Analysis: The Marketing Principle Of Foreign Trade Women'S Clothing

"Big marketing" to beat "small marketing"

"Big marketing" emphasizes company capability

The so-called marketing of the company to the society is the ability of the company to create value to be recognized by the society.

His embodiment is women's clothing sold to consumers, and the funds they get.

It is generally believed that marketing is the way to sell women's clothing, and in fact, "selling what" is more important than "selling".

For example, a company that produces cups, he has all kinds of women's clothing: round, square, high, short, red, white, and so on, with different models, specifications and varieties.

Among these women's wear, there are very tight and very unsalable ones.

But anyway, the company can make money as long as it sells well as a whole.

We can say that the women's clothing is good and the way is right, so it sells well.

But what is really important is not the dress itself, but why he knows that the production of such women's clothing is good, and the other is not. If the women's clothing is sold well, can he guarantee that the women's clothing can still be produced next time? If we can continue to sell well, then we say that the company has the ability to create value.

Women's wear shows that the company's ability to create value is recognized by the society.

In fact, Chinese companies do not lack the judgment of women's clothing, that is, they do not lack the ability to select women's clothing, but they lack the sustainable development ability of women's clothing, that is, the ability to create value.

Procter & Gamble has many world-class brands including Head and Shoulders, VS, drifting, OLAY and so on. Chinese companies mostly migrate the positioning, packaging and core concepts of women's clothing directly to China from abroad, and China's local employees are mainly responsible for the technical operation of women's clothing in domestic channels, dissemination and promotion.

Chinese employees have also tried to develop their own clothes and once launched the "Yan Yan" brand, but failed. This may indicate that Chinese employees still do not have the ability to develop women's clothing, and that foreign trade women's clothing is the ability to discover value and realize value.

Most companies in China are created by a woman's dress. If the problem is the same for 90% of the companies in the last century, if you have the courage and a little luck, it will probably develop. At that time, the boss is the biggest cannon fodder. It develops from door to door promotion, and the choice of women's wear depends on the experience at that time.

Keen insight, when the boss's success is the company's success, the boss's ability is the company's ability, but unfortunately, the boss is not immortal, this time he did the right thing, does not mean that he can still make the right next time, the boss's ability has not become a company's ability, so we call him a boss, he can only do business, rather than to do the company, that is, he can only sell small clothing marketing, but not the ability to build a big marketing.

From the perspective of brand value marketing, marketing of foreign trade women's clothing consists of two parts: breeding and fertilization, and so called breeding is the process of discovering value and realizing value. It includes: the discovery of customer value, value orientation, value packaging, and the formation of women's clothing; and fertilization is the process of promoting growth in the later stage, which includes: promotion, advertisement, channel and so on.

The concept of marketing is often understood as the action of fertilization. Many Chinese companies insist that only sales promotion, advertising and channels are marketing. In fact, marketing should include two parts: breeding and fertilization, and the importance of the former part is far greater than that of the latter.

It is very passive and unscientific to regard one-sided advertising, promotion and other tactical problems as marketing.

Therefore, when marketing a company, the concept of big marketing should be established. On the one hand, it should do business, and on the other hand, it should learn how to be a company.

On the one hand, sales of women's clothing, on the other hand, training ability.