Principles Of Clothing Brand Management

If the brand is bigger, it will bring huge profit margins to dealers and support dealers to make themselves bigger and stronger.

Therefore, dealers must be clear, brand is headquarters, and also their own, distributors and headquarters to form alliances to achieve win-win results.

Advertising alone can't afford a brand.

In China, is it possible for a growth brand to be bigger and driven by advertising? The profit generated by a growth brand can not support its advertising in a large media.

I often joke that if an enterprise's annual sales volume is less than 3 hundred million, the investment of TV advertisements should not be taken into account, and even the advertising input of newspapers should not be considered because it can not afford to invest.

Large enterprises are camels, there are reserves of nutrients in the stomach, seven days, eight days without eating or drinking are all right.

But small businesses are rabbits. They eat grass every day. If they don't eat today, they will starve to death tomorrow.

That is to say, a growth enterprise must grow while doing a brand.

No sales, no brand, no channel, no brand.

The key to brand operation of growth enterprises is to do well in sales, followed by the layout of channel network.

These two aspects are ready to have the possibility of becoming famous brands.

It is not hard to find that many brands first make channels and networks, and only after reaching a certain market share can they advertise.

Advertising is the icing on the cake. It is never snow.

The brand operation of advertising is a relatively simple way. The truly benign and scientific method is to expand the market network, expand channels and improve sales capabilities, so as to make the brand bigger.

The expansion of sales and channels depends on the efforts of distributors.

Therefore, brand operation is not only a matter of factory headquarters, but also depends on the efforts of distributors all over the country to increase sales and enlarge channels, so that the brand we sell can expand.

Brand needs four wheel drive

The growth of any brand is not just a matter of headquarters. It relies on four wheels to drive: the first wheel is the brand headquarters, the second wheel is the distributor, the third wheel is the terminal store, and the fourth wheel is the consumer.

The brand headquarters is also good, the dealer is also good, the terminal store is also good, these three levels want to make money, ultimately depend on the consumer to buy the bill.

That is to say, if the fourth wheels do not respond, the front three wheels will be worthless.

Headquarters sent products to your warehouse, you did not sell back to headquarters warehouse, sent out, not only did not make money, but also consumed logistics, pportation, wages and so on.

So if you want to make the brand well, the four wheels must move, and the purpose of the front three wheels is to move the last wheel - pay for it.

Dealers should be "upright."

Dealers should have a sense of being upright in making brands.

The top wheel of the distributor is the brand headquarters, the following wheels are terminal stores and consumers, sandwiched in the middle, up to the top -- keeping in line with the headquarters, inheriting the influence of the headquarters brand, striving for more brand resources, and building the terminal, building the terminal, moving the consumers, and selling the products.

From this point of view, the dealer's status is very important. Just like the neck of a person, the head above the neck is the brand headquarters, and the waist and legs below are terminal stores and consumers.

The growth of a brand is not a part of it. It requires four wheels to move at the same time.

Moreover, a healthy brand, every wheel should get tangible benefits, brand headquarters to profit, dealers to profit, terminal stores to profit, consumers want to get good products, this is the concept of brand four wheel drive.

Win win alliance with manufacturers

After clarified the importance of brand to distributors, what dealers need to do is form alliances with manufacturers' headquarters to achieve win-win results.

Why?

What is the concept of a win-win company? The common goal of the three upstream wheels is to have fourth wheels for consumers to pay, so the three wheels have no choice but to make the consumers pay the bills if they have done well with each other.

To put it bluntly, the most important thing for us to cooperate is to get one word: money, that is, interest.

This is an era of group making money. We must cooperate sincerely and win win in order to share our interests.

Dealers expand the market not only for themselves, but also for headquarters. That is to say, we need to empathy and build a win-win relationship, which is the best relationship between distributors and manufacturers.

That is to say, the relationship between distributors and manufacturers is a strategic alliance, which requires the two sides to achieve win-win cooperation.

The relationship between distributors and manufacturers, in the earliest wholesale era (also known as flash era), is a hand to hand delivery paction, and the cooperation between them is loose.

The trend in recent years is that headquarters control consumers through controlling dealers and controlling terminals.

In this way, we can form a strategic alliance relationship in the upstream through the form of franchised stores.

The brand mentioned above is not only a matter of manufacturer's headquarters. Dealers and terminal stores should contribute to the brand, because we emphasize the four wheel drive. Only when the dealer and the headquarters work together to make the brand do well, can the manufacturers win a win-win situation. Only if the manufacturers win together, can everyone grow stronger together.

Nowadays, business is becoming more and more difficult. How can we do it? The development of the market also requires manufacturers to win altogether.

For example, what a dealer occupies is

Height and length

There is a saying: dealers must have height.

Because our headquarters is highly developed.

As we all know, the water of the Yangtze River rises and flows eastward to the sea.

Why can the Yangtze River flow so far? It is because its source is high, in the Tanggula mountains.

The higher the brand's height is, the higher the brand's height is, the greater the potential energy will be for the sales of products. Dealers should use the brand's potential energy to sell products to terminals and consumers.

Dealers can only make bigger and stronger with the help of the potential energy generated by the brand landing.

Therefore, the headquarters brand is very big, and the relationship with the distributors is too large. The two sides must work together to push the headquarters to make the brand bigger and stronger so that the distributor can become bigger and stronger.