With the help of her mother Ding Panyun and the excellent samples, Wang Hui showed great interest in the woolen coat Lu Qingyang brought.
She looked at the sample again and again, unable to let it go.
"Xiao Lu, to be honest, this coat you designed is impeccable in style, fabric, and workmanship. I personally like it very much."
Director Wang Hui put down her coat, but her tone was filled with a hint of concern.
"But... because they're so good and cost so much, the price can't be low. Although our department store customers have more spending power than other places, they're not willing to accept such... such novel and high-priced styles. I'm a little worried about sales. It would be a shame if these good things were left in the warehouse because of the high prices."
Wang Hui's concerns are very real.
She recognized the product, but as the head of purchasing, she had to be responsible for sales performance. She was worried that high-end styles would be "popular but not popular" in an environment where people generally pursue simplicity and consumption concepts have not been fully liberalized.
Lu Qingyang had thought about this problem a long time ago, and he understood Wang Hui's concerns.
He analyzed in a calm tone, "Aunt Wang, your concern is very reasonable, but the price of my clothes is not high, and everyone can accept it."
Lu Qingyang quoted a price that shocked Wang Hui.
Such good quality, but the price is not very high, only 10 yuan.
"Okay, I'll arrange a counter for you to sell these coats. Let's try it out first."
"OK!"
…
The goods were quickly delivered to the department store, and Director Wang Hui kept her promise and arranged them in a relatively conspicuous location.
However, the situation was not as hot as expected.
Occasionally, someone would stop in front of the brand new counter and look at the woolen coats hanging from afar, with amazement and admiration in their eyes, but very few would actually come forward to ask or touch them.
"Mom, look at that coat, it's so smart!" a young girl whispered to her mother.
"Just take a look at it, it's worth a few bucks! It's enough to cover the family's food expenses for two months. Besides, isn't this style a bit... conspicuous?" The mother quickly walked away, pulling her daughter.
Similar conversations are constantly unfolding.
The salesperson, Xiao Zhang, initially introduced enthusiastically, "Zhi, would you like to take a look at the coats? These are new products from Suicheng, and the quality is excellent!"
But what I get in return is mostly vigilance and rapid head shaking.
After a few days, Xiao Zhang hadn't sold a single item. He was very depressed and grumbled to the counter next to him:
"It's such a good thing, and the price is very reasonable, why is there no one who knows the value of it?"
Indeed, today's consumption environment is still conservative.
For the average family, this amount is a huge sum that requires careful consideration, and purchasing such a "trendy" non-essential item requires tremendous courage. Moreover, long-term material scarcity and a political climate have accustomed people to "following the crowd," instinctively keeping a wait-and-see attitude towards things that are too prominent or new.
Before, the school praised Shen Mo's study, but if they really asked them to pay for it themselves, almost no one could do it.
Lu Qingyang walked around the counter and immediately understood the crux of the problem.
It is not enough to just hang the clothes there. We need to break down the psychological barriers of customers and find a "medium" that they trust and can visually demonstrate the effect.
In December, China began to implement the policy of reform and opening up, and a wave of domestic economic activities began.
When everyone was busy working on the economy, Lu Qingyang had already laid out everything.
Taking advantage of this opportunity, Lu Qingyang came up with an idea. He asked Shen Mo to wear the camel-colored wool coat and stand quietly near the wardrobe counter, occasionally adjusting her coat or flipping through the product promotion poster next to her.
She doesn't need to be called out; she is the most vivid advertisement.
A tall, beautiful, bookish young girl, wearing a well-cut, warm-colored coat, stood there gracefully, which was itself an extremely eye-catching landscape.
This picture is more convincing than any text description or sales talk.
Shen Mo was embarrassed at first: "Qingyang, do you think this will work?"
"Put it aside, you watch it." Lu Qingyang said with confidence.
Soon, the effect was apparent.
"Hey, look at that girl wearing a coat. Is it the kind hanging on the counter over there?" Someone quietly pointed at Chen Mo and asked the person next to her.
"It seems so! Oh, it looks really good on me! It makes me look taller and more refined!"
"Let's go and take a look..."
More and more people were attracted by the effect on Shen Mo, and finally mustered up the courage to walk towards the counter.
"Zhi, do you still have the coat like that girl is wearing?" asked a customer who looked like a middle-aged female teacher.
"Yes! Yes! It's the one we have here, camel color. Can I get you one to try?" The salesperson Xiao Zhang immediately became excited.
Gradually, more and more customers came to the counter.
One, two, three... The coat finally opened and its momentum is getting better and better.
Salesperson Xiao Zhang was busy as a bee, but his face was full of joy.
Okay, this is a continuation of the previous post, tailored to the context of 1978:
The effect of Shen Mo's "living advertisement" was immediate. Over the weekend, the sales of coats showed a significant improvement.
But just as Lu Qingyang worried, Chen Mo is a top student at the Medical University with a heavy workload, and it is impossible for her to take leave every day to work as a "model" in the department store.
Through Director Wang Hui's introduction, Lu Qingyang found a young female salesperson named Li Xiaofang who had just replaced her mother's position.
The girl was pretty and tall, standing out among the crowd of people wearing blue-gray work clothes. She was also very smart.
Lu Qingyang privately discussed with Li Xiaofang and paid her an extra 10 cents a day as "hardship fee" and asked her to wear the camel-colored wool coat and walk around the counter when she was not busy, just like Chen Mo showing it off naturally.
You can get extra cashback for every piece you sell.
This was considered a considerable amount of extra income at the time, and Li Xiaofang readily agreed.
Thus, another scene appeared in the department store.
Wearing the same style of beautiful coat, but Li Xiaofang's effect is indeed different from Shen Mo's.
The bookish air and natural agility of a college student in Shen Mo were difficult for Li Xiaofang, a salesperson, to completely imitate.
Some discerning customers may feel that "something is missing", but even so, the persuasiveness of a living, breathing, beautiful girl wearing such a decent coat standing before them is still far greater than that of a static hanging product.
"Bai Zhi, is this coat you are wearing the one sold over the counter?" Finally, a customer took the initiative to ask Li Xiaofang.
"Yes, we sell them at this counter." Li Xiaofang answered with a smile, and she could also guide customers to see the real products.
When people see others wearing it and wearing it well, most of their doubts and timidity will be reduced.
Lu Qingyang came to check on the sales the next day. Although it was not as popular as when Chen Mo was there on the weekend, it was finally open, and he felt more at ease.
Although there are many modern clothes in his space that can be exchanged, some of them are too strange and many people find it difficult to accept them.
However, there are many old-fashioned styles, which look old-fashioned in modern times but are very novel at this time.
He planned to find a few more styles and have the factory produce them, which would be a good opportunity to establish a clothing brand.
It's just right at this critical juncture.
Knitted cardigans made of coarse or fine wool have simple patterns and are mainly in navy blue, jujube red, and dark green. They are warm and can be worn in many situations. They can be worn outside or inside, making them look gentle and practical.
Turtleneck sweaters are both warm and elegant. They are solid-color basic styles suitable for both men and women.
He also had straight-leg pants and flared pants, but since they weren't popular in the market, he asked the factory to produce a small batch.
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