Exhibiting Knowledge: Finding The Right Position And Achieving The Goal

In recent years, the clothing market is facing fierce competition.

A brand is a Menswear men's clothing enterprise that runs medium business casual wear. It is promoted to the whole country through the form of agency system of "headquarters to provincial agent" and "two level franchised stores".

Although the company has been in operation for more than 10 years, there are still half of the blank provinces in the country, and the brand and agent groups are in a weak position. Therefore, it is the key to the rapid development of the brand to rapidly expand the sales network and attract a number of powerful agents to join.

The purpose of its participation in CHIC is very clear, that is, merchants! On 2006CHIC, we adopted the deep marketing method to make the A brand in the two or three line status create miracles, signed six provincial agents at one breath, and its provincial network basically covered the whole country.

The six new provincial agents only opened more than 130 stores in the second half of 2006, and A enterprises turned their losses into profits at the same time.

It is worthwhile to draw lessons from its exhibition investment.

Locate the lock-in target

We often hear business owners complain that during the investment season, our people are also going out in batches. The travel expenses have been spent a lot, and there are few customers actually signed.

What exactly is the problem? After we have diagnosed more than a dozen investment difficulties of medium-sized enterprises, we find that the core issue is matching. That is to say, these business people do not find the target customers, they have done a lot of useless work.

To find a suitable agent, first of all, we should clarify our position and decide what kind of market we belong to. First, second tier cities or three or four tier cities.

Take the A brand as an example, the brand is doing business casual wear, the products are mainly jacket and suit, the price of jacket is between 300 yuan and 700 yuan, and the target group is mainly working class.

This positioning is obviously suitable for three or four line cities (prefecture level cities to county towns) stores and mid-level shopping malls.

Most of the shopkeepers or suppliers take the goods in the regional clothing distribution centers, and the most effective way to attract investment is to invest.

Through the above analysis, the main source channels of its target customers are: regional clothing distribution center (clothing city, shoe city, etc.), trade associations at all levels, and brand agents.

We should pay special attention to two groups: one is Wenzhou people (Zhejiang people); the other two are Minnan people.

Most of the distribution channels of textile and apparel in China are in their hands, and most of them have joined the local chamber of Commerce.

Therefore, the local Zhejiang chamber of Commerce, Wenzhou chamber of Commerce and Fujian chamber of commerce are the main targets.

Facts have proved that more than 50% of the agents recruited by the A brand in spring and summer in the past 06 years came from the above chambers of Commerce.