Network Marketing Triggering Concerns Of Garment Enterprises
In April 2008, the Summit Forum on the successful marketing of clothing brand was held in Quanzhou, Fujian and Wenzhou, Zhejiang. The theme is "network achievement brand". Domestic well-known marketing experts, research institutions, experts, agents and famous garment enterprises, etc., focus on the hot topics of "how to use the Internet to build an international clothing brand" in Quanzhou clothing enterprises.
At the meeting, NetEase sales planning director Gao believes that the choice of platform is crucial for apparel enterprises to conduct online marketing, and the user value of the network platform should be further studied. Take NetEase as an example. At present, a large proportion of users are new rich groups with strong purchasing power. This group of people is also the main consumer group of middle and top grade clothing. According to statistics, NetEase can cover 50% of the mainstream clothing consumption groups, and the number of audiences reaches 13 million. Therefore, the clothing enterprises' network marketing results are often very satisfactory. Lining, Qipai, news birds, nine herdmen, JEANSWEST, 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.
According to the Chinese Academy of Sciences Annual Report on Internet brand awareness in 2007, NetEase has ranked first among users in the frequent usage rate of portals in 77.3%. According to the data revealed by the experts of the new generation research organization in this summit forum, NetEase users have obvious characteristics of high education, high position and high income. The proportion of the population with a monthly income of more than 4000 yuan is much higher than that of Chinese Internet users.
Many well-known marketing experts say that although TV advertising can rapidly enhance brand awareness, the characteristics of high interaction and high experience of Internet can better convey the unique connotation of clothing brand, and then quickly narrow the gap between the international brand and its soft power. 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 garment 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. Meanwhile, the total retail sales of clothing commodities increased by an average of 28.7%, which is far higher than the 16.8% increase in 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. The Internet is undoubtedly an excellent platform for achieving this goal. This has become the consensus of the participating garment enterprises.
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