"Sorey, don't be naive. Feelings are feelings, but you also know in your bones that if you want to become a global leader in the luxury industry, only the tricks of that old bastard Arnault can reach the top. Don't think that I proposed"
If you want to criticize the product line, think of me as exactly the same person as Arnott.
We are all smart people. We should think rationally and not emotionally. We cannot completely deny all his tricks. We cannot just think that "Arnott has used a certain trick and I will not use it at all". That is to tie him up.
My own hands and feet can only remove the bad and retain the good."
Gu Kun was also mentally prepared for De Sole's fierce reaction, so he waited for the other party to calm down a little and calm down before continuing to persuade him.
De Soleil snorted and watched for a few seconds, stroking his briar pipe: "It sounds nice, but who knows if you are boiling a frog in warm water."
"It's very simple. I definitely can't imitate Arnott completely. If I want to be second in the world, I have to make myself a standard-bearer against Arnott. This must be a little different from him." Gu Kun analyzed sincerely,
Also gave an example,
"You French people may not have a history of intrigues, but we Chinese people have a very deep understanding of this truth. Eighteen hundred years ago, China had a short-lived dynasty that was divided among heroes. At that time, there was a warlord monarch.
Said something like this:
"If you act with urgency, I will act with leniency; if you act with violence, I will act with benevolence; if you act with tact, I will act with loyalty; if you act contrary to me, things will be successful." The enemy warlord he wanted to deal with was named Cao Cao, but he was troubled in his early years.
Being homeless and without a stable foundation, if you want to build yourself into the "second person in the world and the first person to resist Cao", you must consolidate your personality of "everything is the opposite of Cao".
I think that a lot of this warlord's strategy was right, but it was too paranoid and ultimately fell short. In reality, just pick a few points that are "contrary to Arnott" and outline the character, but, that's
Every word is unnecessary."
It won't work if you don't carry the flag, and it won't work if you carry it too uniformly.
After saying these words, De Sore finally became less resistant.
"Then tell me what the standard of your principle is. If you want to be an enemy of Arnott, what is your ideal personality?"
Gu Kun confidently blurted out: "It's very simple, groupization, cutting product lines, each sub-brand has its own specialization, this can be learned from Arnott. However, I only cut down contemporary brands, not contemporary brands, so
Just don’t cut off brands whose founders and designers are still alive.
Arnault is known for his lack of emotion in the luxury industry, and I certainly cannot be completely like him. However, a company like Gucci has long embraced capital. It has a history of 80 years. Not to mention that the founder is dead, even the founder’s
My grandchildren are all retired——
For such a brand, do you dare to say that all Gucci product lines were created by Mr. Gucci before his death? Do they have his design genes? I dare not. Many product lines that are not competitive enough are meant to make the company bigger.
After that, I thought that I would bring goods along with me, and it would be useless if I didn’t do it, so I started to open it one after another.
For example, Gucci has been making cosmetics for less than 30 years, which is nothing compared to the 80-year history of the entire brand. Now these cosmetics, especially perfumes, are really not competitive. After I integrated them, I packaged them
Why not ask the receiver to cut it off?
Besides, I’m not cutting it off casually. If there are no other subsidiaries under my group that are doing well in the field of perfumes and cosmetics, and only you, Gucci, are half-baked, there is no chance of success, then I won’t cut it off.
Small ones are also meat. It doesn’t cost much to promote, and you can earn a little by just lying around.
Only when the product matrix of other sub-brands under my group reaches this level, will I consider cutting you off, and with the breadth of my current layout, you don’t have to worry about this for at least five years."
The person who is hacked to death is not the healthy artist. This is the "chivalrous character" Jianghu image that Gu Kun sketched for himself.
De Solet thought about it carefully, and it seemed that it was a bit unreasonable. If Gu Kun could adhere to this principle, it would really be possible to set up the flag of "Arnault's biggest competitor".
The luxury industry, artists, and designers generally talk about feelings, so they boycott Arnault. However, due to emotion and reason, feelings are not discussed indiscriminately.
If the founder and designer are alive, they must be sentimental. If the founders die and are left to professional managers, then the professional managers are just businessmen, not artists. You can't bear the vulgar existence of businessmen.
Now that you have embraced the financial capital market, what qualifications do you have to ask others to be treated with affection?
Sorey thought about this and asked in response: "So, when you praised Giorgio Armani, you never mentioned 'cutting off uncompetitive product lines'. When you come here, you act wild because you think he is an artist and I am a businessman."
, merchants are easy to buy with profit?"
Gu Kun smiled and said, "No way, don't think of people in such a dark way."
Solei: "Even so, I think your character design is not sentimental enough - you should at least take those businesses that are still family-run businesses inherited from their fathers, even though the founder artist has died, from your
It's exempt from the butcher's knife, otherwise it doesn't make sense in principle."
Gu Kun thought for a moment and immediately expressed his repentance: "Yes, you think more comprehensively than me. Although some artists have died, as long as the companies they leave behind adhere to the inheritance of artistic concepts, I should indeed open the network
At the same time, I want to buy people's hearts. Well, it's not limited to sons inheriting their father's business. As long as the person at the helm of the company is a master-disciple inheritance, orderly and has not entered the capital operation mode, I can be open to it."
After the correction, the attitude became "I just don't talk about feelings with the professional manager team", they are pure businessmen.
Sorey didn't want to dwell too much on this word game, so he moved on to the next topic: "Let's not talk about this, let's talk about 'if Gucci accepts your transformation on the elimination of product lines', what are the benefits? Can you be like
Like Arnott, are you trying to get the most favorable treatment for operating costs?"
Gu Kun: "Of course, there is no doubt that concentrating it under the name of a large luxury group will first greatly reduce the operating store costs of each sub-brand. And each sub-brand only retains the world's number one in its field.
, by opening specialty stores in the most competitive categories, the group will have more confidence to ask the other party to waive store rent. Arnot has been gradually trying this logic since 1996, and I think you can understand it.
"
Men may be confused about this issue, mainly because they never shop.
However, even men will sometimes feel strange if they use their brains a little bit.
For example: in those luxury boutiques on the first floor of Yintai/Wandamao/Wanda Plaza, no one seems to sell a few pieces of clothing a year? Those big French and Italian brands are so expensive, and the import tariffs are so high, who would be so stupid?
What about buying offline in domestic shopping malls? Is it not good to buy in duty-free shops when traveling to Japan, South Korea or other foreign countries?
Even in today's world, if the Chinese want to buy Armani or Gucci, they will probably buy it when traveling to Lanzhou. Then when they return home, they will put on five or six sets of extremely luxurious clothes in three layers, and carry the goods back with them.
So those people who opened boutique stores in Yintai Wanda with huge gold store leases, didn’t they lose money?
But the truth is that these big brands will never lose money, because the top big brands don’t have to pay rent to open their stores.
This is an operating model that has only evolved in the 21st century in industries such as shopping malls.
Just like in 2020, due to the outbreak of the plague, many people are saying that "the catering industry is over, and a wave of bankruptcies is coming. If we don't open for a few months, we won't be able to afford the rent."
But in fact, looking through the financial reports, only the so-called "Internet celebrity brands" such as Meizhou Dongpo Pork and Xibei Noodle Village are overwhelmed by rent. And they are also said to be "cost-pressured and have to increase their prices."
"Haidilao, in fact, the rent cost in the financial report only accounts for 0.8% of the company's total operating costs——
Because Haidilao has become "the best in the country" in the hot pot category, and its stores are high-quality products with a small number of stores, many shopping malls hire Haidilao to open stores for free. They have zero store rental costs.
.The 0.8% rent cost of the entire company is composed of the rental cost of office space at the headquarters and various offices.
Of course, Haidilao is not very impressive, because after all, they have maintained their noble status of giving away store rent for free by relying on their "high-quality products/few stores". Even more awesome are KFC, Pizza Hut, and Starbucks, which open stores on bad streets.
When entering a large shopping mall, you still don’t need to rent a store. Large shopping malls rely on these facilities to attract traffic. It’s the same principle as when a website attracts traffic, “the Internet celebrity’s money will be returned in full, and the money spent on the street will be divided into 30 and 70.”
(Note: You still have to pay money to rent a KFC store on the street. The free ones mentioned here are only for the shops inside the shopping mall. The owner of the shopping mall will waive the rent for this part of the store and use it for other unknown brands.
For example, there are a total of 6 restaurants in a shopping center, 1 is a KFC, and the other 5 unknown stores. It is equivalent to each of the 5 unknown stores paying 1.2 times the rent to support the KFC.
.)
Store rents are collected from small merchants who are not well-known and rely on the masters to attract traffic to this mall before they can sell some goods.
In the same way, luxury brands, before the 1990s, when each company was working alone, had very low bargaining power in negotiating rent-free rent with large chain shopping malls. At that time, both Gucci and LV had to give
Opening a shop with rent.
Arnott's crazy reorganization of LV and Dior, and only after the merger and acquisition, the "rent-free for big brands" model was born around the world.
It can be said that Bernard Arnott is the originator of the business model of "repaying the money from Internet celebrities in full, and dividing the money spent on the street in 30/70".
From now on, it is no longer each specific luxury brand that negotiates with shopping mall chains, but giant groups like lvmh come forward to package and configure the products for easy negotiation.
The premise is that lvmh must be integrated internally, so that "every sub-brand store subcategory I take out is the first in the world in this category, or at least equally ranked first in the world", and then
Only shopping mall chains are willing to give you discounts or free rent.
If Dior doesn't cut off uncompetitive sub-categories such as bags and clothing, and requires them to allocate some space to bags and clothing when opening a store, then the shopping mall chain giants are not stupid and won't let you use this garbage.