How To Turn Brand Into A Brand In Garment Enterprise Marketing Mode Pformation

Garment enterprises are faced with how to determine the pition period.

1, wholesale dealers thinking change

Relatively speaking, the franchisor's agent or franchisee is more demanding than the wholesale dealer. As franchisee franchisee, he must understand marketing and understand the market, and have these two conditions to make the franchisee well.

As a wholesaler in China, generally speaking, the level is not very high.

In the past market competition atmosphere, perhaps they rely on courage and aggressive, rely on luck to dig the first pot of gold in the market.

It can be said that in the past, their success was achieved in the market competition is not very fierce, the market survival space for all walks of life is relatively large.

But now the market has shifted from a seller's market to a buyer's market. In a market where competition is almost daylight, it is impossible for us to act recklessly at the moment.

How to avoid business risks, how to win customers through marketing, and how to create greater profits in limited space is the essential factor for franchisees to be prepared.

Therefore, if we use the old wholesale clothing brand to operate franchising, we must involve in how to change the mind.

In addition, whether the old wholesalers are willing to pform when they are in pition, if only 50% agree to the pformation, then it is very difficult to re-establish a new marketing network in the old market network.

2, how to deal with the elimination of unqualified wholesale dealers

It is also a very important question how to arrange those unqualified wholesalers.

Because in enterprises to re screen outlets, choose partners.

For those who are engaged in wholesale distributors at the present stage and do not meet the new requirements of the company, they must be eliminated.

But how to resettlement of the wholesale dealers? If the implementation of one size fits all does not meet the need to ignore it, then it is too merciless.

Here, there was an example of failure.

In Guangzhou, there was originally a company that produced jeans, and also faced with the pformation of marketing mode. He took the original wholesale brand as the brand of franchise, and immediately rejected the wholesalers who had been following the company for several years.

This is undoubtedly a major blow to the wholesalers who had been engaged in the wholesale business. Finally, the company went to trouble and had a serious impact on the credibility of the company. It also affected the brand's future investment work. Therefore, lessons learned from the past should be noticed.

3, how does the old wholesale store turn to franchise store?

The original wholesale goods, the decoration style may be thousands of thousands of faces.

If we turn to franchised stores, we will have a unified pformation of decoration style, unified shelves, unified advertising, unified display and other key changes.

At this time, it is faced with how to pform the old wholesale stores.

If all of a sudden spread out, for the enterprise, the task is arduous and can not undertake.

In addition, the old wholesale stalls, or because of their location or area, are unable to meet the requirements of the store's standards, and are faced with a new location problem.

If the site is relocated, then how to deal with the old stall is also related to the lease contract if it is closed.

Therefore, it is also a big project to turn the old wholesale stalls into franchised franchisees.

These, as a pformation of enterprises, is not a problem to consider.

4, how to change the consumption habits of wholesale brands in consumer psychology?

The wholesale clothing brand has already formed some fixed characteristics in the consumer's mind, such as low price and good clothing quality.

When one day saw the brand again, it changed the decoration, display style and clothing style of the storefront because of the brand.

Because of these changes, it is really much more expensive in the original price.

In this way, will consumers accept it? If consumers do not accept it, then no matter what you do after the pformation, no matter how much effort you make in store decoration and advertising, it will not help.

So, the pformation of marketing mode of garment enterprises is facing the outcome of failure.

Because in people's impression, if something has been printed in the brain in a fixed form, it will be very difficult to change.

This is also a problem that garment enterprises must consider.

As a pformation of the marketing mode of garment enterprises, enterprises at this time can be said to be at a cusp.

Because if the pformation fails, enterprises will enter a rapid recession.

Therefore, the success of pformation is a matter of life and death for an enterprise.

But in brand management, it is a new brand to operate, or to follow the old brand. This is a question of benevolence and benevolence.

The two methods have advantages and disadvantages, and the key is how to make trade-offs.

But I still suggest that it is easier to build a clothing brand than to turn the wholesale brand into a franchise brand.

Of course, for the boss of M clothing brand, the development direction and marketing strategy of the brand are fixed now.

How to solve the problems existing in the pformation period and solve them in a targeted way is the key.

The specific market operation can start from several aspects.

First, pform distributors from point to area.

In the old sales outlets, a representative dealer was selected to carry out the renovation from shop decoration, personnel training, advertising and publicity. This pformation was not started in large scale, but targeted to select some "advanced", and "advanced" to drive "backward". From the point and the surface, from small to large, the original dealer was pformed into a franchisee who accords with the company's requirements.

This has a good advantage. First, dealers with advanced consciousness will drive those dealers with low management level. If they can not be pformed, they will be able to manage their wholesale brand clothes, which will not cause the turbulence of terminal sales outlets as a whole.

Two, re positioning the brand.

It is a long process to re brand.

In particular, to change the brand image that consumers have formed is still a long way to go.

However, as a pformation enterprise, this work has to be done.

David ogway once said, "any advertisement is a long-term investment in advertising brand". When rebuilding the brand, it can leave behind the original good essence and join in the development to improve the bad place.

This is conducive to brand promotion and promotion.

At the same time, the design style of clothing should be improved in order to distinguish the old image from the old one.

We should re educate consumers' brand concept so as to cultivate consumers' loyalty and reputation towards new brands.