At the dinner table, the three parties were not sure which plan the woolen factory had chosen.

Yuan He has enough prestige within the factory, and he said that at the dinner table, let alone who was selected, and the others just asked for advice on brand building.

Professor Lai did not understand this. He was just an ideaman, came up with a name, drew a logo.

Even if Yelia is chosen, how to launch this brand, Professor Li will not be able to provide more value.

He ate silently and watched Jiang Hong and Song Yang play.

One is a celebrity in the advertising industry, and the other is a newcomer who is still in college.

…… Outrageous!

This is Professor Li's intuitive feeling, because Song Yang knows obviously more than Jiang Hong.

“…… In other words, Mr. Yuan is preparing for group operation, mainly independent branches are combined into a group? Song Yang looked surprised.

"The establishment of a new factory and the head office of the group is the first batch of key technological transformation projects in the province." Yuan He felt that Song Yang's expression had some other meaning, but still said the current plan, "The high-end suit research institute in cooperation with RB suit experts was established last month, and after setting the brand name, we also plan to open a store in Yanjing Department Store next year." ”

"In other words, you're starting to start a sales plan for the average individual now?"

"The main purpose of soliciting brands is to match this market."

Song Yang was thoughtful and didn't speak for the time being.

Yuan Kun and Jiang Hong continued to chat, Jiang Hong didn't touch his shortcomings in the clothing industry, but still talked about how to use advertising to gain popularity.

"We did the research." Jiang Hong said, "Jinlilai, Youngor, Shengdexi, Jue Nidi, Playboy, Golden Shield...... Now there are many well-known brands in suits. If your new brand wants to resound all over the country as soon as possible, it still has to be advertised on CCTV! ”

Then he talked about their shooting and placement cases on TV commercials, and Jiang Hong wanted to convey the more comprehensive and powerful strength of their Dacheng advertising.

No matter which brand name the woolen factory decides, Jiang Hong believes that with accumulation and relationship, this customer still has a lot of places to cooperate.

Song Yang suddenly said: "Mr. Yuan, I suggest that your factory take down all three brand names." ”

The words were amazing, and the rest of the people couldn't help but be surprised, and they all looked at him.

“…… Director Song, why do you say that? ”

Song Yang put down his chopsticks first, and then said: "Mr. Jiang has done research, Mr. Yuan, you must be very familiar with the current industry situation." Subdivided into the market of group custom clothing, Yanjing's Shunmei is a Sino-foreign joint venture. They not only made the uniforms of RB Mitsubishi, Mitsui, Sumitomo, Marubeni and many other large enterprises, but also the clothing supplier for the opening ceremony of the Chinese delegation at the 90 Yanjing Asian Games. They're doing a big job as you are, but when they start getting into the retail apparel space, the logic is different. ”

“…… What do you mean by that? Yuan He frowned.

"Group customization, the style of clothing is not demanding. The marketing staff relies on some very common fabrics and styles, and then obtains orders from large enterprises through prices and other means, and the factory produces according to the order. Because it is made-to-order, there will be no inventory pressure. Song Yang paused and reminded, "Mr. Yuan, don't think that retail is easy to do because consumers don't pay much attention to the style, fabric, and workmanship of suits." ”

After the reform and opening up, open the country to see the world, the change of clothing culture is a visible point of change in the social outlook.

From monotonous and simple to unconventional, bell bottoms, bat pants, red skirts...... Colorful is the impression of clothing in the 80s.

As a foreign product, suits have quickly become a "fashionable" hit with a high penetration rate. What is the story of "the gardener's uncle wearing a suit to water the flowers", which brought a cultural shock to the Chinese people.

Wearing a suit is like having a decent job and being a successful person. Whether it is the capital province or the county town, being able to wear a suit is a sign of a good life.

At this time, the popular suit styles in China are business formal wear. No matter what kind of work is done, even if it is dusting, there are many people wearing cheap and ill-fitting business suits, full of anticipation for the future.

Single style, fabric, pattern? The workmanship is not exquisite? What's there, all you want is to wear a suit!

Therefore, suits are extremely sought after by the market at this time, and suit factories with an annual output of 300,000 to 800,000 sets are all over the country.

Weifang Woolen Garment Factory started to do group professional wear customization, which was a good track. But now it's time to enter the retail market, and the gameplay is really different.

Song Yang said: "Now the retail market for suits is very competitive, but everyone is not obvious in terms of style and grade, and it is easy to become a price war." There is no style and style, and there is no clothing culture guidance. Whoever has a wide range of channels and has an advantage in pricing and profit may sell well. But after all, this is the way of production first, then shop channels, and finally sell, inventory pressure and turnover pressure, which is not the same as the order production of group professional wear customization. ”

“…… What does this have to do with taking down all three brands? Yuan Kun heard it in a fog.

Song Yang smiled and replied: "If the group operation is just a group of branches, it is really of little significance. The existing group clothing customization and retail clothing production and distribution are completely different modes of operation and should be operated by independent companies. Retail clothing, what style of clothing is produced each season, how much is produced, and how to distribute channels across the country, it is best to be an independent set of people. And, I would also recommend separating men's and women's clothing into two separate companies. ”

"The factory still produces to order, and production capacity is the foundation. Men's and women's clothing brand companies focus on clothing design and distribution. The group's factories receive orders for men's and women's clothing from the group, while men's and women's clothing companies can focus on their own brand building because they do not need to build their own factories and belong to the asset-light operation mode. ”

"The existing group professional wear customization only needs the brand name of the group company, and the dependence on the brand is not high. However, there is also a very special bespoke market, and that is truly high-end dresses. My suggestion for your factory's group management plan is four sections: Silk Road Dress, Profisi Men's Wear, Yelia Women's Wear, and Garment Factory. In the future, it is necessary to integrate the distribution of men's clothing brands and women's clothing brands into a special distribution company, and spread it to the whole country through specialty stores, depending on the needs of your factory. ”

Professor Li looked at him in a daze: here it is again, this is not only a matter of brand building, but also involves the issue of enterprise development strategy.

Yuan He listened to such a big passage, and while thinking, he beckoned them to continue eating.

Later, he was puzzled and asked, "Costume design...... Do it so seriously? ”

Song Yang sighed and said: "People rely on clothes, how important is the style design of clothing, does this need to be said?" Mr. Yuan, with all due respect, the reason why everyone has been able to live well in the past few years is because of the shortage of supplies. People are demanding more and more. Now I don't pursue the style, I wear it in a swarm, it's almost fine, and the fabric workmanship doesn't matter. But this era of easy money will eventually pass. The Woolen Factory is a research institute that focuses on fabrics and processes. And clothing design is really the lifeblood of clothing enterprises. ”

Throughout the eighties and nineties, before formally joining the WTO, the money of various domestic trades was too easy to make.

Why did the textile industry become one of the more and more difficult industries to operate? Because the decision-makers of most companies do not have the background or thinking of clothing design, they do not pay attention to this at all.

When foreign brands concentrated on entering the domestic market, and when consumers' tastes also improved rapidly, only a few companies that paid attention to clothing design in advance still survived and developed better. Many other companies have inevitably turned to OEM, making increasingly thin margins and surviving on cheap labor.

Song Yang brought up this question for Yuan He and Yuan Kun to think about, and how to decide was their business after all.

Jiang Hong's heart sank.

Yuan He and Yuan Kun obviously became more and more distracted, and they seemed to be taken by Song Yang to think more deeply.

This young man may not have been a bad rule to put forward such a plan that exceeds their needs, and now that he has said these new proposals, Jiang Hong has to admit that Song Yang's suggestion is reasonable and long-term.

But in this way, even if Weifang Woolen Garment Factory uses the brand design of Silk Road this time and gives the cost, I am afraid that the big work behind will be won by this sunny advertisement.

Is this an advertising agency or a consulting company? Why do you want everything?

Where did he come from?