Landmark Plaza is located on Pedder Street in Central. It is the home base of the British-owned Land Corporation. There are seven first-class super buildings nearby; it is the heart of the Central District and the kingdom of Landmark.
The Landmark Plaza covers an area of more than 30,000 square feet, with a total of 5 floors of platforms, two of which are basements. All platforms are equipped with boutiques and restaurants of different styles. Various performances can be held in the center of the square - fashion shows, music
Conferences and exhibitions, etc., are surrounded by coffee galleries and teahouses, and the upper cover is covered with light-transmitting fiberglass, making it a high-end shopping and entertainment venue in the central district.
Connected to it are two high-quality buildings of Landmark - Gloucester Building and Duke Building. The two buildings are connected to Landmark Plaza. Both buildings are 47 floors, with a total rentable area of 1.2 million square feet.
It can be said to be one of Land’s core assets.
The high rent in such a high-end shopping and entertainment venue has not deterred the Jeanswest brand. Jeanswest has a store here covering an area of 850 square feet.
As a store clerk of the Jeanswest brand, Ali is busy at the Landmark Jeanswest store. Unlike store clerks of other brands, the clerks of the Jeanswest brand are very efficient at work and focus on the development of this aspect.
From the moment the customer enters the store, they will say with a smile: "Welcome to Jeanswest!" After that, they will no longer take the initiative to recommend and let the customer choose by themselves. The purpose is to prevent the customer from feeling pressured and making random choices.
visit and selection.
And these clerks have a lot of work, because most of the clothes in JeansWest stores adopt the layout of stacked shelves, so that the store is a warehouse and can store several times more clothes than a normal store (this saves warehousing expenses). The same style
, different sizes are marked with labels, making it easier for customers to choose. Of course, there are also models and posters nearby for display, as long as there are also hangers hanging for display.
Because of this, in order to provide customers with a better experience, the clerk will immediately refold the messed up clothes after the customer has selected them. Not only that, this job is not the most important job of the clerk, they need to be ready at any time
Observe the guest's face and actions. If you find that the guest has a need, you need to go there as soon as possible without any conditions.
In this way, customers can choose whatever they want in JeansWest stores without any pressure; if they need help from store staff, they can get help in time.
Such a strong service capability requires the Jeanswest brand to pay a large amount of training fees every year, which accounts for about 5% of employees' salaries (paid by non-employees).
Ali is indeed very busy. The sales volume of the Landmark store has always been among the top three JeansWest brands. With its comfortable fabrics and quality, JeansWest casual fashion has been sincerely loved by the public, and transactions in the store have not stopped throughout the day.
Although Ali is just a shop assistant, she has also compared several casual fashion brands on the market, and Jeanswest has the advantages of better quality and better comfort for clothes of the same price.
Although she is very busy at work, Ali does not have too many complaints because her salary is at a high level in the same industry. As a store clerk, she needs to participate in more than 200 hours of training every year. There will be instructors to teach them and group tours will be organized during the period.
Building activities is quite easy and meaningful.
What's important is that the company promises that every store employee has the opportunity to be promoted. There is no limit to the room for promotion. The highest level can be the top of the brand or even the top of the group. This gives hope to many people who are just store employees, and this is actually the case.
, the company will make selections every month, and this is one of the assessments.
Ali heard that the once ordinary store clerk was promoted to the position of deputy store manager. If the company opens a new store, he may be entrusted with important tasks.
The job is high and the promotion channels are bright, which naturally attracts the clerks to work hard.
“Welcome to Jeanswest”
Ali saw a fat man walking into the store with some arrogance, looking like he was not easy to mess with. However, she did not hesitate because of this, and greeted him politely and gently.
Feili Lao brought a senior executive to the JeansWest Land store. Recently, after careful investigation by the senior management, the report shocked him; JeansWest brand is the best in all aspects among the casual fashion brands in Hong Kong!
In terms of quality: The Jeanswest brand relies on the high-quality production system of the original crocodile shirt and established a specialized research and development institution, putting the comfort and quality of the fabric first.
In terms of services: Jeanswest brand promotion, an employee needs to receive 236 hours of training every year, hire industry mentors, have a dedicated training base with complete facilities,
In terms of stores: Jeanswest brand is extremely innovative in terms of store decoration and product placement, which shocked the industry.
Coupled with the fact that Giordano, which had been growing rapidly, suddenly stalled, Feili immediately realized the seriousness of the problem; importantly, Jeanswest opened stores very quickly, with one store opening almost every month, which made the industry
people are in danger.
Fast, ruthless and fierce have become the signatures of Lin Zuhui's business.
Originally, the leaders of local casual fashion brands have always been Giordano and Shibaolong; now the rise of Jeanswest has suddenly made both companies feel a chill down their backs.
As soon as he entered the JeansWest store, he looked at the neatly arranged items on the low shelves at the door, and immediately felt a sense of recognition in his heart.
The fat man went straight to the shelves where the clothes were placed and looked at the many clothes on the shelves. However, Jeanswest made full use of the space and put out a style of clothes for display, so that it would not be difficult for customers to get started.
The plastic models and posters in the store also clearly remind customers that this is our style. If you need to choose, the shelf next to it is the place to start.
Feili picked up a set of T-shirts casually. The fabric was indeed comfortable and high-quality. Then he looked at the price. After comparison, he found that the price was actually not cheaper than Giordano. It should be about the same, but he always felt that Jeanswest's fabrics were of better quality.
After all, it has a crocodile shirt background.
He also knows that the Jeanswest brand attaches great importance to the value of the brand, with many stars joining in, and it recently released a philosophical advertisement: Will we change our clothes according to our mood and weather? Will comfortable clothes make us happier? We
Do you wear clothes to hide yourself or to be seen?
He pulled off such a stunt that even the fat Li guys were amazed, Lin Zuhui is indeed a media player!
Regardless of these marketing methods, they can not only promote the brand, but also add a cultural value to the brand.
To put it bluntly, JeansWest takes the affordable price route (mid-range, value for money). Some people originally thought that this brand was a bit low-grade, but because JeansWest has given the brand cultural value, this situation will be reduced.
Feili was not in a good mood, so he deliberately messed up the clothes on the shelves. Then he found that the clerk did not have any dissatisfaction. He only folded them quickly when he left a shelf, and his technique was very skillful.
During this period, Fat Li saw many customers carrying a plastic basket with a lot of clothes in it. It seemed that they were buying for the whole family, and they seemed to be buying a lot for themselves at once.
Suddenly, Feili was in an even worse mood!
"Clerk! Clerk!"
The fat guy is deliberately looking for trouble to see if Jeanswest's service is really good.
Ali came to Feili Lao and said respectfully: "Hello, sir!"
"What's going on? I've been here for a long time, and no one has paid attention to me. How do you provide service?" Feili said arrogantly. His hands were not idle, and he deliberately threw a piece of clothing from the shelf to the ground.
Then he pointed at the waiter to find fault.
"Sir, I'm so sorry! What are your instructions?" Although Ali was afraid of Fat Li's fierce appearance, she still handled various emergencies according to the training methods.
"You're asking me now. It's already too late. With your service attitude, you should close the shop early!" Fei Li was unyielding and continued to lecture the clerk.
Ali first bent down and continued to apologize, and then said: "Sir, I'm sorry, because we at Jeanswest tend to prefer independent shopping. Customers can choose at our place; of course, if you have any needs, we will definitely do it as soon as possible.
Came here."
As the number of people gathered around him increased, Feili couldn't hold himself any longer. He would be in trouble if he was recognized!
"Forget it, forget it, I won't come to your brand again!" Feili Lao quickly led the people away.
A man who looked like a store manager quickly explained to the fat man, and of course the farce ended in the end.
Back in the store, the store manager asked several clerks about their situation and investigated the store's surveillance. Finally, someone recognized him as the competitor's boss, Fei Li. The store manager comforted Ali and prepared to report the matter to
Brand headquarters.
...
But here, Feili Lao returned to the company and immediately began to think about countermeasures.
Unlike Lin Zuhui, he has many industries; not even Baoshilong can compare with him. Luo is one of the four major garment-making families in Hong Kong and made a fortune by reselling quotas.
Nowadays, the Jeanswest brand is getting closer and closer. If he doesn't come up with countermeasures, his Giordano will depreciate seriously. Giordano is all his assets, and he has invested too much in it.
Therefore, he will never give up easily, even if his opponent is very powerful!
He smuggled himself to Hong Kong at the age of 12 and started working as a child laborer. The journey has been difficult. Of course, compared to the hardships on the road to success, having success and then losing it is obviously more terrifying.
Therefore, Feili Lao quickly decided that whether it was an underhanded move or an overt move, he must attack the Jeanswest brand.
Thinking of this, a fierce look appeared on his face. He had been living in society for many years, and he still had a lot of courage.
He first called his senior executives and asked: "Has LEIT Group invested in a clothing factory in Zhongshan?"
The senior executive replied: "Yes, I heard that there is a very large factory with first-class equipment..."
"Okay, no need to say so much!"
The top management suddenly dared not speak. The boss's temper has become worse and worse recently. After all, it feels uncomfortable to go from heaven to hell. Last year, Giordano found a new driving force for growth. At that time, the boss was high-spirited. Now facing the powerful Jeanswest, the boss is already moody.
of people.
Feili Lao said: "Go collect this information, and then find someone to publish it in the small newspapers, saying that Jeanswest's clothing is produced in the mainland, and the quality is defective. Remember, it must be kept confidential, and it must not be one-time use.
Making too much news.”
For Hong Kong people, the quality of production in the mainland is indeed lower than that in Hong Kong, so this is indeed a selling point; in fact, the LEIT Group's mainland clothing factory has not yet started production.
The senior management immediately hesitated and reminded: "Boss, Lin Zuhui is not easy to mess with! ESPRIT's Xing Liyuan suffered such a big loss back then!"
Fat Li said angrily: "That's why I told you to be careful! I'm not Xing Liyuan, I won't be afraid of him."
From Fatty's point of view, he has nothing but the Giordano brand; therefore, if someone specifically targets Giordano, no matter who the opponent is, he will fight to the death.
"Okay, I'll be careful!"
Seeing what the executive said, the fat man's face became a little better, and he said: "Now we are all prosperous and all suffer losses, so we must unite. Of course, buying advertising is just a small way, we still have to actively deal with Jeanswest."
offensive."
"Well, I understand. Recently, the management has been making corresponding adjustments based on the Jeanswest brand."
"We still have a lot of room for improvement. Don't worry, I will never be knocked down."
In fact, Giordano is still the local casual fashion brand with the best sales in the market, but its upward trend has been wiped out by JeansWest. After all, JeansWest has opened stores quickly and has large stores, and it has quickly captured a lot of markets.
However, Mr. Fatty saw the crisis, and he understood the principle of one ebb and flow. When the Jeanswest brand grows, it will have a huge impact on Giordano.
Therefore, he decided to take the initiative and attack in all aspects!