Bosses Must Not Rush To "Destroy" Your Brand!

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Phenomenon 1: 42 dial Qian Jin "allocated" to take profits

The vitality of an enterprise is marketing, and the nuclear power of an enterprise is just like that of a car.

But there are only two or three enterprises in some marketing departments, while the other departments add up to one or two hundred people. As a result, there are more people who earn less and spend more money. In the long run, how can companies profit? Even though there is a great deal of sense, the probability of success is very small. Why don't you say that the boss of the business is 42? So is success not a probability effect?

Phenomenon 2: Red Sea Fight bayonet enterprise has no foundation.

The channel construction of clothing brand has changed from the investment to the brand value investment analysis. Many enterprises have been through the human sea tactics inviting business, and the brand investment has turned into a fighting style bayonet. As a result, a large number of customers have come to the scene of the investment promotion, but they can not persuade the agents to do their own brands. The representatives of investment can only influence the agents through the enthusiasm, showing the strength of the enterprises, looking at the industrial parks, eating, drinking and living well.

Phenomenon 3: the dispersion of gold does not necessarily return.

A few days ago, I heard three business managers in recent days, saying that their business investment bonus has been greatly raised recently, and it is so high that they have recruited a provincial bonus for 30 thousand yuan. When I heard a shock, I laughed and said, "forget it, I will go to business!" in fact, the success of a clothing brand is the driving of the brand, marketing and products of the three carriages at the same time.

Some entrepreneurs, if you use the investment mode under the "heavy gold will have a brave man", even if these agents join in, what is the trend of your products? How big is the development space of the brand? Can you earn the investment capital you can spend? Can you really get the money back?

Phenomenon 4: "cut costs" to "cut down success"

There is a business owner in Wenzhou. The most important thing every day is: who is redundant and whether it is "chopped off"? The reason is that he heard a lesson of "cutting costs", which means that entrepreneurs do two things in the morning: no profit today, they have to cut costs.

After hearing this, I thought that the entrepreneur must have failed to understand the real intention of "cutting costs". He was not cutting costs but cutting down success.

Of course, it is what entrepreneurs must do to increase revenue and reduce expenditure. Only when we are saving money, what is more important is to consider how to "open source".

Phenomenon 5: clothing "mediocre chaos"

The salesmen sent by the director of marketing of a Fujian enterprise are arranged to return before the two order meeting, but whenever the salesman comes back, the salesman immediately resign.

Why did this happen? The salesman has been out of business for a long time, and he has no centripetal force on the enterprise and the organization of the team. He has already found another job in the province, and he works in other companies. The salesman is really cool, which means holding two wages.

Actually, the best time for a salesperson to go out for investment is about 20 days. Before going out for business, he must have adequate training, make investment plans, and sign the responsibility of indicators.

This shows that the most important thing is selecting people, and more important is to choose the right people.

Can 6:80%'s brand grow stronger?

Enterprises want to be big, is it really necessary to develop the branch company? I have served a brand, 200 stores have 140 straight battalions, now the stock is pressed to break the capital chain, thinking about selling shares every day.

One thing is for sure. It is impossible to improve the development of the two level shop without the general agent. It is impossible to develop its brand directly through direct battalion. Some brands of the two grade stores have not yet established and perfected to cut the general agent directly.

In fact, the branch and the general agent are not the essence of a brand's success.

We should learn from some successful brand entrepreneurs that the agency system remains unchanged for 50 years.

This is worth learning.

These phenomena deserve our deep consideration. China's clothing resources are limited, the prices of raw materials continue to rise, and the agency's "ten years of grinding a sword" is hard work to earn the first pot of gold. Bosses should not base their petty profits on the basis of the pain of agents. With their own preferences, they will no longer have the direction to "test" every day, and finally create a "bandits" brand for themselves.

"Bandit" brand appears in the era of clothing shuffling, it is worth our discussion.

If the enterprise is not aware of its own situation today, we should think about the market of the enterprises in the next 10 years. In my view, a number of two level stores have been grabbed by the champion, runner up and second runner brands, and the other part will be replaced by the new trend brands.

As you can recall, there were hundreds of brands in the fridge market in the 90s of last century. With the reshuffle in the past few years, there are only five or six brands left.