Case Interpretation: Brand Marketing Strategy Of Small And Medium Garment Enterprises

Case background

L company is a daily necessities enterprise that has been in operation for over ten years. Its annual sales volume is close to 100 million yuan RMB. It has been selling water for several years with several sub brands, and its sales have been half alive.

After diagnosis and analysis, although the quality of L's products is very good, the homogenization of the appeal of the brand products with the market is more serious. Due to the lack of direct marketing operation experience and the ineffective management of the marketing personnel, the sales are driven by a single conference marketing. The effect is not obvious. The activity rate of the direct sellers is very low and the turnover rate is very large.

The reason is that the brand lacks market appeal, and marketing means are old and single.

After a period of in-depth understanding and brainstorming, we have worked out an integrated marketing plan.

First, re create brand connotation.

We upgraded the brand LOGO and VI system, put the "cultural label" on several sub brands in the direct selling mode, that is, using the brand behind the story to give the brand new soul, and the background of the story fits its market positioning 23 to 33 years old female white-collar workers. These women born in the late 70s to early 80s have strong personality needs, and pursue high quality and cultural connotation of petty bourgeois life. The brand story can help sellers and distributors to have a good entry point when introducing products, and use stories to draw out the functions and effectiveness of products, which can lead to the resonance of customers' hearts better than the cold single entry and product demonstrations, and can easily gain great emotional approval, and pave the way for better sales. We re refined the unique selling points of our products and redesigned them.

Two, enabling the brand culture ambassador.

Through the propaganda and training of marketing personnel, we choose to hire a salesperson and team leader who has affinity, influence and extensive interpersonal network as the company's leader.

Through the company's organization and planning, and the participation of the brand culture ambassador, a series of brand related marketing activities, such as the most touching first time in life, the award-winning essay, the photo competition of "the most real life", and so on, have been carried out. The winning works have been widely distributed to every corner of the market in the company's publications and websites, forums, and so on, which greatly mobilized the attention and participation of the market to the brand.

Three, promote a series of network marketing programs.

Judging from the financial strength of L, it would be better to spend more money on TV advertising and spokesmen than Amway and AVON to find breakthroughs in Internet marketing.

Because the market positioning determines that most consumers are experienced Internet users, and facing the increasingly serious market disruption of the network sales, early implementation of network marketing is the general trend. However, because the Internet has no time and geographical restrictions, it is necessary to control and not be easy to control. Therefore, it is necessary to give full play to its advantages, namely, the two functions of "precision" and "interaction".

First of all, to achieve precise marketing, we must understand where the target consumers are and what Internet functions they usually use. Based on this, we link up advertisements in the popular direct selling forums, direct selling portals and some white-collar life channels. The links are all interactive marketing campaigns, which attract more eyeballs.

Second, encourage customers above the dealer level to open shop on Taobao C2C website, and through the official announcement of the unified price sale of exclusive stores and online stores, customers who purchase low-priced products will not enjoy after-sale service, disclose that the low price sellers will give different forms of reward after verification by the company, while the illegal sales operators and distributors will be punished severely or even cancel the sales qualification. This series of measures has greatly improved the market order, and the prices of online shops and distributors are no longer the price, but the speed and quality of service.

In addition, in interactive marketing, the fan forum, instant communication QQ group, the most beautiful blog space show, the brand advertising word award collection, the event planning competition and so on, have not only stimulated the sales but also attracted more new people to join, and the brand's popularity and reputation have been constantly rising.

In this regard, there are a large number of brand culture ambassadors involved in the timely introduction of positive discussions, found that negative information will immediately contact the company's public relations department, to prevent crisis in the unburned.

Four, promote distributors to set up experience studio.

Using the first discount, a powerful dealer will set up the "experience studio". The location of the studio should be chosen in the office intensive office buildings. Compared with the street pavement, the rent will be lower and close to the target consumers. By sending leaflets, billboards and other guidelines, consumers can find workshops. White-collar workers can go to the studio for free experience or purchase products during lunch break or off duty, and the studio will also hold salon or small training activities from time to time.

The humanized arrangement makes the customers feel comfortable at home, the comfort of the family, the personal experience and the online shop sales.

{page_break}

In addition, dealers record their daily work through their blogs, describe the experience of each experience activity, even upload photos and videos of sharing activities, which enables the new person to quickly familiarise themselves with team style from all aspects and quickly integrate into the atmosphere of the team.

Moreover, team leaders have made a great impact on social media tools such as QQ, MSN, and even search engine advertising, and have made the best use of the advantages of "cement + mouse".

Small and medium-sized brands are facing

Whether you feel it or not, whether you admit it or not, the Internet is affecting or changing all business models. No one can stop this trend.

But we must understand that the organic combination of direct selling and the Internet is not a subversion or replacement of the original direct selling mode, but as a powerful tool to play a complementary role. For the direct selling that emphasizes ground cooperation, the Internet can not decide whether to succeed or not, but it will have a far-reaching impact on the marketing of direct selling enterprises, and the challenges it faces are also diversified.

First of all, a series of measures such as encouraging distributors to open online stores still can not avoid the emergence of low price sales.

The biggest problem of low price sales is that dealers are forced to store up goods for higher level incentives and then sell at lower prices.

The three step is to solve this problem. One is not to set the reward goal unrealistic, and the thing that will not be digested in the terminal market will become a malignant tumor sooner or later. The two is to reward the fixed target reward to a percentage, so that the dealer will not pay a higher price for the fixed number. In proportion, the number of workers will not be capped. Third, we must pay close attention to heavy penalties. This is certainly something we do not want to do but have to do.

Good market order is the premise of ensuring fair competition for new, old, big and small distributors and distributors. This also enables consumers to trust the company more.

Second, because of its fast speed, wide scope and complex application technology, the Internet needs a large number of personnel to train, guide, track and respond in real time, otherwise it will be difficult to control once the public opinion crisis is formed.

Because it is impossible for any company to achieve product quality and service complaints. Fast and correct guidance is crucial when confronted with such problems.

Third, how to maintain the popularity of online marketing activities is a very profound knowledge. This requires more opinion leaders and expert consultants to stimulate discussions and stimulate the enthusiasm of members to participate in the activities. If we can form "viral marketing" so that members can spontaneously and happily spread widely, it will be successful Internet Word of mouth marketing. The brand ambassadors of the company must understand how to create such a "catfish effect" in the early stage.

Therefore, faced with these challenges, small and medium-sized direct selling enterprises must pay attention to the following five elements if they want to survive and develop in the cracks of the industry.

1. find the industry subdivision category or extract the special selling point of products, and make the articles of brand culture.

2. to formulate and implement "low cost, high efficiency" marketing strategy and pay attention to the rate of investment reporting.

3. positive guide the brand word of mouth, timely feedback on negative information;

4. high quality products + humane bonus system + excellent salesperson training system;

5., do well in internal work and improve the effectiveness of internal management mechanism.

Yusana (USANA) and MarketAmerica have achieved rapid growth in Taiwan and other places. They use blogs, SKYPE and other Internet tools to develop their organization. Internet application technology has run through its marketing promotion, news release, campaign guidance, bonus inquiry, organization structure query and so on.

This shows that the competition of the direct selling industry will be multi-dimensional and stereoscopic in the future. Whoever holds the trend of marketing development and gets the commanding point of market concern will laugh to the end.

epilogue

As the direct selling industry in China is still in the stage of consolidation and standardization, the small and medium-sized direct selling enterprises must first check through the legality and strive to get the license for direct selling as soon as possible.

For small and medium-sized direct selling enterprises, brand marketing is a system engineering that optimizes the original direct selling mode and combines innovative marketing means. This requires enterprises to adjust, innovate and integrate the direct selling system according to the positioning and planning of the brand.

The brand strategy of any enterprise can not be single, but should be walking on multiple legs, extending to the potential market in many directions.

Small and medium-sized direct selling enterprises must ensure the originality and uniqueness of the brand in brand promotion, pay attention to the connotation behind the brand, bid farewell to naked and extensive means, instead of intensive farming and humanized market guidance, and use the powerful Internet tools to give full play to the functions of word of mouth marketing and interactive marketing, so as to win a place in the brutal market competition.