I must say, this deal was really lucrative.
Although I spent over 100,000 yuan to buy a used minivan, I sold over 6,000 items for more than a million yuan.
After deducting the cost of raw materials and overtime pay for employees, the gross profit is approximately 600,000 to 700,000 yuan.
In less than three weeks, Yu Ning earned six or seven hundred thousand yuan, and her "little fairy" image began to emerge.
Back then, Ruili magazine had a relatively high unit price, so the circulation was not large, only about 20,000 to 30,000 copies.
But high price doesn't mean no one will buy it, and small issuance volume doesn't mean small influence.
If you can't afford to buy every issue, a few friends each buy one issue to watch together, and a round of that takes half a year.
It may seem like just one magazine was sold, but this magazine influenced the fashion sense of at least six young people.
Yu Ning felt that having over four thousand customers in the third month was already a success, accounting for 20% of the total sales.
But Yang Yajing just shook her head and said, "Only four thousand? These designs are probably not attractive enough."
"Four thousand isn't enough? A 20% exposure rate is already very high, didn't you say that yourself?" Yu Ning felt that Yang Yajing's ambitions were a bit too big, and she seemed somewhat contradictory.
“The circulation and exposure of Rayli magazine are not the same thing. The circulation is indeed 20,000 to 30,000, but I estimate the exposure is more than 100,000.” Yang Yajing looked up as she said this. “Actually, your feedback rate is less than five percent.”
After Yang Yajing explained in detail how the "Rayli" magazine circulated among students and its social nature, Yu Ning's sense of satisfaction deflated.
"Huh? So, these designs aren't very successful?" Yu Ning pouted. "What about the other brands?"
Yu Ning didn't think any other brands were more unique than hers. But the small print on the advertisements indicating thousands of orders and the "hot-selling" logo that only appeared after ten thousand units were sold were things she could only dream of.
"Where exactly is the problem?" Yu Ning looked at her design, completely clueless.
“You won’t find the right direction this way. We need to rely on Quan Wukang. Let him lead a team to do some market research, and we’ll cover the costs.”
"Market research? How do you conduct research?" Yu Ning felt that this was not accurate. Generally, those fashionable and cool people would not patiently answer research questions; they would mostly dodge them.
"I never said I'd use questionnaires for the survey!" Yang Yajing certainly knew that too. "All you need is a voice recorder and a few copies of 'Rayli' magazine!"
"Huh? How do I fix it?"
It turned out that Yang Yajing had Quan Wukang find people to hold two or three issues of "Rayli" magazine and have fashionable people look at the magazine, asking them to point out their favorite brands and the items they had bought from those brands.
If you try to conduct market research with paper and forms, most people won't pay any attention. But if you hand someone a copy of "Rayli" magazine for free, and claim it's a fashion opinion interview... hehe! Why not take a look!
In just three days, Quan Wukang took more than a dozen voice recorders and asked Yu Ning for money: "It was agreed that each one would cost two hundred, plus sixty for the magazine fee."
Yu Ning paid the money readily and also gave Quan Wukang a total of one thousand yuan as a coordination fee. After transferring the contents of the dozen or so voice recorders onto cassette tapes, Yu Ning returned all the voice recorders to Quan Wukang.
"Call me again if you need any more work!" Quan Wukang was not only interested in this kind of work himself, but also happy to earn a little money.
Yu Ning took the cassette tape to Yang Yajing. By then, Yang Yajing had already bought a computer, opened a database document, and began to categorize and record the recordings she had heard.
By summarizing and analyzing the information, the reason was quickly found.
“Yu Ning, everyone likes your design style, but no one dares to wear it.” Yang Yajing pointed at the screen and said to Yu Ning, “Most people think it’s very unique and stylish, but it’s only suitable for special occasions or for people who are very bold and unconventional.”
"Huh? Do you want me to change my style?" Yu Ning asked, somewhat embarrassed.
"No! I should say that your design has some clever tricks up its sleeve." Yang Yajing shook her head.
"A little trick? How so?"
“You see, most people have bought, or would like to buy, clothing that tends to be understated.” Yang Yajing flipped through the magazine and pointed to the clothes that had been selected many times, “because these are clothes that you can wear every day.”
“Don’t I wear this every day?” Yu Ning pointed to her outfit.
“You’re different. You’re naturally ethereal, and you’re incredibly beautiful with a great figure that can pull off anything.” Yang Yajing pointed at Yu Ning and gestured up and down. “Even if you were given a military overcoat, you could make it look fashionable, but it would look tacky on others.”
"What should we do then?" Yu Ning pouted. "Ya Jing, you're always so quick-witted, think of something for me!"
"Did you bring your manuscript for the next issue with you?" Yang Yajing asked after thinking for a moment.
"I brought it!" Yu Ning took a small notebook out of her backpack and handed it to Yang Yajing.
After flipping through the items, Yang Yajing saw a pink patchwork jacket and took it to the photocopier to make a copy.
“This pink is too delicate and too eye-catching.” Yang Yajing began to doodle on the photocopy. “If we change it to pinkish-gray or almond pink, we can follow this pattern for the patchwork, but we can’t change the color or the fabric.”
The original design was a patchwork of peach pink and Barbie-style floral print, which looked stunning on Yu Ning, who has a slender figure and fair skin. However, if someone who is slightly chubby and has a yellow or dark complexion wore it, it would be a poor imitation and look incredibly tacky.
Next, she added some lace trim to the cuffs, collar, and hem.
"Look, this way, the clothes that were originally very flashy are now drawn to the small details by this modification. The colors won't make you look dark or fat either, so everyone can wear them, right?" Yang Yajing handed the picture to Yu Ning.
"Ha! You really are cunning! So this is how you use your little tricks!" Yu Ning seemed to have figured it out.
After being altered, this canvas jacket looks like a light pink fitted coat from a distance, nothing particularly special.
However, upon closer inspection, the details revealed by the seams become quite unique, and the lace that is subtly visible with the slightest movement further enhances the "fairy" quality of the "Little Fairy" brand.
"Anyone can wear this!" Yu Ning exclaimed. "Wow! I feel like you're a better designer than me!"
"That's because I modified it according to my own preferences!" Yang Yajing smiled. "I dare not wear most of the clothes you designed, because if I do, Jin Yiyi will cause trouble for me."
"Oh! I understand!" Yu Ning nodded. "I need to figure out how to design clothes that Jin Yiyi won't even notice when you wear them, right?"
"If you interpret it that way, it's pretty much the same, isn't it?" Yang Yajing shrugged.
"Okay! I understand!"
"Yu Ning, you don't need to change everything completely. Just make sure you have a low-key, cunning set of 10,000 subscribers every issue!"
"Then how should we choose?" Yu Ning hesitated for a moment, then immediately came up with an idea. "How about I design something for you each time, and you can choose whichever one you can alter to fit into?"
"Great! That way I won't have to buy any more clothes!" Yang Yajing laughed smugly, which made Yu Ning laugh too.
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