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Learn To Promote Brand By Promotion

2008/8/19 12:21:00 41774

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品牌一年內(nèi)做多少次促銷才能增加品牌價(jià)值，超過多少次就有損品牌形象——在代理商心中越來越明晰。

"How to promote sales to win the hearts of the people and achieve sales" has always been the development direction of agents.

But for a long time, the promotions of clothing agents are not lacking in novelty. If consumers fail to see them, the response is plain, that is, the price dives. Consumers will not only buy, but the brand image will go down.

但在ＣＨＩＣ２００８對(duì)代理商促銷問卷調(diào)查中，記者有了新發(fā)現(xiàn)，不知何時(shí)，代理商對(duì)促銷的認(rèn)識(shí)已悄悄發(fā)生了改變，并且這種變化正在影響著整個(gè)服裝代理行業(yè)。

贈(zèng)品和主題促銷異軍突起

In this survey, it is obvious that nowadays, agents' understanding of sales promotion has not simply stayed at the level of "improving sales performance" and "handling inventory", but gradually developed longitudinally, 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.

"Long term marketing 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.

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.

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".

在２００７年的調(diào)查問卷中，有１５．６％的代理商年內(nèi)不做任何促銷和宣傳活動(dòng)，而今年只有４％。促銷次數(shù)的變化也很有意思，去年和今年的對(duì)比不難看出，代理商每年做促銷和品牌宣傳活動(dòng)１－３次和４－６次的選項(xiàng)有所增加，但７－１０次和１０次以上卻形成負(fù)增長。訪采中，記者和多位代理商就該問題進(jìn)行了交談，所反映出來的結(jié)果充分表明，如今服裝代理商的促銷已成為一個(gè)獨(dú)立的系統(tǒng)工具，在進(jìn)行中不但要考慮與競(jìng)爭(zhēng)品牌的戰(zhàn)略與戰(zhàn)術(shù)的問題，同時(shí)也必須逐步通過促銷信息與消費(fèi)者的溝通，建立起消費(fèi)者對(duì)品牌的關(guān)注與理解，進(jìn)而維護(hù)品牌，促進(jìn)品牌營銷。服裝代理行業(yè)不再是有庫存就做“促銷”的時(shí)代了，品牌一年內(nèi)做多少次促銷才能增加品牌價(jià)值，超過多少次就有損品牌形象，這都是有科學(xué)分析的，在代理商心中越來越明晰。

From the perspective of "which form of product promotion activities should be adopted", it can also clearly detect the existence of such changes. Data collected from a number of market surveys show that "buy gifts" and "thematic promotions" have absolute right to speak in many promotional ways.

"The same is to let profits, discounts and rolls back is a double-edged sword. Although reducing inventory to speed up cash flow, it damages brand image and makes consumers increasingly aggrieved.

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.

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.

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.

代理商依然期望好政策

The findings of the "most concerned factor" in the cooperative operation with brand enterprises are not much different from those of the same period last year.

From the chart analysis, it seems that the difference is obvious, because last year the survey adopted the "single choice" and the "multi selection system" was adopted this year. Therefore, it seems that there are many differences in the numerical value. But from the various sorting, we can still see that the agents' attention to the brand business is still concentrated on the brand market influence and the 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 in this year's survey still choose the purchase discount point.

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.

How can an agent solve this problem?

On the one hand, while strengthening its own construction and development, we need more help from upstream brand dealers. It is the most convenient and economical way for agents to achieve the ultimate goal regardless of cost or brand image.

It is self-evident to pay attention to brand influence when choosing brands.

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.

At present, most brands in China do not have national influence. Therefore, "advertising support" is also a hot topic for agents.