Chapter 771： Does China need its own luxury brand? (2 in 1)

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"Join Guanghua University?"

What is this God unfolding?

"Yes, I learned that Guanghua Smart Clothing Co., Ltd. is recruiting a general manager. I would like to recommend myself." Xu Wan said sternly.

Since Guanghua does not cooperate with LV, it is better to take this opportunity to join Guanghua.

If you can't beat it, join in, it's not shabby.

"Do you think you can do it?"

"can!"

Seeing the other party's resolute attitude, Chen Hao smiled.

"Then what kind of development strategy should Guanghua's smart thermostat develop?"

Xu Wan was refreshed, she knew that it was Chen Hao who was investigating her.

Only when the other party is satisfied can he be the general manager of Guanghua Smart Clothing.

Fortunately, she was not idle yesterday. She had a draft in her heart and slowly said it.

"I think smart thermostatic clothing can follow the model of independent brand + self-produced and self-sold. In terms of production capacity, firstly acquire some domestic garment manufacturing factories to solve part of the production capacity, and at the same time build super factories with high standards and high efficiency;

In terms of sales, it is direct sales + online sales. 1-5 direct-sale stores are set up in key areas of key cities around the world, the purpose of which is to display the brand and after-sales role; the official website (Guanghua Mall) really plays the main role of the sales platform, so in this one…”

Actually, Xu Wan felt that there was no need to be responsible for the production capacity by herself, and it was more convenient to go directly to the foundry.

There is a view that economic globalization has entered version 3.0, that is, version 1.0 is colonial globalization, version 2.0 is trade globalization, and now version 3.0 is globalization of supply chains.

The classic example of version 3.0 is Nike. Since its establishment, it has not established a factory of its own. All production is outsourced and supplied globally.

If you are responsible for production yourself, it will inevitably increase a lot of workload and labor costs. Now many companies like to outsource.

Even luxury brands are no exception. In recent years, a considerable part of the production capacity of women's bags of many luxury brands such as Prada and LV has been produced by Chinese factories.

For a women's bag priced at 12,000 yuan in China, the real production cost (not counting the craftsman's handwork time) is less than 1,000 yuan, just a few hundred yuan.

Just to eradicate her data collection, Guanghua doesn't seem to like OEM, and prefers self-produced and self-sold?

The photonic screen is like this, the optical core is like this, and today's smart thermostatic clothing is no accident.

Is Huaxing rich?

Have!

But Huaxing is only involved in chip design, and its Kirin chips are also produced by TSMC.

On the optical core, Guanghua not only designs but also manufactures it independently, which is really lavish...

After Xu Wan finished speaking, Chen Hao shook his head and smiled.

"I'm sorry, Director Xu, you made a mistake."

"President Chen, please tell me." Xu Wan was calm, but she couldn't guess what was wrong.

"Lushu intelligent thermostatic clothing will only focus on the domestic market, and foreign words will not be too involved, only direct-sale stores will be set up." Chen Hao directly described the cooperation with Anta and Jiu Muwang last night.

Within two months of the launch of the smart thermostat, the official website will be open to all markets around the world, just to make Guanghua famous.

Two months later, the offline sales networks of domestic brands in various countries have almost been established. At that time, the official website will stop selling smart thermostats. In addition to supplying direct stores, other smart thermostats will be sold by Jiumuwang, Anta and other brands. in charge of sales.

MR smart glasses will not follow this model. Of course, they are self-produced and sold throughout the process. The reason why smart thermostats do this is because the attributes of clothes and wearable devices are different.

After all, clothes need variety, such as various patterns and patterns.

In addition, there are cultural gaps in various countries in this regard, and it is necessary to deeply understand the cultures of various countries, which is too time-consuming and energy-consuming.

If he did it like this, he made a lot of money, and the charge was handed over to twenty warriors.

Moreover, domestic clothing brands can also benefit and survive. As for the life and death of foreign clothing brands... Is there a relationship with him?

Xu Wan listened to it like listening to a book from heaven, with a look of disbelief on her face.

Especially when I heard that the purchase price for each brand is the same as the selling price, this, this is too awesome...

The image of each brand has become a scalper, and after a little processing, it is sold at a higher price.

Of course, there is some profit, but the bulk of it is still in Guanghua.

Throwing away his hand to be a big shopkeeper, the result is that he still earns the same amount of money.

The more they sold, the more Guanghua earned.

This trick is absolutely perfect!

Xu Wan originally thought that Chen Hao was a scientific research genius, but he didn't know much about business, but now it seems that she underestimated the other party too much.

"Does Director Xu have any other ideas?" Chen Hao said lightly.

Xu Wan smelled a tinge of it, probably because her point of view failed to attract Chen Hao.

Not surprisingly, her self-recommendation will also fail.

She took a deep breath and let out a thick breath.

"Principal Chen, I have another idea."

"I think [Lu Shu] should find a brand that should not be limited to the smart thermostat series, but can also develop into a luxury brand, develop limited edition smart thermostats with unique designs, upgrade the customer base and then drive other products, such as women's bags, Belts, watches, footwear."

"Luxury brand?"

Chen Hao raised his eyebrows and said disinterestedly, "I'm not interested in this. Luxury brands and smart clothing are two different things."

Xu Wan was not surprised by this reaction, she asked: "Do you know how big the Chinese luxury goods market is in recent years?"

"I don't know." Chen Hao shook his head.

"The Prime Minister said that 600 million people in China earn only 1,000 yuan per month, and Li Xunlei said that 1 billion people in China have never been on a plane, but with the growth of China's economy, the proportion of Chinese consumers in the luxury goods market is also increasing year by year. "

"According to Bain's data, from 2011 to 2016, the annual compound growth rate of my country's domestic luxury goods market was only 2%, but since 2017, this growth rate has instantly increased to more than 20%."

"In 2018, the personal luxury goods market in China continued the astonishing growth rate of 20% in 2017, and the market size reached 170 billion yuan."

"In 2019, domestic personal luxury goods sales reached 234.1 billion yuan."

"In 2020, affected by the epidemic, the global luxury goods market will decline, and China is the only major luxury goods market in the world with growth. Domestic luxury goods consumption is as high as 346 billion yuan, and the growth rate has risen to 48%!"

"A number of institutions predict that the size of my country's personal luxury goods market will double this year compared with 2019, reaching nearly 73.6 billion US dollars (about 471 billion yuan)." (Note: This is the real data)

In fact, this only refers to domestic consumption. About 100 million mainland tourists leave the country every year, and the consumption is as high as more than 700 billion yuan, which is equivalent to 40% of the global luxury goods consumption.

Xu Wan looked at Chen Hao with a very solemn attitude.

"President Chen, from the perspective of China's position in the global luxury goods industry, Chinese consumers are one of the main drivers of the global luxury goods market, and will become the world's largest luxury goods market in the next few years."

Xu Wan looked at Chen Hao with a very solemn attitude.

"From the perspective of China's position in the global luxury industry, Chinese consumers are one of the main drivers of the global luxury market and will become the world's largest luxury market in the next few years."

"But, did you know? There is no real luxury brand in our country! Is such a large luxury brand market handed over to foreign brands?"

"On the Internet, netizens often claim that China is a socialist country and that China needs mass brands, mid-range brands, high-end brands...except luxury brands."

"But I think this statement is wrong, China should have their own luxury brands!"

"If there is a luxury brand in China that is more famous than Hermes and Chanel, and consumers all over the world are keen on it, isn't this a cultural export?"

Chen Hao is still in the aftertaste, he did not expect that the domestic luxury goods market has reached this level.

He thought about it for a while, and then asked incredulously, "Director Xu, haven't some domestic luxury brands grown in such a large market in China?"

"Not really." Xu Wan smiled bitterly. As an industry person, she deeply regretted this.

"For example, in clothing, there is a fault in domestic brands. Septwolves, Jiumuwang, Baoxiniao, Youngor are all mid-to-low-end brands, and some high-end brands have emerged in recent years, such as Zhihe, Shanghai Tang, Shangxia, etc., which are far from luxury. The brand is still a long way off.”

At that time, Boss Xu of Evergrande wore a Hermes belt to BJ for a meeting, and then was photographed by reporters and posted on the Internet. Netizens accused Boss Xu, and later he replaced the belt with seven wolves...

Boss Xu is a top business elite in China. It is obviously inappropriate to wear seven wolves (not to belittle the seven wolves), but netizens who wear international luxury brands do not agree, and there is no domestic alternative at all.

Xu Wan sighed and continued to ask, "Do you know how Hermes, Chanel, and Dior became luxury brands?"

"You said." Chen Hao asked.

Xu Wan explained: "At that time, the main sales force of luxury brands were European royal families and aristocrats. To become a luxury brand, both the royal family and the aristocracy must be endorsed and they must take the lead in consumption."

"The founder of LV is an expert on the royal luggage. The founder of CHANEL is a woman of a nobleman, and the founder is a son of a nobleman. They are basically 'royal relatives'."

"Then this doesn't apply to our country." Chen Hao frowned.

"Yes, but neither."

Xu Wan's eyes lit up, and she said in a passionate tone: "The royal family and aristocracy were things of that era. Now, in this era, with the endorsement of the brand by the state and the support of political and business elites, a brand new luxury brand can be created. !"

Why didn't it show up in the country?

See what the domestic high-end brands are called.

Youngor, Bosideng, Dikoni, Victor, Vignas, Marsfield... Look at these names, do they look like Chinese brands? How does the country endorse it? How to go to war for the country?

[Lu Shu] is different. It is taken from "The Classic of Mountains and Seas", which is very Chinese, with good meaning and strong style.

"Based on your relationship with the capital, there is absolutely no problem with national endorsement! As for the political and business elites to bring goods, it is even simpler. Aren't you one of them?"

"Not to mention the popularity of smart thermostatic clothing, it's totally possible to upgrade the brand [Lushu] to a luxury brand!"

Listening to Xu Wan's words, Chen Hao hesitated.

Indeed, according to what the other party said, the brand [Lu Shu] is indeed expected to become a luxury brand in China, but...is it really necessary?

Previously, his positioning of [Lu Shu] was only smart clothing, similar to smartphones. The flagship mobile phones of Rice and Huaxing were no less than 3,000 yuan, but there were still many people who bought them.

If it is upgraded to a luxury brand, it is destined to launch a high-priced series.

This is inconsistent with his original intention.

Moreover, as one of the target groups of luxury brands, he knows this one.

Students who have gone to college should know a little about brand management.

The customer structure of most brands is less “money more” and “money less”, and there are more people in the middle layer. During the brand operation process, the brand can be upgraded by raising prices and screening out some “money and little”; The price or discount absorbs more "money and little" to run the volume (or clearing stock), but some "money and a lot" will be screened out.

"Qian Shaoshao" is very happy to wear the same clothes as "Qian Duoduo", so ZARA can sell the princess' pants to the bad street; "Qian Duoduo" is not willing to collide with "Qian Duoduo", so Hermes is expensive and difficult to buy.

The real luxury brand will take care of the emotions of the "Qianduoduo", and will use "price increase", "queue", "distribution" and other means to drive out the "Qianduoduo", as long as the "Qianduoduo" is willing, luxury brands Will put the price all the way up to the sky.

So, a Himalayan Birkin bag from Hermès can sell for 2.6 million.

It can be seen that luxury brands have never been IQ taxes. They are "power waist cards", "money certification", "identity identification cards", "circle admission tickets", "stepping blocks", and integration into the power circle. A little threshold with the money circle;

Luxury brands are not selling bags, but the worship of power and money. If you want to integrate into a circle that does not belong to you, you will naturally have to pay a price. People in the circle of power and money will not allow a large influx of civilians. They will raise the threshold for integrating into the circle. This is why luxury brands raise prices after , business is better.

China's luxury goods market has soared in recent years, but there is actually a bad atmosphere behind it, which is the prevalence of money worship and vanity.

Back to the original question: If so, does China still need its own luxury brands?

Chen Hao hesitated.

Xu Wan knew the answer.

"President Chen, I know what you're thinking. As I said before, China needs its own luxury brand!"

"China's economy will only get stronger and stronger, and the same luxury brand market will become larger and larger. In today's China, only [Lu Shu] can satisfy the two elements of being promoted to a luxury brand."

"Being a luxury brand is not a bad thing, at least domestic wealth still stays in China, not flowing overseas!" Xu Wan said sadly.

After a long while, Chen Hao shook his head helplessly.

"Director Xu, I didn't expect you to have such eloquence. I admit that I was persuaded by you."

As soon as the conversation changed, Chen Hao's expression became serious.

"Lu Shu can become a luxury brand, or you can be the president, but I have a request."

"Please speak."

"Lushu Group must give back 20% of its annual net profit to the country and the people. For example, it supports educational undertakings (establishing Hope Primary Schools, setting up student scholarships, etc.), rural revitalization, and nursing homes and welfare homes."

"Take it from the people, and use it for the people!"

He does not earn this kind of money, and it will indeed be earned by foreign capital.

However, after making money, he still has to disperse part of it, so that he can have peace of mind.

Xu Wan was in awe, this 20% net profit is not low at least 10 billion yuan a year.

There are many entrepreneurs and celebrities doing charity work, but how many are really doing charity instead of tax avoidance?

"No problem! A special public welfare foundation will be established at that time, and every expenditure will be disclosed to the society, and I will also personally supervise." Xu Wan assured.

Before, she only admired Chen Hao, after all, she is very talented, and she is very patriotic and responsible.

Now this layer of admiration has been upgraded to worship.

How many people in the whole country and the world can do this?

"Then let's talk about the positioning and development strategy of [Lu Shu]." Chen Hao rubbed his brows, guessing that he would be busy today.

While the two were discussing, the popularity of the [Lu Shu] smart thermostat has become popular all over the world.

Several major luxury brand companies in the world are depressed, especially after being rejected by Guanghua and receiving a top-secret news...

Totally panicked!

ps: There is one more chapter, please ask for a recommendation ticket and a monthly ticket! !