Brand Marketing Plan 1

China is the largest clothing processing base in the world. The total volume of clothing production is large, but the value of each piece is low. Our country's textile and apparel enterprises are seriously lacking in international business experience. There are almost no global brands. The brand's appeal to the market and multi-regional reach are insufficient. The market image of the company and corporate financial transparency are lacking. These are our weaknesses. . Today is the era of brand economy. After joining the WTO, the competition in the clothing industry is not only competition within the industry, but also competition from outside the industry. For example, Disney's "Miracle" brand children's clothing has entered the market and is very influential in the field of children's consumption in Chinese cities. . What my country's clothing industry lacks is not quality, but international brands and international business experience. We must create our own flagship products and build an international brand.

After joining the WTO, China's clothing exports will encounter the following problems:

First, clothing is a spiritual consumer product. In addition to its material consumption function, it also needs to have cultural connotation. This is an aspect where Chinese clothing is seriously deficient.

Secondly, with the internationalization of the consumer market and the branding of commodity consumption, the level of competition is much more complex than before. There is also a question mark as to how much chance we have of winning in the domestic market.

Third, openness is mutual. We have to rush out, and others have to come in, and the competition will become more intense.

Fourth, clothing processing is not a patent of China. The problem of competing for international orders will become more and more prominent. If the survival and development of enterprises depend on others, the troubles will be unavoidable.

Fifth, there is no unlimited openness. Non-tariff barriers, anti-dumping litigation, environmental protection and other issues will all become reasons to inhibit my country's clothing exports. Most of our products are low- to medium-priced and are prone to anti-dumping. Green clothing and ecological clothing with relatively high-profile brands should be areas we focus on developing.

In general, China’s clothing industry generally has low brand awareness and lacks well-known brands. As a major textile and clothing country, many clothing companies are still stuck in the stage of "what do you want, what do you do?" and "what do you have, what do you sell?". They blindly rely on foreign trade agency orders instead of cultivating their own brands, and are unable to face the international market. . Although a number of high-quality clothing products such as Youngor and Shunmei have emerged in China, there are only a few truly influential brands. Therefore, after joining the WTO, it is imperative for apparel companies to implement brand strategy.

1. How to build a brand

Although branding has become the common sense of domestic clothing companies, many clothing companies currently have a one-sided understanding of brand building. To achieve brand establishment, we must pay attention to:

First, building a brand is a systematic project

In the past few years, clothing companies all knew that famous brands are easy to sell and can be sold at high prices. But when it comes to branding, I regard the brand as a trademark, and focus all my efforts and thoughts on how to imitate famous brand clothes. The result of collective following the trend is that everyone is the same. Consumers only know the clothes but not the brand. Clothing companies produce the same clothing products as famous brands but cannot obtain the high profits of famous brand products. After learning from the painful experience, clothing companies began to hold high the banner of "designer" again. Unfortunately, the marriage between clothing companies and well-known designers has not gotten out of the "short-lived" cycle.

Second, use the personalized marketing model to create a personalized brand

A single product personalization can easily be borrowed and imitated by other clothing companies. Once it is cloned in large numbers, the personality of the product will also be lost. No longer exists. Personalized brands are different. The more obvious the brand personality is, the less likely it is to be cloned.

Third, achieve a breakthrough in brand personalization

1) Brand positioning

In general, positioning should be carried out from the following aspects:

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1) The concept of brand: It tells the origin and history of the product, providing consumers with an understanding of the connotation of the product.

Products from design to packaging and related publicity are all centered around the concept of the brand. For example, when establishing a brand concept for sports and leisure clothing, a story can be defined as the contrast between strength and beauty. In this way, the product's The design is carried out to reflect the beauty of strength and the vitality of young people. The packaging of the products will also become more avant-garde or fashionable, and the promotion will also use young idols or sports to reflect it.

2) Brand style: The image of the product in the minds of consumers and its recognized characteristics, which can be divided into formal wear, daily casual wear, casual wear, sportswear, fashion, etc. Each type can be divided into rough, traditional, avant-garde, etc.

3) The brand’s service target: the people the product is suitable for wearing and the background of these people.

4) Brand design features: mainly reflecting personalization in terms of trademark, style, appearance, fabric, color, etc.

5) Brand price design: Determine the series prices of different products and different brands in the market.

6) Brand services: Provide a series of sales and after-sales services.

2) How to achieve product brand positioning

Modern consumers pursue individuality and express themselves. The reason why "Hanbok" is so popular at home and abroad is that it captures the psychology of the times and the style that consumers need to display.

KOOGI is a well-known brand in Korean clothing. The reason why it has become a well-known brand is not because the five letters "KOOGI" are closely connected with the four numbers "5001" to suggest to consumers that its clothing is very avant-garde and will not be outdated even if the time spans to 5001. Rather, it is a concept that It is because it can comprehensively use the combined means of market segmentation to position the market among the contemporary 15-20 people who have a lively, restless and even rebellious mentality, who desire to be avant-garde, trendy and strongly highlight themselves, and who always exude a youthful style. For the youth group, the brand is positioned as extremely avant-garde and alternative.

At the same time, in order to reflect the personalization of clothing and avoid similarities between clothing, each KOOGI clothing is launched in small batches. Even if some styles seem to be the same, subtle differences produce different effects, such as: the position of buttons, the length of clothes, the matching of colors, etc. These marketing initiatives of KOOGI undoubtedly cater to the urgent needs of contemporary teenagers to stand out and be different, and are deeply loved by teenagers. Although KOOGI clothing is expensive.

Through a simple analysis of KOOGI clothing, can it be enlightened for those Chinese clothing companies that only rely on price reduction promotions? There is no doubt that in the era of small batches, multiple varieties, and personalized clothing, Clothing companies that survive and develop among the fittest must be those that can accurately grasp the individual needs of consumer groups.

The market positioning of clothing companies in the future should not simply stay on the basis of market segmentation with an excessive age range of 25 to 50 years old, nor should it stay on the basis of "white collar" or "blue collar". Simple occupational classification standards should not stop at "fashion, nature, comfort", abstract words that can be used by any clothing company and have nothing special about them. Instead, they should have a deeper understanding of consumption. and market segmentation based on this.

For example: white-collar workers in foreign-funded enterprises and white-collar workers in domestic-funded enterprises, 25-year-old white-collar workers and 40-year-old white-collar workers. Although they all belong to the white-collar class, it is certain that their needs and understanding of clothing are Different. Educated middle-aged and elderly people and uneducated middle-aged and elderly people, 50-year-old literate middle-aged and elderly people and 65-year-old literate middle-aged and elderly people, middle-aged and elderly people in cities and middle-aged and elderly people in rural areas, although they are all middle-aged and elderly people. Older people, but it is certain that their needs and understanding of clothing must be significantly different.

Some people may ask, when all clothing companies adopt scientific market segmentation standards without exception and accurately grasp the individual needs of consumer groups, what advantages do companies have? We know that fashionable clothing will never face a saturated market, not to mention that market segmentation is just a means of marketing. In order for clothing companies to effectively meet the increasingly renovated needs of consumer groups, they must conduct in-depth investigations and thorough understanding of this demand. This is a permanent issue for clothing companies.

3) Brand composition

1. The product’s own design

Mainly includes:

1) The brand’s model series matching; 2) The brand's model production quantity ratio; 3) The brand's color system; 4) The brand's style design; 5) The brand's choice of surface and accessories; 6) Brand-like product quality requirements; 7) The brand's packaging; 8) The brand Various signage designs.

In this process, it is necessary to emphasize the close cooperation between designers and marketing departments. The designed products must conform to the brand personality and be what the market needs.

2. Price positioning.

Price competition is not the only means of competition for enterprises. Li Ning, a famous Chinese sportswear brand, is significantly higher in price than other domestic brands, but significantly lower than imported brands. Moreover, for young consumers with low or no income, the prices of Li Ning products are not high. Put more pressure on them. Therefore, companies can confirm the status of their products through price setting, and at the same time, they can clearly target their product consumption target groups. To achieve all of this, they must analyze the service objects before formulating appropriate products. Price

3. Brand promotion

Brand image building and promotion are important links in corporate marketing. Although there are various methods of brand promotion, in addition to product sales and word-of-mouth communication, they can be roughly summarized into two types: one is "direct sales" promotion; the other is "intermediary" promotion. Direct sales promotion is to promote the brand face-to-face to special consumers on site through social activities participated or organized by the enterprise; intermediary promotion mainly promotes the brand to the society through media advertisements, column comments, special reports, etc.

Furthermore, image creation. In the past, wholesale companies may have rarely spent time considering this issue, but companies operating as brands are different. At this time, enterprises should combine their own product positioning to create a unique and deeply rooted brand image CIS system for themselves.

Also, daily sales and operation management are also things that require time and effort to transform an enterprise and must be improved. Of course, if you want to successfully develop a new brand and run it well, relying on the above aspects alone is not enough. It requires not only the good strength of the company, the correct development strategy, the decisive charm of the leader, etc., but it is particularly worth mentioning. The most important thing is to operate any clothing brand, regardless of whether to develop a franchise chain in the future. Brand Marketing Plan 2

1. Planning purpose:

1. Promote the ZDS brand, improve brand affinity, customer acceptance and loyalty, enhance brand image, and increase brand awareness and reputation Spend.

2. Promote the marketing of the company's brand products, expand the sales of brand products, achieve sustained and healthy growth of the company's market performance, and increase the market share of brand products.

3. Analyze the company’s market environment, diagnose existing problems and development opportunities, clarify the company’s annual goals, and guide the company’s annual marketing activities.

4. Evaluate the effectiveness of the marketing activities implemented by the company and the development trends of market formats, and adapt to and guide market development.

2. Overall market environment:

1. Market status:

① Rapid growth and huge potential. The economy is growing rapidly, residents' income is increasing, policies are gradually relaxed, the market is gradually standardized, and the market potential is growing rapidly.

②There are many brands and low concentration. There are many well-known domestic brands and local brands, but there is no strong brand in the industry.

③Diverse needs and rational consumption. The jewelry consumption structure and demand levels are diverse, which is a relatively rational consumption behavior.

④The prices are confusing and the good and bad are mixed. Market price transparency is poor, the brand price system is chaotic, and the quality of brand products is uneven.

⑤Focus on brand products and ignore services. Pay more attention to the style and quality of brand products, and not enough emphasis on service and use as a promotional tool.

⑥The decisive terminal has no distribution skills. The sales of brand products rely more on terminal store retail, and the selection of sales methods and the contact area at the customer level are narrow.

⑦ Direct sales are the main focus and steady development.

The sales channels are mainly factory direct operations, franchise chains are initially on the rise, and the steady development of the market is slow.

⑧Weak promotion and uneven regional distribution. There is a lack of strong and effective promotional activities and promotion measures, and regional market differences are huge. ⑨ Lack of talent and lack of stamina. The market started late, there are few professional technical marketing talents, and the reserve force for enterprise development is insufficient.

⑩The princes are competing for hegemony, and the market is waiting to be unified. At present, Chinese and Hong Kong brands are gathering in the mainland market and conquering the city. The market needs strong brands to unify the pattern.

2. Market prospects:

① Rapid market growth: The domestic economy is developing well and savings are growing rapidly. Especially some groups who get rich first pay attention to the quality of life and are interested in high-end jewelry. There is strong consumer demand for jewelry.

②The market potential is huge: Mainland China has a large population and a large market consumption base. With the steady growth of urban residents’ income, the consumption structure has changed, and the proportion of high-end consumption has become larger. The future jewelry market will be huge.

④The market is becoming increasingly standardized: the government protects the interests of consumers, cracks down on counterfeiting, rectifies and standardizes the market environment and order, and gradually eliminates local protectionism, which is conducive to the cross-regional chain development of the jewelry industry.

⑤The consumption structure is complex: the needs of different age groups and income levels are obviously differentiated, and brand products have corresponding consumer groups in both high and low-end categories.

⑥ Decoration preserves value: income increases, investment diversifies, and the demand for jewelry not only has decorative functions, but also becomes a good choice for investment and value preservation.

⑦China-Hong Kong brand competition: As the government implements a zero-tariff policy on jewelry, Hong Kong companies will invest in the mainland on a larger scale, and more brand products will be put into the mainland market.

⑧Brands are gradually concentrated: Well-known brands have good brand products, services, brands, funds, talents, management and operation advantages, and will inevitably gradually integrate the domestic large and medium-sized city jewelry markets and achieve large-scale chain operations. . The market scope of small brands will be smaller.

3. Factors affecting the future market:

① Changes in the domestic macro-political and economic environment: Mainland China’s political situation is stable, economic construction is the focus, government functions are transformed, work efficiency is improved, and the environment is improved.

② Residents’ income level and future expectations: The income of urban residents in large and medium-sized cities has increased steadily and rapidly, and the level of consumption demand has increased.

③ Changes in residents’ consumption structure: Consumption demand has entered a stage of comfort and enjoyment, and the proportion of high-end consumption in the consumption structure has increased. ④ Residents’ psychological demands for consumption: they have confidence in the expected income index, and individualized consumption, advanced consumption and fashion consumption are consistent with those of developed countries abroad.

⑤ Changes in the international situation: The international situation is still based on peace. The exchange rates of major currencies such as the U.S. dollar and the euro are unstable. Jewelry and diamonds have a significant role in preserving value. The domestic market is not very affected by international influences.

3. Company market diagnosis:

1. Existing problems:

① Brand product positioning: There are too many samples of low-end brand products, and brand product positioning should be based on Mainly focus on mid-to-high-end brand products and reduce the number of samples of low-end brand products.

② Price strategy: Pricing should be referenced. 70% of brand products of similar products of the same grade are priced 5-20% higher than brands of the same grade. Reflect the brand image.

③Quality control: The enterprise's quality system is imperfect, there are omissions in internal and external quality control, and quality incidents are not handled thoroughly and quickly.

④Service quality: There is no perfect and sales-promoting service system, the service content is small, and the service level needs to be improved.

⑤Brand communication: There is no systematic brand building system, no attention is paid to brand promotion, and insufficient efforts are made to build visibility and reputation.

⑥Channel operation: Mainly direct-operated chains, with great pressure on self-owned funds, limited scale expansion, high operating risks and high costs.

⑦ Promotional publicity: There are few forms of promotional activities, few centralized operations and low efficiency, and insufficient resource integration.

⑧Store management: The structure and quantity of samples in the store are unreasonable, the counter layout and on-site effects are not eye-catching and not prominent, and the brand promotion is not prominent.

⑨Personnel management: Terminal personnel are not working properly, cannot understand on-site regulations, and lack direct selling skills.

⑩Public *** relations: The handling of local public relations is not appropriate, incidents that have a negative impact on the company are improperly handled, and the company's reputation is damaged.

2. Market opportunities:

① Well-known brands: Well-known Hong Kong brands, with a certain reputation in the industry, professional jewelry and diamond manufacturers and sellers

② The network is sound: early layout, reasonable distribution, wide coverage area, and good operation.

③ Rich brand products: independent design, production or procurement, brand product styles are novel and unique, brand product structure is reasonable, and product lines are rich.

④Professional team: After many years of operation, a certain effective management mechanism and management team have been formed.

⑤Capital advantages: Hong Kong corporate background, relatively strong capital operation and power.

⑥The market is huge: the domestic economy continues to develop steadily, the population is large, some people get rich first, and the market capacity and growth rate are large.

IV. Market goals:

1. Sales performance: In 2003, the sales revenue was not less than 100 million yuan, an increase of more than % compared with 2002.

In 2003, the sales volume of branded products was no less than 10,000 pieces, an increase of more than % compared with 2002.

2. Sales network: In 2003, the first direct-operated store was built in China, reaching all over the country, and the first franchise chain store was established in Jiangsu, Hunan and other provinces. The sales network covers 25 provinces across the country, with a total number of stores.

3. Average sales per store: The average sales per store in 2003 was no less than 10,000 yuan, an increase of more than % compared with 2002.

4. Diamond Club: Develop 10,000 ZDS Diamond Club members and increase brand awareness by 10%.

5. New brand product promotion: Complete the launch promotion and sales targets of three series of new brand products every quarter. New products accounted for more than 50% of total sales in the quarter.

5. Marketing planning and implementation strategy:

(1) Marketing purpose:

Marketing scriptwriter, brand product role, channel setting, advertising campaign, Promotional soundtrack, service follow-up, moderate price, customer recognition, and the market is finally established.

(2) Brand product strategy:

① Brand product positioning:

Based on mid-to-high-end brand products, carry out production, sampling and sales. The price system reflects that ZDS focuses on mid- to high-end consumers and highlights the noble quality of ZDS. It is a well-known brand in Hong Kong. At the same time, the price system of brand products is perfected and has a high affinity, which will not make customers feel distant.

②Brand positioning:

A Specific positioning: an international brand of jewelry and diamonds, created for mainstream people in society and catering to mid-to-high-end consumption.

B brand connotation: noble, classic, professional and fashionable.

C Brand Affinity: International brands, come to China.

D Brand awareness: Complete CIS system, continuous advertising, easy to recognize and remember.

E brand reputation: high-quality brand products, perfect service system, safe first choice.

F brand public image: participate in charity activities, charity actions, donate to fund education, etc., repay the society and establish a public image.

③ Price positioning:

A reference pricing:

Referring to similar brand products and well-known brands, the price is 5-20% higher than competitors, and the publicity reflects the brand advantage , to achieve differentiated premium income.

B Price control:

Clear the price system and determine the price uniformly across the country. Stores have no right to float prices. Stores are strictly prohibited from making private discounts, unless there are nationwide unified promotions and the launch of new brand products. Discount sales are prohibited to avoid damaging customer trust in the brand.

C Discount sales: Reasonable discounts are given for wholesale business or bulk purchases, but uniform retail prices must be maintained.

There are special channel operations and incentive systems for batch operations to limit price fluctuations in retail stores.

D price positioning and sampling standards:

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