Rebirth: Return to 1991 to be the richest man

Chapter 1661 Personalized Marketing
After saying so much, Chen Jianghai didn't want to hang on to Xu Tianhe anymore, so he directly raised three fingers.

"If you want to make a good clothing brand, I think there are three main aspects."

At this time, Xu Tianhe and Bai Mingcheng both became serious. They all subconsciously sat upright and looked at him directly, with an attitude of listening.

"First, the positioning of the brand must be clear."

To make this point clear, Chen Jianghai gave a simple example.

The management of a clothing company targets consumers between the ages of fourteen and twenty-eight.

Mainly students, from large and medium-sized cities, love sports, advocate new fashion and international trends.

But in the end, the core group of consumers who actually buy their clothes are between the ages of 45 and [-].

Most of them live in second-tier cities, have middle-income families, and don’t worship the latest trends too much.

In other words, this clothing company's positioning of consumer groups was wrong from the beginning.

In this case, many of their products cannot be sold.

If you want to change this situation, you have to change your products or reposition your consumer groups.

Regarding this point, Xu Tianhe and the two nodded frequently.

What Chen Jianghai said is actually applicable to any enterprise.

Seeing that there were no problems between the two of them, Chen Jianghai continued.

"Second, we must pay attention to the brand story. If you want to make a good brand, you must have a story, and you must be able to tell stories."

Xu Tian and the two of them really didn't understand this point.

tell a story?
What story to tell?
This seems a bit far away from them.

In fact, brand stories are the best soft advertisements. A brand without a story is a mediocre brand.

This kind of brand can only represent a logo and a symbol.

It is not difficult to find that internationally renowned clothing brands are not just selling their names, but telling the legends behind their names.

Consumers will slowly accept their culture and understand the stories behind their brands.

In this way, consumers will unconsciously feel that the clothes they wear seem to enhance their status and enhance their confidence.

Chen Jianghai and the other two laughed at what he just said, and then said slowly: "Actually, it's very simple, that is, it needs enough publicity."

"This is the miracle brought by famous brands. Consumers will like to buy and wear famous brands."

"It's because chickens crow after laying eggs and make publicity. Over time, in people's minds, they only have eggs and forget about duck eggs."

"Our traditional domestic concept that the aroma of wine is not afraid of alleys is no longer feasible in today's fast-paced society."

"If you want to build a good brand, you must learn how to promote it. Otherwise, it will lead to an embarrassing situation where the wine smells good but the alley is too dark."

Hearing this, Xu Tian and the two of them also completely reacted.

Chen Jianghai said so much, but he was actually talking about propaganda.

If a product does not have enough publicity and cannot be recognized and recognized by consumers, it will be difficult for it to develop.

It can be said that Chen Jianghai's words touched Xu Tianhe a lot.

Even Bai Mingcheng on the side nodded frequently.

These views of Chen Jianghai are also of great reference significance to him and are worth studying and thinking about.

Xu Tianhe understood the first two points that Chen Jianghai said and couldn't wait to ask: "Mr. Chen, what about the third point?"

Chen Jianghai smiled and replied: "The third point is to do personalized marketing, which can also be called customized marketing services."

Hearing this, Xu Tianhe didn't quite understand again and frowned subconsciously. "What does this mean?" he couldn't help but ask.

Chen Jianghai smiled slightly and patiently explained to him: "The chairman of the American Consumers Association said this, now we are moving from mass consumption in the past to the era of personalized consumption."

“The president of Atram also said that customized marketing is new today but will become a common phenomenon tomorrow.”

"To give a simple example, consumers buy clothes of the same style and color in the store, so they can only choose the one that is closest to their ideal product."

"In the era of personalized consumption, whoever can satisfy consumers and produce the products that consumers want most will be able to occupy a place in this shopping mall full of brands."

At this time, Xu Tianhe's eyes were shining.

He has been in the clothing business for so many years. In fact, he has seen a lot in this industry.

Some of these things were like the window paper that had not been pierced, so he was not aware of it.

After listening to Chen Jianghai's analysis now, it really made him enlightened, like an enlightenment.

It turns out that it is not impossible to create your own brand.

He couldn't help but sigh in his heart, listening to your words is indeed better than ten years of reading!
No wonder Chen Jianghai was able to succeed. Such a keen insight can be said to be able to understand things by analogy, which is something ordinary people cannot have.

Chen Jianghai asked with a smile: "How is it? Lao Xu, do you think it is possible now?"

"Yes!" Xu Tianhe nodded heavily, his face full of excitement.

At this time, Xu Tianhe could be said to be full of confidence and ready to do something big.

Not to mention anything else, as long as there is Chen Jianghai's support, that is enough.

Chen Jianghai continued: "I've already told you the method, it's up to you how you do it."

"Mr. Chen, I'll go back and make some plans." Xu Tianhe responded quickly.

Wanting to create a clothing brand of your own is not just a matter of words.

If Xu Tianhe wants to do it, he must think carefully and plan everything in advance.

Chen Jianghai nodded and said to him with a smile: "There is no need to worry about this matter. You don't have to worry about the funds. I will lend it to you without interest."

Hearing such conditions, Xu Tianhe stood up happily.

"Mr. Chen, thank you so much, thank you so much!" Xu Tianhe thanked him excitedly.

Chen Jianghai's promise solved his big problem.

Under this situation, if he couldn't run the garment factory well, Xu Tianhe could just buy a piece of tofu and hit him to death in a deserted place.

Chen Jianghai waved his hands calmly and said: "We are members of the Xijiang Society, and we should help each other."

Xu Tianhe knew that Chen Jianghai said this just to give him face.

They said they were helping each other, but in fact only Chen Jianghai helped him.

If he wanted to help Chen Jianghai, it would be somewhat unrealistic.

With Qiu Hai's current scale, Xu Tianhe is not qualified to participate in Qiu Hai's operations.

Even if he could even wave the flag and cheer for Chen Jianghai, he was not enough with his small size.

"Mr. Chen, let me give you a basic report on the members of the Xijiang Club!" Xu Tianhe suppressed the excitement in his heart and said quickly.

Chen Jianghai stood up directly, waved his hand and said, "There's no need, let's just go out and take a look."

Xu Tianhe and the other two quickly stood up and followed Chen Jianghai out.

(End of this chapter)