Yuet Ti (International) Apparel 2011 Autumn And Winter New Product Launches And Dealer Marketing Forum

Documentary on marketing planning

Background:

About exhibition:

Shenzhen international brand underwear Exhibition (SIUF) is a professional exhibition jointly sponsored by Guangdong provincial foreign trade and economic cooperation, Guangdong Textile Association and Shenzhen Guangming New District Administrative Committee. After 5 years of meticulous cultivation and development, SIUF has become China's most professional brand underwear exhibition with the most influence in the industry and the most concentrated underwear brand.

The international brand lingerie exhibition area, 36000 square meters, will bring together hundreds of well-known underwear brands and accessories, equipment, accessories and other underwear related enterprises. It is a specialized and integrated service platform that integrates brand promotion, cultural dissemination, exhibition and exhibition, information exchange, trend publishing and academic discussion. This exhibition will continue to adhere to the idea of innovation and development, take the road of internationalization and marketization, focus on the theme of "health, technology, fashion and life", strengthen resource integration, international exchange and cooperation, organize comprehensive exhibition and exhibition, cultural exhibition, brand promotion, public welfare activities, fashion trends release, theme forum, model competition and other activities, deepen the exhibition brand positioning, and strive to create a global brand underwear professional exhibition. The sixth Shenzhen in 2011

About Yue Ti:

Yuet Tat (International) Fashion Co., Ltd. is a company specializing in Fashion home Clothing enterprises in apparel research and development, design, production and brand operation. Since its inception, the company has been actively establishing and improving the "people-oriented" enterprise management system, adhering to the principle of "quality first", with integrity serving customers as the purpose, with production, development and sales as one of the enterprises. Our products are sold both domestically and internationally. The company and factory are located in Humen clothing Town, Dongguan City, Guangdong, China. The annual output amounts to 16 million pieces, with more than 500 employees. The company specializes in designing and producing famous brand Yuet's home clothes, pajamas, home shoes, towel headwear and so on. The products are exported to China, Korea, Malaysia, Japan and other places, and in 2010, Hongkong and Mainland China Vatees Yue Tate home life hall more than 500.

Facing difficulties:

After nearly 10 years of development, Yuet ti is facing the old agent. Entrepreneurial passion Such problems as fading away and declining customer loyalty, and at the same time, some blank regional markets are also urgently needed to develop under the condition of fierce competition. With the help of the sixth Shenzhen international brand underwear exhibition, many of the apparel industry distributors will gather together to carry out the on-site exhibition and Exhibition order. But at the modern exhibition, all brands are spending money to attract people. They spend money on activities at the exhibition site, such as beauty show, body painting, etc., and even more famous cars are put into the exhibition. The competition for international professional exhibition of underwear is fierce. How to launch exhibition marketing innovation under the limited budget of the exhibition, and achieve the purpose of attracting the target customers and achieving the order of merchants, has become a huge problem for the whole project.

Two. Project planning

Mystery:

With these questions, Yuet's dress finds Chinese southern style. Apparel industry Alliance [CSCU] for consultation. Union staff and Yuet teh leaders conducted in-depth exchanges and communication, suggested that Yuet ti's project started from Yuet ti's internal marketing diagnosis, although time is very tight, but without investigation, there is no right to speak. 為此CSCU為悅緹組建了專業的項目組，通過對悅緹進行系統營銷診斷后，發現存在幾方面癥狀：1、悅緹現有的渠道架構不合理，各個代理區域市場的代理商資源較為匱乏，沒有代理商第二梯隊，這樣導致悅緹的渠道風險性較高，一旦代理商“政變”將導致公司不能及時控制局面；2、現有代理商忠誠度存在一定問題，部分代理商經常在執行公司總部的政策時打折，如在服裝行業每年的訂貨會時訂貨不足，從而將風險完全嫁接于公司等；3、深入剖析現代展會，發現商家在參加展會時有兩種情況：一線品牌參加展會時，往往是按照統一的品牌形象系統來裝飾其展位，并通過展位來展示品牌的文化及理念，其根本目的在于向業界證明其作為行業一線品牌的領導地位，現場的招商簽單并不是其參展最重要的意義，更多的目的在于品牌的傳播；二三線品牌參加展會的目的除品 Brand dissemination, the more important is the on-site investment and signing, or even a lot of enterprises will be a year's marketing costs are pressed at several exhibitions, hoping to harvest a year's marketing results through the exhibition. However, in the specific implementation, many businesses spend a lot of money blindly to follow suit, and do all kinds of eye catching activities, such as the human body painting mentioned above. Instead, they forget their original essence, that is, on-site recruitment of customers to sign bills, although various ways can attract eye balls, but more people are joining in the fun. When the activity ends, people are scattered, and the result is a real "gathering popularity" result. The "turnover rate" is extremely low at the scene, but the result is often spent heavily but "applause is not applauded".

Breaking the news:

CSCU through the in-depth analysis of the target customer groups - channel agents' status quo, the Yuet Ti project group found that clothing agents rely on local network resources and logistics resources to become the target of competition for many businessmen in developing the market. After years of development, they already have a certain scale. However, with the intensification of competition among brands, the rise of brands has also led to the rise of a number of channel agents. The competition among agents in various regions has also plunged into a stage of intense competition. The focus of their competition is on the source of downstream franchisees. Many agents have low control over downstream terminal franchisees due to the primitive operation mode, resulting in frequent downstream customers being swept away by their peers. How to effectively recruit franchisees and realize the loyalty of terminal franchisees to enhance market share has become the biggest problem faced by many channel agents. Channel agents have developed to focus not only on good products, but also on how to teach them to sell their products well. CSCU Yue Tate project team, through multiple project meetings, has been bumping against each other, and finally locked the pattern of this exhibition: precise, pragmatic and innovative, that is, precise targeting of target customers, pragmatic implementation of every key link, innovative use of differentiated marketing methods to attract target customers and ultimately achieve the purpose of participating in the exhibition. And the purpose of this exhibition is positioned in three aspects: 1, agents who recruit the market in the blank area; 2, the number of orders signed by old customers at the scene is improved; 3, comprehensive collection of regional agent resources, as a company's customer database, a reasonable planning of channel structure, and a strategic reserve channel second echelons. In the specific marketing activities, through the exhibition, we will organize the Dealer Marketing Forum innovatively, through the marketing forum to explain how clothing distributors can achieve rapid investment in their regional markets, and how to cultivate the loyalty of downstream terminal retailers after recruiting them, so as to achieve a rapid increase in turnover. From the perspective of distribution agents, we really solve the real problem for customers, that is, teach customers how to sell their products well. The theme of this exhibition is: Yuet Ti (International) apparel 2011 autumn and winter new products conference and distributor Marketing Forum.

Three. Project execution

In the specific implementation of the project, in the face of very tense time, the exhibition activities will be decomposed into the project before, after and after the meeting, the implementation of specific matters in strict accordance with the 3W1R rules, namely, who (who), at what time (when), what what to accomplish, and what results (result) to ensure the smooth implementation of the project.

Before the meeting:

1, through careful planning, the process of the conference is rationalized and the purpose is that every link is to serve the outcome, remove the gorgeous appearance of planning, and return to its most essential purpose, that is, marketing service;

2, for the Dealer Marketing Forum design exquisite invitations and other meeting materials, design application forms to participate in the marketing forum, through the ingenious setting of the application form, in-depth understanding of the target customer group's business situation, and also completed a customer screening.

3, as a platform for CSCU, Yuet Ti contacted He Junfeng, the first marketing planning consultant of the China merchants ordering and planning company, as the keynote speaker of the marketing forum.

4, when notifying the old customers to attend the meeting, explain clearly the marketing forum of this meeting, tell the customer the difference of the meeting and the value of the meeting, so as to mobilize the enthusiasm of the old customers.

5, the most innovative marketing programs require specialized marketing teams to carry out professional training for the Yuet Tek marketing team in the pre conference project group, and produce the "exhibition customer standard marketing process" and "customer resistance point answer" manual to standardize the work process of the sales team exhibition site and reduce the error rate.

Meeting:

1, the marketing team will conduct customer screening through the standardized "booth customer standard marketing process" at the booth site. Through in-depth communication with customers, we can understand the actual experience of customers. For agents who are interested in and agree with Yuet teh brand, they can send out invitation letters by completing the "application form", and ensure the accuracy of participating customers through screening at booth level.

2, for the old customers and the new customers who distribute invitations on the spot, we should assign timely follow-up to ensure the attendance rate of the marketing forum.

3, promote the enthusiasm of the old agents by awarding the award to the old outstanding agents at the scene. At the same time, we will show the cooperation concept between Yuet Ti and agents to the new customers on the spot.

4, through the marketing forum, Mr. He Junfeng explains how agents can rapidly increase sales in his regional market through "win the world" and "fixed order", which will bring substantial help to the agents. At the same time, the agents can exchange and interact with some of the problems encountered in their operation, so that the agents can truly understand the Yuet Ti brand through the learning of the forum. That is, Yuet ti will not only give you good products, but also a set of ways to sell the products well, so as to reach the transaction of new customers on the spot, and at the same time replenish fresh blood for the old agents, so as to enhance the loyalty of the old agents.

6, through the forum to explain the 6 major erroneous points of agent ordering, we will educate and guide the old agents to increase the quantity of orders on the spot.

After the meeting:

1, when customers return, treat the customers who deal with them and the customers who do not deal with them equally.

2, send photos and video discs to customers when they attend the meeting, and greet customers whether they arrive home smoothly by SMS or telephone.

3. Call the target customers who did not attend the marketing forum to inform the scene of the investment fair.

4, arrange the site through "booth customer standard marketing process" screening customer information, establish company's channel resource database, build company's channel structure.

The enthusiasm of the award-winning agents is even higher than ever. The agents who do not do well in the market also say that they must work harder in the coming year. Many agents hope that they will often hold such forum training courses to really help them. At the same time, we invite the provincial agents of Xinjiang, Jiangxi and Hubei to succeed in the new conference, and the distributors of the regional markets are also assigned to the general agents of their respective provinces through the on-site negotiations. This is also a great encouragement to the general agents. And through the directional marketing of the exhibition site, a lot of prospective customers have been reserved strategically for Yuet Ti, which will play a great strategic significance for the future development of Yuet TSE. Through this marketing forum, we successfully implemented the old agent to increase the order quantity of the order.

Accessories: exhibition site