Shishi Clothing Enterprise Double Track Marketing Mode Was First Successful.

This year, several backbone enterprises in the domestic market have added more than 200 sales outlets, "headquarters, 200 G 2 casual wear to Zhengzhou."

Yesterday, Shishi, a brand clothing company, received the expediting fax from the subordinate company.

It is reported that in November Shishi several brands of clothing companies have received such a rush from the various provinces and municipalities directly under the company's fax.

When more foreign clothing companies are eyeing the cake in the Chinese market this year, competition in the domestic clothing sales market is doomed to exacerbate.

However, when many brand enterprises are under pressure, some of the backbone brands of Shishi have developed new paths through the management innovation in the increasingly heated domestic market.

Recently, with the investigation of enterprises under the relevant departments, the reporters found that the market networks of several backbone enterprises increased significantly.

Only when asked, it turned out that this year's hard working market network was a great help.

According to incomplete statistics, there are more than 200 new sales outlets in the domestic market this year.

"Foreign brands are coming in to compete for the cake in China's clothing market.

To be a domestic brand market, first of all, we need to have the courage and ability to compete with foreign brands.

Tien Chang, an editor of AI Deng Bao, is surprised. He believes that at present, the domestic market must have products that can be combined with consumer demand, and an effective marketing network should be established.

The company has strengthened the regulation of the terminal market this year, and adopted the "dual track" marketing mode, which is "agent system" and "direct company". It has withdrawn part of the provincial "agency" which has always been "not good enough", and established a direct or joint sales company. The difference of interest mechanism has greatly reversed the passive situation of the products' "old products can not go down" in some provinces and cities, so that the company's sales outlets in China increased by more than 20% this year.

On the other hand, the company continues to increase brand building and style design, and continuously lead the new consumption trend in the domestic market.

In addition to the designation of the brand of Beijing clothing week in the beginning of the year, the representative styles and styles of spring and winter two seasons are launched annually. This year, the "urban leisure series" products are launched, and the desire to purchase "increasingly rational" Chinese consumers is constantly being mobilized.

On the basis of the original provincial agent system, the "emperor Di brand" clothing has adopted a powerful action of "agent system" and "direct shop". In some "blank" provinces, the direct operation system of enterprises has been rebuilt, and some failed "provincial agents" and "prefecture level agents" have been returned to "state-owned", which are directly operated by the company's dispatches or recruits. This ensures the effective operation of most provinces and municipalities, and at the same time enhances the speed of access to the terminal information, which provides favorable conditions for the headquarters to react quickly and update the styles.

At present, the company's direct operation point is close to the 40%% of the company's total sales outlets.

The head of the company's sales department said that after controlling a certain number of direct outlets, the headquarters could also deploy some products in different areas, so that the East did not brighten the west, which greatly reduced the number of stocks.

The Taiwan brand is located in Shishi. The company began to cultivate its own direct network at the end of last year. At its headquarters, a number of professionals were trained to set up one or two level direct companies in more than 10 provinces and cities.

On the other hand, we should strengthen product innovation and make the product structure more serialized. Finally, we can achieve great results in this difficult year.

When the brand was hard to do this year, the output of the brand still maintained 50%% growth, and the added value also increased.

Management innovation is more important when multiple problems such as cost increase are coming.

Faced with unprecedented development challenges this year, Shishi and some brand enterprises have also increased innovation in marketing methods, reduced the operating costs of marketing links, directly integrated with market demand, improved the effective sales rate of products, reduced the rate of "return to factories" and "pressure reduction rate" at the same time, and made steady progress in adversity.

Yang Jing: editor in charge