The Pioneer of the Rebirth Era

"New brand?" Both Zhuo Qing'er and Ran Feifei looked surprised, obviously a little unable to keep up with Yang Dongxu's thoughts.

"New brand! A new brand of clothing. You all know that Huaxiu is my company. Now the jeans and silk series are very popular. After I have been in contact with those international clothing brands during this period, I think I should create my own brand. It’s also quite good. Especially in China, there is no mention of the rise of that national clothing brand, so the country will also give support in this regard.”

To build his own clothing brand is not a hot-headed decision, but he really wants to do it. Why can the same quality be sold at a high price just because of an OEM? And in the end, most of the money was earned by foreigners, which must be uncomfortable for him who always likes to eat alone.

"I don't know how to do this." Zhuo Qing'er refused.

"It doesn't have to be a specialization. If you don't understand, can you learn slowly? In fact, there is nothing to prepare. You just need to find an office location and find a few designers with real talents. After the clothing design is out, it needs to be mass-produced. What can be directly outsourced, you can just supervise the quality, which is actually quite easy.”

When it comes to being a clothing brand, everyone may think of investing in clothing factories, recruiting workers, opening flagship stores, and so on.

In fact, if you want to be simple, you don’t need to be so troublesome to create a brand. As long as you have a team of designers, you can outsource the production of the designed clothing, and the finished product can be sold to dealers. There is no need to open any clothing factories or clothing stores.

Of course, if you want to become bigger and stronger, after earning the first sum of money, in order to establish the credibility of the brand, you must have your own factory, and you must also have a specialty store. But this is something to consider later, and you can also find an agent for a specialty store, and you don't have to open it yourself.

"Is it that simple?" Ran Feifei looked at Yang Dongxu in surprise.

"It's as simple as that. For example, the Yang Family Banquet is very famous now. If you want to, you don't need to open it yourself. You can find an agent, and after collecting the agency fee, give them a model training. After that, you basically don't have to worry about it."

"Isn't it easy to cause trouble?" Ran Feifei is obviously not the old Ran Feifei. The years of managing the Yang family banquet have tempered her ability, so she can see the disadvantages of this kind of agency at a glance.

"That depends on how to manage it. Well managed is quite helpful for expanding the brand's market share. But Yang Jiayan doesn't need to be so anxious, it can be done step by step according to your ideas. After all, there is still a difference between agency and self-operated. At least self-employment can be completely decided, and agency sometimes involves too many things.”

Ran Feifei nodded, and also felt that the Yang Family Banquet was better than an agency, as long as there was no shortage of funds and time was not so urgent.

"Do you think this is the way to build a clothing brand?" Ran Feifei asked Zhuo Qing'er the question she wanted to ask.

"Agents still need to be cautious. After all, there is no professional management team to review the qualifications of agents. Sometimes it seems to occupy the vast majority of the market share. In fact, it is almost like a bubble that will not last long.

So this matter can be put aside first. We can first position the brand clothing, for example, whether it is a sports route, a leisure route, or a workplace route, and which class is targeted at the customer base.

Then set up a reliable design team and make a few more popular styles. In terms of production, Huaxiu takes the lead, so there is no need to worry. Therefore, if the marketing strategy is well done, a brand will rise in an instant. "

"How do you plan to do marketing?" Ran Feifei couldn't help being interested.

"It's very simple, simply and rudely advertise. Give the brand a more foreign name, and then directly invest several million, or even tens of millions, to advertise on TV and newspapers. And invite celebrities, even overseas celebrities to endorse. As long as The quality of the product is okay, and the publicity can keep up, basically the first step of the brand is completed.”

"Tens of millions of advertising fees?" Zhuo Qing'er gasped.

Although the business of this clothing store is very good, and it also acts as an agent for several international brands, it also earns millions of dollars a year. But after spending tens of millions on advertising, she wondered if Yang Dongxu was crazy.

"This is just the initial advertising fee. If you want to continue the fire, you need to spend such an annual advertising fee, and you need more stars to endorse, as well as various marketing methods. In the future, the advertising fee can account for half of the company's expenditure, or even higher. OK."

"That's so much money for advertising, can the company make money?" Zhuo Qing'er asked.

"Why can't you make money? You spend a lot on advertising, and you sell a lot. Even if you can't sell it yourself, you can rent out your brand to someone else for an OEM fee."

"Isn't this a lie?" Zhuo Qing'er immediately refused.

"You have a bit of thinking." Yang Dongxu scratched his head: "Let's put it this way, what makes a brand make money is not what it sells, but the popularity of its own brand.

For example, the same piece of clothing is exactly the same in both workmanship and fabric. But as long as it is marked with the trademark of Nike or other famous brands, it can be sold at three times the original price, or even more. This is the brand effect. "

"I still feel like I'm cheating. How can something of the same quality be sold for so much more just because of multiple trademarks?" Zhuo Qing'er still disagreed.

Yang Dongxu was completely speechless all of a sudden: "I really don't know how your store opened without losing money."

"Don't show off your crooked ideas, we Qing'er are honest and kind, don't you know? That's as big as you are." Ran Feifei glared at Yang Dongxu.

"Why do I spend too much money? All brands operate like this, okay? What people sell is the brand value, and the product quality is the second and the first brand." Yang Dongxu was very unconvinced.

"That's cheating." Ran Feifei said directly.

Well, now Yang Dongxu really doesn't want to say anything.

In order to retaliate against Yang Dongxu for teaching the bad guys, before eating, Ran Feifei took Zhuo Qing'er for a big shopping trip. And what I bought was not gold and silver jewelry, but went to the mall to buy clothes.

This made Yang Dongxu even more incomprehensible. Obviously, his family sells clothes, and also manages several international big names, which are very fashionable. As long as you can't choose clothes in your own store, why do you have to spend money to buy them in other stores?

And neither Ran Feifei nor Zhuo Qing'er would give him an answer to this question. The two of them were very happy to go shopping arm in arm, and used him directly as a coolie.

He was also relentless when eating. When he went to a high-end western restaurant, he ordered the top steak and opened a bottle of wine worth tens of thousands.

"If you want to kill me, go directly to our store. Wouldn't it be more enjoyable for you to go directly to the more than 100,000 yuan table?"

"The store is yours. No matter how much you pay, it will give you money again, which is equivalent to a discount. Besides, it's a waste for three people to eat a table and have more than enough noodles." Ran Feifei replied without hesitation.

Yang Dongxu was completely choked and didn't know what to say? Wouldn’t it be a waste to eat western food for tens of thousands of dollars?

"By the way, how about Yang's banquet also opening a western restaurant?" Ran Feifei asked.

"Why, you also feel that the fourth restaurant is more advanced?" Yang Dongxu asked with a smile.

"This is the general impression of Chinese people, there is nothing difficult to admit. And I always feel that Yang Jiayan wants to go out and dabble in Western food sooner or later." Ran Feifei said without hiding anything.

"I can only say that your feeling is correct for a while in the future, but it is not right in the end."

Ran Feifei looked at Yang Dongxu and didn't understand what he meant for a while.

Yang Dongxu didn't explain anything and continued to say: "Let's do this, now there are basically branches of Yang's Banquet in several big cities in China, let's support the domestic expansion for the time being. Since it is doing the top positioning, it must not be opened all over the street. It’s all out of class, let’s open a store in a foreign country in the second half of the year to test the waters.”

"Which country are you going to open in?" Ran Feifei wasn't at all surprised when she opened a store in a foreign country. Obviously, this plan was included in the expansion plan of the Yang Family Banquet.

"It's better to be farther away. Japan, a country with investment value, is already influenced by Chinese food, and their catering is good. South Korea has a special liking for kimchi, so let's not bother for the time being. So open to Europe and the United States, um, or the United Kingdom and China." Let’s choose the United States, one of the two countries only knows how to eat potatoes, and the other is speechless with all kinds of burgers.”

"Choose the United States. I always feel that the British are too old-fashioned." Ran Feifei thought about it and made a choice. Obviously, he had done research on this before.

"Then choose America." Yang Dongxu nodded.

"Is it in New York's Chinatown?"

"No, the store is in New York but not in Chinatown. Let's find a good place and let's build a larger flagship store." Yang Dongxu thought about it and said.

"Doing foreign Chinese food?" Ran Feifei asked. Having done the research, she obviously knows that foreigners and Chinese people are surprised by their tastes.

"No, to make authentic Chinese food, if some ingredients are not available in the local area, we will directly transport them by air, and the taste will not be changed." Yang Dongxu shook his head and said firmly.

"It's not easy to manage, is it?" Ran Feifei asked in surprise.

Now that she has seen the problem of authentic Chinese restaurants operating abroad, it is obvious that Yang Dongxu will not fail to see it. Since she didn't change what she saw, she couldn't figure out what the always shrewd Yang Dongxu meant.

"It's not easy to manage. It depends on the strategy. Let's choose the location according to what I said. In short, you can do whatever you want. You can directly contract a piece of land to build a flagship store. In short, everything must be top-notch, and the Chinese food must be absolutely authentic. We It is the top Chinese restaurant in New York, even in the United States, a Chinese restaurant that is even better than those western restaurants."

"How to recover the cost?" The current Ran Feifei obviously didn't do what the former Yang Dongxu said, and she immediately did it. As the helm of the Yang family banquet, she has begun to have her own code of conduct.

This set of code of conduct does not mean that she wants to seize power from Yang Dongxu, but that as the person at the helm, she needs to consider the interests of the Yang family banquet, instead of just being a respondent.

"Start selling buns in the morning." Yang Dongxu showed a mysterious smile on his face, and then he couldn't help laughing out loud. But thinking of the environment here, he quickly endured it.

But looking at his constantly shaking shoulders, it can be seen that he seems to have thought of something funny and endured a little hard work.