Reborn fashion designer

Chapter 518 Liu Qianqian becomes apprentice to Little John?

It's the same as Little John who was in the mood to plot against Xiangyang's 'little vault' in the garden.

Axel, who was receiving Ding Zhong, was also in a good mood.

In the first half of 2010, Anta Sports achieved a year-on-year revenue growth of 22.6%, equivalent to approximately 35 billion yuan.

What worries him even more is that the increase in average sales price is higher than the change in cost, and the gross profit margin is 43.7%.

The prices of shoes and clothing have also increased significantly.

This means that Anta has the potential to be recognized by consumer groups in the areas that HYS wants to touch.

You know, when HYS cooperated with Anta, his biggest concern was that Anta consumers would not recognize the slightly expensive price, which would damage HYS's brand.

Of course, there is still a big gap between the annual turnover of about US$10 billion and Hermès's sales forecast of 27 billion euros (US$35.93 billion, 2010 euro-to-dollar exchange rate).

But after all, the brands are different and the profit margins are different.

Yes, Hermès’ performance this year has been particularly strong, according to its first-half financial report, which has not been released to the public.

Sales increased by 31% year-on-year, while net profit increased by more than 4% year-on-year.

Such figures are extremely exaggerated even in the field of luxury goods. What is even more exaggerated is that the performance of the Greater China Region increased by 40% month-on-month.
Where does this growth come from that makes the group's senior executives laugh from their dreams?
Looking at Xiang Yang, Axel smiled knowingly.

The establishment of HYS undoubtedly brought a spring breeze to Hermès. With performance expectations of more than 3 million euros, ultra-high net profits, and surprises brought by successful marketing in the United States and China, Hermès, whose stock price has been suspended since 1993, It has reached a new high since its listing in .

And next
"Mr. Pierre, Mr. Xiang. There is something I want to solemnly promise to you two. It is also a guarantee to the Hermès Group."

Ding Zhong, who was almost trembling, had a smile on his face.

"Mr. Ding, I have worked in China, you can just call me Axel. Since we are about to become partners, this is more cordial." Axel smiled.

These words made the glory on Ding Zhong's face shine even brighter.

He quickly said: "That's right, we at Anta now have 7549 stores. We are preparing to integrate resources of directly-operated stores in first-tier cities in China and carry out orderly boutique store renovations. In addition, we will provide FILA brand with first- and second-tier stores in China." Build 200 stores in the city.”

As soon as he made a move, Anta showed sincerity.

Around 8000 stores have been comprehensively integrated with resources, and a new business structure layout has been implemented starting from first-tier cities.

Let the public get rid of the impression that Anta can only survive by relying on the booming vitality in China's second and third tier markets.

This kind of investment is not small.

Rapid expansion and seizing the consumer market in lower-tier cities can be said to be the cornerstone for Anta to become China's number one sports brand.

But for this cooperation, after conducting a detailed internal investigation, Ding Zhong's idea was not to break or establish.

You must know that the rapid growth of stores comes from cost-effective product positioning and the franchise model in channels.

A key data is already warning - the number of Anta stores has grown by more than 20% for three consecutive years.

This is of course a gratifying thing, and it is also what domestic sports brands are doing today. However, blind expansion also brings hidden dangers.

He has studied why HYS was able to achieve success in less than a year after its establishment.

Apart from brand influence, there is also investment in brand building.

HYS's business model is completely opposite to Anta's.

Anta's business model is the most traditional franchise distributor model. As a brand owner, Anta actually sells its products not to consumers, but to wholesalers.

The wholesalers then sell them to distributors and retailers.

In the end, after purchasing Anta's products, most of them have to go through this level, except for purchasing them in directly-operated stores.

With HYS, there is no middleman to make the difference.

Every product of HYS is directly from the brand owner to the hands of consumers.

This omni-channel approach to direct contact with consumers allows companies to more accurately control product design, marketing effects, and user experience, thereby improving operating efficiency.

It is very risky to learn HYS’s business strategy called DTC model and rashly cut off all dealers.

But compromise.

Let’s start with first-tier cities as a pilot project.

With the help of the cooperation between FILA and HYS, it is the best plan that their senior management has discussed in the past few days to drive Anta's brand management strategy towards high-end.

Facing the straight ball played by Ding Zhong, Axel nodded.

He knew very well how wet 8000 stores were, but this did not affect his decisive expression of agreement.

Because Anta's cash flow can support it to carry out drastic changes.

Putting aside Anta's boutiques and sharing FILA's 200 stores with HYS, how much improvement will it bring to HYS's performance in China?

Unknowingly, he cast his eyes on Xiang Yang.

"You decide, I sign." This sentence was almost written on his forehead.

Xiang Yang had an idea. He put down his tea cup and asked with a smile: "Mr. Ding, I would like to ask if the plan of 200 stores is a bit exaggerated."

"Yeah" Ding Zhong was stunned for a moment. He didn't expect that Xiang Yang, who had always been very happy with each other, would suddenly get angry.

But beforehand, this kind of drill had been done countless times.

Looking at Xiang Yang with a smile, he said with a smile: "Mr. Xiang, it's like this. We expect to officially open these 200 stores in 2012. For 81 of them, we have reached an agreement with Wanda Plaza before coming. The remaining"

"Wanda Plaza?" Xiangyang pondered and frowned.

"Well, yes." Ding Zhong was not annoyed at being interrupted. Instead, he introduced patiently: "By the end of this year, they will have opened a total of 42 stores, reaching 2012 in 81."

Hearing this, Xiang Yang nodded.

In fact, he had no doubts about Anta's strength.

In the future, it can spend more than 30 billion yuan to acquire Amer Sports, including the top ski and cross-country brand Salomon, professional ski equipment brand Atomic, as well as the well-known outdoor brand Arc'teryx and tennis brand Wilson. Never mind.

It also completed the integration before the Chinese Winter Olympics and took advantage of the success of the high-profile event to earn enough fame.

Relying on the powerful explosion brought about by this, the performance once surpassed Nike China.

This alone is enough to show that Anta has the strategic vision and strength to look to the future.

But he really didn't expect that Anta would be able to do so well that no one could find fault this time.

Wanda square
After signaling Ding Zhong to continue speaking, Xiang Yang nodded to Axel.

Everyone has the momentum to burn everything, so what does he have to worry about?

Big deal.
Thinking of something, Xiang Yang suddenly raised his hand and asked: "Mr. Ding, interrupt me. I would like to ask, what does your company think of winning FILA?"

"This." This time, Ding Zhong was really stunned.

Axel also sat up straight.

Win the former number one player in tennis?
Seeing this, Ding Zhong swallowed his throat. In fact, the team that came to Paris with him included Yao Weixiong, who was in charge of LIFA. But what a coincidence, Yao Weixiong was a member of the senior management of LACOSTE before he changed his job.

Well.
"I checked the information and found that FILA's trademark is now owned by FILA Korea. I personally suggest that our two companies should jointly invest in acquiring this brand."

"I'm afraid." Ding Zhong, who had never thought about this, opened his mouth to face the sunny lion and didn't know what to do.

Two years ago, FILA Korea spent US$2 million to acquire the FILA trademark.

If you want to buy it now, you will need at least US$5 million.

5 million U.S. dollars. Calculated based on the average exchange rate of 6.69, it is equivalent to about 33.45 billion yuan.

It’s just a little bit short of catching up with Anta’s half-year revenue.

While Ding Zhong was worrying about money, Axel was constantly thinking about what Xiang Yang's sudden proposal was.
"Xiang, do you think the results of our cooperation will be stolen in the future?"

"It's not that I think it is, it's that they definitely will."

Xiangyang's tone was extremely affirmative.

And he also had a purpose in choosing this time to throw out this hidden danger.

If the two parties cooperate to acquire the FILA trademark, getting back the global management rights will undoubtedly benefit HYS and Anta from a broader perspective.

On the contrary, it would be good to abandon FILA and directly cooperate with Anta's own brand.

In short, different paths lead to the same destination.

As for the money, he definitely won't pay it because he has no money.

Not to mention US$5 million, not counting the pocket money Liu Qianqian gave him, he couldn't even get 500 euros out of his 'little treasury'.

But what he didn't expect was.

Not far away, Little John was still thinking about his 'little treasury'.

Little John, who has been bewitching Liu Qianqian, can be said to have eyes and ears in all directions. After noticing the sudden change on Xiangyang's side, he immediately muttered:

"Ruined"

"What's wrong?" Liu Qianqian looked at him.

"The talks with them may have broken down." Little John's voice was very low, for fear of being heard by others, "You can secretly see if Axel and Mr. Ding are deep in thought."

Liu Qianqian looked with doubts.

"Hmm so what?"

"If you look again, he looks indifferent."

"It feels a bit stinky." Liu Qianqian commented in a daze.

"So, this means the talks have collapsed." Little John repeated again. As the person who knows Xiang Yang best, he is too familiar with his good friend.

If you show an attitude that it has nothing to do with you, it's bound to be bad.

Liu Qianqian asked doubtfully: "No way? Weren't they chatting happily just now?"

"If you don't believe me, forget it."

Little John followed suit and pretended to be indifferent, but there was a bit of cunning in his eyes, "It seems you don't know enough about the subject. You will understand if you study more."

"I don't know him yet?" Liu Qianqian rolled her eyes.

I sleep with him every day, and I know where he likes to kiss me.

Just ask, does Little John know?

"Three minutes." Seeing Liu Qianqian taking the bait, Little John looked at the watch on his hand and said with a smile: "In 180 seconds, we can go to dinner."

"how is this possible?"

Liu Qianqian didn't believe it at all.

But before she could say anything more, after Axel said something, the three of them slowly stood up.

Among them, Ding Zhong shook his head slightly disappointedly.

The sudden end of the conversation between the three of them aroused the thoughts of everyone present, and everyone who was chatting happily stopped talking for a moment.

"How did you figure it out?" Liu Qianxi murmured in surprise.

Little John forced himself to purse the corners of his mouth to keep from laughing, and rubbed it twice quickly with his thumb, index finger, and middle finger.

He whispered: "Liu, you know, my money is not as tight as usual."

"I didn't bring my wallet." Liu Qianqian took a deep breath.

"I don't want more, just the glass jar."

"I can only give you coins, not glass jars."

"That's it."

Little John refused without thinking.

How could he get away with it if he didn't take the blame once from Xiang Yang?

Seeing his resolute attitude, out of the corner of his eye he noticed Xiang Yang and the others approaching.

Liu Qianqian gritted her teeth and said:

"You really didn't lie to me?"

"Liu, how could I lie to you? I wouldn't lie to you if I lied to Xiangyang. If you don't believe me, ask Laura."

"But."

Liu Qianqian was still a little hesitant. She was moved but unwilling to turn her elbows outward.

After all, it was Xiangyang.

Seeing that she refused to agree to this, Little John also retreated and said:
"Otherwise, can you call me Master?"

"Ok?"

Liu Qianqian looked at Little John intently, you probably have a serious illness, right?

　The data cited about stores, turnover and other data are based on the 2010 performance reports of Hermès and Anta.

　　Of course, Hermès has discrepancies here, after all, it wants to increase HYS’s revenue.

　　Therefore, it is true that Anta had nearly 2010 stores in 8000.

　　Don't think it's too exaggerated.

　　
　
(End of this chapter)