Generally speaking, the starting capital of brand management should be at least100-500 million RMB, and it should be sold after delivery. However, in fact, there has been a brand myth out of nothing. In August 2002, a new brand of women's clothing in Wenzhou decided to hold a brand launch conference two weeks later. In order to do it in one go, the company recruited three clothing wholesale salesmen in seven days; At the same time, the news of the meeting will be released through the media. Everything was ready, except for the east wind. However, the plan was not as good as the change, and the sudden resignation of designers and board makers almost turned the conference into a joke. The reason is that all the sample clothes are not ready yet.

Nevertheless, the tenacious character and indomitable spirit of Wenzhou businessmen did not shake their schedules. Through recruitment, the new designer was completely settled until the day before the press conference. The sample clothes brought by the new designer from home were sent to the press conference of Wuzhou Hotel without even posting the trademark. Due to the advertising effect and the efforts of recruiting new business personnel, more than 100 wholesalers from all over the country gathered to release lunch and dinner, which covered up the rush of product launch. For some generous dealers, the future of the company depends on the boss's character and degree of hand; For the hero of this story, 200,000 possessions are all placed on the venue and dining table. Next, what we need to do is how to deal with these businesses visiting their humble companies on the spot.

At this moment, something wonderful happened. The boss specially arranged for all customers to negotiate in his remote office on the same morning. When the merchants were brought to the company by bus, they found that although the company was small, the door of the finance room was full of dealers waiting to pay the deposit. Among them, there are many two dealers from the same area who fought bloody battles for exclusive distribution rights. This actually gives everyone

Signal: Be sure to place an order immediately! In this way, 40 customers, large and small, ranging from several hundred yuan to 30,000 yuan, all paid the deposit. It was with this first deposit of * * * 500,000 yuan that this enterprise produced the first batch of autumn clothes in 14 days, thus taking an important step. At present, the brand's annual sales have exceeded 50 million yuan, and it has 90 outlets in China.

Raiders 2 anti-customer orientation

The new brand is very risky. If you don't take the marketing route of wholesale operation, you are bound to experience the pain of opening your own shop. Not to mention the huge cost of building a store, the preparation of products alone is a headache. I'm afraid I can't open so many stores with too much preparation. If the goods are in my hand for three months, they are worthless. Without preparation, we can't even hold up a counter. If it doesn't last for a few months, it will close.

A famous professional clothing company used to be a menswear agent in Hong Kong. Before establishing its own brand, the company sold women's clothing as an accessory product in men's clothing stores. Although there are not many varieties, they are profitable. Of course, in order to make the two brands appear in the same counter, the company has also done the necessary public relations work. After half a year's running-in from 65438 to 0996, the company completed the necessary capital accumulation while exploring the market demand, and successfully went public in mass production from 65438 to 0997. At the same time, the original men's clothing store was gradually replaced by its own brand with higher profits and more sales, and soon became one of the top ten similar brands in China.

Raiders three borrow chickens to lay eggs

Not all operators have the opportunity and strength to represent other people's brands. Many experienced designers can't create their own brands because they don't have enough financial support. Some of them choose to cooperate with others to establish and maintain their brand development. In this kind of enterprises, designers generally hold more shares, so the company's investment scale is often small, mostly in partnership with classmates or friends. If you start low, natural progress will be slower. In particular, many designers who have come back from overseas or even won prizes will gradually become uncomfortable with businessmen's thinking that brands are getting lower and lower, marketing is marketized and design is vulgarized, and the result will surely end in failure. But some big-name designers are very smart. After returning to China or completing their studies, they will first work for others in a large enterprise, and then use the financial strength of these enterprises to complete their brand dreams. At the same time, they also use the media to promote themselves. These large enterprises often have no financial pressure in the near future, which allows designers to boldly complete the design concept of "high-end-high-end", which seems to be only for fame, not for profit. Two years later, although the company suffered some losses, its brand image remained. At this time, designers have understood the market rules, and they can easily seize the selling point in the competition of high-end brands. As a result, a batch of accumulation completed by part-time jobs has become the source of power for independent brands. This is the magic weapon for the success of many famous designers abroad, and now a large number of similar successful cases have emerged in China, which is worth learning from entrepreneurs in the clothing industry.

Raider four-bar coup

1At the end of 996, most people were not optimistic about the Tianjin market, and some famous professional women's wear in Beijing were preparing to withdraw from the market (in fact, the main reason was that these brands generally adopted the distribution system in the Tianjin market). Our goal is only one, that is, to quickly open up the Tianjin market and win customers, because the competition at that time was still relatively small. Although the consumption capacity of Tianjin is far lower than that of Northeast China and Beijing, we find that the reality is much more difficult than we thought. At that time, two quasi-high-end shopping malls in Tianjin, Tianjin Friendship Shopping Mall and Arc de Triomphe Shopping Mall, had sales of less than 30,000 yuan in the first month. Therefore, despite our good quality and style, no Tianjin citizen is willing to subscribe for our relatively high-priced new products.

In order to meet the market demand, we urgently transferred a batch of low-discount promotional products to Tianjin and sold them at a price close to the cost. At the same time, 100-400 yuan vouchers will be issued. After the Spring Festival, when our new products came on the market, a large number of citizens returned to our counter to spend their coupons. This cycle lasted for 2 months, and achieved immediate results, and the brand also had a huge fixed consumer group. In the following years, our products have been the best in this field. Now, our method is also more branded. Because the VIP tracking system is becoming more and more powerful now, I will introduce this in detail in the future Raiders of "Hiding the Knife with a Smile".

Introduction to five bitter meat introduction

Presumably this is the usual strategy of many clothing company bosses. At present, in the northern market of China, the shortage of sales windows is more serious. In order to attract franchisees, most garment enterprises have made great efforts in brand promotion.

Take Beijing as an example. If high-end brands can't open stores in Lufthansa and Saite, dealers will rarely come to you automatically. Therefore, brand enterprises have to work hard and be conscientious. It's finally my turn to start business, but the sales situation after opening may not be stable. Smart businessmen will try their best to keep the sales of signature shops. The author found that many manufacturers will send a large number of people to the signboard store to buy their products in cash in March and April, and more thoughtful brands will bargain at this stage and try to enjoy the brand display cycle in the mall. The purpose of the manufacturer is obvious and the effect is good. If you spend 30,000-50,000 yuan, you can increase the running water 10 to 200,000. My shop is crowded every day, and this small advertising fee will soon be earned back.