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China's garment industry is currently facing an unprecedented test. For those brands that have gone through 10 years of development, the challenge is how to continue to enhance the value-added, image and influence of the brand on the original basis to further strengthen and expand the business. In this process of upgrading, the importance of terminal construction goes without saying. Chinour Men's national brand is also the terminal building on the road tricks ... ... Chinour Men in the Chinese apparel industry is not the first to build the terminal brand, is now the terminal building the most complete brand one. Winning in the terminal has always been a strategy of Chinour men's insistence. Explore the development of Chinour Men's history is not difficult to find, from the business so far, Chinour has always placed the terminal construction in an important position, under the impact of a round of the market, Chinour men rely on a strong sales terminal , Can we realize the healthy and rapid development of the enterprise. "Pushing Lapping" Creating a strong, enduring marketing terminal is crucial to every apparel brand. Faced with increasingly fierce market competition, brand management has become the top priority for Chinese garment enterprises out of the woods. As a key part of the brand distribution of sales terminals are faced with all kinds of embarrassment. This embarrassment is often not from the outside world, but the internal management or operations caused, that is to say, the weak foundation of channel construction. Chinour has been aware of this from the beginning of the brand. In more than ten years of operation of the brand in Sinol, it has been based on the principle of "pushing and grinding" and repeatedly laying the foundation for terminal construction. "Marketing terminals and consumers directly docking, we only put their own brand superiority in the most direct way, vividly reflect the consumers, in order to better win the favor of consumers." The groom Sinol Group Chairman Wang Guibo Told reporters that the construction of sales terminals in the final analysis is to get consumer acceptance, stimulate their desire to buy and interest. With this knowledge, the groom's Chinol Group has made "building the best and most competitive sales terminals" an important strategy for the development of group companies from the outset. To this end, the groom Xianour Group from the beginning of the venture, to first-class standards, do a good job of terminal construction. The first is to strengthen the franchisee team. Won the franchisee, to a certain extent, won the market. Therefore, Chinour attaches great importance to the construction of franchisees, find ways to attract more outstanding franchisees to join the marketing team. In the choice of franchisees, not only to consider the store location in the urban areas of prosperity, consumer spending power and expected sales, but also take into account the franchisee's creditworthiness and the possibility of long-term business. At the same time, the group company also find ways to increase support for the franchisee, with real preferential policies and improve the terminal operation and management mechanism to attract them. The second is to regulate the image of the terminal. The visual image of the standard makes it easy to remember, memorable. And these are precisely the key to the brand appeal, the key to the choice of consumer purchase, the other is the key to the full performance of the product, but also to attract the purchase, an important means to stimulate consumption, no matter what the sale of goods, the display is a Important project. Based on the unified image of the terminal market, according to the characteristics of market demand around the world, Chinour has moved a lot of brains in the details and made a lot of efforts to continuously study and guide the stores around the country to display the products well, Sales terminals fully reflect the product quality. The ultimate core of future competition is service. Thoughtful and distinctive service is the best way to consolidate consumer loyalty. The establishment of service philosophy, the design of service regulations, training of service personnel, on-site and after-sale service levels, and the top-class level in the domestic industry are the unswerving pursuit of Chinour. "In fact, we do these are like pushing Lama, repeated laying the foundation to ensure the strong marketing terminal," said Wang Guibo, chairman of the groom Sinol Group. Terminal upgrade Chinour based on industry trends in recent years, based on the investigation and study, developed a scientific and rational network construction plan, and actively form a new marketing terminal to promote the upgrading of marketing terminals. According to Chinur Men's General Manager Chen Yu Jian introduced since 2004, they are important in some strategic positions, a large population, the market potential of large, high commercial value, to play a role in the display and promotion of the Chinour brand, to be able to The cities that play a radiating role in the markets in the surrounding areas have set up self-operated terminals focusing on "brand supermarkets" to achieve a combination of point-by-area and point-by-area to promote the development of the entire market. In the meantime, since last year, the group company has carried out branch office operation mode, taking branches as radiating points, driving the development of the stores in the surrounding areas and doing a good job for them. Group companies also focus on the "alliance" marketing strategy, introduced a zero inventory risk, zero renovation costs, zero logistics costs, zero alliance fees, zero training costs, after-sales service problems, zero high-end advertising costs, zero brand licensing fees Of the "eight zero" to join the preferential policies, increase support for franchisees efforts to real preferential policies and improve the terminal operation and management mechanisms to expand the franchisee team to maintain the new market. Wang Guibo, chairman of the groom's Chinour Group, said: "To promote sales terminals to upgrade, depending on the good store building is not enough to jump out of the terminal to catch the terminal, in all aspects of production and management to do a good job." The groom Sinol Group This has taken a series of measures. We will increase the construction of large-scale turnaround libraries and increase the speed of picking up goods so that the new products can be listed on the market in all parts of the country in a synchronized manner. We will speed up the production of tailor-made clothes to ensure that specialty stores can deliver on time and diversify the development of apparel products. The most fashionable, most cutting-edge, most in line with consumer aesthetic apparel development and production, and change the order form, the use of "Super Girl" selection mode, the implementation of the sea election, primaries, selected way, the most recognized products selected out , Organize production, better adapted to the needs of the market. In addition, the company has further increased the intensity of the rectification stores, establish a model shop in all parts of the market, regulate and unify the visual image, so that the brand of Menour Seoul more intuitive and appealing. Innovative spirit "The larger the market for apparel, the longer the chain, the higher the value and wealth created, and the enterprise must constantly keep up with the trend of the times, constantly change its conceptions, and plan its development plans with innovative spirit." In this year's Chinour Marketing Conference, the groom Xiunuer Group Chairman Wang Guibo face stores manager from all over the country said. Marketing is a science. In the era of market economy, marketing always keeps changing. Only by persistently innovating marketing can we adapt ourselves to the ever-changing market and eliminate it from the market. Since last year, the grooms Chinour Group has taken the transformation of thinking and innovative marketing model as an important task. On the basis of consolidating the positions laid, we will actively seek new marketing models. Meilun clothing, owned by the groom's Chinour Group, used to be a ground-based marketing model in the past that was also similar to Chinour's men's wear, with many direct stores and franchises throughout the country. However, as the main focus of casual wear Earlier this year, Dalton planned online sales and conducted strategic cooperation with China's e-commerce solutions provider 6688. Currently, the online business of Meierton has started its operation and achieved good sales results. Chen Yu Jian, general manager of Chinour Men Inc. said that although there are many people on the online sales of apparel business there is such a view, but according to foreign experience, this marketing model is also a trend, as long as the operation Well, clothing online sales business promising. In order to promote the development of Meilun clothing online sales, the groom Sinol Group set up a special establishment of Qingdao Chinour Technology Development Co., Ltd., responsible for the online sales platform for the construction and maintenance. The grooms Chinour Group in the country has a large number of stores, these stores and the company's online sales platform for bundling, thus forming the interaction of two marketing models. Consumers can not only buy their own products in the store, but also in the store after the selection to the online purchase of relatively low prices. In a modern society where information is highly liquid, it is unrealistic to want to have disruptive technology or business models. Through constant updating of the concept, the groom's Chinol Group changes in detail and changes in service so that the marketing terminal is full of vitality and the sales channel is always smooth.
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