Promotion: Let Brand Clothing Agents Operate Better.

How many promotions can a brand do in one year to increase its brand value? How many times it damages the brand image is becoming clearer in the agent's mind.

"How to promote sales to win the hearts of the people and achieve sales" has always been the development direction of agents. But for a long time, the promotions of clothing agents are not lacking in novelty. If consumers fail to see them, the response is plain, that is, the price dives. Consumers will not only buy, but the brand image will go down.

However, in the CHIC2008 questionnaire survey of agents promotion, the reporter has found new discoveries. I don't know when agents' awareness of promotion has changed quietly, and this change is affecting the entire garment agency industry.

Gifts and theme promotions have sprung up.

In this survey, the reporter obviously felt that nowadays, agents' understanding of sales promotion has not simply stayed at the level of "improving sales performance" and "handling inventory", but gradually developed longitudinally, trying to find a more valuable market behind the "promotion". In particular, the changes in the operation of agents of international brands and front-line brands are more obvious.

"Long term marketing experience tells us that in the new market environment, sales promotion is not only a simple discount and price reduction, but on this basis, a powerful weapon for in-depth communication with consumers." Certain Japan brand Beijing agent Guo Yan said.

We have to admit that in the current market environment, brand promotion information is overwhelming, but it can hardly be remembered and convinced by consumers, which has seriously affected the brand status and brand value. A senior marketing expert said: "the way to promote sales is not to promote the current sales promotion, but to solve the problem of sales promotion. Promotion is not only a tool to increase sales volume, but also makes the promotion level too low, and there is no way out. Promotion is not a devil who hurts the brand. On the contrary, if the sales promotion is well done, it is easier to establish consumer's concern and understanding for the brand. It is a good tool to promote brand loyalty.

This change is very evident in this survey, which can be fully explained from "several promotions and brand promotion activities done in one year" and "which form of product promotion activities are adopted".

In the 2007 survey, 15.6% of the agents did not do any promotional or promotional activities during the year, compared with 4% this year. The change in the number of promotions is also very interesting. Compared with last year's comparison, it is not hard to see that the annual promotions and brand promotions of agents increase 1-1 and 6-6 times, but 7-10 times and 10 times have negative growth. During the visit, reporters and a number of agents talked about the problem. The results reflected that the promotion of clothing agents has become an independent system tool. In the process of carrying out the strategy, we should consider not only the strategy and tactics of the competitive brand, but also the communication and communication between consumers and the consumers, so as to establish the consumer's concern and understanding of the brand, and then maintain the brand and promote the brand marketing. The clothing agency industry is no longer in stock. Promotion "The era of the brand, how many times a year to promote sales in order to increase brand value, more than a few times will damage the brand image, this is a scientific analysis, in the agent's mind is more and more clear.

From the perspective of "which form of product promotion activities should be adopted", it can also clearly detect the existence of such changes. Data collected from a number of market surveys show that "buy gifts" and "thematic promotions" have absolute right to speak in many promotional ways. {page_break}

"The same is to let profits, discounts and rolls back is a double-edged sword. Although reducing inventory to speed up cash flow, it damages brand image and makes consumers increasingly aggrieved. In particular, famous brands or newly opened stores and counters have both the "taste" restrictions, and the demand for popularity and cash flow. Stimulating consumption is stimulating sales. From the standpoint of maintaining image, buying and presenting a more respectable number, using "affection" to do connotations, and surpassing the price figures of simple images, can well adapt to the psychological satisfaction of people's pursuit of "spiritual pleasure" nowadays. Guo Yan said.

Whether buying or selling or theme promotion is actually the concrete embodiment of rational consumption in the market today, which makes it possible for the high quality clothing enterprises to get rid of the low price war and devote themselves to the brand construction with high added value, thus striving for greater market space. McDonald's is a typical classic of promoting sales and building brand. Some people say that McDonald's is not only the largest hamburger manufacturer in the world, but also the largest toy manufacturer in the world. While selling hamburgers, it is also trying to add a culture to hamburgers in order to make hamburgers more spiritual, and the way to promote it is to promote sales. It has played a great role in exploring the deep communication between brands and people's spirit, and has also built brand understanding and loyalty on this basis.

Agents still expect good policies.

The findings of the "most concerned factor" in the cooperative operation with brand enterprises are not much different from those of the same period last year. From the chart analysis, it seems that the difference is obvious, because last year the survey adopted the "single choice" and the "multi selection system" was adopted this year. Therefore, it seems that there are many differences in the numerical value. But from the various sorting, we can still see that the agents' attention to the brand business is still concentrated on the brand market influence and the support for the agents. On the basis of the same conditions, of course, we hope that we can have good policies and good quality and low price, so 60% of the agents in this year's survey still choose the purchase discount point.

Combined with several reports, the clothing industry is a chain of industries. Now franchisees are right. Agent The demand has changed, the purchase discount point and the return rate are no longer the absolute focus of the franchisee's attention. Instead, how to help them open shop, display and training, the change of demand is directly related to the change of agents. How can agents solve this problem? On the one hand, while strengthening their own construction and development, they need more help from upstream brand dealers. Regardless of cost considerations or brand image, getting more support and help from brands is the most convenient and economical way for agents to achieve their ultimate goals.

It is self-evident to pay attention to brand influence when choosing brands. It is a long process for a brand to become famous in a certain area. It requires the joint efforts of the brand, agents and franchisees. The process is long and the profit is also gradual. This is not ideal for agents who are interested in "self interest". If we choose famous and influential brands, these projects will no longer be difficult and helpless.

At present, most brands in China do not have national influence. Therefore, "advertising support" is also a hot topic for agents.