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Marketing Expert Shen Haizhong: How Can Men'S Clothing Enterprises Achieve The Sales Target Of "Selling 10 Million Yuan Per City In A Year"?

2011/1/10 16:27:00 516

At present, on the market, men's clothing enterprises or comprehensive garment enterprises that sell more than 10 million yuan in a prefecture level market for more than 10 million yuan a year are not single, but everywhere.

For developing men's clothing enterprises, how can we quickly achieve the sales target of "selling 10 million yuan per city in a year"? Shen Haizhong, a senior practical marketing expert, listed the following keywords for men's clothing enterprises according to their long-term experience in the first-line market.

Practical and perfect

At present, a large number of men's clothing enterprises operate according to the traditional operation ideas, and most of the products are old, which often leads to the inventory of up to 2.3 million goods in the warehouse until the end of the year.

In fact, the market is changing, consumers' consumption concept and consumption demand are changing, and men's clothing enterprises should also change in time, and keep pace with the times, so that they can develop better.

It is very famous in the clothing industry today.

Spain's ZARA

Sweden's H&M, the United States GAP and Japan's UNIQLO four brands, sales performance must be looked up to, for example, in 2009, the sales performance of ZARA exceeded 160 billion yuan.

This is a lot of men's clothing enterprises do not dare to think about things.

But this is the fact and the way out.

Because ZARA, H&M and other four brands adopt the fast fashion type business mode, that is, fashion design and a variety of small forms, which bring rich and colorful choices to consumers. The price of products is only 1/10 or even less than that of brand similar products such as LV, GUCCI, ARMANI and so on, so as to win the favor of consumers all over the world.

Obviously, business models that meet the needs of the market and consumers are very important.

Men's wear

Enterprises do not pay much attention to the needs of the market and consumers. They design their products and business development only by their own ideas, which lead to the disconnection with the terminal sales of the market, thus forming a huge inventory product that makes people worry.

In view of this reality, the majority of men's clothing enterprises should be sober minded, walk out of the traditional operation ideas, study their target consumers according to their products and brand positioning, clarify their real consumption needs, and then "meet" their needs, thus forming a unique business mode or marketing breakthrough point, and ultimately achieve the sales performance of fiery.

This is a very important point.

Therefore, the majority of men's clothing enterprises should use "wisdom" to fight the market and create a successful business breakthrough by creating a practical business model or looking for marketing breakthroughs.

Many men's clothing enterprises do not do well in the product system, either the products are old fashioned, or the products are old fashioned, or the quality of products often causes trouble. They are either shrinking or fading, or the supply of products is not timely, often on the new year's day, even the cotton padded clothes are not on the shelves, for many reasons.

Just because men's clothing enterprises fail to do well in the product system, they often lead to a lot of business lost in terminal sales, plus brand names are not known, prices are more expensive, store terminals are relatively partial and many other reasons, which makes sales of franchised stores more difficult.

So, the manager and salesperson pressure is not big.

Obviously, the imperfect product system will seriously affect the terminal sales of men's clothing enterprises, resulting in the loss of many businesses.

In fact, this is the least mistake that men's clothing enterprises should make.

Therefore, men's clothing enterprises to achieve "one city a year sales of ten million yuan" sales performance, we have to work hard to perfect the product system.

In particular, product quality, product style, product fabric, product style, product mix, new product updates, seasonal new products, etc., should try to meet the needs of the market and consumers, without dragging terminal sales.

As a matter of fact, as long as men's clothing enterprises spend a lot of time, whether they adopt self-produced mode or OEM mode, they can make the product system quickly, efficiently and with high quality so as to better meet the real needs of consumers and make the sales terminals achieve a better sales performance.

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Warm and lasting

The shop front image of men's clothing brands tends to develop in two ways, either as elegant or luxurious display to luxury brands, or stacked up like a stall.

These two kinds of store image are hard to promote consumers to purchase products quickly.

Because although elegant display image, but the product and price is not up to grade, so choose.

Luxury goods

People will not choose to buy, and ordinary consumers feel that their products are too expensive and can not afford to spend, and naturally they will be excluded.

On the contrary, the display of goods in the stalls gives consumers the impression that their products are not good enough to look down on their products and brands.

There is no doubt that different store images will attract different consumers and promote different sales performance.

Obviously, men's clothing enterprises should carry out scientific store image building according to their brand positioning and target consumers.

In particular, we should work together in the overall image of the store, the decoration of the shop, the decoration of the shop, the display of the product features, and so on, so as to create a hot storefront sales atmosphere and a warm store image. This is very critical.

If the store image of men's clothing enterprises is too "elegant", it will appear cold, coupled with the sparse flow of people, the entire sales shop appears cold and cheerless, it is difficult to improve the terminal sales performance.

Therefore, men's clothing enterprises should spend some energy in store image, not demanding high or low.

Only when the sales atmosphere of the storefront is strong enough to create a striking and warm store image, consumers will be happy to enter the store to purchase products, and the sales performance can quickly rise.

At present, most men's clothing enterprises are lazy. Generally, they do not engage in marketing activities to attract consumers and achieve better sales performance.

The men's clothing store with sales terminals located in shopping malls is also better, because the mall has a lot of activities in the year to attract sales to attract consumers to stimulate the overall consumption, so that the sales performance of each store has increased.

And the men's wear shops with sales terminals located on the streets are much laziness, or seldom engage in activities, either late or late, or lack of attraction for activities.

In this way, sales performance is not ideal is also expected.

It can be seen that the sales terminals of many men's clothing enterprises always fail to get performance, which is greatly related to the operation of the terminal's marketing activities or the poor operation quality.

Lack of brand awareness, no brand influence, product sales will be even more difficult.

This is no exception to men's wear products.

At present, most men's clothing enterprises do not pay attention to the promotion and promotion of the regional market.

Most men's clothing enterprises usually set up sales stores in the regional market, and then sit in the store and wait for customers to pick up products. Instead of promoting brand promotion in the entire regional market, most men's clothing brands have entered some regional markets, but consumers in the regional market hardly know their brands.

Obviously, in the face of the nameless men's wear brand, the male consumer's picking is becoming more and more serious.

In view of this reality, under the premise of taking the ordinary business operation mode, we must also carry out a sustained and effective marketing and promotion so as to attract more consumers' attention to this brand product.

Therefore, men's clothing enterprises should learn to carry out effective brand promotion and promotion in the prefecture level market, especially low cost and three-dimensional brand promotion and brand promotion.

To do well in these two points, men's wear brands will quickly come to the fore in the prefecture level market and become the well-known men's wear brands in the minds of consumers. Their sales performance will naturally rise with the wind and will be beautiful.