Sales management: what can domestic clothing do to make money?

Lead: Although branding has become the knowledge of domestic garment enterprises, at present, many garment enterprises have one-sided understanding of brand building. Although branding has become the knowledge of domestic garment enterprises, at present, many garment enterprises have one-sided understanding of brand building. Sohu man believes that if the following aspects can be achieved, it will be a simple matter for money to enter the pocket. First, branding is a systematic project. A few years ago, clothing enterprises all knew that famous brands were easy to sell and could sell at high prices, but they regarded brands as trademarks in brand building, and their energy and thoughts were focused on how to imitate famous brands. The result of collective follow-up is "thousands of people". Consumers only know clothes but not brands, but clothing enterprises can't get high profits from brand-name products when they produce the same clothing products as brand-name products. After learning from a painful experience, clothing enterprises began to hold high the banner of "designer" again. Regrettably, the marriage between clothing enterprises and well-known designers has not gone out of the "short-lived" cycle. Second, to build a personalized brand with personalized marketing mode is to let consumers remember that your single product personalization is easy to be borrowed and imitated by other clothing companies. Once cloned in large numbers, product personalization does not exist. Personality brands are different. The more obvious the brand personality, the less likely it is to be cloned. Third, the breakthrough of brand personalization (1) brand positioning Generally speaking, it should be positioned from the following aspects: brand personalization 1) brand concept: tell the origin and history of the product and provide consumers with an understanding of the product connotation. Product design, packaging and related publicity are all carried out around the brand concept. For example, building a brand concept for a sportswear can be defined as the contrast between strength and beauty by telling a story, so that product design can reflect the beauty of strength and the vitality of young people, product packaging will become more avant-garde or fashionable, and promotion will also be reflected by young idols or sports. 2) Brand style: The image and recognized characteristics of products in consumers' minds can be divided into formal clothes, daily casual clothes, casual clothes, sportswear, fashion and so on. Each type can be divided into rough type, traditional type and avant-garde type. 3) Brand customers: people whose products are suitable for wearing and the background of these customers. 4) Brand design features: mainly from the aspects of trademark, style and appearance, fabric and color. 5) Brand price design: determine the series prices of different products and brands in the market. 6) Brand service: provide a series of services during and after sales. (B) How to achieve product brand positioning Modern consumers pursue individuality and show themselves. The reason why Korean brands can sell well at home and abroad is because they have grasped the psychology of consumers of the times and the style that needs to be displayed. KOOGI is a famous brand of Korean clothing. It has become a well-known brand not because the five letters "KOOGI" are closely connected with the four numbers "500 1", suggesting to consumers that its clothing is very avant-garde, even if the time span reaches 500 1, but because it can position the market in this lively, restless and even rebellious era by combining market segmentation. At the same time, in order to reflect the individuality of clothes and avoid the similarity between clothes, each of KOOGI's clothes is listed in small batches. Even though some styles seem similar, the differences in nuances have different effects, such as the position of buttons, the length of clothes, the collocation of colors and so on. KOOGI's marketing measures undoubtedly meet the urgent needs of contemporary teenagers to highlight themselves and be different, and are deeply loved by teenagers. Although Gucci's clothes are very expensive. Through the simple analysis of KOOGI clothing, can it inspire those China clothing (000902, stock bar) enterprises that only know about price reduction and promotion? Undoubtedly, in the era of small-batch, multi-variety and personalized clothing, the clothing enterprises that survive the fittest and grow stronger must be those that can accurately grasp the individual needs of consumers. In the future, the market positioning of clothing enterprises should not simply stay on the basis of market segmentation of the over-age range of 25-50 years old, nor should it stay on the simple occupational classification standard of "white-collar" or "blue-collar", let alone stay on the abstract vocabulary of "fashion, nature and comfort" that any clothing enterprise can use, but should understand consumption more deeply and proceed on this basis. For example, white-collar workers in foreign-funded enterprises and domestic-funded enterprises, 25-year-old white-collar workers and 40-year-old white-collar workers all belong to the white-collar class, but what is certain is that their needs and understanding of clothing are different. Educated middle-aged and elderly people and uneducated middle-aged and elderly people, literate middle-aged and elderly people at the age of 50 and literate middle-aged and elderly people at the age of 65, urban middle-aged and elderly people and rural middle-aged and elderly people are all middle-aged and elderly people, but it is certain that their needs and understanding of clothing are obviously different. Some people may ask, when all clothing enterprises without exception adopt scientific market segmentation standards and accurately grasp the individual needs of consumer groups, what advantages do enterprises have? You know, fashion clothes will never face a saturated market, and market segmentation is only a means in marketing. In order to effectively meet the needs of consumers, clothing enterprises must conduct in-depth investigation and thorough understanding of this demand, which is an eternal topic for clothing enterprises. (III) Brand composition 1, product design itself mainly includes: 1) brand size series collocation 2) brand size production quantity ratio 3) brand color system 4) brand style design 5) brand surface accessories selection 6) brand product quality requirements 8) brand packaging 9) brand logo design In this process, we must emphasize the close cooperation between designers and marketing departments. 2. Price positioning. Price competition is not the only means of competition for enterprises. Li Ning, a famous sportswear brand in China, is obviously higher than other domestic brands in price setting, but obviously lower than imported brands. Moreover, for young consumers with low income or no income, the price of Li Ning products has not brought them more pressure. Therefore, enterprises can confirm the status of their products through the formulation of prices, and at the same time, they can also clarify their product consumption groups. To do all this, it is necessary to formulate corresponding and appropriate prices through the analysis of service objects. 3. Brand promotion The shaping and promotion of brand image is an important part of enterprise marketing. Although there are various ways of brand promotion, except for commodity sales and word-of-mouth communication, it can be roughly summarized into two types: one is "direct sales" promotion; The second is the promotion of "intermediary". "Direct selling" promotion is to promote the brand face to face to special consumers on the spot through social activities that enterprises participate in or hold; The promotion of "intermediary" mainly publicizes the brand to the society through media advertisements, column comments and special reports. Fashion show not only directly infects the audience with its brand image and product style, but also provides the basis and material for the intermediary promotion of the brand. Therefore, the "show" should not only create a good atmosphere, but also pay attention to the requirements of photographers and cameramen for the beauty of lighting and dancing, and create conditions for the production of "post-processed products" such as TV films, feature films and product brochures. 4. customer service. Customer service is a very effective means of attack, and service can also create value and profit. Customers spend a long time choosing clothes in shops and sales points. Therefore, customer service plays a very important role in the marketing of clothing products, and it is also a good place to show personality. Among them, in addition to the necessary basic courtesy and enthusiasm, professional dressing knowledge and proper service are more critical links for salespeople, because they sell not only products, but also brand image and brand spirit. 5. At the same time, the store design should reflect the brand characteristics through the vividness, humanization and service of the store. Vivid storefront is a comprehensive and systematic planning and management from the aspects of storefront layout design, visual unity, product display, POP and auxiliary sales tools. Through effective environmental planning, atmosphere creation, product display and so on. Stores can attract more consumers, and ultimately promote consumers to buy products, and achieve a rapid increase in overall sales. Compared with media advertising, store vividness is a cheaper promotion method, which is very suitable for many small and medium-sized clothing enterprises in China. More importantly, store vividness is very effective in shaping brand personality.