Underwear Business: Differentiation Is The Key

In the past two years, Hong Kong's dragon clothing, which had been silent for many years, was suddenly in the limelight. Attract investment And channel construction work is also very fast.

Hong Kong Dragon was once a well-known brand of Chinese clothing, because the positioning of its style and business channel was lost. Management The dilemma has even been passed down. Two years ago, the port was launched again. Under many unfavorable factors, they began shouting "five years of planning for five years, 1000 stores and one billion brands". At the same time, according to its own differentiation advantages and resources, Hong Kong Dragon has also worked out the 10 reasons why customers must join the Hong Kong Dragon.

First, the brand value is relatively high: the operation accumulation of port dragons in the past 13 years, especially the accumulation of brand monopolization in the three years from 2005 to 2008, makes the brand of Hong Kong Shi Long Brand compare with the clothing brands that are mixed up in the market, and has a higher brand value and market popularity, as well as consumption tablet.

Second, the popularity of the market is relatively high: Hong Shi long used to have more than 200 stores in the whole country. The market has a high reputation, and the channel influence is very large. Consumers are more receptive.

Third, from "rich family": origin Seven wolves The group is more noble than other markets, and the group has comprehensive strength. It will not let Hong Kong Dragon "die" easily.

Fourth, the future will be even better: the group's future reinvestment operation has entered the plan. The earlier the entry, the greater the opportunity, and the position first.

Fifth, the entry threshold is low: in the first half of the initial stage of investment, there are no restrictions on the size of the franchisee, the strength of operation and the size of the shops.

Sixth, the low cost of trademark: low royalty only accounts for a small part of the whole business cost.

Seventh, the profit is high: dealers everywhere can choose their own products according to their own needs. The gross profit of each garment is much higher than that of the brand monopoly agency. It can not only run the quantity but also protect the profit.

Eighth, the mode of cooperation is flexible: piecework buyout is acceptable; the duration of investment can be taken into account; it can be used as a single product or a series, giving full play to its greatest advantage.

Ninth, business autonomy is very large: according to the characteristics of local regional operation, the management rights are basically decentralized, and the operators have more autonomy to guarantee their product style and profit system.

Tenth, the headquarters support is big: the main leaders of the company's headquarters are made up of many famous consultants in the clothing industry. The core cadres are from the famous clothing companies in China. They have strong counselling and training capabilities that other companies do not have. They will provide free service to all the clients in their management, retail skills, team building, goods integration, window display, shop promotion and other aspects of the experts. Through continuous propaganda and implementation of the "ten reasons", the development of Hong Kong's investment promotion is very smooth. In less than two years, the network layout of most parts of the country has been completed.

An effective investment strategy is: "first, you must have the advantage of differentiation, and find it out. Second, develop a long, medium and short term goal that allows customers to have confidence and hope. Third, using differential advantages to mine customers must join your 6~10 reasons, the reason is to let customers feel that cooperation with you is safe, profitable, future and can make up for his own shortcomings. Fourth, continue to promote these reasons to your target customers and implement them on a down-to-earth basis.