New Thinking Of Clothing Brand Operators In The New Era

Many garment enterprises are lamenting: too many brands, business is hard to do!

By investigating the sales situation of 200 department stores across the country, Dr. Wang came to the opposite conclusion: China.

The potential is enormous.

Because of the top ten clothing brands in department stores, the market share of each household is not large, and the Chinese clothing market is not sufficiently detailed and space is still large.

Dr. Wang believes that the low end market of Chinese clothing accounts for most of the clothing market, while the proportion of the middle end market is very small, and the high-end market is almost none.

We should see that the consumption ability and consumption habits of consumers are changing, the low end consumer groups are decreasing, and the middle and high-end consumer groups are on the rise.

Therefore, the production enterprises should identify the location, clarify the target consumer groups, and shorten the age span as far as possible. Dr. Wang does not agree with the "25 - 35 age" such a broad objective positioning. He thinks that we must identify the location and find out the gaps in the market segmentation so that enterprises can develop.

We need to find differences and make achievements.

brand

People should not only be good at finding common rules in the industry, but also be good at finding differences between them.

The department store industry has changed from the original high and low grade products to a grade only product. The clothing industry is also like this. A brand can not be produced in every grade. So your product has no market in Guizhou Province, and consumers do not know which brand of products your brand represents.

Enterprises should know how to look for differences in many brands, and there are differences before they have market.

It is worth reminding that when advertising companies are putting up advertisements, they must be clear: whether your brand is regional brand or Chinese brand or world brand?

For example, if you only have 30 stores, you don't need to advertise in the national media such as CCTV. All you have to do is to recruit franchisees, agents, and advertise in some areas.

Optimizing brand is more important than terminal.

At present,

The weakness of the enterprise is terminal and management. Business owners have put most of their experience into production, but the concern for the terminal is far from enough.

As a matter of fact, the final profit of the enterprise is acquired at the terminal. The quality of the terminal directly affects the development of the enterprise. Therefore, an important aspect of optimizing the brand is the management of the terminal.

Once an expert once said, good terminal should be single product wonderful, complete set of match, form a series, decorate good-looking.

A good salesperson is not just a simple salesperson - I can't buy a group of people to shop, but I can ask a customer to buy a suit instead of just one.

To enable the salesperson to do this, we must strengthen terminal management and training, so we must not focus on production but ignore the terminal.