Clothing Group Buying: Is It Selling Brand Or Selling Taste?

　　 Group buying is very common in the clothing industry. Is it important to sell the brand in the clothing group purchase, or is it important to sell it? Recently, a study shows that most successful group managers feel that selling tastes is more important.

Many brand operators' group buying managers sometimes unconsciously reveal their company's brand advantages when expressing their jobs, and show off their capital from time to time, which is also a state of mind in carrying out specific work. High-end Product manufacturing enterprises sell brand names, but for the first-line group buying managers, especially operators and platform group buying managers, they are strong enough to take the brand name. thinking The mistake is that the brand is privately owned by the manufacturer, not shared by the manufacturer, and is not what the group buying manager wants.

In June 28, 2010, the world brand laboratory released the "Seventh China's 500 most valuable brand list" in Beijing in 2010. In the lineup of China's brand national team, which is based on financial analysis, consumer behavior analysis and brand strength analysis, China Mobile ranked the most valuable brand in the year with its brand value of 129 billion 71 million yuan. The list of the 500 most valuable brands in China comes from food and beverage, textiles and clothing. media The brands of 26 related industries, including information technology, household appliances, automobiles and energy, were selected. These brands are recognized and respected by the society. It is by no means accidental that they are the result of continuous efforts in brand building for many years.

　　 Brand is the core competitive point of entity enterprises.

As group buying managers do not have their own physical industry, they only rely on capital flow and logistics to achieve brand docking. Therefore, we can not create a visible brand as we build products. Today, you can use a strong brand to pry up some units that are difficult to conquer. If tomorrow, the brand is no longer what you use, what else can you do? For group buying managers, the upstream does not own brand ownership. All of them are products and downstream channel resources of their own agents. Group buying managers can grow and grow with the help of brands. But it can't be owned. Therefore, in a sense, we say that the group buying manager is just the "passenger of the brand". As a passenger, facing the brand's fastidious threshold, how to ride a high speed train to your destination is the problem that every passenger has to face. Therefore, the taste of "passengers" is a wise move for every group buying manager.

　　 However, how to create the taste of group buying managers?

First, the characteristics of industry and group. Most of the managers of the group buying department in domestic enterprises are women. After marriage, women occupy a certain proportion. Special groups determine the starting point and positioning of the taste of advanced professional women.

Secondly, group buying managers should be aware of the ultimate attributes of brands and find their advantages in the contact point between brand and taste. In the process of daily work, group buying managers should understand themselves clearly while fully understanding others, so as to find their own bright spots.

Thirdly, group buying managers should establish a main line according to their qualifications and the actual product category, and carry out all-round transformation in accordance with the brand equity. The group buying managers are mostly cheerful and generally have a relatively high coefficient of job stability, so they have good sustainability in the field of group buying. Finally, group buying managers should stick to their main line planning, strengthen their theoretical horizons through reading EMBA, expand their network through women salon, golf club members and equestrian clubs, and insist on continuous innovation and improvement, so as to enrich their connotation and charm, improve their charm and taste, so as to enhance their overall strength in the industry.