Reborn fashion designer

Chapter 489 The anchor point of cooperation with Chinese brands
The creative director of Hermès' sub-brand HYS made a special trip to Shanghai to inspect Anta? !
For the entertainment media, such news is not very attractive, but for the entire fashion industry and the domestic clothing industry, it has triggered heated discussions.

Combined with gossip from abroad.

As well as the previous joint report of "Alien", the domestic fashion media quickly came to a conclusion.

Anta is expected to launch global limited edition customized sneakers with luxury brands!
"Luxury brand!"

"Limited!"

"custom made!!!"

These three words are placed in the eyes of the general public, and most people cannot feel their influence. However, people in the industry may not see it that way.

This is just like the RS version of HUAWEI Mate40 Pro, which many people know.

For the vast majority of consumers, its price of tens of thousands is already prohibitive.

But few people know that HUAWEI and Caviar, a jewelry brand jointly owned by Russia and Italy, have 14 customized versions of mobile phones with the same maximum price of 46.5.

What's the score?

What is the price/performance ratio?
People who spend a minimum of 2 yuan to buy a customized "landscape and traditional Chinese painting" machine will not care about this.

And its limited edition of 76 units has already been reserved by most people before it goes on sale.

As for those who bought the 8 limited-edition "Cherish Harmony" units, will they be confused about whether Mate 40pro can play games?
The world of adults is very realistic.

To a certain extent, being able to take time out to play games is a luxury.

Xiang Yang didn't think it was a luxury to take time out to play games.

On the plane, he fought with the robot with his iPad. He felt that it would be a luxury to be able to win and take screenshots of the computer's records!
"Damn it, why can't you set the IQ to a computer?!"

When he got off the plane, he was still chattering about the game's designer.

"Mr. Xiang, I have long admired you." Ding Zhong, who made a special trip to the airport to pick him up, saw Xiang Yang's figure and took the initiative to step forward and extend his hand to welcome him warmly.

Although Xiangyang is young, he is already a successful person in the industry.

"Hello, Mr. Ding. I'm sorry that you have to pick me up in person despite your busy schedule." Xiang Yang smiled, shook hands with Ding Zhong vigorously, and handed the suitcase to Bea Shaffer.

As a boss, how can you carry your own luggage?

Lao Yu took a taxi to save money for himself, and Xiang Yang did not hesitate to reduce expenses for the fat pockets of Axel and other Hermès shareholders.

Seeing that Bea Shaffer, who he had to deal with cautiously, calmly held the suitcase's lever in his hand, Ding Zhong exclaimed in his heart that Anna Wintour's strong daughter also has a cute side?
I am afraid.
"Mr. Xiang, you are too polite. It is our honor to accept you to come to our company for inspection and research."

"Don't say that."

Xiangyang smiled. This feeling was very much like returning home from wealth, and walking in embroidered clothes at night was intoxicating.

What if I were carrying a $100 million bag again.

In later generations of the Internet, Duoduo ranks first among the most popular searches.

"Mr. Xiang, please come with me to our headquarters in Shanghai." Ding Zhong invited.

"Okay, I'm done."

Xiangyang came with sincerity and received a warm welcome from Anta Group.

That night, photos of him visiting Anta's sales department and design department and meeting with Anta's senior executives were published on Anta's official website.

Slowly revealing the majestic scarf, the related 9-square grid is naturally indispensable.

"Hey, this brat didn't even know to say hello when he came back."

Although Lao Xiang and Lao Zhao did not pay attention to these reports, there was no delay on the Internet, and there was no delay on the phone.

After receiving a call from his daughter-in-law, Lao Xiang's disgust was palpable.

In this regard, Lao Zhao, who often quarreled with him, also stood in the same camp as him, "You took the time to call him and talk about him. Now that you are back in China, you don't even know to call him in advance."

"I think this is probably the reason why Sissi and the child haven't come back."

Lao Xiang looked at the phone, hesitated for a moment and then said.

Old Zhao glanced at him, "Don't make excuses for your son."

"."

In one sentence, Lao Xiang immediately clicked his tongue and said nothing.

Focusing on scarves, the possibility of HYS and Anta co-branding is being discussed.

"It won't be with the Alien series! Wouldn't it be a scam to cooperate with a domestic brand?"

"It's funny upstairs. Nike's OEM is also in China. Regarding brands, do you buy √ or HYS for the sake of face?"

"How much do these shoes cost?"

"It is not something that ordinary people can afford. It is said that there are only a few hundred pairs in the world. HYS's single products are not cheap."

"Spending thousands of dollars to buy a pair of shoes? Are you crazy?"

"Anta NB, look forward to the joint model~"

"Li Ning is the number one in the national service. If you don't accept it, come and argue!"

“HYS cooperates with domestic brands, doesn’t it mean it lowers its status?”

"Look at what you said, what happened to domestic brands?"

"Will there be a Chinese-style series?" After learning about Xiang Yang's return to China, Jiang Mumu, who was in Shanghai, immediately opened her scarf.

On the one hand, it is work needs; on the other hand,
She was more concerned about Liu Qianqian, so she habitually clicked on her idol's scarf first.

After discovering that the latest scarf was still the one before her birthday, she searched for Anta's scarf account.

As for the sunny one.
Jiang Mumu said she was sorry. She had had enough of a scarf that had not been updated for ten thousand years. She posted one just to spread dog food.

But to be honest, this was the first time she clicked on Anta, a domestic brand of scarf.

I have never purchased from this brand, nor have I had any contact with it in my life.

Why did he choose to cooperate with this brand?
This is what Jiang Mumu cares about.

You should know that brands have their own brand tone, and they usually seek cooperation opportunities from the bottom up.

Xiang Yang flew over in person. Judging from the tone of the brand, there was no doubt that he had an agenda.

Therefore, as she was familiar with some things in Xiangyang, the first thing that came to her mind was the national style, and the second was
"Isn't it because Boss is interested in Anta's exposure at the Olympics?"

You know, the 2010 Winter Olympics will be held in Vancouver, where major sports brands will compete.

The media will focus all their attention on it, and even their "Vogue Magazine" is discussing Olympic-related topics.

In terms of value-added sports brands, nothing can bring more steady growth than the Olympic Games.

Suddenly realizing this, Jiang Mumu suddenly began to look forward to this cooperation.

Because at the Olympic Games, both official sponsors and other companies hope to be associated with the Olympic Games, using this as a marketing selling point to increase brand power.

She didn't believe it, Xiang Yang couldn't see this.

Just as she expected, at the Yingfeng Banquet, Ding Zhong and Xiang Yang really had a lot of topics about the Olympics.

Since 09, Anta has signed contracts with China's windsurfing team, rowing team, canoeing team, and slalom canoeing team.

Winter Sports is also a strategic partner.

Taking a closer look at these projects that Anta is actively participating in, except for cycling and hiking, they are exactly the same as HYS's brand building layout.

Talking about this in detail, more than just shoes can be co-branded. Even other clothing, and even HYS's electronic watches with the best turnover in addition to clothing, can be discussed in detail.

"Director Xiang, do you mean that electronic watches will become more and more popular in daily life?"

"Of course, at least that's my point of view. Look," Xiang Yang said, pulling up his sleeves, showing the watch Liu Qianqian gave him, and said with a smile:
"Mr. Ding, I'm not afraid of your jokes. I don't even dare to walk fast with this watch on me."

"Haha, I understand this." Ding Zhong smiled.

A watch priced at tens of thousands of euros was not expensive in his eyes, but he had already done some research before Xiangyang arrived and knew that this watch was given to him by Xiangyang's lover.

"So, when exercising, a smart watch is very attractive to the general public. It can tell time and heart rate."

Xiang Yang was chatting beside him, and the people at the table were listening attentively.

Only Bea Shaffer, who was sitting at the same table, wanted to evacuate as soon as possible.

Xiangyang didn't talk about too deep technical issues, he just explained the sales prospects of electronic watches in a simple and clear way.

PPT, who doesn’t know how to speak?

but
"But don't just flick your wrist. Showing affection and feeding dog food should be done on separate occasions, right?"

Bea Shaffer rubbed the white porcelain spoon in her hand, thinking secretly.

Although she thought so, the more others listened, the more tempting the market prospects in this area became.

As the fashion brand design director who was the first to lay out this field, they were increasingly admired.

Because strictly speaking, in the present moment.

The popularity of electronic watches is still a blank market.

Although some brands are trying, the answer given by the market is still uncertain.

"Then, Mr. Xiang thinks, if we at Anta want to expand the brand's product line in the electronics field, how about moving forward?"

Seizing this rare opportunity to learn, Ding Zhong asked humbly.

Xiang Yang thought for a while and couldn't help laughing:
"Actually, Mr. Ding, I am personally very optimistic about a basic product, but it does not match our HYS positioning. But for you, I think you can give it a try."

"You say."

"Smart bracelet."

Compared with smart watches, smart bracelets were not launched very early.

From a stage perspective, the first-generation smart bracelet product that was truly recognized was only born in 2011, launched by a company called Jawbone.

During the same period, major smartphone manufacturers also focused on the market share of mobile phones.

After the fire was lit for a while, it quickly went out.

It had to wait until 2014 for the smart wearable market to make waves with the continuous launch of Google Glass, smart watches and other products, as well as the huge improvement in hardware.

After HYS has already laid out the field of smart watches in advance, the brand style makes it difficult for it to focus on the sinking smart bracelet market.

Is its massive turnover a bargain for Garmin, Jawbone, and Fitit?
Wouldn’t that be cheaper for foreign businessmen?

"Smart bracelet?" Listening to this term, Ding Zhong quickly thought of NBA wristbands.

Speaking of sports wristbands, it can be traced back to
To make a long story short, in recent years, instead of knitted wristbands, narrow rubber wristbands have slowly appeared in the public eye, also called sports bracelets, or "motivational wristbands."

All kinds of colors.

Each color has a different meaning.

Blue means high ambitions, green means don’t make excuses, pink means unrestrained, orange means challenge, and red means high aspirations.

With Yao Ming's landing in the NBA, the popularity of the game has naturally made it popular and popular among young people.

Turn it into an electronic product and give it more functions.

Let a sports accessory that comes with genuine products create more revenue?

After thinking about it for a while and taking a few breaths, Ding Zhong quickly discovered its subtle marketing point.

It is not as high-end as a smart watch, and the investment is not very large.

Maybe HYS can also provide links in its supply chain to help Anta turn this fantastic idea into reality.

"Thank you very much, Mr. Xiang. I'd like to toast you."

Without saying a word, Ding Zhong picked up the wine glass in front of him and filled it up.
"Mr. Ding is too polite, I can't drink too much."

Xiang Yang looked at his moved expression and felt frightened afterward, so he drank the full glass of white wine.

If I had known earlier, I would not have been generous to others.
Ding Zhong had no intention of pouring wine into Xiangyang. He just lamented Xiangyang's pattern from the bottom of his heart.

He quickly stopped Xiang Yang from holding the wine glass and did it without saying a word.

On the side, Zheng Jie, the manager of Anta's international business and brand president, also quickly picked up his wine glass and stood up.

Whether a smart bracelet can be made or not is another matter.

But he very much approved of this idea.

Having served as Vice President of Adidas Greater China in his early years, he quickly grasped the future benefits of this product.

Even if this product can only exist and be announced on PPT.

It can also allow Anta to gain widespread attention from external media at a time.

"Sure enough, people who engage in luxury goods are different. Their sensitivity to gimmicks is different from those of us in the industry."

Feeling deep in his heart, he drank a glass of white wine and sat down, asking for advice in a humble manner:

"Mr. Xiang, will HYS participate in the development of this product in the future?"

"of course."

Xiang Yang paused deliberately and said with a smile: "Although its market positioning is not as good as that of smart watches, since we intend to launch this product, we at HYS will lay out the material of the band to improve the external style. But it is a basic model."

Ding Zhong and Zheng Jie looked at each other.

"I understand what you mean." Zheng Jie smiled.

To sink the market, HYS will be left to Anta, and the high-end bracelet series will be designed as a fashion item to supplement the smart watch.

What a wonderful idea.

HYS can expand the market without spending money on research and development.

In terms of sales, the partners will not affect their respective market segments to avoid internal friction caused by competition.

If we take out FILA and cooperate with HYS, will there be any problems?

After all, they have already given in-depth consideration to their cooperation from their own perspective.

And no matter how you look at it, you are taking advantage of it.

Zheng Jie thought about it, and then asked: "Mr. Xiang, let me say one more thing. How much market competitive advantage do we have between us and Jiaming for this product? Will they choke us in time?" "

"Jia Ming?" Xiang Yang was stunned for a few seconds.

When did I say that we would help Anta and Jiaming achieve cooperation?

Ding Zhong was also a little puzzled by Xiang Yang's reaction.

After the launch of smart watches, the co-brand has not always been responsible for the high-end market, while Garmin's own brand has been responsible for the mid-to-low-end market.

Could it be that HYS is planning to divest its cooperation with Jiaming and find another domestic partner?
　I’ll post some pictures soon
　　
　
(End of this chapter)