Regional Marketing Of Garment Industry

The operation of regional market is an integral part of a company's overall marketing strategic planning, and it is also a concrete embodiment of marketing strategy planning in execution.

It can be said that the success or failure of the regional market determines to a large extent the overall marketing performance of the company.

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How to do a good job in regional marketing, according to the practical experience of the crowd marketing planning, we believe that the following steps can be taken to carry out the regional market marketing:

Division of regional market and determination of strategic objectives

First, determine the scope, location type and regional marketing strategy.

Generally speaking, there is always a gradual expansion process in the development of market and sales. Very few companies have been developing the whole country in the same place at the beginning.

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This requires that enterprises of different sizes and strength and different product structure must determine the spatial scope of the target and regional market with different sizes.

After defining the regional scope, we must classify and locate the regional market, and divide different regional types, such as the base camp area, the base area, the movement area and the guerrilla zone.

Different types of regions carry out different marketing strategies: the base area is the area of the absolute occupation of the company (the market share is above 60%). For this kind of regional company, it must ensure the investment, establish the marketing branch to the county level and even the township market level to carry on the deep distribution, firmly occupy the terminal network to carry on the intensive cultivation of the regional market; according to the region is the area of the company's absolute control (the market share is above 40%), the company should focus on this kind of regional company and adopt the channel strategy of combining the dealer with the terminal (the 30% input is spent on the distributor on the terminal), and the competition with the competitor is focused and targeted.

Thorough investigation and establishment of customer files

Although the distribution of target distributors and retail terminals in the district has been identified

But we may not know or know about it at the moment. This requires our business personnel to further carry out in-depth and practical investigation work, and to understand their related situations in detail and truthfully.

The usual practice is to set up the target customer files.

How to make regional marketing for clothing? There are three points for attention:

Archival information must be comprehensive and detailed.

The customer information reflected in the customer files is an important basis for us to determine the specific sales policy for the customer one to one.

Therefore, in addition to the most basic information of customer names, addresses, contacts and telephone calls, the establishment of archives should also include more profound factors such as its management characteristics, industry status and influence, distribution capabilities, financial strength, business reputation, and cooperation intentions with the company.

Internal decomposition of targets, indicators of responsibility to people

Each partition is the most basic marketing team of a company.

Although this team may be a very small number of 2-3 people, it is still necessary for us to put the sales targets and tasks into every business person in this district, rather than just apportionment to the District, not just in the regional branch.

How to do well regional marketing of clothing? From company to region, from region to District, from district to individual, it is a complete line of internal decomposition of marketing goal.

Indicators are responsible for people, and on the one hand, they can ensure the possibility of achieving the goal plan. Because it subdivides long-term goals and overall goals into short-term goals and local goals, it is much closer and closer, and enables business people to see the hope of completing tasks and morale.

On the other hand, it can also truly assess the sales performance of each business person.

Because a certain area or district has not completed the sales target task, it does not mean that all the business personnel in the area or district have not completed the task.

The assessment of people is conducive to encouraging advanced measures to promote backwardness, helping to discover and train new business backbone, and to prevent regional development.

Team premature aging.