Clothing Brand Should Pay More Attention To Communication With Consumers.

< p > how many promotions can a brand do in one year to increase its brand value? More than a few times it will damage the brand image, which is becoming clearer in the agent's mind.

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< p > "how to promote sales to win the hearts of the people and realize sales" has always been the development direction of agents.

But for a long time, the brand "a target=" _blank "href=" //www.sjfzxm.com/ "clothing" /a "agent promotion activities is not lacking in new ideas. If consumers fail to see it, the response is plain, that is, the price dives in dives. Consumers will not only buy it, but the brand image will drop.

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< p > but in the questionnaire survey of agent promotion, the author has made some new discoveries. I don't know when the agent's understanding of promotion has changed quietly, and this change is affecting the entire garment agency industry.

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< p > < strong > gifts and theme promotions rise suddenly. < /strong > /p >

< p > in this survey, the author obviously feels that nowadays, agents' understanding of sales promotion is not merely staying at the level of "improving sales performance" and "handling inventory", but gradually developing longitudinally, and trying to find a more valuable market behind the "promotion".

In particular, the changes in the operation of agents of international brands and front-line brands are more obvious.

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< p > "long term sales promotion experience tells us that in the new market environment, sales promotion is not only a simple discount and price reduction, but on this basis, a powerful weapon for in-depth communication with consumers."

A Japanese brand Beijing agent Guo Yan said.

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< p > we have to admit that in the current market environment, brand promotion information is overwhelming, but it can hardly be remembered and convinced by consumers, which has seriously affected the brand status and brand value.

A senior marketing expert said: "the way to promote sales is not to promote the current sales promotion, but to solve the problem of sales promotion. Promotion is not only a tool to increase sales volume, but also makes the promotion level too low, and there is no way out.

Promotion is not a devil who hurts the brand. On the contrary, if the sales promotion is well done, it is easier to establish consumer's concern and understanding for the brand. It is a good tool to promote brand loyalty.

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< p > this change is very evident in this survey, which can be fully explained from "several promotions and brand promotion activities done in one year" and "which form of product promotion activities are adopted".

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< p > in the 2007 survey, 15.6% of the agents did not do any promotion and publicity activities during the year, compared with 4% in 2010.

The change in the number of promotions is also very interesting. The comparison between 2009 and 2010 is not difficult to see that the agents' annual promotion and brand promotion activities have increased 1 to 3 times and 4 to 6 times, but 7 - 10 times and 10 times have formed negative growth.

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During the visit to P, the author talked with many agents on the question. The results reflected that the sales promotion of clothing agents has become an independent system tool. In the process, we should not only consider the strategy and tactics of the competitive brand, but also gradually establish the consumer's concern and understanding of the brand through the promotion of information and communication with consumers, so as to maintain the brand and promote brand marketing.

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< p > clothing agency industry is no longer an era of "promotion" with inventory. How many promotions can the brand do in one year to increase brand value? How many times it damages the brand image, which is scientifically analyzed and is becoming clearer in the agent's mind.

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"P" can also clearly detect the existence of this change from the "main form of product promotion activities". The feedback from a number of market surveys shows that "buy gift" and "theme promotion" have absolute right to speak in many promotional ways.

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"P >" is also a way to make profits. Discounts and rewinding are double-edged sword. Although reducing inventory and accelerating cash flow, it damages brand image and makes consumers more and more grieved.

In particular, famous brands or newly opened stores and counters have both the "taste" restrictions, and the demand for popularity and cash flow. Stimulating consumption is stimulating sales. From the standpoint of maintaining image, buying and presenting a more respectable number, using "affection" to do connotations, and surpassing the price figures of simple images, can well adapt to the psychological satisfaction of people's pursuit of "spiritual pleasure" nowadays.

Guo Yan said.

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< p > whether buying or selling or theme promotion is actually the concrete embodiment of rational consumption in the market today, which makes it possible for the high quality clothing enterprises to get rid of the low price war and devote themselves to the brand construction with high added value, thus striving for greater market space.

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< p > McDonald's is a typical classic of promoting sales and building brand.

Some people say that McDonald's is not only the largest hamburger manufacturer in the world, but also the largest toy manufacturer in the world. While selling hamburgers, it is also trying to add a culture to hamburgers in order to make hamburgers more spiritual, and the way to promote it is to promote sales. It has played a great role in exploring the deep communication between brands and people's spirit, and has also built brand understanding and loyalty on this basis.

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< p > < strong > agents still expect good policies < /strong > /p >

< p > the result of "the most concerned factor in brand business cooperation" is not much different from that in 2009.

From the chart analysis, it seems that the difference is obvious because the 2009 survey adopted the "single choice" and the 2010 implementation of the "multi selection system". Therefore, it seems that there are many differences in the numerical value. But from the ranking, we can still see that the agents' attention to the brand is also focused on the brand < a href= "//www.sjfzxm.com/news/index_s.asp" > market < /a > influence and support for the agents.

On the basis of the same conditions, of course, we hope that we can have good policies and good quality and low price, so 60% of the agents surveyed in 2010 chose the discount point of purchase.

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< p > combined with several reports, the clothing industry is a chain of industries.

Now the franchisee's demand for agents has changed. The purchase discount point and the return rate are no longer the absolute focus of franchisees' attention. Instead, they are helping them to open their shop, display and train. This change of demand is directly related to the change of agents.

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< p > how should agents solve this problem? On the one hand, at the same time, while strengthening their own construction and development, they should also turn to the upstream brand dealers. Regardless of cost considerations or brand image, getting more support and help from brands is the most convenient and economical way for agents to achieve the ultimate goal.

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< p > the reason for choosing brand is concerned with "brand influence".

It is a long process for a brand to become famous in a certain area. It requires the joint efforts of the brand, agents and franchisees.

The process is long and the profit is also gradual. This is not ideal for agents who are interested in "self interest".

If we choose famous and influential brands, these projects will no longer be difficult and helpless.

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< p > now, the vast majority of the domestic "a href=" //www.sjfzxm.com/news/index_f.asp "brand" /a "does not have national influence. Therefore," advertising support "is also a hot topic for agents.

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