How To Create A Brand Name Myth After "Sell After Production"?

Strategy is out of nothing.

Generally speaking,

The start-up capital should be at least 100-500 RMB, and must be produced and sold first.

But the author actually witnessed a brand name myth.

In August 2002, a new brand woman decided to hold a brand press conference in two weeks.

In order to keep the two pronged approach, the company used 7 days to recruit 3 wholesale clothing salesmen.

Everything was ready and only owed the east wind. However, the plan did not change. The abrupt resignation of the designer and the planner made the conference almost a laughing stock.

The reason is that all the samples have not been made.

Nevertheless, the stubborn character of Wenzhou businessmen and the spirit of changing their spirits did not waver their timetable.

Recruitment! Recruitment! Until the day before the launch, the new designer was completely able to do it.

Sample clothes were brought by the new designer from home, and even the labels were not sent and posted. They were sent to the Continental Hotel's conference. Due to the advertising effect and the efforts of the new business people, more than 100 wholesalers from all over the country gathered in the rush to release the regular lunch and dinner.

For some forthright dealers, the future of the company depends on the degree of the boss's making and selling. For the protagonist of the story, all 20 of them are placed on the venue and dining table.

Next, what we have to do is to deal with these customers and visit their humble companies.

At this point, something wonderful happened.

The boss deliberately arranged all the clients to talk to their remote offices in the same morning.

When the merchants were received by the bus, they found that the company was small, but the front door of the finance room was full of dealers waiting for the deposit.

Among them, there are two dealers from the same area, who are fighting for exclusive distribution rights.

This is virtually a signal to all: it must be ordered immediately. In this way, 40 large and small customers have turned over the deposit from several hundred yuan to 30 thousand yuan.

This enterprise has made an important step by producing the first batch of autumn clothes with the first 500 thousand deposit in 14 days.

At present, the brand's annual sales volume has exceeded 50 million yuan, and there are 90 outlets all over the country.

Strategy two

The risk of new brand is very large. If we don't take the marketing route based on wholesale business, we will have to experience the pain of opening a shop.

The huge cost of building stores is not just a product, but a headache.

I'm afraid I can't afford to open so many shops, and it will be worthless for 3 months to keep the goods on hand. If we are short of preparation, we won't even be able to support a single counter.

A famous professional clothing company used to represent Hongkong men's wear as its main business.

Before the creation of its own brand, the company sold women's clothing as a matching product in men's clothing stores, although not many, but lucrative.

Of course, in order to make two brands appear in the same counter, the company has also done the necessary PR work.

After running in half a year in 1996, the company has completed the necessary capital accumulation at the same time trying to understand the market demand, and successfully launched the mass production in 1997.

At the same time, the original men's wear shop was gradually replaced by its own brand with higher profits and more sales, and soon became one of the top ten brands in the country.

Strategy three

Not all operators have the opportunity and strength to represent others' brands.

Many senior designers, because they do not have enough financial support, can not create their own.

。

Some of them have chosen to form a partnership with others in order to create and maintain brand development.

In this kind of enterprise, the designer occupies the general stock many, therefore the company investment scale is often not big, basically takes the student partnership or the friend partner's practice majority.

Start low, natural exhibition slower.

In particular, many designers who come back from overseas or even win the prize will gradually be very unsuited to the brand's thinking of becoming more and more low-grade, marketing marketing and vulgarization of design.

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Some big designers are very intelligent.

After returning home or studying, they will go to a large enterprise to work for others, and then borrow the capital strength of these enterprises to complete their brand dream.

At the same time, they also use the media to constantly publicize themselves.

These big enterprises often do not have the recent financial pressure, can let the designer bold to complete the "high-end - high-end" design concept, seems to be only the title not to profit.

Two years later, although there are some losses, the brand image is still there.

At this time, designers have understood the rules of the market, and they can easily seize the selling points in the high-end brand competition.

As a result, the accumulation of many jobs has become the driving force of private brand.

This is a successful magic weapon for many famous foreign designers. Now China has also produced a large number of similar success stories, which is worthy of reference to the entrepreneurs in the apparel industry.

Four series of tricks

At the end of 1996, the author was ordered to promote the brand women's clothing in Tianjin market.

At that time, most people were not optimistic about the Tianjin market. Some of Beijing's famous professional women's wear was preparing to withdraw from the market (the main reason was that these brands were widely distributed in Tianjin market).

Our goal is only one, that is to open up the market in Tianjin quickly and win customers' group, because the competition is still relatively school. Although Tianjin's consumption power is much lower than that of the northeast and Beijing markets, it is much more difficult to imagine than reality.

At that time, two quasi high-end shopping malls in Tianjin, Tianjin friendship mall and Triumphal Arch shopping mall, the first month sales volume was less than 30 thousand yuan.

Therefore, although our quality and style are very good, there is no Tianjin citizen willing to subscribe to our new high priced products.

In order to meet the market demand, we urgently adjust a group of low discount promotional products to be sold at near cost price.

When customers purchase, we also issue 100-400 yuan vouchers.

After the Spring Festival, when our new products were listed, a large number of citizens returned to our counters in order to consume their vouchers.

After 2 months of circulation, we got instant results, and the brand also had a large fixed consumer group.

Over the years, our product has always been the leader of similar products in the region.

Now, our approach is more branding.

Now that the VIP tracking system is becoming more and more powerful, I will introduce it in the future strategy.

Strategy five bitter meat strategy

Presumably this is the strategy used by many clothing company owners.

At present, there is a serious shortage of sales windows in the North China market.

In order to attract franchisees, most garment enterprises have made a lot of efforts in brand promotion.

Take Beijing as an example, if the high-end brands do not have the ability to open stores in Yansha and Seth,

Rarely will you automatically find your door.

As a result, brand enterprises have to grind painstakingly and conscientiously wait.

Finally, it is my turn to start business, but the sales situation after opening is not necessarily stable.

Smart businessmen will do everything they can to keep the sales of signboard shops.

The author found that many factories dispatched a large number of manpower in 3 and April to buy their products in cash at signboard shops, while the more interested brand associations sold the iron at this stage to strive for the brand display cycle in the shared space of shopping malls.

The purpose of the manufacturer is obvious and the effect is very good.

With 3-5 million buckles, 10 to 20 tens of thousands of water can be added.

People in their stores are crowded every day, and this small advertising cost won't take long to get back.