Scarves: 200 million marketing insights behind sales

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Silk scarf as a female spring, autumn, winter three seasons dress up and the main accessories, in fact, both at home and abroad have been popular in the past hundred years, in Eileen Chang's extraordinary and Audrey Hepburn Fenghuajuedai, we are vaguely able to see or gorgeous or unadorned scarves to add to their endless charm. In the reform and opening-up before, the silk scarf is only the upper level of knowledge of women and the rich Lady, the exclusive accessories, but in the national fashion today, all kinds of scarves have been more common, in the streets of the city, almost can be said to be "no woman, no silk scarf."

However, in the market, the popularization of products does not necessarily mean that a large number of independent, specialized sales terminals, just as every household has spent 20 years of plastic cups, but in Le buckle le buckle, we can not find a specialized shop selling plastic cups. The silk scarf market (including other materials, scarves) is the same, has been through the wholesale market and clothing shop small area counters to consumers. such as orange red silk scarf is the same as the sale of chain stores, the domestic few, and in recent years only gradually emerged, the silk industry is one of them.

So, is different from the traditional consumption habits silk scarf jewelry monopoly mode has market viability? Silk towel chain terminal brand What to do to succeed?

High demand and low competition determine the existence space of silk scarf monopoly

Today, there is no doubt about the demand of female consumers for the surrounding jewelry, and gradually become popular, daily, diversified development trend. If people wear wai ornaments more to the cold, then today most people have it as a fashion, show the charm of an important element. In targeted consumer research, we found that more than 80% women had more than 5 scarves (or similar ornaments) and were being eliminated and updated every year-for the simple reason that they needed different accessories to match different outfits. When the consumer buys the clothing the idea to buy the enclosing ornament unceasingly, we are convinced that the silk scarf monopoly already started to have the sufficient living space. Silk scarf monopoly In recent years in the East China market has been gradually developed to prove this point.

In addition, the current market franchise silk towel shop of the national brand is zero, the success of the regional brand is very few, the market is difficult to see the standardization of silk cloth stores, easy competition environment also makes silk industry stores can attract consumers, and many to establish consumer loyalty.

Of course, having space does not necessarily mean success. The difference between monopoly and wholesale is to sell not only products, but also brand, monopoly requirements brand has a clear positioning demand, there should be a clear consumer positioning. Sell what, buy to who, figure out these two points, is the key of monopoly success.

Brand and consumer orientation is the key to success of silk scarf

Today, positioning in the use of brand marketing has been very common, it can be said that there is no positioning, it cannot be called a brand. The significance of brand positioning lies in the external elaboration of its own unique sales proposition, to provide consumers with a precise concept of product function or higher than the purchase of the product itself, internal as the enterprise to standardize their own product planning and operational management of a directional guidance. There are many kinds of brand positioning angle, such as from the function of the product positioning, from the brand's attribute role of the position, from the point of view of the core interests of consumers and so on. That should be from which point of view, positioning what, first of all to the consumer positioning, understand who is our consumers, their consumer psychology is what.

In the customer quantitative and qualitative analysis of silk scarves and other scarves, we found that more than 80% of the customers were between 25-50 years old, of whom more than 28 years old were women. As a result, we can define that "mature women" is the target consumer group of silk scarf. So what should we sell to mature women for their psychological characteristics?

Further analysis of target consumers we find: first, mature women shopping has a strong initiative, flexibility, at the same time because of emotional richness, exquisite, mood changes intense, full of fantasy, Lenovo, so the purchase motivation with a strong emotional color; second, mature women because of the loss of youth, appearance began to aging, even if the appearance of infinite , the heart is often uneasy, extremely lack of security, they are eager to identify, call from the heart of self-confidence. Based on these analyses, we propose to give the silk circle an emotional interest positioning, with a view to forming direct communication with the target consumers, arouse resonance; In the specific interests of the appeal, we seize the mature women fear of the loss of youth, the characteristics of self-confidence, the "mature beauty" concept, intended to tell consumers, The beauty of women is not only the invincible youth, but also mature and elegant, can confidently show their mature beauty. Silk scarf is the best choice to show the beauty of women's maturity.

Finally, we are sure to "bloom the beauty of women mature" as the positioning of the silk industry brand, in addition to all the direct or indirect communication with the consumer things (such as shop image, promotional materials, advertising, etc.) as a point of view, in the goods planning, but also tightly around the "mature to the United States" launched to truly realize the meaning of brand value transfer.

Product is always the foundation of market success

Brand positioning is not just a concept, but to be able to truly reflect the unique value of the product, consumer perception of the brand, identity is not only from the brand VI, SI and advertising, more importantly, from the experience of the product itself, so we say that products will always be the basis of market success.

In the determination of the silk industry "blooming women mature beauty" brand positioning, we around the brand positioning for the system's product planning.

First of all, around the "mature beauty" of the product line Division, preliminary planning for the "knowledge of Women" series, "Temperament Women" series, "Elegant Women" series and "Sexy Woman" series, later on the basis of the actual market conditions to adjust the series division, to different styles of products to reflect the different women's mature beauty.

The second is the rich product category, scarves our characteristics and representative products, but in order to meet the diverse needs of customers, increase the profitability of the store, we need to increase the product category of the shop, from a single silk scarf monopoly expansion to the ordinary scarf, shawl, umbrella, sunglasses, small jewelry products, spring and autumn in the silk scarf sales-oriented, Summer main sales of umbrellas, sunglasses and small ornaments, winter is a scarf. "A special category" Product category strategy not only to ensure the brand's professionalism and recognition, but also enhance the profitability of the terminal.

Third, the product design, "mature beauty" is the core of fashion and not publicity, popular without exaggeration, is a kind of quality of the United States, product design to be able to reflect, support these. Therefore, through the "buy Hand + Independent design" combination mode, the silk industry product styles, colors, patterns and other aspects of the design of the more and more good, has been welcomed by consumers.

Four is the quality of the product control, mature women have a certain economic base and social status, for product quality requirements higher than young women. After a clear brand positioning, silk industry for product quality control has also been promoted, including the national large-scale silk production enterprises, large-scale cashmere production enterprises, the establishment of professional quality control departments and so on, so that the quality of silk products is significantly higher than the same price wholesale products and similar brand products, won the trust of consumers.

With a clear, appropriate brand positioning, with excellent products, there is the basis for success, but the brand monopoly relies on the shop, the so-called "channel for the King", in the silk channel mode, we should adopt what kind of strategy?

Store success should be done Ningquewulan

At the shop development level, there are always two ways one is a steady, step-by-step, as far as possible to ensure that every open a store can survive and success, another is to vigorously promote, investment, high-strength infiltration, as long as there is a place to open the shop, through the "open shop faster than close the speed" to form the ultimate scale growth. The actual method itself is not right and wrong, the key is not suitable for the brand, suitable for enterprises.

In the silk industry channel expansion Strategy, we follow the "regional market to slow, the national market to be fast," the marketing principle, the first stable play firmly, and strive to open a shop successfully. We believe that as a new business model, we need to be fully validated in the regional market, can be quickly to the national market, and large-scale expansion is likely to be due to management capacity, lack of financial capacity and the vicious circle of supply chain into a global collapse. In the process of gradual progress, enterprises can gradually improve their production, logistics to operation, marketing and other aspects of the comprehensive ability, and reserves sufficient funds for the development of the national market to prepare.

In the stability of the strategy under the guidance of the silk industry to adhere to a specific area in the "Best business district to take the best location of the shop" such a practice, Ningquewulan, never open the shop without certainty. Because of this, silk industry in recent years relying on the advantages of the store resources, in Shanghai and even the entire East China healthy growth, thriving.

Of course, as the growth of the store and the expansion of the size of enterprises, internal management and store management has become a huge problem, then in the internal marketing, what should we do?

The right remedy for internal marketing

Enterprise internal management and store management is the essence of human management, because the basic system of work, assessment systems are similar to each enterprise, different is the team's working attitude and ability to work.

For the silk industry, the company team divided into two camps, one is office staff, one is the shop sales staff, after understanding and analysis, we have proposed different management direction for two camps. Office staff are most of the years following the growth of the company's old staff, team cohesion, no problem, but not high efficiency. Therefore, on the one hand, we have developed a system of morning and work supervision, reporting system, and also invited the training institutions for all staff for a six-month work mentality training, and gradually improve the team's work initiative and efficiency. In the shop sales staff, the main problem is that the salesman is not strong sales capacity, loyalty is not high, for this reason, we set up within the enterprise retailer College, a weekly retail training camp, and vigorously train the sales capacity of staff, in addition to the staff pay system for reasonable adjustment, Increase the employee's loyalty by increasing the actual income of the clerk.

After the management of the back office and sales staff to improve the two-pronged, the silk team's appearance of a fresh, and then also brought a steady increase in performance.

PostScript：

After a series of marketing measures, silk industry in Shanghai and the rapid development of East China, the number of shops has more than 100, sales of more than 200 million yuan, for the future in the country's rapid development of the market has laid a good foundation. A seemingly unknown business form, has become a visible future "big business on the neck."

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