Shoes And Clothing Market Five Successful Marketing Sword

　 Footwear apparel It has strong seasonality, fashion and homogeneity. Often a new model has just been developed. market There are already similar products everywhere. Manufacturers in order to achieve marketing strategy and their own development needs, in the establishment of channels and networks will require a stock, while the agent dealer market operation in order to speed up the flow of funds and reduce risk, many times will be lower than the manufacturer's price limit. Sale 。 As a result, the brand establishment of the manufacturers has a certain impact. Some brands also end up as low-end brands because of the poor control of manufacturers' channels and networks, and the profits are even more difficult to upgrade. Apart from some big brands and luxury brands, many of the shoes brand positioning in the market is dominated by ordinary consumers. In this way, it is necessary to increase the opportunity to contact with customers, that is, to increase different channels and sales networks. At the same time, it is required that every network must have a certain volume of sales to ensure profitability.

　　 Good products are the foundation of promotion.

Without good quality and workmanship, any shoe clothing product can only be reduced to the street stalls. "Product quality is above everything else". China's marketing process in the past 20 years has fully illustrated this point. Without quality assurance, the product itself has no room for survival, let alone market promotion. It is worth noting that good products are not only good quality and durable, but also include exquisite packaging, comfortable wearing experience, considerate service, and brand consistency. Even the healthy advertising content and so on, these added value combinations have been increasingly integrated into the product's quality content, and become an important part of product quality.

The brand that customers often talk about when choosing footwear products is more about the quality of a product, followed by price and other factors. Often, a good footwear apparel product has been more successful in the market. For example, Dai Anfen of underwear, BELLE of trousers, BELLE of women's shoes, OnLY of women's clothing, seven wolves of men's clothing, etc., first of all, they have made great efforts in product design and manufacture. Then they have established their own complete marketing system in all aspects of channel network and store construction, advertising, public relations, service and brand building, and have brought this complete market advantage marketing system to the forefront of the industry, so they will have the extraordinary performance in today's market. Generally speaking, the product brand with good quality and high added value will remain invincible in the market, maybe occasionally frustrated, but because of the solid foundation of the core operation success system with the market needs, it can firmly control the success of the market.

　　 Advertising is an effective way to open up the market.

"Wine is also afraid of deep alley". Any product without corresponding advertising and promotion, and effective market capture and brand building are unthinkable in terms of current concepts and practices. China's footwear industry prefer choosing stars to be spokesmen. This practice is understandable, and indeed it has made many enterprises taste the sweetness of the star effect. But the star effect can not take the place of other advertising methods. As a national advertising, we can consider the use of public relations, public welfare and other ways to promote the promotion. In this respect, health care products and medicine are very prominent. It is also worthy of reference and significance for the footwear industry.

For shoes that want to produce larger sales volume, after their own quality reaches a certain level, we should consider using carpet advertising promotion to force the market and occupy a place. Although this method is old-fashioned, it is very effective, because it effectively strengthens the consumer's memory of the brand, and when it's actually shopping, it will unconsciously take the strengthened brand as a reference, thereby increasing the sales opportunities. Melatonin in health products is a good example. What needs to be emphasized is that the premise of doing such a large area of advertising bombing is that the quality of its own is guaranteed, otherwise, the negative demand of consumers will be formed, and the whole brand will be smashed.

As a product of seasonal and fashion, the content of visual merchandising is hard to maintain consistency for a long time. Especially in the national TV media, this kind of advertising can not be invested by every enterprise. Therefore, when the market is opened, advertising can be more placed in different media such as professional newspapers and magazines, websites and so on. At the same time, we can also consider the traditional ways of regional markets such as television and road signs. In this way, manufacturers can still maintain contact points with consumers, enhance brand awareness, influence and loyalty, and so on, which can effectively reduce the related advertising expenses. One thing that needs special attention is that when doing print advertisements, we must ensure the uniformity of the content of the communication. We must never use one content in the south, one content in the north, or one content in the road sign, but another content in the POP and so on. This will only make consumers feel puzzled and hesitant, and it will not benefit the brand image and product sales.