Variation a: not the same shirt festival has reached the spring season. Each clothing brand began to enter the hot-selling period of spring and summer products, Youngor Hangzhou Company (including the Hangzhou area, Shaoxing area, Jiahu region, the three major markets) sales performance has been very good. In the February 15 - April 17 issue of various types of year-on-year financial statements, Hangzhou company shirts, suits, pants, jackets, knitted T-shirts and other major categories of major products have increased significantly. Among them, sales of short-sleeved shirts in Hangzhou increased by 141.4% YoY and sales volume increased by 103.0% YoY; sales of short-sleeved T-shirts increased 149.8% YoY and sales volume increased 115.4% YoY. Long-sleeved shirts and long-sleeved T-shirt sales and sales also have more than 20% increase. For the hot spring and summer new products, Hangzhou, general manager of high-Aaliadao summarized as early delivery of products. "This year's clothing holding company spring and summer of new products is the most punctual year ever. Before the Spring Festival, part of the spring models have been distributed storage, we immediately set sales, then the spring of the new OTC rate reached 30%. "" The goods have their best selling period, the timely entry of the products in each band is the most crucial factor to create a sales opportunity. "As its stated, from the seven major marketing companies recent sales analysis, in summary, the product timely Redeem, is indeed an important factor in sales performance. In addition, whether there are other factors worth learning from? After visiting the staff and sales outlets in Hangzhou area, the answer surfaced. "In January, the Hangzhou company began to popularize the spring models and introduce the spring exhibition through the promotion of POPs and salespersons in all sales outlets. The spring product sales period is not long, seize the best time, not only to seize Market share, but also to ensure that regular sales, increase profits. "Zhou District, Hangzhou regional manager, said that now we are all the pursuit of fashion life, spring is a travel season, light casual jackets, plaid shirts and other spring new products on the market to attract customers , Made a good sales. Truly into the spring, Hangzhou company again March 18 - April 25 launch of trade-in shirt festival activities, continue to sell new spring and summer products. Activities in any one of the Hangzhou company sales outlets, customers can use the old Youngor shirt arrived 100 yuan consumer, but also with other brands of old shirts arrived for 50 yuan consumption. Fifteen years ago, Hangzhou Company held the same theme of the event, the purpose is very different. "At that time, it was making news and attracting attention, this time in order to repay the old customers and foster loyalty." Soon after the event, trade-in accounted for more than 30% of shirt sales. Mr Chow said that since the garment holding company proposed the multi-brand development strategy, GAO has demanded that the main brand image should be further enhanced in the work to consolidate the consumer base as a stone to promote the new brand. The shirt section, Younger's image even more popular. Yan'an Road store, often can hear the customer and salesperson conversation: Younger products more and more stylish, store layout is also more and more beautiful, and today you see the window was attracted. Tour stores, found that customers say very much. Storefront on the second floor of the main storefront window to three rows of color stripes shirt folding graphics template as the background, in the middle of it, hanging with orange red tone of the main activities of the logo - "quality shirt" billboards. The main space, dressed in colored shirts models or stations, or sitting, or leaning, passing out the latest shirt fashion. And the same color with the model interspersed between the shirt hanging. Echoing this is the product display area at the entrance to the first floor just below the window. With bright, transparent glass doors, the bright T-shirts with orange, yellow, blue and purple glances out and gives off an endless spring. Such a picture, inevitably attractive, and clothing to a close contact. "This event, we made full preparations.Preheating phase, the company through the text messages, radio traffic, station television and other media, within the framework of the company in Hangzhou for a wide range of communication.At the beginning of the event, the store management department unified planning activities logo , Window display and main product display, and copied to the various market areas for implementation.And then, the Department of Management on a regular basis to supervise the various stores to ensure that each store has a distinctive, unified Youngor shirt festival activities, enhanced activity recognition , As well as to unify and enhance the brand image. "FengYunYun, manager of store management department of Hangzhou Company, said that the brand image of all the stores in the company is now uniformly deployed, managed and evaluated by the management department. "At the beginning of the event, we found that there were two problems in the exhibition area: first, there were fewer shirts and models in the store, and there was no obvious highlight of this activity theme of" shirt "and the main selling products in this band. Second, Shirt is not bright enough, plump, weakening the visual impact of the Department of the Department of these common faults into PPT, feedback to the various districts, we immediately adjusted and achieved good results. "When the interview, the store management department is collecting data , Carry on the periodic analysis. However, after the entire activity is completed, each district must send a summary of the activities of the area to the department store within three days. All members hold open discussions and file records to provide valuable experience for the next activity. After numerous quality sales activities, Hangzhou company's brand building has entered a virtuous circle. "Now we seldom participate in shopping malls promotions, shopping malls daily sales discounts are basically the same with the store.Even in the mall is the most positive store celebration activities, Younger is also one of the highest discount brands.But we in the mall of the year Sales are still far ahead, in 2010, Hang Bai, Jie hundred sales reached more than 20 million yuan, ranked the highest in the mall, ahead of the second 10 million yuan. "Gao Yali said that establishing Younger good brand image in order to Multi-brand strategy in the development of new brands to create a high starting point. Variation 2: Member Experience Hangzhou Sample In the process of cultivating the market, membership is also a core project managed by Hangzhou. After a year of meticulous operation, the number of members of Hangzhou company has reached five or so, the current member team is still constantly expanding. The membership marketing model has been widely used by Western brand companies for many years. In the United States, 80% of the business revenue comes from corporate club members, most of whom are lifetime customers. For years, Hangzhou companies have endorsed these three theories in all kinds of data analysis: first, the cost of retaining an old customer is roughly equivalent to one-fifth the cost of winning a new customer; the second is easier for new customers than new customers Marketing activities, the acceptance of the product's service is higher; 80% of the profits of the third enterprise from its 20% of customers. "In the spring and summer new product sales and shirt festival activities, member contribution rate of 50% or more, market practice also proves membership is one of the effective marketing tools to cultivate customer loyalty." FengYanYu said he always emphasized membership system The importance is because it not only maintains the loyalty of the main brand, but also establishes a certain customer base for the promotion of the new brand. October 2009, Hangzhou company officially launched membership system. Store management department relying on clothing holding company membership system framework, and for the local market characteristics, with a certain amount of spending as membership conditions, enjoy points and discount. After members have accumulated a certain amount of spending, to enhance the holding company for the corresponding silver, gold, platinum and diamond card members. "This work mainly depends on the implementation of front-line sales staff, which, we have developed a corresponding store assessment.For example, to reach the conditions of membership of ten customers, stores to ensure that 60% of the membership rate, as a standard, Rewards and punishments, etc .. "There are systems, there are assessment, the company in just one year, it successfully formed a huge membership team. Rejoicing, Hangzhou company also faces a challenge: how to maintain this can create a core marketing value of the team? "Member system is proposed soon, we will work together with the mobile company to establish a messaging platform, each member can be on birthday day We sincerely invite you to receive Youngor's best wishes.We also stipulate that members can enjoy Double Points within the week before and after spending the birthday of Youngor. "" In October last year's sales season, we broke through the routine to launch memberships on time Discount on the discount in this event, the new customer's membership rate reached 100%, the VIP participation rate has reached more than 60%, the effect is very good. "In the shopping malls, but also encountered this" effect ". Tuesday afternoon, has just gone through a double-holiday economy intime, scarce passenger flow, sales atmosphere flat talk. In Youngor Hall, a middle-aged man is spirited to buy shirts and T-shirts. Last year, Youngor shirt was bought, the salesperson recommended me to make a membership card, after not how to mind yesterday is my birthday, opened the phone in the morning, received the first blessing actually sent Youngor, real Surprised. Did not expect a whole year, the company still remember my client, some moved today to Younger, buy a few pieces of new clothes. "According to the store management department, Hangzhou, this year will be introduced more Many colorful affiliate activities. In addition to rewards through points, discounts rebate activities, the Department also plans to jointly organize the Bank, for high-end customers launch financial products seminars. "Gov. Gao hopes that we can bring brand members together through various activities and social connections or establish a diversified membership service experience through cooperation with other service agencies so that customers can still feel the value of brand members in their life Members of the social circle, to achieve Younger brand word of mouth. "FengYanYu said, to achieve this goal, store management department also need to keep learning, groping and trying, but no doubt, this is a work-oriented, because it reached this Membership of the realm, certainly multi-level triggering a beautiful association of consumers, not only to consolidate the main brand Younger sales, but also for the development of new brands into the market space. Variations three: multi-brand expansion Since 2008, Hangzhou company to start a new brand of market expansion. Today, GY has opened a special hall in nine well-known shopping malls in Hangzhou Yintai, Shaoxing Guoshang. HART SCHAFFNER MARX and CEO also stationed in Hangzhou's most high-end shopping malls - Hangzhou Tower. Not only occupy the commanding height of the market, but also achieved the best sales performance in the current HSM stores. In addition to this, HART SCHAFFNER MARX also holds a foothold in another five shopping malls in the region. In a sense, the new brand of Hangzhou company has occupied the highest point of the window mall. Good results, the pace of expansion has not stopped. "In the second half, taking advantage of the mall brand adjustment, we will continue to expand the sales outlets of new brands, Hangzhou Intime, Hang Bai and other shopping centers are in talks, it is estimated that the end of the year, the new brand stores will reach 30. By then, The sales of these new brands will surely become a new growth point for Hangzhou. "" As for Youngor's original hemp products, we are now considering entering the window mall through the product category, which is specially tailored by the company Hemp products as gifts after the full gift, and give priority to the FA in the distribution of gifts. The purpose of doing so is to consumers through personal experience to understand the superior properties of the hemp brand and its products for the next step Sales pave the way. "Hand holding Hang Bai brand new layout plan floor GY, Zhou Hao one by one. At present, Hangzhou company GY brands such as sales steady rise. The second half of 2010 stationed in Hangzhou Yintai Department Store GY, six months sales 4 million yuan, setting a company 100 stores in the best sales. The first quarter of this year, good performance. Mao Yuemei salesman said the department store, young consumers tend to ask the origin of the brand, when I heard GY products from Youngor company, they often emerge from such a sentence: Younger also have such a fashion product Yeah. Finally, plus one; Youngor's product should not be bad, get one I try it! "Sometimes encounter body size is too fat, not suitable for GY version of the type of customer, we will recommend them to the next level Youngor Hall to see if there is a satisfactory product. "It is said that some young customers are happy to accept this proposal. Lang Jianhong, head of the Libretachang Department with more than ten years of sales experience in the sales field, provided such a message: In recent years, more and more young people have used the Youngor brand to raise the ratio of about 20%. The main reason, she said, is that products are becoming more and more colorful and fashionable. On the other hand, they may also benefit from the development of multi-brands, bringing new consumer awareness to the Youngor brand. In the field of apparel, the main brand and sub-brand are closely related and complement each other. Many well-known international apparel companies through multiple brand channels, market segments, the establishment of different product features, to meet different motivations for the purchase, increase market share. They think the multi-brand strategy has two meanings in the market: one is to let the new brand enjoy the influence of the main brand, make full use of the brand resources of the original main brand; on the other hand, use the new brand to deliver a new promotion for the extended product Concept and personality image. The close combination of both will truly realize the added value of brand value. "Youngor's multi-brand strategy is in the exploration period, training period, as a sales department, we will earnestly implement these four aspects of work, the first, do a good job doing fine product display; Second, for the band planning various types of products Promotional activities; third, to ensure that salesperson awareness of the product; fourth, the sales staff systematic training to improve their sales skills. "Of course, the premise of these four work is the brand studio to provide stable high-quality products, and logistics Department in a timely manner to honor the products in various bands to ensure delivery. "This is almost the consensus of every staff member in the Hangzhou company, and they hope to succeed with their hard work.
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