How Can Enterprises Successfully Invest In Exhibitions?

A good product and a good brand must be pmitted to consumers through good channels through terminal distributors. How to choose excellent distributors is a particular concern for all clothing and apparel enterprises.

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Before choosing any method, we must clearly understand the vision of the future development of the company, the direction of the brand development, the marketing strategy of the products, and take into account how different products and different markets derive different forms, and make the products extend well through different forms, so as to achieve the purpose of attracting consumers and promoting sales.

After satisfying these conditions, enterprises should also pay attention to: if your product is located in the low-end market, and is still in its start-up stage, I suggest that you choose the agents at the provincial level when choosing agents at the exhibition.

Because provincial agents are stronger than those of single store operators in terms of operational capability or economic strength, they can disseminated products to the established market at the shortest time and at the fastest speed through the provincial agents and the first-class and two level distributors network maintained by them.

If your product is going to be a high-end market, the product style and personality are distinct, aiming at the middle and high-end consumer groups, it is not appropriate to choose the low-end market to expand rapidly. It is suitable for choosing the way of single store distributors with the aim of gradual penetration of the market, and through the service provided by the distributors, the operation of the brand and the penetration of points and points, and finally achieve good sales results.

The above two ways of choosing agents depend on the business strategy of the company.

Generally speaking, the enterprises that are still in the initial stage of business in the country choose the majority of agents at the provincial level and develop to a certain stage. The disadvantages of the agents at the provincial level also appear, which are reflected in the coordination, market management, terminal support and brand communication. With the gradual expansion of the company, these disadvantages will become more prominent.

There are also some provincial agents in the management of two class agents, subject to their own ability constraints, can not be very good brand concept and management accurately extended to the terminal.

These are the problems that can not be ignored when the enterprises are not strong enough to participate in the exhibition, and it is also a necessary process for every enterprise to develop.

Many enterprises in China have experienced the pition from point to point management to point to point management. In this process, enterprises must choose corresponding strategies according to their economic strength, investment ability and continuous maintenance of terminal capabilities.

Of course, there are two examples of simultaneous application. For example, some enterprises make use of their advantages in geographical location and management support capabilities to conduct spot to point management for dealers around the key cities of the enterprises, and the purpose is to effectively push the good image and meticulous service of the brand to the market, so that consumers can truly feel the charm of the brand.

For some remote areas like Xinjiang, Lanzhou, Ningxia and Inner Mongolia, enterprises want to expand their market share rapidly. We should consider using the influence of provincial agents to take the means of long distance and close attack to achieve the goal of rapidly expanding the market and enhancing brand awareness. At the same time, we should also consider our marketing strategy. It is a strategy of dividing and tilting, spreading large areas or developing rapidly. These three ways are good for whatever you choose.

After clarified the strategic direction, marketing strategy and distributors' positioning, a clear textual material will be formed before the exhibition. When choosing a distributor, they can choose the franchisee they want.

As mentioned earlier, in addition to finding suitable franchisees in the Expo, the media and newspapers can also be regarded as a good way to invest.

Now, some large enterprises in China have formed a set of multi-channel investment means suitable for their enterprises through years of efforts and exploration.

In this case, the scale of enterprises and distributors has become smaller and smaller in recent years. Therefore, the Expo is an opportunity for investment, but it is not the only way to seek excellent agents.

(Wen / chief consultant Yang Dayun in the United era)

Corporate consultant is a UTA management agency from Delaware State in the United States. Since its inception in 1998, it has been committed to the fashion consumer industry.

UTA's service projects consist of corporate strategy consulting, popular information publishing, clothing, costume design, visual design, etc., and it is a global consulting organization.