Five Marketing Tools To Help Shoe Industry Success In Garment Market

Footwear industry has strong seasonal characteristics.

Sex and homogeneity.

Often a new model has just been developed and there are already similar products everywhere.

Manufacturers in order to achieve marketing strategy and their own development needs, in the establishment of channels and networks will require an inventory, while the agent dealer market operation in order to speed up the flow of funds and reduce risk, many times will be lower than the manufacturer's price limit for sale.

As a result, the brand establishment of the manufacturers has a certain impact. Some brands also end up as low-end brands because of the poor control of manufacturers' channels and networks, and the profits are even more difficult to upgrade.

Apart from some big brands and luxury brands, many of the shoes brand positioning in the market is dominated by ordinary consumers. In this way, it is necessary to increase the opportunity to contact with customers, that is, to increase different channels and sales networks. At the same time, it is required that every node must have a certain volume of sales to ensure profitability.

Good products are the foundation of promotion.

No good quality and workmanship.

Clothing products can only be reduced to the street stalls.

"Product quality is above everything else". China's marketing process in the past 20 years has fully illustrated this point. Without quality assurance, the product itself has no room for survival, let alone market promotion.

It is worth noting that good products are not only good quality and durable, but also include exquisite packaging, comfortable wearing experience, considerate service, and brand consistency.

Even the healthy advertising content and so on, these added value combinations have been increasingly integrated into the product's quality content, and become an important part of product quality.

The brand that customers often talk about when choosing footwear products is more about the quality of a product, followed by price and other factors.

Often, a good footwear apparel product has been more successful in the market. For example, Dai Anfen of underwear, BELLE of trousers, BELLE of women's shoes, ONLY of women's clothing, seven wolves of men's clothing, etc., first of all, they have made great efforts in product design and manufacture. Then they have established their own complete marketing system in all aspects of channel network and store construction, advertising, public relations, service and brand building, and have brought this complete market advantage marketing system to the forefront of the industry, so they will have the extraordinary performance in today's market.

Generally speaking, the product brand with good quality and high added value will remain invincible in the market, maybe occasionally frustrated, but because of the solid foundation of the core operation success system with the market needs, it can firmly control the success of the market.

Advertising is an effective way to open up the market.

"Wine is also afraid of deep alley". Any product has no corresponding advertising campaign and wants to occupy it effectively.

Building a brand image is unthinkable in terms of current concepts and practices.

China's footwear industry prefer choosing stars to be spokesmen. This practice is understandable, and indeed it has made many enterprises taste the sweetness of the star effect.

But the star effect can not take the place of other advertising methods.

As a national advertising campaign, we can consider adopting more ways such as public relations, public welfare and so on to promote it. In this regard, health products and medicine are very prominent, and it is also worthy of reference and significance for the footwear industry.

For shoes that want to produce larger sales volume, after their own quality reaches a certain level, we should consider using carpet advertising promotion to force the market and occupy a place.

Although this method is old-fashioned, it is very effective, because it effectively strengthens the consumer's memory of the brand, and when it's actually shopping, it will unconsciously take the strengthened brand as a reference, thereby increasing the sales opportunities.

Melatonin in health products is a good example.

What needs to be emphasized is that the premise of doing such a large area of advertising bombing is that the quality of its own is guaranteed, otherwise, the negative demand of consumers will be formed, and the whole brand will be smashed.

As a product of seasonal and fashion, the content of visual merchandising is hard to maintain consistency for a long time. Especially in the national TV media, this kind of advertising can not be invested by every enterprise.

Therefore, when the market is opened, advertising can be more placed in different media such as professional newspapers and magazines, websites and so on.

At the same time, we can also consider the traditional ways of regional markets such as television and road signs.

In this way, manufacturers can still maintain contact points with consumers, enhance brand awareness, influence and loyalty, and so on, which can effectively reduce the related advertising expenses.

One thing that needs special attention is that when doing print advertisements, we must ensure the uniformity of the content of the communication. We must never use one content in the south, one content in the north, or one content in the road sign, but another content in the POP and so on. This will only make consumers feel puzzled and hesitant, and it will not benefit the brand image and product sales.

Establishing good reputation is the best selling method.

In 2005, a well-known British investigation company came to a conclusion after a lot of rigorous investigation and analysis. The best way of advertising is the spread of word of mouth.

The most direct and effective way to establish a good reputation is the communication between terminal salesmen and customers.

Dapper

A sincere smile, professional words and deeds, warm attitude, good affinity.

These are the basic conditions for the terminal salesperson to do so. These are also the confidence points of the customer's brand.

Terminal salesmen should pay more attention to other details when they are in contact with customers, such as the sanitation of the counters, the overall layout of the shop, the placement of the products on the open shelves or closets, the style of the decorations, and so on, because these will lead to a psychological suggestion or good or bad for the consumers. Similarly, the use of the words, the details of the action, the attention of the movements, the handling of emergencies and so on will also form a special impression on the customers' psychology.

Nowadays, many brands of products are not paying much attention to these aspects, and even more manufacturers forget the most basic point. They should first establish their good image and good reputation for their own products and brands in the minds of all their employees before they have a good impression and reputation on the product brand.

How employees view their own aspects of the enterprise not only directly affects the quality of their work, but also affects their attitude and attitude to communicate with customers at any time, anywhere, every word and action, which is decisive for the development of enterprises and the advantages and disadvantages of product brands. In fact, many consumers prefer to spread and believe some so-called "insider news", and the quality of word of mouth is naturally built up under the pmission of this "insider news".

Of course, this is just a brief statement of the content that needs to be noticed in the establishment of word of mouth, which is another topic for internal marketing of enterprises.

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Effective use of various promotional methods

Common discounts, cash returns, gifts, discount cards, VIP cards...

And so on should be used flexibly so as to maximize the effectiveness.

The use of VIP cards in shoes industry can refer to some practices of hotels: some hotels will keep every customer's data in the computer, and when the customer comes to spend the next time, he will get a gift or a direct discount according to his previous record.

There is a serial number on the VIP card of the general footwear industry. This number is unique. Every time it is used, it should be recorded in the computer. Besides giving gifts or discounts according to the customers' consumption, the most important factor can also effectively analyze which customers belong to the profit source group 20%, those belong to the sales volume 80% and so on.

In this way, we can adjust the marketing work more effectively and effectively, so as to effectively control the market effectively.

Another example is to launch a new product promotion campaign.

First of all, we should unify design activities and disseminate content images. Then we can use this unified activity to disseminate content images to produce different publicity materials such as road signs, posters, X exhibition stands, floor stickers, POP and so on.

The premise is that we must make use of newspapers, store broadcasts and other media bodies before carrying out the targeted publicity.

Therefore, let the promotion and promotion play a strong visual impact on the target customer group, and create a stimulating impression in the consumer's mind. We must carry out effective publicity in advance and ensure the unity of the content and image of the event.

In this way, consumers' attention rate of this promotion will naturally be enhanced, thereby increasing and increasing sales opportunities.

As for how to plan the promotion, how to design the image, how to choose the media and how to operate the market, there is no discussion here.

Solid weave a big net.

What is the most valuable asset of an enterprise? Brand and network.

A large part of the value of a brand depends on the network.

In recent years, when foreign giants in various industries are merging domestic enterprises, the main consideration is not the value of the domestic brand, but the marketing channel and network structure of the domestic brand.

The fashion features of footwear industry require more enterprises to build up a huge, dense and differentiated marketing network, so that they can display their products to consumers at the terminal quickly and conveniently, so that consumers can experience the latest style of their products in the first time.

Compared with the channel network, advertising, public relations and so on can only be regarded as some supplementary marketing means. If consumers can not buy your products quickly and conveniently, even the promotion genius can only sigh on the heaves. Good service aspirations can not be put into practice, and there is no mention of how to seize the trend and keep up with fashion.

At the same time, we also noticed that footwear industry today

The establishment of a network must not be as simple as looking for agents or distributors in the past.

This minimum level and primitive commodity circulation practice is a purely interest oriented cooperation mode. It is hard to help manufacturers to create brand image influence, let alone brand reputation and loyalty.

Because agency dealers are often unwilling to keep their marketing goals or market positioning consistent with the manufacturers in the market operation, they have long been unable to meet the deep needs of today's market consumption dislocation, channel network differences, brand cultivation, product color display and so on.

Therefore, we prefer manufacturers to establish a market strategic cooperative channel network organization. In addition to win-win interests, this cooperation also has the full range of communication and consistency in product brand connotation, cultural concept, development ideas, market operation methods and so on.

Therefore, in order to achieve this success goal, it is suggested that the shoe manufacturers should not only design and develop products, but also help and cooperate with the distributors in the aspects of product quality, brand image, marketing personnel promotion, information logistics, market operation and even finance.

This vision is a long way to go for many shoe and garment enterprises. However, its far-reaching significance and market success goals attract more and more industries and enterprises to explore this road.