Yanai was listening to the report of his subordinates seriously, with unpredictable facial expressions, but when he heard his subordinates mentioning that 'JEANSWEST' Jeanswest already has 80 stores in Japan, he couldn't help but interrupted: "Why did they suddenly develop?"
So fast?"
The subordinate bit the bullet and said: "I don't know the specific situation, but they have added about 30 stores this year, which is indeed extraordinary."
Yanai stood up and paced back and forth uneasily. How could a Xiangjiang brand develop so well in Japan? Uniqlo only has 115 stores.
These are not the key points. The key point is that the market positioning of the two companies is the same, but there are many aspects of Jeanswest that Uniqlo can learn from, and what Uniqlo does well, others also do well.
"What do you think is Jeanswest's biggest advantage over us?"
The subordinate thought for a while and said: "It is about the supply of goods. With their large factories in mainland China, they can reduce costs, and through Hong Kong's re-export trade, they can reach various places and cities in Asia as quickly as possible."
Yanai Masaru's eyes lit up and he said: "What you said makes sense. Did you find a problem? It only takes 1 to 2 months for Jeanswest to put the popular styles and elements in Europe and America on their shelves across Asia. This is
It’s unimaginable. Generally, it takes six to eight months to replicate a popular style. Even for us, it takes three to four months.”
The subordinate nodded and said: "As far as I know, Jeanswest is currently positioned as a 'popular model', and their Giordano brand is more popular in Europe and America. But they are indeed excellent, from design to production to display.
Loading the containers is really efficient.”
Yanai Tadashi nodded. He thought this was a difficult opponent. The group's brand of crocodile shirts had been expanding in Japan as early as the 1980s. Now, JeansWest, a 'fast-selling brand', is also expanding in Japan. It is obviously not to be underestimated.
peep.
Even some of Uniqlo's core strategies are "learned" from Jeanswest. For example, when Jeanswest opens stores, they usually choose large stores and shopping malls.
Yanai Tadashi decided to hold the meeting and said: "Since they are a difficult opponent, we must take it seriously. I decided to go to China to investigate and strengthen our product supply by opening factories in the mainland. At the same time, we
The speed of opening stores must also be maintained at a high speed, and we strive to open 200 stores next year and 300 stores in 1997. After all, they are not a Japanese brand, and they can't compete with us there."
"Hi"
Tadashi Yanai is really powerful. He quickly analyzed the strengths and weaknesses of both sides and implemented targeted strategies.
........
Hong Kong, LEIT Group.
Lin Zuhui was in the office, holding a light green polar fleece sweater in his hand, and there were several pieces of different styles and colors on the table. He was in a very happy mood. This was one of Uniqlo's winning magic weapons and an important contributor in his previous life.
, with its single product, it has driven the NB category of the entire brand.
The polar fleece sweater is known as the "poor man's mink". In the cold winter, it is simply a possibility that "everyone has one", provided that the cost is reduced.
"Has the cost accounting been calculated?" Lin Zuhui was very concerned.
"More than 1 million pieces, the cost of each piece is about 80 to 85 Hong Kong dollars (factory cost price). If the market price is 20 US dollars (156 Hong Kong dollars) per piece, it is only one-fifth of that in Europe and the United States." Chen Shiwen said excitedly.
They cost around US$100 each in Europe and the United States, and people wearing polar fleece sweaters in Europe and the United States are no less majestic than people wearing mink coats in later generations. When polar fleece sweaters came out, even the US military started purchasing them.
This thing is very warm and comfortable to wear. The only drawback is that it contains static electricity.
Lin Zuhui nodded and said: "This winter, it will be our JeansWest 'store treasure'. Based on our current more than 160 JeansWest stores around the world, there is no problem in selling more than 3 million pieces this year. So, you have to prepare.
Focus on all aspects, and use single products to promote the improvement of the entire brand."
Chen Shiwen said: "What if a brand wants us to OEM?"
Lin Zuhui said with a smile: "That's no problem. After all, the OEM fee can be set at 150 Hong Kong dollars. In this way, no Asian brands will want us to OEM, and European and American brands can also make a lot of money with this cost.
Full."
Chen Shiwen said: "Then we may have to produce at least 10 million pieces this year. Fortunately, our mainland factory is big enough."
For the technical research and development of polar fleece sweaters, LEIT Group has invested tens of millions in research and development funds. Fortunately, no one has applied for a patent for polar fleece. This makes Lin Zuhui feel a little incredible.
It turns out that the inventors of polar fleece did not apply for a patent. They confidently believed that those who imitated would always be left behind.
In fact, LEIT Group was about to teach him a lesson. Not only did the group develop polar fleece quality that was comparable to Europe and the United States, but in terms of style, Lin Zuhui even relied on some memories to provide some suggestions to the designer.
In terms of technology, except for the raw materials provided by Toray of Japan, the rest is its own technology. As for Toray, a huge supply contract has been signed, not to mention that no one has quickly developed polar fleece in a short period of time.
.
Several polar fleece models will be released this year, and 3 million pieces may be an underestimate, but it is possible. You know, in the previous life, UNIQLO sold 40 million pieces in 3 years. Of course, at that time, their stores were around 56
About a hundred families.
This does not include OEM. It is said that more than 100 million pieces can be produced in three years, including those of OEM!
The LEIT Group is the largest OEM in Asia. It initially relied on its crocodile shirt manufacturing system to have many customers.
Therefore, this year’s production target of 10 million pieces is still possible.
Lin Zuhui finally said: "When selling this item, remember to match it on the 'model' and lead the trend of polar fleece sweaters in Asia through display."
For this single product, JeansWest has been expanding its stores crazily over the past year, adding almost 70 or 80 stores. South Korea, Japan, Taiwan, and the Mainland are important development areas. And this number will continue to increase, striving to increase by 50 every year.
More than one store.
If we want to say which group company of Lin Zuhui has the largest increase in turnover, it naturally belongs to LEIT Group. After the opening of the mainland market, the entry of the New Era Group's clothing brands is like an adult bullying a child, occupying the dominant position in the mainland brand clothing.
Of course, LEIT Group's production base is in the mainland. With its overseas exports and OEM services, it has added tens of thousands of jobs and a large amount of tax revenue to the mainland, and has become an enterprise that the government focuses on.
Although Xiangjiang businessmen have many garment factories in the mainland, they are all small and medium-sized garment factories, and the two large factories of the LEIT Group are not worth mentioning.