The Key To Win The Future Of Clothing Enterprises: Service

1960, the United States

The society first pointed out: "service is for sale, or with products, for sale, activities, interests or satisfaction."

Nowadays, the voice of service oriented enterprises in the industry is getting higher and higher, and many enterprises are already ahead.

China

Wang Zhuo, the Secretary General of the association, summed up the characteristics of the current enterprise services, and divided them into three categories: the first one is the concrete type service, the second is the spiritual service and the cultural knowledge type service, and the third one is the enterprise operation mode and the operation industry chain service.

From specific services to spiritual services

The "white collar" brand is the typical representative of the earliest concrete service to the extreme.

White collar has created several of the most - the shop's liquor is free, the fashion shop can drink, the shop is the first to display flowers, this is more than a decade ago; the earliest realization of the shop can access the Internet.

White-collar workers are faultless in taking care of customers' feelings.

It can be said that only the customer can not think that no white-collar can not do it.

In white-collar shops, customers really appreciate the taste of "God".

For example, their dressing rooms are very distinctive. There are women's needs in the dressing room, cotton swabs, powder cakes, even lipsticks, combs, clips, socks and bathrobes.

"Why do we bathe bathrobes for everyone, because sometimes girls try.

It's a lot of trial. If you ask her to wear it again, it will be troublesome to come out again. Let's have a bathrobe and hang out in the shop. Go back and try again.

Every day in the shop, perfume is sprayed, but morning perfume, noon perfume and evening perfume are different.

Even Miao Hongbing, chairman of the board, once insisted on appearing in the shop every day to meet every customer in person.

Miao Hongbing said a few years ago that if we want our products to have stronger international competitiveness, I think service plays a crucial role. If the enterprises that do not value services now, the future development will become more and more intense. This is the feeling that I have realized in the past ten years. As a brand, the service is too crucial for the brand to develop for a long time.

Facts have proved that the unique "white collar service" has not only brought solid marketing performance to the white collar brand, but also brought lasting influence and reputation to the brand, and has been pushing it forward and taking the lead in the same industry.

The Chinese local brand Yiwen is also a typical example of deeply rooted in the brand soul.

The style of Yi Wen looks very simple, but in fact, it is exquisite and the price is the same.

Even now, Yi Wen has always advocated this simple consumption concept.

In the view of Xia Hua, chairman of Yiwen enterprise group, "in fact, not all the wealth of a man is to dress himself. We remind men to think of their children's education, their parents' old age, and their wives' cosmetics, which are suitable for clothes and styles.

We have always opposed men's impulse shopping.

Yi Wen is the first enterprise to put forward such a slogan. It should be said that it embodies a brand's sincere concern for consumers.

Including earlier, the "tag story" of Yi Wen also conveys the spiritual aspect of brand service.

"On our tag, there are hundreds of thousands of men in China. I think their ordinary and great stories are hung in our clothes to spread to different guests.

Maybe you bought a dress, which is another story of another man.

So this story has spread among you and your friends.

Said Xia Hua.

Yi Wen wants to convey a plain feeling to everyone.

Because, "for a

It is not just a garment, it is not just a product worn on the body, it is more about the integration of care, consideration and trust between people.

There are also outdoor clothing sports brand Pathfinder, in the spirit of service level is also commendable.

Advocating healthy and positive outdoor sunshine life, humanistic care and social responsibility are important components of Pathfinder's spirit of enterprise.

Since 2005, Pathfinder has held public welfare activities to protect the Tibetan antelope for 3 years. We have donated equipment and cash to the hostages in the Hoh Xil reserve every year to support the protection of the Tibetan antelope guarding heroes. In 2009, the Pathfinder continued to pay attention to the national rare rare animals and donated the Explorer equipment to the Yunnan Yunnan snub nosed monkey nature reserve, which led the folk forces to support the protection of Shangri-La snub nosed monkeys in the nature reserve of Yunnan.

In another category, the leading brand of October Mommy is also a leader in this field, or it can be said that it is the unique marketing concept of October that makes it one of the fastest growing companies in the field of maternity dress.

The story of October October is still popular for everyone. It is not the short film of October's mother's public service.

This film, which was widely circulated in the first tier cities in China, gave birth to pregnant women. It not only created a new culture of pregnant women, but also made people remember it.

October 18 has successfully created a brand image of fashion maternity dress, integrating maternity dress with fashionable women's clothing, and creating a cultural atmosphere of caring for pregnant mothers in the post-80s generation.

Its sales as early as 2011 has reached 670 million yuan, accounting for 20% of the total maternity market, and become a well deserved leading brand in the industry.

Whole course service

To upgrade the service to a higher level is Procter & Gamble.

P & G's concept of service is mainly reflected in the dealer can be used "full sales" to explain.

Its close distribution channel member relationship, ultra deep terminal penetration and strict scientific distribution channel management are impressive.

Although the evaluation of these practices is mixed, there are still many examples that can be used as a classic case to provide reference for garment enterprises.

Procter & Gamble put forward the slogan of "distributor as office" very early.

This is not a common slogan. It is a generalization and visualization of P & G's marketing concept.

It means that all market sales and management work of Procter & Gamble is centered on distributors, and the work of all terminal distribution and display must rely on the strength of distributors.

It also means that Procter & Gamble regards distributors as close partners, and regards them as subordinate sales organizations. The terminal market is actually in the hands of Procter & Gamble.

To support, manage, guide and control distributors in a comprehensive way is the core of P & G's marketing concept.

P & G set up a franchise group of Procter & Gamble products for dealers, and the factory representatives are responsible for the day-to-day management of the group.

The franchise group consists of more than ten people. It can be divided into three sales groups: large and medium-sized retail outlets, wholesale markets and deep distribution.

Each salesperson uses the "route visit method" to carry out a series of sales activities such as ordering, collecting, displaying, and posting POP in a given target area and target customers.

The factory representatives visit the customers in collaboration with the franchise team, and continue to carry out on-the-spot guidance and training.

At the same time, the salaries, bonuses, even travel expenses and telephone charges of the members of the franchise group are all provided by P & G company.

Procter & Gamble also requires distributors to provide full-time clerks and full-time warehouse personnel. The salaries and bonuses of these personnel are also borne by P & G company.

To help dealers make money more efficiently, they can not only rely on branding agents to fight advertisements, but also should be more thoughtful to help them design cargo management, storage management, shelf display, effective space utilization, and effective promotion. Scientific methods should be taught to distributors so that the profits of dealers will naturally be high and they will be able to retain dealers.

Li Hailong, an expert in management consulting industry with long-term concern about Procter & Gamble, believes that helping sales is a sales management system, but it does not aim at managing internal staff, but is a sales management system aimed at managing distributors and managing retail terminals.

It is also a channel operation concept to improve customer service and strengthen market development and management.

The concept of helping sales is widely adopted in the operation of multinational corporations in China.

Although on the surface, Procter & Gamble helps and supports distributors very much, which seems to cost money, material and manpower.

But this is the key to solve the stubborn problem that many dealers and brands can not get rid of.

Viewpoint: it's time to spell services.

Wang Xiangsheng, President of international fashion brand development management center

The biggest difference between making brand and selling goods is whether there are targeted consumers.

To sell a brand is to sell it to a particular consumer, while selling goods will not consider so much as long as it can be sold, regardless of who it is.

With targeted audiences, and then gradually changing to VIP customers through various services, the final decision of brand performance is the number of VIP customers.

And the key element to achieve this process is service.

In the past, for most enterprises, the good development of enterprises benefited from the good environment, and the development of enterprises was very good. Moreover, consumers' consumption ideas were not mature enough.

All these make many enterprises ignore the importance of service.

But now, the market is becoming more and more perfect, the competition between enterprises and enterprises is becoming more and more intense, consumer psychology and concepts are becoming more mature, and service becomes the proper meaning of brand seeking for long-term development.

Enterprises will also bring tangible benefits to enterprises by improving their service awareness and service skills.

For example, taking VIP customers who occupy most of the sales performance as an example, if a brand spirit of service is implemented well, more and more familiar customers will be satisfied, and customers will be satisfied with quality service, which is likely to make consumers not too sensitive to price.

Enterprises can put more energy into maintaining and serving VIP customers, and the operating cost will naturally decrease.

More importantly, if the brand is stylish and coupled with good service, it will be possible to attract the VIP customers who like the brand, so that they can become brand franchisees.

Usually, a customer who falls in love with a brand can spread the brand through word of mouth to 10-15 people around him.

Service is divided into several levels, shallow and deep.

But unfortunately, at present, domestic garment enterprises do not do much in this respect, especially in deep level services.

The deep level services mentioned here include customer management services.

The most basic thing of customer management is to collect a large number of customer data, and then through sorting and analysis, get very important information such as customers' consumption habits.

The information on VIP cards of many enterprises may have no other valuable information to read except for the customer's telephone number and the type of clothing purchased.

Foreign clothing brands are relatively clear thinking when they first started building brands. They are very clear about what kind of brand their brand is serving. Then they first design a complete set of service models for these consumers, while domestic enterprises often establish brand names, and then decide who is their target consumers based on sales data.

The order of the two is different, and the understanding of the concept of service is naturally different, and this is the root of the difference.

In fact, service is not only what happens in terminal stores, but more importantly, it extends beyond the store.

For example, to create a club that has nothing to do with marketing for VIP customers does not seem to conform to the profit seeking nature of merchants, but in the long run, it is investing in the future.

At the moment, the most important thing is to act immediately.

The two words of "service" should not be confined to slogans, but attitudes and actions are very important.