1993 Glamour at a Glance

Chapter 55

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

Yuan He has enough prestige inside the factory, he said don't talk about who was selected at the dinner table, and the others just asked questions about brand building.

In this regard, Professor Li did not understand.He was just an idea guy, thought of a name, drew a logo.

Even if Yelia is chosen, Professor Li will not be able to provide more value no matter how to promote the brand.

He ate in silence, watching 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 obviously knows more than Jiang Hong.

"...That is to say, Mr. Yuan is preparing for group operation, mainly independent branch factories will be combined into a group?" Song Yang looked surprised.

"The newly built factory area and the establishment of the group head office are the first batch of key technical transformation projects in the province." Yuan He felt that Song Yang's expression had some other meaning, but he still talked about the current plan, "cooperate with RB suit experts The high-end suit research institute was established last month, and after deciding on the brand name, we plan to open a specialty store in Yanjing Department Store next year."

"In other words, are you starting a sales plan for ordinary individuals now?"

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

Song Yang was thoughtful, but did not speak for a while.

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

"We did a research." Jiang Hong said, "Goldlion, Youngor, Sundance, Genie, Playboy, Golden Shield... Now there are quite a few well-known brands in the field of suits. Your factory's new brands should be sold as soon as possible. It is heard all over the country, and it still deserves to be advertised on CCTV!"

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

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

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

The words were astonishing, and the rest of the people couldn't help being startled, 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 group custom clothing market, Yanjing's Shunmei is a Sino-foreign joint venture. They not only made RB Mitsubishi, Mitsui, Sumitomo, Marubeni and many other big companies work uniforms, and they were also the clothing suppliers for the opening ceremony of the Chinese delegation in the Yanjing Asian Games in 90. They and you have done a lot, but they have begun to set foot in the field of retail clothing , the logic is different."

"...How do you say that?" Yuan He frowned.

"Group customization does not have high requirements for the style of clothing. Market personnel rely on some very common fabrics and styles, and then obtain orders from large companies through price and other means. The factory produces according to the order. Because it is produced according to the order, there will be no Inventory pressure." Song Yang paused and reminded, "Mr. Yuan, don't think retailing is easy just because consumers don't pay much attention to suit styles, fabrics, and workmanship."

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

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

As an imported product, suits quickly became a "fashionable" hot item with a high penetration rate.The story of "the gardener wearing a suit and watering the flowers" brought cultural shock to the Chinese people.

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

At this time, the most popular styles of suits in China are business suits.No matter what kind of work they do, even if they are dust collectors, there are many people who wear cheap, low-end and ill-fitting business suits, full of expectations for the future.

Single style, fabric and pattern?Is the workmanship not exquisite?What's the matter, all you need is to wear a suit!

Therefore, suits were extremely popular in the market at this time, and suit factories with an annual output of 30 to 80 sets were spread all over the country.

Weifang Woolen Garment Factory started out as a group business wear customization, which is a very good track.But now to enter the retail market, the gameplay is really different.

Song Yang said: "The competition in the retail market for suits is very fierce now, but everyone has no obvious distinctions in styles and grades, and it is easy to become a price war. There is no style, no clothing culture guidance. Who has the widest distribution of channels? , Whoever has an advantage in pricing and profit may sell well. But after all, this is the way of production first, distribution channels later, and final sales. The pressure on inventory and turnover is not the same as the order production of group professional clothing customization. language."

"...What does this have to do with taking down all three brands?" Yuan Kun was confused.

Song Yang smiled and replied: "If the group operation is only composed of branch factories to form a group, then it does not make much sense. The existing group clothing customization and retail clothing production and distribution are completely different modes of operation, and should be independent Retail clothing, what styles of clothing to produce each season, how much to produce, how to spread the channels across the country, it is best to have an independent team. Moreover, I also suggest that men’s clothing and women’s clothing should be separated into two independent companies. "

"Factories still produce according to orders, and production capacity is the foundation. Men's wear brands and women's wear brand companies focus on clothing design and distribution. The group's factories receive orders from the group's own men's wear and women's wear, while men's wear companies and women's wear companies do not need their own Building a factory is an asset-light mode of operation, so you can focus on building your own brand.”

"The existing group professional clothing customization only needs the brand name of the group company, and the dependence on the brand is not high. However, there is still a very special customized market, that is the real high-end dresses. I am very interested in the group management plan of your factory. Suggestions are Silk Road Dress, Provis Men's Wear, Yelia Women's Wear, and Garment Factory. In the future, is it necessary to integrate the distribution of men's wear brands and women's wear brands into a dedicated distribution company, and distribute them through specialty stores? Go to the whole country to see the needs of your factory."

Professor Li looked at him in a daze: Here we go again, this is not just about brand building, but also involves the issue of corporate development strategy.

Yuan He listened to such a big paragraph, while thinking, he greeted them to continue eating.

Afterwards, he was still puzzled and asked: "Costume design...does it take so much importance?"

Song Yang sighed and said: "People depend on clothing. Does it need to be said how important the design of clothing is? 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's requirements are getting higher and higher. Now, if you don't pursue styles, you can wear them in a rush, and the workmanship of the fabrics doesn't matter. But this era of easy money will eventually pass. The research institute established by the woolen factory focuses on Fabrics and craftsmanship. And clothing design is really the lifeblood of clothing enterprises.”

Throughout the eighties and 90s, before officially joining the WTO, the money in various domestic businesses was too easy to make.

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

When foreign brands enter the domestic market intensively and consumers' tastes improve rapidly, only a very small number of companies that have paid attention to clothing design in advance have survived and developed better.Many other companies have inevitably turned to OEMs, earning thinner and thinner profits, and surviving by squeezing cheap labor.

Song Yang raised this issue for Yuan He and Yuan Kun to think about, and it is their business to decide how to decide.

Jiang Hong's heart sank.

Yuan He and Yuan Kun were obviously getting more and more distracted, and seemed to be led by Song Yang to think more deeply.

This young man may not really be a bad rule. He gave them such a plan that exceeded their needs, and now he said these new proposals. Based on his own knowledge, Jiang Hong had to admit that Song Yang's proposal was reasonable, yes Long term.

But in this way, even if Weifang Woolen Clothing Factory uses the brand design of Silk Road this time and pays for it, the big jobs in the future will probably be won by this scorching sun advertisement.

Is this an advertising agency or a consulting firm?Why do you want everything?
Where did he come from?

(End of this chapter)