As a designer, Shen Xue's biggest fear is that the things she designs are the same or similar to those already on the market. To put it bluntly, there are people who steal design drawings like those in movies and TV shows, but they are rare. Every designer is not stupid, and they will steal their own design drawings.
The design drawings are well preserved.
But there is another situation, that is, the creativity is the same. There are so many clothes on the market, and there are tens of thousands of clothing brands, large and small, each of which produces an average of about 20 clothing samples every year, which amounts to hundreds of thousands of samples.
It's still one year.
Putting aside the simplest three-stripes design and N design, this is not considered infringement. As mentioned before, Adidas has also been rejected by the International Trademark Office for its exclusive rights to the three-stripes because this cannot be patented by a single company alone.
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There are also the letters N, but I have to say the three stripes and the N. When you think of clothes with three stripes, Adidas will definitely be the first to come to mind, because it was the first to use it on clothes. Nowadays, many small brands are
All kinds of three stripes, and then printing their own brand on the clothes. To put it bluntly, they intend to imitate Adidas.
But if they add their own trademark to it, it won't be regarded as infringement. But now Adidas is also smart and makes the adidas logo on the clothes very prominent. Basically, anything without the Adidas logo on the three stripes is not Adidas. This
It is also the latest strategy of Adidas.
To be honest, Adidas has changed its marketing strategy in order to resist high imitation and piracy, that is, it has launched discount stores and broken code processing everywhere. A pair of shoes often costs two to three hundred, and it has directly blocked the piracy market, leaving them no profit. Now
Those who still spend money to buy high-end imitations are basically buying high-end Adidas and Nike series, and almost no one is doing it in the low-end market.
This trick is used most by Ximi. After Ximi came out, most of the copycat machines went bankrupt and there was no market for them. The products are cheaper and better than you. Many companies will also criticize Ximi. In fact, it is related to the clothing industry, including the clothing industry.
It's the same in the pharmaceutical industry, etc. All the companies that have gone bankrupt in China have one thing in common.
That is to invest all the money in advertising and not have its own R&D. Blue and Green Factory stopped advertising and focused on R&D after the rise of Mi, so it was not eliminated. Otherwise, Blue and Green would have gone bankrupt long ago. Blue and Green's biggest weapon
That’s the cooperation with the three major operators and many offline entities.
But in the years when MiMi rose to prominence, it is unimaginable that the sales of other mobile phones were basically at a negative growth compared with before, so many companies were forced to close down, forcing many companies to reform. Now MiMi has entered the TV industry, and has grown rapidly in just a few years.
It became the domestic sales champion for consecutive years and caused many old brands to close down. Many companies boycotted a certain rice.
In fact, if these resisting companies are strong enough in the research and development of their own brands, Xiaomi will not be able to touch these cakes at all. After these companies make money, they are willing to advertise without research and development. They have already gained popularity in the early stage but still do not carry out research and development. It is really difficult to succeed in this world.
How long will we survive in the era of technological explosion? Including the old brands such as Wenwei, Wenhong, and CL TVs, the 8,000 TVs we bought in the past are basically the most basic TVs, and the so-called intelligent systems are all outsourced to others.
That system is really rubbish.
Then a certain Mi and a certain Wei directly built a real smart system and sold it cheaper than you, which instantly overpowered these brands.
Why don't these companies pay attention to R&D? To put it bluntly, R&D costs are high, but results are slow, and there is a great risk of failure. Therefore, it is better to put more advertising and get results quickly, but this method is no longer suitable for today's market.
Shen Xue's clothing industry is also the same. Many old domestic brands, such as Nanxrenbeixu, etc., have become online products. They sell the right to use the brand to processing factories everywhere, so you will feel that they do everything, and then the quality
It's still average, because they don't even know who is using their brand for what. They just know that if you give me money, I will use it for you. If this continues for too long, these two brands may have no value at all.
The reason why Anta has been able to rise rapidly in recent years to replace Li Ning and become the number one sports brand in China is because of Anta’s content. The content here is design and research and development, and it has accumulated a lot of experience. Previously, domestic brands basically didn’t consider themselves.
For brand development and design, most of them just copy the designs from international fashion weeks or modify them themselves.
But this era has changed. As long as you plagiarize, you are finished. Once the Internet spreads, no matter how big a company is, it is easy to lose. The men's wardrobe brand plagiarized a trendy brand design last year, and then suffered heavy losses after it was exposed.
There are a large number of users, and everyone did not expect that such a big brand would plagiarize the design of a trendy brand of a certain brand. It can be seen that such a large company only invests money in advertising and does not pay attention to R&D and design.
Shen Xue knows that there are more than 200,000 sample packages every year, of which 198,000 are identical or plagiarized, and only two to three thousand of them are original. It is inevitable that most of these are big brands. Shen Xue wants to
What you are looking at are big brands, and you cannot be creatively similar to them. If it is more than 20% similar, your design will be plagiarized.
Many times the idea you think of, the one you think you thought of first, has actually been thought of and done by someone else. It is normal for people to have the same ideas. It just depends on who can be one step ahead of others.
Chen Shi looked at the brands in the mall. Many of them were not big international brands, but some independent brands, some of which were local. The rent in the mall was high, but why do so many independent brands come in? To put it bluntly, the price can be raised, and the other is
We are not afraid of not having any customers. A large part of the customers here are people who have been given shopping mall cards.
The rent in a shopping mall is 300,000 yuan a year. If you rent a shop outside in an average location, it can be purchased within 100,000 yuan a year. The average price of your clothes is 200 to 300 yuan. In the mall, you can price 3000 to 4000 yuan, and then the customer flow
In fact, they are similar. The number of people who shop in offline physical stores is very stable. Some people just don’t like online shopping and enjoy the fun of shopping. These people either visit stores priced at 200 to 300 yuan, or shops with 3,000 to 4,000 yuan.
For these stores that sell three to four thousand pieces of clothing, selling one piece a day is basically enough to cover the rent, water, electricity and labor costs. But as long as they hold joint activities with shopping malls during major holidays, the daily turnover can reach one to two hundred thousand or more.
There will be three or five cycles of this kind of turnover in a year, so if funds allow, many local independent brands will choose to rent stores in prominent locations in large shopping malls and commercial streets.
They don't need agency fees or advertising fees. The only investment is the store. If a piece of clothing is sold for three to four thousand in a shopping mall, they open two or three shopping mall stores, and then open branches in commercial streets and other counties and cities. Then its clothes
It’s worth three to four thousand. The profits of these independent brands are very large. The biggest investment is rent. If they are in the same place as big brands, many people will think that they are big brands.
Chen Shi's clothing brand just takes this route in the early stage, just to seize the market. Some things are determined in the early stage, and it is difficult to change later. For example, a certain meter took the high-quality and low-price route in the early stage. It was really good in the early stage.
, very profitable, but it hit the high-end market several times in the later period, and almost no one paid for mobile phones exceeding 4,000 yuan.
Everyone thinks it’s four thousand, why should I buy you? I’ll buy more big brands, or I’ll pay more to buy a certain fruit, so a certain rice company directly differentiates between Xiaomi and red rice. Xiaomi only makes mid-to-high-end products.
Redmi is a low-end product, but it still hasn’t taken off, which is very embarrassing.
Everyone's positioning of a certain rice is that it is of high quality and low price. It is considered a success but it is good quality and low price. It cannot be high-end because of its good quality and low price.
A certain company made low-end phones in the early stage, and then suddenly transformed. Within one or two years, all mobile phones were sold for more than 4,000 yuan, and many low-end phones in the later period were directly axed. The profit was average in the first few years, but after two years, everyone knew
After finding out that a certain person’s mobile phone is no longer cheap, then a certain person launches a certain model. This is a strategy.
What Chen Shi wants is to set his prices not too low in the early stage, and then open an online store. The online and offline stores are basically the same, and then offer discounts and promotions. Only in this way will there be explosive consumption. For example, if a big brand has a discount, it will
It's 50% off, 30% off, 40% off, and some even 10% off. Clothes originally priced at 2,000 to 3,000 yuan are discounted for only a few hundred dollars. Everyone buys them without even thinking about it. They think it's a great value, and no one will consider it.
price.
Clothes from big brands will not be reduced in price or discounted for two months after they are launched. Usually there will be a 20% discount on a new model. Would you be surprised if I told you that there may only be a few pieces of this new model? This is a good deal.
Yes, and then look at the market response, everyone has market specialists to do research.
If you find that many people are looking at and asking about this style, then mass production will begin in two months, and then you will directly discount it at 30% to 30% off or 50% off, and people will buy it immediately because they feel that this is a real promotion and discount.
After looking around for a few times, Shen Xue found that this year is still in the simple style, European and American simple style, but a few have begun to make Chinese style. In the past two years, many manufacturers have focused on Chinese style, but it is still a niche. Mainly young people like China.
There's a lot of wind, but there's not much purchasing power.
The older group of people focus on business, and these people are high-consumption groups. Therefore, Chinese style has not become popular because high-end brands have always made this a niche product and produced few samples. If several big brands all take over
Chinese style, such as the Converse that everyone talks about, is the former Hui-Alai, but it became popular as soon as people started doing it, and Hui-Alai started to do nothing. They learned to imitate it, and missed the second spring.
"Let's go, there's nothing to see. This year's autumn and winter market is expected to still be simple, and the colors may be warm. But your clothes are designed by Teacher Liu, so you don't have to worry about selling them. Basically, many buyers will buy them for you directly."
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But you can't make too many clothes in the early stage, and raise the price, so that if you sell them, they will be gone. For example, if you sell a thousand pieces and keep two thousand pieces for yourself, when the buyer raises the price, you are selling all the clothes.
Put the goods out so that your clothes will be noticed." Shen Xue said.
Chen Shi curiously asked: "Why are there warm colors in autumn and winter in the second half of the year?" Doesn't Chen Shi understand this?
"Because of depression, many people want to restart this year. The first half of the year has been too depressing. At this time, if you want to withdraw from cool colors such as black, dark gray, dark brown, etc., it will cause some rejection and resistance.
I’m talking about most people, but if you make beige, off-white, pink, yellow, etc., people will be more comfortable with it, because cold colors inherently give people a cold feeling. We as designers
, in fact, the design is changed according to the market.
For example, nostalgia was popular in the past few years, especially in the 80s and 90s. These people belong to the high-spending group and have independent financial control. We have been thinking about it. Hong Kong dramas are the favorite of these people, so we considered overalls.
The clothing of the last century in Old Hong Kong has become popular, and most of the clothing in Old Hong Kong imitates Europe and the United States, so the British style has become popular again.
This year’s warm colors are rejecting coldness, so I think this year’s market may be loose and cute like Korean style. But thinking about our military coats, the military coats of our fathers and the cotton-padded jackets of our mothers, we just need to add some fashion embellishments.
Just change it and change it, because it’s all warm colors and it’s festive.”
Chen Shi finally opened his eyes. He didn’t expect that market research in all walks of life is so accurate. No wonder many large companies regard market research as a top priority. It turns out there are so many things to consider. So what will other industries do this year?
Woolen cloth?
After learning, Chen Shi has to say that everyone has his own outstanding side, but some people don’t tell you, but some people are too familiar with you, and you won’t care about what they say. Think about Hong Kong Island Li
The driver drove for him back then, and then he paid attention to what kind of news and events in Hong Kong Island Li usually liked to watch, so he bought those kinds of stocks and made a lot of money.
Although we are in the information age, the information is fragmented and rarely professional. Therefore, many people chatting with an industry professional will not pay attention to what they say, but Chen Shi will pay attention.
It was already four o'clock in the afternoon after shopping. Shen Xue and Chen Shi went to see a movie. It was almost six o'clock when they came out of the cinema. After the two had some food in the mall, Shen Xue went home and Chen Shi was going
After collecting the rent, I almost forgot about the main business.
Chen Shi made an appointment with a group of people. The location is a newly built office building. This is the East District office type that Wang Zheng mentioned before. It is now fully open for rent. The time is set at eight o'clock in the evening. The reason why it is set like this
It's late, mainly because of the lack of staff. Many people arrived tonight.
Jianghai Innovation and Technology Building is two 36-story office buildings. It was built for four years. Then the capital chain was broken. The Chen family took over and bought them all. After another year of construction, they were all completed and rented out. However, this
For the first time, Chen Shi decided not to rent in the previous way.
The East District is the new urban area of Jianghai City. It was originally intended to be a hotel-style apartment. The developer sold it because the capital chain in other places could not keep up. The Chen family took over and directly renovated it. The theme was an office building.
But Jianghai City is not a first- or second-tier city, and office buildings are not strictly needed in the first place. How to use this? Chen Shi didn't think of it at first, but now that he thought about it, he also knew why his family wanted to transform this place into an office building in the first place.
There is a five-star hotel not far from Jianghai Science and Technology City. Chen Shi booked a banquet hall early, which is enough to accommodate 300 people. In this hall, the minimum price per table is 1888, excluding drinks.
What Chen Shi wanted was the 3888 set menu. All the drinks were priced at over 2,000 yuan, and the cigarettes on the table were from the Nine Supremes.
Chen Shi put the electric car home, and a Hongqi i5 parked in the square of the community, attracting the attention of a group of people. For no other reason, this car costs more than 6 million on the road. These are not the point. The point is that everyone
I know you may not be able to buy this car if you have money.
It requires review, political review and asset review, no matter what the car is like, but now everyone knows that this car is not just a matter of money but a status symbol. The person who drives this car is basically not short of money and has a good background.
After Chen Shi got in the car, the car went straight to the hotel. After arriving at the hotel, Chen Shi took the VIP elevator. Someone was waiting to give Chen Shi makeup, do his hair, and then put on a customized suit. This was the first time for Chen Shi to do this.
There is nothing you can do about being serious. In some situations, you have to make the first impression, especially in crowded situations.
After finishing his hair style and light makeup, he put on a customized suit, shirt and leather shoes. He opened a box and took out a Patek Philippe. Chen Shi looked at himself in the mirror. He was a successful person. He was a kid from a rich family.
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"Brother, I have a wild attitude. I can get this Hongqi car for you. Also, please be careful not to bump into this watch. It belongs to the husband of a female client of mine, and I promised to introduce her to the entertainment industry.
I just lent this little piece of meat to me, it’s worth a million." Hua Guang said, do you still remember him? This is a very wild car salesman.
"You didn't borrow my clothes, did you?" Chen Shi looked at Hua Xin and asked.
"That's not the case. I made it to Tailor Li in Qiaotou for 800 yuan according to your size. What's the difference between this and those big brands? Let me tell you, this set of clothes is custom-made for 2000 yuan.
I introduced a wife to a tailor, and he gave me a discount. The leather shoes were also custom-made and made by a master craftsman. I also introduced him to a wife."
Chen Shi~ "Have you expanded your business again? It's also involved in the entertainment industry. You're also involved in the elderly industry. You're awesome. Okay, I'm going to go on stage. Will those celebrities not come?"
"Don't worry, I've made arrangements. More than one celebrity is my client, my overseas client. Don't worry. If they don't give me face, they won't even think about me introducing business to them in the future." Hua Guang said confidently.
