Sales Principles For Garment Enterprises

"Steadily win and seek truth, and use fewer tricks" is a summary of Zeng Guofan's years of practical experience. Zeng Guofan, in the early days of establishing the Hunan Army, suffered many defeats and fought many battles. In the battle of Jiujiang in Jiangxi, Zeng Guofan's proud water army was almost annihilated. After the defeat of Jiujiang, Zeng Guofan summed up the profound lessons of previous failures and put forward the operational guidance of "seeking truth in a steady victory and using less ingenuity" principle This war thought became the watershed of Zeng Guofan's personal career, from defeat to victory, until he defeated the Taiping Heavenly Kingdom and became a famous general.

Steady and realistic, and less use of tricks will give people a "thick" feeling. The opponent may be able to pick out many of its small problems, but it always does not make fatal mistakes; Opponents may find that it is too rigorous to respond slowly, but it can avoid system risks; The opponent may find that it is not always an innovator, but he will spare no effort to leave the innovator behind once he has grasped the direction of innovation; It may not employ the best people, but it can enable ordinary people to make extraordinary achievements; The opponent may overwhelm it in the local clothing market at a certain period of time, but he finds that he is unprepared. As long as you make a small mistake, he will become the leader again.

On the other hand, the poorly done clothing market is often entangled in some terminal details. It pursues diversification and novelty in the implementation of promotional activities. It disdains all the promotional methods often used. It is determined to develop a deadly strategy to promote sales purely for the purpose of promotion. I remember I heard something when I first entered the company, A branch manager complained that there is no other way for the company to promote terminal products except for special price, buy and give, and try these three axes? Isn't this the best embodiment of this mentality?

Let's start with A, A attacks northern clothing sale We have known about the market for a long time, and at the beginning, we proposed to block it. But in the end, this brand is overwhelming in many clothing markets. At present, we do not have many ways to deal with A, and we can see from the analysis of the performance of this brand that it does not have very novel tricks: stable quality, sufficient display space, stable price, and a few insipid tricks, It gives us a great headache;

In addition, B's reputation in the clothing market is that B's investment in the clothing market is very strong, sometimes people feel that they are willing to spend money, but most of their investment has fallen into the pockets of dealers due to the lack of effective guidance and monitoring. In terms of the terminal performance that really determines success or failure, the investment is not good. We often see B's great efforts to buy gifts and special prices, It is rare to see that it has enough rank and good position, which is the important reason why we have surpassed B in recent years.

Of course, this is not to deny the power of terminal promotion and brand image. It is undeniable that strong promotion implementation and brand image building also play a great role in promoting regional sales. This is also one of the obvious clothing market performances in many excellent clothing markets. But these are not decisive factors. Promotion and image investment must be based on the arrangement, items, location and other work to become a powerful booster of sales.

The seasonal nature of our products is quite obvious, and there is also a large number of outbreaks in the festival. It is understandable and necessary to do some vigorous promotion and promotion during the festival, but how to improve the basic work should be the key work all the year round. Just like the current arrangement of buyouts, what are you hesitant about?

Want to create a clothing with stable growth and accumulated strength market , we must firmly adhere to the strategy of "being steady and realistic, and using less tricks", and hope that this will also become a real watershed for some of our weak clothing markets to bid farewell to the weak!!