In the conference room of LEIT Group, Lin Zuhui held a meeting with the group's senior management and the president of the sub-brand.

LEIT Group is like a 'LVMH Group' of low-end clothing, with a large number of sub-brands, but Lin Zuhui has always emphasized the principle of group defense management and sub-brand independence.

What is the management of the sub-brand, that is, the group can provide designer scheduling for the sub-brand, and the major sub-brands share a 'production system'; the autonomy of the sub-brand means that the management of the sub-brand implements independent management and operation, and mediates according to the market, and regards the group as only a third-party organization that can provide 'selfless' help, and the group also regards itself as a service organization, which can provide advice, but cannot directly interfere with the management of the sub-brand.

Zhou Rongqing, president of the JEA brand, first reported on the work.

"Jeanswest currently has 276 stores around the world, all of which are concentrated in Asia, including 18 in Xiangjiang, 76 in Japan, 72 in the mainland, 38 in South Korea, 25 in Taiwan and 47 in Southeast Asia, with a turnover of 7.8 billion Hong Kong dollars and a net profit of 810 million Hong Kong dollars last year."

"Our competitors in Asia, Uniqlo has almost 300 stores, most of which are concentrated in Japan, and Uniqlo only had a turnover of about 5 billion Hong Kong dollars last year, and the profit margin should be less than 7%. UNIQLO has recently launched two new collections of stores – UNIQLO Sports and UNIQLO Home. ”

Lin Zuhui listened carefully to Zhou Rongqing's report and thought about it. Over the years, his business vision has been extremely vicious, assuming that he has no memory of his previous life, or even is penniless, it will be a matter of a few years to become a rich man.

Zhou Rongqing reported the situation of Jeanswest in detail, and also reported the situation of Uniqlo, the reason for this is that Lin Zuhui has always made Jeanswest regard Uniqlo as the biggest opponent.

It is undoubtedly very important to know the opponent, and only by knowing oneself and knowing the opponent can one win all battles.

"The Uniqlo movement and the Uniqlo home are destined to be a failure, so there is nothing to worry about. We only do one thing at Jeanswest – and that is to position casual wear as Jeanswest, and Jeanswest is casual wear. Lin Zuhui said firmly.

A group of high-level executives nodded one after another, with admiration in their eyes, and the boss's grasp of the general direction was decisive and correct, so that the brand could avoid many detours.

Then, Lin Zuhui said: "70% of Jeanswest's clothing is basic. What we emphasize is the psychology of the customer, suppose I am a customer, I see the bright Jeanswest store, I know that the clothes in it are very good, and I also know that the Jeanswest brand is actually not branded, wearing Jeanswest, others do not know what brand I am wearing (the trademark does not appear in a conspicuous place, do hidden treatment), but as a customer, I know that Jeanswest clothes are made of good fabrics, cheap prices, and popular styles, so I trust him! ”

Everyone nodded frequently, and the boss said all the wise sayings, because Uniqlo pays attention to 'good quality and low price', if the trademark is conspicuous, it will give Kehui a burden - worried that friends will laugh at the bargain.

Zhou Rongqing also said: "The boss is right! Moreover, Jeanswest attaches great importance to 'hot styles', and the invention of polar fleece sweaters has laid a solid foundation for Jeanswest in Asia, and we will strive for more popular models in the future, and the model of driving stores with single products is very classic. ”

The first two years of invention and sales of polar fleece sweaters allowed Jeanswest to completely beat Uniqlo, selling 3 million pieces in the first year, 8 million pieces in the second year, and 13 million pieces in the third year (UNIQLO snatched about 5 million pieces), which is a proper miracle. Of course, the LEIT Group factory OEM for European and American brands is the one who makes a lot of money, and the consumption level in Europe and the United States is higher.

When Lin Zuhui heard the hit, he instantly had a new idea, and immediately said: "I have three ideas, you can remember them!" ”

Zhou Rongqing immediately said: "Okay! ”

Next, Lin Zuhui said: "The first one: plaid shirt...... Such a plaid shirt requires comfortable fabrics, a wide range of styles, and comfortable styles. Moreover, we can give it 'added value', and the plaid shirt is a favorite of programmers and engineers, and it also echoes the current environment of the 'Internet age'. Oh, by the way, Zuo Danu also has to pay attention to this paragraph in Europe and the United States! ”

At this time, Zuo Danu has begun to make efforts in Europe and the United States, and is committed to building a model of GAP and ZARA; Different from Jeanswest, Zuo Danu also does fast sales, but what he pursues is 'fast fashion', that is, to copy the fashion that has just emerged in the world to his own shelves at the fastest speed. In terms of Zuo Dannu's grade, it is also slightly higher than Jeanswest, which belongs to the middle range.

To do this, you need to build the entire production system.

The production system of the LEIT Group can be said to be the most advanced in the world, a fashion model that appeared in Paris Fashion Week, through the fashion observer or designer of the LEIT Group, after learning from it on the spot, it will be immediately completed in the design center, and then transmitted to the production system through satellite.

The production system of LEIT Group is also a huge empire, with two major bases in Z Mountain City and FS City; These two bases are surrounded by partners of the LEIT Group; In this way, the entire environment, from printing and dyeing to tailoring, is concentrated in one area, and the production efficiency is the highest in the world.

Finally, it is the speed of 'on the shelf', there is no need to question the trade speed of Xiangjiang, the clothing from Guangdong Province can be packaged and shipped in 1~2 days, and then transported by air to all over the world.

"Yes, boss!" Liu Guoquan, president of Zuo Dannu, replied seriously.

The executives are really eye-opening, the boss is simply clear about the development of each brand, but the facts have also proved that the boss's strategy is very correct.

"The second one, the bra camisole shirt, is something like this...... This is a hit for female customers"

"The third one, light and thin thermal underwear ......"

"In short, new technologies and new fabrics can make us go further and more stable, and polar fleece is an example."

The executives nodded one after another, and the LEIT Group has a dedicated group R&D center, and the investment is very large. Of course, the rate of return is also extremely high, only the invention of the fleece sweater, is a big profit, more importantly, it has driven the development of the brand.

In the end, Lin Zuhui said to Zhou Rongqing: "Surround Uniqlo in Japan and don't give them the opportunity to expand overseas is a policy for us in the future!" ”

Zhou Rongqing was shocked and said, "No problem! Even in Japan, our Jeanswest has put strong pressure on Uniqlo, and Yanai is vainly trying to compete with us by opening the number of stores, but they don't know that their net profit margin is getting lower and lower! ”

Due to the rise of Hong Kong culture in Asia, it has also led to the recognition of the Hong Kong brand, and this invisible value is truly immeasurable. For this reason, LEIT Group also has a number of specialized 'Hong Kong Stream clothing brands', which are also very popular overseas.

Lin Zuhui nodded and said, "Wait for me to notify you of the matter of speeding up the number of stores, don't worry about it first!" ”

For a while, everyone was concentrated, it turned out that half a year ago, Lin Zuhui intervened in the expansion of Jeanswest's stores, otherwise the pressure on Uniqlo would be even greater; Not only Jeanswest has been shut down for many store plans, but even other clothing brands have also stopped opening stores in Asia. On the contrary, it was Zuo Dannu, who began to enter Europe and the United States in a big way more than a year ago.

Lin Zuhui didn't continue, everyone had to continue to run the business at hand.

After the financial crisis, the best opportunity for expansion is to take advantage of the sharp drop in store rents, which is called counter-cyclical.

"Okay," Zhou Rongqing said.

Next, it is the report of Zuo Danu Liu Guoquan.

In the early days, before Zuodanu was acquired by LEIT Group, it was already a best-selling brand in Taiwan and Southeast Asia; After the acquisition, LEIT Group immediately increased the overseas development of Zuo Danu, and now, it has been carried forward by the group to the European and American markets. Although it is not necessary to conquer Europe and the United States, the benefits are certainly numerous.

In Liu Guoquan's report, Asia's performance is as good as ever, with a net profit of about 600 million; The United States not only did not make money, but lost 50 million Hong Kong dollars, and Europe made a small profit of 30 million Hong Kong dollars.

Hearing that the United States lost 50 million Hong Kong dollars, Lin Zuhui smiled instead: "I think it's good news that North America is losing this." We're at that store on Fifth Avenue, I'm afraid it's about that much loss! ”

Zuo Danu has a super store of 10,000 square meters on Fifth Avenue in New York, which is Zuo Dannu's signboard in Europe and the United States, and releases global popular elements every day.

Liu Guoquan nodded and said: "This store lost 60 million Hong Kong dollars last year, and we actually made money from other stores!" The owner's original idea was very good, which was to open only one global flagship store on Fifth Avenue, and the other stores in North America adopted a small model....."

It's not that Lin Zuhui is smart, but that he has the experience of Uniqlo's previous life, which opened all large stores in North America in his previous life, so it caused losses for 16 consecutive years.

Both Android and Apple are available. 】

Lin Zuhui learned a lesson, and only then did he have Zara's 'oil stain tactic', first opening a central store in one city with Zuo Dannu, and then opening other stores around it like oil stains. The central store is slightly larger, and the surrounding stores (in the city) are mainly small and medium-sized.

He himself still has seven points of confidence in Zuo Dannu's conquest of Europe and the United States, not to mention, even if he doesn't make a lot of money, it will enhance the entire brand. Having said that, Lin Zuhui was quite envious of the brand in the hands of the porter, and in his previous life, he was able to achieve a market value of 100 billion.

In the final analysis, that brand is a local brand in the United States, and the porter was acquired through equity acquisition, not his European and American business.

Thinking of these, Lin Zuhui is very concerned about the acquisition of Fila, and maybe he will become a global sports brand second only to Nike and Adi.

At this time, the strength of LEIT Group can be described as quite strong, and it is also a well-known clothing giant in the world, with an annual net profit of 3 billion Hong Kong dollars.

Crocodile shirts, Jeanswest, Zodanu, the three major clothing brands;

IT Fashion Retail Group;

LEIT Factory;

Ouchi Secret Agent, a global underwear brand;

Luchen family red wine brand;

Nature Hall, a beauty group;

Xtep sports brand;

Lukfook Jewellery;

There are also hundreds of other brands that make up the LEIT Group.

In the future, it is not unusual for this group to have a market value of trillions of Hong Kong dollars.

.........

Japan, Uniqlo.

At this time, Yanai Masa, he didn't realize that he had made a lot of fatal mistakes, and he was still frantically opening stores and expanding business.

History often changes, and it also changes people's personalities.

One of his subordinates reported the situation and said: "In terms of turnover, we are very close to Jeanswest, but in terms of profit margins, there is still some gap!" ”

Yanai immediately waved his hand and said, "Only when we occupy the market, will we consider improving profit margins." We need to speed up the expansion of our stores, and only then can we squeeze Jeanswest out of Japan. By the end of this year, we will have 350 stores! ”

The supervisor reminded: "Will it be too much, in this way, our profit margin may fall below 5%!" Moreover, Jeanswest's expansion in Japan has stalled! ”

Yanai immediately said resolutely, "We must expand the number of stores and beat Jeanswest by an absolute advantage, so we still have 80 stores to open this year, and I hope you will do your best." ”

The director could only say, "Hey! ”

Yanai said with satisfaction: "Although there is a lot of pressure, as long as this year passes, we can go to the mainland and South Korea next year to compete with Jeanswest." In Asia, there can only be one 'Fast Retailing brand', and that is our Uniqlo! ”

"Hey, we're going to defeat Jeanswest!"

In fact, there are three major problems with Uniqlo at this time:

First, the opening of Uniqlo sports brand and home furnishing brand stores is doomed to failure;

Second, a more ferocious expansion (stimulated) than in previous lives, coupled with strong competition from Jeanswest's more than 80 Japanese stores, Uniqlo's cash flow has almost dried up and it has begun to go into debt in large numbers.

Third, the manufacturing system is not yet mature, and Uniqlo uses an OEM system, with 160 foundries in the mainland, resulting in uneven production quality and greater chaos. The production system of Jeanswest is based on two super factories as the core, and then radiates to other ally factories, which is more advanced.

Lin Zuhui has anticipated the situation of Uniqlo, once the Asian financial crisis is over, he will let Jeanswest start a 'counter-cyclical expansion', and then may open 80~100 stores in Japan a year, and then see how Uniqlo responds.

At that time, the opponent is short of money, but he will pull the opponent into the 'money burning war'.

At present, Uniqlo's strength is relatively weak in regions and countries outside Japan, which makes Jeanswest more able to target UNIQLO.

At least in the mainland and South Korea, Uniqlo is almost difficult to enter!

The Hong Kong brand is more competitive in Asia due to the Hong Kong culture, and Jeanswest is the ultimate version of Uniqlo in all aspects, and it will be the trend of the times to overwhelm Uniqlo.

At this time, Jeanswest, Zodanu, and crocodile shirts almost did not have franchises, and all of them were operated by their own stores, which was also worried that franchising would affect the development of the brand. There are some franchises for crocodile shirts, but they are also strictly audited and managed.

Of course, for example, Xtep sports brands have also adopted a franchise method, but they are only open to third- and fourth-tier cities, and almost all first- and second-tier cities are their own franchise stores. If there are excellent franchisees in the later stage, they can open up the first and second-tier cities.