1
00:00:00,600 –> 00:00:01,733
哈哈哈
2
00:00:01,800 –> 00:00:02,566
我很省事
3
00:00:02,566 –> 00:00:03,300
你说这事吧
4
00:00:03,300 –> 00:00:04,100
我还不好意思
5
00:00:04,100 –> 00:00:04,966
打击啊打击
6
00:00:04,966 –> 00:00:07,000
打压他我说来
7
00:00:07,166 –> 00:00:09,266
我的产品项目为什么这么好
8
00:00:09,266 –> 00:00:10,166
我还没卖好
9
00:00:10,166 –> 00:00:11,733
因为我没碰到陈老师
10
00:00:12,900 –> 00:00:15,733
我靠这答案回答的很省事
11
00:00:15,733 –> 00:00:16,700
我靠天衣无缝
12
00:00:16,700 –> 00:00:17,733
还得了个高分
13
00:00:18,466 –> 00:00:19,766
咱以后不要这么回答
14
00:00:19,766 –> 00:00:20,766
咱回答点真的
15
00:00:20,766 –> 00:00:21,600
各位行不行
16
00:00:22,166 –> 00:00:22,966
行的请举手
17
00:00:23,500 –> 00:00:25,933
那净想省事能行吗啊
18
00:00:25,933 –> 00:00:28,400
来各位看一看海澜之家怎么玩的
19
00:00:28,400 –> 00:00:29,200
第一
20
00:00:29,666 –> 00:00:32,400
开店先交100万的押金
21
00:00:32,400 –> 00:00:33,933
再交100万的货款
22
00:00:33,933 –> 00:00:35,300
请问货发了没
23
00:00:35,966 –> 00:00:36,766
货发了没
24
00:00:37,400 –> 00:00:38,933
货没发来
25
00:00:38,933 –> 00:00:40,466
总部先收了多少钱
26
00:00:41,666 –> 00:00:43,266
好翻吧总部收了200万来
27
00:00:43,266 –> 00:00:46,400
第二总部派团队来运营
28
00:00:46,400 –> 00:00:47,766
把货拿过来卖
29
00:00:47,800 –> 00:00:50,566
卖不掉不用投资者管
30
00:00:50,866 –> 00:00:52,933
不投资者不用担心
31
00:00:53,066 –> 00:00:55,100
总部负责把货拉回去
32
00:00:55,100 –> 00:00:56,000
自己消化
33
00:00:56,066 –> 00:00:56,966
自己解决
34
00:00:57,066 –> 00:00:59,000
来加盟海澜之家的门店
35
00:00:59,000 –> 00:01:01,700
零库存 100%退货
36
00:01:01,700 –> 00:01:03,333
来跟我说零库存
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00:01:04,333 –> 00:01:05,666
100%退货
38
00:01:06,500 –> 00:01:07,933
100%调货
39
00:01:08,966 –> 00:01:12,466
请问这一招有没有有利于加盟商加盟
40
00:01:12,466 –> 00:01:13,966
他来告诉我有没有利
41
00:01:14,133 –> 00:01:14,800
有
42
00:01:14,800 –> 00:01:17,933
来 100万的押金属于什么钱
43
00:01:19,200 –> 00:01:20,500
押金属于什么钱
44
00:01:21,000 –> 00:01:22,966
永远不用还的钱来
45
00:01:23,000 –> 00:01:24,600
押金是不是等于保证金
46
00:01:25,266 –> 00:01:27,500
那保证金是不是钱在我口袋里
47
00:01:27,500 –> 00:01:29,100
这个钱的使用权归我
48
00:01:29,100 –> 00:01:30,533
所有权是加盟商的
49
00:01:30,533 –> 00:01:32,500
但是使用权是海澜之家总部的
50
00:01:32,500 –> 00:01:33,533
来告诉我对不对
51
00:01:34,166 –> 00:01:35,400
各位记住
52
00:01:35,600 –> 00:01:37,966
什么叫不卖产品
53
00:01:37,966 –> 00:01:39,066
卖什么不是卖什么
54
00:01:39,066 –> 00:01:39,900
赚什么不是赚什么
55
00:01:39,900 –> 00:01:41,100
干什么不是干什么
56
00:01:41,166 –> 00:01:44,466
各位人家海澜之家少赚差价
57
00:01:44,466 –> 00:01:45,466
不赚差价
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00:01:45,566 –> 00:01:48,300
海澜之家不赚差价赚的是啥
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00:01:48,366 –> 00:01:51,766
各位赚的是现金流
60
00:01:51,900 –> 00:01:54,266
赚的是保证金
61
00:01:55,000 –> 00:01:55,500
赚的是保证
62
00:01:55,500 –> 00:01:56,300
我没赚差价
63
00:01:56,300 –> 00:01:57,500
我赚的是保证金
64
00:01:57,733 –> 00:01:59,366
有人说老师
65
00:02:00,333 –> 00:02:02,200
那保证金有什么用
66
00:02:02,333 –> 00:02:03,800
保证金用处太大了
67
00:02:03,800 –> 00:02:04,533
账上有钱
68
00:02:04,533 –> 00:02:05,366
心里不慌
69
00:02:05,533 –> 00:02:06,600
各位总部
70
00:02:06,600 –> 00:02:07,600
没有自己的工厂
71
00:02:07,600 –> 00:02:08,200
听好了来
72
00:02:08,200 –> 00:02:09,466
跟我说没有工厂
73
00:02:10,966 –> 00:02:12,166
厂家做产品
74
00:02:12,166 –> 00:02:12,866
自己创新
75
00:02:12,866 –> 00:02:14,800
啥意思比如说
76
00:02:15,200 –> 00:02:19,000
比如说我们来自新加坡的呃
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曾总曾总
78
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是吧
79
00:02:20,800 –> 00:02:21,600
哎郑总
80
00:02:21,766 –> 00:02:23,533
比如说来自新加坡的郑总
81
00:02:23,733 –> 00:02:25,366
他他现在是做餐饮的
82
00:02:25,366 –> 00:02:26,800
他在新加坡做的很牛逼
83
00:02:27,066 –> 00:02:30,866
他们店很多明星都到他家店去用餐
84
00:02:30,900 –> 00:02:32,133
有一个人叫林俊杰
85
00:02:32,133 –> 00:02:33,133
大家有没有听说过
86
00:02:33,566 –> 00:02:34,566
唱歌的明星
87
00:02:34,733 –> 00:02:35,600
知道的请举手
88
00:02:35,900 –> 00:02:36,966
他家店的常客
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00:02:36,966 –> 00:02:38,000
各位厉害吗
90
00:02:38,533 –> 00:02:39,466
就全家人去
91
00:02:39,466 –> 00:02:40,333
他老爸也去
92
00:02:40,333 –> 00:02:41,600
就这个这个
93
00:02:41,600 –> 00:02:42,133
这个这个
94
00:02:42,133 –> 00:02:42,900
林俊杰的老爸
95
00:02:42,900 –> 00:02:44,166
不是老爸肯定也姓林吗
96
00:02:44,166 –> 00:02:47,466
对不对然后也上大家经常用餐来
97
00:02:47,466 –> 00:02:49,100
假设他开了个服装厂
98
00:02:49,666 –> 00:02:51,700
然后海澜之家就问他了
99
00:02:51,700 –> 00:02:53,066
说老板你开个服装厂
100
00:02:53,066 –> 00:02:54,466
生产陈老师这个衬衣多少钱
101
00:02:54,466 –> 00:02:55,333
他说别提了
102
00:02:55,466 –> 00:02:56,566
陈老师这个衬衣啊
103
00:02:56,566 –> 00:02:59,133
妈代工利润很低的啊
104
00:02:59,300 –> 00:03:01,533
这个一件衣服最多赚5块
105
00:03:01,533 –> 00:03:02,500
最多赚8块
106
00:03:02,500 –> 00:03:04,600
来请问工厂是不是就赚个代工费
107
00:03:05,100 –> 00:03:05,533
来告诉我
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00:03:05,533 –> 00:03:06,333
是不是
109
00:03:06,533 –> 00:03:08,766
所以这个时候海澜之家给他说了
110
00:03:08,766 –> 00:03:10,066
他说郑老板
111
00:03:10,733 –> 00:03:11,533
这么地吧
112
00:03:11,700 –> 00:03:12,100
陈老师
113
00:03:12,100 –> 00:03:14,666
这件衣服的布料成本加物料成本
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加设计成本
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加生产成本
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00:03:16,200 –> 00:03:17,700
加包装成本加物流成本
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00:03:17,766 –> 00:03:20,266
总共加在一起是150块
118
00:03:20,566 –> 00:03:22,766
假设包括设计成本150块
119
00:03:22,766 –> 00:03:24,200
如果我们发到他的店
120
00:03:24,333 –> 00:03:26,133
他开了个海澜之家加盟店
121
00:03:26,166 –> 00:03:29,066
然后呢总共这个衣服卖了450块
122
00:03:29,066 –> 00:03:31,166
那450块减掉150块钱的成本
123
00:03:31,166 –> 00:03:31,966
是不是赚了300块
124
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来告诉我
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对不对
126
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我们就把300块钱当中的100块的利润
127
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给到门店
128
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我们就把100块钱的利润给到工厂
129
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我们海澜之家只留100块
130
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这叫做333模式
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来各位听懂的请举手
132
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也就是这个服装赚的300块
133
00:03:47,733 –> 00:03:49,466
我们把100给到工厂
134
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我们把100给到门店
135
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我们把100留给海澜之家
136
00:03:52,900 –> 00:03:57,466
请问工厂和门店是不是利益相关者
137
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是不是利益相关者
138
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来为什么
139
00:04:00,366 –> 00:04:02,333
我刚才给你讲商业模式变来变去
140
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就变成第一个交易结构
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00:04:04,066 –> 00:04:05,500
第二个利益分配来
142
00:04:05,500 –> 00:04:06,200
请问
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00:04:06,200 –> 00:04:08,366
刚才我讲的海澜之家的利益分配
144
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有没有发生改变
145
00:04:10,266 –> 00:04:12,300
过去的所有的服装品牌
146
00:04:12,300 –> 00:04:14,133
给工厂的利益分配
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就是我付你的加工费
148
00:04:15,700 –> 00:04:16,933
说白了你生产这个衣服
149
00:04:16,933 –> 00:04:17,966
你该赚5块赚5块
150
00:04:17,966 –> 00:04:19,266
该赚10块赚10块
151
00:04:19,300 –> 00:04:21,966
但现在我的利益分配让你赚100
152
00:04:22,500 –> 00:04:23,800
利益分配有没有发生改变
153
00:04:24,700 –> 00:04:25,666
但是有条件
154
00:04:26,066 –> 00:04:28,466
曾老板你给别人代工这个衣服
155
00:04:28,466 –> 00:04:30,866
你只能赚3块5块8块10块
156
00:04:30,900 –> 00:04:31,666
你想不想
157
00:04:31,666 –> 00:04:33,600
我们海澜之家代工这个衣服赚100
158
00:04:33,600 –> 00:04:35,500
一件衣服直接赚1/3的利润
159
00:04:35,533 –> 00:04:37,800
请问所有开工厂的老板愿不愿意
160
00:04:37,900 –> 00:04:39,333
愿意有个条件
161
00:04:39,733 –> 00:04:42,366
你得给我海澜之家交保证金
162
00:04:42,366 –> 00:04:43,166
听懂了没
163
00:04:43,166 –> 00:04:43,900
来各位
164
00:04:43,900 –> 00:04:45,700
他要给海澜之家交什么钱
165
00:04:47,133 –> 00:04:48,333
保证金保证金
166
00:04:48,333 –> 00:04:49,533
是不是又是现金流
167
00:04:49,966 –> 00:04:50,866
来看啊
168
00:04:50,966 –> 00:04:51,766
来看
169
00:04:52,566 –> 00:04:55,700
海澜之家上游是工厂
170
00:04:56,066 –> 00:04:58,600
下游是门店
171
00:04:58,666 –> 00:05:01,000
门店给海澜之家交了100万的货款
172
00:05:01,100 –> 00:05:04,000
又交了100万的什么保证金
173
00:05:04,100 –> 00:05:05,166
是不是收了200万
174
00:05:05,400 –> 00:05:07,066
来上游的工厂
175
00:05:07,066 –> 00:05:09,166
郑老板你得给海澜之家交保证金
176
00:05:09,166 –> 00:05:09,900
为什么呢
177
00:05:09,900 –> 00:05:11,500
你得交50万到100万的保证金
178
00:05:11,500 –> 00:05:14,766
你得保证你的产品如期交货
179
00:05:14,966 –> 00:05:17,666
你得保证你的产品品质到位
180
00:05:18,000 –> 00:05:20,533
同时那么这个时候呢
181
00:05:20,533 –> 00:05:22,200
你呢要垫资
182
00:05:22,366 –> 00:05:23,200
来跟我说
183
00:05:23,200 –> 00:05:24,000
垫资
184
00:05:25,200 –> 00:05:26,166
啥叫垫资知道吗
185
00:05:26,166 –> 00:05:29,600
就是你先生产100万的服装给我们
186
00:05:29,600 –> 00:05:31,733
卖完了再给你结账
187
00:05:31,966 –> 00:05:34,700
说白了只要上游愿意垫资
188
00:05:34,700 –> 00:05:36,400
海澜之家就有账期
189
00:05:36,400 –> 00:05:37,000
来告诉我
190
00:05:37,000 –> 00:05:37,866
对还是不对
191
00:05:38,133 –> 00:05:38,800
来跟我说
192
00:05:38,800 –> 00:05:39,600
账期
193
00:05:40,100 –> 00:05:40,566
来跟我说
194
00:05:40,566 –> 00:05:41,466
我的账期
195
00:05:42,400 –> 00:05:43,866
源自上游的垫资
196
00:05:45,366 –> 00:05:47,200
听懂的请举手
197
00:05:47,566 –> 00:05:49,600
来上游的工厂
198
00:05:49,600 –> 00:05:51,133
他垫资了100万
199
00:05:51,333 –> 00:05:53,200
把服装都生产完了
200
00:05:53,266 –> 00:05:55,766
卖完了然后我再给你结账
201
00:05:55,766 –> 00:05:57,866
这个账期有可能是三个月
202
00:05:57,933 –> 00:05:58,800
而这三个月
203
00:05:58,800 –> 00:06:01,166
我使用了你100万的产
204
00:06:01,166 –> 00:06:02,166
100万的钱
205
00:06:02,300 –> 00:06:03,533
卖完了再给你结账
206
00:06:03,533 –> 00:06:05,300
为什么工厂愿意垫资
207
00:06:05,500 –> 00:06:08,133
是因为工厂能得到1/3的利润
208
00:06:08,266 –> 00:06:10,366
过去工厂为什么不愿意垫资
209
00:06:10,500 –> 00:06:11,966
因为我给你生产个服装
210
00:06:11,966 –> 00:06:13,333
我他妈只赚5块10块
211
00:06:13,333 –> 00:06:14,600
我凭什么给你垫资
212
00:06:14,600 –> 00:06:16,366
而现在这一件服装
213
00:06:16,366 –> 00:06:17,966
我能赚1/3的利润
214
00:06:17,966 –> 00:06:19,133
利润你不垫
215
00:06:19,133 –> 00:06:19,966
有别人垫
216
00:06:19,966 –> 00:06:22,500
所以你想尽一切方法都愿意替我垫
217
00:06:22,933 –> 00:06:24,266
各位同意的请举手
218
00:06:24,700 –> 00:06:25,200
对还是不对
219
00:06:25,200 –> 00:06:26,133
对来
220
00:06:26,133 –> 00:06:27,933
跟我说人在利益面前
221
00:06:28,100 –> 00:06:29,600
人在利益面前
222
00:06:29,666 –> 00:06:30,866
无法拒绝
223
00:06:30,966 –> 00:06:32,100
无法拒绝
224
00:06:32,166 –> 00:06:32,766
告诉我是不是
225
00:06:32,766 –> 00:06:34,733
是所以各位
226
00:06:34,966 –> 00:06:36,500
总部只干一件事
227
00:06:36,500 –> 00:06:38,600
允许你用总部的品牌来卖货
228
00:06:38,800 –> 00:06:40,266
如果不好卖
229
00:06:40,300 –> 00:06:42,600
由店里直接把货返给工厂
230
00:06:42,600 –> 00:06:43,900
不用返给总部
231
00:06:43,966 –> 00:06:45,400
工厂自己消化
232
00:06:45,500 –> 00:06:48,066
不能用总部的品牌来打折
233
00:06:48,566 –> 00:06:50,733
必须把商标撕掉
234
00:06:50,933 –> 00:06:53,466
把包装盒拿掉
235
00:06:53,766 –> 00:06:54,366
所以
236
00:06:54,366 –> 00:06:57,266
这样工厂成本变高
237
00:06:57,733 –> 00:06:59,800
生产呢会做评估
238
00:06:59,900 –> 00:07:02,333
不会无限制的怎么样制作
239
00:07:02,500 –> 00:07:03,866
所以你们知道吗
240
00:07:03,900 –> 00:07:05,733
设计师工厂找
241
00:07:06,533 –> 00:07:08,000
设备工厂头
242
00:07:08,133 –> 00:07:09,800
布料工厂店
243
00:07:10,266 –> 00:07:12,500
生产工厂产
244
00:07:12,966 –> 00:07:14,400
然后发给海澜之家
245
00:07:14,400 –> 00:07:16,133
卖完了再给你结账
246
00:07:16,133 –> 00:07:18,200
我只需要给你分1/3的利润
247
00:07:18,200 –> 00:07:20,400
我给你分的是未来1/3的利润
248
00:07:20,400 –> 00:07:22,966
但现在的真金白银是你上游出的
249
00:07:22,966 –> 00:07:23,966
是你下游出的
250
00:07:23,966 –> 00:07:25,466
请问海澜之家
251
00:07:25,466 –> 00:07:25,966
你有没有发现
252
00:07:25,966 –> 00:07:27,100
他是不是一没工厂
253
00:07:27,100 –> 00:07:28,166
二没门店
254
00:07:28,700 –> 00:07:29,166
来告诉我
255
00:07:29,166 –> 00:07:29,966
对不对对
256
00:07:30,266 –> 00:07:32,733
所以海澜之家一没有工厂
257
00:07:32,733 –> 00:07:34,800
二没有什么门店
258
00:07:34,933 –> 00:07:37,100
所以总部第一想卖货
259
00:07:37,100 –> 00:07:38,066
所有厂家敞开
260
00:07:38,066 –> 00:07:39,533
第二卖掉了结账
261
00:07:39,533 –> 00:07:41,500
没卖掉货拉回去自己消化
262
00:07:41,933 –> 00:07:43,166
自己卖第三
263
00:07:43,166 –> 00:07:46,133
工厂加盟商运营者各占1/3的利润
264
00:07:46,166 –> 00:07:48,333
海澜之家就是靠这套模式
265
00:07:48,366 –> 00:07:50,800
让他短短在不到4年多的时间
266
00:07:50,933 –> 00:07:53,400
成为中国的男装第一品牌
267
00:07:53,400 –> 00:07:56,866
请问海澜之家的成功靠的是产品
268
00:07:56,866 –> 00:07:58,166
还是靠的是模式
269
00:07:59,300 –> 00:08:00,566
所以来跟我说
270
00:08:00,566 –> 00:08:03,900
没有模式不开公司
271
00:08:04,000 –> 00:08:04,933
不开公司
272
00:08:04,933 –> 00:08:06,066
先有模式
273
00:08:06,300 –> 00:08:07,200
先有模式
274
00:08:07,266 –> 00:08:08,400
再开公司
275
00:08:08,666 –> 00:08:11,200
再无模式无模式
276
00:08:11,266 –> 00:08:12,966
不创业不创业
277
00:08:13,066 –> 00:08:16,600
所以今天企业跟企业之间的竞争
278
00:08:16,766 –> 00:08:19,200
到底是产品之争
279
00:08:19,266 –> 00:08:21,166
还是模式之战
280
00:08:23,066 –> 00:08:23,766
对了
281
00:08:23,766 –> 00:08:28,066
所以今天你为什么有这么好的产品
282
00:08:28,066 –> 00:08:29,533
为什么有这么好的项目
283
00:08:29,533 –> 00:08:31,933
你没卖好的主要原因
284
00:08:32,066 –> 00:08:33,766
是因为你没有模式
285
00:08:34,266 –> 00:08:35,766
不是你产品不行
286
00:08:36,200 –> 00:08:38,000
不是你项目不好
287
00:08:38,733 –> 00:08:40,866
你今天那么好的项目
288
00:08:40,866 –> 00:08:41,766
你是做茶叶的
289
00:08:41,766 –> 00:08:42,800
你是做大健康的
290
00:08:42,800 –> 00:08:43,733
你是做医美的
291
00:08:43,733 –> 00:08:44,966
你是做中医的
292
00:08:44,966 –> 00:08:46,366
你为什么没卖好
293
00:08:46,700 –> 00:08:47,800
你没有模式
294
00:08:47,966 –> 00:08:50,166
你站在金矿上挖煤
295
00:08:50,533 –> 00:08:52,366
你捧着金饭碗要饭
296
00:08:53,066 –> 00:08:54,400
来告诉我对还不对啊
297
00:08:54,933 –> 00:08:56,400
这是最大的问题啊
298
00:08:57,166 –> 00:08:59,266
所以各位讲到此刻
299
00:08:59,300 –> 00:09:01,900
你们发现海澜之家确实是服装不一般
300
00:09:02,000 –> 00:09:05,400
一般但海澜之家他玩的是跨行盈利
301
00:09:05,566 –> 00:09:06,866
这个我要再给你解密
302
00:09:06,866 –> 00:09:08,700
他不靠服装本身来赚钱
303
00:09:09,000 –> 00:09:10,966
知道吗他不靠服装本身来赚钱
304
00:09:11,066 –> 00:09:13,533
第二个海澜之家是不卖产品
305
00:09:13,600 –> 00:09:15,333
海澜之家压根没卖服装
306
00:09:15,400 –> 00:09:18,533
他是卖的让上游赚钱的模式
307
00:09:18,533 –> 00:09:20,533
他卖的是让下游赚钱的模式
308
00:09:20,533 –> 00:09:22,366
我让你的门店先回本
309
00:09:22,866 –> 00:09:24,300
我让你的门店加盟海澜之家
310
00:09:24,300 –> 00:09:25,133
稳赚不赔
311
00:09:25,200 –> 00:09:26,766
我让你门店投资我
312
00:09:26,766 –> 00:09:27,666
本金安全
313
00:09:27,666 –> 00:09:29,000
我让你门店投资我
314
00:09:29,000 –> 00:09:30,100
我给你拍店长
315
00:09:30,100 –> 00:09:31,100
我让你门店投资
316
00:09:31,100 –> 00:09:32,133
我让你先回本
317
00:09:32,133 –> 00:09:33,200
我让你门店投资我
318
00:09:33,200 –> 00:09:33,966
做我海澜之家
319
00:09:33,966 –> 00:09:35,200
我保证你一定能回本
320
00:09:35,300 –> 00:09:36,866
我让你的工厂给我代代
321
00:09:36,866 –> 00:09:38,100
代工一定能赚钱
322
00:09:38,100 –> 00:09:39,600
我让你工厂给我代工
323
00:09:39,600 –> 00:09:40,900
然后能够产生盈利
324
00:09:40,900 –> 00:09:42,100
所以他不卖产品
325
00:09:42,100 –> 00:09:42,533
他是卖的
326
00:09:42,533 –> 00:09:43,400
模式来告诉我
327
00:09:43,400 –> 00:09:45,400
对还不对因此对
328
00:09:46,733 –> 00:09:47,733
讲到此刻
329
00:09:47,933 –> 00:09:48,900
推理出来
330
00:09:48,966 –> 00:09:50,533
设计商业模式
331
00:09:50,566 –> 00:09:52,466
各位设计模式
332
00:09:53,100 –> 00:09:55,333
设计模式有两大底层逻辑
333
00:09:55,333 –> 00:09:57,933
各位设计模式有两大底层逻辑
334
00:09:58,166 –> 00:09:59,366
设计所有商业模式
335
00:09:59,366 –> 00:10:01,166
我从下午教大家有两大底层逻辑
336
00:10:01,166 –> 00:10:03,266
第一个叫做资金的占用
337
00:10:03,266 –> 00:10:04,333
来大家给我重复一下