Before the female Apple executive was poached by Cook to help him sell iPhones, she was a well-known "female devil" in the fashion industry, taking over the old luxury brand Burberry (Burberry), which was on the verge of collapse, and in 2006 Burberry approached Angela to take over and lead Burberry out of decline.

Before she took over, LV was almost 12 times the revenue of Burberry, and under Angela's leadership, Burberry successfully rebranded and returned to the luxury frontline, eight years later, turning the luxury brand from a desperate situation and increasing its market value to 255%, with an annual profit of more than $3 billion.

And Angela also became the highest-paid CEO in the UK at that time with a salary of $26.3 million, and in 2013, Cook poached her to Apple to sell iPhones, and offered her an annual salary of $73.32 million, which was 8 times Cook's annual salary at that time.

Under Angela's leadership, the iPhone has become a luxury item in the mobile phone industry, and the price has been higher and higher, and Apple's market value has been pushed all the way to the trillion dollar level.

The more iPhones are sold, the more expensive they are, and the courage to raise the price for Cook is a woman.

It's the woman inside Apple, executive Angela Arentz; It is also a woman outside the apple, a faithful female fruit fan.

The "beauty door" of the iPhone machine burst out, and I was crazy to complain about the automatic beautification function of the camera, but of course the woman who loves selfies must take beautiful photos, otherwise why are all kinds of retouching tools popular?

Because there is demand in the market, it will inevitably give rise to supply.

Cook said that only catching female fruit fans is king.

Obviously, Apple has never forgotten the customer positioning of the product and has grasped it precisely, so Apple has succeeded commercially and is a huge success.

All parties sing about Apple every year, but Apple's market value and profits are rising every year, so no matter how much it sings down, no matter how much it sprays, after returning to rationality, it has to face up to its strength as the world's first technology company with a market value of more than one trillion US dollars.

It is said that they miss Jobs, and they all spray the apples led by Cook to lose money, but in fact, in addition to the people who eat melons without knowing the truth, the group of people with rhythm are actually the most envious, jealous and hateful, and they are actually impatient to become what they hate, maybe the reason why they spray is because they are not that person.

Therefore, I complain about Apple mobile phones every year, but as soon as the new Apple mobile phone is launched, a large wave of followers will immediately start.

For example, bangs →_→

I said no, but my body was very sincere.

After all, it's good to spray or step on, but you can't get along with money, who makes Apple really make money, businessmen are profit-seeking, with rhythm for a good word, follow the trend or for a good word.

But in any case, for Ye Hua, he is a rational entrepreneur, Apple's huge commercial success is worth his research, Angela Arrentz, a fashion expert, entered the technology industry, Apple sold so well, and she contributed to a series of reforms in the iPhone sales department.

Cheng Yangze is a bit similar to Angela Aarentz, and he also crossed over from the fashion industry to the technology industry, and Ye Hua really has more and more high hopes for him.

At this moment, Cheng Yangze also saw this, and fell into a cautious long thought.

After a long time, he looked determined and said, "I think, no, I strongly recommend that PHC build offline stores on a large scale, and invest heavily in building high-end quality offline experience stores." ”

Ye Hua nodded and did not speak, but looked at him and continued to wait for the other party.

Cheng Yangze has been in the luxury fashion industry for a long time, and soon formed a general idea in his mind, and briefly described Ye Hua, saying:

"I hope that the high-end quality offline store we have built, the clerk in the store should not be defined as a salesperson, but the image ambassador of the brand, to create a high-quality brand experience, everything will follow, in a popular saying: plant the plane tree, the phoenix will come."

Technology, Cheng Yangze must not understand, he is a pure and thorough layman in terms of technology development, but the coastline company does not need him to manage technology, just need to do his best, there are a large number of engineers in the company, Ye Hua himself is a technical master.

But as long as it comes to marketing, and it is in the field of luxury goods in the fashion industry, that is Cheng Yangze's housekeeping skills, and as soon as the conversation box is opened, it is in the field that he is best at, and he immediately began to talk endlessly.

“…… In my opinion, if we use the concept of luxury to build a PHC offline store, then the offline store must not be positioned as a store that sells things, but should be a new community center and place where people will chat, make friends, and participate in events, buying and selling things are secondary, at least we have to create such an atmosphere. Therefore, PHC offline stores also need wireless networks, tables and chairs, as well as an experience that provides a variety of products. ”

Ye Hua no longer had any doubts, and immediately clapped his hand and said: "Lao Cheng, you can grasp the matter of the PHC offline store and draw up a specific plan for me." ”

Unconsciously, the two had been discussing for almost two hours, and Qiao Wei from the assistant office next door came here again and reminded Ye Hua that the meeting time was almost up.

A few minutes later, he and Cheng Yangze went to the senior conference hall together, Ye Hua presided over this temporary internal meeting, talking about PHC business issues, which is the most important thing for Coastline Company at the moment, and all the focus has to be biased towards PHC business and related businesses.

Especially marketing!

Ye Hua officially announced the appointment of Cheng Yangze as the senior president of Coastline Retail at the meeting, and required the establishment of 79 PHC offline stores and supporting facilities in major cities across the country before the arrival of PHC release date, and complete 215 offline stores and supporting facilities around the world within two years, and take charge of 35,000~50,000 retail store employees.

If you look at the number of employees in Apple's offline retail stores, 35,000 retail store employees is just a little more than half of Apple's, and Apple's current retail store staff has reached 75,000.

It is no wonder that Cheng Yangze said that building high-end offline stores and taking the luxury route requires large-scale investment, and the number of employees hired alone is a huge amount of expenditure.

Cheng Yangze's vision of a PHC offline store is not the kind of PHC offline store with only a few salesmen, but a community center and place where people can chat, make friends, and participate in activities.

It definitely takes people, and it takes more people to create a strong social atmosphere, and the expectation of 35,000 people is probably just a conservative estimate, but in fact it will only be more, and it may increase by 15,000 people.

This is a long-term vision, Ye Hua just put forward the basic framework and make decisions, the people below will deal with and implement, and he only needs to wait for the future results.

……

At about 19 o'clock in the evening, in a room in a five-star hotel.

Robert Iger was sitting in the living room, staring at the laptop in front of him, when a phone call came, but his attention seemed so focused on the computer screen that the phone rang for a long time without answering.

On the computer screen is the latest news news, which is the industry news of the pre-sale sales of PHC of Shoreline Company.

In fact, at noon, Shoreline Company had already announced the 24-hour pre-sale data of PHC on its official website and official blog, which was quickly reprinted and reported by a large number of news media in the industry.

You must know that a large number of people are looking forward to it, and there are many people who are looking forward to the PHC pre-sale Waterloo, and there are also many people who are looking forward to the PHC big sale.

Now, the news is out, with nearly 200,000 units sold in pre-sale, a data that has undoubtedly shocked the industry.

At the same time, most of the people who are looking forward to the dismal sales of PHC are dead, and those who are looking forward to making a new outlet in the PHC field and taking advantage of the situation are extremely excited.

When the wind blows, pigs can fly!

It's really windy, pigs flying!

Don't you get excited!

Speaking of which, Robert actually belongs to the party who hopes that the PHC pre-sale will be dismal, and only in this way can his own interests be solidified, but this result did not go as expected.

The pre-sale of 200,000 does not seem like much, but this is a pre-sale!

And this is a pre-sale of 50,000 units, relying on this base, big data can accurately analyze the actual sales in the future, even if there is a deviation, it is not far there.

This means that the annual sales volume of PHC is enough to exceed the order of 10 million units.

As time passed, the call came a third time, and this time Robert Iger finally heard someone calling, and when the phone was answered, a voice came: "Mr. Robert, it's almost eight o'clock." ”

"Well, I'll be right over."

After a simple response, he hung up the phone, immediately closed his laptop, quickly tidied up and left the hotel room.

Tonight's cocktail party was very important, it was originally prepared two days ago, but Ye Huawan refused the invitation, which directly caused these Hollywood bigwigs to stare dryly, and the main owner had to give up if he didn't come, so he waited here for two days.

Who isn't busy, but so what? Although it was very unhappy, I honestly waited for two days.

……