Second Line Underwear Brand How To Compete

　　 Underwear After rapid development in recent years, the industry has basically formed a stable market structure. For small and medium-sized underwear enterprises with limited strength and development, it is obviously 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. For this reason, small and medium-sized underwear enterprises have developed the strategy of "concentrating superior resources and building strong regional brands".

The choice of main battlefield. We must make a detailed analysis of the national market. The underwear 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. such as Guangdong Zhejiang, Sichuan, Shandong and other provinces have always been Second line brand As a strategic fortress, and Beijing and Shanghai, although the economy is relatively developed, but few successful operation of the second-line brand. 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. Then, we should make an analysis of the main competitors' situation, understand their product characteristics, market policies and promotion efforts, and analyze their advantages and disadvantages. 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 manufacturers is very important, in terms of market operation guidelines need to have 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.

Regional product positioning. 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 the main battlefield is the place where sales are really generated, product positioning must conform to the characteristics of the region.

Goals and budgets. To enter the regional market, we must define our goals and then target our competitors. 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 goal. Under the condition of limited enterprise resources, we must make reasonable distribution and utilization of the cost, make clear the advertising investment, personnel costs, and the cost of all 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.

Those with stronger strength and stronger management level can consider opening their 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. Underwear enterprises are generally cautious, dare not invest, but do not invest in pursuit of high output, which is certainly unrealistic in today's market environment. Within a reasonable financial accounting area, we must make detailed cost estimates. After preparation, we can have a business promotion meeting.

Channel intensive cultivation. After completing the basic deployment, you will see how you can build sales channels. 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 how to operate the market. Usually, the 28 theorem of the market is always established, and most of the sales are generated by a few good customers. Therefore, maintaining good customers is very important. Of course, if possible, the number of channels should also be pursued. Opening a more exclusive store is also equivalent to putting an outdoor billboard. The promotion of brand awareness is absolutely beneficial.

For the follow-up brand, it is also a very effective way to firmly lock the opponent and make targeted attack. Such as price, advertising support, sales policy and image. The opening strategy of a A brand in Fujian is to lock in another leading B brand store, and usually store stores next to B brand, because A brand is superior to B brand in terms of quality, image, style and so on. After the most direct comparison, because of the proximity, B brand has already cultivated some customers will gradually enter the A brand store, so A brand directly uses its own advantages and B brand to compete for customers. As a result, after a half year competition, many B brand shops are forced to close.

The training of terminal shopping guide is also very important, which is one of the important means to improve the quality of outlets. Underwear shopping guide must have professional standards. The performance of different shopping guides may vary many times. Conditional manufacturers can organize trainers to shop for training, and can also hold training seminars for centralized training, which is conducive to improving terminal sales.