Hong Kong WISDOMB Zhen Chi America Experience - Market Management

Excellent market management not only to let consumers know Ching Chi Mei, Ching Chi-cheung beauty, but also to make consumers like Ching-chih-Mei, Ching-chi favor the United States. On the basis of the existing huge market share, it has become one of the most thought-provoking problems in Zhen Zhi-Mei's dress at the present stage that how to conduct detailed subdivision of target markets and implement refined brand marketing. Based on this, the Company mainly targeted the market by price, product, location and promotion to assist franchisees in their strategic marketing strategy. The Company not only strengthened the brand building of Zhen Zhi Mei in the terminal stores, but also promoted the hot sale of each store.

Optimize the store location, learn from each other to sell better
Good sales, have to look at the location is good, the popularity is not flourishing. The store is usually located in the center of the city's commercial main street, consumers will feel that the brand is very powerful, very upscale, "overwhelming," not only conducive to consumer oral communication, but also spend a small amount of advertising costs are very Good publicity effect. And the storefront located in the slightly remote commercial secondary street location, usually because of the small flow of people can not make a large number of purchases, such stores on the higher advertising requirements, the need for early advertising to expand brand awareness, contributed to the purchase. As the saying goes, the wine is not afraid of alley deep, as long as good quality clothing, cost-effective, will certainly get the pro-Lai consumers, and appropriate advertising is also necessary.
In accordance with the requirements of the company's shop, most of the Zhen Zhi Mei stores are set in the local city center, commercial street, well-known clothing city, a good location through the store on the location of Zhen Zhi US brand for high quality communication, and more With the efficiency of the product to enhance the daily sales. For this type of storefront, the company further consolidated its geographical advantages by optimizing the storefront brand image, creating an entire store image, and optimizing advertising. For the shop later, it is impossible to find the facade in the commercial strip, back and seek second in the commercial street opened the store, the company focuses on the scientific planning of its brand advertising strategy, when advertising, advertising, advertising The length of time have done a specific deployment.

Precise market positioning, strong brand promotion
Throughout Jeremy's response in the market, the main sales performance depends on the long-term product quality of the old customers and word-of-mouth customer base, in the special holiday promotions, advertising effect can pull a larger part of the purchasing power. Consumers generally reflect the higher degree of recognition of Zhen Zhi-Mei, Jeong Chi-Mei's brand awareness and reputation are very satisfied. From the sales data, Zhen Chi Mei is still ahead of other peer apparel brands, whether it is opened, or holiday sales, or daily sales, Jung Chi Mei's product sales very fast, take the volume. It can be seen Zhen Zhi US apparel in the domestic market has formed a very good comprehensive competitive advantage and brand advantage. From this we can prove that in the absence of a strong brand promotion and shaping the premise still have such a good sales performance, then there is reason to believe that conduct deep plowing, to take an active brand marketing, brand sales will be assured with a good brand Doubled. From this, we can see that the development of Zhen Zhi US dress has great potential and opportunity. After analysis, the company adopted the following market strategy:
First, create a strong brand status. Zhen Chi Mei's current design style, in line with the popular trend and beautifully crafted, to show the noble, gorgeous temperament, in line with urban upstart and white-collar workers in the high consumption, in the business women's style has a distinct feature and style. However, we still need to actively shape and guide the product design philosophy, life philosophy and consumer value orientation.
Second, strengthen the first brand image. Zhen Zhi US product quality and grade have the basic prerequisites for brand communication, through the system of brand image and promotion will achieve significant sales performance improvement.
Third, strengthen brand awareness, the formation of overwhelming advantages. Women's business is currently the main high-end consumer market products, product mix to market. Through the creation and promotion of Zhen Zhi Mei's brand image, the market share will form an overwhelming advantage.
In addition, in order to create a sustainable purchasing power and word-of-mouth reputation for the introduction of purchasing power, each store, especially in the existing storefront customer information, based on the establishment of a sound electronic customer management system. Not only can facilitate the provision of perfect after-sales service for consumers, in the holiday promotions, the new listing, but also the first time to inform potential consumers, in special festivals, festivals and greetings of consumers Greetings, so consumption Feel the most humane service and care.

Quality and cheap, high cost detonated snapped up frenzy
Because there is a huge production base and advanced production equipment for the guarantee, so both in terms of design, technology, or product quality, Zhen Zhi US clothing are first class. Even more commendable is that in ensuring product quality, quantity, while the price is lower than similar apparel brands more than 20%. Its brand appeal, reputation and reputation are also high. This big clothing from the very beginning of the development of the domestic market, a clear positioning in the "quality and cheap" price strategy, this is not a price war, but the company in the science of production costs, try to squeeze the marketing level, the most flat Management mode, the maximum profit to franchisee, franchisee none other benefits to consumers. Many consumers who bought Zhen Ching-mei feel "just entered the Virgin shop, to see such a stylish decoration, so many stylish and noble clothing products, people think for the first time this is a big international apparel, guess the price It will be very expensive. The results of a circle to know, this brand is good, good quality, but the price is very low, this is the highest cost we have seen big-name costumes.

Four series of heavy attack, product protection Sell Huan
In order to reflect the company's support for the store to maximize, WISDOMB's business fashion series, business and leisure series, business elegant series, business cool series all dispatched to ensure that each store's product supply, at the same time, the company also creative at A store devaluation "to buy clothing, free image shaping" activities, Jean-chi of the United States consumers can not only buy pleasing clothing, but also to solve the problem of personal image-building, save time and money and peace of mind, by The hot pursuit of consumers. The company's professional clothing consultant also personally sits in the store, for consumers to wear tips, with the skills of the problem, to provide consumers with more personalized service.