Rebirth, I really don't want to be a warm man

Chapter 627 Brand Strategy
After the meeting, Li Zhe left Bai Wei and Zhang Wenjun behind: "You two recruit a group of suitable people from various departments as a team, and then go to Hangzhou, Siming, and Ouzhou to buy several clothing factories and shoe factories. factory, and set up a clothing company as soon as possible.”

Bai Wei and Zhang Wenjun nodded at the same time, expressing their understanding.

Li Zhe then picked up a document on the conference table and handed it to the two of them.

"This is a clothing company planning and development plan I made, you can take a look."

Bai Wei and Zhang Wenjun took the documents and looked through them carefully.

This is a complete and detailed clothing brand creation and marketing plan.

Everything from strategic positioning of brand image to marketing and promotion.

Originally, Bai Wei was a little caught off guard when Li Zhe suddenly asked her to be in charge of developing the clothing industry, and kept thinking about how to do it.

After reading this plan now, she suddenly felt a sense of enlightenment.

The marketing and promotion of brands is inseparable from creative advertisements, and a lot of publicity investment.

On the one hand, relying on the Internet new media platform of Fundong Group, a large number of celebrities and Internet celebrities are used to promote and endorse, fully guide young consumer groups to recognize the product and make it fashionable.

It's not that many people don't want to support domestic products, but that many domestic brands are really disappointing.

"Forget it, you two should think about it after you get back." Li Zhe was a little annoyed.

One of the big reasons for the failure of domestic clothing brands to develop is that many domestic companies are too "smart" and engage in crooked ways.

Bai Wei thought for a while and said, "How about being called Jorya?"

That is to say, Li Zhe controls the largest private entertainment group in China, and can make its stars and Internet celebrities refuse to speak for major European and American brands through the way of bundling interests.

"President Li, what name did you choose?" Zhang Wenjun asked curiously.

On the other hand, it cultivates its own excellent designers, selects models and organizes international fashion weeks with oriental cultural characteristics and regional influence, formulates its own industry standards, and competes with major European and American brands for the right to speak.

At this time, the economic gap between the mainland and Hong Kong Island is still relatively large. Although the GDP of the Shanghai Stock Exchange surpassed that of Hong Kong Island in 09, the average salary is still too different, not to mention that Hong Kong Island is the third largest financial center in the world. .

There are also many foreigners who are fascinated by Hanfu in later generations.

"Hua Chang, the beauty of Zhang Fu is called Hua."

All companies under the Fundong Group refused to cooperate with it.

Some companies don't even produce products at all, and make a living by selling brands.

"Remember, the quality control of clothing must be well controlled. Although we are a light luxury brand, the design and quality cannot be inferior to those big foreign brands."

……

However, people have mastered the right to speak and mastered the industry standards, so that the domestic aesthetics are becoming more and more westernized.

Metersbonwe, TCL, Oaks, TP-LINK...these are all domestic products.

Don't say anything else, just say one thing.

"correct!"

Most of the world's famous clothing and cosmetics designers are located in Europe and the United States, as are the international top model competitions and fashion shows.

He now understands why many domestic brands have foreign names.

In this way, it is not that the top stars compete with each other for the endorsement of European and American big names, but that it is difficult for European and American big names to find influential top-line spokespersons in China.

"Mr. Li, the name of the brand hasn't been decided yet, has it?" Bai Wei said.

Because many Chinese people just prefer and trust foreign brands.

Moreover, there are more than 6000 million Chinese and overseas Chinese overseas, as well as many lovers of Chinese culture. These are all overseas markets that can be exported.

The three of them discussed for a long time and thought of many names, but they still felt that they were not good enough.

And the brand that does this is not just an Antarctic person, nor is it limited to the clothing industry.

This well-known domestic brand in the early years has actually been discontinued for many years, but there are more than 1000 cooperative suppliers and more than 4500 authorized dealers. In 19 years, only the brand authorization fee was as high as 13.05 billion.

"This name is very good!"

Which girl can refuse a good-looking Hanfu?
If we really want to start the Hanfu movement, so that every young girl in China can have a set of high-quality and cheap Hanfu, it will be a market with a scale of hundreds of billions.

Is the aesthetic style of European and American clothing really suitable for the East?Certainly not.

Like the "big name" Antarctica.

The star's coffee position not only depends on the work and popularity, but also the commercial value is also a very important item.

"Should I call it Avril? No, it seems that this brand already exists."

Over the past few years, the influence of some big European and American brands in the country will inevitably drop significantly, and then they will take advantage of the situation to counterattack and launch high-end products to compete with big European and American brands in the domestic, Hong Kong, Macao, and even Southeast Asian markets.

However, although Li Zhe gave up the brand name of Huashang, he planned to make a series of Huashang Hanfu.

Soon, Bai Wei and Zhang Wenjun finished reading the plan and put down the documents in their hands one after another.

Bai Wei doesn't like to dress up, and she doesn't know much about women's clothing.

And block all celebrities and Internet celebrities who endorse major European and American brands (only corresponding clothing and cosmetics).

This is why even without the promotion of the upper class, the Hanfu craze and Hanfu movement can be set off in later generations.

To put it simply, not a single product was produced, and 13 billion was sold just by selling the brand.

"I've thought about the name of the brand a few times. Either it has been registered, or it doesn't feel right. You two should discuss it. If it doesn't work, we will call for it publicly." Li Zhe said.

Therefore, domestic stars are proud to endorse major European and American brands such as Dior, Chanel, and Gucci.

"This is a women's clothing brand, and it has existed for a long time." Zhang Wenjun reminded.

Why are most luxury brands in France and Italy?
Not to mention the domestic market, even South Korea and island countries with relatively developed clothing and cosmetics industries can only produce low-end products.

But if a famous brand wants to become an international famous brand, it is far from enough to rely on advertisements and celebrity endorsements.

For example, Chanel, Dior, Prada, Louis Vuitton and other international luxury brands invest more than one billion dollars in advertising and celebrity endorsements every year in order to increase brand awareness and consolidate their market position.

Li Zhe shook his head, "This brand name has too strong cultural characteristics, which is not conducive to external promotion. The brand name must be simple, easy to understand, pleasant to hear, and in line with the trend, so that it is easy to be remembered by consumers and conducive to publicity and promotion."

Li Zhe's positioning for future clothing and makeup brands is low-end products. The right to speak about the rules of high-end luxury goods has been controlled by Europe and the United States. If he wants to make a way out, he can only follow the example of South Korea and island countries.

This is easy to say, but hard to actually do, especially the last point.

The problem is that domestic stars and celebrities are proud to endorse major European and American brands, and guide fans and young consumer groups to buy them as fashion. How can domestic brands do it and how can they achieve industrial upgrading?

When the matter was almost finished, Li Zhe left the meeting room with Bai Wei and Zhang Wenjun.

Brand companies don't want to make good products, but focus on false marketing and word games to mislead consumers to buy fake and inferior products.

Because industry standards are in the hands of the West.

Hanfu is not practical, but it beats Western-style clothing in terms of aesthetics.

When the brand and word-of-mouth are done badly, then "change the vest".

He said as if remembering something: "Don't register the company in the Mainland, register it on Hong Kong Island."

Third-rate companies make products, second-rate companies make brands, and first-rate companies make standards.

Therefore, many people still have a high opinion of Hong Kong products and like to travel and shop on Hong Kong Island.

Putting on the name of a Hong Kong product in advance is conducive to the rapid promotion of the brand.

In addition, Hong Kong Island is a free port, and setting up the company there is also more conducive to exporting and developing the Southeast Asian market.

　Call for brand names, the author is incompetent in choosing names, and after thinking about it for a long time, he couldn't come up with a good name.

　　
　
(End of this chapter)