MISUN meters still: to develop a new "shop + non-store marketing" brand management model
October 29, 2018
Company Description Dongshang Garment Co., Ltd. (DGC), established in 2001, is affiliated to Dongshang International Holdings Co., Ltd. (DHC). It specializes in the operation of self-owned brands of Chinese apparel exports. It owns the SNOWIMAGE, VLASTA, MISUN brands, Series of products covering Russia and Europe more than 20 countries. Dongshang shares aims to provide international consumers value for money fashion clothing, and to develop their own brands as its mission to expand retail network in more than 20 countries, the company in Russia and Eastern Europe, the distribution of more than 1,000 sales Outlets Dongshang shares are focusing on the implementation of multi-brand development strategy, the creation of more series of fashion brands. The company also focus on the construction of specialized brand operation group in the international market to show the strength of China's own brand development and the future, the company has become a respected business. MISUN Meishan brand profile Meishang is still shares of the East brand. Since its listing in China in 2005, the brand has established an outstanding brand position and competitive advantage in the down apparel market in the PRC. Products with its "version of sophisticated, value for money," the core competitiveness of customers has won the universal respect and favor. According to Dongshang shares development strategy needs, MISUN meters already in China has built a number of standard terminal sales network shops, strive to meet the customer base to pursue fashion, sexy, confident aesthetic needs. MISUN Meishang Brand History 2005-2009, Beijing Meishang Clothing Co., Ltd. stationed in China In 2009, Eternal Fashion Co., Ltd. acquired the Meishang brand, which integrates the resources of the fashion industry in Dongshang Stock Co., Ltd. to fully exploit the Chinese market. MISUN Meishang brand meaning and positioning "MISUN" means the passion for life, has a charming charm, full of "sunshine" atmosphere, MISUN brand is a fashion proposition, and promote a vibrant attitude to life. MISUN Meishang uphold the spirit of leading the fashion of the product, the use of rich colors and simple fashion design elements, with elegant version of the craft, superb manufacturing technology, in the show fashion / sexy at the same time, to provide customers a comfortable wearing experience. MISUN is committed to providing stylish products that meet the wearing needs of urbanites who are self-confident / fashion-forward / sexy, have a culture of self-discipline, have a high degree of sensitivity to fashion trends, and are in an era of individual independence and self-confidence. Brand new sales model: the original MISUN meters still brand management mode is based on the provincial agency as the main carrier of the carrier to the municipal agency as a secondary carrier carrier, retail outlets and self-supporting shops as an adjunct. In 2010, under the guidance of Dongshang shares always adhere to the value for money business philosophy, MISUN brand will be through a unified national service, with reasonable and credible prices, a large number of continued to provide cost-effective products, the maximum allow profit consumer. In order to achieve this goal, Dongshang shares decided to MISUN Mimshang brand business model to be adjusted, of which the channel strategy for the municipal agent and single store to join the combination of marketing strategy, the marketing mode is adjusted to "shop + non-store marketing" approach First, to narrow the distance between brands and consumers to reduce the circulation, so that consumers get more benefits and benefits; Second, through the auxiliary "non-store marketing" model, to maximize the use of agents local resources to achieve sales The amount of multiple growth, thereby enhancing the single store and agents of the average sales performance. Stores: Physical stores implement warehousing sales through a unique product planning, development and sales system to achieve low-cost store operations, and strive to establish the most suitable for the business model of consumers, the key point is based on the actual needs of consumers Arrange the right amount of production. No store sales: Compared with the physical store sales, the biggest feature of non-store sales is that there is no place for face-to-face shopping. The resulting brand building, shopping experience and operation mode are completely different from the physical store sales. Of course, at a different stage of development, the Meishang brand is different from the concrete forms of non-store sales channels. At present, in response to the actual needs of the market and the status quo of the Meishang brand agents, the Company will achieve sales-free sales mainly through the promotion of "salespeople". To be specific, the company will help consumers directly meet the consumers' needs by training the "salespersons" of Meishang brand agents to help agents in the local market through road shows, VIP membership services and joint promotions. Brand product purchase needs to help agents to enhance single-store sales share, brand companies and partners to achieve "win-win." 2010 For MISUN Meishang brand, the challenges and opportunities coexist, Dong Shang Clothing Co., Ltd. will be a positive working attitude, rigorous work, people are grateful, restraint, dedication, treasures, down to earth To meet the market test of the future.