Underwear marketing plan
Part 1: Underwear marketing plan
Overview and tasks
The company is a brand created at the beginning of this year, and the time is tight, and all the work has not yet been on the right track. Can only be done while perfecting. “Concentrating superior resources and building a strong regional brand” is our development strategy.
Market analysis
1. Markets across China: After the rapid development of the Chinese underwear market in recent years, the market structure of the underwear industry has basically taken shape. For the small and medium-sized underwear enterprises with limited strength and in development, they must stand firm in today's market environment. It is obviously unrealistic to rely on a comprehensive attack on the market and the pursuit of blooming everywhere. Therefore, it is necessary to review the situation and use the development strategy of “concentrating superior resources to build a strong regional brand”, hoping to gradually expand its influence and develop through the success of local regions and the accumulation of experience through successful models. In the current market situation, this is a good move, but how to break through the blockade of leading brands and smoothly achieve this goal.
The market is large and small. The size of the market is mainly affected by the level of economic development. However, consumption habits, consumer psychology, and population market environment also occupy a relatively large factor. For example, Guangdong, Zhejiang, Sichuan, Shandong and other provinces have always been regarded as strategic fortresses by second-tier brands, while Beijing, Shanghai and other places have relatively developed economies, but few second-tier brands have been successfully operated. For example, in Hubei market, although the capacity is very large, due to the extreme disorder of market competition, the market is very chaotic and the operation difficulty is relatively large, so it is difficult to see a very successful second-line brand.
In the Guangdong market, there are hundreds of flowers.
Refreshing and elegant, it is a style that Zhejiang people like. In the underwear market, foreign brands can't take advantage of much. The strong brands in the north and the south are only average in China's economically strong province. Zhejiang people like some of the most elegant domestic brands, such as Carrie, such as water flowers, such as Aoli. Even in regular underwear, the light-colored, elegantly designed models are also sold very well in Zhejiang.
Sichuan is the hottest place in the underwear market, and the fire is thermal underwear. Sichuanese like to follow the trend, like the burning passion, the hot market, the hot thermal underwear. The hotter the underwear is, the more Sichuan people like it.
Hubei's underwear market, not famous for underwear brands, but chain brands, such as Avene, small white elephants and the like.
Hunan's underwear market, only a hundred years of history, An Fufen is considered to be extraordinary. The love of the North, Mannifen in the South, and An Lifang, including Hong Kong's 30-year history, are also alive and fearful in Hunan. The second and third-line brands are even smaller. Rich is safe. Even in the thermal underwear that cramps the neck in the north, I don’t dare to move in Hunan. Buying underwear also recognizes history. Without a historical sedimentation and cultural accumulation, it is not easy to win the favor of Xiangmeizi.
Henan is China's most populous province, and the underwear market is also different. In Henan, the reputation of agents is bigger than the brand. Two or three underwear giants in Zhengzhou, not only do not know the Henan underwear industry, but also the major underwear production bases. Although Henan has a large population, the agricultural population accounts for the vast majority. Therefore, in the Henan market, the underwear brand has a flat performance, and the circulation of goods is popular.
In Shandong's underwear market, it was cut off. Qingdao, Linyi, Jinan and Weifang each occupied the land. Whether it was Jinan or other places in the provincial capital, it was difficult to radiate to the whole province. Therefore, many underwear brands have chosen to be divided into districts in Shandong, which has also made it difficult for Shandong agents to become bigger. However, a second-line brand created a record of 8 million annual returns in a single province, which once alerted the national market.
Going to Chongqing must go to Jiefangbei, only to know how many beautiful women in Chongqing; underwear industry people go to Jiefangbei, that "Li underwear" will definitely enter your eyes. Although there are some good brands on the top of the list, but the store is less than 30 square meters, in addition to lacelover, including love, Diane, Odifen, Siwei, Tingmei and other six or seven brands. Exaggerated, I have been to Chongqing. If you don't know the people in this store, you are not a person in the underwear industry. Beijing is the capital of the capital! Speaking of Beijing, there is not much difference with Shanghai. Beijing is the political and cultural center and Shanghai is the economic center of China. People said that Shanghai does not know how much money there is. When it comes to Beijing, I don’t know how big the official is. People in these two cities are born with a sense of superiority. The problem of the gap between the rich and the poor still needs to be solved. Walking away from the underwear market, Beijing and Shanghai are also strictly divided into two lines. On the one hand, the big officials and big models buy brand-name high-end goods, the people here can be realistic, there is a lot of goods in the supermarket, do not pay attention to famous brands, do not pay attention to quality, take home with you. This is called two-headed differentiation, and there is no fragrance in the middle. Brands that are not high or low, in Beijing and Shanghai, hard to do!
2. Future market trends:
The overall situation is gradually calm.
After several years of advertising wars, price wars, saliva wars, and concept wars, each brand has achieved high profits while spending a lot of crises. The crisis of the entire industry has also emerged: the trust of consumers has dropped to the extreme. From the perspective of the zero-five warm-up market, it is much calmer than in previous years. In the future, thermal underwear may abandon the health care product model that was previously famous, and overtook a smooth operation like regular underwear.
Brand stratification will be obvious.
The CEOs are meeting every year and this year is the year of reshuffle. However, washing and washing did not see who to wash out, but more people involved in the game. However, it cannot be said that shuffling has no effect. The result of shuffling is that brands compete in the market with different qualities and price points. A bit like a bra, a second-line, two-line, three-line, like XX years of diving in a certain person to warm underwear, and then want to do high-end high-priced products is estimated to be difficult.
The low-end market will be the main growth point.
Like any commodity, thermal underwear has to gradually become a mass consumer product. The annual growth rate of more than 20% requires the industry to explore new potential markets. The underwear of more than 200 yuan to 300 yuan is still a luxury for most people in China. The main growth point in the future will be It is a low-end product of less than one hundred yuan.
3. Partial market survey data analysis
Investigate a willingness to spend money
The survey shows that consumers who buy a single piece of underwear choose 32 yuan to 100 yuan accounted for 32%, 100 yuan to 200 yuan accounted for 34%, 200 yuan or more accounted for 20%, and only 50% of the price below 50 yuan.
Survey 2 increased
According to the survey, the number of personal underwear in 3 to 4 sets accounted for 57.4%, 5 to 10 sets accounted for 38.3%, and 10 sets or more accounted for 4.3%.
It is understood that under normal circumstances, the number of times each person purchases underwear intensively is twice a winter and one summer. In addition, every major holiday or business trip, tourism and other opportunities, there will be consumers to the mall to buy new underwear. Especially the special days of the Spring Festival, weddings, and the birth year.
Among the respondents, 72.7% said that they would have separate places for underwear.
Investigate the more beautiful the "color" of Mitsukoshi
The survey showed that the bright color of the underwear became the darling of the purchase family. With the diversification of underwear colors, the proportion of consumers who buy white and black traditional color underwear is shrinking, only 12.5% and 18.8%. The proportion of purchases choosing near-skin and multi-color is increasing, accounting for 47.9% and 20.8%, respectively. The color of the underwear began to change with the change of the color of the coat every season.
Survey four safety first
The survey shows that 78.8% of consumers are most concerned about the safety of fabrics.
Relevant information shows that there are currently more than 3,000 underwear manufacturers in China, 33.3% of the respondents believe that the brand will be considered first when buying underwear, 31.5% prefer comfort, 22.2% preferred style and fabric, first look at the price and then decide to buy 13%.
Investigate five beautiful tastes
According to the survey, 66.7% of female consumers said that lingerie will enhance couples' feelings and improve their quality of life; 76.5% of men affirmed this statement
competition analysis
From the perspective of the industry as a whole, thermal underwear as an emerging branch of the underwear industry, after a few years of screaming, has been a poor man. In XX, the market price tends to be civilian, and thermal underwear has become a product that can be afforded by consumers. However, factors such as the compression of profit margins and fierce competition in the brand have led to the hot market in the thermal underwear market. It has not been profitable for the whole year. Only the turnover has no profit, and it is busy during the day and busy at night. Most brands are caught in the quagmire of homogenization price wars and concept wars, showing a "white-hot" competitive situation.
Competing objects:
First-line brands are currently unable to fight, and others’ advertising budgets are larger than our investment budget. There are more than 3,000 second- and third-line brands, most of which are based on low prices. These are our competitors. There are cats in the local area, love the emperor, and hold the cats three times. The emperor has made an export, and the hi cat is an OEM. It basically does not pose a threat to us. The rest is mainly cat people. We should take a staggered operation with the cat to get a share of the local market.
Today, the homogenization competition in the underwear industry, the unspoken rule is "alternative to develop!" The essence of Sun Tzu's art of war is: to coincide, to win! Surprising to win! If underwear manufacturers fail to escape from the product thinking structure as soon as possible, they will be driven into the historical warehouse, and many enterprises are becoming warehouses without knowing it! How to enlarge demand has become a top priority for all underwear companies. Can not pull demand, more brands, more concepts, more new products will not help.
Strengths, weaknesses and opportunities, threat analysis
Advantages: Our advantage lies in the fact that the Group has relatively strong funds, self-produced cotton yarn, and has its own clothing production line. This is something that many companies relying on OEM and lack of financial strength can't compete.
Disadvantages: A new brand that has not yet been recognized, low visibility, lack of design capabilities, management team initial establishment, need to run in, sales channels have yet to be established, time is too tight.
Marketing target
Target market: Second and third-tier markets. This year, the province's market is the mainstay, and 1-2 markets outside the province are selected to explore the road, and strive to be a model market.
Sales target: This year's goal can't be too high. It's good to have 250,000 sets.
The company's sales revenue forecast for the next 3 or 5 years
Year 1st year 2nd year 3rd year 4th year 5th year
Sales income 10002000300040006000
Enterprise's goal:
Expand the network: 20XX
Optimized network: In 20XX, consolidate the agent network, so that the XXX underwear brand terminal penetration rate reached 60%, and the consumer recognition rate reached 50%.
Network goal: Establish and improve the provincial network nationwide, gradually set up an office, and assist provincial agents to establish no less than 1,000 terminal networks nationwide.
Brand goal: Three years of development into a well-known brand in the industry, six years of development into a strong underwear brand in China.
Marketing strategy
The secret of underwear companies to win is "system operation, another way, a key breakthrough."
Create your own low-priced brand; quality is higher, prices are lower, goods are updated at any time, limited supply within a limited time; allowed to return without any reason; low-risk expansion, not rushed action.
1. Product strategy: This year is mainly based on thermal underwear, mainly adult, the last youth underwear. In addition to traditional varieties, materials increase the proportion of new materials. Next year, we will produce four season products, consciously develop erotic underwear, junior underwear, sports underwear, and develop natural plant dye dyeing under the conditions, and play "environmental protection" brand.
2. Price strategy: 55% for low-end products, 35% for 100-200, and 10% for 500-600
3. Sales channel strategy: mainly based on agency distribution and direct marketing, covering a large number of prefecture-level cities in the form of agency distribution, using the network of dealers to operate the market, and setting up branches in large cities with fierce competition. With the rapid spread of the market, the company's funds are quickly recovered and the unified management is strong.
Regional agents: Most of the regions have already produced a number of excellent agents, with strong capital strength and strong terminal control ability. In the face of spring and summer, the hot spring underwear investment boom has also formed the biggest unstable factor for all thermal underwear enterprises. . Whose profit is thick, whose advertising support is big, who has a strong brand advantage, whoever chooses, there is a tendency to "make the emperor to make princes"! The network has strong advantages and weak controllability.
Direct control: First of all, in the big cities with huge thermal insulation market and fierce competition, establish a direct company or an office, and the profits after flat channel will directly compete against fierce competition and strive for a larger share of the market.
Joint ventures: The seasonality of thermal underwear is very significant. It is only from the end of September to the eve of the Spring Festival. It is obvious that the franchise is not suitable for thermal underwear enterprises. The practice of the associated store is to find the specialty stores of other products in the prosperous road section, and to engage in the joint venture with the agent dealers who have the island cabinets in the first-tier hypermarket. This can save the cost of opening the specialty store and entering the hypermarket, and can also be used in the off-season. When the whole body retreats.
Online sales: Find online agents with extensive online sales channels for comprehensive promotion.
4. Promotion strategy
The brand's advertising communication tends to be rational. It is no longer a high-profile, but also should pay attention to regional differences in advertising appeals. It will turn to the strong TV carrier, the golden area outdoor, and the golden route car body advertising to enhance the brand image. The long-term advertising interception, while using the newspaper media to launch the market, the promotion of the market, so that the placement of advertising resources is really conducive to the promotion of corporate brand value, is conducive to the market.
Advertising planning: Since this year is the starting stage, it is still low-key to enter the market. Affected by the small amount of advertising investment, only regional advertising can be done, and it can be done properly in local print media and TV stations. At the same time, it can be used for advertising on large and professional websites.
Sales of personnel: This is the most efficient way to sell and requires a well-trained salesperson. Use the original sales channels to visit and win old customers and develop new customers. In addition to the active sales of the company's sales staff, the sales of other companies to take the sales back to the commission to absorb more part-time sales staff.
Establish a corporate website: advertising through modern means of publicity.
Implementation and control of marketing plans
Implementation of the plan
1. Distribution: Distribution channels. The city has three image store counters, enter a supermarket system, mainly to stabilize the provincial market, do 1-2 image counters outside the province, develop agents in large wholesale markets outside the province, find 1-2 online shop systems The agent develops online sales.
The above channels will be adjusted according to the situation.
2. Sales control: The performance evaluation of each market segment is in the form of an analysis form, which is evaluated once a month, and the reasons for failing the corresponding sales indicators are analyzed in time, and corresponding measures are proposed.
Do a good job in corporate logistics control, positive feedback on real sales performance, to achieve no major backlog and prevent out of stock. Increase the ability to control, must have a report every week, and adjust the goods at any time according to the sales situation.
The ordering system is applied to the sales personnel, and the 1% commission is deducted for those who do not have the order or who need to replenish temporarily. .
3. Marketing target: The gross profit margin of sales cost reaches 50%.
4. Sales force: formation and incentive mechanism.
The marketing center set up the city sales department, the provincial sales department, the provincial sales department integrated sales department, the market service department, and the logistics control department.
5. Promotion: In addition to the traditional discounts, the gifts are indispensable. The second-line brands are not limited because of the limited price of the products. Affect the brand's grade. Similar things that women like are related to socks, scarves, shoulder straps, towels, cosmetic bags, make-up mirrors, etc. You can also send umbrellas, sunglasses and the like. Wrap the panties into a rose, add a flowering green leaf to embellish it, and give it to the consumer as a gift. This panty rose used to be a popular promotional gift in the industry. It has been used by many companies and is very popular among consumers. Nowadays, laundry bags, transparent shoulder straps, underwear, towels, socks, etc. are the most popular promotional gifts for underwear companies. The most popular things are often the most popular. Ordinary things, if you make some embellishments or create ideas on the packaging, they often achieve unexpected results.
Product improvement and new product development initiatives.
To build a strong brand of popular underwear, mainly to develop products of about 100 yuan, to provide quality products for the public.
Leisure and warmth series, constantly developing new fabrics and new styles for leisure and warmth to enrich products. Do the product design yourself,
mainly includes:
1) Brand type series match
2) Proportion of the number of brands produced by the brand
3) The color of the brand
4) Brand style design
5) Brand accessories
6) Brand-like product quality requirements
8) Brand packaging
9) Various signage designs for the brand
In this process, we must emphasize the close cooperation between the designer and the marketing department. The products designed must conform to the brand personality and are needed by the market. For an emerging clothing brand, the design of the product is still important, and it is also the key to determining its survival. Generally speaking, the primary task of the emerging clothing brand is to find a design director with industry experience to operate the entire product. All the previous work is carried out around the design. In enterprise management, design and marketing are like dumbbells, and the two heads are heavier. In general, in charge of clothing enterprises, such as lifting dumbbells, maintaining the balance of the two heads, through the management mechanism of planning, execution, supervision, etc., can play a role. However, in the newly established clothing brand management, first of all, emphasis or design, this is the basis. In the early stage, the specific operation is only the design of the clothing style, and the others will enter the normal program at a later time. Therefore, the design of the garment is very important. When only the designed products can be sold in the market, it may be the first to win. If the design of the product does not work, then the work done by the pre-marketing department may be in vain, wasting the manpower and material resources of the enterprise.
Market research: major market research tools and initiatives.
In the current situation, it is still impossible to cooperate with authoritative consulting organizations, and should make full use of network information, visit customers, various investment associations, sales reports, etc. to conduct market research, and implement walking management to master first-hand materials.
.company culture
. Corporate philosophy: "Sweet romance, true love XXX"
Enterprise spirit: unity and cooperation, sincere dedication, innovation and hard work, seeking truth from facts
Corporate Goal: To build a strong brand of Chinese popular underwear
Marketing mode: "zero distance" marketing mode, "agent + terminal" marketing mode
Service tenet: full service, zero distance contact
management
Rigorous: strict management, rigorous attitude, and rigorous style
Loose: Emphasize the individual expertise of employees, fully respect the nature and individuality of people, and provide opportunities for employees to develop their talents and development.
Beyond: Customers, employees, and the company develop together and create a better future.
The threshold of the business: the operation of the first-line brand, the threshold of the second-line brand.
.Action plan
Marketing activity arrangement
Chapter 2: Underwear Marketing Solutions
If the quality of a product itself has an advantage that competing products cannot compete, then it has the opportunity to aggressively break through the brand. Put yourself at a higher starting point and let competitors not surpass. This is the whole secret of segment marketing. The biggest feature of segment marketing is the bold entry into the WTO, positive work, rapid transformation of product advantages into brand advantages, externalization of brand advantages into resource advantages that consumers can understand and accept, and thus a gold brand in a short period of time. In 20XX, Zhongke warm card thermal underwear used the concept of segment marketing to hit the market and achieved gratifying results. This case summarizes the market marketing experience of Zhongke Thermal Underwear and deeply interprets the new marketing concept of segment marketing, hoping to open up the business.
Send, please see this issue "Zhongke warm card thermal underwear 20XX market marketing case"
1 Background ★ If you play Go, you already have the strength to enter from the 8th paragraph, but you have to start from the amateur, you have to lose a lot of opportunities. In the same way, when a company has mastered enough market resources and has a real fist product in its hands, it can boldly break through the brand from a higher starting point. If it is hesitant and slowly accumulates, instead, Will lose market opportunities.
★ "Warm underwear" has become a clear product category in China for just five years or so, but due to its "warm" characteristics appeal, it quickly attracted the market consumers. By 20XX, it has formed a market with hundreds of manufacturers, annual sales of 26 million to 28 million sets, and an output value of about 3 billion yuan. However, due to the low barriers to thermal underwear technology, homogenization of products, non-standard technical operation, and unregulated industry management, speculation in pursuing profits has become a wind. Many companies have entered the thermal underwear market, which has further complicated the competition in the market. This is mainly manifested in the following aspects: trust crisis, brand discount; price war, reputation decline; confusion concept, misleading consumption; technology bait, price reduction promotion.
It is in this market context that Tingmei Group chose to enter the thermal underwear industry. The reason why I chose this industry is not only because Tingmei is optimistic about the development prospects and market potential of thermal underwear, but also because Tingmei has a trump card in her hand. This trump card is: Zhongke warm card.
2 Products ★ There are many ways to enter the market, that is, you can follow the trend and enter the market directly. However, it seems that it is not as good as directly introducing products with absolute differences and directly entering high-end competition.
Tong Tingmei cut into the underwear market a few years ago, and launched a pair of underwear, Tingmei entered the thermal underwear market, and also has their own plans. According to the current status of the thermal underwear market, Tingmei believes that only by cutting into the high-end market, relying on its own brand advantages and resource advantages, raising the technical threshold, re-planning the industry layout, ending the current disordered situation of thermal underwear, can truly build up A gold brand. To this end, Tingmei has carried out a series of precise planning, taking two key steps:
The first step: to improve the technical gold content of the product.
The reason why the thermal underwear market has a crisis of trust, many companies follow up, blind competition, the key factor is that everyone does not regard "technology" as an important element. Therefore, to improve the scientific and technological content of products, it is the key card to enter the thermal underwear market and create a gold brand.
Step 2: Introduce products with absolute differentiation.
Product homogenization and concept blurring have seriously affected the development of the thermal underwear market. Therefore, Tingmei enters the thermal underwear market and must launch products with absolute differences. More critically, this difference is not just a simple conceptual difference, but a technical difference. Only in this way can Tingmei enter the market and enter the high-end market competition.
★ In order to launch high-end products with absolute differentiation, Tingmei Group has fully integrated various resources. Especially in terms of improving the technological content of products, Tingmei Group is a step ahead! Taking the lead in cooperating with the Chinese Academy of Sciences, in the field of thermal insulation materials, the high-tech “-polypropylene superfine denier filament”, which is hidden in the laboratory and far away from the market and consumers, is used in the field of thermal underwear. For the first time! Polypropylene superfine denier filaments have been developed by the Chinese Academy of Sciences through the "Eighth Five-Year Plan" and "Ninth Five-Year Plan", which have been developed by dozens of experts through tens of thousands of experiments and costing tens of millions of yuan. In the research and development process, it is based on the best natural warm fiber cashmere, which has the advantages of warmth rate 21% higher than cashmere, 10% higher permeability than cotton, and 15% higher moisture permeability than cotton. .
★ Products with so many advantages, but how to make consumers accept it quickly? .
3 marketing summed up, Zhongke warm card in five steps to solve the marketing promotion strategy.
★ The first step: refining the concept of communication.
Obviously, if the core technology advantage "polypropylene ultra-fine denier filament" is directly appealed to the spread, it will bring great obstacles to the future brand communication. For example, selling milk, to spread "my milk is very nutritious" will produce results? Of course not! Because milk has nutritious earth, people almost know that if you repeat the spread, it is equivalent to doing nothing. If “Melatonin” directly sells “melatonin” in the past, it is difficult for consumers to understand and it is difficult to produce good communication effects.
The difficult and profound technical term “polypropylene superfine filaments” must be re-refined and transformed, and this advanced technical terminology should be transformed into a brand that can be quickly spread and understood by consumers. The term, this is the key to winning the technology card and grabbing the high-end market.
The biggest feature of "polypropylene superfine denier filament" is to keep warm! Therefore, when doing conceptual refinement, you must do enough articles on the warmth. Is it called "warm fiber"? How to name "polypropylene superfine denier filament" directly as a warm fiber that ordinary people can understand?
If it is not appropriate, if it is called "warm fiber", although it is easy to understand and easy to remember, it is caught in the whirlpool of spreading the concept of "not to spread". warm? How much warmer? How warm? Why is it warm? Many problems followed. It seems that creative thinking must also be explored in depth.
Finally, the concept of "warm card" was created, and three plans for "warm card" were made, which formed the three "golden passages" for Tingmei to enter the thermal underwear market.
1. Material naming After repeated discussion and negotiation, Tingmei Group and Zhongke Group finally reached an agreement: fully respect the understanding habits of ordinary people, and officially named “polypropylene superfine denier filament” as a popular “warm card fiber”.
2. The core interests of the product are refined. As mentioned above, how much warmer is the warm card? If there is no clear interest, it becomes a vague concept, and then it is difficult to produce persuasiveness. After many comparison tests by the Chinese Academy of Sciences, it was found that it was warmer than cashmere. Based on this, we summarize the professional values such as thermal resistance and thermal conductivity that consumers cannot understand: the simple and clear communication language of “warm card, warmer than cashmere”.
3. What is a technical brand warm card? Warm card fiber is a high-tech warm material, and warm card is a new high-tech! Without high technology, it is naturally difficult to achieve a technology brand. To this end, the company will integrate the modified slicing technology, spinning technology, weaving technology, dyeing and finishing technology, garment industry and other industrial chain upstream and downstream technologies based on fine-denier and ultra-fine denier polypropylene filaments. "Unified to be named "warm card technology", let science and technology take the initiative to approach the people and become a consumer product that the people can understand and trust.
The concept of communication has finally been refined. Warm card, warm card fiber and warm card technology constitute the indispensable element for Tingmei to enter the thermal underwear industry and create a high-end brand.
★Step 2: Create a recognizable brand Why can't some good products be sold? Why are some products prospering quickly? In the tens of thousands of brands of the ocean, can your brand be recognized by consumers?
One fact that cannot be ignored is that in a society where brand diversity and market differentiation, consumers face thousands of brands every day, and brands that truly make consumers remember and promote consumer consumption are generally No more than ten kinds! A more survey shows that if a consumer is in the supermarket and chooses tens of thousands of products one by one, he will not buy any products. How to make products quickly detach from the brand ocean to make consumers aware? How to make the brand a recognizable brand that “positions” in the minds of consumers?
There is a famous saying in high-tech enterprises: "Three-stream enterprises sell products, second-tier enterprises sell technology, and first-class enterprises sell standards." There is a certain truth in the words, but for Tingmei, it is not entirely true, Tingmei believes that first-class companies should sell brands! All high-end elastic underwear puts DuPont's Lycra logo in the most eye-catching place, which fully demonstrates the power of the brand.
Therefore, for the Zhongke warm card underwear launched by Tingmei, if it only stays at the level of selling technology, it is obviously difficult to stand in a higher angle and carry out long-term competition.
Based on this, in the brand promotion model, Zhongke Warm Card adopts the most advanced method of product brand and technology brand in the international marketing field. The product brand is Zhongke warm card, and the technical brand is warm card fiber. In the process of accumulating brand assets in the future, the following major factors will be taken as the basic framework of Zhongke warm-card thermal underwear. While carrying out unified system communication, we will continue to accumulate brand assets and enhance the value of the brand.
★ The third step: the spread of the section of the section of the warm card thermal underwear, it is necessary to tell consumers that it is a high-end brand with high-tech content! Here, the brand's marketing communication means is very important.
In this respect, if you only rely on Tingmei to buy technology, one-way communication is obviously not enough. To this end, Tingmei must form a strategic alliance with the Chinese Academy of Sciences, taking a new path created by product brands and technology brands.
After many negotiations and negotiations, Tingmei and the Chinese Academy of Sciences finally reached a consensus to jointly create a "warm card" brand. On July 15, 20XX, Tingmei Group announced at Beijing Great Wall Hotel that it formed a strategic alliance with Zhongke Group of the Chinese Academy of Sciences to give full play to their respective advantages in technology and market, completely breaking the homogenization of traditional thermal underwear products, vague concept and vicious competition. In the bad situation, redefining thermal underwear with warmth, temperature and comfort, and launching a new thermal underwear product with excellent sense of quality and technology and strong differentiation.
★Step 4: Two tools for the spread of the segment – Zhongke and Warm Card In the process of brand communication, Tingmei has mastered two important elements for the focused communication, namely: Chinese Academy of Sciences and Warm Card.
Tingmei Group has positioned two important elements of communication as Zhongke and Warm Card, and naturally has its own considerations: “Zhongke” clearly shows the blood relationship between this product and the Chinese Academy of Sciences. In the minds of consumers, the Chinese Academy of Sciences is a very high The scientific and technological symbol of integrity and reputation, which greatly enhances the credibility of product quality and scientific content; “warm card” is the functional fiber with the most differentiated competitive advantage of this product. It is the cooperation between Zhongke Group and Tingmei Group. High-tech technology brands, and truly high-quality, high-tech warm materials, is a blank point in the thermal underwear market.
One of the most important criteria in advertising communication behavior is to maximize the communication and emphasis of the product's own advantages for the target consumer group's points of interest. For Zhongke warm card, in addition to highlighting these two major factors in the process of communication, there is one more thing that must be done, that is, let consumers know that Zhongke warm card underwear is indeed a brand new technology product. .
★Step 5: “Seven weapons” for externalizing brand resources
In the process of brand communication, sometimes it is not enough to spread a single brand information, especially when new products are listed. It is better to spread the brand from multiple sides and multiple angles, externalize brand resources, and highlight the benefits. Improve competitiveness.
Externalizing brand resources is a complex task and a systematic project. In order to give full play to the brand's resource advantages, in the process of brand communication, Tingmei adopted a three-dimensional communication model and used seven kinds of weapons to achieve good results.
The first weapon: the technical card for the vanguard second weapon: the star to help, the matching technology spreads the third weapon: the fourth weapon of emotional marketing: public relations to help out, the fifth weapon in depth: the sixth type of progressive communication Weapons: The seventh weapon of newspaper article advertising operation: resource borrowing, borrowing a ship to go to sea
4 In order to quickly promote the occupation of the high-end market of Zhongke warm-up underwear, in terms of marketing strategy, the terminal also adopted a marketing strategy of “terminal array, high-low, and real-fire”.
★ Terminal deployment, experience marketing In order to effectively control the terminal, Zhongke Warm Card changed the marketing model based on dealers, and adopted vertical marketing and marketing tactics of inserting one scorpion into the end, directly dispatching group market management personnel to each province to Tingmei Group's brand strength communicates with major shopping malls around the world, striving for a favorable position and optimal policy for the terminal.
In various stores, Zhongke warm cards are close to competitors, launching close competition, striving for more display space than competitors, and maximizing the advantages of terminal passenger flow communication. Since the strength of Zhongke warm card far exceeds that of its peers in product packaging, store promotion, and in-store display, it has promoted a considerable number of consumers who purchase competitive brands to achieve brand conversion and sales with Zhongke Warm Card.
In the weekends and festivals where competing products are the most easy to play with price games, Zhongke Warm Card adopts methods of mobilizing goods and gift resources, doing large-scale promotion activities, and focusing on pressure to ensure that they are always in a competitive position.
At the same time, in order to let consumers feel the brand's scientific and technological sense, Tingmei launched an experiential marketing campaign in the terminal. Each counter is equipped with warm card fabrics, water and other props. When the customer's propaganda on the performance of the warm card will be suspected, the shopping guide will do a moisture penetration test on the spot, so that the customer can see how the water on the side of the warm card quickly penetrates into the other side, so that the consumer has a more warm card. Intuitive understanding.
★ High-low brand with high-level brand image, high-grade product quality, moderate price to attract customers, low-level brands and products out of the bureau, to ensure dealers' profits and business, and enhance competitiveness.
★The strategy of realizing virtual reality has two levels. The first level is the competition between brand image and virtual reality. The brand image of Zhongke warm card thermal underwear has quality commitment, technology guarantee, and direct customer quality as the benefit point to attract customers. It is credible, and the technology base, product base and even star advertising of competitors have nothing to do with consumers. The second level is to push the terminal experience marketing on the details of the terminal marketing, and vigorously launch the terminal experience marketing, specially made a batch of props dedicated to the terminal marketing, to do the moisture absorption test, the body feeling test and the contrast test of the warm card, let the consumption Intuitively experience the magic of the warm card on the spot, speak with real technology, and win in one fell swoop.
Like Tingmei underwear three years ago, on October 18th, the warm-up thermal underwear that has been on the market for just over 20 days has appeared in the country in an unsatisfactory out-of-stock situation. At the beginning of November, the first time in Beijing, the history of thermal underwear sales appeared to buy white bars. Until the first ten days of December, when the Tingmei Group increased its productivity, the tight supply of warm-up underwear in the national market finally came to light.
Part 3: Thermal underwear marketing plan
Thermal underwear is one of the most lively and topical branches in the textile and apparel industry, and it is also the most incredible branch. The warm underwear industry was not born for a long time, but in just a few years, relying on overwhelming advertising campaigns and concepts to fight out is a very large but very fragile market. Although the brand has a very high reputation, it can't talk about any reputation, the sales channel is unstable, the consumers are unstable, the promotion competition is fierce and disorderly. The manufacturers have to introduce new concepts every year, but they are new bottled wines every year. At best, it is to work hard on the fabric. After the reshuffle of the market, many of the old star companies in the industry have already lost their sights.
On the one hand, because of the fierce competition and the increasingly transparent industry, the thermal underwear products have faded from the mystery, and the profit margin of the products has been declining. On the other hand, manufacturers have to continue to invest a lot of advertising expenses and hire celebrity spokespersons. To maintain the visibility of your brand. Obviously, the era of industry profits has passed, and the thermal underwear companies seem to be not too smart compared to those who do traditional underwear and women's underwear.
People in the circle say that the most important thing to do for thermal underwear is passion. From the boss to the dealer to the salesman of the company, you need to be passionate and dare to fight. It is said that in the past, many brands of bosses used their great courage to take all their nets to CCTV and bet on celebrity endorsements, and then quickly became famous, and produced a so-called "brand".
Although the Antarctic people, the Arctic velvet and so on are still playing the role of the industry standard-bearer, but they have increasingly felt that their end in the promotion and promotion, is still repeating the concept of hype. Although Tingmei, who is good at speculation, has joined several major brands to join the thermal underwear industry, the market has been stirred up, but Tingmei is more like a guerrilla general. After occupying the position, it is likely to aim at new targets.
Throughout the thermal underwear industry, we often have the following questions:
Why is the thermal underwear brand investing so much in advertising fees, and it is difficult to impress people besides the brand name and its image spokesperson? Why do thermal underwear brands invest so many ads every year to maintain brand awareness?
Second, why can cat-man underwear achieve remarkable success in recent years? And the Antarctic people are willing to pay 5 million days of annual salary to dig up their former president Li Xiaoping?
Third, why traditional underwear companies such as Sangun, Yishuang, etc. do not invest in advertising, and they can easily get a share of the thermal underwear market through product extension. And it seems difficult for thermal underwear companies to get involved in basic underwear?
4. Why do thermal underwear companies need to attract investment every year? ...... Behind these questions, we carry out in-depth analysis, it is not difficult to find that the success of the cat, in addition to its clear "fashion underwear" positioning, its powerful terminal image is absolutely indispensable. Although many thermal underwear brands claim to have thousands of sales outlets, they simply cannot have a unified terminal image. Moreover, their sales terminals disappear from the market almost in the off-season, making it difficult for consumers. Continuous delivery of clear brand information. Therefore, the author asserts that the fragility of the terminal is currently the biggest weakness of the development of thermal underwear enterprises.
A good image of the terminal itself is the best and most direct advertisement for consumers, because the terminal combines specific products and contacts with consumers, and it is a long-term display of brand image to consumers, so it is more than outdoor print ads. TV commercials, etc. are more convincing and more likely to impress customers. The fragility of the terminal of thermal underwear is mainly manifested in two aspects: First, the lack of a unified and distinctive terminal image. Second, its terminal will disappear in the off-season, forming a fault, and can not consistently convey brand information. Why did it lead to such a phenomenon?
Because of the characteristics of the product, the terminal is inherently deficient; because the thermal underwear products are single, the style is monotonous, the variety is not much, and the seasonality is very obvious, so the store cannot be opened, so it is impossible to build a complete terminal monopoly image. Also because the product is simple, the opening of counters in shopping malls, supermarkets, etc. is actually a few square meters of shelf display, and many of the shelves are provided by the mall. The color of the shelves is determined by the mall, and the VI of the brand being sold. The image specification has nothing to do with it. Therefore, the image of the thermal underwear brand terminal of many stores almost depends on the packaging of the product. After all, packaging is changed with the characteristics of the product style, and it is difficult to have a unified performance center. Moreover, in other words, how can the brand image be effectively transmitted only by packaging? Moreover, because thermal underwear is a seasonal product, every year after the Spring Festival, many thermal underwear in shopping malls and retail stores will begin to withdraw from the cabinet. The thermal underwear industry has thus begun to “summer sleep” for half a year. The poorly-run business has never woke up after sleeping. “Summer Sleep” often leads directly to the disappearance of the terminal, as well as the shift of the customer's business focus and the loss of customers.
Second, because of the development and operation of the market, there is a fault. Because of the reason of the "summer sleep" of thermal underwear, the main task of the first half of the year is to invite investment, and to prepare for autumn and winter goods and design packaging. When it is ready, it will wait for the second half of the shipment sprint. Therefore, in the first half of the year, the exhibitions of major underwear, such as the full needle show, became the stage for attracting thermal underwear enterprises. The scale of exhibitors is getting bigger and bigger, and the investment is also bigger than one. The annual cost of enterprises only at exhibitions and investment conferences will account for 10% of the turnover, or even more. At the same time, in the first half of the year, the advertisements for thermal underwear will also be seen in the major media.
The rules are very simple. If you are not good at customers in the first half of the year, don't think about how much sales in the second half of the year. In this way, market development in the first half of the year, and the introduction of products by customers for sales is the second half of the year, there is a long time gap in the middle, making it difficult and difficult for customers to ensure that the terminal is built according to the company's image standards. Moreover, in the second half of the year, once the shipment began, the terminal network spread almost at a rapid expansion rate. The company did not have much time to follow up the construction of the network image.
Third, because of customer characteristics Because of the industry characteristics, customers who run thermal underwear are almost always aiming at the pursuit of short-term interests. General agents have such an idea, first make money and then say, who knows that the brand they operate does not exist after half a year. Therefore, they would rather spend a lot of money on advertising and promotion, and they are not willing to put money into building terminals. And the terminal retailer usually does not only operate a warm brand, he also wants to consider the product sales in his store in the first half of next year, and therefore is not willing to invest a lot of money to do the specific terminal image of a certain brand. Therefore, it is also destined to lack the image of the sales terminal of thermal underwear.
Overview and tasks
The company is a brand created at the beginning of this year, and the time is tight, and all the work has not yet been on the right track. Can only be done while perfecting. “Concentrating superior resources and building a strong regional brand” is our development strategy.
Market analysis
1. Markets across China: After the rapid development of the Chinese underwear market in recent years, the market structure of the underwear industry has basically taken shape. For the small and medium-sized underwear enterprises with limited strength and in development, they must stand firm in today's market environment. It is obviously unrealistic to rely on a comprehensive attack on the market and the pursuit of blooming everywhere. Therefore, it is necessary to review the situation and use the development strategy of “concentrating superior resources to build a strong regional brand”, hoping to gradually expand its influence and develop through the success of local regions and the accumulation of experience through successful models. In the current market situation, this is a good move, but how to break through the blockade of leading brands and smoothly achieve this goal.
The market is large and small. The size of the market is mainly affected by the level of economic development. However, consumption habits, consumer psychology, and population market environment also occupy a relatively large factor. For example, Guangdong, Zhejiang, Sichuan, Shandong and other provinces have always been regarded as strategic fortresses by second-tier brands, while Beijing, Shanghai and other places have relatively developed economies, but few second-tier brands have been successfully operated. For example, in Hubei market, although the capacity is very large, due to the extreme disorder of market competition, the market is very chaotic and the operation difficulty is relatively large, so it is difficult to see a very successful second-line brand.
In the Guangdong market, there are hundreds of flowers.
Refreshing and elegant, it is a style that Zhejiang people like. In the underwear market, foreign brands can't take advantage of much. The strong brands in the north and the south are only average in China's economically strong province. Zhejiang people like some of the most elegant domestic brands, such as Carrie, such as water flowers, such as Aoli. Even in regular underwear, the light-colored, elegantly designed models are also sold very well in Zhejiang.
Sichuan is the hottest place in the underwear market, and the fire is thermal underwear. Sichuanese like to follow the trend, like the burning passion, the hot market, the hot thermal underwear. The hotter the underwear is, the more Sichuan people like it.
Hubei's underwear market, not famous for underwear brands, but chain brands, such as Avene, small white elephants and the like.
Hunan's underwear market, only a hundred years of history, An Fufen is considered to be extraordinary. The love of the North, Mannifen in the South, and An Lifang, including Hong Kong's 30-year history, are also alive and fearful in Hunan. The second and third-line brands are even smaller. Rich is safe. Even in the thermal underwear that cramps the neck in the north, I don’t dare to move in Hunan. Buying underwear also recognizes history. Without a historical sedimentation and cultural accumulation, it is not easy to win the favor of Xiangmeizi.
Henan is China's most populous province, and the underwear market is also different. In Henan, the reputation of agents is bigger than the brand. Two or three underwear giants in Zhengzhou, not only do not know the Henan underwear industry, but also the major underwear production bases. Although Henan has a large population, the agricultural population accounts for the vast majority. Therefore, in the Henan market, the underwear brand has a flat performance, and the circulation of goods is popular.
In Shandong's underwear market, it was cut off. Qingdao, Linyi, Jinan and Weifang each occupied the land. Whether it was Jinan or other places in the provincial capital, it was difficult to radiate to the whole province. Therefore, many underwear brands have chosen to be divided into districts in Shandong, which has also made it difficult for Shandong agents to become bigger. However, a second-line brand created a record of 8 million annual returns in a single province, which once alerted the national market.
Going to Chongqing must go to Jiefangbei, only to know how many beautiful women in Chongqing; underwear industry people go to Jiefangbei, that "Li underwear" will definitely enter your eyes. Although there are some good brands on the top of the list, but the store is less than 30 square meters, in addition to lacelover, including love, Diane, Odifen, Siwei, Tingmei and other six or seven brands. Exaggerated, I have been to Chongqing. If you don't know the people in this store, you are not a person in the underwear industry. Beijing is the capital of the capital! Speaking of Beijing, there is not much difference with Shanghai. Beijing is the political and cultural center and Shanghai is the economic center of China. People said that Shanghai does not know how much money there is. When it comes to Beijing, I don’t know how big the official is. People in these two cities are born with a sense of superiority. The problem of the gap between the rich and the poor still needs to be solved. Walking away from the underwear market, Beijing and Shanghai are also strictly divided into two lines. On the one hand, the big officials and big models buy brand-name high-end goods, the people here can be realistic, there is a lot of goods in the supermarket, do not pay attention to famous brands, do not pay attention to quality, take home with you. This is called two-headed differentiation, and there is no fragrance in the middle. Brands that are not high or low, in Beijing and Shanghai, hard to do!
2. Future market trends:
The overall situation is gradually calm.
After several years of advertising wars, price wars, saliva wars, and concept wars, each brand has achieved high profits while spending a lot of crises. The crisis of the entire industry has also emerged: the trust of consumers has dropped to the extreme. From the perspective of the zero-five warm-up market, it is much calmer than in previous years. In the future, thermal underwear may abandon the health care product model that was previously famous, and overtook a smooth operation like regular underwear.
Brand stratification will be obvious.
The CEOs are meeting every year and this year is the year of reshuffle. However, washing and washing did not see who to wash out, but more people involved in the game. However, it cannot be said that shuffling has no effect. The result of shuffling is that brands compete in the market with different qualities and price points. A bit like a bra, a second-line, two-line, three-line, like XX years of diving in a certain person to warm underwear, and then want to do high-end high-priced products is estimated to be difficult.
The low-end market will be the main growth point.
Like any commodity, thermal underwear has to gradually become a mass consumer product. The annual growth rate of more than 20% requires the industry to explore new potential markets. The underwear of more than 200 yuan to 300 yuan is still a luxury for most people in China. The main growth point in the future will be It is a low-end product of less than one hundred yuan.
3. Partial market survey data analysis
Investigate a willingness to spend money
The survey shows that consumers who buy a single piece of underwear choose 32 yuan to 100 yuan accounted for 32%, 100 yuan to 200 yuan accounted for 34%, 200 yuan or more accounted for 20%, and only 50% of the price below 50 yuan.
Survey 2 increased
According to the survey, the number of personal underwear in 3 to 4 sets accounted for 57.4%, 5 to 10 sets accounted for 38.3%, and 10 sets or more accounted for 4.3%.
It is understood that under normal circumstances, the number of times each person purchases underwear intensively is twice a winter and one summer. In addition, every major holiday or business trip, tourism and other opportunities, there will be consumers to the mall to buy new underwear. Especially the special days of the Spring Festival, weddings, and the birth year.
Among the respondents, 72.7% said that they would have separate places for underwear.
Investigate the more beautiful the "color" of Mitsukoshi
The survey showed that the bright color of the underwear became the darling of the purchase family. With the diversification of underwear colors, the proportion of consumers who buy white and black traditional color underwear is shrinking, only 12.5% and 18.8%. The proportion of purchases choosing near-skin and multi-color is increasing, accounting for 47.9% and 20.8%, respectively. The color of the underwear began to change with the change of the color of the coat every season.
Survey four safety first
The survey shows that 78.8% of consumers are most concerned about the safety of fabrics.
Relevant information shows that there are currently more than 3,000 underwear manufacturers in China, 33.3% of the respondents believe that the brand will be considered first when buying underwear, 31.5% prefer comfort, 22.2% preferred style and fabric, first look at the price and then decide to buy 13%.
Investigate five beautiful tastes
According to the survey, 66.7% of female consumers said that lingerie will enhance couples' feelings and improve their quality of life; 76.5% of men affirmed this statement
competition analysis
From the perspective of the industry as a whole, thermal underwear as an emerging branch of the underwear industry, after a few years of screaming, has been a poor man. In XX, the market price tends to be civilian, and thermal underwear has become a product that can be afforded by consumers. However, factors such as the compression of profit margins and fierce competition in the brand have led to the hot market in the thermal underwear market. It has not been profitable for the whole year. Only the turnover has no profit, and it is busy during the day and busy at night. Most brands are caught in the quagmire of homogenization price wars and concept wars, showing a "white-hot" competitive situation.
Competing objects:
First-line brands are currently unable to fight, and others’ advertising budgets are larger than our investment budget. There are more than 3,000 second- and third-line brands, most of which are based on low prices. These are our competitors. There are cats in the local area, love the emperor, and hold the cats three times. The emperor has made an export, and the hi cat is an OEM. It basically does not pose a threat to us. The rest is mainly cat people. We should take a staggered operation with the cat to get a share of the local market.
Today, the homogenization competition in the underwear industry, the unspoken rule is "alternative to develop!" The essence of Sun Tzu's art of war is: to coincide, to win! Surprising to win! If underwear manufacturers fail to escape from the product thinking structure as soon as possible, they will be driven into the historical warehouse, and many enterprises are becoming warehouses without knowing it! How to enlarge demand has become a top priority for all underwear companies. Can not pull demand, more brands, more concepts, more new products will not help.
Strengths, weaknesses and opportunities, threat analysis
Advantages: Our advantage lies in the fact that the Group has relatively strong funds, self-produced cotton yarn, and has its own clothing production line. This is something that many companies relying on OEM and lack of financial strength can't compete.
Disadvantages: A new brand that has not yet been recognized, low visibility, lack of design capabilities, management team initial establishment, need to run in, sales channels have yet to be established, time is too tight.
Marketing target
Target market: Second and third-tier markets. This year, the province's market is the mainstay, and 1-2 markets outside the province are selected to explore the road, and strive to be a model market.
Sales target: This year's goal can't be too high. It's good to have 250,000 sets.
The company's sales revenue forecast for the next 3 or 5 years
Year 1st year 2nd year 3rd year 4th year 5th year
Sales income 10002000300040006000
Enterprise's goal:
Expand the network: 20XX
Optimized network: In 20XX, consolidate the agent network, so that the XXX underwear brand terminal penetration rate reached 60%, and the consumer recognition rate reached 50%.
Network goal: Establish and improve the provincial network nationwide, gradually set up an office, and assist provincial agents to establish no less than 1,000 terminal networks nationwide.
Brand goal: Three years of development into a well-known brand in the industry, six years of development into a strong underwear brand in China.
Marketing strategy
The secret of underwear companies to win is "system operation, another way, a key breakthrough."
Create your own low-priced brand; quality is higher, prices are lower, goods are updated at any time, limited supply within a limited time; allowed to return without any reason; low-risk expansion, not rushed action.
1. Product strategy: This year is mainly based on thermal underwear, mainly adult, the last youth underwear. In addition to traditional varieties, materials increase the proportion of new materials. Next year, we will produce four season products, consciously develop erotic underwear, junior underwear, sports underwear, and develop natural plant dye dyeing under the conditions, and play "environmental protection" brand.
2. Price strategy: 55% for low-end products, 35% for 100-200, and 10% for 500-600
3. Sales channel strategy: mainly based on agency distribution and direct marketing, covering a large number of prefecture-level cities in the form of agency distribution, using the network of dealers to operate the market, and setting up branches in large cities with fierce competition. With the rapid spread of the market, the company's funds are quickly recovered and the unified management is strong.
Regional agents: Most of the regions have already produced a number of excellent agents, with strong capital strength and strong terminal control ability. In the face of spring and summer, the hot spring underwear investment boom has also formed the biggest unstable factor for all thermal underwear enterprises. . Whose profit is thick, whose advertising support is big, who has a strong brand advantage, whoever chooses, there is a tendency to "make the emperor to make princes"! The network has strong advantages and weak controllability.
Direct control: First of all, in the big cities with huge thermal insulation market and fierce competition, establish a direct company or an office, and the profits after flat channel will directly compete against fierce competition and strive for a larger share of the market.
Joint ventures: The seasonality of thermal underwear is very significant. It is only from the end of September to the eve of the Spring Festival. It is obvious that the franchise is not suitable for thermal underwear enterprises. The practice of the associated store is to find the specialty stores of other products in the prosperous road section, and to engage in the joint venture with the agent dealers who have the island cabinets in the first-tier hypermarket. This can save the cost of opening the specialty store and entering the hypermarket, and can also be used in the off-season. When the whole body retreats.
Online sales: Find online agents with extensive online sales channels for comprehensive promotion.
4. Promotion strategy
The brand's advertising communication tends to be rational. It is no longer a high-profile, but also should pay attention to regional differences in advertising appeals. It will turn to the strong TV carrier, the golden area outdoor, and the golden route car body advertising to enhance the brand image. The long-term advertising interception, while using the newspaper media to launch the market, the promotion of the market, so that the placement of advertising resources is really conducive to the promotion of corporate brand value, is conducive to the market.
Advertising planning: Since this year is the starting stage, it is still low-key to enter the market. Affected by the small amount of advertising investment, only regional advertising can be done, and it can be done properly in local print media and TV stations. At the same time, it can be used for advertising on large and professional websites.
Sales of personnel: This is the most efficient way to sell and requires a well-trained salesperson. Use the original sales channels to visit and win old customers and develop new customers. In addition to the active sales of the company's sales staff, the sales of other companies to take the sales back to the commission to absorb more part-time sales staff.
Establish a corporate website: advertising through modern means of publicity.
Implementation and control of marketing plans
Implementation of the plan
1. Distribution: Distribution channels. The city has three image store counters, enter a supermarket system, mainly to stabilize the provincial market, do 1-2 image counters outside the province, develop agents in large wholesale markets outside the province, find 1-2 online shop systems The agent develops online sales.
The above channels will be adjusted according to the situation.
2. Sales control: The performance evaluation of each market segment is in the form of an analysis form, which is evaluated once a month, and the reasons for failing the corresponding sales indicators are analyzed in time, and corresponding measures are proposed.
Do a good job in corporate logistics control, positive feedback on real sales performance, to achieve no major backlog and prevent out of stock. Increase the ability to control, must have a report every week, and adjust the goods at any time according to the sales situation.
The ordering system is applied to the sales personnel, and the 1% commission is deducted for those who do not have the order or who need to replenish temporarily. .
3. Marketing target: The gross profit margin of sales cost reaches 50%.
4. Sales force: formation and incentive mechanism.
The marketing center set up the city sales department, the provincial sales department, the provincial sales department integrated sales department, the market service department, and the logistics control department.
5. Promotion: In addition to the traditional discounts, the gifts are indispensable. The second-line brands are not limited because of the limited price of the products. Affect the brand's grade. Similar things that women like are related to socks, scarves, shoulder straps, towels, cosmetic bags, make-up mirrors, etc. You can also send umbrellas, sunglasses and the like. Wrap the panties into a rose, add a flowering green leaf to embellish it, and give it to the consumer as a gift. This panty rose used to be a popular promotional gift in the industry. It has been used by many companies and is very popular among consumers. Nowadays, laundry bags, transparent shoulder straps, underwear, towels, socks, etc. are the most popular promotional gifts for underwear companies. The most popular things are often the most popular. Ordinary things, if you make some embellishments or create ideas on the packaging, they often achieve unexpected results.
Product improvement and new product development initiatives.
To build a strong brand of popular underwear, mainly to develop products of about 100 yuan, to provide quality products for the public.
Leisure and warmth series, constantly developing new fabrics and new styles for leisure and warmth to enrich products. Do the product design yourself,
mainly includes:
1) Brand type series match
2) Proportion of the number of brands produced by the brand
3) The color of the brand
4) Brand style design
5) Brand accessories
6) Brand-like product quality requirements
8) Brand packaging
9) Various signage designs for the brand
In this process, we must emphasize the close cooperation between the designer and the marketing department. The products designed must conform to the brand personality and are needed by the market. For an emerging clothing brand, the design of the product is still important, and it is also the key to determining its survival. Generally speaking, the primary task of the emerging clothing brand is to find a design director with industry experience to operate the entire product. All the previous work is carried out around the design. In enterprise management, design and marketing are like dumbbells, and the two heads are heavier. In general, in charge of clothing enterprises, such as lifting dumbbells, maintaining the balance of the two heads, through the management mechanism of planning, execution, supervision, etc., can play a role. However, in the newly established clothing brand management, first of all, emphasis or design, this is the basis. In the early stage, the specific operation is only the design of the clothing style, and the others will enter the normal program at a later time. Therefore, the design of the garment is very important. When only the designed products can be sold in the market, it may be the first to win. If the design of the product does not work, then the work done by the pre-marketing department may be in vain, wasting the manpower and material resources of the enterprise.
Market research: major market research tools and initiatives.
In the current situation, it is still impossible to cooperate with authoritative consulting organizations, and should make full use of network information, visit customers, various investment associations, sales reports, etc. to conduct market research, and implement walking management to master first-hand materials.
.company culture
. Corporate philosophy: "Sweet romance, true love XXX"
Enterprise spirit: unity and cooperation, sincere dedication, innovation and hard work, seeking truth from facts
Corporate Goal: To build a strong brand of Chinese popular underwear
Marketing mode: "zero distance" marketing mode, "agent + terminal" marketing mode
Service tenet: full service, zero distance contact
management
Rigorous: strict management, rigorous attitude, and rigorous style
Loose: Emphasize the individual expertise of employees, fully respect the nature and individuality of people, and provide opportunities for employees to develop their talents and development.
Beyond: Customers, employees, and the company develop together and create a better future.
The threshold of the business: the operation of the first-line brand, the threshold of the second-line brand.
.Action plan
Marketing activity arrangement
Chapter 2: Underwear Marketing Solutions
If the quality of a product itself has an advantage that competing products cannot compete, then it has the opportunity to aggressively break through the brand. Put yourself at a higher starting point and let competitors not surpass. This is the whole secret of segment marketing. The biggest feature of segment marketing is the bold entry into the WTO, positive work, rapid transformation of product advantages into brand advantages, externalization of brand advantages into resource advantages that consumers can understand and accept, and thus a gold brand in a short period of time. In 20XX, Zhongke warm card thermal underwear used the concept of segment marketing to hit the market and achieved gratifying results. This case summarizes the market marketing experience of Zhongke Thermal Underwear and deeply interprets the new marketing concept of segment marketing, hoping to open up the business.
Send, please see this issue "Zhongke warm card thermal underwear 20XX market marketing case"
1 Background ★ If you play Go, you already have the strength to enter from the 8th paragraph, but you have to start from the amateur, you have to lose a lot of opportunities. In the same way, when a company has mastered enough market resources and has a real fist product in its hands, it can boldly break through the brand from a higher starting point. If it is hesitant and slowly accumulates, instead, Will lose market opportunities.
★ "Warm underwear" has become a clear product category in China for just five years or so, but due to its "warm" characteristics appeal, it quickly attracted the market consumers. By 20XX, it has formed a market with hundreds of manufacturers, annual sales of 26 million to 28 million sets, and an output value of about 3 billion yuan. However, due to the low barriers to thermal underwear technology, homogenization of products, non-standard technical operation, and unregulated industry management, speculation in pursuing profits has become a wind. Many companies have entered the thermal underwear market, which has further complicated the competition in the market. This is mainly manifested in the following aspects: trust crisis, brand discount; price war, reputation decline; confusion concept, misleading consumption; technology bait, price reduction promotion.
It is in this market context that Tingmei Group chose to enter the thermal underwear industry. The reason why I chose this industry is not only because Tingmei is optimistic about the development prospects and market potential of thermal underwear, but also because Tingmei has a trump card in her hand. This trump card is: Zhongke warm card.
2 Products ★ There are many ways to enter the market, that is, you can follow the trend and enter the market directly. However, it seems that it is not as good as directly introducing products with absolute differences and directly entering high-end competition.
Tong Tingmei cut into the underwear market a few years ago, and launched a pair of underwear, Tingmei entered the thermal underwear market, and also has their own plans. According to the current status of the thermal underwear market, Tingmei believes that only by cutting into the high-end market, relying on its own brand advantages and resource advantages, raising the technical threshold, re-planning the industry layout, ending the current disordered situation of thermal underwear, can truly build up A gold brand. To this end, Tingmei has carried out a series of precise planning, taking two key steps:
The first step: to improve the technical gold content of the product.
The reason why the thermal underwear market has a crisis of trust, many companies follow up, blind competition, the key factor is that everyone does not regard "technology" as an important element. Therefore, to improve the scientific and technological content of products, it is the key card to enter the thermal underwear market and create a gold brand.
Step 2: Introduce products with absolute differentiation.
Product homogenization and concept blurring have seriously affected the development of the thermal underwear market. Therefore, Tingmei enters the thermal underwear market and must launch products with absolute differences. More critically, this difference is not just a simple conceptual difference, but a technical difference. Only in this way can Tingmei enter the market and enter the high-end market competition.
★ In order to launch high-end products with absolute differentiation, Tingmei Group has fully integrated various resources. Especially in terms of improving the technological content of products, Tingmei Group is a step ahead! Taking the lead in cooperating with the Chinese Academy of Sciences, in the field of thermal insulation materials, the high-tech “-polypropylene superfine denier filament”, which is hidden in the laboratory and far away from the market and consumers, is used in the field of thermal underwear. For the first time! Polypropylene superfine denier filaments have been developed by the Chinese Academy of Sciences through the "Eighth Five-Year Plan" and "Ninth Five-Year Plan", which have been developed by dozens of experts through tens of thousands of experiments and costing tens of millions of yuan. In the research and development process, it is based on the best natural warm fiber cashmere, which has the advantages of warmth rate 21% higher than cashmere, 10% higher permeability than cotton, and 15% higher moisture permeability than cotton. .
★ Products with so many advantages, but how to make consumers accept it quickly? .
3 marketing summed up, Zhongke warm card in five steps to solve the marketing promotion strategy.
★ The first step: refining the concept of communication.
Obviously, if the core technology advantage "polypropylene ultra-fine denier filament" is directly appealed to the spread, it will bring great obstacles to the future brand communication. For example, selling milk, to spread "my milk is very nutritious" will produce results? Of course not! Because milk has nutritious earth, people almost know that if you repeat the spread, it is equivalent to doing nothing. If “Melatonin” directly sells “melatonin” in the past, it is difficult for consumers to understand and it is difficult to produce good communication effects.
The difficult and profound technical term “polypropylene superfine filaments” must be re-refined and transformed, and this advanced technical terminology should be transformed into a brand that can be quickly spread and understood by consumers. The term, this is the key to winning the technology card and grabbing the high-end market.
The biggest feature of "polypropylene superfine denier filament" is to keep warm! Therefore, when doing conceptual refinement, you must do enough articles on the warmth. Is it called "warm fiber"? How to name "polypropylene superfine denier filament" directly as a warm fiber that ordinary people can understand?
If it is not appropriate, if it is called "warm fiber", although it is easy to understand and easy to remember, it is caught in the whirlpool of spreading the concept of "not to spread". warm? How much warmer? How warm? Why is it warm? Many problems followed. It seems that creative thinking must also be explored in depth.
Finally, the concept of "warm card" was created, and three plans for "warm card" were made, which formed the three "golden passages" for Tingmei to enter the thermal underwear market.
1. Material naming After repeated discussion and negotiation, Tingmei Group and Zhongke Group finally reached an agreement: fully respect the understanding habits of ordinary people, and officially named “polypropylene superfine denier filament” as a popular “warm card fiber”.
2. The core interests of the product are refined. As mentioned above, how much warmer is the warm card? If there is no clear interest, it becomes a vague concept, and then it is difficult to produce persuasiveness. After many comparison tests by the Chinese Academy of Sciences, it was found that it was warmer than cashmere. Based on this, we summarize the professional values such as thermal resistance and thermal conductivity that consumers cannot understand: the simple and clear communication language of “warm card, warmer than cashmere”.
3. What is a technical brand warm card? Warm card fiber is a high-tech warm material, and warm card is a new high-tech! Without high technology, it is naturally difficult to achieve a technology brand. To this end, the company will integrate the modified slicing technology, spinning technology, weaving technology, dyeing and finishing technology, garment industry and other industrial chain upstream and downstream technologies based on fine-denier and ultra-fine denier polypropylene filaments. "Unified to be named "warm card technology", let science and technology take the initiative to approach the people and become a consumer product that the people can understand and trust.
The concept of communication has finally been refined. Warm card, warm card fiber and warm card technology constitute the indispensable element for Tingmei to enter the thermal underwear industry and create a high-end brand.
★Step 2: Create a recognizable brand Why can't some good products be sold? Why are some products prospering quickly? In the tens of thousands of brands of the ocean, can your brand be recognized by consumers?
One fact that cannot be ignored is that in a society where brand diversity and market differentiation, consumers face thousands of brands every day, and brands that truly make consumers remember and promote consumer consumption are generally No more than ten kinds! A more survey shows that if a consumer is in the supermarket and chooses tens of thousands of products one by one, he will not buy any products. How to make products quickly detach from the brand ocean to make consumers aware? How to make the brand a recognizable brand that “positions” in the minds of consumers?
There is a famous saying in high-tech enterprises: "Three-stream enterprises sell products, second-tier enterprises sell technology, and first-class enterprises sell standards." There is a certain truth in the words, but for Tingmei, it is not entirely true, Tingmei believes that first-class companies should sell brands! All high-end elastic underwear puts DuPont's Lycra logo in the most eye-catching place, which fully demonstrates the power of the brand.
Therefore, for the Zhongke warm card underwear launched by Tingmei, if it only stays at the level of selling technology, it is obviously difficult to stand in a higher angle and carry out long-term competition.
Based on this, in the brand promotion model, Zhongke Warm Card adopts the most advanced method of product brand and technology brand in the international marketing field. The product brand is Zhongke warm card, and the technical brand is warm card fiber. In the process of accumulating brand assets in the future, the following major factors will be taken as the basic framework of Zhongke warm-card thermal underwear. While carrying out unified system communication, we will continue to accumulate brand assets and enhance the value of the brand.
★ The third step: the spread of the section of the section of the warm card thermal underwear, it is necessary to tell consumers that it is a high-end brand with high-tech content! Here, the brand's marketing communication means is very important.
In this respect, if you only rely on Tingmei to buy technology, one-way communication is obviously not enough. To this end, Tingmei must form a strategic alliance with the Chinese Academy of Sciences, taking a new path created by product brands and technology brands.
After many negotiations and negotiations, Tingmei and the Chinese Academy of Sciences finally reached a consensus to jointly create a "warm card" brand. On July 15, 20XX, Tingmei Group announced at Beijing Great Wall Hotel that it formed a strategic alliance with Zhongke Group of the Chinese Academy of Sciences to give full play to their respective advantages in technology and market, completely breaking the homogenization of traditional thermal underwear products, vague concept and vicious competition. In the bad situation, redefining thermal underwear with warmth, temperature and comfort, and launching a new thermal underwear product with excellent sense of quality and technology and strong differentiation.
★Step 4: Two tools for the spread of the segment – Zhongke and Warm Card In the process of brand communication, Tingmei has mastered two important elements for the focused communication, namely: Chinese Academy of Sciences and Warm Card.
Tingmei Group has positioned two important elements of communication as Zhongke and Warm Card, and naturally has its own considerations: “Zhongke” clearly shows the blood relationship between this product and the Chinese Academy of Sciences. In the minds of consumers, the Chinese Academy of Sciences is a very high The scientific and technological symbol of integrity and reputation, which greatly enhances the credibility of product quality and scientific content; “warm card” is the functional fiber with the most differentiated competitive advantage of this product. It is the cooperation between Zhongke Group and Tingmei Group. High-tech technology brands, and truly high-quality, high-tech warm materials, is a blank point in the thermal underwear market.
One of the most important criteria in advertising communication behavior is to maximize the communication and emphasis of the product's own advantages for the target consumer group's points of interest. For Zhongke warm card, in addition to highlighting these two major factors in the process of communication, there is one more thing that must be done, that is, let consumers know that Zhongke warm card underwear is indeed a brand new technology product. .
★Step 5: “Seven weapons” for externalizing brand resources
In the process of brand communication, sometimes it is not enough to spread a single brand information, especially when new products are listed. It is better to spread the brand from multiple sides and multiple angles, externalize brand resources, and highlight the benefits. Improve competitiveness.
Externalizing brand resources is a complex task and a systematic project. In order to give full play to the brand's resource advantages, in the process of brand communication, Tingmei adopted a three-dimensional communication model and used seven kinds of weapons to achieve good results.
The first weapon: the technical card for the vanguard second weapon: the star to help, the matching technology spreads the third weapon: the fourth weapon of emotional marketing: public relations to help out, the fifth weapon in depth: the sixth type of progressive communication Weapons: The seventh weapon of newspaper article advertising operation: resource borrowing, borrowing a ship to go to sea
4 In order to quickly promote the occupation of the high-end market of Zhongke warm-up underwear, in terms of marketing strategy, the terminal also adopted a marketing strategy of “terminal array, high-low, and real-fire”.
★ Terminal deployment, experience marketing In order to effectively control the terminal, Zhongke Warm Card changed the marketing model based on dealers, and adopted vertical marketing and marketing tactics of inserting one scorpion into the end, directly dispatching group market management personnel to each province to Tingmei Group's brand strength communicates with major shopping malls around the world, striving for a favorable position and optimal policy for the terminal.
In various stores, Zhongke warm cards are close to competitors, launching close competition, striving for more display space than competitors, and maximizing the advantages of terminal passenger flow communication. Since the strength of Zhongke warm card far exceeds that of its peers in product packaging, store promotion, and in-store display, it has promoted a considerable number of consumers who purchase competitive brands to achieve brand conversion and sales with Zhongke Warm Card.
In the weekends and festivals where competing products are the most easy to play with price games, Zhongke Warm Card adopts methods of mobilizing goods and gift resources, doing large-scale promotion activities, and focusing on pressure to ensure that they are always in a competitive position.
At the same time, in order to let consumers feel the brand's scientific and technological sense, Tingmei launched an experiential marketing campaign in the terminal. Each counter is equipped with warm card fabrics, water and other props. When the customer's propaganda on the performance of the warm card will be suspected, the shopping guide will do a moisture penetration test on the spot, so that the customer can see how the water on the side of the warm card quickly penetrates into the other side, so that the consumer has a more warm card. Intuitive understanding.
★ High-low brand with high-level brand image, high-grade product quality, moderate price to attract customers, low-level brands and products out of the bureau, to ensure dealers' profits and business, and enhance competitiveness.
★The strategy of realizing virtual reality has two levels. The first level is the competition between brand image and virtual reality. The brand image of Zhongke warm card thermal underwear has quality commitment, technology guarantee, and direct customer quality as the benefit point to attract customers. It is credible, and the technology base, product base and even star advertising of competitors have nothing to do with consumers. The second level is to push the terminal experience marketing on the details of the terminal marketing, and vigorously launch the terminal experience marketing, specially made a batch of props dedicated to the terminal marketing, to do the moisture absorption test, the body feeling test and the contrast test of the warm card, let the consumption Intuitively experience the magic of the warm card on the spot, speak with real technology, and win in one fell swoop.
Like Tingmei underwear three years ago, on October 18th, the warm-up thermal underwear that has been on the market for just over 20 days has appeared in the country in an unsatisfactory out-of-stock situation. At the beginning of November, the first time in Beijing, the history of thermal underwear sales appeared to buy white bars. Until the first ten days of December, when the Tingmei Group increased its productivity, the tight supply of warm-up underwear in the national market finally came to light.
Part 3: Thermal underwear marketing plan
Thermal underwear is one of the most lively and topical branches in the textile and apparel industry, and it is also the most incredible branch. The warm underwear industry was not born for a long time, but in just a few years, relying on overwhelming advertising campaigns and concepts to fight out is a very large but very fragile market. Although the brand has a very high reputation, it can't talk about any reputation, the sales channel is unstable, the consumers are unstable, the promotion competition is fierce and disorderly. The manufacturers have to introduce new concepts every year, but they are new bottled wines every year. At best, it is to work hard on the fabric. After the reshuffle of the market, many of the old star companies in the industry have already lost their sights.
On the one hand, because of the fierce competition and the increasingly transparent industry, the thermal underwear products have faded from the mystery, and the profit margin of the products has been declining. On the other hand, manufacturers have to continue to invest a lot of advertising expenses and hire celebrity spokespersons. To maintain the visibility of your brand. Obviously, the era of industry profits has passed, and the thermal underwear companies seem to be not too smart compared to those who do traditional underwear and women's underwear.
People in the circle say that the most important thing to do for thermal underwear is passion. From the boss to the dealer to the salesman of the company, you need to be passionate and dare to fight. It is said that in the past, many brands of bosses used their great courage to take all their nets to CCTV and bet on celebrity endorsements, and then quickly became famous, and produced a so-called "brand".
Although the Antarctic people, the Arctic velvet and so on are still playing the role of the industry standard-bearer, but they have increasingly felt that their end in the promotion and promotion, is still repeating the concept of hype. Although Tingmei, who is good at speculation, has joined several major brands to join the thermal underwear industry, the market has been stirred up, but Tingmei is more like a guerrilla general. After occupying the position, it is likely to aim at new targets.
Throughout the thermal underwear industry, we often have the following questions:
Why is the thermal underwear brand investing so much in advertising fees, and it is difficult to impress people besides the brand name and its image spokesperson? Why do thermal underwear brands invest so many ads every year to maintain brand awareness?
Second, why can cat-man underwear achieve remarkable success in recent years? And the Antarctic people are willing to pay 5 million days of annual salary to dig up their former president Li Xiaoping?
Third, why traditional underwear companies such as Sangun, Yishuang, etc. do not invest in advertising, and they can easily get a share of the thermal underwear market through product extension. And it seems difficult for thermal underwear companies to get involved in basic underwear?
4. Why do thermal underwear companies need to attract investment every year? ...... Behind these questions, we carry out in-depth analysis, it is not difficult to find that the success of the cat, in addition to its clear "fashion underwear" positioning, its powerful terminal image is absolutely indispensable. Although many thermal underwear brands claim to have thousands of sales outlets, they simply cannot have a unified terminal image. Moreover, their sales terminals disappear from the market almost in the off-season, making it difficult for consumers. Continuous delivery of clear brand information. Therefore, the author asserts that the fragility of the terminal is currently the biggest weakness of the development of thermal underwear enterprises.
A good image of the terminal itself is the best and most direct advertisement for consumers, because the terminal combines specific products and contacts with consumers, and it is a long-term display of brand image to consumers, so it is more than outdoor print ads. TV commercials, etc. are more convincing and more likely to impress customers. The fragility of the terminal of thermal underwear is mainly manifested in two aspects: First, the lack of a unified and distinctive terminal image. Second, its terminal will disappear in the off-season, forming a fault, and can not consistently convey brand information. Why did it lead to such a phenomenon?
Because of the characteristics of the product, the terminal is inherently deficient; because the thermal underwear products are single, the style is monotonous, the variety is not much, and the seasonality is very obvious, so the store cannot be opened, so it is impossible to build a complete terminal monopoly image. Also because the product is simple, the opening of counters in shopping malls, supermarkets, etc. is actually a few square meters of shelf display, and many of the shelves are provided by the mall. The color of the shelves is determined by the mall, and the VI of the brand being sold. The image specification has nothing to do with it. Therefore, the image of the thermal underwear brand terminal of many stores almost depends on the packaging of the product. After all, packaging is changed with the characteristics of the product style, and it is difficult to have a unified performance center. Moreover, in other words, how can the brand image be effectively transmitted only by packaging? Moreover, because thermal underwear is a seasonal product, every year after the Spring Festival, many thermal underwear in shopping malls and retail stores will begin to withdraw from the cabinet. The thermal underwear industry has thus begun to “summer sleep” for half a year. The poorly-run business has never woke up after sleeping. “Summer Sleep” often leads directly to the disappearance of the terminal, as well as the shift of the customer's business focus and the loss of customers.
Second, because of the development and operation of the market, there is a fault. Because of the reason of the "summer sleep" of thermal underwear, the main task of the first half of the year is to invite investment, and to prepare for autumn and winter goods and design packaging. When it is ready, it will wait for the second half of the shipment sprint. Therefore, in the first half of the year, the exhibitions of major underwear, such as the full needle show, became the stage for attracting thermal underwear enterprises. The scale of exhibitors is getting bigger and bigger, and the investment is also bigger than one. The annual cost of enterprises only at exhibitions and investment conferences will account for 10% of the turnover, or even more. At the same time, in the first half of the year, the advertisements for thermal underwear will also be seen in the major media.
The rules are very simple. If you are not good at customers in the first half of the year, don't think about how much sales in the second half of the year. In this way, market development in the first half of the year, and the introduction of products by customers for sales is the second half of the year, there is a long time gap in the middle, making it difficult and difficult for customers to ensure that the terminal is built according to the company's image standards. Moreover, in the second half of the year, once the shipment began, the terminal network spread almost at a rapid expansion rate. The company did not have much time to follow up the construction of the network image.
Third, because of customer characteristics Because of the industry characteristics, customers who run thermal underwear are almost always aiming at the pursuit of short-term interests. General agents have such an idea, first make money and then say, who knows that the brand they operate does not exist after half a year. Therefore, they would rather spend a lot of money on advertising and promotion, and they are not willing to put money into building terminals. And the terminal retailer usually does not only operate a warm brand, he also wants to consider the product sales in his store in the first half of next year, and therefore is not willing to invest a lot of money to do the specific terminal image of a certain brand. Therefore, it is also destined to lack the image of the sales terminal of thermal underwear.
recommended article
- Village-level environmental sanitation improvement plan
- Create a smoke-free unit implementation
- Winter Fire Prevention Program 2019
- Collective wedding planning
- Guoxiaoxin Teacher Training Program
- Equipment Management Implementation Plan
- Celebration program
- Company opening ceremony planning plan
- Supermarket 5.1 Promotions
- July 1 commendation activity plan
- 2014 organization life meeting plan
- New Year's event plan for 2019
popular articles
- Taizai’s famous sayings
- Teacher's Day Program for 2019
- Jiujiu Chongyang Festival Program in 2019
- Tao Xingzhi's famous sayings
- a good saying that loves labor
- Summer camp program for 2019
- Describe the fast time sentence 2019
- 2014 is very touching words
- Bing Xin’s famous words
- Injured sentence
- 2014 Mall National Day Festival Plan
- 2019 annual training program
- College student business plan
- In-house training program
- 2019 Christmas Eve event plan
- Company activity planning
- Teacher's famous saying
- Strong words
- Du Yuexi's famous sayings
- Deaf people jingle 2019
- I want to say something to the teacher.
- Thanks to the friend's words 2019
- Korean swear words
- English famous words
- The latest high school inspirational maxim
- Qq space mood phrase
- Classical life motto
- July 1st activity plan
- Sad love sentence 2019
- College entrance examination inspirational quotes