A out of thin air Raiders
Individually speaking, brand management startup capital must be at least 100500 Wan Guomin Bi winter and must first production, sales. However, tangible without trial to have been out of thin air brand myth. 2002 August, Wenzhou some brand new Womens determined at two weeks after brand conference held. In order to work along both lines, done in one vigorous effort, whole dress. 7 companies use to light, recruited 3 clothing wholesale business; at the same time through the news media focused on the conference. It is everything, except the spring breeze, however, intended as change, designers and plate division suddenly resigned, the conference almost became a joke. After all, the sample is not manufacturing.
Nevertheless, the merchant of Wenzhou 's strong personality with our spirit, did not shake their time table. Through employment, until the conference the day before, new designers to complete. The samples are the designer brought from home, even the trademark has not come and stick, were sent to the continental grand hotel conference because of advertisement effect with new business efforts, more than 100 from across the country gathered to wholesalers released now often lunch and supper rich color product release in a hurry. Some of the bold and unconstrained agency, company future to see the boss for people with skill level; and the hero of the story, when all 20 are placed in the room with dining table. Next, should do is how to deal with these merchants to my humble company site visits.
At this time, the wonderful events that produced the. The boss makes arrangements for all customers in the same morning, to my lonely office to negotiate. When customers are received when the bus company, invention company admittedly small, but financial room entrance but full waiting for subscription to dealers. Among them, there are two dealers from the same region, in order to compete for exclusive distribution rights to head broken and bleeding. This virtually everybody to have a signal: must immediately orders! In this way, 40 large and small customers from a few hundred yuan to 30000 yuan, have to surrender the deposit. And the company is relying on the first 500000 of the deposit, in 14 days to produce the first autumn, which was an important step. At present, the brand has annual sales of over 50000000 yuan, all over the country's network of over 90.
Raiders two turn from a guest into a host
The new brand risk is very big, if do not go to the wholesale business mainly marketing line, it is bound to experience pain I shop. Grand build overhead light said, is the product of the preparations, is lets the human very headache event. Preparation of much, I am afraid to open out so many stores, goods in the hands of pressure for 3 months, is not to be worth a hair; preparatory less, women formal dress. basically a counter can not, can not support many months, will have to close.
A famous company installed through the agency of Hongkong occupation originally men's industry. In creating its own brand, the company will dress goods as complementary products in the men's shop sell, breed indeed not many, but profit abundant. Of course, in order to allow two brand was initially the same counter, the company also made necessary public work. After the first half of 1996 the company running, high in the exploration that market demand at the same time, to achieve the necessary capital accumulation, and in 1997, mass production to appear on the market, to be successful in one fell swoop. At the same time, the original Mens store have gradually been higher profits, sales of own brand more exchanges, soon will become the nation's ten similar brands.
Raiders three programs
Not all operators all have a chance to talk with the strength of the brand agent. Many senior designers, because not enough funds to support my original brand, so helpless. A part of them decided to partner with someone else to start a business method, create and maintain brand development. This kind of enterprise, the designer of the share of individual lot, therefore the company's investments are often quite, basically with classmates or friends partnership partnership approach are.
Start low, natural will proceed slowly. Especially a lot of returned from overseas and award-winning designer, slowly will not be adapted to the brand is more cheap, marketing, design vulgar businessman thinking, outcomes that end in failure. Some major suit designers are very intelligent. They return home or work, first into a large enterprise dedicated to the work of others, and then use these enterprises financial strength, to realize their own brand of fantasy. At the same time, they also use the mass media publicity I always. These enterprises are often not short-term financial pressure, may let designer bravely" higher and higher" design concepts, like a title not for profit. Two years later, true enterprise presents some losses, but the brand image is still. At this time, the designers have to understand the market rules, they may easily in the higher brand competition to seize a selling point. Then, by working to achieve a number of accumulation has become its own brand of energy source. This is a lot of foreign design of the famous successful baby, now China has also appeared a large number of similar success stories, is worthy of our clothing industry entrepreneurs reference.
Raiders four comic art
By the end of 1996, most people are not optimistic about the market of Tianjin, Beijing famous occupation women preparing for withdrawal from the market ( and important cause is the brand used in Tianjin market take distribution system ). We have only one goal, that is fast in Tianjin market opened, for the customer groups, because at that time the competition also compares school admittedly Tianjin spending to much lower than northeast with the Beijing market, into the later invention, the fact than envisaged to more difficult. At that time, Tianjin two cone call Yue such as shopping malls, Tianjin friendship mall to Arc de Triomphe shopping malls, the first month of sales of less than 30000 yuan. Therefore, although our character and pattern is very good, but not willing to Tianjin public subscription we absolute high new.
In order to meet the market needs, we dispatched a batch of low discount promotional products into Tianjin, almost cost price sale. In the customer to purchase at the same time, we also issued 100400 yuan coupons. After the Spring Festival, when our new products on the market, large numbers of people in order to spend in the hands of vouchers and have returned to our counter. This cycle of 2 months later, we received a broken immediate consequences, the brand also has the huge fixed costs group. In later years, our product is always the similar products in the big boss. First, our approach is also more brand. Because when the VIP tracking system is getting more and more prosperous and strong, women formal dresses. I will be" a hidden knife" Raiders introduced in detail.
Raiders five bitter meat strategy
It must be a lot of clothing company boss used strategy. At present, in North China market, the lack of significant sales window. Most clothing enterprises in order to attract franchisee, in the promotion of brand of a lot of hard work.
Taking Beijing as an example, if a higher brand not to Lufthansa, Dorset shop, dealer rarely take the initiative to come. Then, brand enterprises have to rack one's brains to grinding, dedication to. Finally we opened for business, but after the opening of sales are not necessarily strong. Savvy businessmen will all measures, maintain the sign shop sales. The invention, many manufacturers in 3, 4 month dispatched a large number of manpower, to sign store using cash to buy their products, and more calculating brand chambers at this stage for the shared space Zaguomaitie, shopping malls brand display cycle. Manufacturers of the target is obvious, the consequences are very good. Flower 35 million to buckle, may increase the number to 10 20 how many million of water. I shop every poll assemble is moved, the small cost of advertising, it is not long time tumbling earned back.