Chu Yu wants to transform Mandarin into a luxury product, so she can't just focus on the product itself.
She also needs to do brand marketing planning, product premium pricing, advertising positioning, overseas promotion, and brand storytelling.
"Women will always pay for their feelings. What are feelings? A good brand story can make women feel good about a brand. Mandarin originated in China, but it is labeled as a Hong Kong product. What made this brand invest millions in scientific research and talent recruitment? What made the founder determined to create a brand that is suitable for Asian skin? I hope you can write this story well."
Many brands have unbelievable stories.
Only two people know the recipe, and they never fly at the same time, for fear that the recipe will be lost in a plane crash.
Seeing women on the streets during winter who didn't know anything about skincare sparked the idea to create skincare products.
I saw a rice stalk with very delicate hands, from which a unique product was extracted.
Whether the story is true or not is not important. What is important is that the brand story is told and people believe it. It is very difficult for a brand to obtain a high premium. Chu Yu wants to start promoting this from the very beginning of the brand's establishment.
Li Miao was, after all, a top student. With just a little guidance from Chu Yu, she understood what Chu Yu wanted.
In 1980s China, life was in full swing. Chu Yu stood on the windowsill of the second floor of the Mandarin skincare building and imagined that a Mandarin building would be built here in the future. In the urban concrete jungle that rises from the ground, there will be a place for Mandarin.
In August, He Lu and two design department employees concluded their advanced training program and officially returned to China.
After studying abroad for more than a year, He Lu's style of dressing has changed significantly. He used to pursue fashion when dressing.
But this kind of trendiness is nothing more than wide-leg jeans paired with an eye-catching shirt and sunglasses on top of your head. This kind of street fashion has nothing to do with real fashion.
He Lu used to be full of confidence, thinking he had grasped the true essence of fashion. After studying abroad for a year or two, he realized that there was a huge gap between him and art.
Nowadays, He Lu has simplified his style, preferring to use black, white, and gray to decorate his clothes. He likes to wear high-quality clothes and dress simply, yet he does everything well. Whether it's his meticulously styled hair or his shiny leather shoes, everything exudes a fashionable vibe.
Chu Yu was very happy that he had made such a change.
"He Lu".
"Chu Yu!" He Lu was overjoyed and rushed over to hug Chu Yu like an old friend.
Although they were nominally bosses, they had met when they were both struggling. Chu Yu never treated him as her employee. She hoped that He Lu would have a better future, that he could enrich his inner self, and that his painting skills would improve.
She did it, and He Lu did it too. Chu Yu was genuinely happy for him.
With He Lu, he also brought back thousands of fashion sketches he had drawn in his spare time, hundreds of pieces of popular street fashion and luxury clothing from abroad, and hundreds of display diagrams of foreign boutiques. Now, He Lu not only has a deep understanding of clothing fashion, but also has insights into brand display and store decoration.
He liked the environment abroad, but he also knew that China needed him. He couldn't wait to make his mark on this fashion-poor land of China.
He Lu rattled off a bunch of things, and Chu Yu accompanied him to look at various design drafts, praising them as they went. This book really wasn't a waste of time; after two years of studying, he was like a completely different person, his level of thinking was clearly different from before.
"To be honest, when you sent me to school, I was dismissive. I thought I understood fashion, I could design best-selling clothes, I could handle the season's sales targets, and I could make Mandarin a lot of money. Why would I need to study? But after going abroad, I realized how short-sighted I was. We at Mandarin not only need to make money, but also go international. We need to be ahead of fashion. We want to be like those luxury brands, reaping money from all over the world!"
Chu Yu smiled. He Lu was young, ambitious, and daring. She hadn't misjudged him. He understood her thoughts and knew her aspirations. Only a designer like him could help Mandarin improve.
"So, He Lu, I'm entrusting Mandarin to you. Your future is Mandarin's future, and I hope you can grow together with the brand. As your friend, the only thing I can do for you is support and trust! I hope you can go all out and make Mandarin shine with new brilliance!"
He Lu nodded vigorously, "By the way, you mentioned before that Mandarin is going to launch a high-end Champs-Élysées series and also release designer handbags. I have my own ideas about women's handbags..."
Chu Yu wants to create a luxury handbag brand.
Undoubtedly, her idea was far too far-fetched. After all, the world's famous luxury handbag brands have decades of history. Compared to them, Mandarin, which is just starting out, is like a toddler learning to walk, naive and unafraid of any threat.
But Chu Yu still believes that the gap of half a century does not need to be closed in half a century, and that she will one day be able to stand shoulder to shoulder with these luxury goods.
He Lu is a pragmatist. In just half a month, he mobilized the design department to design more than a dozen handbags and made models of these bags.
Continue read on readnovelmtl.com
