The Failure Of Marketing Planning Has Made Garment Enterprises Unable To Recover.

A famous family in China.

A famous marketing service company abroad has made a whole marketing plan.

The whole marketing plan invested 130 million yuan in total cost. The company even borrowed a lot of money from the bank to support the marketing activity. It was desperate and desperate. Despite the expectation of the top twelve to meet the market situation, the enterprise only brought 90 million yuan of sales.

Although a lecturer has done a lot of analysis from the angle of clothing brand operation, listeners always feel that they do not agree with each other.

As a pure clothing brand and marketing research scholar, they can pick out numerous mistakes in any marketing planning or clothing brand planning, but it is not important for the real business competition in life and death to plan whether it is ideal or not, and the most important is the ratio of input to output.

Therefore, the problem of cost can not be ignored.

If the above cases can be completed at 20 million or even lower cost, the enterprise will not only lose, but may even bring high profit and the added value of the clothing brand.

In fact, the analysis of a large number of the United States

When planning, we will find that all of their marketing planning work is based on American high volume and high operating costs. This marketing idea is the key to win the competition between Chinese enterprises and American enterprises in recent years.

It is precisely this high cost that makes the enterprise in a predicament. At the present stage, before the Chinese enterprises have established the barriers to high clothing brand, the cost competitive advantage is unavoidable.

This case reminds us of our own public relations customer. This customer's original service provider is one of the most famous advertising and public relations service providers in the world. When the marketing director of this customer discovered that he got the same public relations effect at the cost of nearly 5 times our service charge, he resolutely stopped the original cooperation and turned to cooperate with us after working with the public relations service provider.

It reminds us of what Marx once said: for 100% of profits, some people dare to trample on all human laws; of course, the cost advantage is not isolated, but also phased.

This means that when we give up our original advantages to pursue the advantages that others have, our business will lose all the advantages.

The case at the beginning of this article is a very typical representative.

If we can have the advantages of costumes and intellectual property on the basis of cost advantage, Chinese enterprises will be invincible in the world.

With a profit of 300%, some people dare to commit any crime or even risk the risk of being turned over.

We want to say that in order to reduce costs substantially, our customers will dare to break through all traditions.

This is important for companies that face rational customers.

because

Itself is a commitment to quality, and when the quality commitment is too far away from the cost, its advantages will also be lost.

This is a case in the face of rational customers.