CONATUS Women's Clothing: Marketing Is Expected To Give More Freedom To The Brand.

　　 CONATUS It was founded by Cristiano1983 in Milan, Italy. The Hongkong Liang Fa group company, which has a well-known children's wear brand pig pig, has been introduced to China. Cooney Siti Faith clothing (Shenzhen) Co., Ltd. continues to inherit and carry forward its unique "cafe culture", using household products and clothing to build a unique feature in the space to convey a modern female fashion lifestyle.

　　 Brand promotion department Manager Sun Chunlei said in an interview that the brand entered China in 2007 and made great efforts in channel construction, including brand hosting, department stores and single point franchise. For the problem of cooperation with franchisees, Sun Chunlei's core view is "it is unrealistic to consider only the interests of the single party, and it is profitable to have profits."

The proportion of CONATUS brand outlets and exclusive stores is currently half and half. There are advantages and disadvantages in operation. Usually, the joint operation with department stores is directly controlled by the company. Because the shopping mall is a point system, the camp does not take up too much money, but it has a long time to repay, and the business space in the department store is not very large, so it is difficult to express the brand culture freely in the limited space.

In this respect, Franchisee The brand management mode has perfected the brand image very well. Franchisees can fully interpret the cultural connotation of the brand in home furnishings, music and so on in the larger space. The decoration is also more refined and detailed, and can do a lot of "personalized" display and atmosphere creation.

Sun Chunlei said that many enterprises are worried about the poor management of agents, a large part of the reason is that the price system is not uniform. Therefore, they adopted the strategy of "never discount" to control this block, and the direct and the agent must not have two price. But this approach has produced two results. First, it has reduced the unnecessary troubles in the control of the price system, and has some advantages in maintaining customers and maintaining brand image. On the other hand, after entering a department store, not participating in the unified sales promotion activities of department stores is not conducive to attracting customers, but also has some influence on maintaining the relationship with shopping malls.

In fact, each brand has its own personality. First, the mall should support some "unique" needs of the brand in the image building; two, we should respect the brand of the unified price strategy.