National Tide 1980.

Chapter 822 Make the cake bigger
Similar to Pilkardton, Goldlion, and Yilaide, Ning Weimin himself and Meishi Street Garment Factory have also made a lot of money.

Although Ning Weimin's three clothing brands are not well-known in the market.

However, since Ning Weimin established these stores next to Pilkardon and Goldlion, he is subtly using the comparison effect to tell customers that these are also international famous brand clothing.

In addition, he has advanced aesthetics and knowledge, decorates the store very high-grade, and the clothing styles are so eye-catching, deliberately catering to the preferences of young people.

So it's like using a blindfold to make it easy for the simple and simple people of this era to have an illusion.

Mistakenly believe that "Playboy" and "Champs Elysees" are purely French brands just like Pilkardon.

"Guofeng" is probably similar to E-lad and Goldlion, and should be a joint venture brand with Hong Kong City.

The key is that Ning Weimin manages these three brands by himself, targeting the middle-end clothing market in Beijing from the very beginning.

The price of his clothing is much cheaper than Pilkardon and Goldlion.

Although the price of a set of domestic suits of medium and high quality in Beijing Department Store is only between 72 and 99 yuan.

In comparison, the average price of a suit of Ning Weimin's three brands is more than 100 yuan, which is still a bit expensive.

But don't forget, with the bonus of "big international brand", it will be different. Can foreign products be the same as domestic products?

Most of the common people in the Republic of this year recognize foreign goods.

From the bottom of my heart, I think that the moon in foreign countries is rounder than ours, and things are better than ours.

Ning Weimin offered a [-]% or [-]% discount in the name of opening ceremony, which made his clothes look very "affordable" and "cheap", enough to fully mobilize the consumption enthusiasm of ordinary people.

Common people these days have one thing in common, that is, they can't walk when they see cheapness.

If you miss the opportunity to take advantage, you will beat your chest and feel that you are in a panic.

Again, consumers buy things for cost performance.

It doesn't have to be real, as long as you make consumers feel "worth it", that's enough.

Therefore, regardless of the fact that Pierre Carton was brilliant and dominant when it opened, Ning Weimin's three stores seemed to be reduced to a foil.

But in fact, several of his stores did not sell less goods, which is definitely the best example of making a fortune silently.

Especially after half a month has passed, his brand popularity has been spread by word of mouth from customers, and his brand popularity has started to rise, just like Yilad has repeat customers.

The turnover also began to grow at a faster rate, and the distance with Pilkardton was quietly drawn.

This is the advantage of this non-information age. There are few choices. Everyone will follow what is popular. It is easy to make a brand popular.

It's just a pity, limited by the fact that the factory is too small, after all, it can't be compared with big-name manufacturers, and the worst problem has arisen-the products of the three brands are not enough to sell.

You know, there are only [-] people in the street factory after all.

With the advanced equipment and technical level in this era, even if the production is at full capacity, only [-] garments will be finished in a month.

The key is that Ning Weimin can't just produce one kind of clothing, but three brands, and each brand has to guarantee the richness of clothing.

Every garment needs pattern making, the matching of fabrics and accessories, and workers need to adapt again.

There are usually hundreds of pieces in one production, and different sizes are required, which is troublesome.

So production will have a big impact.

What's more, there are always clothes that sell well and some that don't.

As a result, more popular products are sold out.

But relatively, the good thing is that the boat is small and easy to turn around.

Ning Weimin's current mode of operation is actually in line with the fast fashion line.

Once Yin Yue finds that the model is selling well in the market, she can immediately place an order for additional production at the factory.

It will not cause a large backlog of clothing, but it will be able to catch hot styles in time.

In short, after half a month in May, Yin Yue gradually became familiar with the business model.

When she had enough energy to do the accounting, she summarized the situation for Ning Weimin. Although the output of the clothing factory in Meishi Street had dropped by 12%, the profit had increased, and it was [-] yuan in half a month.

The franchise store earns the money of self-employed people in the past, and the cake has also become bigger, with a gross profit of up to 8 yuan.

It is equivalent to saying that Ning Weimin earned [-] to [-] in half a month.

At this speed of making money, even if he buys a money printing machine to print notes by himself, it will be printed on a dime-by-dime basis, which is almost the same.

Even better, the distinctive feature of Tianqiao Department Store is that its main products are clothing and fabrics. There are countless well-known old brands and big manufacturers here.

Meishi Street Subdistrict Factory can use Tianqiao Department Store as an intermediary, or take a ride with Pilkardton Company, and get goods from these fabric merchants at ex-factory prices.

Now it is not only convenient to choose materials, but also the cost can be reduced, and the problem of big fabric factories looking down on small garment factories does not exist at all.

Everything is suitable.

In turn, Tianqiao Department Store is the same, benefiting a lot from it.

With the presence of six clothing brands, it will not only bring a lot of wholesale business to those fabric manufacturers, but also directly increase the traffic of shopping malls and drive the purchase of fabrics by individual customers.

This is not surprising. Although the ready-made clothes of the six brand stores are excellent, they are still relatively expensive in terms of absolute prices.

When ordinary families buy these clothes, they basically grit their teeth and pay a person's monthly salary.

Then often only the needs of one or two family members can be met.

But everyone has a love for beauty, and other family members also have clothing needs. They want to wear clothes with good styles, so what should they do?
Then you can only choose to buy fabrics and make them yourself at home, or find a tailor to imitate according to the style you like. This is the most economical and cost-effective way.

To put it bluntly, when the cake gets bigger, everyone can eat it.

All business needs popularity, the more traffic there is, the benefits will come, and it is impossible for the mall not to follow suit.

In fact, this is similar to the principle of "one person attains the Tao and ascends to heaven".

After all, people who come here will not leave after buying clothes, especially those who come from a long way.

Most of them will stop by for another stroll, and this visit will give them the possibility to continue to consume, which will naturally drive the sales of other categories in Tianqiao Department Store.

Among other things, even the over 20 black and white TV sets that had been on the backlog for a long time were sold in Tianqiao Mall.

Think about it, how happy the shopping mall is with this incident?
If we really want to say that the only ones who have been negatively affected are the domestic clothing on the second floor of the shopping mall.

Those regular, non-distinctive ready-to-wear, although the quality is quite good.

But compared with the clothing styles on the first floor, it looks bleak.

After the six brands settled in, no one cared about these clothes, and few people even saw them.

So much so that Tianqiao Department Store held a special meeting to discuss whether to simply remove these clothing counters and replace them all with fabric counters.

However, this is not the end, because Ning Weimin almost copied the future mature franchise store operation mode, and the state-owned department store is the first time to introduce foreign brands to settle in.

The social effect caused by this incident far exceeds the commercial gains, and the people who care about this incident are not as simple as ordinary customers.

Therefore, various media reporters are very interested in the innovative operation of Tianqiao Department Store, and their follow-up reports are more intensive than the advertisements advocated by the district government at the beginning.

Naturally, the leaders of the shopping malls have to accept interviews and make relevant explanations.

Fortunately, there is the support of the district government behind it, and there are bright performances on the bright side that can blind the eyes of many dogs.

Ning Weimin also appeared on the Pierre Carton Company's side, expressing an explanation for gaining popularity by exchanging profits for losses.

As a result, Tianqiao Department Store has become an imitation model of reform, a reform pioneer in the department store industry that does not stick to one pattern and strives for breakthroughs.

This made the people in charge of other major shopping malls in Beijing who had been paying attention here envious, confused, conflicted, and worried.

For no other reason, they are harder now.

They really feel the success of Tianqiao Department Store, and they have begun to shake the original performance rankings of major shopping malls. This way of highlighting their own characteristics is too aggressive.

They also have to admire the bold choice of Tianqiao Department Store, which is unprecedented in this city, to achieve such a huge success.

But they are also risk-averse and have no real urgency to take risks.

If the reform is successful, and there are a lot of customers in the market, it is of course good to make a big profit, but what if the reform fails?
At present, the traditional wholesale-based business model guarantees stable profits. Is it necessary for them to take radical measures to take risks?

What's more, they just want to copy the homework without the support of the government. Pilkon's response.

Even if it is copied, it will be inferior to Tianqiao Department Store.

But if the copying is messed up, someone needs to be responsible. How do you think it's not worth the loss?
Unless you find another way, find another category that can more arouse customers' consumption enthusiasm as your own characteristics.

In the final analysis, the only thing that can be learned right now are some facilities and practices of those six brand stores.

Like a fitting room with a mirror, like a sofa for customers to sit and change their shoes, and those nice, sturdy wrapping paper bags.

It looks stylish, and it seems that the clothes are expensive.

Hey, I have to admit that foreigners know how to do business. Look at their brains, how can they be so thoughtful.

Look at how amiable the salespersons are, and I don't know how to train them.
I can't compare, I can't compare, maybe 100 years, I can't catch up with others...

(End of this chapter)