Xia Tian heard the noise of Guan Zhilin and Lizhi, but he ignored it and continued to teach Ye Zhiming, "In the fashion industry, you must pay close attention to the market trend. You must always keep abreast of changes in customer needs and make corresponding changes immediately."

Ye Zhiming nodded and agreed with Xia Tian's words.

If any product wants to sell well, it must meet the needs of customers. If the food is not made to the taste, it cannot be sold; if the clothes are not made to be beautiful enough, it cannot be sold; if the cars are not made to be outstanding enough, it cannot be sold... Even military weapons must meet the needs of customers and launch various versions of weapons for customers to choose from.

In other words, Xia Tian is actually saying a well-known nonsense.

"Mr. Xia, how should we know the needs of customers?" Ye Zhiming asked then.

Everyone knows that if the product sells well, it is the most important thing to cater to customers' needs. The key is how to know the customer's needs, which is the most deadly thing.

You should know that the same rice brings hundreds of people. Everyone has different tastes, especially the tastes of clothing. Some people like exposed styles, and the more they are exposed, the more they like it; some people like conservative styles, and they want to wrap themselves into rice dumplings; some people like skirts, and some people like pants; some people like fur products, but they don’t like fur; some people hate fur products, and they want to burn them out in one go...

Everyone has different needs. How to know which demand is the mainstream is the most difficult place. Even those luxury goods companies are experiencing the stones, speculating on the customer's psychology while launching new models every quarter. And they often guess wrongly. Many new models have been criticized after they are released, and sales have plummeted, which is not a rare thing.

"You must be good at using the direct stores you have." Xia Tian replied with a smile, "Every day, let the direct stores report sales data to the headquarters, and through data analysis, you can understand the customer's needs. Then, according to the customer's needs, correct the product line at any time. Produce more if you sell well, and delete the ones that are not sell well."

"Ah!" Ye Zhiming's eyes lit up when he heard this.

He never thought that such a simple truth was really stupid.

Yes, you can use the daily sales of direct stores to determine the changes in customer demand. Which style is the most popular and which one is unpopular. Then based on these data, and modify the production plan in real time, you don’t have to worry about the out of stock and the backlog of poorly sold styles.

"So this is why I asked you to open a direct store before, but not to open a franchise store." Xia Tian explained again.

Only direct stores can never get tired of it, and count the sales data in time and upload it back to the headquarters. If it is a franchise store, those store owners will not worry about it.

"So that's it!" Ye Zhiming suddenly realized.

He also found it very strange to ask him to open more direct stores in the summer and not join the franchise store.

Because if you build a franchise store, the company not only does not have to pay, but can also charge a considerable franchise fee. At the same time, it can also use the assets of the franchise store to achieve rapid expansion.

In comparison, if you set up a direct store, you have to rent a store, decorate it yourself, recruit clerks, and train yourself. The initial investment is very large.

For example, Du Peng has built these 66 direct-operated stores, but it costs almost 150 million US dollars. If you set up a franchise store, you don’t have to spend this 50 million US dollars, and you may also earn tens of millions of dollars in franchise fees.

Ye Zhiming had never figured out Xia Tian’s intention to do this before, but now he finally understood it when he heard it. It turned out that the article was here.

With the help of direct stores, you can master market changes, and then adjust production plans according to market changes, so that your products will be sold forever. This alone is much more valuable than the franchise fee of tens of millions of dollars.

...

"But remember that no matter how popular the clothing is, the inventory should not exceed one week's sales." Xia Tian reminded again.

"Why is this?" Ye Zhiming asked in confusion.

Xia Tian just said that those with high demand will produce more, while those with low demand will produce less. Now, they say that those with high demand will also limit production. Isn’t this a contradiction? Which brand doesn’t like to make hot products? If one style is explosive, then there is no need to worry about sales and profits.

"Because we do not pursue sales of a single model, but pursue large quantities and scarce marketing." Xia Tian explained, "If we want to promote popular products, we must go through a lot of marketing and have huge investments. Once we fail, the money will be spent in vain.

And after all, we are making light luxury goods. If we sell them all over the street, what kind of light luxury goods are they? Our brand value will shrink.

Furthermore, if our products want to sell quickly and well, they must give customers this impression. That is, any clothing you like, or if you buy it quickly, it will disappear immediately.

In this way, whenever we launch a new model, customers will seize the time to buy it. They will no longer consider choosing a good day to buy it.”

In the past life, the reason why luxury goods such as Chanel and Louis Vuitton gradually lost the market after the mainland's popularity was because they were sold too much and too overly.

When young white-collar workers are carrying Louis Vuitton's leather bags to squeeze into the subway, they are destined to lose the favor of high-end customers. Because the reason why luxury goods are expensive is because of their "scarcity" attributes. Like antiques, things are precious because of scarcity.

The reason why the Yuan blue and white jar "Guiguzi Down the Mountain" was sold at a sky-high price of 230 million is because there are few remaining in the world, and there are only nine pieces known in the world. On the contrary, the pottery jars in the Eastern Han Dynasty were earlier than the Yuan blue and white jars, but because the number of existences was relatively large, one could be bought for a few thousand yuan.

DuPeng's sub-brand DuPont is positioned as a light luxury product. The price is lower than that of luxury goods, but far higher than street stall goods, so it also needs to ensure its scarcity.

After hearing this, Ye Zhiming nodded clearly and understood Xia Tian’s intention to do so.

...

"Mr. Xia, you said that our goal is 'there are many models and fewer, scarce marketing,' then how many models should we make?" he asked curiously again.

"The goods are updated at least once a week, and each item will be sold for no more than four weeks." Xia Tian said.

"What?! The goods are updated once a week?" Ye Zhiming was so scared that he almost fell down when he heard this.

It takes three or four months for a brand to launch new models.

Its production process is to continuously make various design modifications to new products based on the industry's predictions of popularity. In addition, it is connected with various suppliers and channels to ultimately determine the color and size of the products until it can be placed in the store for sale.

These processes take thirteen to eighteen weeks. The reason for this is that from design to production to sales, it takes time. Especially design, it is labor-consuming. Every time those fashion designers launch a fashion, they have to think for a long time and revise and improve it repeatedly.

Xia Tian now requires Du Peng to wash the goods once a week. Not to mention production in such a short time, even designing is not enough.

"Mr. Xia, don't be joking. Even a genius designer can't design a new outfit within a week." Ye Zhiming said speechlessly.

"I know, so I have to take a shortcut." Xia Tian nodded, "If you can't design it, can you copy it?"

"Plaintiff?!" Ye Zhiming was stunned, "That's illegal!"

"Who asked you to copy them all, copy them a little left and a little right, and then you will be over again." Xia Tian advised him, "It seems like it is not like it, and they can't win if they want to sue it. Anyway, the clothing design industry does not have intellectual property rights, so as long as it is not done too much and plagiarizes it as it is, it is impossible to lose steadily.

Moreover, all our styles are sold for only one month. Before the lawsuit is completed, our clothes have been sold out. Then, what if it wins the lawsuit?"

"Ah, it makes sense." Ye Zhiming stroked his chin and said with a chink.

Many fashion designs are actually micro-innovation and have little change. For example, men's suits, even if launched by big brands such as Armani, Gucci, and Prada, will not change drastically in styles, but there are differences in details. But no one will say that they plagiarize each other, and they will not sue them for this.

Similarly, if you refer to the design of other brands in fashion design and then make changes in details, you believe they will not win.

Moreover, the laws in Europe are very complicated, and the laws of each country are different from those of each country. If you sue, it will take a long time and you may not be able to finish it for one or two years. As Xia Tian said, each clothing is only sold for four weeks at most, and before the lawsuit is completed, the clothing has been sold out.

In view of this, those brands may not be stubborn and sue them to the end. After all, even if you win, it will be more of a loss.

...

"Remember, there is only one key to fast fashion when making light luxury products, that is, fast, fast design, fast production and sales. Don't accumulate inventory in your hands, and revitalize funds to the maximum extent." Xia Tian reminded again.

Many clothing brands are crushed by inventory. For example, Li Ning, because of the high inventory and serious pressure on goods, the company has shortage of funds and serious losses.

Because fashion has a popular season, if this season cannot be sold, the next season may be outdated. Therefore, once it is backlogged, it will cause serious depreciation.

Ye Zhiming nodded, "I understand, Mr. Xia. Fortunately, we are a direct store and are self-produced and sold by ourselves. It is easier to do it quickly."

The biggest advantage of direct-operated stores is that sales are managed by the head office, so that they can sell whatever they sell without any complaints. Therefore, the clothing produced by the headquarters can be put on sale in the direct-operated stores in a very short time without any delay.

In comparison, franchisees are in trouble. Because the right to order is in the hands of franchisees, the bearer of inventory risks is also franchisees, so franchisees must recognize the product.

So before they order, they must ask someone to come and see the goods, watch the plate, place an order, buy materials, and then produce them. Such a cumbersome procedure will naturally take a lot of time.

Xia Tian nodded, which was one of the reasons why he asked him to be a direct store instead of a franchisee.

Although direct-operated stores are large in investment, they are easy to manage. Just like regular troops built with a lot of money, they are uniform and have a lot of natural combat power. In comparison, franchisees are like miscellaneous soldiers. Although they look aggressive, they are all in charge, and their combat power will be greatly reduced.

Therefore, many fashion brands in their previous life changed their franchise system to direct sales. For example, Miters Bonway, Bennylu, etc., but because the reform was too late and the franchisees were strong and the tail was too big, the reform was not very successful.

"Okay, Mr. Ye, that's it. I've told you the method. I hope you can use it flexibly and make DuPont a world-renowned brand." Xia Tian said again.

"Don't worry, Mr. Xia, I will definitely do it." Ye Zhiming nodded and said.

After listening to Xia Tian’s teachings, he felt enlightened, which was better than reading for ten years.

With such advanced business methods and financial support, he believes that he can create miracles and build Du Peng into the world's most well-known fashion brand.

...

"By the way, Mr. Xia, this is the new limited edition handbag launched by Du Peng this year. Each one is made of exquisite materials and is hand-sewn, which is the best among the finest products." Ye Zhiming then said.

Xia Tian nodded and took the gift.

Good-looking bags have always been women's favorites. For example, Hermes' leather bags are priced at least six digits, and some limited edition models are even sold for more than one million.

In terms of popularity, Du Peng is indeed not as famous as Hermes. But if the design is exquisite, the workmanship is exquisite, and the materials are high-end, it is actually not much different from Hermes. Therefore, giving it to someone is a very good gift, and if it is given well, it may also greatly boost Du Peng's popularity.

If the wives of the top ten richest men in Hong Kong are carrying Du Peng’s bags, it would be hard not to become popular. The so-called superiors have something to like, but the inferiors must be even more. The lower class people like to imitate the rich people most. For example, the trend of drinking tea in the UK is led by the palace.

"Okay, Mr. Xia, if nothing happens, I won't disturb you for now." Ye Zhiming stood up and said.

"Okay, go." Xia Tian nodded, got up and sent Ye Zhiming out.

Then he came to the door and knocked on the door, "Hey, let's come out after the call. I have something to give to you."

Hearing what he said, the noise in the room suddenly calmed down.

After a while, as soon as the door opened, Guan Zhilin and Lizhi both walked out.

Xia Tian was shocked when he saw the two of them.

One of Guan Zhilin's eyes turned into panda eyes, and her eye sockets were bruised and swollen. Li Zhi had blood on the corners of her mouth and three scratches on her neck.

"..." Xia Tian was speechless.

I thought they were just quarrels and quarrels, but I never expected that the two of them were quite capable of fighting and were very ruthless, and they almost broke the scene.

"You guys are too ruthless, right?" he blamed.

How could I take this look out to meet someone?
Chapter completed!