Home >

Small And Medium-Sized Children'S Clothing Enterprises First Make Money Or Make Brands

2011/8/4 17:24:00 37

한국어 日本語 Français English 中文

Small And Medium-Sized Children'S Clothing Enterprises To Make Money Brand

Which is important for small and medium-sized children's clothing enterprises?

Maybe friends will feel quite contradictory. When did the business make money and when the brand was once separated?

In fact, it is far from being imagined.

such

Simple.

Receiving calls from customers from all over the north, there are many companies who invite us to participate in the tender activities of marketing planning business. According to the company's regulations, all bidding businesses are not allowed to participate. However, several companies have invited several bidders to attend the bidding. After several experiences, they feel that there are many misconceptions in the operation of many small and medium enterprises.

The first thing is that children's wear franchised network has been contacted by a famous N brand enterprise in the province. It has been established for several years. The main business is to make some regional markets, exclusive stores and shopping malls. With the rise and extrusion of children's wear brands in recent two years, the sales volume of N enterprises has gone from bad to worse, and sales in the market have been very bleak. In order to make sales reinvigorate, N enterprises have decided to help them through the external brain.

market

At the invitation of N company, I was honored to attend the final bid.

All of them are famous advertising planning companies, many of which are famous 4A companies in the industry. The proposal will be very exciting. The companies' planning schemes have also benefited the two swords. Companies have pointed out that N enterprises belong to regional brands. In recent years, the brand and terminal image are aging and weakening the image influence in the minds of consumers. The reform idea is to redesign the terminal image and increase publicity efforts, refining new product selling points to segment the market, and combining the influence marketing activities to create a strong brand of N enterprises. The goal is to enter the national market, and combine PPT demonstration with the design of a new terminal image, coupled with the progress of marketing activities. The road map is also very reasonable, and each has its own advantages. Invited to participate in bidding

The time of calibration was invited to participate in the small room comment analysis meeting. During the review process, the leaders of the N enterprises at the meeting were boiling with enthusiasm and thought that the N brand would expand the strong market after the rectification.

First, in view of the current children's wear market, with the financial and capability of N enterprises,

Whole country

Sexual brand is too early. If we really want to make a big brand, is the capital available enough?

If propaganda is finished, sales will not go up. What should we do?

Two, the main problem facing N enterprises is how to increase sales volume of franchised stores and how to generate the largest sales volume in the selling season. When it comes to low prices, it is the problem of raising profits from single stores.

Analysis of the current purpose of N enterprises, is to make a big fame or profit?

Three, the main purpose of N enterprises to find out the external brain is how to increase sales. But the ultimate goal of the participating companies is reflected in the image design and marketing activities supported by banknotes. Basically, the idea is consistent with the initial purpose of N enterprises.

After the above questions were raised, all the participants of the N company cooled down and began to discuss the pros and cons of the bidding scheme. The two swords recommended to N enterprises that a graphic design cooperation unit could be selected from the bidding company to cooperate in the direction of advertising creativity. As for marketing cooperation, basically all OUT could be dropped, because marketing and advertising planning are two different courses.

Now the main task of N enterprises is to enhance the profitability of the shops, and how to increase the return of the Japanese funds and the products to sell well. Naturally, the issue of the size of the products has come out. The promotion of single store profits is a very systematic work. The image is only a small item. The store operation is hindered, not necessarily at which point it appears, but it may be the shop atmosphere, items and personnel management problems. In this case, it is necessary to investigate and diagnose the whole system of the shop and find out where the problem points are, so as to improve the profitability.

Falling into a misunderstanding of "the enigma of the authorities", after listening to a burst of emotional demonstrations, they tend to follow their thoughts and move away from their own core problems. Advertising planning companies are mostly based on the idea of creativity, brand building and marketing activities design, because lack of systematic marketing knowledge and experience, often focus on their own good direction of creativity, and neglect (or have never found) the fundamental problem of obstructing business marketing, do not understand the most fundamental needs of enterprises, do not follow the logical line to help customers make money, and consider the marketing plan as a whole. Of course, most advertising planning companies are still very good at creative and activity ideas, but remember that everything should be based on the quick profit of enterprises. In fact, there is no mistake in this matter between enterprises and advertising planning companies. It can not be blamed that N enterprises do not have the correct form of thinking.

The second thing is the children's clothing industry. Xiaobian, a children's clothing network, found that in recent years, the long coat has been favored in the market. Some manufacturers have taken this opportunity. This year, they have launched many kinds of long coats. Before they went to the market, they searched for a consulting company in Beijing to carry out the preliminary design, but the market reaction was very dull. It was totally out of the expectation of the M enterprise. We can see the problem in view of the marketing thought of Beijing company. From the design point of view, the advertising image of M enterprise is very beautiful. The creative company is associated with the top luxury products and the products, highlighting the high-end product image, and the slogan is also a single name and slogan, at first glance, M

brand

It is definitely a high-end children's wear brand, but why is the sales situation worse?

In fact, the problem lies in the market starting point, M products manufacturers are also regional brands, although the earlier market is also the national market, but the brand influence is far inferior to other follow-up brands in the market. The original intention of M manufacturers to launch long coats should be to make a banknote under the prevailing fashion of medium long coat, but operators and cooperative consulting companies have just entered an aesthetical misunderstanding. It is believed that as long as the advertised advertisement is top-grade and perfect, the product potential can be pulled up, which will naturally lead to sales, but it ignores the purpose of a small and medium-sized enterprise brand's pursuit of strategic products.

Even if the product does adopt high technology or unusual technology to ensure that it can be clearly distinguished from competitors, it can subvert existing medium long coat products. In the early stage, it can not take publicity like some beautiful pictures. Consumers will only know a product after seeing it, but they can not feel that this product can bring great significance.

And it is difficult to understand that in the text interpretation of advertisements, in addition to matching the lyric text of a picture, M manufacturers are all engaged in the description of professional terms, what materials are explained, and so on, not only let people do not see the desire, but even after reading it, they can not feel any benefits, such a low-level way, the sales situation can be imagined!

The operator and the planning company believe that by advertising the potential of high and new products, and building up high-end brand positioning, can they segment the market and drive sales, but can even a product with the least sales support be called a brand?

What M enterprises should do is to stimulate the market strongly, so that consumers can have interest in products, that is, consumption can happen. If there is really no good idea, should the selling advertisement be?

To sum up, children's clothing network believes that the most important task for small and medium enterprises is to earn market profits. The basic purpose is to sell products and sell them well. Products are closely related to brands. Products sell well, and brand awareness is naturally high. In other words, enterprises only have money to earn opportunities and have the ability to do fine brands.

Sales volume

Support of the brand can only be a castle in the air, can not long!