The Pentium Era - South to North

Zhang Chen arrived at Xiaomi's office, and Xiaomi told him that although there are already several companies in Shanghai imitating their private customization practices, the private customization business is still developing very quickly.

One of the reasons is that private customization customers are very loyal. If it were not for a sudden change in her family or business that could not support her consumption, and she quit by herself, it would be difficult for other companies to poach her even if she wanted to, and it would not be possible. Know where to dig, our customers protect, and do a great job.

Coupled with the current consumption level, it is growing rapidly. Last year, one customer spent one or two million a year, which is already considered a big customer. Compared with this year, this level is just a start at most. Their largest customer has spent from the beginning of the year to Now in just over half a year, more than 8 million yuan has been spent. Our buyer has made four trips to Paris just for her.

"Who is so exaggerated?"

Zhang Chen asked, thinking in his mind that he was not without money, there was always money in the middle and upper class. If Xiao Zhao was here, even if he drove her away with a stick to spend money like this, she would not be able to bear it.

Xiaomi said with a smile that her husband worked as a highway worker and was a celebrity in Hong Kong, which was all published in Hong Kong newspapers. She didn’t care about her husband anyway and just spent her own money. Her husband did the same to her and told her how to spend the money. , it doesn’t matter where you spend it, just one, you are not allowed to raise a little man to make him look bad, if he knows, he will "nei is special", you can spend the rest as you like.

Now that we have become famous in this industry, Shanghai Beach, the water is as deep as it is, and there are many strange and wealthy people, so it is easy to do it.

Zhang Chen nodded and understood.

But on the other hand, Xiaomi and Zhang Chen said that shopping malls are becoming more and more difficult to operate. More and more shopping malls and shopping centers are being built in Shanghai. These newly opened shopping malls are not just for us, they only come from the mainland. Clothing brands are not allowed to enter. At least they must be Hong Kong brands. This aspect diverts many of our customers.

Zhang Chen nodded. He said that this is the same situation in Beijing now, not only in new shopping malls, but also in old shopping malls after renovation. When it comes to improving the quality of shopping malls, the first condition is that domestic brands cannot enter.

What’s funny is that women’s clothing is better. Xiaomi said they are not allowed to enter, but at least they will talk to you. Men’s clothing is not even discussed, and the no-negotiation sign has been put out for a long time, saying that it is the more famous domestic men’s clothing brand. The less likely they are to get in, like Shanshan and Youngor, they will directly say that it is Axiang's brand and don't want to talk about it.

Xiaomi said and laughed, and Zhang Chen also laughed.

"It's really funny when you think about it. Our clothes can be sold in the United States, but we can't even sell them in China," Zhang Chen said.

"That's what I told them, and I also showed them photos of our clothes sold in American stores, and they were a little interested and asked us to discuss it."

Xiaomi sighed and said: "Later, they said that ours is a supermarket in the United States, not a department store. If it is in a place like Macy's, you can enter without saying a word. I scolded them at 13 o'clock, we want to be in Macy's I want to talk to you about selling department stores? You came to me begging for help."

Zhang Chen smiled bitterly and shook his head.

"Mr. Zhang, do we want to change?" Xiaomi asked.

"How?" Zhang Chen asked.

"We go to places like France, Italy, and the United States, register a brand, and then use this brand. I go to talk to them, and there are still some talks." Xiaomi said, "I know there is a company in Shenzhen, and they entered with a Hong Kong brand."

"However, the clothing style is wrong. Our cotton and linen clothing cannot be from foreign brands at first glance," Zhang Chen said.

"That's true." Xiaomi nodded.

"But you reminded me, Xiaomi, I will think about it when I go back. Faced with this situation, should we simply develop another brand?" Zhang Chen said.

What Zhang Chen thought was that there was still a way to deal with this, and that was to ask Xiaofang to help register a clothing company and a clothing brand in the United States, and register a branch in China in the name of the American company.

Then all these shopping malls negotiated in the name of this American company. After the negotiations were completed, they were ready to enter the market. Then the American company placed an order with Banmutian and entrusted Banmutian to produce their clothing brand.

In this way, an American brand appears in the mall.

For them, apart from the expense and energy of registration, nothing else has changed. They are running an American company and an American brand on half an acre of land, and there is no need to add another one.

"Xiaomi, I'll think about this and see if it's necessary before I talk to you." Zhang Chen said to Xiaomi.

Xiaomi said yes, she said, another situation is that there are more and more medium-sized shopping malls, and they come to us and propose various preferential conditions, including giving us discount points, to attract us to enter the market. But it’s still not a big deal. I calculated the monthly sales of tens of thousands of yuan there, and after deducting the salesperson’s salary and so on, I can only maintain capital at most.

Moreover, we are also a big brand. If we really want to enter the store, we can't just enter it casually. The counters always have to be pretentious, and if we don't, we will lose money.

Zhang Chen nodded, this is really a new situation.

"But if we don't go into these shopping malls, when they open, they will objectively divert some of our customers." Xiaomi said, "Mr. Zhang, I'm really worried. I feel that the radiation area of ​​shopping malls is getting smaller and smaller now."

"Oh, how do you say this?" Zhang Chen asked when he heard this statement for the first time.

"Look at it, when we first made a hundred, it was a lot easier to make. Clothes were like a rush. The counter was so small that even three salesmen in our class couldn't handle it. I still had to go over and help. Why? At that time, people from all over the country came to the Big Shanghai and the Big 100. Who didn’t want to go to Nanjing Road and go to the 100?

"Most of the people who buy our clothes every day are outsiders. In addition to one hundred, there are also two hundred to nine hundred. Those are the department stores in Shanghai. Shanghainese will go to these places to buy clothes. At that time, one hundred was really Radiating to the whole of China, 200 to 900, it really radiates to the whole of Shanghai.

"It's not working anymore. There are fewer outsiders shopping at 100. There are also fewer Shanghainese shopping at places like 23490. Why, they are too lazy to run away. Those medium-sized shopping malls are all gone." It’s built right in front of your home, so who would spend hours running out? Those who did run out were also going to new shopping malls like Ganghui, and half of them were coming to Baixiang.

"So I said, one hundred can't radiate to the whole country now, and two hundred to nine hundred can't radiate to the whole of Shanghai. They are the same as those medium-sized shopping malls. The distance they radiate is only a few kilometers around them. Only that People in the area will run over, so we are always ranked high in the mall. The products are good, but the sales are declining every month."

As Xiaomi said, Zhang Chen kept nodding. Unexpectedly, Xiaomi thought a lot and was very insightful.

"Some customers have also been lost." Zhang Chen and Xiaomi said, "That is, many people simply go online to buy clothes. Our company's e-commerce department is now doubling its sales every month. If it As for the general agent, we are now the largest sales agent, selling more than 3 million yuan of goods every month."

"Yeah, it's getting more and more inconvenient to go out now. Who wants to go out? Now I go home from 100 and drive by myself. It takes more time than I used to take the bus. Who has so much time? Come out and show off." Xiaomi said.

"Xiaomi, do you have any thoughts about the Shanghai company as a whole?" Zhang Chen asked.

"Yes, I have been thinking about it, Mr. Zhang. I originally thought about it clearly and then reported it to you." Xiaomi said.

"It doesn't matter, we can communicate first, maybe I can help with some ideas." Zhang Chen said.

Xiaomi nodded and said: "My idea is that starting from the second half of the year, I will focus on the development of private customization. The mall will not develop new shopping malls. It is not cost-effective. Private customization is now This place is very good. Just like Mr. Zhang said at the time, it is a demonstration of our company's strength. This is especially good for developing new customers.

"However, for old customers, this place is not so convenient. As you know, we locals in Shanghai still prefer to live in Puxi. We would rather have a bed in Puxi than a house in Pudong. Most of our customers also In Puxi.

"I just want to expand and find one or two places in Puxi to build a club for them to come and go. These rich women are actually very pitiful. There are very few places they can go. If there is such a place, In this place, they will become dependent and will come every three days. As long as this person comes, consumption will be brought.

"Moreover, Mr. Zhang, there is another characteristic of these people, that is, there are not many of them, but there are always two or three best friends. These best friends have similar conditions to them. If our club can become their daily If we have an event venue, we can absorb them all and become our members.”

Zhang Chen kept nodding his head and said, "Okay, Xiaomi, just start from their point of view and find a place like this. We must make this place look like you Shanghainese would say."

Xiaomi laughed and said, I think so too, and I have another idea.

"What do you think?" Zhang Chen asked.

"I want to raise the threshold to five million per year. You don't have to consume this amount, but when you join the membership, you have to prove that you have the ability. We are not a vegetable market here. Anyone can come in. , Besides, it’s not good for the place to be too noisy. Forty or fifty of the really capable people are enough for us.

"Leave the rest to other companies. Sometimes this person is very cheap. The harder it is to get in, the more people want to get in."

After Xiaomi finished speaking, he looked at Zhang Chen. Zhang Chen thought for a moment and said, Xiaomi, your idea is very good, but have you realized that if you do this, the entire strategy of the Shanghai company will have to be adjusted, private customization It is increasingly incompatible with clothing sales. For private customization, one must be very professional and careful.

"Mr. Zhang, you mean, my Shanghai company..."

"Cut it in two." Zhang Chen said, "Leave a part of the people dedicated to shopping malls, that is, the original part. In addition, there must be a company that specializes in providing various services for private customization. You are facing two groups. Distinct consumers and corresponding personnel in our company must also be completely separated and can no longer be mixed together.”

Xiaomi said okay, Mr. Zhang, you are right, I will consider the plan and report it to you.

Zhang Chen said yes. Also, stick to what you said and focus on private customization. When necessary, we will not hesitate to throw away this part of the mall completely. The general situation is changing, and this is something we cannot change. We can only adapt to this situation and adjust ourselves. We must make choices and give ups.

Xiaomi smiled and said, Mr. Zhang, I used to feel that I was still confused in my mind. After talking to you, I felt much clearer.

Zhang Chen said: "Actually, I am the same. Before I talked to you, I didn't think so. After talking to you about this, I realized that our company's entire thinking has reached the point where it needs to be adjusted."

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