Wind Rises 2005

Chapter 35 Fashion is the most fashionable
Wang Fang has worked in the clothing industry for more than ten years, and has five or six years of experience as an executive in a women's clothing company.

Although she has only been with Yan Bing for more than two years, it is her highest salary and the only time she worked in a large clothing company.

The previous experience in the industry is nothing more than a small fight.

The workplace is like this. Don't look at the beautifully written resumes and the scary printing of business cards. In fact, there are many parallel imports. At least Wang Fang in front of me has never dealt with large brands.

Otherwise, how could Yan Bing not rely on her at all.

The 2000 million marketing plan was actually the result of Wang Fang stealing lessons from his peers.

She herself just followed the gourd and drew a scoop, and came up with a plan hastily, without absolute certainty at all.

This woman has been in the workplace for a long time, but she has developed a thick skin. Facing Ma Liang's response, she sneered: "Half an expert? Just you?"

"Of course, compared to you, a parallel importer, it's no exaggeration to call me an expert." Ma Liang responded unceremoniously.

He really wasn't talking nonsense, he had experienced so much in his previous life, and he spent a lot of money during that time.One of the biggest expenses is to accompany the girls to go shopping.

So Ma Liang is very familiar with fashion brands, and knows a lot about women's clothing brands.

Although he has no business experience and doesn't know how to operate in details, he has been baptized by the explosion of mobile Internet information in his previous life.

I have read various business models and various brand theories. Have you never eaten pork or seen a pig run?

Ma Liang really doesn't know how to operate it, but it's a set of theory when it comes to theory.

At least compared to the two in front of him, his theoretical level stands on the shoulders of countless giants, and he can see problems from a higher dimension.

Although Yan Bing is a rich woman and big boss, but she is only a fashion designer. She has no systematic study of business theory, and it is not easy for her to manage the company to this size.

But now it can be considered that the ceiling of the company's development has been touched, and her resources and contacts can only help so much.

If you want the company to reach another level, you have to rely on yourself to strike the iron.

But business is Yan Bing's shortcoming, and she couldn't find a clue for a while.

It is even no exaggeration to say that there are very few people in the domestic clothing industry who can give her professional advice at the moment.

People with real skills are all bigwigs in the industry, who would tell Yan Bing, a colleague, the wealth code.

So she started arguing with Wang Fang from Di Maliang, as if she was watching a brainstorm, hoping that the two could really come to an agreement.

Wang Fang couldn't say no to Ma Liang, and turned her attention to Yan Bing: "Mr. Yan, are you going to let him talk nonsense here?"

"You didn't even see the core problem of the company, how dare you ask Sister Bing for 2000 million marketing expenses?" Before Yan Bing could speak, Ma Liang sneered again.

Wang Fang couldn't back down at this moment: "What core problem? What nonsense are you talking about?"

"The general direction is wrong, let alone 2000 million, even if you spend [-] million for marketing, it will be a waste of money." Ma Liang finally expressed his analysis.

At this time, without waiting for Wang Fang to refute, Yan Bing asked anxiously: "You said our general direction is wrong?"

"Yes, Sister Bing, I was wrong from the beginning." Ma Liang nodded with a regretful expression.

Wang Fang became even more angry. Isn't Ma Liang accusing her of dereliction of duty and unprofessionalism as the marketing director, who doesn't even know the general direction.

She no longer cared about her face, and directly scolded: "Your boy is so godly and superficial there, you are playing tricks. Today we must make things clear, so where is the general direction wrong?"

After finishing speaking, he glared at Ma Liang viciously, and cursed at the street when he made a mistake.

Even Yan Bing looked over expectantly, wanting to see if Ma Liang could really come up with any amazing analysis.

"Have you seen the big names in Hang Lung and Grand Gateway opening stores in third- and fourth-tier cities?
And those brands with hundreds of chain stores in the fifth, sixth, seventh and eighth tier cities, when will they be able to enter the mid-to-high-end shopping malls in Shanghai? "Ma Liang didn't answer directly, but threw out two questions.

Wang Fang was stunned, completely unaware of the purpose of Ma Liang's two questions.

As a designer, Yan Bing was already very sensitive to brands. Now that Ma Liangyi reminded her, she soon came to her senses.

She tentatively asked: "You mean, fashion has a gradient, and the customer groups in different cities are different. It is impossible to use the same brand to spread all the domestic markets?"

"That's right, that's what it means." Ma Liang smiled slightly, nodded in praise.

It will definitely be fine in five or ten years, but now it is only 2005, the domestic economy has just taken advantage of the wind, and many prosperous commercial real estates in various places are still under planning.

It is impossible for any business to develop out of the background of the times, and the same is true for clothing brands.

This is why Yan Bing's mid-to-high-end women's clothing brands will go bankrupt one after another after entering the market in third- and fourth-tier cities.

The main issue is not the price, but the product positioning does not match the target customer group.

You are a fashion brand in the eyes of young ladies in Beijing, Shanghai, Guangzhou and Shenzhen. How can rich women in third- and fourth-tier cities appreciate it?

In their eyes, perhaps those low-key brands that are not even allowed to enter the mid-to-high-end shopping malls in first-tier cities are the most fashionable and fashionable.

Although the words are ugly, the reality is like this, and fashion differences exist objectively.

It's like the young ladies in Shanghai are all bare-legged in the streets in winter, and the Sichuan girls in Ma Liang's hometown are still deliberately showing off their "fashionable" fake flesh-colored silk stockings that are rustic and low.

Only after another five or ten years, when the economies of various regions take off, commercial real estate develops vigorously, and high-end shopping malls bloom everywhere, the so-called fashion gradient gap will continue to shrink.

So when Ma Liang gave a prompt, Yan Bing immediately responded.

The domestic market has its particularities, and it will definitely not work to copy the operation of foreign big brands.

These years, the manufacturers that have really made a lot of money in the domestic clothing industry, which one is not a brand that is so dirty.

It is rare to have a brand that is both profitable and slightly foreign, and there are only a handful of brands like Baleno and Metersbonwe.

Yan Bing also couldn't help sighing: "In this way, if you want to open up the sinking market, you have to start a new stove, and you can't rely on existing brands."

"That's right, and it must be a very down-to-earth brand." Ma Liang added.

Whether starting a business or doing business, half a step ahead is a genius, one step ahead is a lunatic, and three steps ahead is a martyr.

In the current environment, it is impossible for female users below the second-tier cities to embrace brands that are too fashionable.Even when you go shopping in ordinary clothes, people feel like you are walking a runway show, which is very awkward.

To put it bluntly, the consumption aesthetics of most domestic female users are still educated by Taobao.It's too early for high-end fashion at this time.

Even after more than ten years, many young ladies still feel that fashion is abruptly worn out of the work clothes of the special service industry. It has to be said that it is the sorrow of domestic aesthetic education.

Ma Liang had another sentence just now because it was too indecent, so he resisted not to say it.

That is, those who win the dick win the world, and this is the general trend.

What do you think about playing mid-to-high-end brands in China? After more than ten years, I haven’t seen a few big players succeed in playing, let alone now.

(End of this chapter)