The Marketing Of Brand By Chinese Clothing Companies: How Can You Let Franchisees Be Loyal To You?

Another key point in brand operation is marketing.

This is often foreign trade.

With the increasingly fierce competition in the brand clothing market, the domestic market is becoming increasingly fierce.

Since 2007, China's A share market brand clothing company has raised about 7 billion yuan through the way of IPO or additional issuance, of which more than 3/4 has been used to raise funds for marketing network and store expansion. In addition, technology R & D and logistics information system are also the main recruitment projects of branded apparel companies.

In the domestic brand operation mode, the control of the channel mostly adopts the franchising management mode.

But brands such as the United States and the seven wolves, which have enough strength, have begun to gradually increase the proportion of direct battalions, or to strengthen the control of the channels, so as to extend the links to terminal channels.

Wang Xiangsheng expressed a view that the brand is just beginning to establish, and it must rely on franchisees.

Among the many brand entrepreneurs he visited, there was a deep impression on him: the brand was never perfect to 3~5, but we could not wait for so long, so there was only one way to find experienced and mature agents or franchisees in the early stages of development, so that they could help the brand grow faster.

To this end, brands are looking forward to the loyalty of franchisees.

Wang Xiangsheng said: "franchisees and brand cooperation have four states: the first is to make money and be happy, and to be loyal to you; secondly, it is not to make money and unhappy, and he will not support you; second, it is not happy to make money; finally, it is not making money but happy, which is the minimum requirement for franchisees to cooperate with you."

In addition to offline channel mode, e-commerce has also become the starting point of some brands, and even started to synchronize online and offline at the very beginning.

"Personally, I do not recommend that the two modes should be started at the same time. The brand should either start online or start offline."

Deng Lifu emphasized that different routes and brand positioning need to find different ways.

"We must find a way to match the product positioning to do marketing, such as our fast fashion, if it is placed in a very high-end place, but the area is not enough, this is not necessarily appropriate."

Of course, there are some brands that can be interconnected, like ZARA, and some shops have entered the high-end places, but the high-end places must have a large area, and choose a relatively crowded area in the high-end places. "This is a special case, not all the cards are suitable for doing so."