Hong Kong's new giants

Chapter 551 [Poor Man's Mink]

Japan, Uniqlo.

Yanai was seriously listening to his subordinates' report, with unpredictable facial expressions, but when he heard his subordinates say that 'JEANSWEST' Jeanswest already had 80 stores in Japan, he couldn't help but interrupted: "Why did they develop suddenly? so fast?"

The subordinate bit the bullet and said: "I don't know the specific situation, but they have added about 30 stores this year, which is really extraordinary."

Yanai got up and paced back and forth restlessly. A Xiangjiang brand can develop so well in Japan. You must know that Uniqlo only has 115 stores.

These are not the key points. The key point is that the market positioning of the two companies is the same, but many aspects of Jeanswest are worth learning from Uniqlo, and what Uniqlo does well, others do well.

"What do you think is the biggest advantage of Jeanswest over us?"

The subordinates thought for a while and said: "It is the supply of goods. With their large factories in mainland China, they can reduce costs, and through Hong Kong's entrepot trade, they can reach various places and cities in Asia as quickly as possible."

Liu Jingzheng's eyes lit up, and he said: "What you said is very reasonable. Did you find a problem? It only takes 1 to 2 months for Jeanswest to put the styles and elements popular in Europe and America on their shelves in various parts of Asia. It’s unimaginable. Generally, it takes six to eight months for a popular style to be successfully replicated, and even for us, it takes three to four months.”

The subordinates nodded and said: "As far as I know, their Jeanswest positioning is somewhat biased towards 'mass models', while their Giordano brand is more popular in Europe and the United States. But they are indeed excellent, from design to production to display. Loading containers is really efficient.”

Yanai nodded. He thought this was a difficult opponent. The group's brand crocodile shirts had been expanding in Japan as early as the 80s, but now Jeanswest, a 'fast-selling brand', is also expanding in Japan, which is obviously not to be underestimated.

Even some of Uniqlo's core strategies, JeansWest 'learned' exactly the same, for example, when JeansWest opens stores, it usually chooses large stores and shopping malls.

Yanai Masa made up his mind and said: "Since they are difficult opponents, we must take them seriously. I decided to go to Huaxia to investigate and strengthen our commodity supply by opening factories in the Mainland. At the same time, we The speed of opening stores must also maintain rapid expansion, and strive to open 200 stores next year, and open 1997 stores in 300. After all, they are not Japanese brands, and they can compete with us there.”

"Hi"

Yanai Masa is really powerful, he quickly analyzed the strengths and weaknesses of both sides, and carried out targeted strategies.

Hong Kong, LEIT Group.

Lin Zuhui was in the office, holding a light green polar fleece sweater in his hand, and there were several different styles and colors on the table. He was very happy.This is one of the magic weapons and an important contributor to UNIQLO's success in the previous life. With its single product, it has driven the NB category of the entire brand.

The polar fleece sweater is known as "the poor man's mink". In the cold winter, it is simply the possibility of "one piece for everyone", provided that the cost is reduced.

"Is the cost calculated?" Lin Zuhui was very concerned.

"More than 100 million pieces, the cost of each piece is about 80-85 Hong Kong dollars (factory cost price), and if the market price is 20 US dollars (156 Hong Kong dollars), it is only one-fifth of that in Europe and the United States." Chen Shiwen said excitedly.

It costs about $100 a piece in Europe and the United States, and people wearing polar fleece sweaters in Europe and the United States are no less prestigious than people wearing mink fur coats in later generations. When polar fleece sweaters came out, even the US military began to purchase them.

This thing is very warm and comfortable to wear, the only disadvantage is that it has static electricity.

Lin Zuhui nodded and said: "This winter, it will be our Jeanswest's 'treasure of the town store'. Based on our current more than 160 Jeanswest stores around the world, it is no problem to sell more than 300 million pieces this year. So, you have to Get ready in all aspects and drive the promotion of the entire brand with a single product.”

Chen Shiwen said: "What if a brand wants us to manufacture?"

Lin Zuhui said with a smile: "That's no problem. After all, the OEM fee can be set at 150 Hong Kong dollars. In this way, there will be no Asian brands that want us to make OEMs, and European and American brands can also make a lot of money with this cost. Full."

Chen Shiwen said: "Then we may produce at least 1000 million pieces this year. Fortunately, our factories in the Mainland are large enough."

For the technical research and development of polar fleece sweaters, LEIT Group has invested tens of millions of research and development funds, and fortunately no one has applied for the patent of polar fleece, which makes Lin Zuhui feel a little incredible.

It turned out that the inventors of polar fleece did not apply for a patent. They confidently believed that those who imitated would always be left behind.

In fact, the LEIT Group is about to teach him a lesson. The group not only develops fleece quality comparable to that of Europe and the United States, but also provides some suggestions for the designer in terms of styles, relying on his memory.

In terms of technology, except for the raw materials provided by Japan's Toray, the rest are their own technologies.As for Toray, a huge supply contract has been signed, not to mention that no one has quickly developed polar fleece in a short period of time.

Several polar fleece models will be released this year, and 300 million pieces may be a little underestimated, but it is possible.You know, in the previous life, Uniqlo sold 3 million pieces in 4000 years.Of course, at that time they had about five or six hundred stores.

This is not considered OEM, it is said that more than 1 million pieces can be produced in three years, including those OEMs!

The LEIT Group was originally the largest contract manufacturer in Asia. At the beginning, it had many customers with its crocodile shirt manufacturing system.

Therefore, the production target of 1000 million pieces this year is still possible to achieve.

Lin Zuhui finally said: "When this single product is sold, remember to match it with the 'model' and lead the trend of polar fleece sweaters in Asia through display."

For this single product, Jeanswest has also expanded its stores crazily over the past year, adding almost seventy or eighty stores.South Korea, Japan, Taiwan Island, and the mainland are important development areas.And this number will increase, and strive to increase more than 50 stores every year.

If you want to say which group company of Lin Zuhui has the largest increase in turnover, it naturally belongs to the LEIT Group.After the opening of the mainland market, New Times Group's clothing brand entered, like an adult bullying a child, occupying the dominance of this mainland brand clothing.

Of course, the production base of the LEIT Group is in the mainland. With overseas exports and OEM, it has added tens of thousands of jobs and a large amount of tax revenue for the mainland, and has become a company that the government pays close attention to.

Although Xiangjiang merchants have many garment factories in the mainland, they are all small and medium-sized garment factories, and the two large factories of the LEIT Group are not worth mentioning.

(End of this chapter)