money player

Chapter 111 Waiting for you to ask for cooperation
Qiu Degen, who was sitting on the sofa in the reception area, felt very uneasy.

Before, he had vaguely glimpsed the scale of the factory from the peeping leopard outside the factory gate. When he entered the factory and walked around, he could truly feel Xian Yaowen's considerable strength. As far as he knew, such a large factory was also in Shanghai. Very few.

Knowing that he was discussing business with such a big boss, he couldn't help but feel a little guilty.

Thinking about his journey over the past 20 years or so, the most glorious period was when he sold a small printing factory and rented a metropolitan cinema to show movies. Although he made some money after running the business for several years, he came to Hong Kong in a hurry. , only carrying a few hundred yuan in his pocket.

When she arrived in Hong Kong, she was living in embarrassment. Jinqiu was pregnant and had no money to go to the hospital to give birth, so she had to give birth in a small and cramped low-rent house.

Finally, I found a job showing slideshows with a friend, and I was able to take advantage of my job to go out and film at night. However, in just a few months, I had only saved a few hundred yuan in savings, and I didn't have enough confidence.

Qiu Degen felt guilty but full of expectations. If it was just for advertising, there was no need for Mr. Talk to yourself about something else.

What could it be?

With lofty aspirations but in a humble situation, Qiu Degen did not want to let go of any possible opportunity.

"In 1928, 'Schott NYC' designed a leather motorcycle jacket for Harley-Davidson motorcycles called the Perfecto. This leather jacket did not sell well in the years after it was launched, and most of it was only used as a gift when buying a car.

Until the year before last year, the American Motorcyclist Association held a Gypsy Circuit motorcycle rally in the small town of Hollister, California. On that day, about 500 non-association members rode motorcycles into the town, drank and caused trouble at the rally, so much so that This caused the entire venue to lose control and cause riots.

After the riots, the American Motorcycle Association stated that 99% of motorcycle riders are law-abiding citizens and only 1% are the initiators of chaos.

It is this 1% of so-called initiators of chaos who, in the following year, 1948, created the 'One Percenters' subculture that is different from the motorcycle association culture. It can also be called a speeding party organization. Their members mainly ride and cruise. Motorcycles, especially Harleys or other American motorcycles, are a symbol of freedom, loyalty and anti-sociality.

The motorcycle gangs are not supervised by the motorcycle association. They are classified as illegal and illegal organizations. This group of people has their own values ​​and laws. "

Xian Yaowen and the two walked to the factory gate and put out the cigarettes and cigars in their hands. After passing through the gate, Xian Yaowen continued: "Actually, it doesn't matter what kind of people the speedsters are. The key is that these people all like it." Wearing Perfecto immediately boosted the sales of this leather jacket, and as soon as these people took to the streets, there were hundreds of people riding motorcycles, and it was impossible not to attract attention.

It is impossible for those motorcycle manufacturers not to discover the huge advertising value contained in this group of people, and they will definitely take some actions, such as promoting the culture of motorcycle gangs.

When it comes to promoting culture, the best way is through movies and music. I guess Hollywood will soon be making movies about motorcycle gangs, or they are already making them.

In terms of music, a new form of music, 'rock', is gradually becoming popular in the United States. This music was originally black music and was only circulated among black people. It can be regarded as racial music. In the beginning, no white people would listen to this kind of music. Because it involves issues such as racial discrimination and segregation.

In the West, feminism has appeared since the 18th century, and there was an organized feminist movement in the mid-19th century. However, it was not until the outbreak of World War I in this century that women's rights were taken seriously.

The reason is very simple. The participating countries sent a large number of men to die on the battlefield. Many jobs that were originally only provided to men lacked labor and had to be filled with women.

This was especially true during the Second World War. Women entered the military and machinery industries, showing that women could also do "men's jobs" and that society relied on their contributions. Those who contributed naturally had the right to speak. With the right to speak, women status will naturally be improved.

The success of the feminist movement, coupled with the winds of independence and revolution blowing around the world, led to the awakening of the resistance consciousness of the lower class. The big aspect is that the lower class turned into the upper class and began to control the political power of a country, embarking on a new process of corruption. , the small aspect is that part of the traditional mainstream culture has been spurned, and the lower class society has to launch their own culture.

Due to the formation of the Cold War pattern led by the United States and the Soviet Union, the ideological struggle between the two sides will definitely be reflected in popular culture, and the political meaning of movies and music will become very strong.

A typical feature of the Soviet Union was the high concentration of power and thought. Some things were not allowed to be used by the people's imagination and creativity. There was a set of standard molds placed there, and ordinary people would process them according to the mold's style, trimming off the edges and replacing missing parts.

From the perspective of Western capitalist countries, the most suitable point to attack the Soviet Union is democracy and freedom.

In contrast, the United States is a diverse country in terms of race and ethnicity, and there have been long-standing conflicts between various races, especially the black issue.

Since the end of the Civil War, black people have nominally obtained the equal rights granted by the Emancipation Proclamation. However, due to poverty and low education, black people must once again rely on white employment for economic survival, especially when federal troops withdrew from the South. Blacks suddenly lost the protection of federal laws, and their status fell into a situation similar to that before the Civil War. The Democratic Party supported by southern whites took control of the South and implemented many segregation laws. Blacks were once again subject to racial inequality.

Until now, black people in the United States have not gotten rid of the apartheid policy. For the Soviet Union, this is a very suitable point to attack. Not only can it be used to attack the United States in terms of public opinion, but it can also be used to export the revolution to black people in the United States. Once black people join forces to make a revolution, it will be very beneficial to the Soviet Union.

The apartheid policy is inseparable from both the Democratic Party and the Republican Party, but it is more closely tied to the Democratic Party. The former Roosevelt and the current Hoover were both Democratic presidents. The Republican Party will not be willing to see the next president be a Democratic Party. Naturally, it will Sniping at Democrats.

Whether it is due to domestic partisanship or national security, black issues will be pushed to the forefront.

Whether it is bicyclists, women's rights, black anti-apartheid, or ideological struggles, they are pushing some personal thoughts and values ​​towards concepts such as individualism, diversity, pursuit of freedom, questioning authority, opposing the system, and escaping from society. People will become Increasingly pursuing freedom and individuality.

For us, popular culture is commercial culture. We must integrate products with the public's values. The public is pursuing freedom and individuality, so we will inject these two into our products. "

Xian Yaowen pinched the collar of his suit, "A suit with a shirt and tie represents the traditional elite culture. This culture is the final form of the evolution of the elite class after hundreds of years. It is uniformed and has a deep connection with institutionalization. , no matter how popular culture changes, it will always have a place.

For now, wearing a shirt is still a status symbol. Wearing a shirt is much more respectable than wearing an undershirt.

Therefore, when I founded Zhonghua Garments, I selected shirts that were not too difficult to start with but had strong vitality.

After our first step of brand influence marketing comes to an end, the second step of the marketing plan is to bundle the Good Luck Lai shirt with class and identity, and create a product for the public that only those with a decent job in the office are eligible. Wear a good luck shirt.

On the other hand, as long as you buy a good luck shirt and wear it, you will immediately become a decent person. "

Lin Xingliang asked: "Deliberately creating a threshold?"

"Absolutely, we want to export to consumers the concept that consumers who buy Good Luck Lai are decent people, and only decent people are qualified to buy Good Luck Lai. Without the blessing of this concept, how can families with low incomes be willing to spend money? Spend more than ten dollars to buy us good luck."

Lin Xingliang hesitated and said, "Boss, are our prices too high? It only costs 13 or 4 yuan to make a cheongsam. I suggest launching a lower-priced style."

Xian Yaowen smiled faintly, "You are talking about the most common cheongsams. Those good, silk cheongsams cost tens or hundreds of yuan each. Our brand positioning is not for everyone. The price cannot be lowered. Only If it can rise step by step, if everyone can easily afford Good Luck, the brand will be finished." Xian Yaowen pointed to Lin Xingliang and then to the workshop building, "Once the brand bonus is gone, why should we compete with other companies? Garment factory competition?
We can only rely on lowering costs, starting from you, office workers, and female factory workers. We will first lower wages and then lower benefits. Then we will extend everyone’s working hours, lower the food standards in the canteen, and buy whatever vegetables are cheap. Also buy the cheapest ones and eat them mixed with coarse grains and fine grains.

Nurseries, medical rooms, and shuttle buses, all of which cost money and do not contribute much to production, should also be stopped. "

As he spoke, Xian Yaowen pointed to the slide outside the nursery again, "I brought it to the nursery when I was still a baby, and came over to nurse during working hours. In order to stimulate lactation, I kept eating meat and vegetables in the cafeteria, and I secretly drank more of the meals I brought home at night. Amount for one person.

I see all these things, but I don’t want to embarrass everyone. As long as some things are not too excessive, it will be fine if you just turn a blind eye.

But Zhonghua Garment is a factory, not a charity. My tolerance does not mean that I am stupid. I still understand the accounting. All welfare in our factory must be supported by profits. In order to maintain high welfare, our core products must pursue High profits and small profits but quick turnover can only be used as a supplement to marketing methods, not the main method. "

Xian Yaowen patted Lin Xingliang on the shoulder, "Consumers are God. We both say it and implement it, but we don't need to take it too seriously. Our core purpose is to take the money from their pockets and put it in their pockets." In our own pockets.

We include me, you, and other people in the factory. We are all one family, our own people, and we share the blessings.

Small profits but quick turnover are based on protecting my personal interests, sacrificing the interests of other people in the factory to please consumers. How much the factory earns has little to do with everyone. All everyone can get is the most basic salary. Forget about the benefits.

Tarara Gangyi, a minister in the late Qing Dynasty, said: My family's property would rather be given to friends than to slaves. This is what Liang Qichao later summed up: "I would rather give it to foreigners than give it to slaves." To a domestic slave'.

I think this kind of thinking is unacceptable..."

Xian Yaowen paused deliberately and waved his hand, "Forget it, I won't say more. If I go on to say more, I will just flaunt myself. Let's talk about the jacket.

Once the biker culture spreads, motorcycles and the leather jackets they wear will also become popular. The patents on clothing are in name only and can be easily bypassed. We can modify and upgrade them based on Perfecto;
At the beginning, they launched similar models, priced a little lower than Perfecto, but not so low as to be suspected of dumping. They jumped on this motorcycle and plunged into the American market. Then, they followed the speedsters to conquer other countries. A new brand You can get on track. "

Lin Xingliang suddenly said in confusion: "Boss, that's not right. You just said that the new brand will follow the route of small profits but quick turnover, but now you are obviously still talking about the route of high-quality products."

Xian Yaowen chuckled, "The new brand and Good Luck Lai have similar brand operation ideas. At the beginning, the Chinese and English brands will be separated. The Chinese will follow the route of small profits but quick turnover. We will only operate the brand and outsource the production process. In this way , we don’t need to calculate the detailed accounts of production costs, we only need to calculate the processing fees. We don’t have to worry about the welfare of the factory that helps us process. We only need to care about the difference between the selling price and the cost.

English takes the high-quality route, and the selling price must ensure a good profit margin. Moreover, the huge order volume brought by Chinese's small profits but quick turnover can also help English high-quality products reduce processing costs and increase profit margins.

This is how we plan in the early stage, and we will decide whether to integrate the Chinese and English brands based on the brand development in the later stage.

It’s good that you know about the new brand yourself, and don’t disclose it to the outside world for the time being. Our current focus is on bringing good luck. Only by implementing it and letting everyone see hope can we talk about other things. "

The two chatted all the way to the door of the office, but stopped abruptly as soon as they entered the office. They went to the reception area together. Xian Yaowen first introduced Qiu Degen and Lin Xingliang, and then went straight to the point without using roundabout tactics.

"Boss Qiu, you don't know how much it costs to rent a copy of a movie for a day. I'm talking about old movies that have been released for several years or even ten or twenty years."

"It ranges from one yuan to five yuan. The longer the time, the cheaper it is. Popular movies are more expensive than unpopular movies." Qiu Degen felt a little excited, as if what Mr. Xian wanted to talk to him was just what he hoped.

Xian Yaowen was a little surprised. When he went to the film company, he inquired about the price of renting copies. The price he found was ten times more expensive than what Qiu Degen said. Was it because he was bullying an outsider or because he had a misunderstanding of "old films"? ?
"Boss Qiu, are you sure?"

Qiu Degen said confidently: "Of course, I have been in the film screening business for several years, and now I work for a company that buys and sells films. I know the market of film copies very well."

"That's right." Xian Yaowen pretended to suddenly realize, "Is Boss Qiu from the countryside?"

"No."

“Have you ever been to the countryside in Hong Kong?”

"No. I had planned to go to the countryside to show the slide show, but the road was too far. If I couldn't make it back that night, it would delay my work the next day, so I never made it." Qiu Degen said truthfully.

Xian Yaowen nodded, "Boss Qiu and I are different. I was born and grew up in the countryside. I have also visited many besieged villages in Hong Kong. I have a certain understanding of the lives of farmers and the countryside in Hong Kong. .

Before the signing of the Treaty of Nanjing, Hong Kong, Kowloon, and the New Territories geographically belonged to Bao'an County, but most of the land belonged to five families who migrated from Jiangxi, including Deng, Hou, Liao, Wen, and Peng. After one or two generations of development, the people moved away, but the land deeds were still in their hands. They just rented the land to tenants, and they collected rent from the tenants on a regular basis.

Although the British initially emphasized that "private legal property rights and interests can still be freely enjoyed", they did not find out the owners of the land approved by the government. They just expropriated the wrong land and paid compensation to the tenants, or blamed the owners who came to them. Without taking good care of the land, the land was directly confiscated and the freehold rights of the land were changed into leasehold rights.

Maybe it’s because of the shady origins. The British are not harsh on tenants and the land rent they charge is not excessive. The life pressure of farmers here in Hong Kong is not great and they have more leisure time. Farmers are not like urban residents. As long as they have Money can be used for various pastimes, and all they can do is chat, play cards, and knock on widows' doors.

Once I went to a walled village and happened to see the village worshiping its ancestors and showing an outdoor movie at the village community in the evening. It was not even half past four, and the village community was already full of people, squeezing each other and even having their feet inserted. If you don't go in, there will be people from your own village and some from surrounding surrounding villages.

I was curious, so I asked the projectionist what movies were playing. He told me that they were two old movies, one was "The Tribulation" and the other was "Road Angel." "

When he heard the movie being played, Qiu Degen's eyes immediately shone with fiery light. The speaker was intentional, and the listener was even more intentional. He exclaimed in his heart, "Why didn't I notice the rural market?"

Xian Yaowen looked away from Qiu Degen's face, glanced at his tea cup, gave Lin Xingliang a look to refill the water, and continued: "Later, I learned about it. There is actually a good film market in the countryside, but this market has never been there. People have noticed that it may be that the theater owners look down on this market. Anyway, so far, no one has developed this market.

When it comes to doing business, the best thing to do is to do exclusive business. Every customer counts, and as long as you have it, it is yours. I am very optimistic about this business and have made a budget. As long as the expansion speed is fast enough, I can expand the business in a short time. It is not difficult for a theater to earn 10,000 yuan a year by occupying part of the market and not allowing competitors to appear around its theater.

It's just a pity that I have the connections and the capital, but I just don't have the time. "

Xian Yaowen nodded at the work station in the office, "There is a big stall here. I have invested a lot of money. Now the business is not on track. I really can't leave. Even if I have money to pick up money elsewhere, I can't spare the time to go there." Pick it up.”

Qiu Degen's eyes became brighter and brighter. Mr. Xian couldn't call this a hint, but a naked expression, waiting for him to ask for cooperation.

(End of this chapter)