Life in the world of film and television

Chapter 455 Business Strategy
Deep Blue Technology, in the conference room, Li Mu glanced at everyone: "Mr. Liu, please talk about it first!"

Liu Tianming, the person in charge of Deep Blue Technology, who was recruited by Li Mu through a headhunting company with a high salary, said: "Chairman, according to your request, we have screened out the hot new products in the consumer field. Besides some big items, there are also many more suitable ones. electronic products."

"For example, smart bracelets, smart speakers, projectors, automatic sweeping robots, balance cars, drones..."

Li Mudao: "The most important thing for the company's first product is to promote the brand and gain popularity. The product must be novel, not too complicated, and the price of a single product should not be too high, so that more consumers can come into contact with our products... "

Liu Tianming said: "I think the smart bracelet is very good. It is novel and technological, and the product is not complicated. Reputation."

Li Mu nodded: "This field is really good. It does not require high technology, but it is a cutting-edge technology product. The market is also large enough, and it is suitable as our first product..."

After confirming the product, everyone began to discuss how to build the product.

Liu Tianming said: "Chairman, how to position the product? Start with low-end, mid-range, or high-end..."

Li Mudao: "High-end, from the very beginning, the brand Deep Blue should be shaped into a high-end brand."

"Also, we are different from other high-end brands. In this regard, we have to learn from Xiaomi and maintain a very low profit margin for products with high quality and good price, which makes it easier to shape our brand."

Liu Tianming: "Is it to learn from Xiaomi and make products with extreme cost performance?"

Li Mudao: "There is no need to ask for the ultimate cost-effectiveness. The ultimate cost-effectiveness is the lowest price achieved on the basis of the same product performance. It does not mean that the quality of the product must be good enough. It just achieves the most cost-effective among products of the same grade. It's a performance-to-price ratio, not quality."

"For our first wristband, regardless of cost-effectiveness, all materials are made of the highest quality and manufactured according to the highest standards. Based on the manufacturing cost, the sales price is determined."

Liu Tianming said, "I understand."

Li Mu said: "What about the foundry! Do you think it's suitable? The quality must be guaranteed."

Liu Tianming said: "The domestic foundries with the best quality are Foxconn, Luxshare Precision, BYD, Flextronics, Pegatron... These large foundries, Apple, Dell, HP... these large foreign technology brands are generally these Purchasing from the factory, the quality is guaranteed.”

"However, compared with some small and medium-sized foundries, the prices of these large foundries may be higher. In addition, the foundry orders must also reach a certain scale. If the orders are small, it is not worth opening a production line, and they may not accept them. "

Li Mudao: "It's okay to have a high OEM price, as long as the quality is guaranteed. There's no problem with the order. The R&D and design departments should also speed up the progress and strive to make a stylish and technologically-sounding bracelet."

"As long as the product is designed, the order will not be small. The first batch of orders should have 30 to [-] bracelets."

Liu Tianming's eyes lit up and he said, "None of the major foundries in China will refuse this scale."

Li Mu warned: "Mr. Liu, you have to keep an eye on the R&D and design side. This is our company's first product, and the quality must be the best. In addition, the electronic products that young people buy now, performance is one aspect. Appearance is also important, just like apples."

"So, while ensuring the quality, the appearance of the bracelet must be high. Don't be afraid of the high cost, as long as the product is beautiful. Don't treat it as a bracelet, but as a work of art."

Liu Tianming nodded and said, "Chairman, I understand."

Li Mu said with a smile: "Don't be under pressure. For high-end talents in R&D and design, don't stop recruiting. As long as you have strength, salary is not a problem."

"Okay, I'll stop here, report to me in time if you have any questions, and you continue the meeting..."

……

After leaving Deep Blue Technology, Li Mu came to Shangpin Clothing which had just been established.

Tao Xingzhi, the person in charge, saw Li Mu coming, and hurriedly brought someone over to greet him: "Chairman."

Li Mu nodded: "Old Tao, call the two vice presidents and several department directors, let's have a meeting."

Tao Xingzhi smiled and said, "Okay, chairman, you go to the meeting room first, and I'll make arrangements."

After entering the meeting room, just after sitting down, the seven or eight senior executives who had just joined Shangpin Apparel filed in and finished.

"Chairman!"

"Hello, Chairman!"

……

Li Mu nodded at them with a smile, and said after another 2 minutes: "Everyone is here, and you are all elite soldiers who have been dug out by me personally. Next, we need everyone to work together to make Shangpin clothing. .”

Then he looked at Tao Xingzhi: "Old Tao, how is the design department going? Do the fashion designers I contacted have any clues?"

Tao Xing knew: "There is already a clue, the economic situation is not good recently, all walks of life are laying off employees, we have given enough sincerity, and the salary is high enough, although those designers are good, there is no reason to refuse. "

Li Mu nodded. This is the truth. The recent economic situation is not good, unemployment is coming, and a large number of talents have flowed into the market.This is also the reason why Li Mu was able to recruit a large number of talents in such a short period of time.

"That's good. Let me tell you about the future development direction and positioning of Shangpin Clothing, and let's have a good communication."

"Shangpin Apparel will be positioned as a mid-to-high-end and high-end brand in the future, and will not be a low-end or mid-to-low-end brand. Everyone should keep this in mind. It is not easy to cultivate a brand. I hope everyone will work together."

Everyone nodded silently, and some even took out their small notebooks and began to remember.

Tao Xing knew: "Chairman, the domestic high-end brand market is currently occupied by foreign brands. Domestic products are all low-end, mid-to-low-end, and the best batches are also mid-end."

"The company has just started, and it will be difficult to directly launch mid-to-high-end or even high-end brands..."

Li Mudao: "Difficulties, of course there will be. However, for a brand, positioning is very important. If the initial positioning is a low-end brand, there is a high probability that it will miss the high-end market in the future, and can only be in the low-end market."

"This aspect is what we need to avoid. Directly developing mid-to-high-end brands will naturally have many difficulties, but this is the path with the greatest potential. If you can start and stick to it, the future returns will be beyond imagination."

"Nowadays, in the field of Internet and science and technology, there are national brands of their own, and they occupy the high-end market of the entire ecological chain; but the clothing industry, despite its size, has so many domestic brands, but lacks a national brand , and compete with well-known foreign brands.”

"We, Shangpin Apparel, aim to build a national brand with this as our goal."

Tao Xingzhi nodded: "The chairman is right. If you want to operate a high-end brand, the initial positioning must be high-end. If you start with low-end positioning, there is no possibility of upgrading to high-end."

"The positioning of the brand has always been easy to go down, but difficult to go up."

"However, brand building is also a big problem, especially in China, it is too difficult to build a high-end brand."

Li Mudao: "Then we need to take a slant and not directly attack the high-end market occupied by foreign brands, but work hard on price and quality?"

Tao Xingzhi was stunned for a moment: "Price and quality?"

Li Mu said: "Yes, price and quality!"

"Compared with other traditional industries, there is a huge difference between the cost and sales price of clothing, and the same is true for higher-end brands."

"It just so happens that we are the world's factory, and those well-known foreign brands that sell well in China are actually manufactured by domestic OEMs. Strictly speaking, domestic clothing brands can fully achieve the quality of foreign top-tier brands."

"This is our confidence and our opportunity?"

Tao Xingzhi asked thoughtfully, "What does the chairman mean?"

Li Mu said: "Learn from Xiaomi back then?"

"Before the emergence of Xiaomi mobile phones, the domestic mobile phone market was extremely chaotic. The high-end market was occupied by foreign brands, leaving only some low-end and mid-end markets, which were divided up by domestic mobile phone brands."

"Not only that, more than half of the mobile phones in the domestic market at that time were counterfeit phones. It's not that people like to buy counterfeit phones, but counterfeit phones are cheap and affordable."

"Especially after the emergence of smart phones, the only few smart phone brands in China sell at very expensive prices, and most people will continue to buy counterfeit phones."

"Until Xiaomi appeared and shouted the slogan of being the ultimate price-performance ratio, the hardware was full, the price was the lowest, and the profit was even less. Relying on this strategy, Xiaomi conquered the city all the way, and several domestic brands were defeated. You can only learn from Xiaomi and sell at a lower price.”

"Even the counterfeit machines that occupy half of the country are also helpless. They retreat overnight and disappear soon."

"It's true that Xiaomi's products are more affordable than counterfeit phones, so there is no profit margin for these counterfeit phones, so naturally no one will make them."

Tao Xingzhi was surprised and said: "Chairman, should we learn from Xiaomi and introduce the spirit of making the best cost-effective into the clothing industry."

Li Mudao: "It can't be said that completely. What we learned from him is his model. This low-profit model is not to learn the ultimate cost-effectiveness."

"We don't need cost-effectiveness. Generally, products that emphasize cost-effectiveness are not high-end. Because in order to improve cost-effectiveness and make items look more affordable, part of the quality and quality will be sacrificed."

"For really high-end things, people don't consider the cost. The higher the quality, the more expensive the goods, but they are becoming more and more popular in the high-end market."

Tao Xing knew: "Chairman, what do you mean, we, Shangpin Clothing... take the high-end and affordable route, make clothes according to the quality of high-end brands, and then sell them at extremely favorable prices."

Li Mu nodded: "That's what it means."

"When the design plan of the clothes comes out, in terms of OEMs, we will choose those factories that manufacture clothing for international first-line brands. Expensive raw materials are not a problem, and high OEM fees are not a problem. It is enough for the first-tier big names to match.”

Tao Xingzhi nodded: "I understand."

Li Mudao: "In terms of selling price, we all know that the clothing industry has high profits, and the difference between cost and sales can sometimes be several times."

"Of course, most of this part of the profit is made by the major agents and terminal sellers, and the ex-factory price will not be so high."

"The brand we will launch next must achieve the ultimate in quality, use the highest quality materials and workmanship to create products, and completely compare with the quality and quality of international first-line brands. In terms of price, we must also achieve the lowest price."

"We don't need franchisees or agents. For a period of time in the future, our products will only be sold through the Internet, and we will also establish direct stores directly under the company in the future."

"Without agents and franchisees at all levels sharing profit, the same material, quality and quality, the price of Shangpin can be half or even one third of other brands."

"If there is this brand in China, with top-level workmanship and quality, the price is only one-half to one-third of other brands, or even lower. Maybe many people who only recognize the brand will still not buy it, but there will be some There are a large number of people who pay more attention to workmanship and quality, because of the more favorable price, they have the desire to buy."

"We are targeting this group of users next."

Tao Xingzhi's eyes lit up. Although he didn't know the probability of success in doing so, it was indeed a way to enter the mid-to-high-end market, speaking with quality and quality.

……

The meeting ended quickly. Under Li Mu's remote command, the two companies have developed rapidly recently, especially the R&D and design departments, and samples have even come out.

One day, Li Mu was swiping his phone when a text message came suddenly. After looking at it, it was Sun Xiaoli: "Li Mu, I'm about to lose my job."

The two often chatted online, and Li Mu said, "Aren't you doing well? Why are you about to lose your job?"

Sun Xiaoli said: "The company's economic situation is not good. It is said that it will lay off employees, but there are not many layoffs! I am unlucky enough to be selected."

Li Mu said with a smile: "Then you are lucky enough. There are so few layoffs, and you can spread them out. If you don't hurry up and buy a few lottery tickets, you might win the big prize."

Sun Xiaoli said unhappily: "You're lucky! If I'm lucky, I won't be laid off. I'm so mad."

Li Mu said, "Do you want to introduce you to a job?"

Sun Xiaoli said: "Okay, Boss Li, you have already started a company, so I want to hug my thigh."

Li Mu smiled and said: "Okay! You should know that Sister Man is also working here now, you can contact her later and let her arrange it for you."

Sun Xiaoli said: "Really, thank you, Boss Li, okay!"

……

After finishing the chat, Li Mu called Su Man again.

"Sister Man, have you heard that the old company is about to lay off staff?"

Su Man said: "I've heard people say that it seems that the benefits are not good, what's wrong?"

Li Mu said: "Sun Xiaoli will probably lose her job this time. You know her ability. Although she can't support a big scene, she still does things in a down-to-earth way. It's more than enough for a small grassroots leader."

Su Man said, "Boss, what do you mean..."

Li Mudao: "After all, we are colleagues, and we have a good relationship. You can arrange it. Go to Muwu Group or Shangpin Clothing to be a small grassroots leader. Choose one of the two and let her choose one."

Su Man said: "Okay, I'll contact Sun Xiaoli later, thank you boss for being so nostalgic."

(End of this chapter)