Chapter 35 Fashion is the most fashionable

Wang Fang has worked in the clothing industry for more than ten years and has five or six years of experience as a senior executive in a women's clothing company.

Although she has only been working with Yan Bing for more than two years, it is her highest salary and the only time she has worked in a large clothing company.

The previous experience in the industry was nothing more than scratching the surface.

The workplace is like this. Regardless of the beautifully written resumes or the scary printed business cards, there are actually quite a lot of parallel imports. At least the Wang Fang in front of me has never dealt with a large brand.

Otherwise, how could Yan Bing not be able to rely on her at all?

That 20 million marketing plan was actually the result of Wang Fang stealing lessons from her peers.

She herself just copied the gourd and came up with a hasty plan without any absolute certainty.

This woman has been in the workplace for a long time, and she has developed a thick skin. When faced with Ma Liang's response, she sneered: "Half an expert? Just you?"

"Of course, compared to a parallel import like you, calling me an expert is not an exaggeration." Ma Liang responded unceremoniously.

He really wasn't talking nonsense. He had experienced countless things in his previous life, and he spent a lot of money during that time. One of the biggest expenses was accompanying the young ladies to go shopping.

Therefore, Ma Liang is very familiar with fashion brands and knows a lot about women's clothing brands.

Although he has no business experience and does not understand the details of operations, he was baptized by the explosion of mobile Internet information in his previous life.

I’ve read a lot about various business models and brand theories. I’ve never eaten pork and haven’t seen a pig run away.

It's true that Ma Liang doesn't know how to operate it in detail, but in theory, it's a set of things.

At least compared to the two people in front of him, his theoretical level stands on the shoulders of countless giants and he can see problems from a higher dimension.

Even though Yan Bing is a rich woman and a big boss, she is only a fashion designer and has not systematically studied business theory. It is not easy for her to run the company to such a scale.

But now it has reached the ceiling of the company's development, and her resources and connections can only help so much.

If you want your company to reach a higher level, you have to rely on your own hard work.

But business was Yan Bing's shortcoming, and she couldn't find a clue for a while.

It is no exaggeration to say that there are very few people in the domestic clothing industry who can give her professional advice.

People with real abilities are all industry leaders. Who would tell Yan Bing, a colleague of mine, the password to wealth?

So she let Di Ma Liang and Wang Fang argue, as if they were watching a brainstorm, hoping that the two of them could really come to a conclusion.

Wang Fang couldn't defeat Ma Liang, so she turned to Yan Bing again: "Mr. Yan, are you just going to let him talk nonsense here?"

"You haven't even seen the core problem of the company, and you still have the nerve to ask Sister Bing for 20 million in marketing expenses?" Before Yan Bing could speak, Ma Liang sneered again.

It was impossible for Wang Fang to back down at this time: "What is the core issue? What are you talking about?"

"The general direction is wrong. Let alone 20 million, even if we invest 200 million in marketing, it will still be wasted." Ma Liang finally expressed his analysis.

At this time, before Wang Fang could refute, Yan Bing asked anxiously: "You said our general direction is wrong?"

"Yes, Sister Bing, it was wrong from the beginning." Ma Liang nodded with a regretful expression.

Wang Fang became even more angry. By saying this, Ma Liang was not accusing her, the marketing director, of malfeasance and unprofessionalism. She couldn't even figure out the general direction.

She no longer cared about her face and scolded directly: "You kid, you are so arrogant and mysterious. Today we must make things clear. What is the wrong direction?"

After saying that, he glared at Ma Liang fiercely and scolded Ma Liang as soon as he made a mistake.

Even Yan Bing looked over expectantly, wanting to see if Ma Liang could really come up with any amazing analysis.

“Have you ever seen the big names in Hang Lung and Grand Gateway shopping malls opening stores in third- and fourth-tier cities?

As for those brands with hundreds of chain stores in fifth, sixth, seventh and eighth tier cities, when will they be able to enter the mid-to-high-end shopping malls in Shanghai?" Ma Liang did not answer directly, but asked two questions.

Wang Fang looked confused and didn't understand the purpose of Ma Liang's two questions at all.

As a designer, Yan Bing was already very sensitive to brands. Now that Ma Liangyi reminded her, she quickly woke up.

She asked tentatively: "You mean that there are gradients in fashion, and the customer groups in different cities are different. It is impossible to use the same brand to cover all domestic markets?"

"Yes, that's what I mean." Ma Liang smiled slightly, nodded and praised.

There will definitely be no problem in five or ten years, but now it is only 2005, the domestic economy has just taken off, and many prosperous commercial real estate projects in various places are still under planning.

No business can develop in a vacuum without the context of the times, and the same goes for clothing brands.

This is why Yan Bing's mid-to-high-end women's clothing brands went bankrupt one after another after entering the market in third- and fourth-tier cities.

The main problem is not the price, but the positioning of the product does not match the target customer group.

You are a brand that is very fashionable in the eyes of young ladies in Beijing, Shanghai, Guangzhou and Shenzhen. How can rich women in third- and fourth-tier cities appreciate it?

In their eyes, perhaps those low-end brands that are not even allowed to enter mid-to-high-end shopping malls in first-tier cities are the most fashionable.

Although it sounds ugly, it is the reality and fashion differences exist objectively.

Just like all the girls in Magic City go out bare-legged in the winter, the Sichuan girls from Ma Liang's hometown are still deliberately showing off their "fashionable" fake flesh-colored stockings that are both tacky and low.

We can only wait another five or ten years when the economies of various regions take off, commercial real estate develops vigorously, and high-end shopping malls bloom everywhere. At that time, the so-called differences in fashion gradients will continue to shrink.

So when Ma Liang gave a hint, Yan Bing reacted immediately.

The domestic market has its own particularities, and it will definitely not work to copy the practices of big foreign brands.

Among the manufacturers that have really made a lot of money in the domestic clothing industry these days, which one is not a scumbag brand?

It is rare to find a brand that is both profitable and slightly fashionable, and there are only a handful of them such as Baleno and Metersbonwe.

Yan Bing couldn't help but sigh: "In this way, if you want to open up the sinking market, you have to start from scratch. You can't rely on existing brands."

"Yes, and it must be a very down-to-earth brand." Ma Liang added.

Whether you are starting a business or doing business, if you are half a step ahead, you are a genius, if you are one step ahead, you are a madman, and if you are three steps ahead, you are a martyr.

In the current general environment, it is impossible for female users in second-tier cities and below to embrace brands that are too fashionable. Even when they wear clothes for shopping, they will feel like they are walking on a catwalk, which is very awkward.

To put it bluntly, the consumption aesthetics of most domestic female users are still educated by Taobao. At this time, it is too early to deal with high-end fashion.

Even more than ten years later, many young ladies will still forcefully wear fashionable clothes to look like work clothes in the special service industry. It must be said that this is a tragedy for domestic aesthetic education.

Ma Liang just said another sentence because it was too indecent, so he suppressed it and did not say it.

That is, those who win the diaosi will win the world. This is the general trend.

What do you think about playing with mid-to-high-end brands in China? After more than ten years, I haven’t seen a few big names succeed, let alone now.
Chapter completed!