Two Or Three Line Brand: Why Survive In Cracks?

When men dress up, they have experienced YOUNGOR and good news birds.

In management, things must be done in the right direction. The faster the speed, the closer it will be to success.

Otherwise, the faster the speed, the farther away from success.

The first step for the two or three line brand to seek breakthroughs is to pinpoint the positioning of the pattern, which includes channel mode, pricing mode, product mode, cultural mode, image mode and system mode.

Some industry experts generalize it as a "King's way".

Rule 1: Research on the latest trend of category development

Although the name of the "kingly way" is very bluffing, it is most fundamental to follow the train of thought of finding a blue sea from a red sea and seeking a differentiated way of existence.

With the upgrading of consumption structure and rapid growth of leading brands, the speed of shuffling of Chinese clothing brands has accelerated unprecedentedly.

Taking men's wear market as an example, the men's wear market is the industry with the highest maturity and the highest concentration of leading brands and market share.

Although in recent years, Metersbonwe, Semir and YISHION in the field of mass trading and leisure, Lining, Anta, XTEP and other brands in the sports footwear industry have also grown rapidly. Some brands have annual sales volume of up to about 8000000000 yuan, but they have springing up everywhere in the two or three line market.

When the market changes faster, these leading companies are advancing with the times and embarking on the development of multi branding, and the stronger the stronger the stronger.

On the basis of the original brand, YOUNGOR subdivides the brand, launches the golden YOUNGOR and the young fashion YOUNGOR series focusing on the white-collar class and the business casual style. At the same time, it also introduces the overseas high-end series. The seven wolves have tried to launch the seven wolf wolf suit series, the seven wolf youth fashion series and the high-end brand Saint worth; and the new L2 has been launched.

When the leader is getting stronger and stronger, what about two or three or even three or four line brands?

As a brand located in the central city of Hunan, St.

More than ten years ago, Saint teh started up with trousers. But when competition became more and more intense, the development of relying on single men's pants products was limited, and the development of a full range of brand development became an inevitable choice.

In this market, there are a number of leading brands in the field of formal clothing and business casual men's wear. In the face of the market performance of a number of brands such as Fujian Menswear, Guangzhou men's wear and Wenzhou men's wear, how can we create a new way and find our own space?

According to Shanghai Jie Jie Yang's chief brand consultant, Anderson, after several times of market research, Saint West has finally launched the new concept of "international fashion business".

The products of the new concept have successfully introduced and integrated the concept of fashionable business, including more than 10 series of suits, Casual Shirts, jackets, T-Shirts, casual pants, sweaters, shirts and leather goods, covering office, business, gathering, home, tourism and outdoor life styles. They are divided into fashionable business suit series, fashion business leisure series, fashion life series and fashion pants series.

When other two or three line men's wear brands have been gradually silenced, Saint de West has made great progress. It has set up R & D centers in Shanghai, Guangzhou and other places. At present, there are more than 500 stores in China. Besides being rooted in the South market, it has gradually expanded the whole country.

Recently, there was another news that the saint West Garment Group signed a contract with Kobayashi Unori, a famous Japanese designer.

The joining of Japanese designers will also provide better support for the creation of the product style of Saint West fashion business.

Rule two: dare to seek change and seek differentiation.

The "kingly way" also talks about change, so that enterprises understand that "dare to change, there is hope."

The famous brand Ayilian, which has been popular for two years, is a good case.

It is a successful "kingly way" pattern, first of all, it avoids a group of women's leading brands adhere to the sophisticated high-end elegant route, seize the ladies dress this year, the market is very popular category.

Because the direction of brand control is right, later stage operation is relatively easier to succeed.

At present, the ladies' clothing brands in the market mainly include Gloria, Ayilian, romantic manifesto, romantic life, eighteen ladies' Square, etc.

Ayilian positioned its target consumer group as a schoolgirl and urban office worker between 16 and 28 years old. With its outstanding pink products, it has gained popularity among the consumer groups. With this brand positioning recognition system, the "pure beauty lady, pink kingdom" has been set up to make the ladies' articles and pink articles.

After 2005, Ayilian gained rapid growth. In 2007, Ayilian's sales volume was about 690 million yuan; in 2008, its recovery had reached 1 billion 500 million yuan; in 2009, its repayment amount leaped to 2 billion yuan.

In the past two years, the "dark horse" CC&DD, which was popularized in the industry, is also the first to grasp the market direction and dare to change it.

It is priced at the same price as that of China's domestic retailers and ladies' brands, so that it can cut directly into such markets; the price of products is more parity than that of brands such as ONLY and VEROMODA; the color, size, edition and style of products are adjusted according to Chinese consumers, so as to make themselves more adaptable to the Chinese market than brands such as ZARA, H&M and C&A.

It is said that the annual repayment amount is 400 million yuan.

In addition, the market in the two years has also been booming and has opened shops in many cities across the country.

It is also seeking a differentiated positioning - the new refinement of fashion positioning.

If JACK&JONES brand is currently positioned as the sales champion of the mall, the owner of the brand is positioning himself as the "King" of the shop floor.

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Channel development: rapid replication of fusion mode

After a correct development direction is determined, how to quickly expand, recruit agents, retain agents and duplicate shops is crucial.

The industry has put forward a "fusion mode", which is mainly reflected in the rapid expansion of the network.

To make this model fully bursts out of energy, there must be a series of scientific operation processes.

Matching 1: body building of healthy enterprises

Experts from the industry pointed out that almost three or four of 2/3's clothing enterprises are making money by one person and 100 people to spend.

The reason is that the position of marketing center is too weak.

In fact, the marketing center is equivalent to the "engine" of an enterprise. The engine is two cylinders, three cylinders or four cylinders, which determines that the enterprises have different driving force for development.

There are 3-5 marketing centers in some enterprises. Many companies do not even have marketing centers. They are called expansion centers or investment centers.

The result may be that the boss is busy from morning till night, but he earns too little money and spends too much money.

From the perspective of investment, profit seeking and making money are the most direct purpose of most agents and distributors. Therefore, when the business of two or three brand brands with low reputation and market share of some agents is not up to the expected target, they begin to turn to a more well-known brand in the regional market.

Many 234 line brands' network resources have been disintegrated.

In this case, many two or three line brands even implemented the policy of "recruiting a general agent to reward 30 thousand yuan", saying that there must be a brave man under the heavy reward, but the effect is not good.

This is largely due to the improper setting up of the organizational structure process of the enterprise.

Many enterprises have left little development space for the two - level stores.

For example, in some companies, the total profit margin of the total generation is less than 12%, the inventory cost accounts for 10%, the office cost accounts for about 5%, the total generation price is 65% off, the single store franchise price is 58% off, so the gross profit is approximately 16%.

This restricts the development of the total generation.

Therefore, if the two or three line brand wants to break through, we must first try to establish a scientific organization system, which includes organizational structure, team structure, performance appraisal framework, market layout structure and system structure.

Matching two: building a strong and effective marketing team

The investment process needs to be standardized and efficient.

Good models, good ideas and ultimately how to go to the market to implement, need tools, these tools include investment special films, brand promotion manual, business guide, brand investment promotion and a series of preparations.

Take the investment fair as an example, at this meeting, the brand must learn to analyze the brand development strategy comprehensively, analyze the investment value of the brand, and integrate into the clothing dynamic show and the static display of the product, so that the agent can have a comprehensive cognition of the brand product of the enterprise.

At the same time, the Investment Fair is not just a simple order, but to give the participants to the hope and the dawn, and also to clarify their development ideas as far as possible.

In this regard, the company has recently launched a special training program, "investment training camp".

According to Fang Zhong, chief marketing consultant of Shanghai Jie Jie Yang institution, "investment training camp" emphasizes standardization and standardization of investment and implements militarization management.

Through this system, they help the brand to sort out the whole investment system, such as how to grasp the brand positioning, what skills are in the process of investment, and how to embody the law of win win among customers.

On the basis of training, the brand has also set up a short-term and medium-term development goal, so that the brand has the direction of struggle.

In training, qualified merchants will stay behind, and unreasonable investment should be eliminated.

In this way, the company hopes to provide a relatively standardized operation process and standard for brand venture investment so as to save time for brand enterprises and improve investment efficiency.

It is said that there is KONZEN (space) to seek pformation and pformation, which can attract quite a number of franchisees in a short time this year, and is involved in the "investment training camp".

Through this kind of investment training, in the short span of 4 months, it attracted the 13 outstanding general agents in the country, which made KONZEN chairman Chen very happy.

The last link: blasting, in order to quickly replicate the shop.

When the above energy accumulates, "blasting" becomes the last link.

So called blasting, its function is to make agents grow up quickly and make profits quickly.

Many companies are not too difficult to recruit agents, but the difficult thing is that a year later, these agents have turned to other brands.

So for brands, how to let their franchisees and agents to gain profits in a short time to get development is the key to retain them.

In this regard, Ayilian and CC&DD are also typical representatives.

The women's clothing brand CC&DD, which appeared in early 2008, has had more than 500 stores in early 2009 despite the economic crisis.

It follows the fusion strategy of "deep marketing and focus blasting", concentrating superior forces, deep tillage and meticulous work, and taking advantage of the occupied areas in a short time, and drives the market to be attacked by the captured market, and completes the layout of the channel quickly from the point to the surface.

Ayilian has implemented the strategy of "deep marketing" centered on the rise of the business circle. With the mode of "big shop support fund" and "seed project", it has leveraged the agent resources of the whole country, carried out the idea of building the "dominant business circle" quickly, established the dominant regional hegemony, and quickly opened up a large number of large stores, which directly led to the growth of multiple achievements, and greatly ahead of the former rivals, and became the leading brand of ladies.

Of course, it needs to be explained that the first successful condition of the "fusion" mode is based on the correctness of the brand "King's way" mode.