Domestic Brand Strength Is Overwhelming International Brand

Once a heavy machine and brother agent who wrote the myth of China Sewing machine selling market, he encountered Waterloo after acting as a domestic brand sewing machine. The reasons behind it caused many discussions and thinking in the industry.

According to the press, the agent has established a very stable sales channel after many years of famous Japanese high-end brand sewing machines. Its performance has been doing quite well. So, if it wants to expand its business, it will try to enter the domestic front-line brand agent.

Originally thought that with many years of experience of acting as an international leader, it is no problem to continue to write the past sales myths, but I did not expect that after a period of agency, the performance has not been improved, even the general agents.

Is the domestic first-line brand not good enough to sell?

In fact, even though it is a strong brand enterprise, in the eyes of domestic garment enterprises, the international brand and the position of the domestic sewing machine brand are two days of ice and fire. The latter's sales are far less than the former ones, which makes the sales patterns of these two brands quite different.

Heavy machinery and brothers two brands in the domestic brand clothing enterprises sales share of more than 85%, the customer recognition is very high, their agents, whether retail or wholesale, as long as a slight profit in the price, will be able to get a lot of orders, and many of them are named by customers, therefore, agents do not need any promotion.

On the other hand, the price of heavy machinery and fraternal products is relatively pparent, and the profit space may not be large. However, as the investment in the sales process is not large, and there is not much debt, the supply side's services are also available, so a flat car may earn one hundred or two hundred yuan, and it can still maintain a considerable overall profit in large quantities.

On the contrary, the domestic first-line brand has been running in the business mode with local characteristics. From the contact with sales information, we must follow up, visit, send trial machines, kill prices, arrears, follow up services, and even some kickbacks from some buyers. A complete set of streamlined operations is indispensable.

This makes the heavy machine brothers who have been used to the "superiority" days obviously unable to adapt to it. In such a background, the poor performance is normal and the performance is not bad.

A person in charge of SINGER sewing machine, a famous American brand operator for many years, admits that there are five or six brands in the domestic market, and the competition between them is booming. Behind them, there are many second-line brands that are not very close to each other and are covetous with orders.

Take the direct drive computer sewing machine as an example, the price of the heavy machine may be more than 6000, and ZOJE's more than 4000 can be sold out of more than 3000, and the price gap with the heavy machine is so large, but it has an advantage over the quality gap.

But the price of Toyama may be lower than that of ZOJE, the quality may not be bad, the price of MAQI may be lower, the quality will not differ too much, plus the policy of arrears and so on, and business secret warfare will emerge one after another.

It is true that "there are tigers in front of wolves". In such a complex situation, it is destined to encounter setbacks if they are to deal with the current situation simply by selling the original brand experience.

In the industry, international brands often sigh that China's business environment is so complex that foreign experience has often become a blank sheet of Chinese experience.

However, any place has its own market language and business habits. Apart from those abnormal factors, for the operators, the superstition master or the mentality of eating on the basis of the brilliant achievements and experience may have to be changed, because the business field has never had a "universally applicable" mode, so it is better to lower the posture and study the market sturdently, and "big cards" can really achieve the big cards.