Gong Zhao Fu: Brand Clothing Should Not Be Blindly Blind In Shopping Malls.

Shopping malls are high-end. clothing The key sales channel of the brand, the foothold in the shopping mall channel and the satisfactory sales performance is the key for the brand to win the market. There are fewer channels for men's wear brands than women's clothing brands. Men's wear Brand sales channel layout has a more important position. After years of experience in planning high-end brand men's clothing, I believe that men's clothing brands need to do the following things in the market.

Choose a shopping mall suitable for brand positioning. Enterprises can not blindly expand the channels of shopping malls, as long as there are vacancies in the mall, the practice is often not ideal. Sale Achievements. Enterprises should conduct in-depth market research on the target market, fully understand the business environment, functional planning, sales environment, competitive brand composition, customer composition and marketable price system of each shopping mall. The most important thing is to understand the high degree of coincidence between the core customer composition of the mall and the target consumer group of the brand, whether a similar brand has achieved good sales performance, and whether there is a location of 50 square meters or more. A large number of target consumers, products in line with the needs of the target consumer group, and ample space to display brand image and products are prerequisites for brand building in shopping malls.

Adjust the brand structure and price system according to the overall situation of the shopping mall. Because of the regional differences, the structure and price system of different shopping malls will be different. How can we adjust to achieve the goal of improving sales performance? The most convenient way is to follow up several menswear brands with better sales performance in the shopping mall, study the best seller composition and product characteristics of these brands, grasp the price system of the best sellers, and make corresponding adjustments to the brand goods structure and price system according to the brand's own characteristics and competitive advantages.

Building VIP customer service system. Improve the brand's viscosity to the core customers, so as to achieve the goal of continuously improving sales performance. Word of mouth communication is very important to the purchase behavior of middle and high-end men's clothing consumers. A loyal customer who is very satisfied with the brand can bring more customers and purchase behavior to the brand. The brand must maintain the core customers and build VIP customer service system, which helps to expand loyal customers and improve sales performance. The key to building VIP customer service system is to focus on customer needs, active service and level concessions.

Avoid blind concessions. We should promote sales in science, especially in discount shopping activities. Participating in sales promotion can improve short-term sales performance, but it will bring about the problem of brand image damage and loyal customer turnover. Enterprises can decide the intensity and frequency of participating activities according to the consumption situation of shopping malls, and flexibly grasp the forms of participating activities under the premise of maintaining brand image and core customers. A better way is to combine brand promotion activities with VIP customers and target customers, so as to improve sales performance. When dealing with inventory, do not go on the market in a big way. We must rely on other channels. The sales target must not be the target consumer group of the brand, but the consumer group with lower consumption power.

In recent years, due to the continuous differentiation of sales channels, especially the diversion of consumers from professional markets and supermarkets, the traditional shopping malls have gradually become the main place for high-end consumers to buy clothing. Therefore, the positioning of high-end clothing brands must be done well in the management of shopping malls. In the long run, the SHOPPINGMALL of big cities has brought together more young people and fashion people because of its comprehensive service function. It will become the main channel for the sale of high-end clothing brands in the future, and the supermarket stores with convenient location and benefits will become the key sales channels for the middle and low end clothing brands.

Put forward:

The most convenient way is to follow up several menswear brands with better sales performance in the mall, study the composition and product characteristics of these brands, grasp the price system of the best sellers, and make corresponding adjustments to the brand structure and price system according to the brand's own characteristics and competitive advantages.

Introduction:

Gong Zhao Fu, director of fashion charm brand planning agency, has been focusing on high-end brand and fashion brand operation planning for many years, familiar with the local high-end men's clothing brand and European fashion brand operation system, to help Chinese enterprises create international brands for pleasure.