Playing emotional card - refined analysis Aihua Clothing terminal Winning War.doc

 PAGE \* MERGEFORMAT 12 Playing emotional card - refined analysis Aihua Clothing terminal Winning War (This article is the company’s brand name of the Department of pseudonym) Li Aihua Clothing boss is the sole agent in S city, competing two years later, Lee S City boss finally established a foothold. As competition becomes more intense, Li Aihua boss get the company’s permission, the brand intends to use regional Aihua joined, for which Li’s actively preparing for the funding to set up flagship stores establish a model way of the market, and thus play a Point to surface role. Joined by a wholesale shift the brand, which Aihua the company’s channels, is a pivotal event. To this end, I lead a team went to S City, intends to win this battle, in order to lay the foundation for the development of new channels. Analyzing the customer structure, cleverly laying a foundation site Aihua apparel companies to produce mainly middle and low women’s casual wear, the major buying groups for college students and white-collar women entering the workplace. Among them, the shopping features of these consumer groups as follows: A chase trends, fashion is more sensitive. 2 penny-pinching, though frequent in the high-end stores, but the real Shique Most of them choose to buy inexpensive clothing and apparel discount supermarket. 3 consumption is not planned, want a strong impulse to buy. Four most highly educated, consumer psychology addition to focusing on style, price factors, but also by emotional considerations. By this analysis, I decided to open flagship store near the university campus. To this end, the author sent to the S City conducted a survey of more than a dozen universities, and ultimately set at the Z store locations near the University. Where, Z University students three thousand people, more than half the total number of girls, potential customers rich in resources. Circle A total of three clothing stores, are sports apparel stores, has no direct competit