Chapter 893 Beckham's Visit (2)

Yang Cheng listened quietly. It turned out that when the heartthrobs also frown, Victoria also looks sad. It seems that this world-famous celebrity couple has indeed encountered a lot of trouble.

"The recently released new quarterly financial report shows that all core businesses of the brand have achieved growth in both online and offline channels, but now the more you sell, the more you pay. If the reputation accumulates, you can increase the selling price. Even out losses, but the brand has just been established, and we have opened up sales with the name of our husband and wife, but the market is limited to fans who follow us loyally. Raising the price at this time will hurt the emotions of fans, and it may affect Sales."

Xiaobei talked about things in the business field in a clear and logical manner, which made Yang Cheng a little impressed.

Yang Cheng didn't know much about their brand, so he couldn't give any effective advice for now, so he could only ask from a general business perspective, "As far as I know, your brand has been established for ten years, right?

It's just that it has been selling through online channels before, and it fell to the ground for the first time. The high store rent, basic decoration, and employee cost investment are bound to squeeze a large amount of operating profits, not to mention the overall weakness of the global market environment in recent years. , and the expansion costs invested by your brand in various countries and regions. Calculated in this way, it is only a loss of more than 8 million pounds, which is already a remarkable figure. "

Victoria felt that Yang Cheng was right, and nodded repeatedly, "Jason, you are right, but even though the brand has been established for 10 years and has been selling online before, it still cannot get rid of losses. The sales volume was 29.5 million pounds, and the net loss was 4.58 million pounds. This year, because of the transfer to offline, the revenue growth is obvious. So far, the turnover has exceeded 36.5 million pounds, but the loss has reached more than 8 million. It is estimated that By the end of this year, losses will continue to intensify.

Regarding the reason for the loss, we have internally analyzed that, in addition to the weak market environment you mentioned, Jason, and the increase in internal investment in brand infrastructure and employee wages, we have also increased investment in markets such as Asia and the United States.

After this series of investments, we are under increasing pressure. According to our plan, the company will continue to increase investment in the US and country Z markets under the condition of ensuring that the balance of payments can be achieved in the middle of the 2018 fiscal year. "

Yang Cheng didn't understand what Victoria meant by repeating her rhetoric at first, but after thinking about it, she figured out that they were here to attract investment from him.

Sure enough, in the next second, David Beckham finally explained his intentions, "Jason, if possible, I hope to introduce a sum of funds from you to relieve our financial pressure and complete market expansion faster, especially Z All of us are unanimously optimistic about the Chinese market.”

Yang Cheng frowned. It's normal to be optimistic about the country Z market. Of all the brands in the world, none of them said they didn't want to make money from the people of country Z.

The difference is that most of them are for making money, and what’s more, they make money from the people of country Z, and in turn insult the people of country Z. This cannot be tolerated. I like the brand of country Z.

But Xiaobei and his wife obviously belonged to the most common kind, they simply valued the huge market in Country Z and wanted to make money.

However, he thought of Xiaobei's cheating sons in his previous life who repeatedly insulted the people of country Z, and the way he looked at Xiaobei and his wife changed.

Now as a friend, Yang Cheng can't say much, he can only mention, "It's no problem if you want to enter the country Z market. , Success is still very easy. What I want to remind you is that with the economic rise of country Z, national self-esteem has also been put on the bright side. You must not cater to the surface but despise it secretly. The people of the country can't let you go, and I won't just sit idly by."

Yang Cheng's seriousness made Beckham and his wife look at each other, but David Beckham explained excitedly, "Jason, please rest assured that we are not racist, you are Chinese, It is also our best friend, how can we discriminate against our own friends."

He raised his hand and interrupted Xiaobei's words, "It's not just you, the main thing is to take care of the people around you. Sometimes it's the most wrongful thing to be implicated by others."

It's enough to stop at the point, and it's enough to say it, and it will destroy the relationship.

However, Yang Cheng still has some doubts about whether to invest or not. On the surface, the total net assets of the Beckhams are now 400-500 million US dollars, and they are almost the most influential couples in the sports and fashion circles. Beckham has already got rid of the shackles of his identity as an athlete and has successfully transformed into a fashion celebrity. There will still be a lot of time to reap profits in the future. Investing in them may not be an option.

The Beckham brand company consists of two subsidiaries. In addition to Victoria Beckham, the fashion brand of the same name founded by Victoria Beckham, there is also DB Ventures, an investment company founded by Beckham. The latter's business is to deal with "David Beckham". "Related portrait rights, brand authorization and other commercial purposes.

Victoria Beckham is one of the earliest established companies. Victoria founded the fashion brand as early as 2008, and Beckham is one of the directors.

The company's business categories include ready-to-wear, accessories, footwear, eyewear, etc., and cooperate with brands such as Estee Lauder and Target.

When Victoria first founded the brand, she said, "I want to make it a fashion kingdom."

Now, the fashion kingdom has not yet been successfully established, but it already has the risk of crumbling.

Yang Cheng thought for a moment and asked, "What's your overall valuation for the company?"

Xiaobei and his wife looked at each other and smiled. This was a good start. Yang Cheng was able to ask about the valuation because he had an investment idea. The rest depends on their eloquence and whether they can successfully persuade Yang Cheng to pay.

"Our valuation of the Beckham brand company is 100 million pounds, including Victoria Beckham and DB Ventures, and we want to raise 30 million pounds."

Yang Cheng raised her eyebrows, "DB Ventures wholly owns Victora Beckham?"

"No~no~no, the former is me as the main shareholder, DB is David's holding company, the two companies hold shares alternately, and the Beckham brand company exists as the head office."

Yang Cheng nodded to express his understanding, "If I am sure to join you as an investor, there are a few issues that need to be discussed in advance. First, I need you to carry out a series of personnel transfers and reforms for Victoria Beckham, although I haven't read it yet. According to the specific report, but according to my current estimation, at least one-third of the staff will be cut significantly to improve profitability;

In addition, in terms of senior management, I will propose new personnel appointments. The current management is not capable enough. If they continue to lead, I do not see any hope for the rise of the brand.

At the beginning of this year, Ralph Trundeau, a veteran of the French fashion industry, resigned from his original company and is currently unemployed at home. We can hire him to assume the position of chairman of the board of directors. In addition, the positions of creative director and CEO also need to be replaced. Victoria is no longer Assuming any position in the company, of course, you can play your fashion design ability as a freelance designer of the company.

In addition, the funds will be divided into two phases of investment. After the first phase of investment, I will invest in the second phase of funds for expansion in the international market after seeing the happy development prospects of the brand. "

Yang Cheng put forward so many demands in one breath, Victoria did not dare to agree for a while, of course, the main reason was that Yang Cheng asked her not to hold any position in the company, which made her feel a little depressed. Don't reason with her.

On the contrary, Xiao Bei's emotional intelligence is good enough, he only hesitated a little, and agreed to all Yang Cheng's demands under his wife's surprised eyes. One of the few female devils in the circle, a real figure at the top of the fashion circle, Yang Cheng invested in a fashion brand, will she be rejected if she asks her mother for help? Absolutely not!

Moreover, Xiaobei knows his wife's abilities well, and occasionally there are bright spots in design, but management is fine, it's really not this kind of material.

Victoria hurriedly added, "The newly injected funds will be used to expand the brand's retail network and repay debts. At the same time, it will also open a second flagship store in Paris."

Yang Cheng did not rush to agree, but asked, "How many stores does Victoria Beckham currently have?"

"A flagship store, a small store, and many high-end department stores have special counters." Victoria said.

Yang Cheng nodded slightly, "Let's put the plan on hold for now, and discuss it after the new management arrives."

Victoria glanced at her husband, and broke another news, "Actually, in this summer, LVMH Group had contacted us, intending to acquire Victoria Beckham's women's fashion business, but I did not agree in the end, because Victoria Beckham is a whole Brands cannot be split into businesses~"

Yang Cheng was really surprised, what else is going on? Being valued by LVMH is enough to prove the potential of this brand.

I have to admit that Yang Cheng still underestimated Victoria's design talent, and deliberately brought up this matter, probably to express her dissatisfaction with her "excessive" demands just now.

However, there are more people with design talents these days. To be able to make a hot brand, it is not enough to have a unique design, but also to understand the popularity. This is the same as the difference between art films and commercial films in the film industry. Everyone knows art The movie is a good movie and can be passed down as a classic, but the real money still depends on watching commercial movies.

No matter how beautiful the clothes designed by Victoria are, if they are not accepted by the mainstream public, then her brand will never become a first-tier brand, and it will not even catch the edge of the second-tier brand, and her ability to be an independent designer wandering around the four major fashion weeks There are more than enough teachers, and it is really not enough to be in charge of a brand's design department, so Yang Cheng will not change his decision. ()