Rebirth of the Entrepreneurship Era

"Not just jeans."

Xu Yiyang said: "I want to start with jeans first, make popular jeans, and after gaining a firm foothold in the jeans market, I will go into other categories."

Li Xuan asked again: "What about our style? Is it a Levi's?"

Xu Yiyang said: "To be precise, it is to upgrade the style of Levi's."

"Upgrade? Levi's should be classic models that have been tried and tested. It is actually very difficult to upgrade the classic models..."

Xu Yiyang said seriously: "The reason why Levi's trousers are popular among college students is that they are tailored very slim, and the close-fitting tailoring can show the shape of a girl's legs, and because the trousers are thinner and tighter, they will naturally look Long legs, once the legs look longer, the stature will naturally look taller, and the whole person's figure and temperament will have bonus points."

Li Xuan nodded: "You say that, it seems to be true."

Xu Yiyang said: "However, I have seen some Levi's trousers, and their trousers are slimming, and they are not done well enough, so I think we can continue to work hard in the direction of showing our figure, go ahead of Levi's, and let us The brand that makes it the one that shows the most figure in the minds of consumers."

"Understood." Li Xuan said: "In this way, before Levi's enters the mainland, we can seize an opportunity."

"Yes." Xu Yiyang said: "Jeans are a huge market, even the largest market for trousers. Young people may not have casual pants, sports pants, or dress pants, but they will definitely not have jeans. , if it grows bigger, it must have an annual sales volume of over 100 million, or even over one billion, or tens of billions."

What Xu Yiyang said shocked Li Xuan a lot.

She can barely imagine the scale of a year's sales of over 100 million or over 1 billion.

But Xu Yiyang said confidently: "I think, if we are serious about this matter, one billion is just a conservative estimate. Even if you sell a pair of jeans at 158 ​​yuan, if you buy one million pairs, it will be 150 million. 10,000, if you sell 10 million pieces, that’s 1.58 billion, what if you sell 198?”

Li Xuan thought for a few seconds and said, "Mr. Xu, at this stage, the terminal retail price of ordinary jeans is generally in the range of 50-100 yuan. The quality is relatively low. In our Yingzhou, they are all hung on roadside stalls or under greenhouses. The kind of jeans sold, the terminal retail price is 30-50 yuan, and the ones that can be sold for more than 100 yuan are all branded products, and their price is only in the range of 150-200 yuan. Can we sell the jeans in this range? ?”

Xu Yiyang smiled and said, "Why not? Why can't we create a brand too?"

Li Xuan couldn't help but said: "If you can, you can.

But the cost will be high, right? "

Xu Yiyang said: "For those who can't tell stories, the cost of building a brand is really high, but if they can tell stories, the cost will not be too high."

Immediately afterwards, seeing that Li Xuan didn't quite understand, Xu Yiyang continued: "Actually, I thought about it for a long time last night, and I have already summed up a style of play. In the early stage of this style of play, the core is three words: first Gilded."

"Gold plating?"

"Yes, gilding! Gilding the brand!"

"At this stage, the clothing brand market in our mainland is still relatively rudimentary, and many foreign, Hong Kong and Taiwan brands have not entered yet, but I believe that it will not take long for foreign brands to flock in."

"You also know that Chinese people's consumption concept is indeed rooted in xenophobia, so this is why many domestic clothing brands deliberately choose a foreign name, such as Playboy, old man's head, and crocodile shirt. It is undeniable. After they had a foreign name, their sales volume was very high, and their brand recognition was also very high.”

In fact, there are some things that Xu Yiyang cannot tell Li Xuan. For example, Jack Mousi, Onlly, Mark Moufei, and Ou Shili, who are popular among young people in later generations, are basically of domestic origin, but because they have been packaged in gold-plated packaging, they can be listed among many domestic brands. Appears to be superior, and these brands are extremely successful in business operations.

Xu Yiyang is also a businessman and knows how to do business, so since he is going to go the way of Levi's, he must first give his brand a foreign identity, at least a Hong Kong identity.

Li Xuan saw his thoughts and asked in surprise, "Mr. Xu, do you also want to buy a brand that sounds like a foreign brand?"

Xu Yiyang nodded and said, "I want to go to Hong Kong to register a company and a brand. In this way, it will be a genuine Hong Kong brand."

Li Xuan asked puzzledly: "Now the trade between the mainland and Hong Kong should still be considered an import, right? Customs declaration and so on, is it easy to operate?"

Xu Yiyang smiled and said, "I'll give you a little bit of advice. First of all, I have a way. I can directly find someone to help register a Hong Kong company, and at the same time use this company to register a Hong Kong brand and trademark;"

Li Xuan hummed and asked, "And then?"

Xu Yiyang went on to say: "The second step is to register a mainland clothing company in a major clothing city in China, such as Ningcheng and Hangzhou. These cities have developed clothing industries. Companies registered in these cities are not only close to the place of production, but also enjoy many benefits. Favorable policies;”

Li Xuan nodded, looking forward to Xu Yiyang's next words.

Xu Yiyang continued: "The third step is to use the main body of the Hong Kong company to exclusively authorize the trademark registered under it to this clothing company registered in China in a one-time and permanent manner. The domestic company will use this Hong Kong brand and carry out production and sales. For example, direct 10,000 yuan to authorize this domestic company to use it permanently. In this way, there will be no need for any account transactions between the two companies in the future, and there will be no procedures for clothing import and export and customs declaration. Essentially, it is produced in the Mainland. The products are just brands authorized by Hong Kong."

Li Xuan suddenly realized.

She said: "In this case, although it is still a Hong Kong brand, because the production and sales are entrusted to our company in the mainland, so there is no need to go through any customs declaration procedures, and it can be produced and sold directly in the mainland, right? "

"Yes." Xu Yiyang nodded, and said: "Basically, it is a Hong Kong brand name, and it will have nothing to do with Hong Kong in the future. We will operate in the mainland by ourselves."

After speaking, Xu Yiyang emphasized: "However, since this brand is registered in Hong Kong and indeed belongs to a Hong Kong company, it is completely reasonable and legal to publicize that it is a Hong Kong brand. In this way, the gold-plated brand The job is done."

Li Xuan understood Xu Yiyang's plan, and said a little excitedly: "In this case, we will hand over all the production end to those large foundries in Ningcheng, and let them do OEM!"

"That's right." Xu Yiyang said: "We focus on the two ends of this industry, one end is design, the other end is sales, and the production in the middle is all handed over to the foundry."

After finishing speaking, Xu Yiyang said again: "Just about the style, I have some ideas in my mind. This time you come to Zhonghai, let's communicate in depth. I will describe it, and you will draw it. I will try to make a few more styles."

Li Xuan said in surprise, "Mr. Xu, do you still know fashion design?"

Xu Yiyang shook his head: "I don't understand, I just have my own ideas from the most basic visual perception, and I have to rely on you to help realize them."

Although Xu Yiyang has never studied fashion design, he still remembers many popular fashion styles in his mind.

For example, the trousers popularly worn by girls in later generations have become more and more slim on the basis of Levi's. At first, they were slim trousers and trousers with cuffed feet, and later they became pencil trousers.

What about cropped pants, cropped pants, rolled-up pants, suspenders, and flared pants? These styles are more classic and popular styles in later generations, and they are rarely seen now. If Li Xuan can make these Once the layout is designed, it will inevitably lead the trend of jeans.

In addition to styles, there are also some special shapes that may not be very popular now, such as washing, aging, and holes, etc. These will be easy to achieve in the future, and no one has done so yet.

As for men, there are naturally much fewer styles, nothing more than these styles, slim fit, small feet and straight.

Although these styles can't be drawn for publication by themselves, Li Xuan can definitely.

This is like a portrait of a criminal. The person who knows what the criminal looks like is responsible for the description, and the portrait artist is responsible for drawing the image he described. As long as there is a tacit cooperation, there will be no problem.

After learning about Xu Yiyang's overall plan, Li Xuan also realized that this is a very good opportunity for development.

The Tuzki brand of Guancheng Clothing still needs to follow the development of Jiayang Education, and this brand focuses on young people, and focuses on cost-effectiveness. The profit is not high enough, and it is difficult to reach out to young people.

However, the jeans brand that Xu Yiyang wants to build is completely aimed at the young people, and it is easy to create high added value and achieve high profits.

A pair of jeans that cost 40 to 50 yuan, if you can buy more than 150 yuan, or even nearly 200 yuan, then the gross profit may exceed 300%, and the profit margin is much larger than that of Tuzki.

Moreover, the purchasing power of young people is much stronger than that of young people, and at this stage, the fashion trend is pursued by young people. If this brand can become a hit, it is likely to leverage the entire young people.

In this way, the future is limitless!

At the same time, Xu Yiyang also promised her that all the investment in this project would be funded by herself and operated by her.

In return, I will appoint her as the general manager of the new company, give her a high basic salary, and give her 5% of the shares.

Li Xuan is full of expectations for this project.

It's not just Xu Yiyang's plan that made her realize the potential of development, she herself is more inclined to design fashion clothes for young people, which has always been a job she longs for, and it brings more sense of accomplishment than making youth clothes.