V? GRASS Women's Clothing Positioning "Self Cultivation" Style DNA

Recently, a new V press conference called "I had her beautiful and beautiful" came to Nanjing Golden Eagle Shopping Center.

The version of self cultivation, the simple style of fashion, and the soft and gentle tone make the new product directly facing the consumer earn a lot of popularity, and also write a beautiful annotation for the design philosophy of "precipitating wisdom and revealing the classics".

Style positioning does not require "beating the whole world".

As a guest of many high-end department stores in China, V GRASS has always had a clear understanding of its positioning - not deliberately stacking complex fashionable elements; not pursuing enough mediocre styles of all ages.

It hopes to identify itself in the crowd and have the unique qualities that stand out from the crowd.

If the enterprise wants to be big, its position must be broken down.

Wang Zhiqin, chairman of V GRASS brand, said, "if the market is fragmented today, if any enterprise is still running the brand with the idea of" beating the world ", it will be" OUT "sooner or later.

Today, women's clothing brands in department stores can be described as flourishing and competing.

Potential sales rank competition, let this beautiful customer fight for war four times.

But V GRASS is particularly calm: sales in 2010 have increased by 55%, while sales department stores in eastern China have always been among the top ones.

On the one hand, it relies on the steady development mode of its department stores. On the other hand, the product is the absolute principle. Its main body is closely related to the version. It sets off the wearer's gentle curve in the visual language of the design, and successfully creates the psychological dependence of "thin and V GRASS".

"V GRASS is not greedy to embrace all consumer groups."

Wang Zhiqin believes that under the narrowing of the brand concept, V GRASS has a precise positioning for its target consumer groups - intellectual women, a group of cultural and appreciative people.

This also determines that V GRASS must have a unique brand style.

Self cultivation has become the soul of V GRASS.

Everything about V GRASS revolves around its soul.

When determining the brand style of self-cultivation, all functional departments of V GRASS, including design, print and retail, all focus on this style.

For example, in the production of products, self-cultivation needs to be crafted and precise.

And in the communication strategy, V GRASS joined hands with Zhu Dan, a popular anchor, last year to show her elegant and elegant brand style through her graceful and intelligent anchors.

The so-called "have a house, only have."

In this regard, V. GRASS has a figurative metaphor for the helmsman. If Mercedes Benz is going to make a low-grade product, it will make money, but it will lose the whole brand.

V GRASS does not want to be more sophisticated. Instead, it starts with the style subdivision of specific products. The main body is "self cultivation card", which shapes the core style DNA, and finally stands out in the numerous brand competition.

Improving the push rate of terminal stores

In terms of service, terminal management of V GRASS also strives to achieve the marketing quality requirements through innovation.

At the beginning, V GRASS followed the principle of "100 test and no bother".

This measure has great advantages in the past few years and has been recognized by consumers.

At the same time, V GRASS also launched the core competitiveness of the terminal service concept - focusing on "improving the terminal store's push rate", emphasizing consultative sales, sales volume is the number of shopping guide indicators, the attached value is the quality index.

"If we can move forward and move forward before the sale, we can lay a good foundation for the value added."

The director of the Sales Department of V GRASS introduced to reporters: "on the staff, what we strive to accomplish is localization of personnel. For mature markets, selecting excellent talents from the locality to manage them is intended to be consultative selling, and every guide should be trained as a specialist and a fashion consultant."

The added value is a formula, that is, the ratio of sales to customer numbers.

For example, one day, the shopping guide received 5 customers and sold 10 products, so the service value of her day was 2.

Sales volume is quantitative index, and the added value is quality index.

At present, the department store mode gradually begins to develop to Shopping Mall and other experiential mode, which means that the flow of consumer places will not be very large, but consumers' judgment of consumption tends to be rational, and at the same time they have more purchasing power.

At present, the value of V GRASS is very high. This is because the collocation of fashion design style is very strong, and on the other hand, the professional selling skills of shopping guide are constantly improving.

V GRASS's channel team always has this concept. In the fierce market competition, it is a little negligent, and other competitors will seize the market share immediately.

This requires them not to go along with the rules and regulations, and must innovate and change and win at the terminal.