1. analysis

Analysis is the first step and the most important step of market entry consultation, because it determines the direction and basis of market entry consultation. The analysis mainly includes the following aspects:

Customer needs analysis. Customer needs analysis refers to understanding the customer's goals, motivations, expectations and problems, as well as the characteristics and trends of the industry and market in which the customer operates. Customer needs analysis can be carried out through interviews, questionnaires, observations, etc., and it is necessary to collect internal and external data of customers, conduct qualitative and quantitative analysis, and find out the core needs and pain points of customers, as well as the differences and advantages between customers and competitors.

Market opportunity analysis. Market opportunity analysis refers to assessing the attractiveness and feasibility of the market or field that the customer wants to enter, including market size, growth rate, profit margin, competitive landscape, consumer behavior, legal policy and other factors. Market opportunity analysis can be conducted through industry reports, expert interviews, consumer research, etc., and needs to be applied.PESTELfive forces model,SWOTand other tools to conduct macro and micro analysis to identify market opportunities and challenges, as well as customer strengths and weaknesses.

Market entry mode analysis. Market entry mode analysis refers to the selection of the most suitable market entry mode for customers based on customer demand analysis and market opportunity analysis, including direct exports, agents, joint ventures, sole proprietorships, etc. Market entry model analysis needs to consider the customer's resource capacity, risk appetite, control needs and other factors, as well as the cost-benefit, risk sensitivity, adaptability and other characteristics of different models, compare and evaluate, and select the most optimal solution.

Case:

Champu Consulting provided China market entry consulting services for a European clothing brand. The brand has a high reputation and market share in Europe, but it has not entered the Chinese market. Champ Consulting conducted the analysis through the following steps:

Customer needs analysis. Through interviews, Shangpu Consulting learned that the client's goal is to build brand awareness and loyalty in the Chinese market, increase sales and profit margins, while maintaining brand image and quality consistency. Customers are motivated to take advantage of the huge potential of the Chinese market and consumers' preference for European brands to expand their business scope and market share. The customer's expectation is to quickly establish distribution channels and brand influence in the Chinese market, establish good relations with local partners, and adapt to the characteristics and changes of the Chinese market. The problem of customers is the lack of in-depth understanding of the Chinese market, not clear how to choose the appropriate market entry mode, how to develop effective marketing strategies, how to deal with the competition and risks in the Chinese market.

Market opportunity analysis. Shangpu Consulting assessed the attractiveness and feasibility of China's clothing market through industry reports and consumer research. China's garment market is huge and is expected2024The year will reach2.3trillion yuan, with an average annual growth rate6.4%. China's clothing market consumer groups are large, mainly concentrated in20-40Young people, who have a diversified demand for clothing, have a high degree of awareness and preference for European brands, and are willing to pay higher prices for high quality and high-value clothing. China's clothing market competition is fierce, in addition to well-known brands at home and abroad, there are many small and medium-sized brands and e-commerce platforms to participate in the competition, price war, promotion war, channel war and other means emerge in endlessly. China's clothing market is affected by legal policies, economic environment, social culture, technological innovation and other factors, changing rapidly, and needs to constantly adapt and innovate.

Market entry mode analysis. According to the customer's resource capacity, risk appetite, control demand and other factors, as well as the cost-benefit, risk sensitivity, adaptability and other characteristics of different models, Shangpu Consulting Company compared and evaluated, and finally chose the joint venture as the customer's market entry mode. Joint ventures can allow customers to share resources and risks with local partners, use the experience and relationships of partners in the Chinese market, quickly establish distribution channels and brand influence, while retaining certain control and decision-making power, and maintaining brand image and quality Consistency.

2. planning

Planning is the second step of market entry consultation, which is the process of developing specific market entry programs and implementation plans based on analysis. Planning mainly includes the following aspects:

Goal setting. Goal setting refers to the determination of specific goals and deadlines for customers to conduct business in new markets or areas, as well as criteria and indicators to measure the achievement of goals, based on customer needs analysis and market opportunity analysis. Goal setting needs to be followedSMARTprinciple, namely, specific (Specific), measurable (Measurable), achievable (Achievable), related (Relevant) and time-bound (Time-bound). Goal setting can be divided into overall goals and phased goals. The overall goal is the final vision of the customer's business in the new market or field, and the phased goal is the specific results that the customer achieves in different time periods.

Strategy formulation. Strategy formulation refers to the methods and measures to determine the core competitiveness and differentiation advantages of the customer's business in the new market or field according to the customer's goal and market entry mode, and how to use these advantages to attract and retain the target consumers, resist and surpass the competitors, and adapt to and lead the market changes. Strategy formulation can be divided into product strategy, price strategy, channel strategy, promotion strategy, etc., can also be divided into market segmentation strategy, market positioning strategy, marketing combination strategy.

Action plan. Action plan refers to the development of specific implementation steps and task division according to the customer's strategy, as well as the corresponding timetable, budget, resource allocation, risk response and other details. The action plan needs to specify the person responsible for each task, the participants, the completion time, the resources required, the expected results and other information to facilitate monitoring and coordination.

Case:

In the case of Champu Consulting, which provides Chinese market entry consulting services for European clothing brands. Champ Consulting has carried out the planning through the following steps:

Goal setting. Based on customer demand analysis and market opportunity analysis, Shangpu Consulting has determined the overall objectives and phased objectives for customers to enter the Chinese market. The overall goal is to build brand awareness and loyalty in the Chinese market, achieve sustained growth in sales and profit margins, and become one of the leaders in the Chinese apparel market within three years. The phased goal is to open in China's first-tier cities in the first year.10Home direct stores and20Joint venture stores to achieve sales1RMB billion, profit margin10%; The second year, opened in China's first-tier cities and second-tier cities20Home direct stores and40Joint venture stores to achieve sales2RMB billion, profit margin15%; in the third year, opened in China's first-tier cities, second-tier cities and third-tier cities30Home direct stores and60Joint venture stores to achieve sales3RMB billion, profit margin20%. The criteria and indicators to measure the achievement of goals include: sales, profit margin, market share, brand awareness, brand loyalty, etc.

Strategy formulation. According to the customer's goal and market entry mode, Shangpu Consulting Company has determined the core competitiveness and differentiation advantages of the customer's market entry in China, as well as the corresponding strategy formulation. The core competitiveness of customers is their brand image, product quality and design style, which can attract Chinese consumers' preference and pursuit of European brands. The differentiated advantage of customers is their good relationship with local partners, who can use their experience and resources in the Chinese market to quickly establish distribution channels and brand influence, while retaining certain control and decision-making power to maintain brand image and quality consistency. The customer's strategy includes:

product strategy. The customer's product strategy is to maintain its European style and high quality, on the basis of the characteristics of the Chinese market and consumer needs, to make appropriate localization adjustments, such as increasing the size, color, and style suitable for Chinese consumers' body and preferences. Wait, while paying attention to the environmental protection and social responsibility of the product to improve the added value and competitiveness of the product.

price strategy. The customer's pricing strategy is to use a high-end pricing strategy, I .e. to set a higher price in the Chinese market than in the European market.20%around the price to reflect its brand image and product quality, but also to improve profit margins and returns. Customers will also make flexible price adjustments according to different channels, regions, seasons, promotional activities and other factors to adapt to market changes and consumer psychology.

Channel strategy. The customer's channel strategy is to adopt a multi-channel distribution strategy, that is, through direct stores, joint ventures, e-commerce platforms and other ways to cover different cities, regions and consumer groups. Direct stores are mainly distributed in the core business districts of first-tier cities to showcase brand image and product features and attract high-end consumers; joint venture shop owners should be distributed in the secondary business districts of first-tier cities and second-tier cities to use the resources and relationships of partners, Expand brand influence and market share; e-commerce platforms mainly use well-known platforms such as Tmall and Jingdong to use their traffic and reputation to cover a wider range of consumer groups.

Promotion strategy. The customer's promotion strategy is to adopt a comprehensive marketing communication strategy, that is, through advertising, public relations, sales promotion, direct marketing, network marketing and other ways to improve brand awareness and loyalty, to stimulate consumers' desire and behavior. Advertising mainly spreads brand image and product information through traditional media such as television, newspapers, magazines, and outdoor, as well as new media such as Weibo, WeChat, and Douyin; public relations are mainly through communication with fashion magazines, celebrities, and bloggers.opinion leaderCooperation to enhance brand reputation and influence; sales promotion mainly through discounts, gifts, points and other ways to stimulate consumers to buy; direct marketing mainly through e-mail, text messages, telephone and other ways to establish personalized communication and relationship with consumers; network marketing mainly through the establishment of official websites, social media accounts, e-commerce platforms and other ways to interact and trade with consumers.

3. execution

Execution is the third step of market entry consulting and refers to the process of actually carrying out business activities in a new market or field in accordance with the planned objectives, strategies and action plans. The implementation mainly includes the following aspects:

Organizational construction. Organizational construction refers to the establishment of an organizational structure and staffing suitable for new markets or fields according to the customer's market entry mode and channel strategy, including the setting and division of responsibilities at different levels and departments such as headquarters, branches, direct stores and joint ventures, as well as the management of personnel recruitment, training, motivation and assessment. Organizational construction needs to take full account of the client's control needs and resource capabilities, as well as cultural differences and legal norms in new markets or areas.

Product development. Product development refers to the process of designing, producing, testing and listing new products according to the customer's product strategy and market opportunity analysis, including the determination and improvement of product function, appearance, quality, packaging and other aspects. Product development needs to fully understand the needs and preferences of target consumers, as well as the product characteristics and advantages and disadvantages of competitors, to ensure product differentiation and market competitiveness.

Marketing. Marketing refers to the process of brand promotion and sales growth according to the customer's promotion strategy and target setting, including the selection and implementation of various methods such as advertising, public relations, sales promotion, direct marketing, and network marketing. Marketing needs to make full use of various media and channels to convey brand image and product information, improve brand awareness and loyalty, stimulate consumer purchase desire and behavior, and increase market share and profit margin.

Case:

In the case of Champu Consulting, which provides Chinese market entry consulting services for European clothing brands. Champ Consulting performed the following steps:

Organizational construction. Shangpu Consulting has assisted customers to set up headquarters in China and set up branches in first-tier and second-tier cities to manage the operation of direct stores and joint ventures. Shangpu Consulting also helped customers recruit a group of managers and sales personnel with experience in the apparel industry and knowledge of the Chinese market, and provided them with training in brand culture, product knowledge, and service skills. Shangpu Consulting Company has also developed a set of personnel incentive, assessment and reward and punishment system for customers to improve the enthusiasm and efficiency of employees.

Product development. According to the customer's product strategy and market opportunity analysis, Shangpu Consulting Company assisted the customer in the design, production, testing and launch of new products. Shangpu Consulting Company uses its professional knowledge and experience in the clothing industry to provide customers with localization suggestions on Chinese consumers' body shape, color, style, etc., and communicates and coordinates with the customer's European design team, so that the customer's New products not only maintain the European style and high quality, but also meet the characteristics of the Chinese market and the needs of consumers. Shangpu Consulting also selects suitable manufacturers and suppliers for customers, and conducts strict inspection and supervision on product quality and packaging to ensure product consistency and excellence.

Marketing. According to the customer's promotion strategy and target setting, Shangpu consulting company assisted customers in brand promotion and sales growth. Using its expertise and experience in marketing, Shangpu Consulting has developed a comprehensive marketing communication program for its customers, and has cooperated and coordinated with various media and channels, so that the customer's brand image and product information have been widely disseminated and recognized. Shangpu Consulting has also designed a series of sales promotion activities for customers, such as discounts, gifts, points, etc., to stimulate consumers' purchasing desire and behavior, and increase market share and profit margin.

4. assessment

Evaluation is the fourth and final step of market entry consultation, which refers to the process of monitoring and feedback on the implementation process and results. The assessment mainly includes the following aspects:

Monitoring. Monitoring refers to the real-time or regular tracking and observation of the implementation process and results through the collection, collation and analysis of various data and information to check whether the planned objectives, strategies and action plans are met, and whether there are deviations or problems. Monitoring requires the establishment of an effective data collection and analysis system, including internal data (e. g., sales, profit margins, market share, etc.) and external data (e. g., brand awareness, brand loyalty, consumer satisfaction, etc.), as well as corresponding analytical tools (e. g., balanced scorecard, key performance indicators, etc.).

Feedback. Feedback refers to the evaluation and summary of the implementation process and results based on the results of monitoring to determine whether the planned goals are achieved, and what advantages and disadvantages exist, as well as the causes and effects. Feedback requires the development of an effective evaluation and summary mechanism, including regular or irregular reporting of implementation to customers, as well as communication and communication with customers, and listening to customers' opinions and suggestions.

Improvements. Improvement refers to the adjustment and optimization of the implementation process and results according to the results of feedback, so as to solve the existing problems, make up for the existing deficiencies, and improve the efficiency and effect of implementation. Improvement requires the development of an effective set of adjustments and optimizations, including the revision or updating of objectives, strategies or action plans, and the adoption of appropriate measures or actions.

Case: Champu Consulting provided China market entry consulting services for a European clothing brand. The brand has a high reputation and market share in Europe, but it has not entered the Chinese market. Champ Consulting conducted the assessment by following steps:

Monitoring. Shangpu Consulting has established a data collection and analysis system to regularly collect and organize customers' internal and external data in the Chinese market, and use tools such as balanced scorecards and key performance indicators to track and observe the implementation process and results. Shangpu Consulting found that the implementation of customers in the Chinese market is generally good, basically in line with the planned objectives, strategies and action plans, but there are also some deviations or problems, such as lower-than-expected sales in some areas, higher-than-average return rates for some products, and lower-than-standard satisfaction for some consumers.

Feedback. Based on the results of the monitoring, Champ Consulting evaluated and summarized the implementation process and results, and reported to the client on the implementation, as well as the advantages and disadvantages, as well as the causes and effects. Shangpu Consulting believes that the overall performance of its customers in the Chinese market is mainly due to its core competitiveness and differentiation advantages in brand image, product quality and design style, as well as its good relationship with local partners and multi-channel Distribution strategy. Shangpu Consulting also pointed out that there is still room for improvement in the implementation of customers in the Chinese market. The main problem to be solved is how to carry out more detailed and flexible marketing strategies according to the characteristics and needs of different regions, different products and different consumers. Shangpu Consulting also listened to the opinions and suggestions of the customers on the implementation, and communicated with the customers.

Improvements. Based on the feedback results, Shangpu Consulting adjusted and optimized the implementation process and results, and formulated a set of adjustment and optimization plans, which were confirmed and negotiated with customers. Shangpu Consulting Company advises customers to take the following measures or actions: First, for the problem of lower-than-expected sales in some areas, brand awareness and loyalty can be improved by increasing advertising, launching promotional activities, and improving service quality. Stimulate consumers' desire and behavior to buy; the second is the problem that the return rate of some products is higher than the average level, we can reduce the defect rate and damage rate of products and improve consumer satisfaction by strengthening product quality inspection, improving product packaging, and improving return and exchange policies; third, for the problem that the satisfaction of some consumers is lower than the standard, we can understand the needs and preferences of consumers by carrying out consumer research, establishing consumer relationship management system, and increasing consumer participation, Provide more personalized and differentiated products and services.

The above is the whole process of the Chinese market entry consulting service provided by Champ Consulting for a European clothing brand. Through this case, we can see that the market entry consulting service is a systematic and complex process, which needs to be carried out from the four steps of analysis, planning, implementation and evaluation, and needs to fully consider customer needs, market opportunities, market entry modes, market competition and other factors, so as to provide the most suitable market entry scheme and implementation plan for customers, as well as the most effective implementation and evaluation methods, to help customers succeed in new markets or areas.