Rely On Channel To Rise &Nbsp, Become Champion Brand.

At the end of last year, at the first China planning annual meeting and the Sixth China Zhu Geliang plan Awards Awards, the hero made contributions to the group, and won the awards of "Founding 60th anniversary China's planning figures", "2009 China's ten major marketing planning experts", "2009 China's ten major brand planning experts", and 2009 China's ten largest clothing brand planning experts.

Fang Zhong, who has been immersed in the marketing industry for nearly 18 years, has been a marketing director for the local clothing brand for 10 years.

In the past 10 years, he has been a marketing director in the famous clothing companies such as the seven wolves, the United States, the gifted scholars, and Diesel. He has also done a lot of marketing for many growing local clothing brands.

He used the precise business circle positioning, strategic customer resources and special marketing policies to drive the brand to rise rapidly.

These market development killer can be said to be the industry's unique strategy.

In terms of management, he advocates the combination of marketing team militarization and humanized management, and focuses on the "focus blasting" channel expansion effect.

    人海戰(zhàn)略并非完美方法

Reporter: will the fast opening of a brand bring risks to the brand's long-term growth?

Fang Zhong: there are many people in the industry who will discuss whether to get the product up first or the marketing first.

But I think it's an era of marketing and leading brand growth.

Why do I say this? Many brands are reluctant to engage in products.

After practicing, we found that the suppliers around us were robbed by large brands.

There are hundreds of thousands of products in the United States and ten thousand products in one product.

Now the best suppliers in China are booked by the scale brand a year ago, and second years only look at the list.

Small scale is faced with higher single cost, even if the cost of single item is high, it will not necessarily get a good supplier. At last, there is no chance to practice internal strength.

Reporter: can the shops be successful?

If there is no good product and marketing support, what should we do if we open a store?

Fang Zhong: then open more stores quickly.

This is a way of thinking, you can consider whether it is effective.

Between the above mentioned supplier pressure, there is another: if a brand has 100 to 200 stores, and 100 brands fall, the whole brand will fall. If there are 1000 stores, 100 houses will not be counted.

Even if you stay to enhance the brand value added, the same problem is facing. Scale brands and fast growing brands will virtually give you all the pressure.

Reporter: since the regulatory model is the ultimate pursuit, then the local enterprises will be able to engage in marketing tactics.

Fang Zhong: human sea tactics are not the perfect way of marketing local clothing brand enterprises.

Now that many brands are almost used, there is little effect now. I think the key to the construction of channel engineering lies in the heavy management in marketing.

Marketing without systematic strategic management is invalid, not only ineffective, but also brings great hidden dangers to enterprises.

Relying on channels to become the champion brand

Reporter: it seems that every clothing brand champion brings pressure to the latecomers.

What do you want to bring to developing brands in your marketing case?

Fang Zhong: cut the positioning method with the new market.

This is the strong point of AI Jie Yang.

Finding a new blue ocean in the market will give the market a new concept of blue ocean.

For example, Mei Bang is the champion brand of the mass - style leisure, with YISHION and Semir behind him, and this category is not considered and saturated.

There are seven wolves in the men's business casual category as the champion brand, and there are strong, seven, and lucky behind them.

Relative to this saturated market community, Mark Wafi's marketing positioning is very successful, he makes exquisite leisure, the taste is unique.

First of all, we should refer to the developing brand as a blue ocean in the market trend, which is the direction of becoming the champion brand.

Reporter: is the number of stores an important basis for becoming a champion brand?

Fang Zhong: the channel is indeed a kingly way.

In the 2009 Hurun brand list, the top eight clothing brands are more than they are.

In 2003, there were 3000 stores in the United States, and now it should be doubled. Anta has 6000 stores nationwide. There are about 4000 stores in the seven wolves, and more than 3000 stores in Semir.

All of these are brands on Hurun's list.

The rise of new brand store channels can help the emergence of a new category champion brand, and the most important part is the number of stores.

In today's Internet era, nothing can not be duplicated.

It can be imagined that women's clothing brands are not standardized products relative to men's wear or sportswear and casual wear brands.

But everything can be standardized.

Brother also has 2 billion of the money back in a year. Those who believe that women's clothing brands can not scale is limited.

    三七原則讓品牌有發(fā)展空間

Reporter: Why are some brands difficult to make a strong channel to rise, for example, some brands already have more than 300 Direct stores, but there is no way to open to 1000.

Some brands will say, "we can't run so many stores."

And they do not advocate agency system. They only want to do their own business directly.

Fang Zhong: there are such brands.

There is a brand which accounts for about 80% of the proportion of Direct stores.

I said, how can a direct store account for such a large share? This has dragged down the strength of the brand market development and destroyed the opportunities for demolition.

To open shop is not to allow them to open so many direct stores. They must invest in agents.

Just keep 30% of the outlets.

Otherwise, it's not called store.

Not only has the land been saved, but also many inventories have been made.

Why is it finding agents?

It is to divide the opportunity to everyone and make money together.

What is the purpose of opening a direct store?

It is to direct the management of the store to try to figure out the basic skills that can be duplicated in R & D, sales and management.

Reporter: what is the quality of the channel?

Is it the flagship store?

Fang Zhong: single store output, the number of stores in the target market, the laying density of the storefront in the plate market, the store performance strength in the hands of the provincial agents, the upgrading of the store terminal image, the accuracy of the goods style series, and so on are all important links in the quality of the channel.

Clothing business knows that there are 6 months in a year for sales, and 6 months for investment promotion.

In the peak season of clothing sales, flagship stores are terminal sales. In the off-season, agents use flagship stores as branch offices to invest.

Let more franchisees see the style of goods from the big store, see the brand style, and see the strength of the company, which is also a way to kill three birds with one stone.

The success of a brand is by no means the contribution of that brand designer. It must be the collective contribution of dozens of local agents, hundreds of franchisees and thousands of shopkeeper.