The Development Strategy Of Second Line Underwear Brand Under Market Competition

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After the rapid development of the underwear industry in recent years, the underwear industry has basically formed a stable market structure. For the enterprises with limited strength and developing a href= http://www.91se91.com/news/index_f.asp underwear > /a >, it is obvious that it is unrealistic to rely on a comprehensive attack on the market and pursue the effect of blossom everywhere if they want to take a firm foothold and occupy a place in today's market environment. < /p >
< p > small and medium-sized enterprises have evaluated the situation and put forward the development strategy of "concentrating superior resources and building strong regional brands". We hope to gradually expand the influence, grow and expand through the success of local areas and the accumulated experience of successful models. < /p >
< p > < strong > the choice of main battlefield < /strong > /p >
< p > we must make a detailed analysis of the national market. The market is large and small. The size of the market is mainly affected by the level of economic development, but consumption habits, consumption psychology, population size, market environment and so on also occupy a relatively large factor. For example, Guangdong, a href= "zj.sjfzxm.com", Zhejiang, Sichuan, Shandong and other provinces have always been regarded as strategic forts by the second tier brands, while Beijing and Shanghai are relatively developed economically, but there are few successful second-line brands. Another example is the Hubei market, which has a large capacity. However, due to the extreme disorder of market competition, the market is very chaotic and the operation is very difficult, so it is hard to see a successful second line brand. < /p >
< p > then, we should analyze and understand the situation of the main competitors, understand their product characteristics, market policies and promotion efforts, and analyze their strengths and weaknesses. Generally speaking, the competition of the big market provinces is fierce, and the provinces with small market competition are relatively weak. How to build a strong regional brand, the role of the factory is very important, in the market operation guiding ideology needs higher requirements. After conducting full market research, SWOT comprehensive analysis of the brand and analysis of competitors' situation, we should determine which provinces the main battlefield is in. < /p >
< p > < strong > regional product positioning < /strong > < /p >
< p > this step is very important. Many enterprises often make this mistake and do not make any adjustment after positioning their products. You know, China has a vast territory. The size of women is quite different from north to south, and consumption habits are also very different. If a brand determines the main battlefield, product development must be considered for the regional market, and the characteristics and consumption characteristics of consumers in the market should be fully studied. After all, good products are prerequisites for success. To a large extent, regional success depends on the success of product development. At the same time, it is necessary to give the product a proper price. The price is a very subtle thing. When pricing, we must take a comprehensive look at the brand positioning, the consumption ability of the region and the price of the competitors. Because your main battlefield is where you really generate sales, so your product positioning must be consistent with the characteristics of the region. < /p >
< p > < strong > target and budget < /strong > /p >
< p > entry into the regional market must be clear about your goals, and then target your opponent. The establishment of goals must be in line with the current situation and can set short-term goals and long-term goals. The market capacity is usually limited, which will inevitably compete for the market from the hands of competitors. If we have a goal, we must determine the cost budget according to the objective. We must make reasonable distribution and utilization of the cost under the condition of limited enterprise resources, and make clear the cost of advertising input, personnel costs and the cost of basic work. Only in this way can we make timely tactical adjustments according to the progress of each stage. An underwear brand enters a market, usually using two ways to establish sales channels: agent and office system. < /p >
< p > with stronger strength and stronger management level, we can consider opening our own offices, which is conducive to the direct construction of control terminals. Or we can operate the regional market through agents, so that we can quickly open the situation by using the original network of agents, and we can quickly realize the withdrawal of funds. Different operating modes require different capital budgets. < /p >
< p > underwear enterprises are generally cautious and dare not to invest. However, the pursuit of high output without investment is certainly not realistic in today's market environment. Within a reasonable financial accounting area, we must make detailed cost estimates. After the preparation is ready, we can have an investment promotion meeting. < /p >
< p > < strong > Merchants Association < /strong > < /p >
< p > > a href= "http://www.91se91.com/news/index_z.asp" > Merchants Association < /a > is the fastest and most effective way to show the strength of the company and develop the sales network, especially for the expansion of the new brand. The Investment Promotion Association generally chooses to hold a higher level hotel in the location of the agent or branch office, which can fully demonstrate the strength of the company and its sales policy in the region. It is best to have attractive preferential policies which are obviously superior to the main competitors to attract customers to join. The investment promotion club enables the brand to quickly establish its reputation in the regional industry dealers, and directly set up a marketing channel. Apart from the Investment Promotion Association, it is also essential to create regional brand names and appropriate advertising inputs. < /p >
< p > < strong > regional advertising > /strong > /p >
< p > regional advertising usually includes the following contents: investment advertisement, image advertisement, promotion advertisement and so on. The advertising expenses budget of underwear enterprises is usually relatively small, so this should be a careful calculation and every cent should be spent on the knife edge. < /p >
< p > < strong > channel intensive farming > /strong > /p >
< p > after completing the basic deployment of the previous stage, it will depend on how you build the sales channel. Sales outlets are not looking at quantity. The key is to see the quality of outlets. There are many regional managers or agents who do not know exactly how many effective outlets they have, or even lack of basic network data files, so as to how to operate the market. Usually, the 28 theorem of the market is always established, and most of the sales volume still depends on a few good customers. Therefore, maintaining good customers is very important. < /p >
< p > of course, if possible, the number of channels should also be pursued. When opening a store, it will be equivalent to putting an outdoor billboard. The promotion of brand awareness is absolutely beneficial. < /p >
< p > for the follow-up brand, it is also a very effective way to firmly lock the opponent and make targeted attack. For example, price, such as advertising support, such as sales policy, such as image, a A brand's opening strategy in Fujian is to lock up another leading B brand store, usually store the store next to the B brand store, because the A brand is better than the B brand besides its popularity, quality, image, style and so on are superior to B brand. After the most direct comparison, because of the proximity, some customers of the B brand have gradually entered the A brand store, so that the A brand directly uses its own advantages and B brand to compete for customers. As a result, after a half year competition, many brand shops are forced to close. < /p >
< p > Terminal training is also very important. This is one of the important means to improve the quality of the outlets. Because the professionalism and complexity of < a href= "http://www.91se91.com/news/index_f.asp" > underwear < /a >, the underwear shopping guide must have professional standards. The performance of different shopping guides may vary many times. Conditional manufacturers can organize trainers to shop on the train, or they can hold training seminars for centralized training, which is conducive to improving the terminal sales force. < /p >