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Marketing Channels For Small And Medium Garment Enterprises

2010/7/5 14:31:00 43

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Clothing brand

The tips of the operators convey two voices: first, the small and medium-sized clothing brand enterprises should be cautious to advertise in the start-up stage; secondly, in the face of competition shuffling, the scale clothing enterprises should devote some advertisements to maintain their channel health and consolidate their feelings with consumers.

Small and medium-sized clothing brand enterprises should be cautious in advertising during the start-up period. Large scale garment enterprises should devote some advertisements to maintain their channel health and consolidate their feelings with consumers.

One person

Garment industry

Senior advertising practitioners once told the author that the advertising and execution of his work were mostly carried out at the beginning of a brand's establishment.

For example, a newly emerging brand that wants to expand the market needs to be invited to invest. For example, a brand that has just entered the market wants to tell the consumer audience what kind of brand it is.

At this time, often, branding is bold, passionate and spendthrift in advertising.

The advertising practitioner added with a deep voice: "however, after entering the market, there are very few brands that can continue to advertise."

At first, the author thinks that maybe the winners belong only to them.

Entrepreneurial community

A small part of it; or, the creative charm of an advertising practitioner can not impress a brand's continuous investment; or, the clothing brand enterprises are mostly private family management enterprises. They are hard to invest in big advertisements in a big market economy.

But later, the author gradually found that this is not only a problem of clothing brand enterprises, but also in the fast moving consumer goods industry, the real estate industry and the automotive industry.

Is this one of the reasons why Chinese manufacturers can't walk out of the puzzle of "strong manufacturing in China and weak brand in China"? At least, this is the reason why the brand camps of China's clothing industry will have an overall reshuffle in 35 years.

In the 80s of last century, the American couple Al Chis and Laura Chis wrote a book called "public relations first advertising second".

The argument that "the era of making money with brand should be led by public relations instead of advertising behavior into the market" is mentioned in the book. It is only more than 20 years later that it was realized by Chinese brand enterprises.

However, it has to be said that there are several reasons why Chinese brand enterprises are beginning to understand and have reached a preliminary consensus on the arguments of this book. First, because of China's large scale unsaturated market, more manufacturers are addicted to the rapid return of funds after the investment advertisements. Secondly, under the circumstances of today's financial turmoil, the cash flow of the market is not enough enough, more brands and producers will suddenly realize that the "road is blocked" after a large number of advertisements.