Small And Medium Clothing Brands Smoothly Pass The Three Magic Weapons Of Incubation Period

Quite a lot

Business has described the incubation period as a brand adolescence. The joy of opening up territory and opening up territory has gradually been frustrated by the setbacks in the market at the beginning of its brand creation. The brand has begun to have problems such as unclear self positioning and vague brand culture. This rebellious and continuous pursuit of its own characteristics is the cultivation stage of the brand.

A large part of China's growing brands will disappear in the fierce competition and the replacement rate will be very high.

Some brands can not survive, others return to the awkward situation of OEM and cottage goods.

How to pass the nurturing period smoothly has become a difficult problem faced by many new brands.

China small and medium

The perplexity faced by brand builders is not lack of operational experience, but more conceptual obstacles.

The small scale of the brand is temporary. In the important stage of brand cultivation, one step is wrong, and every step is lost.

The vague direction of development at this juncture will bring permanent impact.

Therefore, in the breeding stage, small brands must be small and stylish.

Rejection of copycat brand is not equal to brand.

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Brand and famous brand at home and abroad are the main demand of the first line market and consumers. But with the in-depth development of the domestic market and the continuous maturity of consumers, brand awareness has entered the ordinary people's homes and entered the three or four line market with relatively low consumption. The three or four line Market is no longer the blind spot of the brand, which puts forward objective requirements for many small brands.

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Since the rise of China, small businesses represented by wholesale brands in the professional market have been labelling "Shanzhai" and "fake". It is difficult to tear them off bit by bit.

Many businesses in the market generally believe that the lack of brand awareness is still the biggest worry even if a brand is registered, even if it has its own brand.

In recent years, the brand hatching work launched by all major domestic professional markets is aimed at tearing away the labelling of "products without brands".

Mou Lixia, director of the customer service center of Kowloon Plaza, Chengdu, said: "although businesses and wholesalers know the importance of making brand, they have a lot of misgivings about brand management, and on the other hand, they are reluctant to part with the wholesale situation."

Mou Lixia believes that wholesale enterprises or merchants, who value products but lack the concept of commodity combination, are good at trading but are not good at marketing, understand customer needs, but do not understand the needs of terminal market and consumers. They will do business but are not good at managing and operating, paying attention to short-term profits but not paying attention to long-term development.

They have some general characteristics, such as luck in the future, lack of sense of anxiety, little understanding of business management and marketing, limited brand operation to product paction level, and lack of learning desire.

Mou Lixia said: "to solve these problems one by one, and constantly instilling the right brand concept to merchants, this is what our market is doing in the vast majority of the market in the country."

Deep excavation of electricity supplier optimization entity

How to let small brands get rid of the situation of trademark and no brand, and how to make small brands have a small style? Mainly from two aspects.

First, it is still unavoidable to say: enter the electricity supplier.

adopt

Wang Shimao, director of the brand of Tianya lonely guest, a new platform, said: "the trend of electricity supplier is the business revolution brought by the Internet and mobile Internet technology revolution. It is an irreversible historical trend of traditional business to electricity supplier. Therefore, no matter what difficulties the small and medium sized brands are faced with, they need to go all out to operate the electricity supplier if they still have the strength to spare."

He said, "the vast majority of e-commerce consumers are potential consumers of these small brands. Many of them are local brands that have done well in a certain area. Once placed in the big platform of the electricity supplier, they will break the limitations of the region and attract hundreds of thousands of consumers of similar consumption levels in China. The geographical barriers that are difficult to break in traditional channels can be easily solved in the electronic business platform."

Second, optimize the entity.

Small and medium-sized brands in the physical channel, has been re development, light management.

Many small and medium-sized brands in the early stages of a horse race, all over the country to open shop, recruit agents, full bloom, but the consequences of such a fall.

Faced with such a situation, small and medium sized brands must optimize and adjust their physical channels, pform their operation capacity, and improve their profitability.

Only by strengthening the entity can we resist the coming storm.

Flexible pformation of channel pressure

Zhang Jianyong, director of commodity Department of Bora department store in Qingdao, said: "whether it's a big brand or a small brand, if you want to cooperate with shopping malls, the most important thing is to develop more distributors in the cities where the shopping malls are located, increase the popularity and market share, and gradually develop a loyal group of customers. This is the biggest bargaining chip when negotiating with the shopping malls.

When choosing a channel, small brands should not break through the shopping mall of the core business circle, and the suburbs around the city may be the best breakthrough.

Zhang Jianyong believes that the access threshold of large shopping centres in core business circle is higher than that of shopping malls around the city, and the brand competition of central shopping centres is fierce, and the replacement rate is relatively high.

If you want to break through a shopping mall in a city, don't venture from the biggest shopping mall closest to the downtown area.

"The brand maturity required by shopping malls is higher, but this can be cultivated slowly in the surrounding shopping malls."

Zhang Jianyong said, "many small brands will operate two to three years in front of the mall in the suburbs before they enter the mall.

Until the consumers of this city are more familiar with the brand, then they will talk about the mature business performance and the big shopping mall. Generally speaking, this way is easier to succeed.

For the first tier cities, the way for the suburbs to surround the city is the best development route of small brands.

Take Beijing as an example, the scale is very large, and the business circle in the suburbs is also prosperous. Tongzhou business circle is highly developed.

I started with some shopping malls in Tongzhou business circle and gradually opened the Beijing market. After several years of cultivation, the brand has a certain reputation in Beijing consumers' hearts and sells well.

It's much easier to negotiate with department stores in several major business circles at this time.