Looking at the hemp soles on the table, Lin Mo frowned and looked at them over and over for a while. The soles were of good quality and the materials were solid enough, so his eyebrows relaxed slightly.
"Uncle Huang, there is only one style of sole? There are no finished shoes?"
"It is true that there is only one style. The finished shoes are not yet made. However, the size of the soles is very suitable. It uses the foot size model determined by the Lin family. It is very suitable for Chinese people. More than 80% of Chinese people wear standard sizes. The size is very suitable. The remaining two
It’s also available in small and extra large sizes.”
"Oh! Really? The Lin family's size measurement work was completed so quickly?"
"There should be results. A set of size standards has been introduced. For branches like this in Nanjing, all the staff and I participated in the measurement, from head to waist, from hands to feet, from height to weight, and from neck circumference.
Waist circumference, leg circumference, arm circumference, shoulder width, palm width, etc. were all measured and recorded in detail.
We also assisted collectors and collected thousands of pieces of data from people from all walks of life and all ages. We launched a set of our own size standards some time ago, but we are still continuing to collect data. The first set of standards should be just
Test the waters, and there will be more perfect ones later.”
"Well! This is done beautifully, but when it comes to these soles, they have made quite a few mistakes and they need to be corrected urgently."
"Master, please tell me." Huang Shengming never doubted Lin Mo's vision in business and sat upright to ask Lin Mo for advice.
Between praise and criticism, Lin Mo chose the right scale, not dampening the enthusiasm of others, but also making people willing to listen to his faults.
"The first point is that you did not have a deep understanding and consideration of the real industry and factory management, so you ordered a large amount of rubber to accumulate in the warehouse and collect dust. This is understandable, after all, the Lin family is new to this industry.
However, they are all commercial activities. Whether they are engaged in middleman trading or running a factory, they have something in common, such as ensuring sufficient liquidity on hand and overstocking the cost of goods and raw materials.
The second point is the mentality. You are too optimistic, blind, and radical. The success of elastic bands and rubber bands makes you fall into a blind self-confidence. You blindly expand, fail to expand, and invest in shoe soles aggressively. You are so optimistic that you think you can copy elastic bands.
success, this is already an ideological problem.
When producing a new product, you should always conduct market research to understand whether there is demand in the market and how big the demand is. Even if it doesn't work, it is not a bad idea to produce a small amount and put it on the market to test the market. If it is fully rolled out once it is launched, problems can easily arise.
The third point is to stick to the old ways. The first point is that you haven’t kept to what you should have done. This point is that you haven’t changed what you should have changed, mainly in sales, that is, Uncle Huang and you.
In the past, most of the goods we sold were imported from abroad. We would buy whatever was easy to sell. Most of these goods have been accepted and recognized by the market.
But things are different now. What we sell are products produced by ourselves. They are either new brands or new products. Regardless of new brands or new products, the market is very unfamiliar with them. At this time, you need to promote and market them so that they can be sold.
The market accepts them."
Huang Shengming seems a little unfamiliar with the word "promotion marketing?". After all, he used to sell mature products, and the main targets of sales were cooperative distributors. Even if he had carried out some marketing actions, they were not systematic.
However, Huang Shengming was still very interested in promotion and marketing, and Lin Mo did not hide it. He explained all the relevant knowledge and methods he knew to Huang Shengming clearly.
"Uncle Huang, what I know about marketing is only a rough idea, for reference only. Everything must be based on the actual situation, and you need to explore it bit by bit."
"Yeah." Huang Shengming had already felt this. Although what Lin Mo told him was very constructive, some of it was not so in line with the national conditions, but it still inspired him a lot.
"Okay, let me mention some remedial measures for this shoe sole issue. At the beginning of the transformation, it is when people's hearts are unstable. If this matter cannot be resolved as soon as possible, I am afraid it will dampen the enthusiasm of many people.
I think we can start from two places, one is to enrich the types of products to meet different needs, and the other is to carry out marketing work to open up the situation as soon as possible. However, although the two are different tasks, they also complement each other.
Let’s talk about product types first. The current one alone is definitely not enough. We can develop several thicker and thinner ones. The thinner ones are lighter and the thicker ones are a little heavier but durable.
The rubber-covered surface can also be adjusted. For example, the sides can be covered to increase waterproofness, or the foot side can be added. This side can be made into a shape that fits the foot better, making it more comfortable to wear.
Of course, you can also directly sew reinforcement diagonally on the espadrille sole without adding rubber. This will make the sole cheaper and allow more people to buy it.
This type of style should also be the most popular. It should be aimed at the general public. It should focus on quantity and low price. The target of competition is various kinds of soles accepted by the people.
Our soles are produced on an industrial scale. As long as the quantity increases, the price can still be competitive with self-contained soles. We just need to open the market first and let the market accept it.
In terms of promotion and marketing, the recommended marketing targets are dock porters and manual workers who pull trucks in urban areas. You can find some people to try it on for free. There are many people in this group. As long as it is easy to use and the price is worth it, it will not be difficult to open up sales.
.
In addition, these soles are a new type of shoe after all, and I don’t know how to process them into shoes, which may be one of the reasons that hinders sales.
There are two solutions. One is to continue processing the soles and directly produce finished shoes for sale. We have our own sizing system, and the equipment and raw materials produced by the factory are more complete and abundant. We can produce all kinds of finished shoes, such as work shoes and casual shoes.
, sneakers, sandals, etc.
Producing finished shoes can greatly enrich the variety of goods, and at the same time, sell the soles, and also increase the added value of the product, that is, increase profits. After all, selling a pair of soles means only the profit of the soles, which is definitely not as good as selling a pair of shoes.
This chapter is not over yet, please click on the next page to continue reading! However, many people are still used to making their own shoes, so another solution is to provide buyers with some simple and easy-to-process shoe making aspects based on this new sole.
I think of two types of shoes, one is fabric shoes, which are made of cotton, linen or even leather, and the other is knitted shoes, which are made by knitting threads into shoes just like knitting sweaters.
I estimate that this requires some new tools to make shoes. I suggest that these tools be sold or given as a gift with the soles. As for the method of making shoes, simple drawings can be used as instructions.
At the same time, you can find some women or families who sell shoes and provide some shoe soles and shoe-making methods at low prices or even for free. This can not only promote the soles, but also spread the shoe-making methods.
Another category of soles is for the slightly higher-end market. It is recommended to set up a separate brand. Choose better and more comfortable linen materials. Don't just use primary colors. Use single or mixed colors to make them more beautiful.
In addition to the normal flat soles, the soles can also be made into high heels. The heels are of different heights and colors, which means different styles and different products.
For this category of soles, it is recommended to focus on ready-made shoes. After all, the customers it targets are generally unlikely to make their own shoes, and the customers for the soles are mostly shoe stores or workshops.
For this type of product, it is recommended that the marketing targets be students, especially college students, who are more willing to accept new things and are willing to participate in the next step of marketing.
The next step of marketing can be to launch a competition on sole or finished shoe design in the name of the brand. The styles we choose can win bonuses and even sales shares.
Firstly, it can carry out publicity, build the reputation of the product and brand, spread the word, carry out promotion and marketing, and secondly, it can make external people feel more involved, make the product and brand deeply rooted in the hearts of the people, and accumulate advantages for future competition."
At some point, Huang Shengming took out his notebook and pen and wrote down everything Lin Mo said.
Lin Mo waited for Huang Shengming to finish memorizing it before continuing: "By the way, Uncle Huang, remember to tell your family that things like rubber bands and elastic bands are not a one-trick product that's eaten everywhere, so don't put too much hope in them."
"Ah" Huang Shengming, who was still thinking about Lin Mo's rescue measures, failed to follow Lin Mo's train of thought for a moment, and was stunned for a moment before reacting belatedly.
"Master, what are you saying? Elastic bands and rubber bands won't be sold, either?"
"The market has opened, so it doesn't matter if these two items can't be sold. It's just that it doesn't matter whether what is sold is produced by us.
These two items are selling like hot cakes now. As long as you are not blind and can see it, someone will definitely build a factory and want a share of the pie. Moreover, these things are also mass-produced abroad. Now that the market is open, there will definitely be people who import them and sell them."
"What should we do? How should we market it? Do we need to set up a brand?" Huang Shengming was a little worried. He knew exactly how much rubber the Lin family had saved, otherwise he wouldn't have been in a hurry to make any soles.
“Anyway, we just keep building, and before the market is saturated, we try to distribute as much as possible, and we can earn as much as we can.
In addition, before the market is saturated, the ready-made garment market should be opened as much as possible. Elastic bands are suitable for large-scale application in ready-made garments. If they are bound to the ready-made garments for sale, they will have greater risk resistance.
There is not much need for marketing, but you can establish a brand, try your best to control product quality, and establish an image of superior quality for the brand.
In this way, when the market is saturated in the future, the quality of newly opened factories will definitely be varied, and brands will not be able to compete with us, and they will definitely be able to occupy part of the market share.
By the way, there will definitely be products counterfeiting our brand, remember, don’t crack down, just let them do what they do.”
"Why do we allow others to impersonate our brand?" Huang Shengming really can't understand this. Is it because he is afraid of offending others?
"Master, although these two things can make a lot of money, it's not a big amount. There may be a lot of people who want to get a share of the pie, but those who can shamelessly pretend to be someone else's brand shouldn't have much power!
"
"Uncle Huang, you are mistaken. I am not afraid of offending people, I am just taking advantage of them. We"
After listening to Lin Mo's tricks, Huang Shengming was speechless. This method of attacking and excluding peers and occupying the market is really "smart".
"Also, there will definitely be people pretending to be foreign brands, and we can help them secretly to combat these infringements!"
Foreign brands: Thank you so much
Lin Mo's method is to take advantage of the Lin family's advantage of occupying the market first. The brand's reputation is higher than that of other factories that entered the market later. Consumers will definitely be willing to buy familiar brands.
Those who entered the market late must have wanted to build their own brands. The Lin family allowed those counterfeit goods to flood the market, compressing the living space of those new brands so that they could not compete with the Lin family.
Ending the topic at the right time, Lin Mo compared his memory and drew some schematic designs of mature clothing and shoe styles from later generations to provide reference for the Lin family.
The door to the "Ka" reception room was opened, and Lou Shaoguang walked in with a smile and said, "But I haven't seen you for a while. How are you doing?"
"Okay!" Lin Mo stood up and said hello, helping Uncle Lou to the main seat where he was sitting.
Why do you say it's Lao Jianghu? Facing Lin Mo's outfit, Uncle Lou was completely indifferent. He didn't see it, didn't know, and didn't ask anything.
When Huang Shengming saw Lou Shaoguang arriving, he and Lin Mo were chatting about the same thing. After saying hello, he said he had something to do and left, leaving space for the two of them.
The two chatted for a while, and Lin Mo asked about the business of coming today and whether the Lin family had enough cash reserves. Although Lin Mo knew the general situation, since the Intelligence Department was not at ease, he could only come to confirm.
one time.
As expected, although most of the Lin family's funds were used for silver speculation, they still retained sufficient cash reserves to carry out transformation and cope with emergencies.
Although the transformation cost a lot of money, the cash reserves not only did not decrease, but also increased a lot. It was mainly earned from the two businesses of elastic bands and rubber bands. The main reason was that rubber was too cheap, and the Lin family piled it up in the warehouse.
It didn't cost much to make a lot of them, and the profits were huge.
Uncle Lou knew more about the situation at home than Huang Shengming. After Lin Mo learned about it, he knew that the progress at home was basically going smoothly and everything was progressing steadily, so Lin Mo felt relieved.
After understanding the matter, Lin Mo didn't stay here any longer. He called Zhu Zhu and the driver who had nothing to do, and left the business.
After Lin Mo left, Huang Shengming immediately went to Uncle Lou and reported to Uncle Lou one by one what Lin Mo had told him.
"What do you think about promotion and marketing?"
Alas, Huang Shengming didn't understand. Isn't this the young master's reputation that we should care about? Why did he care about marketing instead? But since Uncle Lou asked this, he didn't talk too much and said some of his opinions, which were mostly positive.
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"It seems that you have a very deep understanding of this! I think you will be solely responsible for the promotion and marketing work in the future?"
"No problem!" Huang Shengming agreed immediately. He felt that the job prospects in this area were very broad.
"You can rest assured to do it. No matter whether the Lin family transforms or not, or how it transforms, one thing remains the same, and that is to sell things, and this aspect of your work is indispensable.
In addition, I would like to give a warning to those guys in the business who have been absent-minded recently. The Lin family will expand their business in the future. Not only will the business not be abolished, it may even expand. I want them to do their jobs with peace of mind and not to worry about me.
