The Industrial Giant Reborn.

Chapter 526 The beginning of entering the mainland shoe industry

"How is the market for Anta shoes recently?" Chen Zhiwen asked again.

Although the shoemaking industry chain can create a large number of jobs, it does not make much profit because it is only OEM.

In the history of global business, except for some electronic components with extremely high technical content such as chips, other OEMs only earn a little hard-earned money. Even if high-end sports shoes have a higher technical content, they are only slightly better than clothing.

If you want to really make it big, you have to build your own brand, and the bulk of the profits will always be here.

Besides, Nike is better off. Because it is a shareholder, its OEM orders can be more stable, but other brands are not so stable. If it builds its own brand, it can at least stabilize the production industry chain.

Of course, if Anta really gets bigger and threatens other customers, then orders may disappear. This is normal. After all, if Foxconn also has its own mobile phone brand in later generations, it will be fine if the scale is small, but if the scale becomes large, Apple will only give orders to Foxconn if its head is squeezed.

However, this must be a long, long time later. In traditional industries, it is almost impossible to become so big that it threatens the established giants without any revolutionary innovation.

"Our Anta has opened a total of 1128 stores in Hong Kong, Bay Area and some countries in Southeast Asia. At present, the sales situation is pretty good. The total monthly turnover is almost between 3000 million and 5000 million Hong Kong dollars. However, it is still There is no profit, mainly because the investment in advertising is too big. The initial investment will be like this, but when the brand reputation is established, it will be much better." Wang Hualong replied.

"1128? The speed is quite fast!" Chen Zhiwen said with a smile. As for the lack of profit, he didn't care. If you want to expand quickly, this is an inevitable price.

"Except for some stores in Hong Kong and Wanwan, all others are franchised." Wang Hualong explained: "Although there is additional income from joining the franchise, we still need to pay for the advertising."

"Lao Zhou, how is TVB's satellite TV?" Chen Zhiwen thought for a while and asked.

"TVB started preparing for this more than two years ago. It is expected that the new satellite TV channel will be launched by the end of the year." Zhou Jiayang replied, then paused and explained: "The launch of satellite TV channels also requires We went through a lot of procedures. Although we skirted around and didn't apply in any country, we actually couldn't get the certificate even if we applied. But when it comes to satellite signals, we still need to apply for the signal frequency band from Intelsat, which took a long time. "

"The end of the year is coming soon. Let's tell TVB people to prepare some programs. As long as we have enough customers in Southeast Asia, it will be very helpful for us to promote various products." Chen Zhiwen nodded and said.

The main customers of Midea and Red Bull are Europe and the United States. Both products are high-end non-necessities, but the value is high. Therefore, they are only suitable for economically developed Europe, the United States, Japan, or a small number of groups in other countries. In Southeast Asia, The economic situation is much worse. The general population has higher demand for necessities, such as home appliances, clothing, shoes, food, etc.

Of course, supermarkets in the retail industry are needed and marketed by both developed and developing countries. Therefore, Chen Zhiwen has invested in both sides. Not only is it profitable and large-scale, but it can also promote his other products. However, it can The help is also limited. No one can monopolize the retail industry. Even the peak sales of Wal-Mart account for less than one-tenth of U.S. retail sales. If you want to do well, you still have to rely on various channels.

Now within the entire group, there are already many products suitable for Southeast Asia, such as Anta shoes, Red Bull's Very Coca-Cola, instant noodles and some cheap food, Midea's various black and white home appliances and kitchen appliances, etc. But in Southeast Asia, the country is too There are many, and the languages ​​are different. It is too laborious to promote. Even if we cooperate with local business leaders, it is difficult to promote.

Therefore, the main purpose of supporting TVB as a satellite TV channel was also for this purpose. Although after the 21st century, Hong Kong TV has gradually been eliminated from international channels by mainland TV dramas and Korean dramas, but its lethality in the 80s and 90s was still Very powerful. Like movies, Hong Kong dramas of this era are popular in Southeast Asia, the Mainland, and even Japan and South Korea. Many actors and actresses in Hong Kong are extremely famous in Asia, such as the Four Little Heavenly Kings, the future Vivian Chow, Joey Wong, etc. Young people in Japan and South Korea regard them as idols or goddesses.

What's more, in this life, my support for TVB can be said to be several times that of the original history, including the treatment of TVB actors who were ridiculed by the Internet in later generations, has become not bad, and the same is true for directors, screenwriters and surrounding supporting positions.

Money means motivation. In the past few years, TVB has dominated Hong Kong's TV dramas and has almost monopolized TV dramas in Hong Kong. It has also produced many TV dramas and variety shows. This has made Chen Zhiwen, a usually "boring" person, go through a lot of trouble. addiction.Chinese areas such as Bay Area and Macau also came to buy TVB's TV series copyrights. There were a lot of pirated copies in the mainland, but they were not held accountable. Chen Zhiwen also let these pirated copies spread at will because he wanted the mainland to use foreign exchange to buy TV series. That was It's impossible, it's better to cultivate user habits with Internet thinking, just like Microsoft in later generations.

However, no matter how popular the TV series is, it means paying a sum of money for others to buy it. It has no other meaning. But with your own TV station, it will be different. At least, you can first bring in the Chinese community in Southeast Asia. You know, in Southeast Asia, The average wealth of the Chinese is far higher than the average.

"Okay, I will notify Li Shuyi." Zhou Jiayang promised. TVB is also affiliated with Hutchison Whampoa, but if the Watsons are the same, that is, the upper and lower relationships in terms of assets, management and even finance are completely independent. They The leaders of the subsidiary companies will also occasionally report to their boss Chen Zhiwen.

The fundamental reason for this is also because there are too many such subsidiaries, and the boss would be exhausted if he paid attention to them. Therefore, Hutchison Whampoa is usually in charge. Chen Zhiwen also said that the scale of these companies has not yet reached the level of giants. When they do, Then it will be completely independent.

"Well, okay, Wang Hualong, when TVB's satellite TV channel is built, you can go to TVB and cooperate with them to advertise on satellite TV. The first batch of potential users should be Chinese. How to do it is up to you. ." Chen Zhiwen said again.

There are many languages ​​in Southeast Asia, and satellite TV stations tend to cover all places. There is no way to solve this language problem. Therefore, the target group of the first channel is Chinese. It mainly relies on Hong Kong TVB's own programs to attract Chinese. Although the density is not high, the total number It is also very large. The number of potential users is estimated to be more than ten times that of Hong Kong.Not to mention, half of the mainland will also be able to receive TVB’s satellite channels in the future. If it becomes bigger, there will be too many things that can be promoted.

However, there are still two Chinese languages: Cantonese and Mandarin. From a satellite technology perspective, it is possible to transmit two language signals at the same time. I don’t know if the receiver’s TV has this function. Midea is planning to build a super factory in the mainland. , whether it is a color TV or a black and white TV, it will have this function. This can be regarded as a store targeting the Chinese market.

"Okay, Mr. Chen." Wang Hualong agreed quickly, and then asked after a while: "Sheng Chen, I want to enter our Anta shoes into the domestic market."

"Yes, there are almost 20 cities in the mainland that have opened up to the outside world, and they all have very good economies and cover a population of [-]-[-] million. They are very suitable for you to expand the market, but there should also be foreign exchange. As for the control policy, you should use the foreign exchange exported by the factory as a balance. You should know the legal provisions here, right?" Chen Zhiwen thought for a while and said.

"I know, with the foreign exchange balancing policy, based on our factory export data, I can transfer hundreds of millions of orders to the mainland. It should be impossible for the domestic side to achieve sales of hundreds of millions." Wang Hualong said with a smile.Today, Nike's OEM orders for Anta alone exceed HK$5 million a year, and they are still rising at a very fast rate. Hong Kong's production capacity has also been expanding crazily in the past few years.

But in terms of labor, the cost is getting higher and higher. Nike may have considered the reason of the major shareholder, so it only raised the price issue. Otherwise, if other suppliers were left alone, they would either be forced to change places, or they would not Order given.Several other international shoe brands are similar, and they have basically begun to move to Wanwan, where labor costs are less than half of those in Hong Kong.

He had thought about this issue before, but Midea and Red Bull had begun to expand in the mainland, so he understood what the head office meant.

"This is not necessarily true. Don't look down on the mainland's consumption power." Chen Zhiwen said with a smile. There are rich people everywhere. In the mainland, it costs at least 5000 to install air conditioners. Last year, the figure was almost 5. The installation of telephones The cost is cheaper, about 2000, and the number of installations is about 30. Although many of them are consumed by public units, there are also many private ones. Even the sales of large home appliances are not low. Sports shoes are much cheaper, especially There are almost no sports shoes in China, which is a blank market.

"Are we planning to invest in opening a store in China?" asked Zhou Jiayang on the side.

"It's okay in Shenhai City. It's not a problem there at all. Anta will spend its own money to buy all the local shops available for sale in Shenhai City. The bigger the area and the better the location, the better. In other places, we still abide by local rules. If foreign investors can't open stores, then You don’t have to think too much about finding local people to cooperate with. I estimate that the mainland will soon relax restrictions in this regard," said Chen Zhiwen.

"Okay, Chen Sheng." Wang Hualong agreed.

(End of this chapter)