“It’s not just jeans.”
Xu Yiyang said: "I want to start with jeans first, make popular jeans, and gain a foothold in the jeans market before moving on to other categories."
Li Xuan asked again: "What about our style? Imitation of Levi's?"
Xu Yiyang said: "To be precise, we need to upgrade Levi's styles."
"Upgrade? Levi's should be time-tested classic models. It is actually difficult to upgrade classic models..."
Xu Yiyang said seriously: "The reason why Levi's pants are so popular among college students is because their tailoring is very slim. The close-fitting tailoring can show off a girl's leg shape, and because the pants are thinner and tighter, they will naturally look slimmer." The legs are long, and when the legs are longer, the stature will naturally appear taller, and the overall figure and temperament of the person will be enhanced.”
Li Xuan nodded: "When you say that, it seems to be true."
Xu Yiyang said: "But I saw some Levi's pants, and their pants are not good enough in shaping the body, so I think we can continue to work hard in the direction of showing off our figure, step in front of Levi's, and beat us The brand is designed to be the most flattering in the eyes of consumers."
"I understand." Li Xuan said, "In this case, we can seize an opportunity before Levi's enters the mainland."
"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 formal pants, but they will definitely not be without jeans. , if it gets bigger, it will definitely have sales of over 100 million, or even over 1 billion or 10 billion levels every year.”
Xu Yiyang's words shocked Li Xuan.
With sales of over 100 million or over 1 billion a year, she could hardly imagine how big that would be.
Xu Yiyang said confidently: "I think if we take this seriously, one billion is just a conservative estimate. Even if you sell a pair of jeans for 158 yuan, if you buy one million pairs, it will be 150 million." Ten thousand, if you sell 10 million pieces, that’s 1.58 billion, what if you sell it for 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 inferior. In our Yingzhou, they are hung at roadside stalls and under greenhouses. The kind of jeans we sell, the terminal retail price is 30-50 yuan, and the ones that can be sold for more than 100 yuan are brand-name products. Their price range is only 150-200 yuan. Can we sell jeans in this range? ?”
Xu Yiyang smiled and said: "Why not? Why can't we also create a brand?"
Li Xuan couldn't help but said: "It's possible, but the cost will be high, right?"
Xu Yiyang said: "For people who can't tell stories, the cost of building a brand is indeed high, but if you can tell stories, the cost will not be too high."
Then, seeing that Li Xuan didn't quite understand, Xu Yiyang continued: "Actually, I thought about it for a long time last night and have summarized a set of playing methods. The core of this playing method in the early stage is three words: first Gilded.”
"Gold-plated?"
"Yes, gold plating! Gold plating for the brand!"
"At this stage, our mainland's clothing brand market is still relatively rudimentary, and many brands from foreign countries, Hong Kong and Taiwan have not yet entered. However, I believe it won't be long before foreign brands will swarm in."
"You also know that the Chinese people's consumption concept does have a certain element of worshiping foreigners, so this is why many domestic clothing brands deliberately choose foreign names, such as Playboy, Old Man's Head, and Crocodile Shirt. It is undeniable. After they came up with 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, Onlly, Mark, and Ou Shili, which are popular among young people in later generations, are basically domestic products. However, because they are gold-plated and packaged, they can be distinguished among many domestic brands. It seems superior to others, and these brands are extremely successful in business operations.
Xu Yiyang is also a businessman and knows how to do business. Therefore, since he is going to follow Levi's path, he must first give his brand a foreign identity. At the very least, it must have a Hong Kong identity.
Li Xuan understood his thoughts and asked in surprise: "Mr. Xu, do you also want to create a brand that sounds like a foreign brand?"
Xu Yiyang nodded and said, "I want to register a company in Hong Kong and then register a brand. In this way, it will be a genuine Hong Kong brand."
Li Xuan asked in confusion: "The trade between the Mainland and Hong Kong should still be considered import, right? It requires customs declaration and so on. Is it easy to operate?"
Xu Yiyang smiled and said: "I will explain it to you step by step. 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, "What next?"
Xu Yiyang continued: "The second step is to register a mainland clothing company in a major domestic clothing city, such as Ningcheng and Hangcheng. These cities have developed clothing industries. Companies registered in these cities will not only be 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 permanently and exclusively authorize its registered trademarks to the clothing company registered in China. The domestic company will use the Hong Kong brand and carry out production and sales. For example, you can directly authorize a domestic company to use it permanently for 10,000 yuan. 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 import, export, and customs declaration of clothing. In essence, it is produced in the mainland. The products only use 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, 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 will use the name of a Hong Kong brand. It will have nothing to do with Hong Kong in the future. We will operate in the mainland ourselves."
Saying that, Xu Yiyang emphasized: "However, because this brand is registered in Hong Kong and indeed belongs to a Hong Kong company, it is completely reasonable, reasonable and legal to promote it to the outside world as a Hong Kong brand. In this way, the brand is gold-plated The job is done.”
Li Xuan understood Xu Yiyang's plan and said excitedly: "In this case, we can just hand over all the production to the big OEMs in Ningcheng and let them OEM!"
"That's right." Xu Yiyang said: "We focus on the two ends of this industry, one is design, the other is sales, and the production in the middle is all handed over to the foundry."
After saying that, Xu Yiyang added: "As for the style, I have some ideas in my mind. This time you come to Zhonghai, we will communicate in depth. I will describe it, you will draw it, and try to finalize a few more styles."
Li Xuan said in surprise: "Mr. Xu, do you still know about 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 it."
Although Xu Yiyang has never studied fashion design, he remembers many clothing styles that became popular in later generations.
For example, the trousers that were popular among girls in later generations became more and more slim-fitting based on Levi's. They were slim-fitting trousers and leggings trousers at first, and later became pencil trousers. Anyway, you can make your legs look thinner.
There are also cropped trousers, eight-quarter trousers, rolled-up trousers, suspenders, and bootcut trousers. These styles are more classic and popular styles in later generations. They are also rarely seen now. If Li Xuan can be allowed to make these Once the layout is designed, it will definitely lead the trend of jeans.
In addition to styles, there are also some special styles that may not be very popular now, such as washing, distressing, holes, etc. These will be easy to achieve in the future, and no one has done it yet.
As for men, there are naturally much fewer styles, nothing more than these styles, slim fit, small feet and straight.
Although she couldn't draw these styles in print, Li Xuan certainly could.
This is like a portrait of a criminal. The person who knows what the criminal looks like is responsible for describing it, and the portrait artist is responsible for drawing the image he describes. As long as there is a tacit understanding, there will be no problem.
After understanding Xu Yiyang's master plan, Li Xuan also realized that this was a very good development opportunity.
Guancheng Garment's Tuzki brand still needs to follow the development of Jiayang Education. Moreover, this brand focuses on teenagers and focuses on cost-effectiveness. The profit is not high enough, and it is difficult to reach the young people group.
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.
If a pair of jeans costing 40 to 50 yuan can be purchased for more than 150 yuan, or even close to 200 yuan, 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 teenagers, and at this stage, young people are chasing popular trends. If this brand can become an instant hit, it is likely to leverage the entire youth group.
In this way, the future is limitless!
At the same time, Xu Yiyang also promised her that all the investments in this project would be made by herself and run by her.
In return, he will appoint her as the general manager of the new company, give her a generous basic salary, and give her 5% of the shares.
Li Xuan is full of expectations for this project.
Not only did Xu Yiyang's plan make her realize the potential for development, but she herself was also more inclined to design fashionable clothing for young people. This has always been a job she longed for, and it was more fulfilling than making youth clothing.
(End of chapter)