Reborn fashion designer

Chapter 935: Do I have to be attacked in the face just when watching a movie?

"HYS and COSTA jointly launched a new series in the brand's stores around the world?"

Using HYS's existing $99 mobile phone case, COSTA COFE will cooperate with HYS to promote handbags, thermos cups and other products in stores around the world through the authorization of HYS Design.

At the same time, related publicity such as environmental protection and recycling is carried out through all COSTA stores around the world.

The news just came out.

It attracted crazy attention on HYS and COSTA's Instagram.

One trick can be eaten all over the world.

In the European and American markets, promoting environmentalism is a hot topic.

Many celebrities will often take the initiative to post content related to the brand and act as a brand promotion tool as soon as they see it.

But for ordinary Chinese consumers, environmental protection is not a big deal.

This is what businesses should do.

Consumers are more concerned about their own wallets.

To be honest, except for those who follow the trend, who would spend 500 yuan to buy a COSTA co-branded thermos cup or mobile phone case?

But don't rush.

COSTA, which aspires to open 2018 stores in China by 2500, has its own way.

It’s not that Starbucks’ stores are not good enough.

Instead, COSTA is actively planning global expansion in order to catch up with its competitors.

In other words, the profits they can give out in the brand co-branding cooperation are far greater than what StarBaba can give to HYS Design.

Take this cooperation for example. Whether it is the reservation of mobile phone cases or the authorized production of coffee thermoses, COSTA will advance the payment after reaching an agreement with HYS on the quantity, and also cooperate with HYS's own publicity.

Taking China as an example, the UTMB event, youth football promotion event, and the upcoming marathon and cycling road race all require the cooperation of COSTA.

In order to take into account the habits of Chinese consumers, COSTA's President of Asia immediately started discussing the plan with his subordinates after receiving the cooperation offer.

The annual growth rate of coffee consumption in China is 15%, far higher than the global average.

Calculated based on the average level of the coffee consumption market, the consumption market in mainland China is as high as trillions of yuan.

In this regard, COSTA and Le Cheetah Winery under Richemont Group have surprisingly consistent understandings of the market. Whoever can gain more market share and attention in a short period of time will be able to bring strong impetus to the future of their own company in this level of consumer market.

Buy a coffee voucher and get a free phone case and a co-branded thermos mug.

Of course, only the basic model is given.

As for more exquisite designs, they need to be ordered at the original price.

But the good thing is that the price of 500 yuan is equivalent to a 7% discount on the HYS genuine series.

As we all know, HYS mobile phone cases are never discounted.

The price of the commemorative edition of the event series is ridiculously expensive, and it’s not something that money can buy. You have to participate in events and earn points to participate in customization.

To put it bluntly, not only do you have to spend money to buy a phone case, but you also have to participate in the event at your own expense.

By contributing registration fees to competitions promoted by HYS, you can become a part of promoting the competitions.

Ok.

In terms of making money, HYS has inherited the style of the main brand Hermès very well, but it just approaches it from a different angle.

But this time, HYS also showed its true heart.

For every mobile phone case given away or sold by COSTA COFE, HYS will provide a "unique" air-changing pad.

Forehead.
From the appearance, it is an ordinary air cushion stand with a transparent base and decorative components on the outside.

However, as a mobile phone accessory launched by HYS, this future fast-moving consumer product can now be regarded as a new type of accessory, allowing young consumers to show their fashion and personality through it.

"We cannot use our own thinking logic to look at new things and the business logic behind them. It is not an ordinary product. In essence, whether it is HYS's mobile phone case or their latest product, it is an accessory to wear when taking selfies or going out on the street. Consumers are more likely to pay for the brand's popularity while helping the environment."

As Xiangyang's good partner, Anna Wintour, who was far away in New York, expressed her views through her own INS at the first time.

Although the price of HYS product has been intentionally raised, its annual sales volume is less than 100,000.

But what Anna Wintour said makes sense.

Ever since HYS started to focus on personalized customization in the digital field, an ordinary product has been given new meaning.

With annual sales reaching tens of millions of dollars, it not only attracted luxury brands to quickly follow up, but also allowed others who saw business opportunities to quickly launch their own brands and come up with alternative products.

What does this mean?
Xiangyang realized this as early as a year ago when he saw the new products launched by Apple.

Currently, HYS's own sales performance is only in the tens of millions of dollars because the price is not friendly to ordinary consumers.

But don’t forget that the biggest revenue from customized products comes from Garmin and Apple, which have close cooperation with HYS on wearable devices.

Garmin's full-year revenue for 2010 totaled $26.9 billion.

The outdoor/fitness segment had revenue of $7.8 million.

According to Apple's financial report, the revenue from peripheral devices in 2010 was US$7.7 million.

The two companies' combined revenue of more than $15 billion is subject to HYS tax.

Of course, relatively speaking, the taxes and fees of Apple and HYS Design are much lower than those of Garmin. With the advantage of size, everyone can get what they need.

Apple can also accept the total payment of about US$8000 million in appearance licensing fees.

After all, HYS Design holds the appearance patents for the AirPods and iPhone watch that Apple wants to launch.

It’s not that Apple doesn’t want to go around it.

There is really no way around it.

As far as optical earphones are concerned, HYS Design has made patent preparations for various types of in-ear, ear-hook, bone conduction and semi-in-ear styles.

And contrary to what the public thinks, that the more and more complete the appearance patents, the better, in fact, the wider the scope of the appearance design patent, the easier it is to avoid.

Each of HYS's designs is protected by appearance patents in the 1+3 method.

Overall appearance + three partial appearances. The partial appearance patent divides the entire product into different sections and protects them separately. Even if Apple, Samsung and other companies want to seek breakthroughs, they have to rack their brains on the details.

If not handled properly, it may even infringe copyright.

Although this type of appearance patent protection does not matter to small sellers, the cost is too high because of the high application cost.

But with Hermès as its backer, HYS Design does not lack legal assistance and funds in this regard.

Therefore, the shape of the bottom may infringe the appearance patent of HYS Design headphones, facing the smart watch that it has planned in advance.

Apple has to pay the $8000 million HYS tax even if it means losing its mind.

As for how much more will be paid when the production and sales of AirPods and iPhone watches actually begin, that will be calculated separately.

Apple has internally estimated that this figure will be at least no less than the $1.635 million in profits that Garmin contributed to HYS Design this year.

Of course, even if the contract is signed, Apple can choose not to launch these products to avoid contributing to HYS's overall revenue. But don't forget that Samsung is eyeing it, and other mobile phone and wearable device brands are rushing to cooperate with HYS to obtain authorization.

Xiangyang, who was able to create $3 million in revenue for HYS through early planning and ensure that the company can make money every year, naturally has the say in deciding whether HYS should cooperate with COSTA or Starbucks.

As for why the revenue is much higher than the HYS tax paid by Apple and Garmin.

Don’t forget that Anta also cooperates with HYS Design in this regard.

After Anta reached a cooperation with Garmin through the matchmaking of HYS, it launched a smart bracelet priced at only 299 yuan. Ding Zhongle was very happy with the product's fashionable appearance and more affordable price.

The sales exceeded 10 on the first day and the data is still good.

Under the promotion that those who purchased the bracelet before the Spring Festival could win a 50-yuan Anta discount coupon, the shipment volume reached 3 million pieces in just three months.

Relying on the strong domestic market in China, it has occupied nearly 40% of the global wearable device market.

Ok.

This is not an exaggeration.

In 2010, global shipments of wearable devices were less than 1000 million.

Whether it is because Anta’s sales team did not have enough time to expand to Europe and the United States, the data achieved by Anta is even more surprising.

However, in this cooperation, whether it is HYS that provided the design, Garmin that provided the relevant technical authorization, or even the OEM factory found by Ding Zhong, all made a lot of money.

Under the premise of the tripartite cooperation, Anta was able to achieve price barriers in the country in a short period of time.

If other companies want to imitate and assemble their own products in a short period of time, they really need to think carefully about how to surpass the first two companies in terms of appearance and technology while selling them at a price of 299 yuan.

However, when it comes to win-win cooperation, the collaboration between HYS Design and COSTA is the best.

Especially in the Huaxia region.

McDonald's COSTA could not be taken care of for the time being, and Xiangyang, who was busy preparing for the fashion week, did not have the energy. After finalizing the details, both parties still needed time to prepare.

However, some small peripheral projects of cooperation are progressing very quickly.

"Mr. Wang, Mr. Yu, your ticketing website is well run. Congratulations."

"Time Traveler" is about to be released and the road show will begin soon.

Han Sanping, who was extremely busy during the Spring Festival, finally found some time.

Don't ask him why he came here these days, the first thing he knows is that he is doing research.

"Mr. Han, you are too polite. We would also like to thank China Film Group for coordinating with the theater chains, which has enabled us to receive so much support." Wang Changtian and Yu Dong quickly expressed their opinions humbly.

Among the top six cinema chains in the country, they hold controlling or minority stakes in three.

Among them, Star Media Cinemas is still an important asset of China Film.

You said that "Time Traveler" can guarantee enough screenings for pre-sales during this period. Do you need my thanks?

"Our China Film Group is also the financier and distributor of this movie." Han Sanping said with a smile.

After greeting the two of them, he immediately came over enthusiastically when he saw Liu Qianqian, "Xiao Liu, when will your boyfriend come over?"

"It should be two days."

Liu Qianqian pursed her lips.

Xiangyang has been busy since he went back, and it has been several days since the fifth day of the New Year.

But from what Bi Shaffer said, Xiangyang was still working overtime every day in the design building at HYS headquarters to catch up with the progress, and had no intention of flying over.

"Okay, okay, no rush."

Han Sanping was looking for Little John as he spoke.

In my impression, this guy must have walked in at the front of everyone, but today there was not even a trace of him.

strangeness.

Out of habit, he cast a puzzled look at Liu Qianqian who was standing with Zhang Mouzi.

Before he could ask, Wang Changtian took the lead to explain for Liu Qianqian:

"I asked Mr. to go to COSTA's headquarters. This coffee company wants to provide some help with the roadshow."

"Oh? So soon, didn't they say McDonald's would sponsor it?"

Han Sanping was stunned.

The roadshow plan was confirmed several times in meetings before the holiday. He remembered that McDonald's around the university involved in the roadshow would provide free meals to students with roadshow tickets on the day.

What? There’s another coffee seller?
Forehead.
Is there a coffee shop like this near these universities?
Han Sanping had hardly any impression of having ever met COSTA COFE, and was even more confused as to why HYS would cooperate with this company.

But when I think about it, I can't help but sigh.

Xiangyang likes drinking coffee the most.

The kind that you can't let go of.

He never thought that the young Chinese students he was concerned about cultivating would also be good at this.

"I heard that they have prepared a food truck to drive to the campus and provide free coffee to the students participating in the roadshow." Yu Dong, who had returned to China for a few days, smiled.

It’s just a common method of brand promotion.

No need to worry about it.

Several of our Bona cinemas are giving away free popcorn and Coke with pre-sale tickets for "Time Traveler".

"."

Han Sanping was stunned again.

One free meal and one free coffee are not enough.

Which movie theaters in Yudong offer free popcorn and Coke?
Why, you all have a lot of money, right?

Don’t talk to me about money, we at China Film Group can afford it!
Oh shit!

Because the box office of the Spring Festival movies released on the first day of the Lunar New Year was not good, I have to vent my anger for being criticized before the holiday is over.

I heard Han Sanping call his assistant and instruct the theater chain under China Film Group to come up with a plan as soon as possible.

Yu Dong said in a low voice:
"Boss Han, we are sending a gift to couples."

His voice was not loud, but many people heard it.

But compared to the indifferent reactions of others, Liu Qianqian bit her lower lip.

Only for couples?

That's it.

This way, I guess my Weibo will be busy again.
(End of this chapter)