ESBACK Marketing Vice President Wei Xing Zhang Takes The Channel As King As The Law.

Interpretation of the clothing industry known as "the king of investment" of the British Erni men's clothing marketing director Wei Xingzhang: "10 Fen leveraging tens of millions of business" marketing strategic thinking.

Wei Xingzhang, MBA of Xiamen University, marketing specialist of costume marketing industry in China, clothing terminal sales training expert, currently vice president of Kunming Suzhou Bay garment trade association, marketing director of Ningbo Si Kun Kai Garments Co., Ltd., has served as marketing director of China Erni menswear China, Guangzhou (Taiwan) Jinxuan Garments Co., Ltd. marketing vice president.

She is responsible for the brand planning and operation of the high-end ladies dress.

Practitioners

Over the past ten years, a number of branch managers have been trained to train more than 10 marketing directors and district managers.

Be a gifted scholar

During the manager of the southwest region, he creatively expanded a store every six days in Sichuan, and was praised as "the king of investment" by the industry.

"The good seaman is known in bad weather"

In March 2014, he began to serve as vice president of China's first Designer Ladies' ESBACK marketing. It took only 6 months to liberate Yunnan, Guizhou, Sichuan, Guangxi, Guangdong, Shenzhen, Anhui, Zhejiang, annex and other markets. Once again, the history of the "king of investment" was reestablished. Wei believes that today's brand development should be based on the mode of agency operation and establish a channel model quickly.

Reporter: Wei general, you are known as the "king of investment" by the industry, and also a senior marketing expert. Many people say that business is hard to do now, the cost is high, the profit is low, and no money can be made. Many brands are in a relatively low state. But the brand you serve is another kind of weather. Not only the channel is developing rapidly, but also the terminal performs well. What do you think is the difference between the present marketing and the previous marketing?

Wei Zong: all right.

First of all, I want to emphasize "eco marketing".

In short, we must realize the sustainable development of the whole ecosystem.

This is related to the topic I want to talk about next.

Secondly, what I want to say is that the marketing age we are in now is different.

To be exact, we are now entering the 3 marketing era.

Wei Zong: all right.

As American economist Kotler divides marketing into three times, the first era is marketing 1.0., just as Ford Henry said: "no matter what color car you need, Ford is only black."

This is the era of product centric.

The core of this era is product management. Marketing is also limited to one of the seven functions supporting production activities. Its main function is to create demand for products.

Mccarthy's 4P theory is regarded as the criterion of the 1 Age: developing products, setting prices, promoting sales and establishing channels.

In short, marketing is still in the tactical stage, and it hardly requires any innovation.

The 1 era of marketing is basically the era of the seller's market.

Marketers recognize that to create more effective needs, we must change the product centered approach to customer focus.

The emergence of STP strategy is the core symbol of the era of marketing 2. It emphasizes the Segmenting market, Targeting market and location (Positioning).

In fact, this is the most commonly used marketing strategy in marketing.

Since the 90s of last century, computers and Internet have gradually entered people's lives.

With the deepening of networking, human beings have begun to become highly interconnected, information is no longer scarce resources, consumers' news has become unusually smart, and has greatly promoted the spread of word of mouth.

In order to adapt to these new changes, marketers once again began marketing pformation, and more focused on human emotional needs.

The new era of marketing concept also emerged, such as emotional marketing, experience marketing, brand asset marketing and so on.

Previous consumer oriented traditional market positioning models have been unable to continue to create demand, and marketers must pay attention to consumers' internal needs at the same time.

This is what Kotler calls marketing 3.

Wei stressed: at present, Yi Si Jun Kai has been able to achieve brilliant achievements, once again refresh the history of the "king of investment". Wei believes that today's brand development should be based on agents as a community operation mode, and establish a channel mode quickly. It is decided that we have implanted the 3 marketing into the channel construction and terminal. We really invite ESBACK investment in the corporate culture and brand spirit. We perfectly integrate channel marketing and terminal marketing, and realize the brand's "eco marketing" in a sense.

In the final analysis, it is to achieve the sustainable development of the brand, so that brands, franchisees and customers can integrate into a complete "ecosystem" and achieve a good development situation from material to spirit.

In the coming year, we will continue to improve our "eco marketing" and stabilize and improve the brand's sustainable development.