At the dinner table, the three parties were not sure which plan the woolen fabric factory had chosen.

Yuan He has enough prestige within the factory. He said that at the dinner table, let's not talk about who was selected. Others just asked for advice on brand building.

Professor Li didn't understand this aspect. He was just an idea person. He thought of a name and drew a logo.

Even if you choose Yelia, Professor Li will not be able to provide more value in how to make this brand famous.

He ate in silence and watched Jiang Hong and Song Yang perform.

One is a veteran in the advertising industry, and the other is a newcomer who is still in college.

……outrageous!

This is Professor Li's intuitive feeling, because Song Yang obviously knows more than Jiang Hong.

"...In other words, Mr. Yuan is preparing for group operations, mainly by combining independent branch factories into a group?" Song Yang looked surprised.

"The new factory area and the group head office were established. This is the first batch of key technological transformation projects in the province." Yuan He felt that Song Yang's expression had some other meanings, but still talked about the current plan, "We cooperated with RB suit experts.

The High-end Suit Research Institute was established last month, and after deciding on the brand name, we plan to open a specialty store in Yanjing Department Store next year."

"In other words, are you now starting a sales plan for ordinary individuals?"

"The main purpose of collecting brands is to cater to this market."

Song Yang was thoughtful and said nothing for the time being.

Yuan Kun and Jiang Hong continued to chat. Jiang Hong did not touch on his shortcomings in the clothing industry, but continued to talk about how to use advertising to gain popularity.

"We have done research." Jiang Hong said, "Goldlion, Youngor, Sundesi, Genidi, Playboy, Golden Shield... There are already many well-known brands in the suit field. Your factory's new brand must be launched as soon as possible.

If it’s heard all over the country, it still needs to be advertised on CCTV!”

Then he talked about their examples of shooting and placing TV commercials. Jiang Hong wanted to convey the more comprehensive and powerful strength of Dacheng Advertising.

No matter which brand name the woolen fabric factory decides on, Jiang Hong believes that with his accumulation and relationships, this customer still has a lot to work with.

Song Yang suddenly said: "Mr. Yuan, I suggest that your factory take down all three brand names."

With these shocking words, everyone else couldn't help but be startled and all looked at him.

"...Director Song, why do you say that?"

Song Yang put aside Kuaizi first, and then said: "Mr. Jiang has done research, and Mr. Yuan and you must be very familiar with the current industry situation. When it comes to the group customized clothing market, Yanjing's Shunmei is a Sino-foreign joint venture. They not only do

We have provided work clothes for many large companies such as RB Mitsubishi, Mitsui, Sumitomo, Marubeni, etc. We were also the clothing supplier for the opening ceremony of the Chinese delegation in the 1990 Asian Games in Yanjing. They and you are both very big, but they have begun to get involved in retail clothing.

The logic is different depending on the field.”

"...How do you say this?" Yuan He frowned.

"Group customization does not have high requirements for the style of clothing. Marketers rely on some very common fabrics and styles, and then obtain orders from large companies through price and other methods. The factory produces according to orders. Because it is produced according to orders, there will be no

Inventory pressure." Song Yang paused and reminded, "Mr. Yuan, don't think that retailing is easy just because consumers don't pay much attention to suit styles, fabrics, and workmanship."

After the reform and opening up, when we open our country to see the world, the changes in clothing culture are a visible change in the social outlook.

From monotonous and simple to unconventional, bell-bottom pants, bat pants, red skirts... Colorful clothing is the impression of the 1980s.

As an imported product, suits have quickly become a popular "fashion" item with a high penetration rate. The story of "the gardener wearing a suit and watering the flowers" has brought cultural shock to the Chinese people.

Wearing a suit is like having a decent job and being a successful person. Whether it is the capital, provincial capital or county or town, being able to wear a suit is a sign of a good life.

At this time, the popular suit styles in China are business formal suits. No matter what kind of work they are doing, even if they are dusting, there are still many people wearing cheap, low-end and ill-fitting business formal suits, full of expectations for the future.

The style, fabric, and pattern are single? The workmanship is not exquisite? What’s the point? All you need is to wear a suit!

Therefore, suits are extremely popular in the market at this time, and suit factories with an annual output of 300,000 to 800,000 sets are located all over the country.

Weifang Woolen Garment Factory started out as a group business attire customization business, which was a good track. But now that it wants to enter the retail market, the gameplay is really different.

Song Yang said: "The competition in the retail market for suits is very fierce now, but there is no clear distinction between styles and grades, and it can easily turn into a price war. There is no style, no clothing culture guidance. Who has the widest channels?"

, whoever has an advantage in pricing and profit is likely to sell well. But after all, this is a method of producing first, then laying out channels, and finally selling. The inventory pressure and turnover pressure are different from the order production of group professional attire customization.

language."

"...What does this have to do with taking down all three brands?" Yuan Kun was confused.

Song Yang smiled and replied: "If group operations are just composed of branch factories into a group, it really doesn't make much sense. The existing group clothing customization and retail clothing production and distribution are completely different operating models, and they should be separated into independent

For retail clothing, what styles of clothing should be produced each season, how much should be produced, and how to spread the channels across the country, it is best to have an independent team. Moreover, I also suggest that men's clothing and women's clothing should be separated into two independent companies.

"

"Factories still produce according to orders, and production capacity is the basis. Men's clothing brands and women's clothing brand companies focus on clothing design and distribution. The group's factories receive the group's own men's and women's clothing orders, while men's clothing companies and women's clothing companies do not need their own

Building a factory is an asset-light operation model, so you can focus on building your own brand."

"The existing group business attire customization only requires the brand name of the group company and is not highly dependent on the brand. However, there is a very special customization market, that is, real high-end dresses. I am very impressed with your factory's group operation method.

Eucalyptus’s suggestion is to integrate the distribution of men’s clothing brands and women’s clothing brands into a dedicated distribution company through exclusive stores in the future.

Spread across the country, depending on your factory's needs."

Professor Li looked at him blankly: Here we go again, this is not just about brand building, it also involves corporate development strategy.

After hearing such a long speech, Yuan He thought about it and asked them to continue eating.

Later, he still asked in confusion: "Clothing design...should be done with such emphasis?"

Song Yang sighed and said: "People rely on clothes. How important is the style and design of clothes? Needless to say? Mr. Yuan, with all due respect, the reason why everyone has been able to live well in the past few years is because of the shortage of material supplies.

People's demands are getting higher and higher. Nowadays, we don't pursue styles, just wear them in droves. It's almost enough, and the workmanship of the fabrics doesn't matter. But this era of easy money will eventually pass. The scientific research institute established by the woolen fabric factory focuses on

Fabrics and craftsmanship. And clothing design is really the lifeblood of clothing companies."

Throughout the 1980s and 1990s, before officially joining the WTO, money was very profitable in various domestic industries.

Why did the textile industry become one of the industries that became more and more difficult to operate? Because the decision-makers of most companies have no background or thinking in fashion design and do not pay attention to it at all.

When foreign brands entered the domestic market intensively, and when consumer tastes also improved rapidly, only a handful of companies that paid attention to clothing design in advance still survived and developed better. Many other companies inevitably turned to clothing design.

Workers, earning increasingly thin profits, survive by exploiting cheap labor.

Song Yang raised this issue for Yuan He, and Yuan Kun thought about it. After all, it was their business to decide.

Jiang Hong's heart sank.

Yuan He and Yuan Kun were obviously becoming more and more distracted, and seemed to be led by Song Yang to think more deeply.

This young man may not be a bad person and gave them such a plan that exceeded their needs. Now that he mentioned these new proposals, Jiang Hong had to admit that Song Yang's suggestion was reasonable based on his own knowledge.

It's long-term.

But in this way, even if the Weifang Woolen Clothing Factory uses the Silk Road brand design this time and pays for it, the rest of the big work will probably be won by this Sunshine Advertisement.

Is this an advertising company or a consulting company? Why does it need both?
Chapter completed!