Hong Kong's new giants

Assuming that the Hang Seng Index fell to 2500 points at the end of August or early September, he would start buying December futures contracts; with 12 million funds, he could buy almost 3 contracts.

This investment will not affect the market. Now the daily trading volume is [-] to [-], and Lin Zuhui usually buys in batches, with a maximum of seven to eight hundred a day.

Of course, although buying in batches, the market still knows that there are big buyers entering the market.However, this wave of gains can be considered a general trend (real estate and economic growth), and Heung Kong has no capital to sell short.

New Era Group invests in futures contracts, and Chinese Land invests in blue-chip stocks, a two-pronged approach.

I didn't expect to make much, but at least it was a profit of more than [-] million.

……

A conference room at Giordano's headquarters.

Fat Li was listening to his subordinates' report sadly. With the strong rise of Jeanswest, Giordano's performance in Hong Kong began to stagnate.

"Have you guys looked for the reason why our local performance in Xiangjiang has stagnated? If not, I'll replace it with someone else?" Fat Li said in a gaffe.

All the high-level executives were afraid to speak. Last year, Fat Li changed [-]% of the company's management at one time; while others were watching the joke, Giordano turned around unexpectedly.Of course, the new team at the time was them.

It turned out that in 1987, Giordano's sales growth slowed down, and the company's profit also declined.Fat Li realized that the idea of ​​such an expensive retail chain would not work, so he organized a new management team and changed the company's strategy: Giordano originally only sold men's casual clothing (mid-to-high end), but after observation and research, Its stores were heavily visited by women; so the new team repositioned the company, which began selling unisex casual clothing for both men and women, and repositioned it as a mid-range, discounted unisex casual clothing business.Giordano's new goal is not to maximize profits, but to maximize sales and sell value for money.

A management said: "Boss, Jeanswest's advertisement is very good! As you know, their boss owns magazines, newspapers, TV stations, film companies, and many celebrities endorse them."

Fat Li immediately said, "Don't we have one?"

"It's not that we don't have it, but we have an advantage without him! For example, if we want to advertise in "FHM" and "GOOD", they tell us that the schedule is full, and the advertising effect of these two magazines is the highest. Good; for example, the ratings of the two programs of ATV are very good this time, and the advertisement of Jeanswest appears in their advertisement time, which has a very good marketing effect... In short, as long as the media industry under Lin Zuhui accepts the advertisement of Jeanswest, They won’t accept advertisements from competing brands... So, in terms of advertising resources, it’s not that we don’t do enough, but that Jeanswest has done too much! Even their spokespersons are the most popular artists.”

Fat Li fell silent for a moment, this is the advantage of others, he really can't compare!

However, he quickly added: "For this reason, our performance will become like this?"

Another executive said: "Boss! I have summed up the advantages of Jeanswest: they pursue the comfort of the fabric first, and the style second; they also follow the mid-range 'value for money' policy; third, in the In terms of service, they have also achieved the ultimate, and their clerk service is very good."

Fat Li interrupted: "Isn't that how we are? This is how we formulated the policy last year. Could it be that we will lose to a new brand?"

The executive said: "They are better than us in terms of quality, style, and price. I suspect that they are selling at extremely low profits! As for the service of the shop assistants, their management system is indeed worth learning. I have already found out some The door is open."

Fat Li finally asked the most important question: "They set up Jeanswest stores and they always open near us. I suspect they are targeting us on purpose. You should make a good summary and investigation, and you must not let the performance stop. I want to rise, rise !"

Finally, it's almost time to roar!

A group of senior executives quickly said: "Yes!"

……

But here, Lin Zuhui took Roger and quietly came to Jeanswest (Russell Street, Causeway Bay) for investigation.

The feeling of walking into the store, Lin Zuhui seems to feel: I was shopping at Uniqlo in my previous life, the overall layout, clothing placement, shopping basket, the service of the clerk (I won’t take the initiative to ask you, but I feel the high-quality service), the efficiency of the clerk , the quality of the clothes...

And Jeanswest's employee training is a big investment for the brand, and each employee needs to train more than 200 hours a year; to do so is equivalent to paying each employee's salary for one month in vain (does not directly generate economic benefits); Not only that, the salary of Jeanswest employees is higher than the market level, especially higher than that of Giordano.

Yes, when the brand was first established, Lin Zuhui had the intention of targeting Giordano.

In his mind, he wanted Fat Li to sell Giordano in 1990 (it was boycotted by the mainland), but he could not sell it for 16 billion, and he wanted Giordano to depreciate.

This is both patriotic and against competitors!

Therefore, under the eyes of Lin Zuhui's future generations, Jeanswest took just over six months to gain a firm foothold in Xiangjiang and opened 8 large stores in a row.

Uniqlo's business philosophy is still very dominant in this era.

Of course, with the high-quality production system of the original crocodile shirts, there is also a certain relationship.Coupled with the small profit policy implemented by Lin Zuhui, it is difficult to think of success!

Lin Zuhui picked up a T-shirt, first tried the feel, and then checked the price of 78 yuan.

"During the development of Jeanswest, we will definitely encounter many problems! You can see that our price is very close to the people and the quality is good, but there may still be a lot of situations, that is, some customers will buy it back and cut off the trademark."

Roger was taken aback, and responded, "I haven't thought about this question seriously?"

Lin Zuhui said with a smile: "Maybe there is no such situation, I just remind you to find more feedback from customers!"

"Okay, boss!"

Then Lin Zuhui said: "Overseas markets should develop simultaneously, let's start with Singapore!"

Roger nodded and said, "Well, overseas expansion is already in our plan for the second half of the year!"

In fact, Lin Zuhui still has a lot of tricks, such as setting up a special studio to study product planning, development, and sales, so as to achieve low-cost operation of store operations; such as the skills of overseas store location selection.

But it needs to be done step by step. At present, their competitor is Giordano, and they must be defeated first.

……

The profit of LEIT Group in 1988 would exceed 2 million yuan, which encouraged Lin Zuhui. He felt that the prospect of this company was still very good, so he began to make suggestions.

He called Guan Jiahui to his office, intending to teach him the opportunity face to face.

As soon as the woman came to Lin Zuhui's office, she first visited around, and then came to Lin Zuhui's office, leaned against the desk, and crossed her arms.

"Is there anyone who reports work like this?" Lin Zuhui said with a smile.

Guan Jiahui said proudly: "My subordinate is different from them. I can report work in the office or on the bed. Don't you think so?" Eyes fixed on Lin Zuhui's discharge.

Facing the beautiful woman who is close at hand, Lin Zuhui couldn't help stretching his big hands on Guan Jiahui's black silk beautiful legs. This scene has appeared many times in Korean dramas in his previous life. Men always like to put their hands through the middle of a pair of sexy thighs first. , and then you know...

Lin Zuhui stopped in time. Seeing that Guan Jiahui's eyes were watery, he felt that he could no longer tease her.

"How is Oshili brand doing?"

ochirly is a sub-brand of IT fashion retail, the theme is to bring European fashion to Asia, and it is a women's clothing brand.

Seeing Lin Zuhui withdrawing his hand, Guan Jiahui immediately felt a sense of loss, and stood up straight while leaning against the desk, planning to tidy up her skirt.As a result, as soon as he stood up, his legs felt weak, and he sat in Lin Zuhui's arms.

With soft fragrance in his arms, Lin Zuhui put his arms around one of his favorite women, and said with a smile: "It's getting more and more memorable, more and more watery!"

Guan Jiahui lay powerlessly in Lin Zuhui's arms, held by her man.

"It's all your fault, you are responsible!"

Lin Zuhui was speechless, ignored her, and continued to ask: "I'm asking you something, I just asked you to come to the office today!"

Only then did Guan Jiahui regain her confidence, and said: "The sales of the two stores are very good...it should be an initial success!"

Lin Zuhui nodded. LEIT Group is a large clothing group, and it has inherent advantages in being a brand; Lin Zuhui is the king of media in Hong Kong, and has acquired advantages in brand marketing; therefore, it is still easy to be a women's clothing brand.

Of course, the later growth height is unknown!

Lin Zuhui said: "You can invite a popular female star, hire her as a design director, and then find celebrities in the clothing industry to assist her, play celebrity gimmicks, and create a brand. The cooperation model adopts a profit-sharing model, which is equivalent to kidnapping a female star. , let her make money for you."

Guan Jiahui was confused: "A female star can design?"

Lin Zuhui knocked her on the head and said: "First of all, this is a gimmick; secondly, celebrities can wear clothes, so there must be a basis for design; finally, plus celebrities and famous designers in the fashion industry to assist her, I am afraid that the design will not be good enough." Fashionable clothes?"

Guan Jiahui nodded immediately and said, "I understand what you mean. What we are after is fashion and trends. Female celebrities happen to represent that, so we can do a good job in marketing in this regard!"

Lin Zuhui nodded, and said: "Just bring it up, President Zhao will naturally support you, and the credit will be yours at that time!"

Guan Jiahui was immediately elated, this man gave him credit for coming.

In fact, the founder of IT is Guan Jiahui, and her influence in IT is naturally higher than that of the president, although she is now the vice president.It is equivalent to continue to exert strength for the company after being acquired.

At present, IT Group has many stores in Macau and Singapore, and its development scale is already very large, with an annual profit scale of more than 3000 million.

Guan Jiahui suddenly asked: "Have you been selected?"

Lin Zuhui nodded generously and said, "How is Maggie Cheung?"

It's not the type this man likes, Guan Jiahui's first reaction is.

"No problem, I feel fine!"

In fact, Guan Jiahui already knows more about the clothing industry than Lin Zuhui. Lin Zuhui has always focused on the general direction in the LEIT Group. On the contrary, Guan Jiahui has worked hard since the beginning of the IT Group, and he can be regarded as a celebrity in the clothing industry.

It seems that this woman also had a clothing brand in her previous life!

Chapter 257 [Cut Fat Li Lao One]

Time flies.

Monday, August 1988, 8.

The Landmark is located on Pedder Street in Central. This is the home of the British Land Corporation. There are seven first-class super buildings nearby. This is the heart of the Central District and the Kingdom of Landmark.

Landmark Plaza covers an area of ​​more than 3 square feet. There are 5 floors of platforms, two of which are basements. There are coffee galleries and teahouses all around, and the roof is covered with light-transmitting glass fiber, making it a high-end shopping and entertainment place in the Central District.

Connected to it are two high-quality buildings of Hong Kong Land——Gross Building and Duke Building. The two buildings are connected to Landmark Plaza. Both buildings have 47 floors, and the total rentable area is as high as 120 million square feet. One of Hongkong Land's core assets.

Such a high-end shopping and entertainment place, the high rent did not deter the Jeanswest brand, Jeanswest has a store here, covering an area of ​​850 square feet.

As a clerk of the Jeanswest brand, Ali is busy at the Landmark Jeanswest store. Unlike the clerks of other brands, the clerks of the Jeanswest brand are very efficient at work and pay attention to the development of this aspect.

From the moment customers enter the store, they will say with a smile: "Welcome to JeansWest!" After that, they will no longer actively recommend, and the customers will choose by themselves.The purpose is to prevent guests from having psychological pressure, and to visit and choose at will.

And these clerks have a lot of work, because most of the clothes in Jeanswest stores adopt the layout mode of stacking shelves, so that the store is a warehouse, which can store several times more clothes than normal stores (this saves storage expenses).The same style is labeled with different sizes, which is convenient for customers to choose.Of course, there are mannequins and posters nearby for display as well, as long as there are hangers for display too.

Because of this, in order to better provide customers with a better experience, the clerk will immediately refold the messed up clothes after the customers have finished picking.Not only that, this job is not the most important job of the clerks, they need to observe the faces and movements of the customers at any time, if they find that the customers have needs, they need to go there unconditionally as soon as possible.

In this way, customers can choose at random in Jeanswest stores without any pressure; once there is a need for shop assistants, they can get help in time.

Such a strong service capability is why the Jeanswest brand pays a lot of training fees every year, which accounts for about 5% of employees' wages (not paid by employees).

Ali is indeed very busy. The sales of the Landmark store have always been the top three brands of Jeanswest. With its comfortable fabrics and quality, Jeanswest casual fashion has been truly loved by the public, and the transactions in the store have not stopped throughout the day.

Although Ali is only a clerk, she has also compared several casual fashion brands on the market with the same price, and Jeanswest has achieved better quality and better comfort.

Although she is very busy at work, Ali does not have too many complaints, because her salary is at a high level in the same industry; as a shop assistant, she needs to participate in more than 200 hours of training every year, and there will be tutors for them. During the period, they will also organize team building Activities, quite relaxed and meaningful.

The most important thing is that the company promises that every employee has the opportunity to be promoted. There is no limit to the space for promotion, and the highest can be the top of the brand or even the top of the group.This makes many people who are just shop assistants see hope. In fact, it is also true. The company will select each month, which is one of the assessments.

Ali heard that an ordinary shop assistant has been promoted to the position of deputy store manager. If the company opens a new store, it may be entrusted with important tasks.

The job is high and the promotion channels are bright, which naturally attracts the hard work of the shop assistants.

"Welcome to Jeanswest"

Ali saw a fat man walking into the store a little arrogantly, looking not to be trifled with.But she did not neglect because of this, she greeted politely and gently.

Fat Li brought a high-level executive to the Jeanswest Landmark store. Recently, after a careful investigation by the high-level management, the report surprised him; the Jeanswest brand is the best in all aspects among the casual fashion brands in Hong Kong!

In terms of quality: Relying on the original high-quality production system of crocodile shirts, the Jeanswest brand has established a special research and development institution, which puts the comfort and quality of the fabric at the first place.

In terms of service: Jeanswest brand promotion, an employee needs to receive 236 hours of training every year, hire industry mentors, have a special training base with complete facilities.

In terms of stores: the Jeanswest brand is extremely innovative in store decoration and product display, which has shocked the industry.

In addition, Giordano, which had been rising rapidly, suddenly stagnated in performance, and the fat man immediately realized the seriousness of the problem; the important thing is that Jeanswest opened stores very quickly, almost one store opened every month, which made the industry people are at risk.

Fast, ruthless, and fierce have become Lin Zuhui's signature in business.

Originally, the leading local casual fashion brands have always been Giordano and Lionburger; now that Jeanswest has risen, both of them feel chills in their backs.

As soon as he entered the Jeanswest store, Fat Li looked at the neatly placed shelves on the short doorway, and suddenly felt a sense of recognition in his heart.

Fat Li went straight to the clothes shelf and looked at the many clothes on the shelf, but Jeanswest made full use of the space and showed a style of clothes for display, which would not make it difficult for customers to get their hands on them.

The plastic models and posters in the store also clearly remind customers that this is our style. If you need to choose, the shelf next to it is the place to start.

Fat Li picked up a set of T-shirts, the fabric was really comfortable and high-quality, and then looked at the price; after comparison, it was found that the price was not cheaper than Giordano, and it should be about the same, but I always felt that the fabric and quality of Jeanswest were better. After all, there are crocodile shirts.

He also knows that the Jeanswest brand pays great attention to the value of the brand. Many stars have joined, and recently released a philosophical advertisement: Will we change our clothes according to our mood and weather?Does being comfortable make us happier?Do we dress to hide ourselves, or to be seen?

Playing gimmicks so much that even the fat people are amazed, Lin Zuhui is worthy of playing the media!

Regardless of these marketing methods, they can not only promote the brand, but also add a cultural value to the brand.

To put it bluntly, Jeanswest is following the price route that is close to the people (mid-range, value for money). Some people think that the brand is a bit low-grade, but because Jeanswest endows the brand with cultural value, this situation will be reduced.

Fat Li was in a bad mood, so he deliberately messed up the clothes on the shelves, and then he found that the clerk didn't show any dissatisfaction, and only quickly folded them when he left a shelf, and the technique was very skillful.

During the period, Fat Li saw that many customers were carrying a plastic basket, which contained a lot of clothes, as if they were buying for the family, and seemed to be buying a lot for themselves.

Immediately, Fat Li's mood was even worse!

"Clerk! Clerk!"

Fei Li deliberately found fault, aiming to test whether the service of Jeanswest is really good.

Ali came to Fat Li and said respectfully, "Hello, sir!"

"What's the matter? I've been here for a long time, and no one has paid attention to me. How do you provide service!" The fat Li guy said proudly.His hands were not idle, he deliberately threw a piece of clothing from the shelf to the ground, and pointed at the waiter to find fault.

"Sir, I'm really sorry! What are your orders?" Although Ali was afraid of Fat Li's ferocious appearance, she still handled all kinds of emergencies according to the method during training.

"It's too late to ask me now. With your service attitude, you should close the store early!" The fat Li guy continued to teach the shop assistant a lesson.

Ali first bent down, continued to apologize, and then said: "Sir, I'm sorry, because our Jeanswest is a bit inclined to the independent shopping model, customers can choose from us at will; of course, if you have any needs, we will definitely be the first time came."