Hong Kong's new giants

Chapter 258 [Cut Fat Li Lao One]

Time flies.

Monday, August 1988, 8.

The Landmark is located on Pedder Street in Central. This is the home of the British Land Corporation. There are seven first-class super buildings nearby. This is the heart of the Central District and the Kingdom of Landmark.

Landmark Plaza covers an area of ​​more than 3 square feet. There are 5 floors of platforms, two of which are basements. There are coffee galleries and teahouses all around, and the roof is covered with light-transmitting glass fiber, making it a high-end shopping and entertainment place in the Central District.

Connected to it are two high-quality buildings of Hong Kong Land——Gross Building and Duke Building. The two buildings are connected to Landmark Plaza. Both buildings have 47 floors, and the total rentable area is as high as 120 million square feet. One of Hongkong Land's core assets.

Such a high-end shopping and entertainment place, the high rent did not deter the Jeanswest brand, Jeanswest has a store here, covering an area of ​​850 square feet.

As a clerk of the Jeanswest brand, Ali is busy at the Landmark Jeanswest store. Unlike the clerks of other brands, the clerks of the Jeanswest brand are very efficient at work and pay attention to the development of this aspect.

From the moment customers enter the store, they will say with a smile: "Welcome to JeansWest!" After that, they will no longer actively recommend, and the customers will choose by themselves.The purpose is to prevent guests from having psychological pressure, and to visit and choose at will.

And these clerks have a lot of work, because most of the clothes in Jeanswest stores adopt the layout mode of stacking shelves, so that the store is a warehouse, which can store several times more clothes than normal stores (this saves storage expenses).The same style is labeled with different sizes, which is convenient for customers to choose.Of course, there are mannequins and posters nearby for display as well, as long as there are hangers for display too.

Because of this, in order to better provide customers with a better experience, the clerk will immediately refold the messed up clothes after the customers have finished picking.Not only that, this job is not the most important job of the clerks, they need to observe the faces and movements of the customers at any time, if they find that the customers have needs, they need to go there unconditionally as soon as possible.

In this way, customers can choose at random in Jeanswest stores without any pressure; once there is a need for shop assistants, they can get help in time.

Such a strong service capability is why the Jeanswest brand pays a lot of training fees every year, which accounts for about 5% of employees' wages (not paid by employees).

Ali is indeed very busy. The sales of the Landmark store have always been the top three brands of Jeanswest. With its comfortable fabrics and quality, Jeanswest casual fashion has been truly loved by the public, and the transactions in the store have not stopped throughout the day.

Although Ali is only a clerk, she has also compared several casual fashion brands on the market with the same price, and Jeanswest has achieved better quality and better comfort.

Although she is very busy at work, Ali does not have too many complaints, because her salary is at a high level in the same industry; as a shop assistant, she needs to participate in more than 200 hours of training every year, and there will be tutors for them. During the period, they will also organize team building Activities, quite relaxed and meaningful.

The most important thing is that the company promises that every employee has the opportunity to be promoted. There is no limit to the space for promotion, and the highest can be the top of the brand or even the top of the group.This makes many people who are just shop assistants see hope. In fact, it is also true. The company will select each month, which is one of the assessments.

Ali heard that an ordinary shop assistant has been promoted to the position of deputy store manager. If the company opens a new store, it may be entrusted with important tasks.

The job is high and the promotion channels are bright, which naturally attracts the hard work of the shop assistants.

"Welcome to Jeanswest"

Ali saw a fat man walking into the store a little arrogantly, looking not to be trifled with.But she did not neglect because of this, she greeted politely and gently.

Fat Li brought a high-level executive to the Jeanswest Landmark store. Recently, after a careful investigation by the high-level management, the report surprised him; the Jeanswest brand is the best in all aspects among the casual fashion brands in Hong Kong!

In terms of quality: Relying on the original high-quality production system of crocodile shirts, the Jeanswest brand has established a special research and development institution, which puts the comfort and quality of the fabric at the first place.

In terms of services: Jeanswest brand promotion, an employee needs to receive 236 hours of training each year, hire industry mentors, have a special training base, complete facilities,

In terms of stores: the Jeanswest brand is extremely innovative in store decoration and product display, which has shocked the industry.

In addition, Giordano, which had been rising rapidly, suddenly stagnated in performance, and the fat man immediately realized the seriousness of the problem; the important thing is that Jeanswest opened stores very quickly, almost one store opened every month, which made the industry people are at risk.

Fast, ruthless, and fierce have become Lin Zuhui's signature in business.

Originally, the leading local casual fashion brands have always been Giordano and Lionburger; now that Jeanswest has risen, both of them feel chills in their backs.

As soon as he entered the Jeanswest store, Fat Li looked at the neatly placed shelves on the short doorway, and suddenly felt a sense of recognition in his heart.

Fat Li went straight to the clothes shelf and looked at the many clothes on the shelf, but Jeanswest made full use of the space and showed a style of clothes for display, which would not make it difficult for customers to get their hands on them.

The plastic models and posters in the store also clearly remind customers that this is our style. If you need to choose, the shelf next to it is the place to start.

Fat Li picked up a set of T-shirts, the fabric was really comfortable and high-quality, and then looked at the price; after comparison, it was found that the price was not cheaper than Giordano, and it should be about the same, but I always felt that the fabric and quality of Jeanswest were better. After all, there are crocodile shirts.

He also knows that the Jeanswest brand pays great attention to the value of the brand. Many stars have joined, and recently released a philosophical advertisement: Will we change our clothes according to our mood and weather?Does being comfortable make us happier?Do we dress to hide ourselves, or to be seen?

Playing gimmicks so much that even the fat people are amazed, Lin Zuhui is worthy of playing the media!
Regardless of these marketing methods, they can not only promote the brand, but also add a cultural value to the brand.

To put it bluntly, Jeanswest is following the price route that is close to the people (mid-range, value for money). Some people think that the brand is a bit low-grade, but because Jeanswest endows the brand with cultural value, this situation will be reduced.

Fat Li was in a bad mood, so he deliberately messed up the clothes on the shelves, and then he found that the clerk didn't show any dissatisfaction, and only quickly folded them when he left a shelf, and the technique was very skillful.

During the period, Fat Li saw that many customers were carrying a plastic basket, which contained a lot of clothes, as if they were buying for the family, and seemed to be buying a lot for themselves.

Immediately, Fat Li's mood was even worse!

"Clerk! Clerk!"

Fei Li deliberately found fault, aiming to test whether the service of Jeanswest is really good.

Ali came to Fat Li and said respectfully, "Hello, sir!"

"What's the matter? I've been here for a long time, and no one has paid attention to me. How do you provide service!" The fat Li guy said proudly.His hands were not idle, he deliberately threw a piece of clothing from the shelf to the ground, and pointed at the waiter to find fault.

"Sir, I'm really sorry! What are your orders?" Although Ali was afraid of Fat Li's ferocious appearance, she still handled all kinds of emergencies according to the method during training.

"It's too late to ask me now. With your service attitude, you should close the store early!" The fat Li guy continued to teach the shop assistant a lesson.

Ali first bent down, continued to apologize, and then said: "Sir, I'm sorry, because our Jeanswest is a bit inclined to the mode of independent shopping, customers can choose from us at will; of course, if you have any needs, we will definitely be the first time came."

As the number of people around increased, Fat Li couldn't hang on any longer. It would be troublesome if he was recognized!

"Forget it, forget it, I won't visit your brand again!" Fat Li quickly led people away.

A person who looked like a store manager quickly explained to the fat man, and of course the farce ended in the end.

Back in the store, the store manager asked about the situation of several shop assistants, and investigated the surveillance in the store. Finally, someone recognized that this was the competitor's boss, Fei Li.The store manager comforted Ali and prepared to report the matter to the brand headquarters.

But here, Fat Li returned to the company and immediately began to think about countermeasures.

Unlike Lin Zuhui, he has many industries; even Bossini can't match it. Luo's itself is one of the four major garment families in Hong Kong, and made a fortune by reselling quotas.

Today, the Jeanswest brand is pressing harder and harder. If he does not come up with countermeasures, then his Giordano will be seriously depreciated.Giordano is his entire asset and he has invested too much in it.

Therefore, he will never admit defeat easily, even if the opponent is very strong!

He smuggled to Hong Kong at the age of 12, and started working as a child laborer. The journey has been difficult; of course, compared with the hardships on the road to success, it is obviously more terrifying to lose after having success.

Therefore, Fat Li quickly decided that whether it was a trick or a trick, the Jeanswest brand must be attacked.

Thinking of this, a stern look appeared on his face.He has been in the society all year round, but he still has a lot of courage.

He first approached his senior executives and asked, "Did the LEIT Group invest in a garment factory in Zhongshan?"

The executive replied: "Yes, I heard that the factory is very large and has first-class equipment."

"Okay, don't say so much!"

The higher-ups didn't dare to speak at once. The boss's temper has been getting worse and worse recently. After all, it doesn't feel good to go from heaven to hell.Last year, Giordano found a new impetus for growth, when the boss was in high spirits.Now facing the powerful Jeanswest, the boss is already moody.

Fat Li said: "Go and collect information on this, and then find someone to publish it in those small newspapers, saying that Jeanswest's clothes are produced in the mainland, and the quality is inferior. Remember, you must keep it secret, and don't do it all at once. Too much news."

For Hong Kong people, the quality of mainland production is indeed lower than that of Hong Kong, so this is indeed a selling point; in fact, the mainland garment factory of the LEIT Group has not yet started production.

The executive hesitated immediately, and reminded: "Boss, Lin Zuhui is not easy to mess with! ESPRIT's Xing Liyuan suffered such a big loss back then!"

Fat Li said angrily: "That's why I told you to be careful! I'm not Xing Liyuan, so I won't be afraid of him."

In the eyes of Fat Li, he has nothing but the Giordano brand; therefore, if someone specifically targets Giordano, no matter what the opponent's status is, he will desperately resist.

"Okay, I'll be careful!"

Seeing what the executive said, Fat Li's face improved a little, and he said: "Now we are all prosperous and all hurt, so we must unite. Of course, buying advertisements is just a small way, and we still have to actively deal with JeansWest offensive."

"Well, I see. Recently, the management has been making corresponding adjustments based on the Jeanswest brand."

"We still have a lot to improve. Don't worry, I will never be defeated."

In fact, Giordano is still the best-selling local casual fashion in the market, but it is just an upward trend, which was killed by Jeanswest.After all, Jeanswest's opening speed and large stores have quickly seized many markets.

But Fat Li has seen the crisis, and he understands the principle of ebb and flow. When the Jeanswest brand grows up, it will have a great impact on Giordano.

Therefore, he decided to take the initiative and attack from all sides!
(End of this chapter)