Before this female Apple executive was poached by Cook to help him sell iPhones, she was a well-known "devil" in the fashion industry, taking over the endangered old luxury brand Burberry in 2006.
Burberry found Angela and wanted her to take over and lead Burberry out of decline.
Before she took over, LV’s revenue was almost 12 times that of Burberry. After Angela took over, under her leadership, Burberry successfully rebranded and returned to the front line of luxury goods. Eight years later, this luxury brand
It turned the tide from a desperate situation and increased its market value to 255%, with annual profits exceeding US$3 billion.
Angela also became the highest-paid CEO in the UK at the time with a salary of US$26.3 million. By 2013, Cook lured her to Apple to sell iPhones, and gave her an annual salary of US$73.32 million.
, which was 8 times Cook’s annual salary at the time.
Under Angela's leadership, the iPhone has been built into a luxury product in the mobile phone industry, with prices getting higher and higher. At the same time, Apple's market value has been pushed up to the trillion-dollar level.
iPhones are getting more and more expensive as they sell, so it’s a woman who gave Cook the courage to raise the price.
She is a woman inside Apple, executive Angela Ahrendts; she is also a woman outside Apple, a loyal female Apple fan.
The "beauty scandal" of the iPhone broke out, and people were madly criticized when they discovered the automatic beauty function of the camera. But of course women who love selfies have to take beautiful photos. Otherwise, why are various photo editing tools so popular?
Because there is demand in the market, supply will inevitably arise.
Cook said that the only way to do this is to capture female fruit fans.
Obviously, Apple has never forgotten the customer positioning of its products and accurately grasped it, so Apple has achieved commercial success and it is a huge success.
All parties have badmouthed Apple every year, but Apple's market value and profits have been pushed up every year. Therefore, no matter how badmouthing or criticizing Apple is, after returning to rationality, we have to face up to its status as the world's first company with a market value of over one trillion.
The strength of the U.S. dollar for tech companies.
They all say they miss Steve Jobs and criticize Apple for losing money under the leadership of Cook. But in fact, apart from the melon-eaters who don’t know the truth, the people who criticize are actually the most envious and jealous. They are actually also anxious.
They impatiently want to look like someone they hate. Maybe the reason they complain is because they are not that person.
Therefore, people complain about Apple mobile phones every year, but as soon as a new Apple mobile phone is launched, a large number of people will follow suit.
For example, bangs→_→
She says no with her mouth, but her body is very sincere.
After all, whether you criticize or criticize, you must not struggle with money. Who makes Apple really make money? Businessmen are all profit-seeking. Setting the pace is for the sake of profit, and following the trend is still for the sake of profit.
But in any case, for Ye Hua, he is a rational entrepreneur. Apple’s huge commercial success is worthy of his study. Angela Ahrendts, a fashion expert, enters the technology world, and Apple sells
is so good, she is indispensable for the series of reforms in the iPhone sales department.
Cheng Yangze is a bit like Angela Ahrendts. They also crossed over from the fashion world to the technology world. Ye Hua really has high hopes for him.
At this moment, Cheng Yangze also saw this and fell into some careful thinking.
After a long time, he showed a firm look on his face and said: "I think, no, I strongly suggest that phc should build offline stores on a large scale and invest heavily in building high-end quality offline experience stores."
Ye Hua nodded and did not speak, but looked at him and continued to wait for the other party to continue.
Cheng Yangze has been in the luxury fashion industry for a long time. He quickly formed a rough and clear general idea in his mind, and briefly described it for Ye Hua, saying:
"I hope that in the high-end quality offline stores we build, the store clerks should not be defined as salespeople, but as brand ambassadors, creating a high-quality brand experience, and everything will follow. To use a popular saying
Said: Plant a plane tree and the phoenix will come."
Cheng Yangze definitely doesn't understand technology. He is a pure and thorough layman in terms of technology development. However, Coastline Company does not need him to manage technology. He only needs to do his best. There are a large number of engineers in the company, and Ye Hua himself
He is a technology guru.
But when it comes to marketing, and it is in the field of luxury goods in the fashion industry, that is Cheng Yangze's special skill. As soon as the conversation started, it was in the field he was best at, and he immediately started talking non-stop.
"...I think that if you use the concept of luxury goods to build phc's offline store, then this offline store must not be positioned as a store selling things, it should be a new community center and place where people will
Chatting, making friends, participating in activities, buying and selling things are secondary here, at least we have to create such an atmosphere. Therefore, phc offline stores also need wireless networks, tables and chairs, and the experience of providing various products
.”
Ye Hua no longer had any doubts and immediately made a decision: "Lao Cheng, you will take care of the PHC offline store. Come up with a specific plan for me."
Unknowingly, the two had been discussing for almost two hours. Qiao Wei from the assistant office next door came here again and reminded Ye Hua that the meeting time was coming soon.
A few minutes later, he and Cheng Yangze took the opportunity to go to the high-level conference hall. Ye Hua presided over this temporary internal meeting to discuss the PHC business issue. This is the most important thing for Coastline Company at the moment, and all focus must be on the PHC business.
and its related businesses.
Especially marketing!
Ye Hua officially announced the appointment of Cheng Yangze as senior president of Coastline Retail at the meeting, and required that 79 phc offline stores and their supporting facilities be established in major cities across the country before the release date of phc, and be completed globally within two years.
It has 215 offline stores and supporting facilities, and manages 35,000 to 50,000 retail store employees.
If we look at the number of employees in Apple's offline retail stores, the 35,000 retail store employees are just over half of Apple's. Apple's current retail store employee base has reached 75,000.
No wonder Cheng Yangze said that building high-end offline stores and taking the luxury route require large-scale investment. The number of employees hired alone is a huge amount of expenditure.
The PHC offline store that Cheng Yangze imagined was not just a store with a few salespeople. What he wanted to create was a community center and place where people could chat, make friends, and participate in activities.
That definitely requires people, and to create a strong social atmosphere, more people are needed. The expectation of 35,000 people is probably just a conservative estimate. In fact, it will only be more, and it may increase by 15,000 people.
This is a long-term long-term plan. Ye Hua just puts forward the basic framework and makes decisions. The people below will handle and implement it, and he only needs to wait for the future results.
…
At about 19 o'clock in the evening, in a guest room of a five-star hotel.
Robert Iger was sitting in the living room, staring at the laptop in front of him. At this time, a phone call came, but his attention seemed to be too focused on the computer screen, so that the phone rang for a long time without answering.
On the computer screen was the latest news, which was industry news on Coastline Company's PHC pre-sale sales.
In fact, at noon, Coastline Company had already announced the 24-hour pre-sale data of PHC on its official website and official blog, which was soon widely reprinted and reported by news media in the industry.
You must know that a large number of people are looking forward to it now. There are many people who are looking forward to the pre-sale of PHC, and there are also many people who are looking forward to the big sales of PHC.
Now, the news has come out that pre-sale sales are nearly 200,000 units. This data undoubtedly shocked the industry.
At the same time, most of the people who were looking forward to bleak sales of PHC gave up, while those who were looking forward to a new trend in the PHC field and taking advantage of the situation to flex their muscles were extremely excited.
When the wind blows, pigs can fly!
It's really a strong wind and the pigs are flying!
Can you not be excited?
Speaking of which, Robert is actually one of those who hopes that PHC pre-sales will be dismal. Only in this way can his own interests be consolidated, but this result did not go as expected.
A pre-sale of 200,000 does not seem like much, but it is a pre-sale!
And this is a pre-sale price of 50,000 yuan per unit. Based on this base number, big data can accurately analyze the actual sales volume in the future, and even if there is a deviation, it will not be much different.
This means that the annual sales volume of PHC is enough to exceed 10 million units.
As time went by, the call came for the third time. This time Robert Egger finally heard someone calling. When he answered the phone, he heard a voice: "Mr. Robert, it's almost eight o'clock."
"Well, I'll be there right away."
After a simple response, he hung up the phone, immediately closed the laptop, quickly tidied up, and left the hotel room.
This cocktail party tonight is very important. It was originally prepared two days ago, but Ye Hua declined the invitation, which directly caused the Hollywood big guys to stare blankly. The real owner didn't come, so they had to give up, so they waited here for a long time.
It took two days.
Everyone is busy, but what can we do? Although I was very unhappy, I still waited for two days.
