Analysis On Marketing Terminal Position Warfare Of Clothing Enterprises

There is a story: truck driver Jack jailed for driving drunk and driving to death.

His wife divorced him and took him away from him.

Jack lived in prison for years. After he was released from prison, he could not find his own home. He was drunk every day and wandered like a beggar.

One day, when he remembered the good time he had spent with his wife and children, he suddenly woke up and felt that he could no longer be so decadent, so he found a job to sell his coolie.

A month later, he had a little savings, so he bought a pair of Nike with the only money. When he put on Nike shoes, his self-confidence and smile returned to his face for a long time.

This is

Some companies asked, "why do I do a lot?"

The profit margins of Chinese brand enterprises are getting smaller and smaller. If we continue to do so, where is the chance to survive? This is the problem we should consider.

There is only one reason why a brand can survive in the future -- value.

How much do you value? Do you value your value?

A brand is a product that can provide customers with the functional interests and additional value that they consider worth buying.

Brand can provide customers with more value or interest than ordinary products -- functional and psychological.

They arise from the relationship between brands and consumers. Strong and special relationships make brands form other intangible assets besides the functional value of the product - Virtual Value: enabling consumers to pay more money for buying a brand, resisting resistance to bad market conditions, forming competitive advantages, gaining leverage in distribution channels, and so on.

This is the core connotation and function of the brand.

There are many factors that determine the success or failure of a brand. The key is how to create the virtual value of the brand.

This virtual value must be able to release the actual value of the product before it can succeed.

Many brands are advertising their products and craft skills. These are real values.

The biggest difference between the real value and the virtual value is that the virtual value can make the product sell for a higher price.

For example, Nike has become a symbol of dignity.

In fact, to dilute the product and highlight the spiritual realm is the consistent style of Nike advertising.

This style is an inspiration to our domestic product marketing. Brand should pay attention to the excavation of consumers' spiritual needs, and brand publicity should arouse consumers' sympathy. After all, a brand lacking in human concern is not far away.

Of course, all these are based on real values and can not be abandoned.

Some enterprises employ famous advertising companies to enlarge the virtual value of the brand without restriction, and want to be a spokesman of the way of life.

In fact, it failed.

If the real value and the virtual value of the brand are exaggerated too much, advertising will not succeed, nor can it impress consumers.

Editor's comment: how can every enterprise know how much value its brand can be released? It is an important process to let consumers accept it through publicity, display and terminal sales. The actual value of a brand is the value and value of the raw material. If the actual value of the product is high, it will release its real value. In the competition, we must understand where your control points are compared with the competitors in the promotion and operation. Otherwise, your brand will not exceed the possibility of the other party. This is a must.