"West Lake Sword" Dialogue China Men'S Clothing Marketing Mode

The product design, research and development and marketing of men's clothing must be a commercial team operation. It is an operation of industrialization, procedure and scientization.

In June 18th, on the waves of West Lake, in the leisurely sailing boat, a "West Lake sword" about men's clothing research and development, marketing mode and market trend attracted the attention of the national garment industry.

At the same time, the third China Xinghe men's clothing brand promotion month campaign to a climax.

In recent years, the competition in garment industry has intensified. How to widen the channels and improve sales has become the focus of the industry.

Zhejiang Xinghe men's clothing association and Zhejiang Xinghe men's wear Building Co sponsored the China Xinghe men's wear brand promotion month event.

Every June, Zhejiang Xinghe men's wear building will cause great concern in the industry.

Expert discussion: marketing, who decides?

Men's product design, research and development, marketing and so on are not determined by the boss, nor by OEM operators, agents or franchisees. Who will decide?

Chen Wen, the keynote speaker, analyzed the six marketing modes of Chinese men's clothing. He believed that the product design, research and development and marketing of men's clothing must be a commercial team operation and an operation of industrialization, procedure and scientization.

Experts attending the conference analyzed: at present, the research and design of men's clothing in China is still in the stage of product marketing, and has not yet reached the stage of brand planning and overall marketing.

Most of the men's clothing brands in China come from factories and operate less virtual brands.

"When I was in Japan, I found out that there were more than 40 famous brands in the world under a brand name, with only a dozen or more people under each brand. They concentrated on the design and sale of one floor.

There are more than 40 sample rooms on this floor. In this area, more than 40 brands, which sell to all parts of the world, have completed the design, sample and order, and stripped the production, distribution and warehousing. This brand's virtual operation mode is the core competitiveness of the enterprise.

Chen Wen introduced, compared with them, our brand's overall R & D and design concept is still vague.

Boss real combat: marketing, we have insights.

And experts and scholars reflect on the marketing mode of men's clothing. The brand dealers and agents from the marketing front also talk about their marketing insights and experience from practice.

Ge Shunfu, general manager of Zhejiang Anhui marketing center, feels that at present, the international brands like BOSS, Armani and other international brands occupy the high-end market of front-line consumer cities; foreign registered brands and domestic brands occupy the large and medium-sized department stores in the first tier cities; what we need to do is the second tier market, such as the department stores in prefecture level cities and the key shopping malls in county-level cities, and wholesale malls in Zhejiang, Fujian and Guangdong.

We mainly do large-scale, manage cash flow, segment the market and seize the terminal. This is our core competitiveness.

How can an excellent dealer choose a brand suitable for his own development?

Yin Baochong, general manager of Hangzhou Yi Fa Jin fox industry and Trade Co., Ltd.: it is mainly to identify the market position and integrate resources well.

And Yang Yun, the general agent of Brien apparel, agrees with the consistency of brand culture and management culture of Ningbo.

Should brands sell their own retail outlets?

Zhuang Keyu, general manager of Zhejiang marketing center of Qun Hao dress, said: powerful brand dealers should not only find provincial agents to expand sales scale, but also do channel terminal -- brand direct shop to express their brand culture and ideas.

How to consolidate the fighting power of teams and distributors?

Chen Shangzong, general manager of Hangzhou Shang general Fashion Management Center, said: "enterprises should have vision, development goals, and assessment system to realize their vision. As managers, they should be good at carrying out the vision of enterprises through training and other conductive ways, and taking vision as the goal of employees' pursuit.

Jiang Xin, a professor of management at Zhejiang Gongshang University, analyzes the current cost of traditional marketing mode. There are two trends in the brand clothing production and operation enterprises. One is the heavy-duty mode represented by YOUNGOR. These enterprises are strong in capital and strength and expand to the upper and lower reaches. YOUNGOR invested 500 million in Xinjiang to establish a cotton base, and invested 1 billion yuan in the province to set up a printing and dyeing finishing base.

Another trend is light, professional brand agents, and even online sales and so on.

He believes that as a marketer, marketers must do marketing database analysis, sort out management, operation and services, and establish standardized processes, and improve the service level of front-line employees.

Manager's words: professional market brand access

Cao Yonghua, general manager of Xinghe men's wear building, Zhejiang, introduces: to facilitate the masses of businessmen to understand and participate in the monthly activities of China Xinghe men's wear brand promotion, Zhejiang Xinghe men's wear mansion has a "reception service center of franchisees", opened a consultation hotline, and provided more brand information for merchants everywhere.

"We also prepared training CD-ROM on brand marketing, terminal management and other contents to help merchants improve their store operation capabilities and speed up their sales performance. By organizing promotional Month activities, we promoted the grade of Xinghe commercial building and moved ahead in the adjustment of industry and shopping malls.

As the leader of brand culture, we should not only build a channel bridge for entering the Xinghe brand, but also let the shopping malls and terminal operators understand the brand through a strong advertising campaign, so as to provide reliable information for the shopping mall to choose the brand and the terminal business brand, and expand the brand access.

Cao Yonghua said that with the continuous integration, pformation and upgrading of Zhejiang Xinghe men's clothing building, a brand new business building with advanced facilities, unique positioning, brand aggregation and fashion leading will lead the development of China's men's clothing industry with its unique core competitiveness and finally win a unique position in the fashion clothing industry.

"West Lake Swords", brand dealers, franchisees, market managers and experts and professors, using the form of forum to analyze the difficulties, hot spots and development of men's clothing management in China, and jointly take the pulse of China's men's clothing industry.

It is also a form of innovation and development for the promotion and improvement of professional market.

viewpoint

Analysis of Chinese men's clothing marketing mode

The way to buy goods is lack of brand culture and core design. The disadvantage of the boss as a buyer's director is to replace the consumer's choice with personal thoughts and subjectivity. The sales experience of last season does not represent the trend and consumption change of the next season; the recommendation of the OEM owner has limitations and subjectivity because his position is different, and his style always wants to sell more and better, and the cost of personalized service is too high; the common goods with agents and franchisees are easy to expose your group goods channels, resulting in "jumping the list" and being robbed of their business; and combining internal research and development with purchase design leads to a chaotic style.