Fashion Brand And Network Alliance Become New Marketing Direction

The "our generation" platform, which was co operated by NetEase and Qipai, attracted many people's participation. People are drying photos, lyrical and remembrance of the past 70s or 80s.

If time goes backward for six or seven years, the platform for interaction with Qipai should be national or local urban life and morning newspapers. If the effect is good, the editor of the life version will be busy with the demolition of all the soliciting articles from all over the country, and the reader will also dance for a whole day because he can print a small tofu block. But the Internet has changed everything. Readers' photos and characters can be seen around the world through the NetEase platform in two seconds after submission.

More than just seven cards, more clothing brands began to touch the net, and began a new marketing approach with the help of the Internet.

Clothing brand

Can't wait to start touching the net.

With the approaching of the 2008 Olympic Games, it has undoubtedly touched the commercial nerve of many sports brands. The network, especially the sports channel of the portal website, has become the battleground of sports brand.

The wild force is a newly rising sports brand. It cleverly boarded the "China team official website" and "Sohu" 2008 strategic partners' vessels, and carried out the Olympic marketing in an official official capacity. Wild Logo can always appear on the front page of China's official website and the official website of the 28 national teams from now until the end of the Olympic Games, and advertisements or other forms of advertising that support the Olympics can all appear on the front pages of these websites, indicating the cooperation between their brands from offline marketing to the depth of the network media to the strategic level.

In fact, as early as 4 years ago, Anta joined hands with Sohu to successfully launch the "Anta hundred Athens cheer group", the first in online marketing. Since then, XTEP has allied with dragon and dungeon Online online games to jointly promote the market and create the first example of cooperation between domestic sports brands and online games companies. Then, Qipai and NetEase docking together to create a platform for our generation, standing at the forefront of domestic wedding clothing marketing. Subsequently, seven wolves and other brands through the official blog for network stealth marketing, Tonlion costumes also began sponsoring Tencent entertainment channel. The cooperation between the clothing brand and the Internet seems to be on the rise.

Not long ago, Shishi CABBEEN costumes and PGM Digital Technology Co., Ltd. successfully butted the "CABBEEN 3D fitting system" project, and the Quanzhou brand such as the imperial card and the Del Hui also participated in the three dimensional fitting technology platform of many websites such as the best service network and the Hyun net. The cooperation between clothing brand and network has moved forward one step further.

In addition, with the popularity of blogs in the general public, clothing brands have begun promoting publicity through blogs on the portal website. Quicksilver is an American street culture fashion brand. In 2007, Silver registered an account with its name in the Myspace community to promote itself. Quicksilver is a simple way to describe product culture and introduce product uses by blogging. And build discussion topics and insert a large number of product related pictures. On the other hand, Quicksilver is referring to Youtube's video operation mode, planning products related topics, mobilizing consumers to shoot videos and uploading them to the Internet to share with other audiences.

The result is that this method of marketing without spending a penny is very effective. Not only does it bring tens of thousands of hits to Myspace. Moreover, the global coverage of the Internet has brought Chinese consumers' attention and pave the way for the US brand to take the first step in the Chinese market.

Marketing dilemma

Clothing and network alliance?

Many people regard it as a way for Chinese clothing enterprises to change under the current marketing dilemma.

Due to the influence of various factors, there has been a "manufacturing crisis" in China for a time. The clothing industry resources are facing new integration, and the competition among enterprises is more intense. The clothing industry is undergoing the process of branding, and the desire of clothing enterprises to build strong brands is very strong.

The era of hard communication marketing of "advertising bombing + image endorsement" has been fading away, and the traditional promotion experience is beginning to become inappropriate today. Facing the advertising cost that has increased 28 times in the past 10 years, the pressure of the late brand making enterprises is increasing day by day. The way of advertising has been useless now. The reason is that consumers have lost interest in this indoctrination advertisement. Therefore, if we want to re attract the attention of consumers, we must change the channels and forms of communication according to the habit of positioning consumption.

Although television advertising can quickly enhance brand awareness, but because of its high cost, millions of millions or even tens of millions of movements, and let clothing companies to shrink back. And network promotion has the characteristics of fast speed, wide coverage, high interaction and experience. If it can integrate well with traditional media, it will greatly promote the spread of corporate brand. Against this background, most garment enterprises are more inclined to choose a more direct and economic means of network marketing because of their limited customer resources and insufficient financial and human resources for large-scale publicity and promotion.

For apparel enterprises, the network has the following marketing value:

First, the Internet is the platform for information dissemination of fashion trends. Apparel manufacturers can share information with netizens through the Internet, including new products, fashion trends and trends. Integrating consumer demand information on the Internet platform will greatly facilitate consumers' comparison and choice.

Second, the Internet is a platform for the dissemination of clothing brand culture. Many international brands will shoot a lot of brand related videos, or set up discussion areas, release fashion shows and other activities to disseminated on the Internet. Because consumers can only integrate with you if you understand your brand.

Third, clothing companies can use the Internet to do some social marketing. Clothing brands have their own fans, and these fans gather in Yiqi is a great force. Clothing enterprises can use the Internet to create a clothing brand community and form word of mouth communication.

However, many people in the industry do not agree with the actual effect that Internet marketing can bring. An enterprise bosses think: "the mass information of the network is too large, if there is no unique creativity and explosion point, it is very difficult to attract Internet users' eyeballs."