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Chapter 530 Fast consumer goods and luxury goods

Yang Xing has always liked to beat rabbits the most. From the career that others think can only lose money, he finds a way to make money. Jiangye. Over time, his subordinates naturally developed the ability to squeeze oil from stones. So not long after Yang Xing proposed the idea of ​​custom-made diamond jewelry as an engagement gift, Hao Mingming and Zhou Yuxi, the two co-presidents of Xingmei Fashion, took the initiative to come and ask to eat all the business. In addition to currying favor with the boss, he was also forced to let Xingmei Fashion enter the high-end luxury jewelry market for promotion.

As Yang Xing's biggest contributor when he made his fortune, Xingmei Fashion made great contributions to Yang Xing's eight major companies listing in Hong Kong before the Asian financial crisis. After all, Xingmei Fashion made a series of big moves at that time, causing an uproar in the domestic daily chemical and household consumer goods market. It acquired a large number of well-known brands in Guangdong and Shanghai in one go, and took advantage of this to become the top leader in the domestic fast-moving consumer goods industry, competing with international multinational companies Procter & Gamble, Netherlands Unilever, and Japan Shiseido. The price war was in full swing, and it seemed to be very popular.

In the international community, daily necessities such as soaps, laundry detergents, cosmetics, and household products such as food, beverages, and tobacco, relying on consumers' high-frequency and repeated use and consumption to make profits through a certain scale of market volume, are collectively called fast-moving consumer goods. It is believed that as long as they can rank at the forefront of the industry and occupy a certain market share, it is difficult to collapse due to the continuous consumption of products. After all, a person can not use electricity or buy a house, but daily necessities cannot be missing. Therefore, for Xingmei Fashion, the competition with these international giants quickly fell into a stalemate and there is a risk of becoming increasingly disadvantaged.

Because with the saturation of developed countries' markets and the rise of emerging market countries, FMCG multinational companies led by large companies such as Procter & Gamble and Unilever in recent years can be said to be determined to occupy emerging markets. The market share of developed countries has basically been divided, while emerging markets like China and India are different.

The traditional fast-moving consumer goods brands within these countries are weak and fight each other, making it difficult to join forces to deal with external threats. And these multinational companies have financial resources and technology. The most important thing is that for the people of emerging market countries, they have long been operating and promoting in developed countries and shaped their corporate image. They are very popular with the people of emerging market countries' admiration for foreign countries. Once they enter emerging countries, the people's recognition of these brands is much greater than that of domestic brands.

As the first of emerging market countries, China, with the fastest economic development, is undoubtedly the target of multinational fast-moving consumer goods companies' key attacks. Unilever and Procter & Gamble entered China as early as the 1980s and made big advertising. With their leading advertising production level and inviting the most famous domestic film and television stars to join, they bought the golden advertising period of major TV stations and bombed them one after another, which soon made its major brands deeply rooted in the hearts of the people and popularized them.

This is a bit impressive for Chinese people. Advertising such as orchid oil, lix soap, laundry detergent, etc. is overwhelming, and any TV station will broadcast it in the middle. They also directly acquire competing brands to make a fuss. When the frozen period of the acquired brands is over, the market share has been squeezed out. Many domestic brands are defeated in front of this simple and crude method, and they quickly occupy the market share of most of the domestic fast-moving consumer goods.

Xingmei Fashion emerged at this time, which really made these multinational giants stand up. However, they were very wealthy and powerful. After reacting, they counterattacked fiercely and never stopped their offensive. At that time, Hao Mingming boasted that he planned to not make a profit for five years and fought with them. Unexpectedly, these bold words, but he did not expect that the prophecy came true.

In order to defeat Xingmei Fashion, Procter & Gamble, they have launched a series of measures to introduce cosmetics with Chinese formulas based on Chinese-made cosmetics; increase penetration in domestic third-tier cities and rural areas; compete with Xingmei Fashion for the advertising space of CCTV's flagship and local Taiwan in prime time; collect more celebrities to promote; and even simply reduce the prices of its products, directly hurting people with their original products. Through these methods, it directly leads to Xingmei Fashion's performance ranking lower among the various groups of Zhongxing International. Although Yang Xing did not blame him, in the face of shareholders' doubts and the success of his brother companies, Hao Mingming and others felt very lost.

Yang Xing knows the dilemma of Xingmei Fashion, and he has also thought of many solutions in recent years. Fortunately, as a rebirth, he is familiar with history and has taken a huge advantage. In recent years, he has taken a detour in the market and has gained wealth far beyond the imagination of ordinary people in a very short time. He demolished the east wall and repaired the west wall so that Xingmei Fashion and international giants can fight the war of attrition without being dragged down. After stabilizing the domestic market share, he still has some spare time to explore Southeast Asian markets such as Hong Kong.

But this is not a long-term solution after all, so Star Mei Fashion decided to develop a luxury jewelry market that is more profitable after repeated discussions. After Yang Xing's guidance, through participating in the Milan Fashion Week, hosting the Hong Kong Fashion Season, negotiating the acquisition of the Pier Cardin brand, and cooperating with Baozi, etc., it is getting closer and closer to making its luxury jewelry brand famous all over the world.

Xingmei Fashion dared to take on so many diamond jewelry work at Yang Xing’s engagement this time because its luxury brand called Xingmeng has begun to enter the jewelry industry and wants to use diamond jewelry from the boss as a stunning success. They dared to do this, and the first thing they encountered was the best diamond in the world.

In order to satisfy his fiancée, Yang Xing spent a lot of money to buy the best diamond raw materials from all over the world, such as Argyle powder diamonds, South African blue diamonds, etc., and what made Yang Xing the most proud was the side benefits of reaching a cooperation agreement with the Russian oligarchs, because the first transaction they made was to exchange high-quality diamonds for Yang Xing's US dollars.

Russia itself is the world's five major diamond production areas. During the Cold War, Russian diamonds were basically unable to enter the Western diamond circulation system due to the evil of the East and the West. Therefore, Russia formed the highest diamond mining, processing and sales system. The diamonds are of large quantity, excellent quality and preferential prices. After the collapse of the Soviet Union, it is very competitive in the international market. Most of the meeting gifts given to Yang Xing by Friedman were Russian diamonds. This time, Yang Xing bought an astonishing number of Russian diamonds at one time, and the two sides also reached a long-term cooperation agreement.

In addition, the spokesperson of the oligarch, Feridman, is a famous arms dealer. His biggest business customers are actually in Africa. African countries often fight each other, and most of the local soldiers are illiterate and are not suitable for the Western ingenious and complex weapons. Instead, they are very fond of the reliability and durability of Soviet weapons. It can often be seen that both sides use Soviet-made AK-47 submachine guns and RP rocket launchers to sè. Friedman sells goods on both sides, and naturally makes a fortune.

However, African countries are so poor that traditional payment methods are not feasible. They can only use primitive objects to exchange them. However, most resources, including gold, are either heavy or too large, only diamonds are light and easy to carry, and have high value, making them the main payment method for African troops to purchase arms. The term "blood diamond" is really appropriate.

This time, Yang Xing took the opportunity to take a big advantage. Wang Yiren's blood diamond "Flame Red Lotus" was obtained by him at a low price, and there was also a song among them. Because countries such as Sierra Leone and Angola in Africa used "blood diamonds" to exchange for arms, it was really notorious. Under the pressure of public opinion, the World Diamond Alliance and the International Diamond Processing Manufacturing Company Business Association established the World Diamond Committee to establish and implement a tracking system to track the import and export of diamonds to prevent the use of diamonds to serve illegal purposes. This is the "kimberley process" known as the self-discipline norm of the world diamond industry.

As soon as the "Kimberley Process" was launched, the "bloody battle" from Africa was cut off. Ferriedman didn't want to accumulate a lot of diamonds, so he had to take advantage of Yang Xing. Yang Xing didn't care about the bullshit "Kimberley Process". He naturally had a way to deal with this large number of diamonds. Xingmeng Jewelry obtained high-end diamonds as soon as it opened. Naturally, his confidence increased and he had to show his strength.

Raw materials account for at least half of the cost in the diamond industry. There are four major diamond processing centers in the world, namely the small-grain diamond processing center - Mumbai, India; the large-grain diamond processing center - New York, USA; the Jingzhan Diamond Processing City - Antwerp, Belgium and the Jingzhi Small-piece Diamond Processing Center - Let Aviv. However, with the continuous improvement of domestic diamond processing technology in recent years, many industry insiders believe that China is likely to replace India and become the world's next largest diamond processing center.

Hong Kong, where Zhongxing International Group is headquartered, is also an internationally renowned jewelry center. The Hong Kong Jewelry Exhibition is known as the second largest in the world. Hong Kong jewelry stores are spread all over the streets and alleys of the city, with the saying that "there are more gold shops than rice shops". Hong Kong itself has profound jewelry design and processing capabilities, and is ranked one of the world's five gem processing centers. It has an internationally recognized high level in the production of jade and the "Four Emperors and One Queen" commonly known in Hong Kong.

With these conditions, Xingmeng Jewelry dared to take over the design and processing tasks of all the diamond jewelry at the engagement ceremony. However, the processing time was too tight. Many diamonds were only half polished and had not even been completely cut, so they had to be displayed as semi-finished products. After the engagement banquet was over, they would have to be reworked and remade. After all, they were ready to be sent to all parts of the world for exhibitions. Finally, they returned to Yang Xing's fiancée, but they were afraid they would go to the middle of next year.

In the name of fearing that the guests would leak the value of jewelry design and colored diamonds, the guests who had just received the unexpected gift of Yang Xing had to be asked to sign a confidentiality agreement, requiring that everything at today's engagement banquet should not be circulated. Many people think this is Yang Xing's move.

After all, the fact that he was engaged to dozens of American NVs was too shocking, which had challenged the moral limits of the world. Even if Yang Xing didn't care about his reputation, he had to consider the reputation of his fiancées. Moreover, many of them were at the peak of their careers, and many people in the entertainment industry. Thinking of this, the guests generously signed confidentiality agreements.
Chapter completed!