Metersbonwe: Teach You How To Break Through The Brand Pformation And Upgrading

The report states that

In recent years, the market expansion has resulted in a relatively big market predicament due to the influence of quick success and instant benefit. The predicament mainly comes from three aspects: first, the lack of strategic layout of the market expansion, the nationwide spread of the net, but the inconsistency of the market and the formation of the climate; the two is that the brand image does not match with the core value, resulting in the waste of resources on the communication and the influence is not strong; three, the lack of systematic and effective regulation of the store management, resulting in the ground terminal being unable to form a docking with the air to facilitate sales.

Consulting project team personnel integration

The characteristics of the market, firmly grasp the then China.

On the premise of helping Metersbonwe make new strategic deployment, market opportunities have formulated three breakthrough marketing strategies to try to solve the plight of Metersbonwe which has been plaguing Metersbonwe.

First, brand repositioning and brand image planning for Metersbonwe:

The expansion of any brand will encounter two problems. One is the product problem. We call it the entity part of the brand. If the product is defective, it is necessary to solve this entity problem as soon as possible, but most of the enterprises are not in the physical part at present. On the contrary, the products and services of many brands are quite good. The biggest problem lies in the fact that the virtual part of the brand is not well done.

It is also a problem.

at that time

If you want to make the brand into an international brand, you need high-end brand atmosphere. Although its brand name has solved this problem, it has not been integrated in the communication, and it makes people feel neither fish nor fowl.

On the one hand, the consulting firm has made a very clear demonstration of Metersbonwe's core idea of "not taking the unusual path" in the dissemination.

The inner pursuit of target customers

The target audience is young people who are mainly 20-25 years old. They have begun to have their own ideas, have positive and independent living claims and ecological activities. They are unwilling to drift with the tide and are drowned by the vulgar social customs. They yearn for the true self and prove themselves.

Can they disagree with Metersbonwe's unique brand image and brand spirit and echoing their inner voice? Meanwhile, the tremendous influence of Aaron Kwok and young idol superstar Jay Chou and their "great influence"

The uniqueness of the brand name makes Metersbonwe brand image stand out in the casual wear of JEANSWEST, Giordano, Baleno and other brands.

With the continuous deepening of market promotion, brand awareness and awareness are rising, and sales are rising to a new high. It has laid a well-known brand position in Metersbonwe's domestic casual wear.

Real can also be virtual, that is, mental level, and a brand slogan "do not take the unusual road" very clearly out of the target group of people - the young super family's inner needs; at the same time, through our professional design ability, we made breakthroughs in the store image, with the white bottom blue word as the LOGO signboard, highlighting the concise picture and deepening the visual impression, showing both the brand name and the appearance of many shop signs. The reshaping of the store's brand image and the image of the new new human Advertising Spokesperson made Metersbonwe glow with a new mental outlook, causing many customers to think Metersbonwe is an international brand, and also become the target of the young people's pursuit. The so-called brand core proposition is to require our brand to bring different interests to the target population. This point of interest can be

Two, rolling investment strategy to solve the problem of market expansion in one fell swoop.

After solving the false part of the brand, Metersbonwe began to work together to solve another problem of the brand, that is, the ground channel problem.

Internal resources have established a rolling investment pattern based on regional breakthroughs, that is, a region and a region to encroach on expansion. According to my idea, it is suggested that the United States should concentrate on the advantageous resources of the regional market, and expand the regional market to the surrounding area. The advantages of this way are that the company can save resources and make small investments, and at the same time concentrate the limited resources on one point, and then make a thorough effort in the area. It will not cause waste in advertising investment. However, the original investment mode, because many areas have only recruited one or several shops, and the East and West are not concentrated. Following many common market expansion models in developing enterprises, that is, greet the whole country's flowering investment mode through integration.

The adoption of rolling investment has completely solved this problem. At the same time, as a region has done a thorough job, it has formed the regional brand influence, attracting other regional distributors to join.

Through the strategy of rolling investment, the difficult problems that puzzled the enterprise for many years were solved at one fell swoop.

Three, import system management, strengthen the exclusive store profitability:

Metersbonwe, like China's many ambitious enterprises, is overlooking the expansion of the market. It only focuses on enclosure expansion but neglects the standardized management of franchised stores. The management and service of franchisees are very irregular. The non-standard management system produces a chain reaction, such as non-standard store service, non-standard price and non-standard sales promotion, etc., resulting in its single store performance is not ideal enough. Many franchises even choose to quit directly.

On the one hand, I have redesigned the pattern of interior and exterior decoration of stores, and clearly put forward the requirements for the location of business circles. At the same time, we have introduced the exclusive store management system and the training follow-up of the system, and set up a single store sales specification.

From the internal product display of the exclusive store to the strict process specification and language specification of the customer reception, all the stores in China are kept consistent, the internal management system is improved, and the advertising communication and store image are accords with the brand image.

The sale quickly went out of the predicament, which not only stabilized the confidence of the franchisees all over the country, but also brought the actual benefits to the franchisees, and promoted the expansion of the investment promotion of the franchised stores.

Behind every successful man, there are always many unknown heroes who are planning for their lives.

I remember 2005 in March 28th, Zhou Chengjian in Beijing Century Theatre in China.

The first brand annual award was awarded the Marketing Award.

On the same day after a year later, one of the leading entrepreneurs of the clothing industry in Zhejiang once again raised the second China on the same stage.

Another crystal trophy in the annual award is "Planning Award".

This honor, of course, does not belong to Zhou Chengjian.

It's right to win the Planning Award.

Encouragement and recognition over the years.

The development of an enterprise can not be separated from the precise planning process. Every enterprise should make strategic and targeted brand strategy planning, and further realize or satisfy the interests of the state, enterprise employees, brand consumers and all shareholders.

Metersbonwe is to win the prestige of the state power, and its achievements come from the support from all walks of life and the upstream and downstream supply chain partners.

The growth of any enterprise is inseparable from the planning process. In my opinion, making strategic planning for the long-term development of the company is the highest level of planning.