Chapter 1184 Own Advantages

Then again, with the personality of the founder Michael, it seems difficult for Everlane to develop, even with the intervention of strong capital. First of all, the reason why Everlane became popular in the United States in a short period of time is because of its unique business philosophy. Again, it is also a stumbling block that inhibits the development of the brand.

If you want to bring up the volume, you must first have a sufficient number of products to catch the attention of more consumers. However, judging from the current speed of hundreds of models in 4 years, there is no hope of achieving this goal in 10 years. .

It’s okay if the style is not enough, at least it’s okay to advertise, invite a few celebrity spokespersons, or go to the fashion week for a while, right? At least it will increase Everlane's reputation a few times, so that it will be able to operate and go public in the future, but in this way, it will increase the cost virtually, and consumers will have to pay the bill in the end.

This once again violates the brand's philosophy. When Everlane's "simple" design is sold at the same price as LV, it is unknown whether anyone will agree with this design.

From a certain point of view, once you acquire Everlane, you have to endure its indifferent philosophy, get used to the Buddhist business philosophy, and use time in exchange for stable income.

However, if you want to win Everlane, you have to go through Amazon first. Compared with the platform advantages that Amazon can provide, Yang Cheng seems to have nothing to show for it. Maybe it can help in publicity, but it can't be supported. what.

It is also a helpless move for Amazon to give up chasing luxury brands and instead want to acquire mid-to-low-end fashion brands such as Everlane. In the same sentence, luxury brands look down on Amazon. do nothing? It makes sense to make changes.

Moreover, if a brand like Everlane develops well in the future, it is not impossible to make a big cake of billions of dollars. You must know that when Everlane first started, it was not only famous for its price transparency system, because the company It is good at providing high-quality basic models, and is often compared with Everlane. At that time, it was a real "predator" in front of Everlane. It can be compared with it, which shows how amazing its development potential is.

In addition, it is anti-fast fashion, providing high-end and durable basic models; reducing promotion costs, without opening physical stores; and reducing costs, without requiring large promotional fees, etc., which fits perfectly with Amazon.

Even Amazon's own brand is more or less imitating the way of everlane. Although it is far from famous, the effect is already obvious.

Everlane operates fewer products and has limited revenue, while Amazon relies on quantity to win when it is doing its own brand, which can make more profits, and Amazon has more advantages than Everlane in terms of cost savings and logistics distribution.

Once they combine the two, maybe they can really create a revenue miracle.

It's a long story, but these thoughts didn't take Yang Cheng too long. They flashed through his mind, but he had to get nervous. In the competition for Everlane, Yang Cheng was undoubtedly at an inherent disadvantage, although the headlines APP and Amazon have an extremely close cooperation, but this does not mean that Yang Cheng can seamlessly link the e-commerce field.

Wait, thinking of this, Yang Cheng suddenly felt that he also had an advantage that Amazon did not have.

The reason why the Toutiao app was able to open up the situation and occupy the market so quickly at the beginning was not because Yang Cheng used the advantage of the prophet to find a profit model for the Toutiao app at the fastest speed. The unique embedded advertisement made the Toutiao app profitable. The advertising side is naturally very satisfied with the success of the success. The Toutiao app has driven its own products, and the results are very remarkable.

This is the advantage of Yang Cheng. If Everlane is successfully acquired, the Toutiao app will open up a new sales situation for Everlane. Using exclusive embedded advertisements and personalized pushes, Everlane will attract more customers at the fastest speed. Doubling revenue within a short period of time is not a problem.

Moreover, the free big data resources of the Toutiao app can also help Everlane better collect user feedback and various data. In this way, can it shorten the launch cycle of new products?

Thinking about it this way, Yang Cheng's thoughts were fully opened, and he immediately ordered, "Contact Michael and officially initiate the acquisition of Everlane."

Ruiz didn't know what Yang Cheng was thinking of yet, but that confidence undoubtedly infected him. It seemed that whenever Yang Cheng showed that Zhizhu was in his hands, it represented a kind of success.

. . .

Coming out of the company, Yang Cheng stood at the gate and lit a cigar. He didn't smoke, but just smelled it. The temperature dropped by two degrees, and there were not many people on the street. There are really not many people who work overtime in the office and hang out on the street.

Hansen didn't know when he touched it, and said softly, "Boss, it's too cold, why don't you warm up in the car first?"

Yang Cheng shook his head, he didn't know why he was crazy, he just wanted to breathe fresh air, but there wasn't much fresh air at the moment, and there was quite a lot of cold air mixed with car exhaust.

"It's all right, where's Andrew?" Turning his head to look, he didn't see Andrew, so he asked casually.

"He just asked me for leave, saying that his friend came to New York, and asked me if I was okay, and if I was fine, he ran to receive me.

I don't think you made any arrangements for the boss, so you gave him a vacation on your own initiative. Hansen explained.

Yang Cheng is quite reasonable, and Andrew is someone close to him, so this trivial matter is nothing, "You are responsible for the deployment of personnel, so you don't need to tell me such trivial matters in such detail."

Hansen smiled shyly and said nothing. Sometimes the boss can not take it seriously, but as a subordinate, he has to take it seriously. It is better to spend more time talking than to make the boss suspicious.

No, it didn't take long for Yang Cheng to finish speaking, and suddenly asked, "What kind of friend is Andrew? I didn't hear that he still has friends. Could it be a comrade in the army?"

Hansen thought for a while, and said truthfully, "I don't know, it seems to be his childhood playmate?"

Yang Cheng frowned subconsciously. He didn't bother to complain about the friendship between black people. Every black person who was born in a slum colluded with so-called friends and brothers. Once someone succeeded, these friends and brothers would turn into leeches and lie on your back. Drains blood from the body until the last drop is drained.

Like many NBA and NFL stars, they grew up in slums. After earning money, they bought houses and cars for their friends and squandered the money recklessly. It was only when they retired that they suddenly realized that they were bankrupt, while the so-called brothers and friends around them were alone. disappear, and even laugh at you for being an idiot in turn.

This kind of thing is very common in the United States, and it is also because of the deep relationship between Andrew and himself that Yang Cheng instinctively asks more, lest Andrew is also targeted by this kind of brain-dead friend to suck blood.

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