Chapter 1184： Own advantage

Then again, with the personality of the founder Michael, Everlane seems to be difficult to develop. Even with the intervention of strong capital, first of all, the reason why Everlane has become popular in the United States in a short period of time is because of its unique business philosophy. Again, it is also a stumbling block to the development of the brand.

If you want to bring the volume up, you must first have a sufficient number of products to capture the attention of more consumers, but at the current rate of hundreds of models in 4 years, there is no expectation to complete this goal in 10 years. .

It’s not enough if the style is not enough. Anyway, you can advertise, hire a few celebrity spokespersons, or go to Fashion Week for a round? At least it also made Everlane's reputation rise several times before it could be listed on the market, but in this way, the cost was increased invisibly, and consumers had to pay for it in the end.

This once again violates the brand's philosophy. When everlane's "simple" design is sold for the same price as LV, it is unknown whether anyone will agree with such a design.

In a certain way, once everlane is acquired, you have to endure its indifferent philosophy, get used to the Buddhist philosophy of business, and spend time in exchange for stable income.

However, if you want to win Everlane, you have to pass the Amazon first. Compared with the platform advantages that Amazon can provide, Yang Cheng seems to have nothing to do with it. Maybe it can help in publicity, but it can't stand others. what.

Amazon gave up chasing luxury brands and wanted to acquire Everlane, a mid-to-low-end fashion brand. It was also a helpless move. In other words, luxury brands look down on Amazon, and this road is cut off. Amazon can't Do nothing? It makes sense to make changes.

And if a brand like everlane develops well in the future, it is not impossible to make a big cake of billions of dollars. You must know that when Everlane first started, it was not only famous for its price transparency system, because this company Good at providing high-quality basic models, they are often used and compared. At that time, they were a real "big crocodile" in front of Everlane. It can be compared with it, showing how amazing its development potential is.

In addition, it is anti-fast fashion, providing basic models that are high-end and durable; it reduces promotion costs and does not open physical stores; it also reduces costs and does not require large promotional expenses, which are incomparable with Amazon.

Even Amazon's own brands are more or less imitating the way of everlane. Although the reputation is still far short, the effect is already obvious.

Everlane operates a smaller number of products and has limited revenue. When Amazon does its own brand, it relies on quantity to win and can make more profits. In addition, Amazon has more advantages than Everlane in terms of cost saving and logistics. Once they combine the two, they might actually create a revenue miracle.

It’s a long story, but these thoughts did not take Yang Cheng too long. They flashed through his mind, but they had to get nervous. In the everlane competition, Yang Cheng was undoubtedly at a natural disadvantage, although the headlines App and Amazon have extremely close cooperation, but this does not mean that Yang Orange can seamlessly link the e-commerce field.

Wait, thinking of this, Yang Cheng suddenly felt that he also had an advantage that Amazon did not possess.

Why did the Toutiao app open up and dominate the market so quickly? It’s not because Yang Cheng used the advantages of the prophet to find a profit model for Toutiao’s app at the fastest speed. The unique embedded advertising made the Toutiao app earn The advertisers are naturally very satisfied. The Toutiao app's promotion of its own products has achieved remarkable results.

This is the advantage of Yang Cheng. If everlane is successfully acquired, Toutiao app will open up a new sales situation for everlane. With exclusive embedded advertising and personalized push, everlane will attract more customer groups at the fastest speed. It is not a problem to double the revenue within time.

Moreover, the free big data resources of Toutiao app can also help everlane to better collect user feedback and various data. In this way, can it shorten the time to market for new products?

Thinking about it this way, Yang Cheng's thoughts opened up, and he immediately ordered, "Contact Michael and formally initiate an acquisition of Everlane."

Ryze didn't know what Yang Cheng thought, but that confidence undoubtedly infected him. It seemed that every time Yang Cheng showed that Zhizhu was holding it, it represented a kind of success.

. . .

After coming out of the company, Yang Cheng stood at the gate and lit a cigar without smoking. He just smelled it. The temperature dropped by two degrees. There were not many people on the street. At this time, he would either go home, his wife and children, or pay back Working overtime in the office to make progress, few wandering around on the street.

Hansen didn't know when he touched him, and he whispered, "Boss, it's too cold, get warm in the car first?"

Yang Cheng shook his head. He didn't know what he was going crazy. He just wanted to breathe fresh air, but there was not much fresh air right now. There was a lot of cold air mixed with car exhaust.

"It's okay, where's Andrew?" Turning around and looking at him, he asked casually without seeing Andrew.

"He just asked me for leave, saying that his friend had come to New York, and asked me if I was okay, and ran to the reception if it was okay.

I think you didn't arrange the boss, so you gave him a holiday on your own terms. "Hansen explained.

Yang Cheng is quite reasonable, and Andrew is a person next to him. This little thing is nothing. "You are responsible for the deployment of personnel. You don't need to tell me such little things in detail."

Hansen smiled shyly and didn't say anything. Sometimes the boss may not take it seriously, but when he is a subordinate, he has to take it seriously. He would rather take a bit more talk than make the boss suspicious.

Isn't this Yang Cheng's voice did not last long, and he suddenly asked, "What is Andrew's friend? I haven't heard that he has friends. Is it a comrade in arms?"

Hansen thought for a moment, and said truthfully, "I don't know, it seems that it was his playmate when he was a child?"

Yang Cheng frowned subconsciously. He was too lazy to complain about the friendship between blacks. Every black who came from a slum colluded with so-called friends and brothers. Once someone succeeds, these friends and brothers will become leeches and lie on you. Suck blood on your body until the last drop is absorbed.

Like many NBA and NFL stars who grew up in a slum, after making money, they bought a house and car for their friends, squandering money, and on the day they retired, they suddenly realized that they were bankrupt. If you disappear, you will even laugh at you as an idiot.

This kind of thing is very common in the United States, and it is also because Andrew has a deep relationship with him, Yang Cheng will instinctively ask more, lest Andrew is also targeted by such a brain-disabled friend to **** blood.

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