BBG Shoes General Manager Zhang: Two formulas win the market

In less than 3 years, BBG intensively laid a nationwide sales channels, brand awareness of the overall expansion of the children's footwear industry, and its unique charm of the market operation model opened the international brand in the Chinese market door. September 2007, BBG Shoes launched the Chinese market, in less than 3 years, BBG shoes independent image store coverage of the national terminal Shop to reach thousands, has been rated as "China's top ten children's shoes brand", "China brand Children's shoes brand", "quality, reputation double protection demonstration units", "National product quality, Quality of service without complaint customer satisfaction brand "," quality assured that the user satisfaction of the top ten Integrity Enterprise "," excellent green children's shoes products "and other honors and qualifications, and in early 2009 was named the Year China Top ten children's shoes brand, and through the National Ministry of Commerce for the record.　　In less than 3 years, BBG intensively laid a nationwide sales channels, brand awareness of the overall expansion of the children's footwear industry, and its unique charm of the market operation model opened the international brand in the Chinese market door. Brand Marketing--exposure marketing benefits score = Influence Depth x impact range x duration of the time change, Enterprise competition theme banner, Marketing has become a new era of brand growth indispensable means.　　However, there are many business owners and distributors of brand marketing understanding or stay in the initial stage, such as the holding of product catwalk, hire spokesmen, advertising magazine, can these bring you the expected benefits? BBG general manager Zhang said: "Brand-building this business behavior originates from differentiated products, but with the development of the market, smart businessmen skillfully use the consumer's peer psychology, curiosity psychology, mass change psychology, the brand for external packaging, so as to improve product sales and single piece of gold. And this packaging process refers to marketing, marketing work score has a formula: efficiency score = Impact Depth x impact range x Duration x excellent team. Although some enterprises have realized the importance of marketing, has pioneered the excavation of some marketing events (impact depth), however, the impact of the event on the scope of expansion (impact) and the event before, during and after the publicity (duration), but it ignored, so after spending a lot of manpower and resources, but the result is very little. Throw a stone and throw a cannonball and continue to lose a few shells, the effect of three ways is not the same. Zhang then explained: As a management, not only dare to make marketing highlights for brand innovation, but also to understand through various channels to the impact of the marketing event to expand the scope of the same time to deal with the ' beforehand ', ' things ', ' afterwards ' three coherent propaganda. The ultimate goal is to improve the brand in the consumer's soul exposure rate, so as to achieve the consumer brand image from the quantity to the quality of the leap, improve the brand in the consumer consciousness of the image of the grade, and other brands to distinguish. "It is understood that BBG brand in CCTV from 1-7 sets of advertising, but also Shanxi, Hebei, Beijing and other TV TV show sponsors, in Baidu to do brand promotion, and recently linkedChina's children's shoes industry portal-"China Children's Shoes Network", for the promotion of marketing events from the television media, newspapers and magazines to network publicity laid its very broad foundation. Sales channel--chain monopoly price advantage score = sales/(production cost + channel level + marketing promotion costs + after-sales service) channel's advantage? Some people will say that the "channel surface" of the "wide", is the "terminal point" of "excellent." However, we are not difficult to find the actual operation of a contradiction, if the channel surface is too wide, then terminal point is difficult to ensure excellent. Conversely, the terminal point of the excellent, but also difficult to ensure that the channel surface wide.　　This is the bottleneck that many brands have encountered during their development. Zhang said: "When it comes to the bottleneck of brand development, this is stylist." We return to the original point first-consumer consumption problem. The consumer's contribution to a brand development lies in his consumption purchase, if the merchant can provide the product which satisfies to the consumer, guaranteed the product sale feasibility, then has the production to continue. And when the consumer development to the brand, the product of the profit will be driven by the growth of sales channels, channel surface and the advantages of the terminal point will naturally, the brand will be a leap forward. So the bottleneck of brand development, in fact, consumers to the brand products do not reach the required heat. In the final analysis, it is important to increase consumers ' enthusiasm for product consumption. "From the characteristics of consumers themselves, to enhance consumer consumption of products in two ways: one is the chapter on the marketing strategy; the second is the characteristics of the product itself, mainly including product quality, product prices.　　China's children's shoes industry has developed so far, the performance of children's shoes, styles have made great strides, the same as well-known brands, product performance has tended to good beauty, and on the basis of the consumption of concern about the price is still biased. Zhang said: "Standing in the consumer's position, children's shoes as a relatively low level of the industry, the price is still a sensitive topic." For the price advantage of the judge has a formula: Price advantage score = sales/(production cost + channel level + sales promotion costs + after-sales service). The operation of an enterprise requires a variety of costs, and these costs need to be offset by sales profits. Profit = single piece profit x sales quantity, when the sales increase, the single piece of profit feedback becomes possible, BBG as the world's brand, its astonishing sales speed has become a consensus. The cost of marketing promotion, can use the cluster strong network platform, cost low effect, especially with the authority of the industry platform, such as China Children's shoes network. However, in order to ensure the advanced quality of products, production costs on the basic only rise, the unique foot-protecting technology is BBG brand walking market a big weapon. At the channel level, flat channels can give a price space to consumers and retailers. BBG in the business model of the use of the flat model without the wholesalers, direct supply by manufacturers, the national unity of image, unified training to join the chain. This mode of operation, to the retailer to set aside a greater profit margins, but also to give consumers greater benefits, is BBG fight children's shoes cityAnother big winning chip in the field. Thanks to the advantages of the previous several, BBG in the product after-sales service to maintain the leading quality. "As a trader of the Zhang of the market insights and in-depth understanding of brand operation, manifests its as a helmsman's individual quality and the ability, this has the very big influence to the brand growth, therefore as the leader needs unceasingly enriches, promotes ego, or this is also many family-oriented enterprise transformation development key.