ESBACK Marketing Vice President Wei Xingzhang takes channel as the law of Wang Wei

Weixing Zhang, MBA, Xiamen University, China Commodity Industry, Practical Combat Marketing Expert, Garment Terminal Sales Training Specialist, Vice President of China Luoming Bay Loan Merchants Association, Marketing Vice President of Ningbo Yisijunkai Clothing Co., Ltd. Men's China Marketing Director, Guangzhou (Taiwan) Jin Xuan Clothing Co., Ltd. Marketing Deputy Director. She is responsible for brand planning and operations of high-end women's clothing. In the clothing industry for more than ten years, more than a dozen branch managers have been trained and more than a dozen marketing and regional managers have been trained. During the period of serving as manager of the talented men's Southwestern Region, he had creatively expanded a store every six days in Sichuan and was hailed as "the king of investment promotion" in the industry.

In March 2014, she became Vice President of Marketing for ESBACK, the largest designer in China. She spent only six months to emancipate markets such as Yunnan, Guizhou, Sichuan, Guangxi, Guangdong, Shenzhen, Anhui, Zhejiang, and accessories. The history of the “king of merchants” has been refreshed once, and the current market has shown impressive sales.

On December 8, 2014 in an interview with a special journalist of the Chinese brand clothing magazine:

Reporter: You Wei was honored by the industry as "the king of merchants" and a veteran marketing expert. Many people said that it is difficult to do business now, the cost is high, profits are low, and money is not earned. Many brands are in a relatively low state. However, the brand you serve is another kind of weather, not only rapid construction of the channel, but the terminal performance is good, what do you think is the difference between current marketing and previous marketing?

Wei: Yes,

First of all, I want to emphasize "ecological marketing." In short, it is to realize the sustainable development of the entire "ecosystem". This is related to the topic that I will discuss next.

Second, what I want to say is that we are now in the marketing era is not the same. To be precise, we have now entered the 3.0 marketing era.

Reporter: This word sounds very novel. Can you say what is the 3.0 marketing era?

Wei: Yes. Just as the American economist Kotler divides marketing into three eras, the first one is marketing 1.0. As Henry Ford puts it: “Whatever color car you need, Ford has only black.” This is the product. The era of the center. The core of this era is product management. Marketing is also limited to one of the seven functions supporting production activities. Its main function is to create demand for products. McCarthy's 4P theory is regarded as the 1.0 era: developing products, setting prices, promoting sales, and establishing channels. In short, marketing is still at the tactical stage, and it hardly requires any innovation. The era of marketing 1.0 is basically the era of the seller's market.

Since the 1970s, the world has gradually entered the era of the buyer's market: products are becoming more and more abundant. In order to compete for customers, enterprises have begun blind competition. At this time, more marketing factors were born, such as customer, cost, convenience, and communication highlighted by 4C. Marketing is also increasingly drawing attention from companies in the era of insufficient customer demand, and has gradually increased from a tactical level to a strategic level. Marketers realize that to create demand more effectively, we must change from a product-centric approach to a customer-centric approach. The emergence of the STP strategy is the core symbol of the marketing 2.0 era. It emphasizes the segmentation market, target market and positioning. In fact, this is the most commonly used marketing strategy model in current marketing.

Since the 1990s, computers and the Internet have gradually entered people's lives. With the deepening of networking, humanity has also begun to become highly interconnected, information is no longer a scarce resource, and consumer news has become very well-informed, and it has also greatly promoted the spread of word of mouth. In order to adapt to these new changes, marketers once again started marketing changes and focused more on human emotional needs. The new era of marketing concepts also came into being, such as emotional marketing, experience marketing, brand asset marketing and so on. The previous consumer-oriented traditional market positioning model has been unable to continue to create demand, and today's marketers must also pay attention to the consumer's inner needs. This is what Kotler said Marketing 3.0.

The photo was a photo of Mr. Wei Xingzhang and Mr. Deng Chao, a super movie star. Deng Chao, left, Wei Xingzhang, right.

Mr. Wei emphasized that the current achievement of Yishijunkai's brilliant performance depends on our good integration of 3.0 marketing into the construction of the channel and the fact that our business invitation is actually very simple. We are very convinced that ESBACK's corporate culture and brand spirit are perfect. The combination of channel marketing and terminal marketing has fully realized the brand's "ecological marketing." In the final analysis, it is to realize the sustainable development of the brand, allowing brands, franchisees and customers to integrate into a complete “ecosystem” and achieve a good development situation of “same life, long cooperation and win-win cooperation” from material to spiritual. In the new year, we will continue to improve our “eco-marketing” and solidify our brand's sustainable development.