I want to open a clothing store in Ningbo. Please give me some advice.

Generally speaking, the start-up capital of brand management should be at least 1-5 million RMB, and it must be produced first and then sold. However, there has actually been a brand myth out of nothing. In August 22, a new brand of women's wear in Wenzhou decided to hold a brand launch conference two weeks later. In order to do both in one go, the company recruited three clothing wholesale salesmen in seven days; At the same time, the news of the conference will be put through the media. Originally, everything was ready, except for the east wind. However, the plan was not as good as the change, and the sudden resignation of designers and board makers almost turned the press conference into a joke. The reason is that all the sample clothes have not been made yet.

Nevertheless, the stubborn character and indomitable spirit of Wenzhou businessmen have not shaken their schedules. Through recruitment, it was not until the day before the press conference that the new designer was completely settled. The sample clothes were brought from home by the new designer, but they were sent to the launch conference of Wuzhou Hotel without even coming and pasting the trademark. Due to the advertising effect and the efforts of newly recruited business personnel, more than 1 wholesalers from all over the country gathered to release the regular lunch and dinner, which concealed the rush of the product launch conference. For some generous dealers, the future of the company depends on the boss's personality and degree of hand; For the hero of this story, all the 2, possessions are put on the venue and dining table. Next, what we need to do is how to deal with these merchants to visit their humble companies on the spot.

at this time, something wonderful happened. The boss deliberately arranged for all customers to negotiate in his remote office on the same morning. When the merchants were taken to the company by bus, they found that although the company was small, the door of the finance room was full of dealers waiting to pay the deposit. Among them, there are many two dealers from the same area, and they fought bloody battles for exclusive distribution rights. This virtually sends a signal to everyone

: you must order immediately! In this way, 4 customers, large and small, from a few hundred yuan to 3 thousand yuan, have handed in the deposit. It was with this first deposit of 5, yuan that this enterprise produced the first batch of autumn clothes 14 days later, thus taking an important step. At present, the brand's annual sales have exceeded 5 million yuan, with 9 outlets all over the country.

the strategy of "two against customers"

The risk of new brands is very great. If you don't take the marketing route of "wholesale operation", you are bound to experience the pain of opening your own shop. Not to mention the huge cost of building a store, just the preparation of products is a very headache. With more preparation, I'm afraid I can't open so many shops. If the goods are in my hands for three months, they will be worthless. Without preparation, we can't even support a counter. If we can't support it for a few months, we have to close the door.

A well-known professional clothing company used to act as an agent for Hong Kong men's wear. Before the establishment of its own brand, the company sold women's clothes as accessory products in men's clothing stores. Although there were not many varieties, they were profitable. Of course, in order to make the two brands appear in the same counter, the company has also done the necessary public relations work. After half a year's running-in in 1996, the company completed the necessary capital accumulation while exploring the market demand, and in 1997, it was mass-produced and listed, which was a success in one fell swoop. At the same time, the original men's clothing store was gradually replaced by its own brand with higher profits and more sales, and soon became one of the top ten similar brands in China.

Raiders: Borrowing chickens and laying eggs

Not all operators have the opportunity and strength to represent other people's brands. Many experienced designers can't create their own brands because they don't have enough financial support. Some of them have chosen to establish and maintain the development of their brands in partnership with others. In this kind of enterprise, designers generally hold a lot of shares, so the investment scale of the company is often small, and the practice of partnership between classmates or friends is mostly. If you start low, natural progress will be slower. In particular, many designers who come back from overseas and even win prizes will gradually become uncomfortable with the businessman's thinking that brands are getting lower and lower, marketing is marketized and design is vulgarized, and the result will definitely end in failure. But some big-name designers are very intelligent. After returning to China or completing their studies, they will first work for others in a large enterprise, and then borrow the financial strength of these enterprises to complete their brand dreams. At the same time, they also use the media to promote themselves. These large enterprises often have no recent financial pressure, so they can let designers boldly complete the design concept of "high-grade-high-grade again", which seems to be only for fame and not for profit. Two years later, although the company has some losses, the brand image is still there. At this time, designers have already understood the market rules, and they can easily seize the selling point in the competition of high-end brands. As a result, a number of accumulations completed by part-time jobs have become the source of power for their own brands. This is the magic weapon for the success of many famous foreign designers, and now a large number of similar successful cases have emerged in China, which is worthy of the reference of entrepreneurs in the clothing industry.

Four-link coup

At the end of 1996, most people were not optimistic about the Tianjin market, and some famous professional women's wear in Beijing were preparing to withdraw from the market (in fact, the main reason was that these brands generally adopted the distribution system in the Tianjin market). Our goal is only one, that is, to quickly open up the situation in Tianjin market and win over customers, because the competition at that time was still relatively small. Although Tianjin's consumption capacity was much lower than that in Northeast China and Beijing, we found that the reality was much more difficult than we thought. At that time, two quasi-high-end shopping malls in Tianjin, Tianjin Friendship Shopping Mall and Arc de Triomphe Shopping Mall, had sales of less than 3, yuan in the first month. Therefore, despite our good quality and style, no Tianjin citizens are willing to subscribe for our relatively high-priced new products.

in order to meet the market demand, we urgently transferred a batch of low-discount promotional products into Tianjin and sold them at a price close to the cost. At the same time as customers purchase, we also issue 1-4 yuan vouchers. After the Spring Festival, when our new products went on the market, a large number of citizens returned to our counters in order to consume their vouchers. After this cycle for 2 months, we received immediate results, and the brand also has a huge fixed consumer group. In the following years, our products have been the leader of similar products in this area. Now, our approach is also more branded. Because the VIP tracking system is becoming more and more powerful now, I will introduce this in detail in the future "hide the knife with a smile" strategy.

Five Bitter Meat Strategy

Presumably, this strategy has been used by many clothing company bosses. At present, in the northern market of China, the shortage of sales windows is more serious. In order to attract franchisees, most garment enterprises have made great efforts in brand promotion.

Take Beijing as an example. If middle and high-end brands are unable to open stores in Lufthansa and Saite, dealers will rarely come to the door automatically. As a result, brand enterprises have to work hard and conscientiously. It's finally my turn to start business, but the sales situation after opening is not necessarily stable. Smart businessmen will try their best to keep the sales of signboard shops. The author found that many manufacturers sent a large number of people to the signboard stores in March and April to buy their own products with cash, and the more scheming brands would bargain at this stage to try to enjoy the brand display cycle in the shopping mall. The purpose of the manufacturer is obvious and the effect is good. Spending 3,-5, yuan can increase the running water by 1 to 2, yuan. My shop is crowded every day, and it won't take long for this small advertising fee to be earned back.