Post Marketing Management Of Chinese Clothing Brand

There are essential differences between the market and the sales. After the sale begins with the product, the market starts before the product. Sales focus on the execution of various actions recommended by the product. market It focuses on the investigation, analysis, foreshadowing and dissemination of products before and after the listing. Sales work has always been "I love you", and the market is doing "you love me".

The development of marketing has gone through several stages: product centered, consumer centered, customer centered and marketing centered. To date, the essence of marketing is to focus on competitors instead of merely meeting the needs and needs of customers.

From the strategic point of view, it is to determine the most advantageous position for the competitor in the mind of the customer, so that the brand wins the competition to win the priority choice. This requires enterprises to work out a very excellent and competitive marketing strategy. Strictly speaking, excellent staff and excellent product quality are not the guarantee that you can win the competition among the competitors. The best strategy is the only way to win.

Of course, few enterprises can achieve the marketing strategy of "preemption" and "pre emptive strike", such as the marketing strategy of Goldlion that year, and most of the enterprises are marketing ideas of "moving horses and moving horses and accompanying them". That is to say, most of the Clothing brand Enterprises are pushing their own products to the market at the same time, they really began to face competition directly, and began to study competitors. This is what I call "post marketing management".

Many manufacturers will put all their energy and manpower and financial resources into the early development of the market and compete for channel resources, and even sacrifice their interests at all costs to compete for channel resources. Numerous factory cases show that the manufacturers in this field have achieved great success in the early stage, but in the later stage they are in a dilemma of development, and even shrink rapidly. In fact, this is a kind of strategy that encourages the growth and development, and the result is predictable.

Because the early development of the market is what every manufacturer is trying hard to do, and it is also a battle for the soldiers. However, the late management of the market is not well done by every manufacturer. According to the theory of "two principles", most of the brands that do not occupy the top two in the minds of customers are caught up in a situation that can not be sold, and the brands that sell are precisely those two brands that occupy the minds of customers. This is the bottleneck of competition.

The first place in post marketing management is the investigation and Countermeasure of competitors. If we want to win in marketing, we are not going to brainwash our customers, but to defeat our competitors. As long as you beat your competitors, you win everything. Therefore, under this premise, our brand communication should be separated from our competitors and give us a correct positioning. Most enterprises do not have no location, but destroy their own positioning in the operation of enterprises, deviate from the direction of operation, or do not allocate resources according to their mental location, inaccurate positioning, causing customers not to accept your products or your input. This is a waste of assets.

When the investigation and brand positioning of competitors are good, the following should be the subdivision of the market, the optimization and control of channels, team building and management, which is an indispensable part of post market management.

Yes, of course, Post marketing management It is a systematic work. This is only an outline. It is necessary for strategic makers to draw up detailed strategic plans and tactical plans from a higher and overall level so as to achieve feasibility. I am here only to give you some advice, for your consideration and reference.