Misunderstandings In Underwear Brand Planning

The brand marketing strategy of < p > < a href= > //www.sjfzxm.com/news/index_f.asp > underwear > /a > many underwear enterprises employ third party (planning company, planning expert) to make a complete set of plans.

But there are many underwear enterprises boss is very difficult to achieve "no doubt, no doubt".

Why? Brand marketing planning experts are basically not confined to the underwear industry. The plan is certainly not based on the traditional underwear industry.

Obviously, it is a very good brand marketing planning scheme, underwear enterprises are almost afraid to perform.

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< p > urban beauty has almost no good prospects in the early days of the market launch. Now the business is successful, and there are countless brands of underwear that follow suit.

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< p > magic is also the same as underwear. It is called "myth" by the underwear industry.

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< p > in fact, has the boss of underwear industry ever thought of why your brand can't become them? The reason is that the boss's thinking is solidified by traditional way, and dare not innovate.

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< p > early 2012, Fan Zhifeng, a brand marketing and planning expert, began to engage in the underwear industry.

From the single underwear chain brand to the underwear production base, there are many underwear industry bosses visiting Fan Zhifeng.

Fan Zhifeng was also invited to salt shop in Foshan and Chen shop in Puning.

One year's visits, exchanges and communications, Fan Zhifeng summed up 7 major misunderstandings of underwear enterprises in brand marketing planning, that is, these misunderstandings led to the relatively backward brand marketing of underwear industry.

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< p > misunderstanding of underwear brand marketing planning: underwear brand positioning < /p >

< p > > when the GDB group started "Wong Lo Kat", it made a real brand marketing positioning for herbal tea.

A very simple sentence: herbal tea is positioned as a beverage.

Why? Herbal tea can only be sold in Guangdong, and drinks can be sold all over the world.

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< p > the positioning of underwear is conceptually positioned, but underwear enterprises do not do so, do they do not know to do it or dare not do it? Fan Zhifeng does not dare to do it.

The positioning of urban beauty is the "bottom price chain", and the magic position is "quite" (changing the female chest).

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< p > > a href= "//www.sjfzxm.com/news/index_f.asp" > underwear industry < /a > can be excavated out of the concept of many, many interested business owners can communicate with Fan Zhifeng phone.

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< p > underwear brand marketing planning misunderstanding two: underwear fashionable style < /p >

< p > about underwear "style", Fan Zhifeng thinks this is the biggest contradiction of underwear industry.

First of all, let's imagine from the location of buying the crowd that a lingerie is very popular, fashionable, big brand, and good material. Would you like to walk in the street and admire others in your underwear or not to wear your own clothes? Or do you look at yourself in front of the mirror and admire yourself for buying the most popular brand underwear this year? Or do you wear your husband or boyfriend to show it in front of your own girlfriend? < /p >

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< p > probably because a certain item is not good enough to sell, "style" has become a bargaining chip for distributors to negotiate with underwear enterprises.

The consumer is not the leader of the style. The style is very difficult to balance in the underwear industry.

Underwear is worn inside, whether it looks good or not.

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< p > underwear is the biggest mistake of marketing a card with the popularity of "fashion".

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< p > misunderstanding of underwear brand marketing planning three: underwear brand spokesperson < /p >

< p > the underwear industry has hired celebrities to make brand endorsements. But there is one question: what do you want to do? How to make good use of it? Are you attending activities, or do you shoot commercials? Or do you want to take pictures or do you have other purposes for brands? < /p >

< p > there is a brand of underwear in China. After listening to senior people in the underwear industry, I laughed a little bit.

A lingerie brand owner has a chance to have dinner with a woman with the same name as Fan Zhifeng.

At the dinner table, she hired a female star to endorse her underwear brand.

As a result, money has been given to women.

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< p > so, if you want to hire a star, you must know clearly what the real purpose of your star is. What effect do you want to achieve? Use the effect to find stars that match your brand positioning, and bring the corresponding return (Sales) to the brand with the help of stars.

A Duo is a very successful star endorsement case, which is worthy of reference from underwear brands.

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< p > misunderstanding of underwear brand marketing planning four: the choice of underwear brand channel providers < /p >

< p > how many pieces of underwear can an agent sell in a large network in a province?

For this reason, many lingerie enterprises like grandpa to ask grandma to please these so-called big agents.

Often these agents are not agents of a brand of underwear, but there are dozens of brands, or even hundreds of brands of underwear provincial distribution rights.

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< p > the agents of underwear enterprises are best to conduct a systematic evaluation of agents when choosing agents: < /p >

< p > loyalty to your brand; < /p >

< p > how many terminals are there? Most provincial agents take the price war route.

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< p > do you have any professional marketing personnel? < /p >

< p > how to settle accounts? (pressure, cash, account date) < /p >

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< p > < /p >.

< p > Fan Zhifeng's brand, not underwear industry.

For the time being, there are no pressure batches, accounts and so on.

Of course, if you work together for a very long time, you can do it once in a while.

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< p > > a href= "//www.sjfzxm.com/news/index_f.asp" > underwear brand < /a > when choosing agents, we should pay attention to relative skills.

First of all, do you agree with the brand? The fund problem? Is there someone who is responsible for marketing? Do not act as an agent. When it comes to marketing, what does the agent do? Underwear brands do not invite merchants for investment. Finding the right brand does not necessarily mean "cattle".

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< p > misunderstanding of underwear brand marketing planning five: underwear brand marketing tool and dissemination < /p >

< p > at present, most underwear brands in China have almost no other marketing tools in addition to the album of underwear styles.

Moreover, the picture album is really a tool that consumers can see very little.

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< p > marketing tools are divided into two types, one for dealers and two for consumers.

What consumers often see is that they can sell products directly, but this kind of marketing tool has little brand of underwear.

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< p > marketing tools usually include: enterprise manuals, brand manuals, market manuals, customer service manuals, investment brochures, X frames, leaflets, posters, newspaper news, TV news, TV feature films, enterprise feature films, etc.

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< p > a lot of enterprises that employ celebrities are just shooting a brand image piece (5-30 seconds).

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< p > there is network marketing, many underwear enterprises official website, domain name application for many years, but in Baidu, since no ranking.

Some lingerie enterprises publish soft articles on the Internet, but there are problems with the channels that they often issue. The relative websites belong to the website of the underwear industry.

The three main directions are rarely published.

State-level websites (such as: People's network, Guangming, China net), big portal network (such as Sina, NetEase), news network (such as JINGWAH network, CCTV network).

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< p > misunderstanding of underwear brand marketing planning six: shaping of brand background < /p >

< p > your business is in Puning, Guangdong or Zhejiang, and the brand is China. Why is it hard to say that it is foreign? Is it really so good in foreign countries? The noble blood of a certain foreign country? < /p >

< p > domestic high-end underwear is called "love", which is Beijing, which has been successful in China.

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< p > underwear brand marketing, brand background is not just a story, it is a systematic planning work.

Fan Zhifeng, a brand marketing expert, said briefly (there are 12 directions in shaping the brand background). The following points can provide reference for underwear enterprises: < /p >

< p > production process < /p >

< p > design concept < /p >

< p > the authority of underwear industry (for example: the top ten brands of underwear industry) < /p >

< p > foreign background (can cooperate with a foreign scientific research institution, naturally have a foreign background, employ foreign experts) < /p >

< p > underwear brand marketing planning misunderstanding seven: underwear brand business mode < /p >

< p > how many times have the underwear brands held the order meeting? It is estimated that many business owners themselves can't say it.

The magic weapon of the biggest marketing mode of underwear is the order for the order meeting.

If the order is successful, will the sales be better? Not necessarily. It's just moving the underwear from the warehouse in the factory to the agent, and there is no real solution to the marketing.

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< p > underwear brands often only consider how to find agents, or how to get more goods into the agent, without considering how to help agents sell products quickly.

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< p > what is this? This is a very serious business model. Marketing is only half the solution.

When underwear brands can think about this problem in turn, there will be many brands like love, beauty and magic.

Why? Because these underwear brands first solve the problem of sales, and then solve the problem of distribution.

There are two problems that deserve all underwear brands to think about: < /p >

< p > the number of customers who enter the shop every day does not increase. Can customers buy 1 sets of products to buy multiple sets and become loyal customers of brands? Of course, we must solve the problem of how to make consumers double the number of single purchases and how to make the brand more loyal customers.

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< p > the turnover rate of customer purchase is constant. Can the number of customers in the store increase? The number of people entering the store must be solved and the problem of stable turnover must be solved.

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< p > good mode requires subversive planning. Under the innovative business mode, it can be said that selling what is not important.

Because underwear brand marketing plan a good model, selling anything can be sold, rather than simply sell underwear.

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