How to market and attract investment for new brands?
For many brands, especially those new to the market, attracting investment is the most critical step to open the market. In today's market situation, the ranks of clothing dealers are also mixed. How can we recruit the most suitable partner?
Before inviting investment, you should plan and design your channel scientifically on the basis of defining your brand positioning, give your channel a positioning and choose the most suitable channel model. At present, the mainstream clothing sales models mainly include the following:
1, wholesale mode
The goods are mainly sold by wholesalers in some large wholesale markets, because the wholesale market has a wide radiation area, and the sales outlets of many large wholesalers cover the whole country. Using their network, we can quickly spread the products on the market and quickly realize the withdrawal of funds. This is a common sales model of some middle and low-grade products in China.
2. Franchise mode
In the form of franchise chain, the joining headquarters of the company directly develops terminal franchisees, or joins middlemen to develop terminal franchisees. The terminal operates according to a unified brand style. Nowadays, most casual wear brands adopt franchising.
3. Agency mode
This model generally divides the national market into several market regions according to regional characteristics, and sets up agents in each region. The enterprise authorizes the agent to be fully responsible for the product sales in this area, and the agent develops and manages the subordinate terminal manufacturers.
4. Branch mode
Manufacturers directly set up branches in various regions, directly develop and manage terminal manufacturers, or open self-operated stores to enter shopping malls, counters, supermarkets, etc.
What channel model will your brand adopt? After determining your own channel positioning, you can conduct investment promotion. Usually clothing enterprises mainly attract investment in the following ways:
First, attract investment through media advertisements.
Advertising in the media can quickly spread the investment information of products, which is a relatively fast way to enter the market, but the cost is high and most of the information is conveyed to unexpected customers, which is a great waste. Generally, print media is more suitable as the carrier of investment promotion advertisements because of its large amount of information, stable stay and long preservation time.
1, media selection
Industry media: The main content of this kind of media is centered on clothing, so it has great influence in the industry. The readers are mainly people in the industry, such as China Clothing News, Clothing Times, clothing dealer information, China clothing, clothing industry and other media. Of course, industry media can be further subdivided. Underwear fashion and fashionable underwear can be selected by underwear manufacturers, and beauty fashion and health beauty can also be used to adjust clothing.
Professional Media: At present, there are three best professional print media in China: Sales and Market, Commerce and China Business News. Customers recruited through this kind of media may not have clothing experience, but generally have advanced market operation consciousness and strong market operation ability, but the prices of these three media are relatively high.
Popular media, such as "friends" and "family", because of their large circulation and influence, and the low threshold of the clothing industry from Yemen, can also attract some investors with idle funds and interests to join. Many enterprises often only publish image advertisements in this kind of media. As everyone knows, this is also a good carrier for attracting investment. Of course, it also depends on what level your brand is positioned at. Generally, this kind of media is only suitable for mass brands. The author operated two clothing brands to publish investment advertisements in this kind of media and achieved good results.
Now, the rapid development of emerging media such as the Internet provides another effective way to attract investment. With the rapid increase of netizens in China, the daily click rate of many clothing websites has exceeded several hundred thousand, and the network has gradually become a new media upstart to attract investment.
In addition, posting large-scale outdoor investment promotion advertisements in the main position of the clothing wholesale market can also play a good investment promotion effect.
Media selection should be flexible according to the target of investment promotion, such as investment promotion in a certain region, and strong media in that region can be considered.
2, the content of investment advertising
Your investment advertisement must be attractive, because there are too many clothing brands attracting investment now. In the limited space, you must convey your product information and certain franchise policies in detail, so as to effectively attract the attention of franchisees and arouse their interest. Clothing advertisements are often more attractive with pictures and texts, and some creativity should be added appropriately.
Also, remember that investment advertising is based on the principle of fostering strengths and avoiding weaknesses, focusing on your strengths.
Second, China Merchants Association.
Merchants Association is the most effective way to directly promote investment to target customers, and it can often have a good effect when combined with product launch (fashion show). Usually the competition needs the following process:
1, determine the target customer base. Is it a national investment or a regional investment?
2. Determine the theme, time and place of the competition. Is it mainly to show the strength of the company? Or is it mainly based on the company's new product release? It also involves other major activities. For example, on the occasion of the 10th anniversary of its company celebration, a company launched a second brand and conducted national investment promotion, and also launched a "Ten-year Classic" fashion exhibition, which was highly recognized by the participating customers and made many new customers convinced of the company's strength.
3. Send invitations and promotional materials to target customers.
4. Select executive models and determine promotion issues such as fashion shows.
5. Advertising competition in effective media.
6, a few days before the meeting telephone tracking customer participation.
7, determine the customer's catering, accommodation and other matters.
8. Meeting, showing the strength of the company, explaining the company's sales policy, joining plan, models taking Xiu Xiu products, etc.
9. Negotiate and sign the contract.
10. Relevant personnel should follow up the business.
It is very effective to adopt the form of investment promotion meeting in general regional investment promotion activities, and it is relatively easy to organize and operate, and the cost is not very high.
Third, exhibition investment.
At present, there are many kinds of fashion exhibitions, the most influential of which is CHIC China International Fashion Fair held in Beijing every year. This exhibition can be regarded as a large-scale event for people in the clothing industry. Many well-known manufacturers, agents, raw material suppliers and underwear practitioners can be seen at this exhibition. If you can cooperate with the fashion conference at the exhibition, you can directly show the company's strength and product information to the target customers.
Clothing exhibition is subdivided into many categories, such as casual wear exhibition, underwear exhibition, children's wear exhibition and women's wear exhibition. Each exhibition directly faces the target group, and you can choose the appropriate exhibition according to the ownership of your products.
However, with the rapid development of convention and exhibition economy, there are too many kinds of exhibitions, with different effects and different qualities of organizers. Some exhibitions themselves have little impact, but they are greatly exaggerated in propaganda, which leads to many exhibitors failing to achieve their scheduled goals. Therefore, before participating in the exhibition, you must know something about the history of the organizer and the exhibition to avoid being fooled.
When you use the exhibition to attract investment, you must keep up with the related publicity and promotion work. In fact, attracting investment for exhibitions is a direct game with competitors. Speaking needs strength and style most. How to be different and stand out from the crowd, please think carefully before participating in the exhibition.
Unless there are enemies, no category can succeed. Any new brand must have an enemy.
People, otherwise you can't succeed.
The best way for customers to remember new categories is to attack old categories with new categories.
Category competition
Each new category enters customers' minds by comparing with the original category. The new category regards the original category as an enemy.
Competition is good for categories and good for brands. However, companies always ignore competition and prefer cooperation. In multi-brand companies, management always tries to create a group of friends, not enemies.
So they always use the company brand or brand among this group of friends.
What a terrible strategy. You should make your brand or the category represented by your brand compete with other brands and categories, and also compete with each other internally.
It is impossible to manage a super-large company that develops in many directions. People with one watch always know what time it is, but people with two watches find it difficult to determine the time.
The best way to ensure that your company is moving in the right direction is to make enemies first. Then turn your eyes to your enemy and make sure that every action you take will weaken his position.
Launch a brand
Tall oak trees are made of tiny acorns.
The biggest and strongest world-class brands all start with small concepts. If you try to use a lot of resources to forcibly develop your new brand or company, including making a huge advertising budget, you can't succeed.
Plants will be killed if you water or fertilize too much. Similarly, this practice will also kill the brand.
The most powerful and lasting brand is created through the differentiation of the original category. But differentiation is a slow process.
Branching takes time. Even a new category takes time to be recognized as a new category. So how to launch a brand? There are two theories.
Comparison between theory a and theory b
Theory A (which stands for "airplane") refers to airplane launch. Your brand glides slowly thousands of feet on the runway and flies off the runway under great thrust. After the brand flew in the air for a while, he began to accelerate into the cruising altitude.
Theory B (for the Big Bang) refers to rocket launch. Your brand launches like a rocket and then goes into orbit.
Advertising tends to be launched by rocket ship, because advertising planning is traditionally launched by big bang.
Yes This is the only way to get enough attention from the noise level.
PR has no choice but to take off by plane. Public relations plans are carried out over a long period of time.
What is the situation in the real world?
Does the new brand take off like a rocket ship or like an airplane?
Let's look at a typical new brand in the beverage industry. It took four years to make its annual sales reach $654.38+0 billion, and another five years to make its annual sales reach $654.38+0 billion.
This brand is Red Bull, mainly created by public relations. It takes off like an airplane, not like a rocket.
According to a recent research report, it takes an average of six years for the early sales of new products to grow slowly and suddenly accelerate into the mass market.
Brands that take off as fast as rockets usually become a fashion. today
Yes, it will disappear tomorrow. But that doesn't mean you don't want your brand to grow as fast as possible. But be patient. Differentiation takes time. People are skeptical about new and different things, and the typical reaction is: "I will wait and see if this new concept is valuable."
Two problems: reputation and tradition.
There are two problems in launching a new brand that defines a new category:
The first issue is credibility. The new concept is not credible, especially when it is introduced in advertisements. This makes the most effective marketing plan when launching a new brand start with public relations activities. Public relations promotes word-of-mouth communication and builds credibility for the brand.
The second problem is "tradition". People want to buy "traditional" products. In other words, people want to buy what others buy, and don't want to be seen as unconventional.
Fortunately, some consumers think they are unconventional. They are not only willing, but sometimes even eager to try new things. The trick to launch a new brand is to establish contact with non-traditional people.
The best way to deal with these two problems is a public relations strategy called leak. Before the brand was ready to be released, you disclosed the information of the new brand.
If you don't get into the minds of potential customers first, you won't succeed.
How to get into the mind of customers?
For most marketers, the traditional answer is advertising. In fact, advertising is not a good way to launch a brand.
Advertising lacks credibility, and credibility is a key factor in the process of building a brand. Only public relations can provide credibility and let your brand enter the minds of customers.
If your brand can make news, you will have a chance of public relations. The best way to make news is simple: release a new category, not just a new brand. News media should talk about new things, events and hot spots. In addition, others' evaluation of your brand is more powerful than your evaluation of yourself. It is for this reason that public relations is usually more powerful than advertising.
Seven steps to launch a brand by means of public relations
Launching a brand through public relations and advertising are two completely different things. We strongly recommend that all new brands can only be launched through public relations. The startup process consists of seven steps.
Step 1: Show
The media likes internal reports about what will happen. If you don't put your new product
It wastes huge resources to disclose the details of products or new services to the media. People like to talk about
What? Gossip, gossip and insider, of course. So is the media.
Advertising is just the opposite. Advertising planning is usually carried out on a large scale like Normandy landing. extensive
Advertisements are usually kept secret until the first commercial is broadcast.
Step 2: gain momentum slowly.
The company must set aside enough time for the public relations plan to gain momentum. It is for this reason that men
Customs usually starts months before the details of new products or services are finalized.
Fortunately, slow growth and the way most consumers accept new products or services.
This is a match.
Step 3: Recruit allies.
Why do you act alone when you can ask others to help you pass on the message?
The slow development of public relations planning gives you enough time to recruit allies for your career.
Who is your natural ally? "The enemy of my enemy is my friend."
However, there is often not enough time to jointly support the brand launch in the form of advertising explosion.
Who?
Step 4: From low to high.
You must start with small media, then turn to industry publications, and then turn to general business.
Version. Finally, you may see your new product or service being night news by NBC.
Report.
Each level of the ladder will increase the credibility of your brand. If you broadcast directly to the whole country,
Contact the company, then you may be rejected immediately. But if they see your new product,
Or Time magazine reported this new service, then they will probably call you.
Step 5: Adjust the product.
Feedback is an important factor in public relations. By launching public relations before the product is officially launched
Activities, there will be enough time to make corrections before the product goes on the market. This is a great advantage.
But once the advertising plan is launched, the company can only accept its fate. There is very little feedback in the product.
There is not enough time to correct a product or service before it is introduced to consumers.
When dealing with the media, modesty is better than boasting. If you seek advice and consultation, you
You may get valuable ideas.
Step 6: Adjust the information
When you launch a new product, you usually find that you have many functions that can be gilded in the product.
On the card.
Which feature should you pay attention to?
The media can help. What attributes do journalists or editors think will eventually be? After all, the media
Look at new products from the perspective of consumers. Their opinions are not only helpful to you, but may also be right.
Very convincing to potential customers. They control the opinions of customers. You want to offend them.
Is to take your own risks.
Step 7: Trial operation
New products or services should be launched after the implementation of public relations planning. When you're ready,
The product can go on the market. In other words, after the media reports. It won't be too early, and it won't be.
It is too late.
Marketing, like life, timing is everything. Use the right public relations at the right time.
Launching the right product is an unstoppable combination.