The two then moved on to discussing brand positioning.
Yang Hui discussed it for a bit, and they ultimately decided to go with a mid-to-high-end sports fashion route. They settled on this because such brand positioning would be a better match for channel resources like Xinyue Square, and it would also allow them to achieve scale. If they positioned it as affordable luxury, they wouldn't be able to open many stores, and they wouldn't be able to create economies of scale.
The two felt that even if they were to create an affordable luxury brand, it shouldn't be their first. The sportswear sector was already dominated in the minds of consumers by a few major international brands and several large domestic companies, making it difficult for a new brand to gain traction.
