Starting a brand is not the same as pure design, design can be whimsical and unique.

Entrepreneurship is a business behavior, and the market must be the most important, and only by fully respecting the needs of the market and consumers can we obtain corresponding economic feedback.

Ruan spent a week lightly, consulted her friends, school teachers, and even employees of some clothing companies, and based on the experience and suggestions of people from all walks of life, she slowly had a clear idea in her heart.

She spent two days writing a brand plan and faxed it back to China for Jiang Chen to help check it.

After all, when it comes to business, Jiang Chen is experienced and sophisticated.

Her original idea was to apply for trademark registration in China in the name of a garment factory, and her style temporarily considered the youthful and sweet style of 18-25 years old.

After reading her plan, Jiang Chen gave a completely different suggestion.

First, the registered brand trademark can be placed in the UK, and a designer who is well-known in the fashion industry can be hired to develop in China as an overseas brand, and then in Asia, and even the world.

Second, from the perspective of brand value and spending power, the consumer group is positioned as working women over 25 years old with stable jobs.

Jiang Chen even asked her to benchmark against international famous women's clothing brands such as Chanel and Dior.

These internationally influential international women's wear brands have their own advantages and strengths, and she can learn from each other's strengths and weaknesses, and finally form her own brand concept and style.

It has to be said that from a business point of view, Jiang Chen's advice is more mature and to the point.

Ruan gently overturned the original idea and rewrote a new plan, and changed the brand's name from Chinese style to the more international "Lovely".

The Chinese translation of Love is beautiful and charming, meaning beautiful, beautiful.

After the proposal is formed, the next step is to follow the steps on the plan and implement it step by step.

The first is to set up a studio, which is cheaper than registering a business, the procedures are simple, and the taxes are much lower.

Ruan Qingqing rented a small apartment near the school, and in order to save money, she did not seek a renovation team, but asked a friend to help her, painted the walls herself, and went to a second-hand store to buy office furniture.

After getting the studio, she went to the property office to apply for trademark registration.

Trademark application takes six months to a year, and Ruan is not in a hurry, she can take advantage of this time to do market research and analysis, study differentiation, and then create her own clothing system and story.

……

Autumn goes to winter, and time flies by in a busy way.

Although it is only December in Chengdu, the temperature has dropped sharply, and the citizens on the streets are wearing big cotton jackets and down jackets.

Zhang Chunxi was no exception, he was wrapped in a thick fur coat, still shivering from the cold, and when he turned his head to see Jiang Chen in the passenger seat, wearing only a shirt and a thin tweed jacket, he couldn't help but shiver.

"Mouse, you're not cold?"

"It's not cold."

"I'm not open."

Zhang Chunxi reached out and pinched Jiang Chen's hand hanging down at his waist, and scolded: "Your hands are as cold as ice cubes, and you can't say it's cold." ”

After a pause, he asked again, "Do you want me to warm you up?" ”

Jiang Chen squinted at him.

Zhang Chunxi lewdly pulled off his fur coat, "Come to my brother's arms, my brother will give you warmth." ”

"Climb away."

Jiang Chen scolded, and suddenly said, "Fatty, I want to use the shares as a mortgage." ”

Zhang Chunxi rubbed his face, picked up the lighter on the center console and lit a cigarette, leaning on the back of the chair while smoking, and replied: "I can't get a million mortgages." ”

Jiang Chen turned his head to look at him and said, "If it's not enough, I'll borrow it." ”

Zhang Chunxi stared at him, "Which one do you want to borrow?" If you can find someone to borrow money, you'll be here with a sad face. ”

Knock knock.

The car window was knocked on, and seeing that it was Ruan Dahai, Jiang Chen immediately pinched his cigarette butt, pushed the door and got out of the car.

"Uncle Hai."

Ruan Dahai looked him up and down, his face showing concern, "Xiao Jiang, why are you wearing so little clothing, it's cooling, be careful of catching a cold." ”

"I didn't pay attention when I went out today, so I'll add clothes when I go back."

After listening to his explanation, Ruan Dahai nodded, and asked the two of them what they were doing with the car here, and why they didn't go home.

Jiang Chen explained that he would talk to Zhang Chunxi about something.

Although he looked calm and light, the sorrow and exhaustion between his eyebrows still made Ruan Dahai perceive.

The matter of Jiang Chen and Tang Lisheng's gambling has basically spread in the business circle, and there are countless people behind the scenes singing and waiting to see jokes, and even Ruan Dahai, an old man, is often ridiculed by customers and peers.

As a person who has come over, he can understand the pressure of his son-in-law very well.

Thinking that he was going to set up a garment factory, the people around him were not optimistic, thinking that a good man like him was afraid that he would lose money if he did business, and even Li Yulian, the old lady, scolded him for wishful thinking.

Until now, he was very glad that he had withstood the pressure from all sides and plunged headlong into the sea of business, and at the same time, he was also very grateful to the Su family for helping him.

Ruan Dahai took Jiang Chen home and put his hand on Jiang Chen's shoulder, "Xiao Jiang, you and Qing are about to get married, and they will be a family in the future, the family doesn't talk to each other, if you encounter difficulties, you have to speak out, the family works together, and nothing can be solved." ”

Jiang Chen looked at Ruan Dahai, who was a head shorter than him.

At this distance, he could clearly see the fine lines on the forehead at the corners of the other party's eyes, as well as the care and kindness in his eyes.

Before the age of eighteen, he had never enjoyed his father's love, and even hated the term father for a time.

But now, he doesn't remember Jiang Zhiwei's biological father very much, and he doesn't think much about Jiang Zhiwei's tyranny, he often feels in a trance that Ruan Dahai is his father.

Jiang Chen didn't want the Ruan family's father and daughter to know about the work, and he didn't want them to worry about him.

But he is also just an ordinary young man, and he can't bear to find support and encouragement.

"Uncle Hai, I want to cast a TV commercial......"

Like the previous construction of the production line, Tang Lisheng vetoed his plan to invest in TV commercials, which made Jiang Chen fall into an embarrassing situation.

Because of the increase in production lines, the output of TVs has increased several times compared with the original, but the market development outside the province has not been smooth, resulting in a large backlog of inventory in the warehouse.

This also led to questions about Jiang Chen's decision-making and even his ability from top to bottom of the company.

There are even many employees who express their dissatisfaction with Jiang Chen behind their backs, thinking that he is eager for quick success and quick profit, and he is too ambitious, and sooner or later he will drag down the company.

Whether these remarks are from the voice of the employees or are wantonly provoked by people with intentions, Jiang Chen has no intention and does not bother to pursue them.

He only wants to get a million now.

When he was running a business before, he met a friend who was a reporter at Beijing TV, and he was told that as long as he could take out 1 million, he could insert advertisements in the Golden Theater of Beijing Satellite TV.

Seeing that Ruan Dahai was listening to his thoughts, his face was solemn and his brows were tightly locked, and Jiang Chen couldn't help but be nervous.

Outsiders laughed at him, slandered him and scolded him, he didn't care at all, but Ruan Dahai was an elder he respected, and he cared a lot about Ruan Dahai's thoughts and opinions.

"Uncle Hai, do you also think it's too risky to spend such a large sum of money on advertising?"

Ruan Dahai looked at him, "Xiao Jiang, I understand that you believe in the spirit of young people who dare to fight, but one million is indeed not a small amount, have you thought about it clearly?" How sure are you? ”

Jiang Chen replied: "I have thought about it clearly, this is the only way to open the market the fastest at present." Uncle Hai, I have a hunch that in the next two or three years, TVs, refrigerators, and washing machines will become the standard configuration of a family. ”

Ruan Dahai nodded, "Xiao Jiang, I agree with your point of view, you see that in the old community where we live now, although every household has a TV, less than one-third of them use color TV, which shows that there is still a huge market and potential in color TV." ”

Jiang Chen couldn't hide his excitement, "Uncle Hai, do you support me to cast TV commercials?" ”

Ruan Dahai patted him on the shoulder, "Don't be discouraged, let's figure out a way together about money." ”