Clothing Vulnerable Brand: Is This Eleven Ready For Competition?

The National Day holiday is coming.

According to the market type, that is, the one or two tier market (provincial capital city, important prefecture level city market), three or four level market (county level market and economically developed town market), brand strength and weakness are divided into two latitudes, and there are different promotion strategies in different quadrants.

Three or four tier city promotion strategy analysis of strong brands: with brand penetration into the three or four tier market, brand potential and product advantage will gradually decline, sales pull will also be weakened, the more secondary market is the hotbed of brand names, because the two or three line brand price advantage is obvious, and the brand's potential influence is less accumulated because of information barrier.

Therefore, the secondary market often appears low price, high price, many promotions, less activities, and brand names.

Therefore, brand promotion in the two or three tier market should first give full play to product advantages such as brand wide influence, product line length and other advantages. Through the integration of various marketing elements, including product mix, price combination, resource integration, and communication integration, we should establish the potential position of brands that should be acquired at two levels, the market and the distributors. A simple understanding is that the product is good to sell, but the profit is not high, but the distributor has to sell the situation, thus forming terminal sales force.

Therefore, the promotion mode of the secondary market of brand products is to use the promotion thrust to regain the brand potential to form the terminal competitive pull advantage, creating the terminal purchase thrust.

Analysis of the promotion strategy of one or two tier cities for vulnerable brands: the promotion force generated by marketing in the market is weak, and brand promotion is not strong.

At present, the consumption of the one or two level market tends to be rational, the brand competition is fierce, the information is pparent, and the information of the supply and demand sides is more and more symmetrical.

At the end of the chain is also increasingly strong, and in the game with the two or three line brand manufacturers have gradually gained the upper hand.

Therefore, the promotion of vulnerable brands in the one or two tier market is mainly based on pull, by extending the sales value to the consumers, including gifts and price cuts, to expand the share of sales, to crack down on competitors, and to promote sales by appropriate channels, such as moderate ladder type distributors, rebates and some products to buy and sell, so as to make profits to dealers, and pressure products to dealers' warehouses, forcing dealers to give full energy to empty stocks in festivals, that is, to expand consumption and make full use of the brand in the market.

The market, the general consumer is very sensitive to the price of the product, and the brand is still in the stage of acceptance, with the regional reasons, the information is not pparent, and the information asymmetry between manufacturers and consumers is serious. Because of this, the promotion of the vulnerable brands in the region is mainly based on the promotion of consumers, and the main purpose is to increase sales volume, so that consumers can feel the real benefits. The specific ways are mainly buying gifts, tying up, reducing prices, discounting and so on. In the form, they should be vigorous and vigorous, both road shows, shop demonstrations, free trials, striving to gain absolute advantage in the local market, promoting the first-line brand competitors through similar price wars, and building a certain brand advantage through the promotion of sales, and become brand products in the region. Analysis on promotion strategy of three or four tier cities for vulnerable brands: three or four level in China

Editor's note: for the above promotion strategy, each brand manufacturer should consider its competitors' strengths and weaknesses in different regional markets according to the actual situation.