The Philosophy Of Expanding Clothing Brand

2010

Nesting in more regional markets, or entering new markets in the near future, has taken a firm foothold, formed a large scale, and seized a certain market share.

What's different is that in 2010, the "bird in action" has made an admirable sales return. So far, the doubling sales growth shows the correctness of the strategy and the better implementation of the whole expansion plan.

To a certain extent, this is due to the appropriate policy of joining the club.

Specifically, in relation to agency

Support in place

A summary of the 2010 market expansion proves that the most successful case of the expansion of the birds is from Zhejiang.

One of its agents in Zhejiang opened 11 branches within a week of August.

The expansion enthusiasm of the agents shows that the company is profitable and the specific support plan of the company is feasible.

Under the strategy of the company's overall expansion, the "noble bird" has provided a series of subsidy support policies to the agent dealers. It is precisely these policies that are in line with the market strategy of the whole bird, which has stimulated the enthusiasm of the agent dealers to follow the expansion.

For example, in 2010, you provided a comprehensive and comprehensive subsidy policy, including the terminal cost of image promotion, rent subsidy for shops and goods support.

At the macro level, the great bird launched a nationwide advertising campaign which greatly increased the market confidence of agents.

At the micro level, the "noble bird" even considered the shortage of funds in the expansion of the two tier dealers, and launched the support policy of the advance payment fund.

Among them, the most typical is the support of a bird dealer to a distributor in Ganzhou, Jiangxi.

Due to the full and detailed investigation of the Ganzhou market, the noble bird decided to have ample room for expansion and profit in the local market. At the same time, the fact that the competitor started to enter the market and let the birds feel the need for greater action. For this reason, after consulting with its agents in Jiangxi, you think you need to set up an image store in a main commercial street in Ganzhou, so as to radiate the surrounding market and drive the next level of market such as the development of the county level market. At the same time, it also grabs the opportunity to seize the opportunity to layout Jiangxi.

After cost accounting, the image store rent of this small area needs 1 million yuan of cost per month, which is beyond the strength of the local distributor in Ganzhou. Meanwhile, because of the shortage of funds, the dealers in Ganzhou are also not enough to set up this image shop, and even if the new store is opened, it is difficult to recover the cost.

This kind of uncertainty is likely to be "indefinitely" delayed in the absence of the overall expansion strategy and the specific implementation plan of the enterprise, and then be "suppressed" by the competitors.

However, the birds and birds avoided such things.

After many times of communication and cooperation with Jiangxi agents, you have strengthened the strategic significance of opening the image store in this area and the overall layout.

The Jiangxi agency also sees the profit margin of this image store under the help of "good bird".

In the end, the image store was opened successfully, and the Jiangxi agent paid 1 million yuan for the rent of the shop first, and opened the store to the Ganzhou dealer by "borrowing money".

During this process, the support of the precious birds encouraged the behavior of the agents in Jiangxi and the resellers' confidence of Ganzhou dealers.

At present, the opening of the Ganzhou image store proves the correctness of the previous market research by the Jiangxi bird and its agent.

In just a few months, the cost of the store will be recovered.

Layout of the three line Market

Whether the agents can be successfully and effectively motivated is the key to the expansion of the brand at present.

Because if the incentive is not in place, the expansion strategy with agent as the main performance will not be implemented, which will make the brand lag behind the expanding competitors and then have to pay higher expansion costs.

So far, the retail terminal expansion plan has been successful. Hundreds of new stores have opened their business to show that their agents approve of their current market strategy and provide profit margins.

Usually, the agent dealer has no strong brand name for the development of a single brand retail terminal.

The agency dealers who undertake the main cost of development need more profit return. Therefore, there will always be differences between the agent dealer and the brand dealer during the expansion process.

However, the expansion of the terminal is so obvious that since the beginning of 2002, the scale of the 5000 retail outlets has been achieved in only 8 years, because it can protect the profit margin of most agents.

According to the information provided by our company to our reporter, so far, the trend of the expansion of noble birds is that most of the dealers are profitable.

Wang Zhidong, a brand manager of the expensive bird brand, said: "there will be some dealers who do not make profits or even lose money, but the overall situation is not obvious. So far, the profit margin of our single store is good."

In this regard, Wang Zhidong's explanation is that the precise selection of the target market provides a possibility for the profit of the agent dealer and the expansion of the brand.

"For example, this year, most of our new stores are located in the central part of Guangxi and Yunnan, and the main line is the three or four line market.

In these markets, the cost of opening stores is not high, and the market space is relatively large. "

Wang Zhidong said, "at the same time, because the main competitors are opening up period, our expansion pressure is small, and profits are easy to protect."

The three or four line market, with the reputation of the national brand, is expanding smoothly. The agent in the three or four line market is more likely to undertake the development cost and the market potential of these national brands.

"Coupled with a series of supportive policies, the unified and effective management of chain stores, such as the opening of new stores, has detailed market research and explicit subsidy cost standards.

Therefore, in such markets, we have grown very fast, and sales have doubled.

Wang Zhidong said.