Its Cobalt Men'S Clothing Teaches You How To Create Differentiated Brand Sales Service Terminal.

Shops are the most direct and effective way to convey brand image and brand information.

More and more clothing enterprises realize that the function of the sales network needs to change from a relatively simple clothing sale to value-added services, image display and new product distribution.

Therefore, the competitive focus of garment enterprises has gradually shifted from the background product design to the front stage product marketing.

To create differentiated shops to embody the shops of individual products attracts customers' attention, which has become the competitive theme of garment enterprises in marketing terminals.

Its cobalt menswear brand products show

Differentiated store management

The sales terminals of clothing industry are mainly stores and stores.

In the past, in order to sell the products as quickly as possible, and quickly occupy the market and create brand influence, most enterprises adopted the terminal marketing mode of joining, distributing and agent system. Even though the enterprises had considerable requirements for franchisees, shops in different places were still not easy to form a completely unified brand style, so it was difficult to form a consistent brand effect in different market terminals.

The purchase of clothing is a typical perceptual consumption. The guidance, promotion and display of terminal channels of clothing products play a decisive role in the promotion of consumer purchase and brand, and sales terminals are the best way to collect consumer information. The terminal construction of brands is imperative for the current enterprises.

Most enterprises have realized this, and have begun to attach importance to the unified and standardized management of franchised stores. They have strengthened management through expatriate supervisors, expatriate managers, training of franchisees, and at the same time create a unified image in shop decoration, counter display and product mix, so that people can identify their brands at a glance.

In the process of terminal construction, enterprises should formulate strategies suited to their own strength.

Some clothing companies with brand awareness and reputation have chosen the flagship store to display their brand image and strength.

Flagship stores often create a shopping environment full of human feelings, and can attract people's attention very strongly in decoration, style, scale and so on, so that customers can feel the brand culture imperceptibly and experience a brand new concept of life.

Because a large store has higher requirements for enterprise cost and terminal management, the brand that is growing up should not blindly pursue big shops.

The characteristic dragon business men's clothing has a very clear idea in terminal marketing. It adopts the store construction strategy of "two level market, three tier cities as a supplement, and a city at the same time", which reduces the cost while the targeted brand and culture of the enterprise are delivered to the consumers who are in line with their own product positioning.

From shop location, decoration, furnishings to product mix, every detail has room for creation, creating differences.

The industry estimates that, in the 07 year marketing channel reform, next year, clothing enterprises will have more actions in the marketing terminal construction.

Soft terminal construction to enhance brand image

The management of site selection, decoration, display and so on all belong to hard terminal construction. In fact, when enterprises are strengthening terminal construction, they tend to neglect the construction of soft terminals.

Soft terminal construction includes personnel dress, appearance and behavior, personnel quality and conversation, hospitality attitude, understanding of the company's situation and product knowledge, ability to observe and act according to circumstances, as well as customer relationship, advertising support, product popularity, product reputation, corporate identity, corporate identity, sales policy, cooperation and harmony.

The perception of consumers or customers to enterprises and brands is often done through terminal pactions.

The essence of the brand should be a result of a kind of enterprise's values through communication and communication with consumers or customers. The communication and communication of such values are mainly carried out by people. Therefore, the construction of soft terminals is the core of brand image building.

For an enterprise, the product displays its charm through terminal sales. In the process of product sales, consumers purchase not only the physical properties of products, but also the feeling of their communication with salesmen.

In the same shopping mall, why do consumers who have repeatedly chosen to conclude pactions with a salesperson of a brand while the sellers of other brands are left behind? Is there really such a big difference in products?

And be not so.

For consumers, the real useful part is not much different in physical performance. The conclusion is that the salesman's comprehensive performance is achieved.

Winning the terminal has become a hot topic in today's enterprises. What is the end of the battle?

Combined with the shaping of corporate brand image, it is actually the shaping of employees and teams, and the operation, investment and integration of products and related resources.

In terminal construction, soft terminal construction is more important and more difficult.

At the same time, there is no good soft terminal construction, most of the hard terminal elements are difficult to implement, and can not play its role. The management and maintenance of hard terminals is also difficult to play its role and effectiveness.

In the process of brand image molding, enterprises should take the construction of soft terminal as the starting point, strengthen the key points of the docking of enterprises and consumers: customer consultation, after-sale expansion, the performance of social public welfare activities and exchanges with dealers and so on, and then combine the terminal construction, create the terminal which is different from other enterprises, make the terminal truly become the key place and powerful means to show its quality, display its taste, practice its character, disseminate its moral character, and also be the centralized place of enterprise value dissemination.