My Realistic Simulation Game

Chapter 113 Transformation: A Giant Apparel Retail Group

After meeting with Li Yuanchao at Tao Tao Ju, Qin Yuan returned to his hotel.

Instead of flying back to Yanjing immediately, he booked three tickets for tomorrow morning.

Fang Minghai helped him a great deal, both in terms of supplying Jeanswest products and in providing crucial public opinion support in Hong Kong. He needed to express his gratitude in person.

Upon learning that Qin Yuan was leaving, Fang Minghai quickly said that he would be back today and wanted to see Qin Yuan.

After thanking him over the phone, Qin Yuan made a small request: to ask him to help buy two high-end suits in Hong Kong.

One set was designed for the robust and muscular physique of Makov, and the other for the lean and tall physique of Ma Gan, supposedly to be brought to the Soviet Union as an important partner.

When he returned home, he promised Ivan that he would bring him a new suit when he went to the Soviet Union again.

He had not forgotten that promise.

As for the other set, he had other uses for it.

Fang Minghai readily agreed to such a small matter.

As evening fell, Fang Minghai rushed back to the hotel, looking travel-worn.

His secretary, Lin Shishan, was carrying five exquisitely wrapped gift boxes instead of the two sets Qin Yuan had requested.

"Boss Fang, this is..." Qin Yuan was somewhat surprised.

Fang Minghai laughed heartily and patted Qin Yuan on the shoulder enthusiastically: "Brother Qin, although I didn't make any money in the stock market with you this time, I witnessed a tremendous storm and even made a little splash. It was worth it!"

"So, besides the two sets you wanted for your Soviet friends, I also bought one set each for you, Brother Ma Gan, and Brother Ma Kefu, based on your build!"

"With limited time, I can only buy ready-made clothes. If I had more time, I would have found a master tailor on Hong Kong Island to take my measurements and make a custom-made suit. That would have been much better fit and more stylish!"

He looked Qin Yuan up and down and praised, "Especially you, Brother Qin, with your physique and frame, you're a natural clothes hanger. You'd look absolutely stunning in a suit!"

A warm feeling welled up in Qin Yuan's heart; this thoughtful gesture was truly rare.

He sincerely thanked him, "Brother Fang, you've gone to so much trouble, thank you so much!"

This address of "Brother Fang" made Fang Minghai beam with joy, clearly very pleased.

"Don't be so polite, come on in," Fang Minghai urged. "Brother Qin, try this on first and see if it fits you."

"If you're not quite satisfied, I'll call a tailor over right away, write down your measurements, and then have a top tailor in Hong Kong make a few outfits for you!"

Qin Yuan, with his sales background, naturally understood the weight of the saying, "Clothes make the man, and a saddle makes the horse."

Especially in the 1990s.

A well-tailored, high-end suit made of exquisite fabric is a walking business card, a symbol of status, strength, and taste, which can instantly enhance others' evaluation and trust in you.

He did not refuse and went into the suite as instructed to change into the suit prepared for him.

Fang Minghai smiled and introduced through the door: "Brother Qin, I don't know much about suits. Secretary Lin picked these out for you. Try them on carefully."

Lin Shishan smiled sweetly and said to the suite, "Mr. Fang, although this suit is not custom-made, it is still from the stock of the top tailor shop on Hong Kong Island."

"This fabric is top-grade British worsted wool, with a delicate feel and drape. It features a classic peak lapel design, which is the most popular style right now."

As they were talking, Qin Yuan came out of the suite.

In that instant, it seemed as if the entire room lit up.

Lin Shishan's eyes widened, a look of amazement flashing in them; she hadn't expected it to fit so perfectly.

No, it fits perfectly!
Broad shoulders, straight lines, and clean, sharp silhouette!
He was wearing a pair of shiny leather Oxford shoes.

She wore a light blue silk cotton vest underneath, creating a harmonious and layered look with the matching suit jacket.

The high-waisted lapel design makes the wearer appear taller and more slender, exuding a confident and composed sense of power.

Fang Minghai slammed his hand on the table and exclaimed in admiration, "Excellent! Excellent! Excellent!"

"Brother Qin, I told you my judgment was right! Your physique and demeanor are simply made for wearing suits!"

"With this outfit, even if you walk into the most luxurious banquet hall of the Peninsula Hotel in Hong Kong Island, no one will dare to underestimate you in the slightest!"

Even the skinny guy's eyes widened in surprise, and he exclaimed, "Brother Yuan! You...you're so handsome! If I bumped into you on the street, I wouldn't even recognize you, let alone dare to talk to you!"

Qin Yuan walked to the full-length mirror in the room and calmly examined himself in the mirror.

Indeed, the person in the mirror had a completely different demeanor, exuding a sharp edge, and was no different from the "scalper" who had previously appeared in an old jacket and looked travel-worn.

He picked up the dark blue silk tie, deftly tied a Windsor knot with his fingers, turned around, and said to Markov and Strangle, who were also eyeing the new clothes with longing, "Try yours too."

The two had been itching to get started, and upon hearing this, they immediately put their plan into action.

Makev, the burly Soviet man, awkwardly and excitedly put on the oversized suit prepared for him. Although his movements were somewhat comical, his robust physique, wrapped in the suit, lost some of its ruggedness and gained a rare sense of formality.

He looked at himself in the mirror from left to right, grinning foolishly, clearly already fantasizing about wearing this outfit back home and making Andrei and the others envious and jealous.

After putting it on, Ma Gan'er's slender figure was made to look much taller and more energetic.

While the two were excitedly trying on clothes and joking with each other in the inner room, Qin Yuan gestured to Fang Minghai, inviting him, "Brother Fang, shall we go downstairs to the coffee shop?"

"Perfect timing. I compiled a plan last night regarding Jeanswest's operations in mainland China, and I'd like you to take a look."

"Oh? You have a plan so quickly? That's great!" Fang Minghai's eyes lit up; this was one of the things he cared about most.

The two went to the hotel's quiet coffee shop and ordered two coffees.

Qin Yuan took out a neatly bound document from his briefcase and handed it to Fang Minghai.

The cover prominently displays: "Jeanswest Brand China Market Strategic Planning Outline (Draft)".

Fang Minghai eagerly opened the book, and the first thing he saw was a detailed market analysis report.

Qin Yuan picked up his coffee cup and began to explain his core ideas in a calm and steady voice:

“Brother Fang, I believe that Japan is the best reference point for our future development, a clear mirror.”

He got straight to the point.

"Look at the history of Japan's post-war economic boom,"

Qin Yuan lightly traced several stages on the table with his finger. "From 1945 to 1973, it was the 'golden period' of Japan's rapid economic development. During this period, Japanese society entered a stage that scholars define as the 'second consumption era'."

"The second era of consumption?" Fang Minghai looked away from the plan, a hint of surprise flashing in his eyes.

He had never heard of this term before.

Qin Yuan nodded and explained in detail: "During those thirty years, with the rapid advancement of the country's industrialization and the strong influx of American consumerist culture, Japan ushered in an era of explosive growth in 'mass production and mass consumption'."

"The main consumers in this era are families."

"It is precisely on this basis that large chain department stores and supermarkets began to expand rapidly, like mushrooms after rain."

"The consumer boom is no longer limited to major cities like Tokyo and Osaka, but has rapidly spread throughout the country."

Fang Minghai was taken aback; this scene was so similar to China today.

In the 1990s, the main consumers in China were undoubtedly families, and the consumption boom was no longer limited to megacities like Beijing, Shanghai, and Guangzhou.

And while he continued to concentrate.

Qin Yuan's voice also reached his ears at just the right time.

"At this stage, the core of their consumption philosophy can be summed up in three words: weight, the more the better, and the pursuit of being the same as others."

"In Japan during that period, mass production and standardization were the mainstream consumption trends."

“Everyone is pursuing ‘I want to have it too,’ ‘to be as good as everyone else.’” He looked intently at Fang Minghai: “Brother Fang, don’t you think all of this is so similar to China right now, especially to the coastal open cities?”

"Our reform and opening up is accelerating, the economy is taking off, people have more money in their hands and are eager for 'new' and 'good' things, but their purchasing power has not yet reached the stage of pursuing extreme personalization."

"This is the golden age of mass-market, standardized consumption!"

Fang Minghai nodded repeatedly as he listened. Qin Yuan's analogy based on Japanese experience was novel and highly persuasive, instantly making his understanding of the domestic market much clearer.

"So, you mean that from now on, the path for Jeanswest is to follow the trend of this 'second consumer era'?"

Qin Yuan nodded and pointed to the core strategy section of the plan.

"That's right, we need to establish a complete and efficient supply chain system to achieve mass production and standardization!"

"This is the foundation upon which Jeanswest stands!"

Fang Minghai paused for a moment, then quickly raised his head and said, "Don't worry about that. Guangdong currently has the foundation for development, and my factory and the supply chain behind it can meet all the above conditions."

He paused for a moment: "What I'm worried about now is the distribution channels, the channels for selling products quickly."

"There's no need to worry about the distribution channels," Qin Yuan said confidently and arrogantly.

"Following our previous strategy of exporting and then selling domestically, after I make a name for myself overseas, I will immediately create a big buzz in China through newspapers, television and other media to make the 'Jeanswest' brand a hit."

Qin Yuan explained his business blueprint, "In this process, we will adopt a strategy of 'high-profile and rapid penetration'."

Fang Minghai unconsciously leaned closer: "Brother Qin, could you explain in more detail?"

Qin Yuan said casually, "First, we will open large flagship stores in the core business districts of first-tier cities, such as Wangfujing and Xidan in Beijing, Nanjing Road in Shanghai, and Yanjing Road in Guangzhou!"

"The store should be large, with modern, bright, and high-end decor, and the merchandise should be abundant, neat, and easy to see at a glance."

"These flagship stores do not pursue maximizing profits per store, but rather aim to establish a brand image, quickly increase brand awareness, and set market standards!"

"We want consumers to associate 'Jeanswest' with quality, fashion, and affordable good clothes whenever they think of it!"

In today's world, this large-store model is undoubtedly extremely risky.

But Fang Minghai was convinced of it at this moment.

"and then?"

Qin Yuan's gaze remained unchanged as he tapped the table with his finger: "Once we've established a firm foothold in core cities and our brand image is deeply ingrained in people's minds,"

"The next step is to leverage the brand's momentum and quickly expand downwards!"

"By developing a franchise model, we will expand Jeanswest's store network to second- and third-tier cities, and even broader town markets!"

"Only at this point did 'Jeanswest' have the foundation to become a national brand!"

Fang Minghai looked at the plan in his hand and listened to Qin Yuan's clear, logical, and well-organized explanation, and was deeply impressed.

He hadn't expected that Qin Yuan not only had a profound understanding of the domestic market, but was also so knowledgeable about the history of international business development. This strategic plan had both theoretical depth and strong practicality.

He keenly noticed the style revealed in the plan: "Brother Qin, this...this approach, it looks a bit like the strategy of fast-moving consumer goods giants like Uniqlo and Zara."

"That's right!" Qin Yuan admitted frankly, "This is precisely the best path for us to quickly open up and capture the mass market!"

"The core of Uniqlo's basic styles and ZARA's fast fashion model lies in their efficient supply chains, standardized products, and strong channel control."

"What we need to learn is this essence!"

"While ensuring quality and a certain level of fashion, we aim to offer affordable prices, convenient purchasing, and rapid updates!"

Fang Minghai was completely convinced; it was as if a whole new world had been opened for him.

But he also thought about the future: "What then? Once the domestic economy develops and people's consumption upgrades, will we continue to follow the path of Uniqlo and Zara?"

“No,” Qin Yuan shook his head decisively, his eyes becoming profound. “At that time, the market will enter a new stage, which is the ‘third consumption era’ that Japan is currently in.”

He further explained, "Entering this era, people's consumption concepts will undergo a huge transformation."

“Young people, in particular, will shift from pursuing ‘mass appeal’ to pursuing ‘personalization’, ‘brand connotation’, and ‘self-expression’.”

"From chasing mass-market brands to being passionate about exploring various niche brands."

"Young people are keen to buy clothes and accessories of different styles and tones in order to explore themselves and show their individuality."

"The demand for exploring 'who I am' and 'who I want to become' will be unprecedentedly strong, thereby driving a frenzy of personalized consumption."

Qin Yuan gave a vivid example: "Look at Japan now, all sorts of styles are going on and on, such as neo-traditional, Yokohama traditional, and pre-Pee style."

"Designer brands such as Kenzo Takada, Issey Miyake, Rei Kawakubo, and Kansai Yamamoto are emerging one after another and are highly sought after."

"In essence, it is because Japanese consumer attitudes are shifting towards personalization."

Fang Minghai nodded. Although he hadn't heard of all these Japanese names, he had heard of Kenzo Takada.

"Anything else?" he asked.

Qin Yuan nodded: "For example, the advertising slogan for Seiko watches illustrates this point well—'Since we change our clothes every day, shouldn't we change our watches too?'"

"The message conveyed is actually just one thing: commodities are no longer just practical tools."

"Consumers are beginning to value other benefits attached to products."

"Added value?"

“Yes!” Qin Yuan said firmly, “'Emotion' and 'added value'—these both represent the consumer’s attitude, the consumer’s taste, and the consumer’s uniqueness.”

"These are the key reasons why they will choose products and brands in the future, rather than just practicality."

"Luxury goods, why are they luxury goods?"

"It is precisely because of its inherent ability to transcend social classes that, when taken out, it allows the owner to silently express their wealth, value, and taste."

"These are the greatest values ​​of luxury goods."

"The establishment of a brand lies in the added value."

Fang Minghai listened with rapt attention, feeling that Qin Yuan had elevated his business acumen by several dimensions.

The fast-fashion giants like Uniqlo and ZARA that Qin Yuan described, as well as the designer brands that he listed that are famous in Japan and even the world, have market values ​​of billions or even tens of billions of US dollars!
The potential of the Chinese market is more than ten times that of Japan.

If Qin Yuan's strategic blueprint can truly be followed, a giant apparel retail group can be established in China that is even larger than Uniqlo/Zara, and can also incubate or introduce high-end designer brand lines in the future...

As a key partner and shareholder, how astonishing will Fang Minghai's status and wealth become?
At this moment, Fang Minghai was absolutely certain that his decision to go against all odds and deeply partner with Qin Yuan to jointly build the Jeanswest brand was the most correct and forward-thinking investment he had ever made!

"Brother Qin!" Fang Minghai excitedly grasped Qin Yuan's hand, his eyes filled with anticipation and confidence.

"With your strategy, why shouldn't Jeanswest become a national brand in China, or even a world-class apparel giant?"

"Don't worry, the factories in Guangdong will keep operating non-stop for a single day. We will fully cooperate with you to conquer the Soviet market. Also, leave the flagship stores in Guangzhou and Shenzhen to me."

"I promise I'll do a perfect job."

Qin Yuan smiled and returned the handshake, "Brother Fang, it's a pleasure to do business with you!"

At this moment, what came to mind was not only the Jeanswest store network, but also the dramatic changes that were about to take place across the vast Soviet lands.

And the figures of those players hidden at the top of the leaderboard, like behemoths lurking there.

The road ahead is long, but the direction has never been clearer.

(Two chapters combined, I'll release the second chapter this morning, don't wait.)

(End of this chapter)