"If we talk about brand value, I understand. Yes, although our company is not big, but due to a series of coincidental factors, the popularity and reputation of our Dongqi Shoes Industry are pretty good in China. If we look at it alone,
As for our brand value, I believe it when you say 500 million." Wang Xudong suddenly understood and nodded.
"Brand value is also a part of your company's value, and it's still a very important part. It's just that others are part of it, and you are almost the whole company."
Wang Xudong smiled awkwardly and said: "That's true. Our company has a great reputation, but in fact it has a weak foundation."
"This is your company's problem. Brand value is what all companies dream of, because everyone knows that brand value is actual value, and brand value can also act as a lever, which is far more effective than actual value.
But when it comes to you, it's just the opposite. You have brand value, but the company doesn't get the value it deserves from the brand value, which shows that you have big problems in business management."
"Sister Guo, please tell me in detail, be specific." Wang Xudong asked seriously.
"To put it simply, to be more specific, you are starving while guarding the golden mountain."
Wang Xudong leaned there, lit a cigarette and smoked. He had indeed never thought about brand value. There was no such thing in his concept. This was the first time he heard this from Guo Yu today.
word.
"I probably understand what you mean, but how can I avoid starving while guarding Jinshan?"
"This is very simple, just realize it."
"Cash in?"
"Yes, you have to learn to realize the brand value you own into real asset profits that you can hold in your hands. This is realization."
"Now I understand everything, but Sister Guo, I don't know how to realize it. Although I don't understand it so thoroughly, I roughly understand the meaning, which is to increase investment while the brand is famous and booming. I
This is what I did. Just last year, I opened three stores and the company's scale expanded a lot. This year, I also plan to continue to increase investment and publicity. The company is planning to expand this year on the original scale of the company last year.
Doubled, and we are planning to enter Hong Kong and Macau this year." Wang Xudong introduced the company's development to Guo Yu.
"Not enough, far from enough." Guo Yu shook his head and continued to ask: "How much value can these investments you mentioned create for you? Can it create a value of 100 million?"
"Well... 100 million is a bit difficult."
"That's not enough. You are still starving while guarding the golden mountain. The brand value we are talking about here is not the kind of brand value that economists talk about. The brand value I am talking about is what I mean.
The intangible brand influence, appeal, publicity and reputation that your brand Dongqi Shoes has, Dangdang, is estimated to be worth 500 million. And if a smart person knows how to get rid of these 500 million,
If leveraged, a brand value of 500 million can create an actual value of 1.2 billion. No matter how bad it is, a brand value of 500 million can be exchanged for an actual value of at least 500 to 600 million. You take
The final realization of a brand value of 500 million is planned for tens of millions, which is really a waste of resources and opportunities."
"I know, but my industry is somewhat special. What I do is high-end customized luxury leather shoes. How should I put it? The entire market is only so big. Maybe the Calais market in China is only a billion or so.
After all, there are only a very small number of people who can afford and want to consume high-end customized luxury leather shoes. It is too difficult to become bigger, so this year we still want to expand the market on the basis of further laying out the market.
, starting this year, we began to enter other leather goods markets. We began to make men’s and women’s shoes, as well as leather belts and other products. We will try our best to expand the market.”
"What you did is correct. The market being too small is not the key to the problem, nor is it the reason. If the market is too small, then expand the market. However, your direction is right, but your steps are too small, just like
As I just said, if you want to guard a brand value of 500 million, not to mention how to leverage it, at least you have to set up a game of 500 million to make full use of your brand value, consume the brand value, and make the brand value fully
Realization. Brand value will not disappear because you realize it. On the contrary, it will be further improved because of your increase in investment and accurate operation. This is a hugely profitable thing, so I said before that brand value is something
It is what all companies dream of. But on the contrary, brand value is also a time-sensitive thing. Now your brand value is here. After this time limit, if you don't use it, its value will gradually shrink.
Until it disappears. Therefore, if you want to develop further, you must seize this opportunity as soon as possible. This is a once-in-a-lifetime opportunity for you and your company."
"Sister Guo, to be honest, I can't think of any other way. The market is only so big, so I have tried every way I can think of."
"This market is so big. You can jump out of this market and explore other markets. As you just said, you think the market for leather shoes is too small. Aren't you ready to explore other markets? Leather bags cover the entire leather goods.
Right? It’s just that your steps are too small and your market development is too small. You have to develop a market that can absorb your brand value. It’s like a camphor tree. You raise it in a pot.
Here, even if you keep fertilizing it, it won’t grow into a towering tree even if you give it a hundred years.”
"I understand this, but I really can't think of any other way."
"It's not that you haven't thought about it, but you haven't thought about it. Let me help you think about it... Look, you just said that you are only doing customized luxury goods, right?"
"Yes, our brand only produces high-end customized luxury goods."
"Okay, then you can enter the high-end luxury goods industry, not just customization. This market is much larger, enough to absorb the brand value you have now." Guo Yu thought for a while.
"Ah...this...I never thought about it. I understand what you mean. What you mean is to let me make high-end luxury leather goods, just like some European luxury goods. A bag worth tens of thousands of yuan, a few
For a pair of shoes worth ten thousand yuan, we don’t do customization, we only sell them exclusively, right?”
"Yes, I haven't specifically learned about this industry, but I think the market is definitely huge. In addition, you have huge brand influence, so it shouldn't be difficult to do it, and it will be very easy to monetize it." Guo Yu nodded.