Chapter 157 Advertisement After finding Dong Taohua and Xu Hui, Xu Heye said directly...
After finding Dong Taohua and Xu Hui, Xu Heye explained her plan directly: "Mom and Dad, Aqiao and I are planning to go to the mall to take a look. Do you want to continue shopping here, or go with us?"
Dong Taohua glanced at the paper bag in her hand and thought for a while: "You two go, your father and I will take Xiaowei to have a look at the clothing store." There are quite a few clothing stores here, and the things there are good and bad, but you have to pay for them.
"Okay, let's go now."
Dong Taohua asked again: "Are you going home for lunch?"
"No." Xu Heye shook her head. "After shopping at the mall, we still have to go to the factory. We'll have lunch there."
"Oh well."
"Let's go." Xu Heye looked at Pang Qiao and walked to the gate of the clothing city. Xu Heye thought for a while and turned back.
"Aren't you leaving?" Pang Qiao asked in confusion.
"Let's go, but I want to buy back all those pirated goods." Xu Heye said as she walked into the first store where she found the pirated goods.
After some bargaining, they bought the pirated brown polka-dot blazer for 60 yuan, then went to the second store, and finally spent a total of more than 300 yuan to buy all the five or six pirated goods they found in the clothing store.
"Cousin, why did you buy so many pirated copies?"
"Verify the version."
"Verify the version?"
"Yes." Xu Heye nodded, a cold look in her eyes. "Take them back to the factory and take them apart to see the manufacturing process of these pirated clothes."
There are different situations when it comes to piracy. Some people buy genuine clothes and then disassemble them to make pirated ones. This is the most common situation, and it is also a situation that all clothing factories are helpless about.
Clothes are not like technology. You can apply for patents, but that doesn't stop piracy.
However, this approach makes it difficult to perfectly replicate the craftsmanship of the original. The same garment can have subtle differences depending on the craftsmanship. Sometimes, different sleeve-attaching methods can create a different feel when worn.
Of course, the purpose of pirated clothes is to save money, so it doesn’t matter whether they are comfortable to wear or not.
Another situation is that someone in the factory steals their patterns and production process and sells them to outside factories. In this case, although the materials and fillings used in the pirated clothes are different, the production process and process of the entire garment are the same.
Therefore, these pirated clothes should be taken back and unpacked for inspection. It would be best if there are no traitors. If there are, they must be found in time to avoid affecting the subsequent new models.
Pang Qiao nodded, not quite understanding.
The two sisters carried a bunch of pirated clothes to the mall, where several stores sold their clothes.
Xu Heye touched it and found it was authentic.
The selling price is not low. The same genuine polka dot down jacket is sold for 200 yuan in Fei Cai's store, and some customers still think it is too expensive.
But here, a piece of clothing is priced at 399, but few people bargain. More importantly, this price is only considered medium-priced in shopping malls, and high-end down jackets can even cost 600 to 1,000 yuan.
You should know that at that time, the housing prices in some remote areas of Hucheng were only 1,100 square meters. This shows how expensive these down jackets were. However, even at such high prices, there was no shortage of buyers.
Xu Heye subconsciously looked at the brands of these expensive down jackets, but found that she had never seen many of the brands. The leading down jacket brands in later generations, such as Burstyn, were actually in the same price tier as their factory at this time.
Moreover, this brand does not stand out among many down jackets, and has not planted the brand awareness in customers' minds that they must buy Burston when buying down jackets.
How did such an inconspicuous brand like Burston become the top 1 down jacket brand in China?
A flash of inspiration came to Xu Heye's mind, and she thought of something, but that inspiration was like a naughty fish, slipping through her mind and then disappearing without a trace.
After coming out of the mall, Xu Heye walked to the roadside to hail a taxi, intending to take it back to the factory.
Not long after, a Santana stopped by the roadside. Looking at the green words "Empty" displayed on the LED screen on the roof, Xu Heye subconsciously thought of these three words - advertising space.
Advertising space.
advertise!
Yes, it’s advertising!
Xu Heye's breathing quickened and her whole body trembled with excitement.
Advertising, the secret to the rise of Bosideng is advertising!
The now little-known Burston brand quickly gained popularity through television advertising and eventually became a national down jacket brand.
If you want to replicate the myth of Burston, advertising is the most effective way.
Their factory can also advertise on TV, as long as it can leave an impression in everyone's mind that the clothes made by Chonghe Factory are synonymous with high-end and professional. Even if there are more pirated copies in the future, customers who recognize their brand will still choose their clothes.
But soon, Xu Heye rejected this idea.
No, not yet.
Television advertising can indeed quickly increase the visibility of their factory, but they also need enough physical stores and specialty stores, and offline and online cooperation to quickly seize the market and increase customer stickiness.
Running TV commercials and opening stores nationwide all require huge amounts of money.
With the limited funds their factory has, it simply can't support such a large scale. More importantly, their factory's production capacity is limited. Even if they open a physical store, the factory can't supply so many goods.
Without a physical store, no matter how loud the slogans are, customers will not recognize them or approve of them, and may even remind their competitors.
Tell those large and well-funded companies that advertising on TV is the best way to increase their visibility.
Therefore, this method cannot be used.
At least not now.
Is there any way to increase the visibility of their factory on a small scale, to help them capture the market in Hucheng and even the surrounding cities, but without making too much fanfare and alerting other competitors?
Xu Heye thought about it and her eyes fell on the LED display screen on the roof of the taxi.
By the way, isn’t this the best advertising spot?
In this day and age, those who can afford taxis are definitely not short of money, or at least willing to spend it. Using taxi rooftop LED displays to advertise to them is unobtrusive, but it can help them accurately reach their target customers.
Thinking of this, Xu Heye smiled. She opened the car door, waited for Pang Qiao to get in, and then she got in as well.
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