Under Huang He's careful guidance, Qu Wei, that little clever head, finally grasped a bit.
"Right, this mid-range luxury brand cannot be called Liushang Qushui Caiwei Shi, because that's a brand reserved for top-tier high-end luxury goods. The mid-range luxury needs a different brand!" After the theoretical part was finished, it was time for practical operation. "So, have you thought of a name for our brand?"
"No..." Qu Wei shook her head blankly. She had come to Huang He intending to turn her family's Liushang Qushui Caiwei Shi into a mass-market brand. Unexpectedly, it had become about creating a mid-range luxury brand. While she had accepted this sudden shift in direction, if you asked Qu Wei if she had thought of how to do it, the honest answer was no.
"Then why not just call it Caiwei? Your name also has Wei in it, so you should like this name!" Our boss Huang was truly overbearing, directly thinking of a name for her.
However, to be fair, Qu Wei did quite like the name Caiwei. In fact, the brand Liushang Qushui Caiwei Shi was originally just called Caiwei. But the brand Caiwei had already been registered by someone else, so she couldn't register it. She coincidentally remembered a poem by a Tang Dynasty poet named Leng Mo, which went: "Wang shi mi gu zhan bu xiu, geng jiang zao fan ren ding hui, you ji shan hong lan man chu, Liushang Qushui Caiwei shi."
Actually, this poem wasn't particularly great. Tang Dynasty people didn't think highly of it, and you couldn't even find it on Baidu. Qu Wei had stumbled upon it in a small, old book, but she absolutely loved it.
Qu Wei especially adored the last line of the poem, "Liushang Qushui Caiwei shi." Since the name Caiwei was unavailable, she decided to go with the incredibly convoluted name Liushang Qushui Caiwei Shi.
Who would have thought that this name, which she had come up with on a whim, would now become a world-leading luxury brand, while the brand Caiwei had never even been heard of.
"Caiwei is indeed very good, it's just a pity it can't be used because it's already registered by someone else!" Qu Wei sighed.
"Here you go!" As soon as Qu Wei finished speaking, Huang He placed a document in front of her. Qu Wei looked down and saw it was a trademark transfer agreement for Caiwei. Huang He had actually had someone buy the trademark.
"When did you buy it!" Qu Wei asked excitedly, holding the transfer agreement.
"I bought it a few months ago!" Huang He scratched his head and chuckled. "The owner of this trademark was an idiot. He used it for catering, but only opened one small store. Within two years of operation, it went out of business, and then the trademark was left untouched. A few more years, and it probably would have been canceled."
"But I was too lazy to wait, so I gave him ten thousand or so yuan and bought the trademark. It's also good that he only registered it for all categories but only used it for catering. So we don't have to worry about the trademark's previous brand image negatively impacting us!" Huang He rambled on.
"Thank you, boss!" Qu Wei, seeing her dream trademark back in her hands, hugged Huang He excitedly and then went straight for a kiss.
This startled Huang He. They were at his mother-in-law's house, and it was Saturday. Both kids were at home, and his mother-in-law was also present. They had just found a room to report on work, and if someone walked in, things would be difficult to explain.
So, Huang He quickly responded to Qu Wei, appeased the restless young lady, and then said, "I actually didn't just get the Caiwei trademark."
"In addition, I also bought the trademark rights for Liushang, Qushui, Caiwei, and Shi. From now on, these four trademarks will be the four sub-brands of Qiushang Qushui Caiwei Shi. Caiwei, as mentioned, will be for mid-range luxury in the entire apparel category. Liushang can be used for mid-range luxury in jewelry, Qushui for mid-range luxury in perfumes and cosmetics, and Shi for the best mid-range luxury in watches!"
"This way, the major luxury product categories in the world are all covered in one go. At the same time, when these four sub-brand names are combined, they form the name of the top-tier luxury brand Liushang Qushui Caiwei Shi. Wow, thinking about it makes me so, so excited, like the feeling of Transformers combining!"
"Four mid-range luxury brands combined together form a top-tier luxury brand. This concept is absolutely brilliant. The higher and more prestigious we make Liushang Qushui Caiwei Shi in the future, the more these four sub-brands will rise."
"And conversely, if the four sub-brands are operated successfully and become widely known, then the value of Liushang Qushui Caiwei Shi will also steadily increase. This is a win-win situation where prosperity is shared and loss is also shared. One advertisement benefits all five brands. It's too..."
"Whether it's Dior, Chanel, or Versace, their brands all evolved from their founders' names. This fully demonstrates the importance of a designer to a mid-range luxury brand!"
"Therefore, we need to find an amazing designer to be the father and mother of Caiwei!"
"Ideally, this designer should have been you. With your current status, you are fully capable of being the lead designer for Caiwei, and that would instantly elevate the Caiwei brand. But the problem is, this would severely impact the brand value of Liushang Qushui Caiwei Shi. This top-tier luxury brand needs to be exclusively tied to you. If you become the lead designer for a mid-range luxury brand, the prestige of Liushang Qushui Caiwei Shi would drop. So, we need to find another designer to be the designer for Caiwei!" Huang He said.