The Summit Forum On The Successful Marketing Of Clothing Brand Is Held In Wenzhou.

In April 16, 2008, the Summit Forum on "successful marketing of clothing brands" hosted by NetEase was held in Wenzhou, Zhejiang. This is another heavy attack after the summit forum of Quanzhou's clothing industry.

The theme of the forum is "network achievement brand". NetEase hopes to explore new trends and new trends of China's clothing market in Wenzhou, one of China's most important garment industries, to help clothing brands find new ways to achieve marketing and brand breakthroughs.

Famous domestic marketing experts, experts from research institutions, agents and famous garment enterprises have gathered together. Combined with the actual brand cases, the hot topics of "how to use the Internet to build an international clothing brand" are widely concerned by Wenzhou garment enterprises.

As one of the most important garment industry bases in China, Wenzhou is generally showing a large number of enterprises and OEM processing.

With the rapid rise of garment processing and manufacturing industry in Fujian, Guangdong and the central and western regions in recent years, and the increasing number of international trade barriers, the way of OEM is becoming more and more difficult.

Many Wenzhou clothing enterprises began to seek to build their own strong brands. Many famous brands such as wedding birds, Zhuang Ji, France and Semir have emerged.

However, more clothing enterprises in Wenzhou still face the confusion of brand breakthroughs.

To create clothing brands, the usual practice is to spend a lot of money, ask celebrities to endorse, and put on TV advertisements on a large scale.

On the one hand, not all enterprises have such strength. On the other hand, there are doubts about the effectiveness of this method.

With the increasing influence of mainstream media such as NetEase in the public life and consumption field, many Wenzhou clothing enterprises have seen a new way to build a strong brand, and are eager to know how to make a successful online marketing.

At the meeting, Xiao Mingchao, deputy general manager and research director of the new generation market monitoring organization, said that from the survey data, the frequency and time of clothing consumers accessing the Internet were relatively long. Therefore, it is very suitable for clothing brand to promote the Internet.

From the perspective of consumer decision-making, a clothing consumer has many factors to consider when buying. Single advertising marketing is hard to catch.

The clothing brand needs more interaction with consumers, and the Internet is undoubtedly unique in this respect. It not only covers a wide range, but also has the characteristics of high interaction and high experience, which can better convey the unique personality and connotation of the clothing brand.

And then rapidly narrowing the gap with the international clothing brands in terms of cultural strength and other brand soft power, and create a world famous Chinese clothing brand.

In order to achieve the desired results, apparel enterprises should first pay attention to the choice of platforms, and study the user value of Internet media in depth. This view has become the consensus of experts attending the conference.

NetEase sales director, Gao Chao, said at the forum that the audience is the core value of the media. The media can only help customers achieve the best marketing results by finding the target group they want.

NetEase, as the top user portals in China, has always adhered to the strategy of quality content, constantly improving the quality of content channels, and maintaining and strengthening the unique advantages of NetEase, a high quality user group.

According to Gao, at present, NetEase can cover 50% of the mainstream clothing consumption groups, with the number of audiences reaching 13 million.

Among the 13 million users, 78% reached the age of 15 to 34, and more than 50% had a college degree or above.

Not only does it cover the main consumption power of clothing, but also users' high academic qualifications make them have strong awareness of brands and have a high degree of concern for online advertising.

Therefore, clothing enterprises in the NetEase network marketing, the effect is often very ideal.

Lining, Anta, Qipai, news birds, nine herdmen, JEANSWEST, Adidas, Reebok, France, PPG, BONO, fan Ke Cheng, flying fish, fresh fruit and other clothing brands have carried out fruitful advertising and marketing cooperation with NetEase.

Accelerating the pace of industry adjustment and increasing competition in the garment industry is also an important reason for garment enterprises to pay attention to network marketing.

According to the statistics of the National Bureau of statistics, in 2007, China's clothing enterprises above Designated Size reached 20 billion 159 million pieces of clothing, representing an increase of 14.36% compared with the same period in 2006, while the total retail sales of clothing commodities increased by 28.7%, far higher than the average growth of 16.8% of the total retail sales of social commodities in the same period.

However, due to the impact of RMB appreciation, export tax rebate adjustment, continuous rising costs and "quality crisis in China" and other factors, garment industry resources are facing new integration and competition among enterprises is more intense.

Therefore, the desire of garment enterprises to build strong brands is very strong.

Today, the clothing industry has not simply met consumers' demand for shelter and warmth, but also brings consumers a kind of dressing experience and a release of their own personality.

Therefore, for the garment enterprises that hope to win in the competition, it is necessary to convey their brand idea to the consumers' mind more accurately, and let them interact with the brand to enhance the consumers' interest in the brand.

The Internet is undoubtedly the best platform to achieve this goal, which has become the consensus of the executives of participating apparel enterprises.