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:
Facing difficulties:
Two. Project planning
Mystery:
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
There is no rich and colorful form of activity in the exhibition site of the first line brand, but it does not show its brand image and status as a first-line brand.
Some underwear brands jumped pole dance and striptease on the stage of the booth, and such vulgar activities openly entered the exhibition site. Despite the screams, it was only a farce after all. How much profit can it bring to its brand?
The static display of body painting and model has already become a landscape of the exhibition site. It can be seen everywhere. This is indeed the brand merchants in the competitive homogenization of the current situation of frustration.
There are no attractive activities such as the large scale model walking show and the steel tube dance, but because of a dealer marketing forum, a lot of intention agents have come to consult.
The carefully arranged Dealer Marketing Forum is arranged in the evenings, although exhibitors are very tired all day, but they can get fresh marketing knowledge or make them feel high.
Negotiation with customers after the meeting
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