Reborn Entrepreneurial Giant

Hangzhou, where Taobao is located, has become an e-commerce center. Yangcheng, where Jumei is located, is also another e-commerce center in China, and a large number of cross-border e-commerce companies are engaged in cross-border e-commerce. inspired.

Chen Danlin's Fenghua International, the Danlin brand has moved from online to offline physical stores, and operates in first- and second-tier cities. The performance is not bad, so that's it. There are more and more competitors in domestic e-commerce. , become an Internet celebrity, and then start a business and bring goods.

In Taobao Tianmao, if you really want to achieve brand upgrading, you still have to rely on Jumei, not only because of the greater brand influence, but also because of Jumei's strong logistics capabilities, which can help small brands solve practical problems.

Shein, an e-commerce brand oriented to Europe and the United States, has a faster development speed, which is likely to surpass the Danlin brand, which makes Chen Danlin very tasty.

"I can't help it." Qu Li has a headache. What fast fashion brands want is a fast word, but enterprises must pursue a balance between cost, quality and response speed. The fewer stores open, the higher the cost. Chen Danlin still needs to learn geometry The car's approach is to expand from point to point, occupying first-tier cities and then expanding.

"Then I don't care, I must think of a way." Chen Danlin is at the prime of her life, her family is harmonious, and she is not short of money. She is at the most beautiful time in her life, and Qu Li can't resist her acting like a baby.

"You have been working in Jumei for so many years, so you should know the hot style thinking, but what hot products does the Danlin brand have until now?" Qu Li hugged Chen Danlin and was about to make a move.

"How can there be so many hot styles in the clothing industry?" It's not that Chen Danlin hasn't tried to introduce overseas fashion into China, Korean wave clothing, domestic urban idol dramas, their clothes can be popular for a while, but it's hard to be popular for a long time, and it's hard to become a hot style , not to mention the classic

"You can't do anything, what can I do?" Qu Li was puzzled

"If you can't think of a way, then go play by yourself." He pushed Qu Li away.

"..."

For the sake of his own happiness, Qu Li can only rack his brains. There is no way to make quick money, and it is very powerful to make fast fashion to the extreme.

"Why don't you make Hanfu."

"Hanfu, isn't it too niche?"

Around 2011, Hanfu became more and more popular, but it was accompanied by a lot of slander. Last year, under Fang Wenshan's initiative, Xitang, Zhejiang held the first Hanfu Culture Week for the first time. After 2016, Hanfu broke the circle and began to flourish.

"It's not that I haven't thought about it, but it's too difficult to promote and popularize." Chen Danlin

"You can extract one or two clothing items that are easy to promote and suitable for daily life."

"This is a bit difficult, do you have any ideas?" Chen Danlin walked over and passed by with bare hands

"Then choose a horse face skirt." Qu Li put his arms around Chen Danlin and picked her up...

It was raining and windy for a while, and it was not over after half an hour.

Danlin is a women's clothing brand, and its positioning is not good. ZARA women's clothing accounts for about 40%, H\u0026M about 51%; ZARA men's clothing accounts for about 30%, H\u0026M 16%, and the rest is about 30% for children's clothing.

Therefore, Qu Li suggested that Chen Danlin change the brand of Danlin to Danlin. The centralized name might attract male consumers. Regardless of whether they change it or not, they have now added children's clothing, which is similar to the "cotton era" positioning, and safety and comfort are the most important.

Then it is to reduce costs and increase efficiency, improve efficiency, and try to build offline physical stores together, which can reduce logistics costs and improve timeliness. There is a scale advantage first, and then there will be a cost advantage...

For Fenghua International, it has rich experience in e-commerce, and it is easy to establish advantages in scale. Except for the signs, the Danlin and Shein brands can be used in common, so the number of domestic outlets is too small to turn brand influence into a trend and become a general trend. .

No matter how relentless the online hype is, the number of offline physical stores is not enough, the number of experienced users is not enough, and the number of fans cultivated is limited. It is just a lame leg in development.

After figuring this out, Chen Danlin has more confidence. The differentiation of fast fashion products is not obvious. It is difficult to directly compete with Zara, H\u0026M, and Uniqlo in the same price range. Good quality launches word-of-mouth and price wars.

Who cares more about brands after buying fast fashion brands? As long as the Danlin brand does not stretch its hips, it will definitely be able to occupy a dominant position in China.

The two also discussed Seagull Watches, a brand that is not seen by the parent company but is wanted by many people. Now you can learn from overseas famous watches to make watches with high cost performance, and add more Chinese elements in the future, including the integration of intangible cultural heritage, and the more sold, the more expensive.

"Because the world doesn't need another Swiss luxury watch brand, but needs a luxury brand from China..."

In the world ten years later, it doesn't matter whether you love it or hate it. The western world can no longer ignore China and Chinese culture. As long as we seize the opportunity, I believe that consumers all over the world can accept a luxury brand from China.

"Is there still Yinghe Real Estate?" Chen Danlin seized the opportunity to consult

"Give up!" Qu Li

"Why?"

"We can't do commercial real estate well, so there's no need to force it."

Yinghe Center has built two shopping centers in Chengdu and Chongqing. It wants to replicate the success of MixC. It is not known whether it is too difficult in operation and management, or it is a team problem. Anyway, the operating conditions of the two shopping centers are not good.

Now the Yinghe Center of Xingsha is being built, but they are short of money again. The first two shopping centers have not brought them enough cash flow.

"What a pity, isn't it?" Chen Danlin

"We must learn to make trade-offs and know where our core strengths lie."

"Then should we continue to build our long-term rental apartments?"

"Of course, don't stop yet." Qu Li

"What should I do if I lack money?"

"Sell the Yingke Center Building in Beijin."

"Oh!" This is a reasonable thing, Yingke is not Yinghe after all

"Then what about the three shopping centers now?" Chen Danlin continued to ask

"You can decide for yourself, is it a team problem or our problem..."

It stands to reason that Quli’s resources are abundant enough, and the vacancy rate of Yinghe Center is not high. Why is the various data so much lower than those of peers? Maybe it's paranoia, after all, commercial real estate is no longer the field that the two are good at.

"There is also Longji shares. With our support, Suntech Power was acquired at the beginning of the year..."

After all, Wuxi did not let the speculators succeed. With the debt of 500 million yuan and the support of Honeycomb Energy and Tianming Fund, LONGi finally won Suntech Power and opened up channels to enter the international market. Unfortunately, it needs to bear the backlash from Europe and the United States, and the export tax rate is very high. Fortunately, domestic support for photovoltaic power plants has been launched, and market demand is increasing.

It must be summed up: that is, Longji, a photovoltaic giant, was ripened by him in advance. (end of this chapter)