How to promote scientific and effective underwear brand and investment

The operation and operation of modern underwear brand is a scientific, complex and meticulous systematic project. During the promotion and promotion of its brand, scientific and effective organizational, strategic, strategic and operability are of crucial importance. As the saying goes, If it is not, then it will be abandoned." The establishment of practical long-term and sustainable brand promotion plans and promotion programs are the prerequisites for guaranteeing the successful operation of the underwear brand market. After more than ten years of actual market experience and experience, the author has summarized the common experiences encountered by underwear brands in the overall promotion process. Several basic questions are for readers' reference.

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In China, because many underwear brands are transformed from processing companies, their distribution channels have the original large circulation color, and the market distribution is mainly based on wholesale. With the increasing market, the brand consciousness of underwear companies is increasing day by day, and some new forms and characteristics will appear in the circulation channels of underwear. The overall development will be transformed from extensive to intensive, and from the initial wholesale indulgence to centralized control of monopoly transformation. On the surface, it appears that manufacturers compete vigorously for the control of channels and terminal resources, and the deeper ones are the redistribution of profits. Large supermarkets, shopping malls will continue to occupy an important share of distribution.

At this stage, large supermarket distribution stores have played an important role in underwear sales. Global chains such as Carrefour, Wal-Mart and other international supermarket giants have contributed greatly to sales of high-end underwear in foreign countries. In China, the strength of big supermarkets and shopping malls cannot be underestimated. According to surveys, nearly 80% of high-end and middle-end underwear are sold through malls. From this perspective, large supermarkets and shopping malls will also be the most powerful sales terminals for high-end lingerie.

Lingerie chain will take a certain role in sales

All products can only achieve the conversion of merchandise-profits through the terminal. Many underwear agents and wholesalers find this trend of development, use years of underwear business experience and the resources in hand, register brands, combine products, set up shops, and start products. Store chain retail. At this stage, this type of lingerie monopoly chain store with mid- to mid-range products, supermarket prices, and store services will have a lot of room for growth and play a good sales role.

Single brand monopoly form will grow rapidly

With the increase of awareness of the brand and consumer brand awareness in the society, monopoly will grow rapidly. On the other hand, many high-end underwear brands will spread in the form of monopoly products for development.

Online mail order will become a new hot spot

With the popularization of the Internet, the number of women on the Internet has gradually increased. On the other hand, the social trust system has been further improved, and in the coming years, the sales of underwear on the Internet will be stimulated.

Underwear tying starts

Underwear and cosmetics are both women's products, according to the theme of channel theory, although the two are different products, but the distribution channel is the same, for this reason, in the cosmetics store tying underwear, this is not impossible. Moreover, this form has long been investigated by experts in China and has appeared in a small part. However, the development prospects need to be further practiced.

Wholesale, retail, grocery store will still exist for some time

The regional economic development in China is inconsistent. The consumption levels in east-west and north-south regions, coastal and inland provinces are very different. In particular, the consumption level in many rural towns and remote areas is still very low. The consumption of underwear is mainly low grade and low price. However, due to the large population of these regions and their large consumption base, the market size cannot be ignored. In the current stage, the best way to get product depth to these areas is through traditional wholesale channels.

In general, China's underwear sales are almost the same as sales channels in various countries around the world. Mainly through different levels of department stores, professional chain stores, specialty stores, distributors, wholesalers and other different ways. The middle-to-high end brand underwear, such as An Lifang, Odie Fen, Mani Fen, and Aimo, mainly use large shopping malls and dealers as the main sales channels, and establishes a nationwide regional sales network through self-built or regional agent development and the establishment of a nationwide regional sales network; Underwear is based on professional chain stores and wholesales; low-end underwear is mainly sold through wholesale channels.

However, with the gradual maturity of the underwear consumer market in the next few years, coupled with the increase in people’s consumption levels and the increase in brand awareness, underwear sales will be dominated by the service and environment of specialty stores, the merchandise structure of large shopping malls and the price of supermarkets. Characteristics of the direction of underwear chain development.

Image promotion

The construction of a unified store image has brought strong visual impact to consumers and produced profound memories. In this regard, enterprises are required to strictly control the design of the store's image.

In order to better promote the brand, in the design of the store, the visual impact should be pursued. To make the commercial space stand out in the colorful urban environment, we must rely on the visual impact, which depends on the color, shape, area, The contrast and combination of various factors, such as form, enhance the visual attraction at the instant of people's hurry, cause visual excitement, and never realize that there is a purposeful attention to the goods and trigger shopping behavior.

Should highlight the logo of commercial brands, the design of commercial facades must highlight the name of the store, the trade name and the brand logo achieve the purpose of "promoting the brand, attracting customers, making consumers interested, and entering the store to choose shopping. It is imperative that all franchisees strictly enforce the company's policies. .

The author suffered from poor execution of the company and led to franchisees' problems in terms of funding and materials. The company's unified design of the store's construction plans resulted in poor supervision and led to different image of the stores across the country. The consequences of unified propaganda.

Therefore, the unity and coordination of brand stores is an important factor in the promotion of underwear brand image. Third, scientific and sound organization and management, and standardized VIS play a vital role in the operation process of the brand image system.

Service promotion

The continuous improvement of the level of professional shopping guide and good pre-sales, sales, and after-sales services are not only an important part of the underwear brand service system, but also a professional performance of brand management. Because the success of a store is measured by an indicator, it is the customer's return rate. One of the most important factors to achieve this goal is to require a good shopping guide service. It is emphasized that shopping guides must constantly receive training and learning in order to better serve consumers.

Master stable customers and make friends with customers

According to the author's understanding, the boss who has done a good job in underwear business must have his own set of friends. Just think, how can customers help people with a cold attitude to buy things? Here is a little experience, if the boss is looking at the shop, the boss is not very good at communication, can hire or consciously cultivate an active shopping guide pioneer.

Do a good job of customer files

There are gifts for birthdays and holidays to further maintain customer relationships. At the same time, we do a good job with VIP cards to hold customers firmly in our hands. To provide expert-level shopping guides A survey shows that 70% of consumers have not decided what to buy when they enter the store; consumers stay on sight of each product for no more than 2 seconds; 75% of purchases are 5 Decided within seconds. When consumers are struggling with many commodities and are at a loss, appropriate shopping guide services can effectively influence consumer choice and purchase decisions, and thus play a role in solving problems. What we need to do is to make sure that customers do not go to the store to choose the products themselves, but to recommend new products for her, so that shopping guides really become consultants for customers' underwear consumption. Ask our Purchasing Guide to become an expert on products and an expert on services.

Scientific and standardized management

A systematic, scientific and effective service management system is not just a set of texts, a provision, an implementation specification, effective service organization and service participation plus long-term supervision and training are the core of the maintenance of the brand service system.

Rapid copying and promotion are the management prerequisites for the unity, standardization and standardization of the service of the underwear brand. In the process of copying and promotion, standardized management and operation processes from within the company are an important core to ensure successful replication.

The specialization, standardization, and family-friendly service system is the magic weapon for the underwear brand to win.

Investment Strategy

For underwear companies, whether the investment conference can be successfully planned and held will play a key role in opening up regional or national markets. On the one hand, through investment promotion conferences, companies deliver information on corporate products, marketing, and franchise policies to potential or intentional franchisees to attract franchisees to join and enable companies to expand their markets through this effective channel. On the other hand, the China Merchants Association is also the best way for companies to conduct branding and propaganda. This kind of intuitive branding is more influential and infectious than ordinary media propaganda. Therefore, underwear companies generally have held the experience of investment promotion. So, how to plan a successful investment conference? The author combines the experience of successful investment planning for customers and talks about several elements of planning investment promotion.

Determine the theme of the investment conference

Determining the theme of the event is the key to whether the China Merchants Association can attract customers. Therefore, the theme of the event must be novel, and it can attract customers interested in attending the event. Like this type of investment promotion, the more customers come, the greater the results of the investment promotion will be. Therefore, the primary condition for the theme of the event is to attract people and cause a sensation in the industry.

The traditional investment promotion club has been eliminated by the market due to changes in its market and brand competition. The attractive and cultural thematic investment is the inevitable result of the development of the underwear market. For example, certain market forums, wealth sharing, etc., are more likely to attract the interest and consensus of potential franchisees, and they can also attract media attention and facilitate brand communication.

Overall planning and co-ordination of activities

After clarifying the theme of the activity, the main body of the entire plan has been basically determined. The theme is the soul of the planning of investment activities. After this core thing is set, all the work is centered around this theme. This includes various activities such as the venue of the event, the layout of the atmosphere at the scene, the invitation of customers, advertising, media contacts, and the guests who confirmed the conference speech.

Preliminary preparations for the China Merchants Association

In order to make the work of the China Merchants Association foolproof, a clear division of labor must be carried out within the company, and individuals should be responsible for each project so as to avoid confusion in the activities. In the issue of inviting personnel, rigorous examination and training are required. Each working group must go to the market and visit customers. All customers who receive tickets are required to register strictly and leave contact details for timely phone tracking and return visits.

On-site signing and post-production tracking

The formulation of on-site contracting policies and product launches are the core of the successful operation of the China Merchants Association. Effective organization and on-site management will play an important role. The success of the China Merchants Association does not represent the end of the investment promotion work. The investment promotion work in the later stage is crucial, the customer's follow-up and feedback, the organization and implementation of the order, the feedback and summary of the information, and the follow-up and training of the operation. In the overall investment promotion system, only the beginning of the underwear brand promotion system, the underwear brand enterprises have achieved the expansion of the brand network and the promotion of products through strategies such as investment promotion and ordering, and more importantly, they have maintained the brand promotion and sales process. Relatively stable customer resources and market resources provide the basic platform for the sustainable development of the brand.