CHIC Investment Strategy

< p > in recent years, the clothing market has been fiercely competitive. Some leading brands have invested a lot of advertisements in CCTV to create popularity. Under the strong advertising campaign, some two or three line brands have hardly been able to recruit high-quality agents with strong financial resources, strong brand awareness and terminal experience.

A brand is a Menswear men's clothing enterprise that runs medium business casual wear. It is promoted to the whole country through the form of agency system of "headquarters to provincial agent" and "two level franchised stores".

Although the company has been in operation for more than 10 years, there are still half of the blank provinces in the country, and the brand and agent groups are in a weak position. Therefore, it is the key to the rapid development of the brand to rapidly expand the sales network and attract a number of powerful agents to join.

The purpose of its participation in the China International Clothing and Accessories Fair (CHIC) is very clear, that is, investment promotion. However, in recent years, the investment function of < a href= "http://www.91se91.com/news/index_z.asp" > CHIC < /a "is becoming weaker and weaker. Most exhibitors only" accompany the prince to study "and often fail to return.

A few years ago, the days when a pavilion and a few handbooks were able to get the franchisees to be successful were gone forever.

However, in 2006CHIC, we adopted the deep marketing method to make the A brand in the two or three line status create miracles, signed six provincial agents at one breath, and its provincial network basically covered the whole country.

The six new provincial agents only opened more than 130 stores in the second half of 2006, and A enterprises turned their losses into profits at the same time.

It is worthwhile to draw lessons from its exhibition investment.

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< p > > a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx" > dress > /a > industry is a special industry, whose products basically go to the market through shopping malls, specialty stores and supermarkets.

China has a vast territory, and there are more than 3000 large and medium-sized cities throughout the country. Local customs and consumption habits vary from place to place. Landing marketing and establishing sales channels with agents are one of the lowest marketing methods for apparel enterprises.

This is the reason why many international brands are encountering Waterloo in the Chinese market.

Although these brands have decades or even hundreds of years of history, but because of the small size of the local market, the main channel is mainly direct camp, so that one can live a good family, so some brands will only open dozens of stores in decades.

After entering the Chinese market, it is also believed that the result is not to be eliminated, but reluctantly to take the difficult luxury route.

And many Chinese local brands, especially men in Fujian, quickly grasped the model of agency system and became a national brand.

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< p > but in the face of such a huge dealer team, how can we find the agents matching ourselves? We often hear the owners complain that: in the season of investment, our people are also going out in batches. The travel expenses have been spent quite a lot, and there are few customers actually signed.

What exactly is the problem? After we have diagnosed more than a dozen investment difficulties of medium-sized enterprises, we find that the core issue is matching. That is to say, these business people do not find the target customers, they have done a lot of useless work.

To find a suitable agent, first of all, we should clarify our position and decide what kind of market we belong to. First, second tier cities or three or four tier cities.

Take the A brand as an example, the brand is doing business casual wear, the products are mainly jacket and suit, the price of jacket is between 300 yuan and 700 yuan, and the target group is mainly working class.

This positioning is obviously suitable for three or four line cities (prefecture level cities to county towns) stores and mid-level shopping malls.

Most of the shopkeepers or suppliers take the goods in the regional clothing distribution centers, and the most effective way to attract investment is to invest.

Through the above analysis, the main source channels of its target customers are: regional clothing distribution center (clothing city, shoe city, etc.), trade associations at all levels, and brand agents.

We should pay special attention to two groups: one is Wenzhou people (Zhejiang people); the other two are Minnan people.

Most of the distribution channels of textile and apparel in China are in their hands, and most of them have joined the local chamber of Commerce.

Therefore, the local Zhejiang chamber of Commerce, Wenzhou chamber of Commerce and Fujian chamber of commerce are the main targets.

Facts have proved that more than 50% of the agents recruited by the A brand in spring and summer in the past 06 years came from the above chambers of Commerce.

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< p > there is a humorous metaphor in the industry: if the brand is a sheep pen, then the investment personnel are the sheep drivers.

To get to the sheep with good capital and good brand consciousness, besides the shepherd's circle, the eyes, skills and experience of the goats are also crucial.

In a sense, investment personnel are active brand image spokesmen. Their image, temperament and behavior will become customers' brand perception into his cognitive system of the brand. Therefore, the introduction of high-quality talents is an important part of the success or failure of investment, so we need to develop a competitive salary system to attract excellent talents.

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< p > take the A brand as an example. At this stage, we need expanding talents. The popular point is that we will run the market, and we need to complete the personnel layout before the Spring Festival.

The manpower planning of A brand is: from March to July, a large number of developers should join in the "human sea strategy" for carpet investment.

These people do not necessarily need strong professional knowledge, and even cross industry can consider, but must have experience of expansion, image and eloquence. Their purpose is to invite customers rather than sales management. Since August, they have entered the peak shop, and now need a group of marketing managers with strong professional ability to facilitate customer service.

To this end, we specially designed a set of "base salary + bonus" (expand commission + sales commission) salary system.

According to this set of salary system, every district can earn about one hundred thousand of salary if it achieves more than 15 million performance.

So the A brand recruited the district manager with the preferential conditions of "100 thousand annual salary + separate housing".

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< p > China's manpower cost is very low. The author makes an annual budget for a well-known clothing enterprise, and finds that the enterprise's 05 years of manpower expenditure accounts for only 2.35% of the total amount.

As a growth enterprise, it is obviously low.

According to the analysis, 06 years of manpower expenditure should be mentioned at least 3.5% or so.

The company adopted this proposal and introduced a number of professional managers at one fell swoop. Sales in the 06 years really exceeded schedule.

Similarly, in the following story, A brand's success in attracting investment by "human sea tactics" is worth reflecting. In China, a set of bidding sessions in CCTV for 15 seconds is equivalent to an annual salary of an excellent professional manager for more than a year. This is the current situation of Chinese manpower.

In terms of manpower expenditure, foreign-funded enterprises seem to have a better understanding of China's national conditions than Chinese enterprises.

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< p > depth marketing is applied to CHIC business invitation. Its depth is deep in the depth of time: early work, mid-term explosion and late lock.

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< p > the author has talked with many CHIC exhibitors about the purpose of the exhibition, and found that most business owners hold the idea of "investment first" and "brand second".

The author also found that a lot of enterprises that are full of investment hope did not recruit suitable distributors through the platform of CHIC.

With the gradual weakening of the function of on-site investment in CHIC, if we want to give full play to the functions of the exhibition, there is only one way - Kung Fu is outside the conference. That is to say, the investment promotion work should be done before the meeting, and the goal of the exhibition will be to lock the target and turn the CHIC from the investment conference to the signing conference.

The following is the A brand business group's 2006CHIC preparation phase < /p >.