Multi Channel Layout To Create Quality Brand

Hangzhou Ruixiang Garments Co., Ltd., a clothing, clothing brand development, production, sales as one of the professional.

Enterprises, have their own independent clothing brand - Fei Ge.

Philippine's product design integrates traditional Chinese exquisite crafts and modern fashion elements to meet the visual and psychological needs of fashionable women.

This time, the Chinese women's clothing net has the honor to interview Mr. Xu, director of the clothing Market Department of the Philippines, so let's follow Mr. Xu to further understand the Philippine Pavilion brand.

The new ordering method touches the new and old customers.

At the 2012 autumn order meeting, which was just over, Fei Ge adopted shop style display and shop site ordering. This is the first time that Fei GE has adopted this method.

It will be displayed in the form of four large stores. Then, the product is introduced to the customer by the store clerk, and the designer's description of the trend is combined with the designer, so that the new and old customers can understand the products more concretely and more comprehensively.

Obviously, this new ordering method touches the new and old customers, and the Philippine Pavilion gains the desired order effect.

At the same time, Mr. Xu also told us that the costumes featured in the 2012 autumn order show were the choice of colors. It will continue the four main colors of this year's popularity, green, orange, yellow and blue.

Seeking competitive advantages in channels and fabrics

As we all know, there are many brands of women's clothing in Hangzhou. How does the Philippine Pavilion make itself stand out in many brands?

First, the layout of the channel.

Different products and different distribution, Fei Ge in one or two, three line cities have franchised stores, direct counters, but goods of three cities will be slightly different.

Relatively speaking, the fabrics used are better, and the products with higher unit price generally appear in the first and second tier cities, while the three tier cities are mostly products with higher price performance ratio.

Secondly, the quality of products.

Unlike most domestic fabrics that are mainly used by Hangzhou brands, about 50% of its fabrics are purchased from the international market. At the same time, Fei has its own fabric development and design team.

All these make Philippines have an irreplaceable advantage over other clothing brands.

"315" plan to better enhance brand

although

Already has strong competitive advantage, but Fei GE has not stagnated.

In this interview, Xu manager told us about the "315" brand upgrading plan of Fei Ge.

"One" refers to the first year, the quality year of the Philippines brand, the goal is to reach all the products sold at terminal stores without quality complaints.

"Three" refers to the three year spanning plan, choose the right height, such as Beijing, Shanghai and other regions, to promote the promotion of the Philippine Pavilion brand.

In the three year spanning plan, the Philippines will choose the form of high-end brand news to promote streaming media advertising.

Among them, streaming media advertisements mainly include light box TV advertising, outdoor advertising in core Plaza, TV advertising and micro film mode.

"Five" refers to the five year strategic plan. During this period, Ruixiang clothing will innovate in its operation structure and operation mode.

All the shop managers, shop assistants and branch offices of the Philippine terminal store will be integrated and divided, so that each Philippine staff will become one of the investors of the Philippine Pavilion brand.

The current sales mode of Fei Ge is mainly divided into four parts: Direct stores, franchisees, sub agency modes of provincial agency cooperation, and the network sales mode which began in 2011.

The mode of Direct stores, franchisees and provincial agent branches has developed for 6 or 7 years, and has entered a stage of steady development. Network sales mode is a relatively new mode, and it is also a very strong development mode.

The Philippine brand is also seeing the good prospects for the development of the electricity supplier.

Strong network power, focusing on network investment

In recent years, the rapid development of the Internet has more and more impact on people's lives. Fei Ge not only saw the prospect of network sales, but also saw the benefits of Internet investment.

Mr. Xu said that the main way of investment in the Philippines brand is the store effect brought by the direct store, the new customers brought by the customers, and the propaganda and investment of the network.

Because the information of the network channel is large and the traffic volume is large, it brings a lot of intention to join the customers.

It has been more than a year since the Philippines co operated with the Chinese women's wear net. Updating the timely brand ordering information, the relevant information of the clothing industry, and the large number of customer resources through precise examination are the focus of the Philippine pavilion's attention, and also the advantage of the Chinese women's wear net.

Later customer service to customer's follow-up work is the reason why Xu manager pays more attention to the Chinese women's clothing net.

Intention to join customers carefully screened and followed up

Internet merchants bring a lot of messages, customers who are interested in joining the Philippines Pavilion. When the amount of information is large, the quality of the intention customers is also uneven.

Through telephone communication, understand the basic situation of both sides.

Then customers are asked to send their store locations and photos back to the company in the form of mail, so as to know whether the basic store status of customers is consistent with the brand positioning of Fei Ge.

Finally, there will be a special person to visit the store.

A series of processes enable the Philippine brand to find better franchisees.

Formulate policy plan for customers' situation

Xu manager said that in Hebei Tangshan, Jiangsu, Danyang and other areas of cooperative customers, after running in with the Philippine brand, the development is very rapid, among which Jiangsu Danyang customers are ready to open branches this year.

For these outstanding shops, Fei GE has a two-year policy deployment for new customers, which will have positive support and incentives for customers.

Of course, there will be better development, there will be relatively poor benefits, for the more experienced customers who operate the brand, the company will give the goods the greatest support and publicity, so that customers can play their own sales ability and channel capacity; for the first time customers who have no experience in brand operation, the company will adopt direct shop nanny management, customers only need to be responsible for the location of the shop decoration, the latter's operation management, including personnel training, sales skills training or even on-site sales, will have the company's sales department to help, lead the customer to complete together.