Chapter 582: Starting From Selling Buns in the Morning

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

"New brand! New brand of clothing. Huaxiu, as you all know, is my company. Jeans and silk series are very popular now. After my contact with those international clothing brands during this period, I decided to create my own brand. It’s also pretty good. Especially in China, there is no mention of the rise of national clothing brands, so the country will also provide support in this regard.”

Starting his own clothing brand was not a random decision on his part, but something he really wanted to do. 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 have been uncomfortable for him who always liked to eat alone.

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

"You don't have to be specialized. Can you learn slowly if you don't understand? In fact, there is nothing to prepare. All you need to do is find an office location and find a few designers with real talents and knowledge. Once the clothing design is done, it needs to be mass-produced It can be outsourced directly and you only need to monitor the quality, which is actually very trouble-free.”

When it comes to building a clothing brand, everyone may think of investing in a clothing factory, recruiting workers, and opening a flagship store, among other things.

In fact, if you want to make it simpler, it doesn't need to be that troublesome to create a brand. As long as you have a team of designers, it will be OK. The designed clothing can be outsourced and produced, and the finished products 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 making your first money, in order to establish the credibility of the brand, you must have your own factory and a specialty store. But this is something to consider later, and you can also find an agent for a specialty store, you don’t have to open it yourself.

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

"It's that simple. For example, Yang's Family Banquet is very famous now. If you want to, you don't have to open it all by yourself. You can find an agent, and then charge the agency fee and provide model training to others, and then you basically don't have to worry about it anymore."

"Isn't it easy to get into trouble if you do this?" Ran Feifei is obviously not the Ran Feifei she used to be. The years of managing the Yang Family Banquet have trained her ability, allowing her to see the disadvantages of this kind of agency at a glance.

"It depends on how to manage it. Good management is quite helpful for expanding the brand's market share. But Yang Jiayan doesn't have to be so anxious. You can do it step by step according to your ideas. After all, there is a difference between agency and self-operation. At least self-employment can make the final decision, while agents sometimes involve too many things.”

Ran Feifei nodded, and also felt that if Yang Jiayan did not lack funds and was not so urgent in terms of time, it would indeed be better to operate on his own than through an agency.

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

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

So this matter can be put aside first. We can first position the brand clothing, such as whether it is a sports route, a leisure route, or a workplace route, and what class of customer group it is targeting.

Then form a reliable design team and come up with several more popular styles. Huaxiu takes care of the production, so there is nothing to worry about. Therefore, if the marketing strategy is well done, a brand will basically rise instantly. "

"How are you going to do marketing?" Ran Feifei couldn't help but become interested.

"It's very simple. Just advertise directly and crudely. Give the brand a relatively western name, and then directly invest millions, or even tens of millions, in advertising on TV and newspapers. And invite celebrities, even overseas celebrities, to endorse it. As long as There is no problem with the product quality, and the publicity is up to par. Basically, the first step of the brand is completed. ”

"Tens of millions in advertising fees?" Zhuo Qing'er took a breath.

Although the business of this clothing store is very good, and it also represents several international brands, it has an income of several million a year. But after spending tens of millions on advertising, she felt that Yang Dongxu was crazy.

"This is just a preliminary advertising fee. If you want to continue to be popular, you need to spend this amount of advertising every year, and you need more celebrities to endorse and various marketing methods. In the future, advertising costs can account for half of the company's expenses, or even higher. OK."

"If we spend so much money on advertising, can the company make money?" Zhuo Qing'er asked.

"Why can't you make money? If you spend more on advertising, you will sell more. Even if you can't sell it yourself, you can rent out your brand to others for OEM fees."

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

"You have a bit of an idea." Yang Dongxu scratched his head: "Let's put it this way, what makes a brand 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 terms of workmanship and fabric. But as long as it is trademarked by Nike or other famous brands, it can be sold at three times or even more than the original price. 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 at this moment: "I really don't know how you opened this store without losing money."

"Stop showing off your crooked ideas. Our Qing'er is honest and kind, don't you know? You are so cunning." Ran Feifei glared at Yang Dongxu.

"Why am I so cunning? All brands operate in this way, okay? They sell brand value, and product quality is second and brand first." Yang Dongxu was very dissatisfied.

"That's cheating." Ran Feifei made a direct judgment.

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

In order to retaliate against Yang Dongxu for teaching bad people, before dinner, Ran Feifei took Zhuo Qing'er on a big shopping trip. And the things they bought were not gold and silver jewelry, but clothes in the mall.

This made Yang Dongxu even more confused. Obviously, his family sells clothes, and they also operate several international brands, which is very fashionable. If you want clothes, why don't you just choose them in your own store? Why do you have to spend money to buy them in other people's stores?

And whether it is Ran Feifei or Zhuo Qing'er, they obviously won't give him an answer to this question. The two of them were very happy to go shopping hand in hand, and they used him as a coolie.

When eating, they were also very ruthless. They went to a high-end western restaurant, ordered the best steak, and opened a bottle of wine worth tens of thousands.

"If you want to rip me off, just go to our restaurant. Wouldn't you be more satisfied with the banquet worth more than 100,000 yuan?"

"The restaurant is yours. No matter how much you pay, it is making money for you, which is equivalent to a discount. Besides, it is a waste for three people to eat one banquet and not finish it." Ran Feifei replied without hesitation.

Yang Dongxu was completely choked and didn't know what to say? It's not a waste to eat such a little thing when you come to eat western food for tens of thousands of yuan?

"By the way, what do you think about Yangjiayan opening a western restaurant?" Ran Feifei asked.

"What's the matter? Do you also think that the fourth restaurant is more upscale?" Yang Dongxu asked with a smile.

"This is the general impression of Chinese people. There is nothing wrong with admitting it. And I always feel that if Yangjiayan wants to go out, it is only a matter of time for it to dabble in western food." Ran Feifei said without hiding anything.

"I can only say that your feeling will be correct for a period of time in the future, but it will not be correct in the end."

Ran Feifei looked at Yang Dongxu and did not understand what he meant for a moment.

Yang Dongxu did not explain anything and continued to say: "Let's do this. Now there are basically branches of Yangjiayan in several major cities in China. For the time being, let's hold on to the domestic expansion. Since we are doing the top positioning, we must not open a store full of low-grade stores. 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?" Ran Feifei was not surprised at all about opening a store abroad. Obviously, this plan was included in the expansion plan of Yangjiayan.

"It's better to open it farther away. There are countries with investment value closer. Japan has been influenced by Chinese food, and their catering is good. South Korea has a special liking for kimchi, so we won't bother it for the time being. So open it in Europe and the United States, or choose one between the United Kingdom and the United States. One of these two countries only knows how to eat potatoes, and the other has all kinds of hamburgers that make people speechless."

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

"Then let's choose the United States." Yang Dongxu nodded.

"Open in Chinatown, New York?"

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

"Do foreign Chinese food?" Ran Feifei asked. She had done research and obviously knew that foreigners and Chinese people had different tastes.

"No, do authentic Chinese food. If some ingredients are not available locally, we will directly airfreight them. The taste will not be changed." Yang Dongxu shook his head and said firmly.

"Isn't it difficult to operate like this?" Ran Feifei asked in surprise.

Since she saw the problem of authentic Chinese food operating abroad, Yang Dongxu obviously would not fail to see it. Since he saw it but did not make any changes, she could not understand what the always shrewd Yang Dongxu meant for a while.

"It's not easy to operate yet, let's look at the strategy. Let's choose the location according to what I said. In short, the more high-end it is, the better it is. You can just contract a piece of land and build a flagship store. In short, everything must be top-notch, and the Chinese food must be absolutely authentic. We are opening the top Chinese restaurant in New York, and even in the United States, a Chinese restaurant that is more awesome than those Western restaurants."

"How to recover the cost?" The current Ran Feifei is obviously not the same as before when she would do whatever Yang Dongxu said, and she would not ask if she didn't understand. As the helmsman of Yangjiayan, she has begun to have her own code of conduct.

This code of conduct does not mean that she wants to seize power from Yang Dongxu, but as the helmsman, she needs to consider the interests of Yangjiayan, rather than just being a yes-man.

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

But looking at his constantly shaking shoulders, it can be seen that he seemed to have thought of something very funny and it was a bit difficult to hold it back.