Clothing Enterprises Can Occupy The Hegemonic Position By Following Seven Points.

Registering a trademark, designing a LOGO, and advertising the market can be used to manipulate the market. The core of the brand is not what the enterprise has, but to figure out what the consumers are thinking and what they want, and then start designing products according to the needs of consumers.

Or provide services.

In the future, whoever knows the best about consumers will be able to really build the brand.

If we understand consumers, we must grasp the following seven points:

Direction one: from the traditional competition of single brand to the brand collectivization of subdivision brand.

The traditional single brand strategy has not been applied. Different ages, personalities and values of consumers demand different products. They not only require products to be individualized, but also need to differentiate their brands, and ultimately rely on subdividing brands to snatch accurate target groups.

Direction two: change from traditional advertising to experiential brand competition.

Advertising is just raising.

A way of popularity is a dimension of the whole brand promotion campaign.

In the future, the basic experience of consumers will be the best carrier for brand promotion and sales promotion. For example, the experience of space, environment, personnel, display, image, promotion and so on will make consumers deeply experience the character and atmosphere of the brand, leading to direct purchase behavior, the experience of Online shopping mall and the experience of brand monthly magazine, which will make it easier for consumers to establish brand from passive acceptance to active and interactive acceptance.

Direction three: build brand from traditional racket brain to systematized brand management.

The development of enterprise brand is a systematic and scientific construction process. Many garment enterprises are influenced by various market factors. They often change their original brand strategy at random. Brand positioning, personality, value and recognition are persisted for a long time. Only by adhering to the accumulation of brand assets can they lead to unclear brand development goals.

The process of execution is unsteady, and ultimately it is impossible to establish a real brand.

Direction four: the channel has always been

The core and the most troublesome part of an enterprise is how to dredge the relationship among distributors, the relationship between distributors and channel planning.

In the management of channel relationship, how to achieve a win-win channel and establish channel partnership is also very important.

Direction five: how to introduce

The information professionals of professional knowledge are deeply involved in the design and use of information software; how the apparel information service tailor the software system for different enterprises; and how the management mode, organization mode and industrial process mode of garment enterprises match with the advanced information technology software and management system software are all the new competitive elements for the future garment industry.

Direction six: Marketing Master Kotler made such an assertion in twentieth Century: "who will master the customer in the future is the biggest winner."

In the clothing industry, many enterprises implement VIP and big customer management at the end, thinking that this is the performance of customer relationship management.

In fact, in VIP management, it is more than a short time promotion and preferential action. There is no systematic tracking analysis of customers, and separate contact files are far from enough to excavate valuable information.

Direction seven: what is SPA? SPA is the abbreviation of Speciality retailer of Private label Apparel, and the literal plation is "own".

Professional retailers. "

It is an integrated way from commodity planning, design, production, and retail to the head office.

The concept of SPA has been popular in China for a long time.

Growing myth in Japan.

If UNIQLO is just a clothing enterprise, its development speed and scale will be limited, so we look forward to the success of the SPA mode in a garment enterprise in China, and it will bring together the whole world.

Hegemony.