Seize The Opportunity And Become The Leading Character Of The Exhibition.

Today, with the gradual weakening of the function of investment at the exhibition site, to fully display the functions of the exhibition, there is only one way: Kung Fu is out of the exhibition, and the goal is to find the target at the exhibition.

In recent years, the competition in the clothing market is fierce. Some leading brands have invested a lot of advertisements in CCTV to build a reputation. Under the strong advertising campaign, some two or three line brands are hard to recruit with strong financial strength and strong brand awareness. Terminal experience Good quality agents.

A brand is a Menswear men's clothing enterprise that runs medium business casual wear. It is promoted to the whole country through the form of agency system of "headquarters to provincial agent" and "two level franchised stores". Although the company has been in operation for more than 10 years, there are still half of the blank provinces in the country, and the brand and agent groups are in a weak position. Therefore, it is the key to the rapid development of the brand to rapidly expand the sales network and attract a number of powerful agents to join. The purpose of its participation in CHIC is very clear, that is, merchants! On 2006CHIC, we adopted the deep marketing method to make the A brand in the two or three line status create miracles, signed six provincial agents at one breath, and its provincial network basically covered the whole country. The six new provincial agents only opened more than 130 stores in the second half of 2006, and A enterprises turned their losses into profits at the same time. It is worthwhile to draw lessons from its exhibition investment.

　　 Locate the target.

We often hear business owners complain that during the investment season, our people are also going out in batches. The travel expenses have been spent a lot, and there are few customers actually signed. What exactly is the problem? After we have diagnosed more than a dozen investment difficulties of medium-sized enterprises, we find that the core issue is matching. That is to say, these business people do not find the target customers, they have done a lot of useless work. To find a suitable agent, first of all, we should clarify our position and decide what kind of market we belong to. First, second tier cities or three or four tier cities.

Take the A brand as an example. Business casual wear The products are mainly jacket and suit, the price of jacket is between 300 yuan and 700 yuan, and the target group is mainly working class. This positioning is obviously suitable for three or four line cities (prefecture level cities to county towns) stores and mid-level shopping malls. Most of the shopkeepers or suppliers take the goods in the regional clothing distribution centers, and the most effective way to attract investment is to invest. Through the above analysis, the main source channels of its target customers are: regional clothing distribution center (clothing city, shoe city, etc.), trade associations at all levels, and brand agents. We should pay special attention to two groups: one is Wenzhou people (Zhejiang people); the other two are Minnan people. Most of the distribution channels of textile and apparel in China are in their hands, and most of them have joined the local chamber of Commerce. Therefore, the local Zhejiang chamber of Commerce, Wenzhou chamber of Commerce and Fujian chamber of commerce are the main targets. Facts have proved that more than 50% of the agents recruited by the A brand in spring and summer in the past 06 years came from the above chambers of Commerce.

　　 Prepare for a rainy day and build a nest to attract Phoenix

In a sense, investment personnel are active brand image spokesmen. Their image, temperament and behavior will become customers' brand perception into his cognitive system of the brand. Therefore, the introduction of high-quality talents is an important part of the success or failure of investment, so we need to develop a competitive salary system to attract excellent talents.

Take the A brand as an example. At this stage, we need expanding talents. The popular point is that we will run the market, and we need to complete the personnel layout before the Spring Festival. The manpower planning of A brand is: in March ~7 months, there must be a large number of developers to join in the "human sea strategy" for carpet investment. These people do not necessarily need strong professional knowledge, and even cross industry can consider, but must have experience of expansion, image and eloquence. Their purpose is to invite customers rather than sales management. Since August, they have entered the peak shop, and now need a group of marketing managers with strong professional ability to facilitate customer service. To this end, we specially designed a set of "base salary + bonus" (expand commission + sales commission) salary system. According to this set of salary system, every district can earn about one hundred thousand of salary if it achieves more than 15 million performance. So the A brand recruited the district manager with the preferential conditions of "100 thousand annual salary + separate housing".

　　 Advance investment weaving network nationwide

Deep marketing is applied to exhibition investment. Its depth is deep in the depth of time: Early work Mid term outbreak, late lock.

I have talked with many CHIC exhibitors about the purpose of the exhibition. I find that most business owners hold the idea of "investment first" and "brand second". The author also found that a lot of enterprises that are full of investment hope did not recruit suitable distributors through the platform of CHIC. The function of investment in the exhibition site has been gradually weakened. Today, if we want to give full play to the functions of the exhibition, there is only one way - Kung Fu is outside the conference. That is to say, the investment promotion work should be done before the meeting, and the goal of the exhibition will be to lock the existing target, and turn the exhibition from the investment conference to the signing conference.

Business invitation requires probability. According to experience, in a region with ten obvious intentions, only three to four of them will be invited to attend the exhibition and eventually sign one. A enterprises, because of their weak brands, need more national weaving nets to ensure no worries. A brand has started carpet investment in the target area before the Spring Festival. It divides the whole country into eight parts: Northeast, North China, northwest, central China, East China, Southern China, southwest and Southeast. Each district has a large area manager, which covers three to five provinces. Because of the success or failure of investment directly related to the income of regional managers, so everyone's enthusiasm for investment is high. After a week of intensive investment training, we took all the data to the whole country. Merchants giant network And gradually spread on the land of China.

　　 Two suits to ensure confidence.

The exhibition investment should be changed from finding the target to locking the target. Then what are we going to use to lock the target? The product is naturally the first priority. All exhibitors will work hard on this piece. But the display function of exhibition products is greater than the sales function. Many designers in order to fully explain the design concept, most of them are concept samples. In order to avoid the imitation and plagiarism of their peers, they will produce many excellent samples of clothing that are expected to sell. Therefore, the clothing display on the exhibition is bustling on the surface, but there are not many products that can actually be popular and sell well. Today's dealers are quite rational. If they do not see a good product that is suitable for local sales, it will obviously not confirm the cooperation relationship only by a mouthpiece and activities of the business people. How to solve this problem?

The A brand is painstaking in this piece. For the exhibition, two sets of sample clothes have been prepared, one set in the exhibition hall, mainly based on concept clothing, compared with avant-garde and fashion, and the other set in the guesthouse is an order sample garment carefully selected by designers and buyers. China has a vast territory and its consumption habits vary greatly. The second sets of clothing must be targeted at regional development. For example, the blank market of the A brand is mostly concentrated in the northeast and southwest. Therefore, the development of the two sets of clothing samples will be mainly in Chengdu, Shenyang and Harbin, and Hangzhou as a supplement. Facts have proved that these second sets of clothing become the secret weapon of the exhibition investment, and become an important factor for customers to sign contracts.

　 Eye catching marketing

Some critics think that CHIC is a vigorous prop movement, which is quite reasonable. Many enterprises are indeed in the "accompany Prince" reading. Thousands of brands compete with each other. If you want to be the main character of the exhibition, and do not have the strength to build a stadium like Shanshan, you must rely on the strength of the on-site activity planning. A well organized and bright plan will make the brand more popular and become the star of the exhibition.

A brand is located in the first hall, which has a large number of brands. Its area is only about 150 square meters. But at the venue of the exhibition hall, we planned the women's string show for the theme of "impression city new casual wear". The 34 women models are all dressed in white collar, casual wear, dark Lapel shirt, and 34 red lanterns. On the lanterns are the most casual cities representing the 34 administrative districts of China, including "new city casual wear, Macao", "new urban casual wear, Qingdao" and "new urban casual wear Dalian". More than 50 media reporters and more than one hundred photographers were photographed at the scene. The atmosphere of the scene is full of vitality, and the people are all in a sea. Many customers have been determined to face such a momentum and have participated in the women's string show. This is the truth of "doing things, doing things and making the market". In order to extend the potential energy and produce more brand influence, more than 200 soft articles were published on the national print media after the exhibition.

A brand CHIC investment can be said to kill two birds with one stone, winning both the determination of customers and the popularity of brands. A brand CHIC merchants has revealed the law of deep marketing, and has also revealed the mystery of exhibition marketing. The core idea of deep marketing is to make a big fuss about space and time span and depth of time. There are foreshadowing in front, blasting in the middle, and consolidation in the rear.

In short, the exhibition investment is a systematic project, summed up is: hard work in the early stage, highlights in the medium term, late strong follow-up.