The richest man starts with a blind box

Chapter 538
"We can be high-ranking and few, and have fun with the people!" Huang He knocked on Qu Wei's head and said, "When the wine is flowing, you don't have to have only one brand, you can create a new one." brand, and then manage this brand into an affordable luxury brand.”

"Light extravagance, what does this mean?" Qu Wei was stunned, he had never heard this word before.

"Ah!" Huang He was also stunned, he didn't expect that Qu Wei didn't know what light luxury meant.

In fact, it is said that in 2008, China's most famous fashion magazine "Harper's Bazaar" put forward in one of her periodicals, and the purpose of this periodical is to promote Dior in China and set Dior as It is a light luxury brand.

That's right, unlike what many people imagine, Dior has never been a top luxury brand.The reason is very simple, because the top luxury brands have always been ordinary people, who can’t afford or can’t buy them. They can only hear the legends about him in the Jianghu, but they can never see them in the Jianghu... Maybe they can see it in others, But you can never see it in yourself.

If you go to the street and look, as long as you are a so-called goddess, socialite or something, you can show off Dior.The circle of friends is also full of pictures of Dior, which is as rotten as Apple.

If anything is rotten on the street, it is insulated from top luxury goods, and even the three words luxury are not worthy, so the media created the word light luxury.

Seeing that Qu Wei still looked confused, Huang He could only continue to explain, "The so-called light luxury is actually a product that is between ordinary goods and luxury goods."

"It's like a bottle of perfume. The ex-factory price in Wenzhou is two yuan a bottle. If you change it to a beautiful crystal bottle, you can add one yuan more, and that's all. You can sell it in the market for 30 yuan. It's as good as heaven."

"But a bottle of Chanel perfume, which is considered a luxury, costs more than 5000 yuan at the cheapest."

"Well, Chanel is actually not a luxury. She has already entered the category of light luxury. You can buy it for 5000 yuan. Anyone who works hard and saves two or three months of salary can get it together. 5000 yuan..."

"Well, that's what it means anyway. The price of light luxury perfume should be between 1000 yuan and 1 yuan. With three months’ salary, I can still afford a bottle. I also have a noble luxury that can be displayed among my friends.”

"And this so-called luxury is light luxury!" Huang He concluded.

"I probably understand!" Qu Wei nodded. She is a person who is very sensitive to fashion, and Huang He's words are easy to understand, so she naturally understands them very well.

At the same time, Qu Wei immediately understood that light luxury is the most suitable position for her.

"In fact, don't look at the high prices of top luxury goods, but in fact top luxury goods don't make money. Even if you sell one million pieces, you can only sell less than 100 pieces a year, which is 700 million yuan in the sky. The sales are really not making any money."

"But light luxury is different. If you manage these light luxury well, you can at least earn tens of billions or even hundreds of billions of amazing profits for the company every year. Because light luxury also needs to be sold in volume, and it needs to be A large amount of sales, at least several tens of millions are sold every year, even more than many roadside stalls sell, but the price is hundreds or even thousands of times higher than these roadside stalls. Make a lot of money!"

"So how to operate light luxury is the key, and this is also a very contradictory thing."

"Because the definition of luxury lies in its own rarity, if a luxury is to be sold at a high price, it must be rare."

"But rare things can't make money, so we have to sell them in large quantities, and how to keep the price of this so-called luxury item while selling in large quantities is the biggest problem in the marketing of light luxury products. difficulty."

"There are countless people in the world who want to create an affordable luxury brand, but in the end, very few can succeed, that is, a few brands such as Dior and Chanel." How should Wei operate an affordable luxury brand.

"The key to running such an affordable luxury brand is to maintain her recognition among consumers and make consumers believe that this brand is noble."

"As I said before, all luxury brands are actually a piece of shit, not much better than the two or three yuan a set produced in Wenzhou, but they are sold so expensive because users recognize his status .”

"We also want to maintain this kind of recognition, so we open stores first. In a first-tier city, such as Shanghai and BJ, a district is allowed to have at most one store, and a city cannot have more than five stores."

"There can be no more than three second-tier cities, no more than one third-tier cities, and other cities don't need to deploy at all. They don't deserve us!"

"Then it's the location of the store. Just look for a truth, whichever address is more expensive, then open the store there."

"The decoration of the store must also be the kind that looks very tall...well, I don't know how to decorate, you are an artist and you understand. But pay attention, it can't be too artistic, what luxury stores want is luxury The concept of nobility is essentially a mass commodity, because the masses want to become luxurious and precious, and if you turn yourself into art, then you will become a minority.”

"But you must not use gold, because the more luxurious and noble people are, the more they hate the most luxurious and noble gold, because they are afraid that others will think that they are a person who likes luxury and noble. This truth is very important, you must understand it! "

"At the same time, the area of ​​the store must be large, starting at least 300 square meters, and all products cannot be placed densely. A certain amount of space must be reserved for each product, so that all customers can feel the quality of these products visually. High end."

These are all about offline stores, and these are just the basics of a luxury brand. If you really want to operate an affordable luxury brand, you have to work hard on advertising and publicity.

"I understand, at least a few hundred million dollars are spent on advertising every year, right!" Qu Wei said with a look of enlightenment on her face!

"What kind of advertisement is it? A noble luxury brand itself exudes nobility and a charming fragrance. How can such a naturally precious thing be advertised? How can you use advertising to destroy its nobility? ?”

"Do you really think that melatonin is the gift that is sung every day on TV? Everyone thinks melatonin is the most precious thing in the world, childish!"

"Let me tell you that luxury goods cannot be advertised, and he cannot take the initiative to promote himself, otherwise it will destroy his tall and noble image of a god." Huang He said bitterly.

"How could a new brand become popular without advertising?" Qu Wei was taken aback by Huang He.

"Advertising doesn't have to be done in the form of advertising. We have to use another way to advertise from the active to the passive!" Huang He said.

"For example, now I let you immediately think of the most honorable person belonging to our China in your mind, what will pop out of your head?" Huang He asked.

"Emperor!" Qu Wei said instinctively.

"Well, everyone knows that the emperor is the most honorable person in the world, but the emperor will advertise every day, telling you that I am the emperor, am I the most honorable?"

"Of course not. Most people will never see the emperor's face in their lifetime. They can only learn about the emperor through other people's dictation."

"And these people never speak positively about the emperor's dignity, they only show it in casual chats."

"For example, the former emperor ate hundreds of dishes in one meal"

"It's also like yesterday's emperor's big selection of girls. Thousands of the most beautiful women in the country were selected by him, and they were not his wives, but his servants!"

"Another example this morning, when the emperor got angry, he beat hundreds of ministers with sticks, and beat a dozen great gods to death!"

"Then you heard tomorrow that His Majesty the Emperor suddenly pardoned the world, released the murderer who killed more than a dozen people in the prison, and made him acquitted."

"You see, the emperor has never advertised his own dignity, but you have experienced the dignity of His Majesty through the countless facts and stories around you!"

"It's also a reason to engage in luxury brands!"

"We can't carry out any active publicity, but we can do it through spring wind and rain, and tell you the dignity of this brand through other people's casual words!"

"For example, the day before yesterday, you heard that three top Chinese female stars attended a certain party, and the three competed for beauty. In the end, Xiaozhang overshadowed the rest of the group with her flowing water and water."

"Then yesterday you read a fashion magazine, there wasn't any article on it that recommended products related to Liushang Qushui Caiwei, but you couldn't even see a single related text, but you saw the article in the fashion magazine When the editor-in-chief took a group photo with other stars, he was wearing the new style from when he was in the water!"

"Today you feel that fashion magazines are boring, so you plan to read a novel to interpret your dreams, and then you read in a novel that says "Hua Zhaoxi got up from his xxx bed, buried her head in xxx's silk pillowcase, the maid served Come over with the mouthwash in a transparent xxx crystal cup, which is made of sea-buckthorn lemons naturally grown in the Ferrari Mountains of France. Even with his wealth, he would only use these lemons to make mouthwash I can’t bear to use it to soak my feet”

After washing up in the bathroom of xxx, the top Italian handmade sanitary ware platform, he finally opened his closet. Surprisingly, it was full of limited-edition and custom-made clothing from the time when the water was flowing.

With Hua Zhaoxi's wealth, he could have more luxury clothes to fill his closet, but Hua Zhaoxi is a man who doesn't like to be careless. When he was three years old, he first saw his father wearing When he was drinking the Han suit from Qushui Caiwei, he would only wear this brand of clothes in his life.

He never cared whether the clothes were expensive, he only cared whether the clothes were close to his heart, even though the clothes were worth 10 years' wages of an ordinary person. "

"Finally tomorrow, when you go to work in the company and see your female colleague wearing a flowing cup of Qushui Caiwei, and then all the women nearby are surrounding her, chirping and showing envious eyes."

"Do you think it's because the TV is yelling every day that you only accept melatonin as a gift, or is it that you are more eager to get it when you are looking at the flowing water in front of you?"

(End of this chapter)