I really didn’t want to be a warm man when I was reborn

After the meeting, Li Zhe kept Bai Wei and Zhang Wenjun: "You two will select a group of suitable people from various departments as your team, and then go to Hangcheng, Siming, and Ouzhou to acquire several clothing factories and shoe factories. Factory, set up a clothing company as soon as possible.”

Bai Wei and Zhang Wenjun nodded at the same time to express their understanding.

Li Zhe then picked up a document on the conference table and handed it to them.

"This is a clothing company development plan I made. You can take a look."

Bai Wei and Zhang Wenjun took the document and read it carefully.

This is a complete and detailed clothing brand creation and marketing plan.

From brand image strategic positioning to how to market and promote, everything is included.

Originally, Bai Wei was caught off guard when Li Zhe suddenly asked her to be responsible for developing the clothing industry, and she kept thinking about how to do it.

Now after reading this plan, she suddenly felt a sense of enlightenment.

Brand marketing and promotion is inseparable from creative advertising and a large amount of publicity investment.

For example, in order to increase brand awareness and consolidate their market position, international luxury brands such as Chanel, Dior, Prada, and Louis Vuitton invest more than one billion U.S. dollars in advertising and celebrity endorsements every year.

But if a famous brand wants to become an internationally famous brand, it is far from enough to rely solely on advertising and celebrity endorsements.

Third-rate companies make products, second-rate companies make brands, and first-rate companies make standards.

Why are most luxury brands in France and Italy?

Not to mention domestically, even South Korea and island countries with relatively developed clothing and cosmetics industries can only produce mid- to low-end products.

Because the setting of industry standards is in the hands of the West.

Most of the internationally famous clothing and cosmetics designers are in Europe and the United States, and the international top model competitions and fashion shows are also in Europe and the United States.

Are European and American clothing aesthetic styles really suitable for the East? Definitely not suitable.

However, people have the right to speak and control industry standards, so that domestic aesthetics are becoming more and more Westernized and biased.

Li Zhe's positioning of future clothing and cosmetics brands is mid- to low-end products. The right to speak on the rules of high-end luxury goods has been controlled by Europe and the United States. If he wants to find a way out, he can only imitate South Korea and island countries.

On the one hand, relying on the Internet new media platform of Qudong Group, a large number of celebrities and Internet celebrities are used for publicity and endorsement, fully guiding young consumer groups to recognize the product and make it fashionable.

On the other hand, we should cultivate our own outstanding designers, select models to hold international fashion weeks with oriental cultural characteristics and regional influence, formulate our own industry standards, and compete with major European and American brands for the right to speak.

This is easy to say, but difficult to actually do, especially the last point.

Don't say anything else, just say one thing.

A star's status not only depends on his works and popularity, but also his commercial value.

Therefore, domestic celebrities are proud to endorse major European and American brands such as Dior, Chanel, and Gucci.

The problem is that domestic stars and celebrities are proud to endorse big European and American brands, leading fans and young consumer groups to buy and use them as fashion. How can domestic brands do it and achieve industrial upgrading?

That is to say, Li Zhe controls the largest private entertainment group in China, and can use the method of bundling interests to make its stars and Internet celebrities refuse to endorse major European and American brands.

And ban all celebrities and internet celebrities who endorse major European and American brands (limited to corresponding clothing and cosmetics).

All companies under the Qudong Group refused to cooperate with it.

In this way, it is not that top stars are competing with each other to endorse European and American brands, but that it is difficult for European and American brands to find influential top spokespersons in China.

Over the next few years, some big European and American brands will inevitably lose their influence in the country, and then they will take advantage of the situation to counterattack and launch high-end products to compete with big European and American brands in the domestic, Hong Kong, Macao, and even Southeast Asian markets.

Soon, Bai Wei and Zhang Wenjun finished reading the planning document and put down the documents in their hands.

"Mr. Li, the brand name hasn't been decided yet, has it?" Bai Wei said.

"I have thought of a few brand names. Either they have already been registered, or they just don't feel right. You two can discuss them. If it doesn't work, we can openly solicit them from the outside," Li Zhe said.

"Mr. Li, what name did you give me?" Zhang Wenjun asked curiously.

"Hua Shang, the beauty of Zhangfu is called Hua."

"This is a great name!"

Li Zhe shook his head, "The cultural characteristics of this brand name are too strong, which is not conducive to external promotion. The brand name must be simple and easy to understand, but also good-sounding and in line with the trend. Only in this way can it be easily remembered by consumers and be conducive to publicity and promotion."

He now somewhat understands why many domestic brands have foreign names.

Metersbonwe, TCL, Oaks, TP-LINK... these are all domestic products.

Because many Chinese people just prefer and trust foreign brands.

However, although Li Zhe gave up the brand name Huashang, he planned to create a Huashang Hanfu series.

Hanfu is not practical, but it is inferior to Western clothing in terms of aesthetics.

This is also the reason why later generations can set off the Hanfu craze and Hanfu movement even without the promotion from the upper level.

Which girl can refuse a good-looking Hanfu?

If we can really promote the Hanfu movement and let every young girl in the country have a set of high-quality and low-priced Hanfu, it will be a market worth hundreds of billions.

Moreover, there are more than 60 million overseas Chinese and numerous Chinese culture enthusiasts. These are overseas markets that can be exported.

There are also many foreigners who are fascinated by Hanfu in later generations.

Bai Wei thought for a while and said, "How about calling her JORYA?"

"This is a women's clothing brand, it has been around for a long time." Zhang Wenjun reminded.

Bai Wei doesn't like dressing up and doesn't know much about women's clothing.

"How about calling it Avril Lavigne? No, it seems that this brand already exists."

…

The three of them discussed it for a long time and thought of many names, but they always felt they were not good enough.

"Forget it, you two should wait and think about it after you get back." Li Zhe was a little annoyed.

"Remember, clothing quality control must be good. Although we are an affordable luxury brand, the design and quality cannot be worse than those of big foreign brands."

One of the big reasons why domestic clothing brands cannot develop is that many domestic companies are too "smart" and engage in crooked ways.

However, brand companies do not want to make good products, but focus entirely on false marketing and word games to mislead consumers into buying fake and inferior products.

When the brand and reputation are bad, then "change the vest".

Some companies even stop producing products and make a living by selling brands.

Just like the "famous" Antarctic people.

This well-known domestic brand in its early years has actually been discontinued for many years, but it has more than 1,000 cooperative suppliers and more than 4,500 authorized dealers. In 2019, the brand licensing fee alone was as high as 1.305 billion.

To put it simply, not a single product was produced, and 1.3 billion was sold just by selling the brand.

The brand that does this is not just Antarctic, nor is it limited to the clothing industry.

It’s not that many people don’t want to support domestic products, but that many domestic brands really don’t live up to expectations.

When the matter was almost settled, Li Zhe, Bai Wei and Zhang Wenjun left the conference room together.

"correct!"

He seemed to be remembering something and said: "Don't register the company in the mainland, register it on Hong Kong Island."

At this time, the economic gap between the mainland and Hong Kong Island was still relatively large. Although the GDP of Shanghai stock market exceeded that of Hong Kong Island in 2009, the average salary was still very different. What's more, Hong Kong Island is still the third largest financial center in the world. .

Therefore, many people still have a high regard for Hong Kong products and like to travel and shop on Hong Kong Island.

Putting on the name of a Hong Kong product in advance is conducive to the rapid promotion of the brand.

Also, Hong Kong Island is a free port, so locating companies there will be more conducive to exports and exploring the Southeast Asian market.

We were collecting brand names. The author was incompetent in choosing names and couldn’t come up with a good name after thinking for a long time.