Mei Ying Yun System Achieves New Potential Of Underwear Marketing

Under the environment of rapid growth of CPI index, fund stock market and material cost, many business owners and agents have issued such a feeling. "Making money in business is too tired and too hard. It's really not as good as a year, or it's quick to speculate."

This real discourse reflects to a large extent the bottlenecks and puzzles of domestic enterprises and distributors in operation: how should we better make profits and make sustained profits?

Because there are no profitable enterprises and agents without permanent vitality and survival capital.

Looking at the development of China's underwear industry for more than twenty years, there are many ups and downs, and many enterprises, brands and products are emerging. But there are few enterprises that have strong capital and few products that can be sold well. In the face of the large marketing environment with the development of economy and consumption level, the author believes that underwear has become a mature mass consumer market, and there is no lack of market opportunities. The key is whether the foundation of the enterprise is solid, and whether it has the ability to compete and break through profits.

This breakthrough will no longer be a breakthrough in the extensive development of the primary stage, but a face to create a mature and sophisticated system in the industry. This winning system is concentrated on the market's advantages (brand, category, team and network). Only when the basic profit system is completed can the pformation from excellence to excellence be realized, so as to share the sales volume, brand and market brought by the mature expansion of the underwear industry.

First, the dislocation of brands: the engine power of the system.

The ultimate strength of your brand is high popularity and high loyalty, and the possibility of winning is relatively large. The dilemma of China's underwear market lies in the brand positioning and upgrading. On this point, "cat" and "love" undoubtedly become a very fresh underwear case. The style of the brand is in the warmth and bra. The key to its success lies in the dislocation of the brand. The beauty and beauty of "sexy, fashionable" and "appealing" appeals to the cat people. It jumps out of the traditional thermal function attributes and the body's functional properties of the bra. In today's fiercely competitive underwear market, the rational profit of consumers will be low, and the brand will become a competition in the market.

Reflecting on the upsurge of domestic enterprises' addiction to executive power is not the implementation of the problem, but your brand strategy is not directed to a clear direction.

Foreign brands pay attention to high-end market segmentation, mass homogenization, high-end brand, personality, taste matching; domestic brands in the high-end market are homogeneous mass segmentation, high-end brand and identity matching; therefore, many brands in the low and middle end market have different opportunities and more chances to succeed in the middle and low end market. The dislocation of the brand should be the effective trade-off between the competition pattern and the market resources of the enterprise, and strengthen the positioning style of the brand in the next 2-3 years with its own advantages and competitive weakness. This will become a guarantee for the direction of the overall operation system of the enterprise. It is also an urgent need for the brand upgrading of the domestic underwear enterprises, and to strengthen the main brand image to create the market.

Two. Combination of categories - the basic force of the system

Under the guidance of the overall brand strategy, the combination of product category differences should be strengthened under the brand positioning style. The difference combination that meets the market demand will enhance the premium capability and profit point in the low profit competition environment, while the product category in the domestic market is in the "Red Sea" which follows the same pattern and homogeneous competition. This homogeneity can only lead to the lower overall profit level of the underwear industry.

From small underwear, conventional underwear and thermal underwear, the product category of mid and low end market breaks through less in style, color and fabric structure, and it also exposes the serious deficiencies of many underwear enterprises in product design and development.

The secret that white collar brands can stand out in many women's clothing is not only the success of their brands, but more importantly, the design and development of product categories are strengthened on the brand line. The design and development inputs, teams, environment and processes within the enterprise deserve more study from underwear enterprises.

In the actual operation of the market, the enterprise should pay more attention to the market research and sales data analysis, what does the consumer need?

What do you sell well?

How should we innovate and be different?

This combination of demand and category differences will have more sales power.

How to combine the beauty, function and fashion underwear types on the basis of bra and bottompants, and how to strengthen the complementarity of seasonal underwear with the routine and thermal underwear on the basis of the main body, the complementarity of fabrics, the complementarity of colors, the complementarity of colors and styles, etc., and how to identify different outlets through different combinations of commodities, such as shopping malls, franchised stores and retail supermarkets, etc., this difference combination will further ensure the profitability of the terminal and enhance the profitability of the terminal, and will also be the basis for the future profitability of the enterprise.

Three, team standard operation - system support ability.

The underwear industry, especially the thermal underwear, used to rely on advertising, concept and price to overdraw the maturity of the market. This has made many underwear enterprises have boundless scenery, but the operation and management of their internal bases are very weak. The standardization of management and professionalization of teams have become a big bottleneck for the development of underwear enterprises. They feel quite deeply in the communication with many underwear business owners, managers and salesmen. The key is the extensive management operation of enterprises in the past.

If the underwear market was made by chance twenty years ago, twenty years later, it would be better than management to win benefits.

This kind of management is reflected in the reasonable setting of internal posts in underwear enterprises, the succinct docking of processes, the effective driving of performance and the introduction of culture. This is also a necessary course for many lingerie enterprises. This kind of missed lessons is not a propaganda but a refinement of management methods, processes and tools, such as how to understand the knowledge of salesmen's products.

Does the salesman break the steps of the customer?

The goal of the salesman is set and the performance is fulfilled.

Because only by familiarity with ideas and mastery of skills can effective execution be achieved and the overall operation system can be effectively landed. This seemingly basic work can be carried on but difficult, and it is hoped that more underwear managers can truly upgrade from internal control to a lean process.