Clothing Marketing Is Inevitable.

Impolitely, there are some owners of Chinese garment enterprises.

Phenomenon 1: 42 dial 1000 Jin

Marketing is the vitality of an enterprise, and it is also the core driving force of an enterprise, just like the engine of a car.

But there are only two or three enterprises in some marketing departments, and the other departments add up to one or two hundred people. As a result, there are more people who earn less and spend more money. In the long run, how can enterprises profit? Therefore, enterprises should set up four cylinders, six cylinders and eight cylinders, such as the marketing center of engines, which is the key point for entrepreneurs to consider.

"42 shots" seems reasonable, and the probability of success is very small.

Why do you not have a "probability of 42"?

Phenomenon 2: "bayonet" in the Red Sea.

The channel construction of clothing brand has changed from investment to brand value investment analysis.

Many enterprises through the human sea tactical investment, so that the brand investment business has become a fighting style of "bayonet", and found a large number of customers to the scene of the investment promotion, but can not convince agents why to do this brand.

The representative of investment promotion can only influence the agents through hospitality, showing the strength of the enterprises, visiting the industrial parks, and eating the good, the good and the good "three good" policies.

How can this brand without market planning be based on the future market even if its agents join?

Phenomenon 3: there must be brave men under the heavy reward.

A few days ago, I heard from 3 business managers in succession that when I was chatting, they told me that their business investment bonuses had been greatly raised recently, and that they had a 30 thousand bonus for recruiting a province.

When I heard a fright, I laughed and said, "forget it, I will go to invite investment!" in fact, the success of a clothing brand depends on the three carriages of brand, marketing and product, and at the same time, the integration of brands will not have time difference.

Over the past few years, with the expansion of the Internet and the training of professional training teachers, most agents have also understood the brand operation. They also know what kind of brand has developed and what kind of brand has no future, so it becomes more and more difficult to invest.

Some entrepreneurs, "there must be a brave reward under the reward" business model, even if these agents have joined, but where is your product market? How big is the development space of the brand? Can you earn the cost of the investment you can spend? Can you really "get the money back again"? {page_break}

Phenomenon 4: the success of "cut down"

There is a Wenzhou business owner who makes a brand. In the morning, he is wondering whether today's employees are redundant or "chopped off".

I asked him why he wanted to do this. He said he went to Shanghai to listen to a teacher's lesson "cut costs". In the class, he said, entrepreneurs should do that: if there is no profit today, they will have to cut costs.

After hearing it, I didn't doubt a teacher's class. I was thinking that the entrepreneur must have failed to understand the real cost of "cutting costs".

Phenomenon 5: Costume "mediocre" Chaos

There is an enterprise in Fujian, the business director of this company's marketing director really makes me "sit up and take notice".

He dispatched salesmen back in a few months, and arranged to return before the two order meeting, but when the time came to return before the order, the clerk immediately resigned.

Why did this happen? The salesman had been outside for a long time, and for him, the centripetal force of the enterprise and the organizational strength of the team were all gone. He even found another job there, and did a job to get two wages.

Actually, the best time for a salesperson to go out for investment is about 20 days. Before going out for business, he must have adequate training, make investment plans, and sign the responsibility of indicators.

Otherwise, after going out, it will be hot in summer and cold in winter. As a result, it is not easy for salesmen to make achievements.

Suddenly I thought of the lyric of a song: "lend me, lend me a pair of eyes."

Entrepreneurs, your most important thing is selecting people, and more important is to choose the right people.

Phenomenon 6: store 80% direct camp

Fujian's "branch" mode has led most business owners to rethink: if the enterprise wants to become bigger, is it really necessary to vigorously develop branches? I have served a brand, and I will know if I talk with the boss. All of them are caused by direct shops. There are 140 direct battalions in 200 stores, and now they are badly pressed for inventory and are thinking about selling shares every day.

The success of the "branch" mode remains to be verified. However, one thing is certain that it is impossible to improve the development of the two level shop without the general agent. It is impossible to make the brand grow directly through the direct battalion. Some brands of the two grade stores have not yet established and perfected to cut the general agent directly.

In fact, some successful entrepreneurs put forward the "agency system unchanged for 50 years", which is worth learning.

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Countermeasures: "kingly way" and "fusion" mode

These phenomena deserve our deep consideration.

China's clothing resources are limited, and the cost of raw materials continues to rise. The agent has worked hard for ten years to earn the first pot of gold.

As the boss of a garment enterprise, if you get a little profit today, it is built on the pain of the agents. If you have no intention of "testing" with your own love every day, you can only create a "bandits" brand for yourself.

The word "bandit" brand appears in the era of clothing shuffling. I think it's time for us to explore.

If you are not aware of your situation today, where is your market in 10 years? I think some of your two level stores have been grabbed by the champion, runner up and second runner brands, and the other part will be replaced by a new trend brand.

At the same time, I suggest that as a two tier franchisee, you should also keep your eyes open. Don't be cheated by some "bandits" brand salesmen for the first barrel of your hard work. You should paste a note "prohibit the XX" bandits "brand salesmen from entering the door.

And how can the bandits brand find new trends and new categories and create new wealth legends? The "royal road" mode of the company's marketing planning organization supports the brand to find the Blue Ocean from the Red Sea by the four strategies of trend, positioning, mode and communication.

We have a very good saying to describe this "royal road" mode: look for the right trend, take the elevator, choose the wrong trend and climb the stairs.

Today, only on the basis of the "royal road" model, can our enterprises forge ahead and play the "fusion" mode of marketing channels.

The fusion mode enables enterprises to rise rapidly and create business legend by means of structure, tools, summit and demolition.

Every move of a brand's success must be a combination of corporate culture and brand spirit. Only when the brand's "kingly way" mode and marketing's "fusion mode" can be applied can it be most effective.