Underwear brand image and underwear channel image of the inconsistency is the brand of underwear channel error! Of course, with a high brand image of underwear, into the lower sales channels, supplemented by more affordable prices, will undoubtedly attract more emphasis on affordable consumer purchases, so as to achieve the purpose of taking the amount to increase sales. However, doing so will greatly damage the brand painstakingly built by enterprises, which is not conducive to the development of underwear brand!
First of all, underwear is a kind of identity closely related to the goods, consumers often buy is based on the sentiment rather than rational, underwear brand has a strong social function, so a underwear brand is difficult to be different in different segments at the same time Agree Different types of sales channel terminals are connected with different social strata. Therefore, in vain attempt to achieve the same sales performance in different types of sales channel terminals, it can only be the wishful thinking of the enterprise. The middle and high-end brand underwear enters such as Qianjiang Small Commodities Market sales of such low-end terminals for sale, the long run, the brand's mid-and high-end image will gradually be weakened, while the enterprise in the high-end brand image of a huge investment will be put down the drain!
Secondly, on the surface, it is possible to enter the low-end sales terminals. However, this strategy has obvious "crowding-out effect" at the expense of "crowding-out" such as Yan'an Road store sales. Because if consumers can buy cheaper lingerie on a low-end sales terminal, he will not consider buying at a specialty store, so the sales increment obtained at the low-end sales terminal is actually the sales reduction of the store . The store is the main source of profit in the high-end underwear manufacturers, it is bound to reduce the level of profitability of brand manufacturers.
Third, sales of mid- and high-end underwear brands in low-end sales terminals are in fact just capturing the brand's last aura. Over a period of time, consumers will buy the brand underwear because of the brand's popularity. However, due to the long-term sale of the brand in low-end terminals, the status of the brand gradually declines in consumers' minds, and in actuality On the brand also with other no-name or unlicensed underwear, the sales will no longer have a great improvement, this time, vendors effort to build the brand image is not worth mentioning!
All in all, improper underwear sales channel selection is a major fallacy in brand building, I hope the underwear brand decision makers can center on its channel strategy. Correct brand building, should be the aerial image and the ground image (channel image) to adapt, so as to be able to brand coordination and mutual promotion, so as to achieve an integrated effect.
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