The Marketing Dilemma Expedites The Alliance Between Clothing Brands And The Internet?

　　 Seven cards The "our generation" activity platform cooperated with NetEase has attracted many people to participate. People post photos, express their feelings, and recall the past of people in the 1970s or 1980s. If the time goes back six or seven years, the interaction platform with Qipai should be national or local urban life newspapers and morning newspapers. If the effect is good, the editors of Life Edition will be busy publishing solicitation articles sent from all over the country, and the readers will dance all day because they can have a small piece of tofu to pay for the printing. But the Internet has changed everything. Readers' photos and texts can be seen all over the world through Netease within two seconds after submission.

Not only seven cards, but more clothing Brands began to touch the Internet, and started a new marketing approach with the help of the Internet.

Clothing brand

Can't wait to start hitting 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 a competitive place for sports brands.

Ye Li is a newly rising sports brand. It skillfully boarded the "official website of Team China" and the ship of "Sohu"'s strategic partner in 2008 to openly carry out Olympic marketing in an official capacity. From now to the end of the Olympic Games, the logo of Wild Power can always appear on the home page of the official website of the Chinese team and the official websites of 28 national teams, and ads supporting the Olympic Games or other forms of advertising can appear on the home page of these websites, indicating that its brand has gone from offline marketing to in-depth cooperation with online media to the strategic level.

In fact, as early as four years ago, Anta and Sohu successfully launched the "Anta 100 People Athens Support Group", which was the first in online marketing. Since then, Tebu has teamed up with the online game Dragon and Dungeon Online to jointly promote the market and create the first cooperation between domestic sports brands and online game companies. Then, Qipai and NetEase joined hands to create a platform of "our generation", standing at the forefront of domestic wedding clothing marketing. Subsequently, brands such as Seven Wolf carried out online invisible marketing through official blogs, and Tangshi Clothing also started to sponsor Tencent Entertainment Channel. The cooperation between clothing brands and the Internet seems to be surging.

Not long ago, Shishi Kabin Garments successfully docked with PGM Digital Technology Co., Ltd. for the project of "Kabin three-dimensional fitting system", and Quanzhou brands such as Dipai and Delhui also participated in the three-dimensional fitting technology platform of many websites such as Youfu and Hexuan. The cooperation between clothing brands and the network has been further advanced.

In addition, with the popularity of blogs among the general public, some clothing brands have started to promote themselves through blogs on the portal websites. Quicksilver is an American street culture fashion brand. In 2007, Silver Company registered an account with its own name in the Myspace community to promote itself. Quicksilver's approach is very simple. It describes the product culture vividly and introduces the purpose of the product by writing a blog. And build discussion topics and implant a large number of product related pictures. On the other hand, Quicksilver refers to YouTube's video operation mode, plans special topics related to products, mobilizes consumers to shoot videos, upload them to the network, and share them with other audiences.

The result is that this method of marketing without spending a penny has a good effect. It has not only brought tens of thousands of hits to Myspace. Moreover, the global coverage of the Internet has brought Chinese consumers' attention, paving the way for this American brand to take the first step in the Chinese market.

Marketing dilemma

Accelerating the alliance between clothing and network?

As for the phenomenon that clothing brands are keen on alliance with the Internet, many people understand 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 "Made in China crisis" for a time. The clothing industry resources are facing new integration, and the competition between enterprises is also more intense. The garment industry is undergoing the process of branding, and garment enterprises have a strong desire to build a strong brand.

The era of "advertising bombardment+image endorsement" hard communication marketing has gone away, and the traditional promotion experience has become unsuitable today. Faced with the 28 times increase in advertising expenses in the past 10 years, enterprises that become brands later are facing increasing pressure. The way of overwhelming advertising has not worked until now. The reason is that consumers have lost interest in this kind of indoctrinating advertising. Therefore, if we want to attract consumers' attention again, we must change the communication channels and forms according to the habits of positioning the consumer layer.

Although TV advertising can be rapidly improved brand However, due to the high cost of its launch, the popularity of the clothing industry can reach millions or even tens of millions. The network promotion has the characteristics of fast propagation speed, wide coverage, high interactivity and experience. If it can be well combined with traditional media, it will greatly promote the spread of corporate brands. In this context, most garment enterprises are more inclined to choose online marketing, a more direct and economic means of communication, because of limited customer resources and insufficient financial and human resources for large-scale promotion.

For garment enterprises, the network has the following marketing values:

First, the network is a platform for the dissemination of fashion trend information. Clothing manufacturers can share information with netizens through the Internet, including new products, fashion trends and trends, and integrate the clothing information required by consumers on the Internet platform, which will greatly facilitate the comparison and selection of consumers.

Second, the network is a platform for spreading clothing brand culture. Many international brands will shoot a lot of brand related videos, or set up special discussion areas, release fashion shows and other activities to spread on the Internet. Because only when consumers understand your brand can they be integrated with you.

Third, clothing enterprises can use the Internet for some community 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 clothing brand communities and form word of mouth communication.

However, many people in the industry do not agree with the actual effect of online marketing. An enterprise boss thought: "The vast amount of information on the Internet is too huge, and it is difficult to attract the attention of netizens without unique creativity and explosive points."