The Heroine’s Route is Wrong

Zhao Qingyi opened her eyes and saw Wang Qize sitting on her bedside. She suddenly sat up and took the cheap watch on the bedside table. It was half past eight.

Wang Qize was a little frustrated by such a calm woman. She really didn't put him in her eyes at all, did she see him as a weak chicken without threat or as a neutral person?

Zhao Qingyi glanced at him lightly and said, "Should you avoid it?"

"I knocked on the door, you didn't open the door, I'm afraid you just came in because of an accident."

"Got it. Go out."

"Are you very tired?" Wang Qize knew that her part-time job intensity was not low, and she had to take care of him yesterday, and the knock on the door could not be heard.

"I am fine, thank you."

It is normal not to take a shower or change clothes in early spring. After washing with the toothbrush he prepared, Zhao Qingyi took out the civilian makeup tools from his bag. In the workplace, women want to put on some makeup.

...

Wang Qize has also improved slightly today. The most painful time has passed, as long as he restricts his breathing and exercises vigorously.

At about ten o'clock, the two finally arrived at the company, and then Wang Qize immediately called someone to hold a small meeting and set up the SHINING project team.

However, Wang Qize personally led the team to set up a temporary project team. She was one of the members, as well as He Wenzhou, Yang Feng, Qin Yue and Li Wenchao who planned the A team.

SHINING is not just about selling ideas for advertising, but also a more comprehensive marketing plan, including strategy and channel layout. They are a little anxious to enter the flower market, and the pioneers have to go to the local area to do things.

In the team, Yang Feng and Qin Yue are responsible for collecting and sorting out some raw data; Zhao Qingyi has strong computer operation skills and statistical analysis capabilities, and is responsible for this work; He Wenzhou has to do some basic directions for marketing channel layout, and the status quo of various channels.

Yang Feng and Qin Yue spent a day going out to four places to do basic research.

Zhao Qingyi analyzes channel audience data and analogy industry data, and the workload is really a lot, but her work speed can reach three or four times that of ordinary employees. The technology of computer operation and the speed of refinement are very useful in work.

Before others had finished, Zhao Qingyi had already compiled his group of dialysis charts, and it was only 2:45 minutes in the afternoon.

Zhao Qingyi was the most taboo to procrastinate, and was assaulted by an unknown villain like the original owner, so as soon as he got the results, he went to see the team leader and boss.

After looking at it, Wang Qize said, "Did you finish it so soon?"

"After all, it is indirect data, but there is no other way in the short term. That is, foreigners like data, and they also have a formal side. Selling clothes is very uncertain. This is the same as the catering industry. The business of Hong Kong’s dessert shops was so hot in the past few years that no one has been interested in them. Before they enter the market, they must have various research and marketing plans."

"How can you win if you are so negative and unconfident?"

Zhao Qingyi thought for a while, and said: "Don't worry, I will try my best, and I won't have trouble with money. I will think about it again."

Zhao Qingyi spent half a day reading information about the SHINING brand and the previous case of Siri the next morning until he met again in the afternoon to discuss creativity.

Li Wenchao said: "If clothes want to be popular, we still have to invite idol stars to endorse, and we also need to hold fashion conferences to attract attention."

Celebrity endorsement is a very common practice, because people always have the psychology of chasing beauties and then subconsciously imitating them.

He Wenzhou also expressed his thoughts: "I think light luxury brands still have to be a bit more popular. They are not completely popular. If they are truly popular, they cannot compete with online merchants, and the prices are not very friendly."

Yang Feng said: "I agree with Mr. He's idea. I think it should be more prominent in the brand heritage. Women who pursue light luxury are all pursuing decent. Sometimes it is a feeling, like a German car driver. People who drive Japanese cars are even more awkward."

Zhao Qingyi said: "SHINING is a light luxury after all, not luxury. Women who are extremely fond of clothes can not wear this. But I agree with Yang Feng's decent point. They also have their own marketing team in Europe. I just want to hire a local marketing company to grow flowers, but I don’t want to make a misjudgment in an unfamiliar market. I can see from the information on this spring model that they are making an Asian special edition, as if they are deliberately taking the route of localization to open the market. , To expand sales. According to the previous case of a chain dessert cake shop that Siri did, they were very aggressive, and the plan was to quickly open branches and expand to occupy the country. If they want to capture this project in this way, I think their own strategy It’s very problematic. Within three years, SHINING may encounter Waterloo and will withdraw from the flower market in the future."

He Wenzhou said, "Hey, Michelle, so we don't have to do business?"

Think about it, Zhao Qingyi was a female importer and exporter of clothing. After ten years of work, these big patterns are similar.

Zhao Qingyi sighed: "Have you never intuitively experienced how many garment factories there are in the country, how much imitation and cost control they have. With the development of the Internet age, even the countryside can afford a lot of processing with imported materials, and the cost is low enough. Europeans vomit blood. If they intend to take the route of localization to please the current flower-growing consumers, the aesthetics will be the same. At the beginning, relying on SHINING's European brand reputation and rapid store opening can bring about a short-term sales surge, but the investment in it is also very high. Terrible. You must know that consumers’ aesthetics is the most unreliable. As a fashion clothing brand, it should lead its own style of fashion, rather than blindly cater to consumers. Localization will let SHINING give up its own characteristics and advantages to compete with the textile and clothing industry in the world. To compete in the same category, it will inevitably be beaten up in price. SHINING will follow the European style, old brand image, first-class European design and luxury quality standards, but it can localize production to reduce costs and sell light luxury With such a second-rate price of the brand, it’s better to expand the store a little bit more conservatively. Don’t open up quickly in third- and fourth-tier cities. The brand is aimed at women in the workplace, with a feeling of renewed image, from a student girl to an house girl to an independent , Confident, decent and energetic women. Authentic European style design is always an indispensable demand in the diversified flower market. There may be no localization at the beginning, and the turnover of the shop is high, but the investment is small and the risk is small. It can also flow long and thin."

In fact, Zhao Qingyi has experienced several modern times on the one hand, knowing some development trends, and on the other hand, he is looking for fragments from the memory of the original owner. At this time, the original owner has not left the company, but in the face of the powerful and aggressive SIRUI marketing and advertising company, the project has not been contended. Six years later, SHINING lost more than 8 billion soft sister coins in the flower market due to unclear positioning and too large stalls for two consecutive years. The brand also rotted in flower planting and completely withdrew from the flower market.

He Wenzhou said: "If we are so conservative, I'm afraid we can't beat Si Rui's."

Zhao Qingyi said: "But it's better than smashing the sign. Flower-growing consumers are not easy to fool. The price of cabbage everywhere in the flower-growing clothing industry is a reality. The positioning must be clear, that is, to adhere to the self-brand design style. Women buy SHINING because they want this style. , Not the Korean version that is currently popular in the local area."

He Wenzhou still said: "Mr. Wang, they came to plant flowers because they are greedy for this market. They are ambitious, but our marketing strategy and estimated sales data are conservative. They will definitely not choose us. Of course, I think it has changed. The selling point of that feeling is the creative core I agree with Michelle's opinion."

Zhao Qingyi thought for a while, and said: "Or we can not programmatically like foreign companies, we can change our mind. Isn't Huo's striving for cooperation with SHINING? I am afraid that it is to talk about substituting processing. Huo's has its own Local brands prefer a little princess style. A few years ago, they could still wear a dress. Now many people are talking about princesses in rural communities. Their supply chain management and quality are good, but the Internet has emerged in recent years. , The entire industry is beginning to be affected. They also want to survive, otherwise they wouldn’t want to do SHINING on behalf of the processing. Let’s see if he can help."

He Wenzhou said: "Even if Huo's crisis exists, what can they help us?"

Zhao Qingyi said: "Hot has been working for so many years, and he always has a lot of real first-line industry data. It must be very serious. Use this data to show Martin and them, let them carefully consider the crazy rapid expansion that Si Rui is most likely to propose. Fantastic plan, and consider our conservativeness and truthfulness, to reduce the possibility of a Waterloo-style crash."

He Wenzhou said: "Why does Huo Shi help us."

"Because only SHINING itself is cautious and conservative, and not delusional, will he consider cooperating with Huo's to launch a new mid-end co-brand. SHINING also has the opportunity to make money from local design style, but its'natural daughter' is still'blonde and blue eyes'. Huo’s can get rid of the princess style in the rural community that they are ridiculed by the group, and have a bigger gimmick, and use the co-branding effect to improve the company’s international fashion image and restore the decline."

He Wenzhou was very concerned about the success or failure of this business, and asked, "Are you sure?"

Zhao Qingyi said: "If you do it, you have a half success rate, but if you go to make a more aggressive plan with Sirui, I don't think we have an advantage. The art of war: the enemy advances and we retreat, the enemy garrisons and we harass, and the enemy is tired and we fight. , The enemy retreats and I chase. When facing a strong enemy, if the enemy is difficult to face, I will fight guerrilla."

He Wenzhou said: "You are sure that Si Rui will do that kind of radical plan?"

"80% sure, that is their style. Blindly please customers, cater to foreigners' enthusiasm and greed for the flower market."

Wang Qize can't work hard or do strenuous exercise, but it's okay to have a meeting by looking at documents.

Hearing Zhao Qingyi’s thoughts, on the one hand he recognized it in his heart, and on the other hand, he also had to support his girlfriend (Zhao was taken by his girlfriend), so he said: "Wenzhou, so you can make an appointment with Huo Shao for a try. When tomorrow is convenient, the three of us will go to have a meal with him."

This makes the secretary's appointment with different levels and delays things. When he personally makes an appointment, it seems too polite in his capacity, and sometimes it loses the confidence to talk. After all, the Wang family is much bigger than the Huo family.

He Wenzhou answered, and Wang Qize said: "Yang Feng clarified the creative concept, and expanded it in the direction of Yiyi. Before you get off work tomorrow, you must do everything you are responsible for, and everyone is busy."

Everyone responded and got up to leave the meeting room, but Wang Qize said: "Yiyi, you are in no hurry now, take me to the follow-up consultation."

Zhao Qingyi looked embarrassed when others glanced at him, but he should still claim to be.