Regional Brand Recruitment Of Clothing Brands

　　 The successful marketing campaign written in the front is a battle to create market position. Whoever wins the position indicates that the brand is moving forward. This marketing war involves from a business circle to a city, from a region to a reputation all over the country and even to the world. If a brand wants to make a region hot and win market position, it must first win the market hinterland.

The region is the hinterland of a brand. Only by building the hinterland and setting up an indestructible position can the northern attack be carried out in the south.

Now let's listen to Zheng Jinhui, a marketing expert.

Terminal wins status as king

Take Shoes and clothing Industry, everyone wants to open shop, opponents consider Trading Area We have to consider the lot. If our competitors consider the lot, we will consider the strategic image or the market position of the branch tree. In recent years, there have been some different things in the process of promoting the competition of chain stores by chain stores. I believe that from improvement to change is the breakthrough process from quantity to quality.

For a brand, it is easy to create the regional market status without asking the province to blossom everywhere. As long as 15 or so stores are opened, the advantages of the whole region are easy to form. If a brand shrinks its status to "15 to 20 trump shops", it can narrow the difficulty, grasp the advantages and focus on the power, improve the status of the stores by opening branches, or seize the market position in front of the other party. Under these conditions, the extension effect of the regional market and the subsequent market position will form rapidly. That is, winning the terminal, leading the business circle, enjoying a good reputation in the region, and even famous throughout the country.

I have experienced many tests of market variables, knowing that a market position is a success. Marketing The case was born. From creation to reproduction, from reproduction to creation, creativity is always an invariable factor adapting to change. Again, to create a combat team, the mentality of the employee is often "framed" by some negative habits, and the internal strength is not excavated, only creation. How to create? I think it is to use the new process to temper and give them a learning platform. Only by doing this repeatedly and persistently can the spirit of the team blossom. Team building must create a high quality core layer. No one in the world is "omnipotent". Only the "strengths" are the most valuable. Just like "people ooding big boats", the strength of one plus ten, ten plus 100 plus to the process of "strong qualitative change" is a status symbol.

With the status of regional market, enterprises will have the strength and conditions to go to the fast lane of capital expansion, and integrate with the development trend of international first-class brands.

We have seen the top brands of shoes and clothing industry. They have not been absolutely ahead of the market in the whole country, but they have made the eldest in the regional hinterland, and have achieved their popularity and reputation. Therefore, the position of the regional market can not be met. It is a marketing strategy to seize the position of the regional hinterland.

We must take account of the overall situation in building regional market.

Regional operations will inevitably encounter difficulties in the face of market changes. Where are the difficulties? When enterprises are rushing to higher goals, the strength, concept and loyalty of the head office, provincial agents and distributors will encounter some bottlenecks. If they do not advance or retreat, they will be in a hurry and chaos. In the face of the difficult situation, I think we must first consider the overall situation.

What is the process of breaking the wall? What is the process? First, the breakthrough point. The key to breaking point lies in originality and clarity of positioning, so as to insert its own banner on the "city" of the future occupation, so that competitors can see a different kind of themselves. After the original success, there will be many competitors to learn from you, close to you, infiltrate you, at this time you are undoubtedly earning the popularity of the brand. Someone will do it with you when you pull a line.

We can not save the necessary links to seek development, that is, we should not spoil our efforts and implement the scientific concept of regional marketing development, such as family management, imitation of the old team, experience, traditional marketing, etc. These can play a certain role in promoting the promotion of provincial agents at a certain stage, and this has become a necessary link for regional growth and strengthening. If we simply cut off this link, it will often backfire. For example, the shoe clothing marketing, the 40 million yuan purchase amount in the area, if the provincial agent can succeed with the idea of "original system plus innovation", then we can not talk about "regional reform", because it will hurt the bottom of the provincial agency. What we should think of is that in the "off-season" stage when the advanced ideas can not be introduced in time, we need to make some preparatory moves for the future changes so that the boss can see them and then get ready to go.

This stage is very hard for bosses and professional managers. For the boss, more investment and more risks, and it is better to be calm than risk, but can not put down the shelf of the boss. The prestige of the boss is always set up. It is impossible to be left behind by professional managers. For professional managers, the employees of some "slave hearts" can only surpass the boss's will. This is no wonder that because the provincial agents do not let go of their rights, professional managers can not establish authority. {page_break}

If the purchase amount of 40 million yuan is completed, there will be some new things that have subverted the original system. These new things allow provincial agents to rediscover themselves and recognize others in practice. After knowing some new things' effect on the market, the provincial agent's recognition of new things will not stay on the level of the original professional manager's "written theory", but to enter into the real implementation of this depth.

If the head office issues such as 50 million yuan to 60 million yuan, or even higher purchase target, the provincial agent does not want to develop. If it wants to develop, he will definitely accept more new things. The professional manager will talk about the authorization again now, the branch operation and so on, will not be very difficult.

A provincial agent remains in the tide of reshuffle, and the development of more or less is inseparable from the contribution of "multi in one" (the top-down development of the channel and the integration of other resources).

For example, in the integration process of manufacturers focusing on terminal development, some successful regional market campaigns should be included in the annals of the development of the company. The achievements of these campaigns promoted the progress of the regional market, and formed the Trinity emotional culture of manufacturers, provincial agents and terminal operators. Professional managers should assist provincial agents in this work. Therefore, although the regional wall breaking team is a "progressive" faction, it should also focus on "advancing and stabilizing", and assisting provincial agents to continuously develop regional markets.