Channel Thrust Of Clothing Brand

By upgrading the brand of clothing, we can upgrade the entire marketing system.

On the one hand, through the promotion of clothing brand strength, increase sales margin.

On the other hand, reduce the "

Dependence.

But the final effect of this effort is not very obvious.

Clothing brands need support from the system.

The two mode actually relies on two distinct marketing systems.

For apparel brand construction, both in the early stage of clothing brand building and in the mature stage of clothing brand, it needs to spend a large amount of investment in advance, and its effective output needs a mature marketing system as a precondition.

Whether it is a large-scale target consumer research, or relying heavily on the data based decision-making system, it requires very precise decisions to guide the huge input logic. At the same time, this mode needs strong control over the garment channel, and can complete the garment channel distribution according to the pre schedule made by the enterprise.

One of the most successful cases in this model is the listing of men's clothing.

After finishing all preparations for the Chinese men's market, they began to shop for clothing channels, and men's clothing gained 700 million yuan of market sales.

From 0 to 700 million, it took 2 years.

This is the boundless charm of clothing brand pull.

Behind this success, there are at least four excellent ones.

Effect: the accurate positioning of the product's functional requirements, targeting the men's clothing and cleaning the face as a key category; out of all the competitors' expectations, but after being proved to be very accurate price positioning, its 39 yuan cleanser pricing has so far become the pricing standard for almost all men's products; large area penetration of KA's clothing channel strategy, while Jahwa has always added men's products as a clothing brand, relying on women's clothing brand counters in department stores, and the sales promotion strategy based on the package will carry out long-term and big promotional activities, so that Mentholatum men who have the price advantage of Tian Sheng are all very difficult.

The combination of "cleansing milk + clothing dew" has long occupied the position of Chinese men's sales champion.

Of course, the success of all these is based on the premise that new products can be laid out according to the plan.

Domestic enterprises become clothing channels

On the contrary, most of the successful cases of local fast moving enterprises are based on the terminal interception of large scale buyers, and the intensive distribution through the profit stimulation of clothing channels.

All along this model is successful.

The biggest difference between this model and the former is that in this mode, a large number of budgets are used in garment channels and terminals.

There is no additional budget to deploy a large-scale clothing brand promotion plan from the very beginning.

In fact, even if the enterprise has enough advertising budget at the beginning, there is not enough talent reserve to complete a qualified large-scale clothing brand promotion.

The success of foreign enterprises in this area has been precipitated by its enterprises in the past hundred years.

At the same time, it is widely known that intensive marketing is needed.

A lot of smart clothing channel retailers and retailers will be fully helpful to them, or will they not wait for me to wait for them?

In any case, we have succeeded in one China.

It is a fact.

Many of the practitioners of fast moving goods salute them.

And we wish him good luck!