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Five Elements Of Blue Ocean Marketing

2008/4/23 15:32:00 19

Five Key Elements Of Blue Ocean Marketing.

In recent years, the competition of China's garment industry has entered a white hot stage. As the market becomes more and more red, how can we really sell the clothes?

How should we jump out of the Red Sea and enter the blue ocean?

We start from the following five aspects:

First, mode innovation is the general trend.

1. business model innovation

Among all the innovations, business model innovation is the most original innovation of enterprises.

Apart from the business mode, other management innovations and technological innovations have lost the foundation of sustainable development and profitability.

In the past year, PPG's direct marketing and ITAT membership sales mode has attracted a lot of attention from the industry. Although it can not be defined that these two modes are the best, it is easy to see that the innovation of business mode will be a general trend in the future, and it will also be a new growth point of the garment industry's profit.

Like earlier Metersbonwe, when other garment factories in the country were still carrying out the "factory sales" operation, they took the lead in adopting the "virtual operation" mode in China. At that time, the Chinese clothing industry was a successful case of business mode innovation. In the 95 year when the first store was opened, it realized 5 million yuan in sales. It was with this model that Metersbonwe found its new blue sea in the competitive clothing industry.

2. innovation of marketing mode

The essence of marketing is actually adapting and guiding around the changing needs of consumers.

Its mode should have been changeable. It is impossible for a model to adapt to all products.

With the rapid development of the garment industry, the traditional marketing methods such as advertising bombing, celebrity endorsement and price war have become increasingly difficult to arouse customers' desire to buy.

Therefore, marketing differentiation has become the theme that the current clothing brand should face up to. The differentiation of products can be deeply rooted in the hearts of the people, and the differentiation of publicity can penetrate into the eyeball.

We know that clothing is a kind of cultural consumption, so the marketing of service industry, in other words, is the competition of experience, to see who can bring customers' values and lifestyles which are recognized by consumers, find out every point that may contact with consumers, and try to create a good experience for customers.

So, in a word, the innovation of marketing mode can have the innovation of channel mode, the innovation of consumption experience mode, the innovation of product mode and so on.

Each garment enterprise can only get the most suitable marketing mode and expand the market by mode instead of relying on a single point to participate in the competition, so that it can achieve twice the result with half the effort.

Two, accurate category positioning is more important than anything.

China's garment industry has entered a period of rapid development, especially in 90s.

With the progress of society and the improvement of living standards, a new consumption trend has gradually formed and expanded in the clothing market, namely, from the past practical consumption to the consumption of individuality and cultural consumption.

So at the present stage, the core of clothing brand marketing is to separate the product market and create the psychological value of consumption.

In view of this new feature, we can locate products from the following two aspects.

1, locate products according to consumer demand.

First of all, we know that the personalized consumption of products is influenced by many factors such as education level, income, age, geographical location and so on.

The lower the income is, the more popular the consumption is. The higher the income is, the more individuality the consumer needs. Therefore, the accurate positioning of the brand is bound to make trade-offs between the consumer groups.

Secondly, even the needs of consumers at the same level are different. For example, the male white-collar workers of the design company may be more fashionable and fashionable than the male white-collar workers in the securities companies.

Therefore, when we locate the product, we need to consider whether the product line meets the needs of the market and whether it matches the target consumer group.

A lack of knowledge about the market is like a blind horse riding a blind horse.

2, locate products according to market demand.

As for the current clothing use, we can classify it into several major categories, such as business purposes, recreational purposes, family uses and ceremonial purposes.

Among them, business dress category clothing, we can be subdivided into "business dress", "business leisure" and so on.

There is specialization in the industry, and clothing brands should have their own specialties. In a certain way, you can become the leader in this field.

For example, when we see "seven wolves", we associate with business jackets. When we see "Lining", we think of "sportswear". When we see "seven cards", we think of the "Chinese collar". Therefore, from this point of view, whether it is from consumption demand or market segmentation, it is an organic whole and must be progressively promoted.

That is to say, regardless of the number of positioning methods, the most important position is "what can I represent?"

To shape the consumer's psychological understanding, the core of clothing brand marketing is to tell consumers clearly what I sell.

A clothing brand can only be a brand if it can represent something.

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