The Study Of Deploitation Strategy For Antano Brand Children Clothes In ChangChun Market

Antano Children Merchandise Co. Ltd was found in Shen Zhen in 2000. The main merchandise for the Co. is Antano brand children clothes , stationery and toy. Antano is a brand that delegate not only small image, big action but also independent hero spirit. Antano brand spread high quality merchandise from ano and ani cartoon small ant image. Antano brand product is designed with simply, comfortable, environmental, and healthy. Also increase topical personal design based on practicality. Combined with useful and style. Veiling for Antano brand is most of all wool and a yard wide cotton. And don't use chlorine or formaldehyde to blanch, Insure Antano clothes is comfortable for children to dress. Characteristic of Antano is personality brilliance, color vivid, tailored, comfortable, practicality and culture wealthy. The target market of Antano brand clothes pitch on 3-14 years old city Children. Use concessionary league to exploit market.On 2001, Antano Children Merchandise Co.Ltd choose ShanDong Market as the first market to exploit. They conduct in series action to propagandize. Not only expand the brand effect but also enlarge market lot. Within only 3 month, greet success has been gained. Because there are particular in advertisement, product layout, and assistant service. Attached product design variety, high quality, unite sales promotion provide good base on building up Antano brand image and expedite development. On the following two years, there are great stable development for Antano brand, Sale meshwork distributing most of domestic market..On the year of 2005, Chang Chun agent take part in Antano brand officially. And establish the first Antano Chang Chun boutique in Chang Chan Asia mall. Because most of operator in Chang Chun Asia mall is Miscellaneous dealer, They stock in local market. and they can distribute four brand while Antano brand only distribute one brand. They have great competitive as brand merchandise's alternatives in Asia boutique, while the demand for goods and shopping centers has created a balance in the supply position over the years. These customer is very sensitive to price. Which makes the failure of Antano first boutique.Whether Antano deploitation success or not depends on Antano product quality, price stable and the degree of product meet Chang Chun weather. furthermore, the degree of Antano propagandistic and promotion delegate are precondition of deploitation, On the year of 2006, Antano Children Merchandise Co. Ltd got transformation in management. Adopt product center & operation center in trade. After alteration, Antano brand whole strength is increased. This kinds of organization frame increased, It is very effective for product propagandize and supply. Holistic betterment must take to exploit ChangChun market. Embody as below:The first step is betterment of Chang Chun distribution channel. The first Antano's boutique in Changchun--Asia boutique is not matching with Antano brand. To improve Antano Asia boutique benefit, Low price must in use to accroach Miscellaneous dealer. But it will break Antano final market price stable and affect Antano market orientation .On the initial stage of Antano coming to Chang Chun, Because agent is in learning phase, It is more effective of operation in ChangChun asia shopping mall. But along with Antano company and agent cooperate tacit, The overall strategy must be improved , specifically establishing flagship store. Flagship store will help to establish the brand of Antano market image, and a preference for certain customers in mind, and help to build antano merchandise admitted to the secondary market characteristics and franchiser, It is a powerful weapon to participate in market competition. Since the first boutique's performance, agent may consider launching market with Antano, Antano company responsible for the establishing flagship store while agent responsible for logistics, promote and create a more favorable "market access" conditions for Antano , and above all, Establish flagship store in ChangChun Ou Ya Shopping Mall. Flagship store operations should be made of new models of clothing, representative brand image products, high quality products etc. gifts, business operators on the scene, performing arts marketing, display and other marketing promotions will be used in combination to achieve good results of marketing in the flagship shop.Second, establishing dealer network.When the market is ripe, It is shift by Changchun agent to develop, through choosing the secondary to join the terminal network, Changchun agent establish dealers network of selling antano brand products in Changchun. Secondary agents of antano are managed by the agent of Changchun, antano company only manage Changchun agent. Changchun agent can choose a unified marketing strategy in Changchun market.To ensure that the market operating in an orderly manner, high degree of credibility should be elected as antano brand secondary agents to build sales channels network, Operating normally profitable brand products. Shops can be built into the product terminals, but the only solution to provide convenience to the consumer, It is still not resolved the problem of consumers buying. Therefore, the developing of the market does not mean success in Changchun. Changchun agent should clear marketing channels, as well as monitoring and managing the security interests of the secondary channels franchiser. Otherwise, Changchun agent should continuous innovate marketing ideas and promotional tools to enhance the marketing activities of process management, After the end of the promotional activities get some evaluation to enhance antano brand children's clothes sales in Changchun market.