bottom of their hearts." So there will be no detours in the future store opening, and the following is a detailed description of Minister Lin's future store opening plan! ”

The venue burst into thunderous applause.

"Mr. Xu, hello colleagues. Now I would like to give a brief report on the direction of the future marketing department. Our company's current main business has two pieces, one is the relatively mature 'Yaxi' that has been developed, and the other is our new brand "Snow &elegance", the future development route of the two brands is different. ”

"Through the joint efforts of all colleagues in the company, through the market test of nearly half a year, it can be seen that this is a brand with very strong performance in the mass market channel. Therefore, the future opening of 'Yaxi' stores: 1. Mainly the shopping streets outside the street shops and supermarket cash registers, supplemented by the public department stores; 2. The area is more than 80 square meters, less than 100 square meters, and the area of department stores is more than 30 square meters; 3. The best image and best location of the street shop in the city's Class A business district, and the supermarket store requires the supermarket to have a business scale of more than 150 million; 4. The store with a monthly single point of less than 100,000 is basically not opened. Department store stores can be considered under the premise of replenishment and anti-guarantee, but the monthly single point is less than 80,000, and it is not opened. ”

"The new brand of "Snow &elegance", which opened stores in the early stage, only opened high-quality stores: 1. The target cities are mainly first- and second-tier cities in China, and prefecture-level cities are not considered for the time being; 2. The direction of opening stores is mainly shopping malls, and department stores are selectively entered, and street paving channels and supermarket channels are not considered for the time being; 3. The department store enters the "Snow &elegance" single product store model, and the shopping center is stationed in the form of "Snow &elegance" collection stores. 4. The monthly single point of the shopping mall is not less than 300,000 yuan/month, and the department store is not less than 150,000 yuan/month, otherwise it will not be opened. ”

As soon as Lin Fan's words fell, both the supervisors present and the commissioners of the marketing department were immediately sensitively aware of a problem, which was different from the previous development of "Yaxi", "Snow &elegance" because it was its own brand, and the company was ready to promote it to the whole country, as can be seen from Lin Fan's report, because he said that the current brand is not considered for the first and second-tier cities and prefecture-level cities that are regionally restricted in China.

Just when there was a lot of discussion below, Xu Sidao: "Everyone be quiet, I will add two sentences, from the report of Minister Lin just now, you should be able to understand that our future "Snow &elegance" development layout is focused on the whole country, which means that everyone here may go to other cities to carry out work in the future, of course, we will not have a comprehensive layout in the early stage, considering the matching ability of personnel and management, we will focus on Beijing, Shanghai, Guangdong and other first-tier cities before the first half of next yearUntil the market is mature, we will consider the layout of the local provincial capital when our personnel reserves keep up. ”

In fact, in addition to Beijing, Shanghai, and Guangdong, there are no large shopping malls in other less developed provinces in this era, and since "Snow&elegance" is preparing to make efforts in such a format as a shopping center in the future, the best thing at present is to gain a firm foothold in Beijing, Shanghai, and Guangdong, originally this plan was to be achieved within 5 years, but now due to the help of Song Xinyao and Li Wangxing, there is Yaoguang City Plaza as a starting point, I believe that this time will be shortened by half, of course, they don't need to make this matter known, The other executives of the company were unaware of the matter. (To be continued......)