2010 Will Become The Watershed Of Clothing Marketing.

This is a never lacking.

The rise and flourishing of China's online shopping apparel industry is in the short span of three or four years.

Whenever we talk about its rise, people always have to mention PPG and Li Liang again. Although PPG has long passed away, its significance for the seeding of online shopping clothing brands is not allowed to be obliterated.

The financial crisis has made the traditional clothing enterprises' foreign trade channels suffer a relatively large impact, but it has made the Internet channel "unexpectedly" flourishing in the initiative and passivity, just as the SARS period has red hot China.

It was also during the financial crisis that we noticed that venture capitalists had found new opportunities for a lot of real gold and silver, and the online clothing B2C company was becoming a new favorite.

As a representative of online shopping clothing brands, its CEO years are in full swing in the fourth round of financing in 2010. Experts in the industry say that, according to the general practice, this may be the last large-scale financing before the sale of Vinci. Mcglaughlin, a different model of his peers, completed a historic financing equity change in 2008. Sequoia China bought the shares held by Hua Ping fund at the cost of 80 million, officially holding Mcglaughlin, and then Mcglaughlin's series of actions showed that it is likely to become the first "light company" to enter the US capital market this year.

In addition, almost all of the traditional clothing brands have participated deeply or superficially in the development and development of online apparel B2C business. If Taobao's shop operators are included again, this group is already quite impressive.

However, behind the fire, especially with the

We can divide the participants in China's online shopping clothing into three categories.

One is the self built online clothing brand company, that is, pure electronic commerce company, that is, "mouse company", such as fan Ke Cheng pin, Masa Marceau and so on; one is the network sales channels established by traditional clothing enterprises, and the other is multi-channel clothing B2C enterprises, the most representative is Mcglaughlin.

There is not a large number of clothing business enterprises on Taobao, but on the one hand, many of Taobao's electricity suppliers are C2C businesses. On the other hand, some of Taobao's retailers have become one of the franchisees incorporated by traditional clothing companies.

Among the three participants, the most need to make the brand is undoubtedly the first and the third companies. Although the online shopping brand of traditional clothing enterprises also needs to be built, after all, because of the supplement of other channels, there is often no urgent brand crisis.

The statistics of the market also prove this point forcefully.

According to AC Nielsen's advertising monitoring results, in the first two months of 2010, van Cen pin and Mcglaughlin became the top runner in the online advertising campaign, and the advertising value estimates were 50 million 800 thousand yuan and 50 million yuan respectively.

If we calculate the advertising of plane, outdoor and other emerging media, we believe that the amount of input will be quite amazing, even if the "traditional" clothing enterprises with "big money" are hard to catch up with.

Obviously, as the two leader in the industry, both sides are working hard for the brand.

The reason why we should constantly carry out "bombardment" for brands, on the one hand, because this is an effective way to stimulate sales, most of the companies are still at this stage of advertising. Only a very small number of online shopping clothing brands begin to exert themselves to brand publicity. On the other hand, this is also the necessary price to make a new clothing brand. After all, clothing ultimately depends on the value of the brand, and of course, there is pressure on investors to move towards the capital market.

However, online shopping clothing starts with the low price advantage far below the traditional channel. Therefore, in the subconscious consumer's purchase, the first orientation is often the price, which will be a fatal blow to the company that wants to buy online clothing brand.

According to the survey of Chinese clothing brand and clothing online shopping in 2009, if people put all the clothing brands together, people's cognition of clothing brands (reference rate) is still mainly based on familiar names, and the newly emerging online clothing brands are far from the brand's appeal.

Among the top ten well-known brands of women and men, Adidas and the top three brands of men and women, Metersbonwe and KAPPA are among the most popular brands.

Taking the white-collar workers in the first tier cities as the object of investigation, we believe that the online shopping brands such as fan and Mcglaughlin still have considerable popularity, because this class is one of the most active network users.

It is precisely aware of this point that all customers continue to carry out the brand promotion of these subdivided online customers.

Xu Xiaohui, vice president of van gentry, told reporters that everyone has decided to launch the brand spokesperson, and the basic candidate has been identified, namely, with the help of "struggle" and "my youth who decide" and the rising star Wang Luodan.

Choosing Wang Luodan, Xu Xiaohui said, "Wang Luodan has decided that she will be the heroine of the TV drama" promotion ", and this white collar fashion role is exactly the same as the brand appeal of everyone.

In addition, fan Ke Cheng also focuses on the group of college students. According to the information that the reporter learned from everyone inside, everyone is now choosing the image spokesperson in major universities across the country, through this event marketing to influence the important group of this network user.

Even micro-blog, as a new way of information exchange, will never let go.

When micro-blog carried out the internal test in August 2009, they entered the group as early as possible.

In a few months, VANCL has launched a series of activities: 1 yuan spike 888 yuan clothing, online shopping courtesy gift, invited Chen Yao, Xu Jinglei and other celebrities interaction to attract users, combined with sina related users to give VANCL brand collar, using the designer of the best seller to tell the story behind the design, so that just three months of employees to express sentimental feelings.

According to a reporter from a person familiar with the matter, actually patrons wanted to be a sponsor of the Chinese Football Super League this year, but only because of the price reasons.

In addition to all customers, Mcglaughlin is also constantly bombardment of the media. Since the second half of last year, Mcglaughlin has made great efforts to propagate reports in various mainstream financial media besides increasing investment in advertising. In addition, he has also been working with Shanghai TV to cooperate with the fashion columns to spread the fast fashion brand concept.

Compared with those companies who are committed to building online shopping clothing brands, more enterprises still regard the Internet as another marketing channel for clothing, especially for traditional clothing enterprises.

Shao Guoyun, a senior e-commerce researcher, said, "in the eyes of most enterprises, the Internet is defined as a channel."

For these enterprises, it is obvious that there is too much unreality to create online shopping brands, even if their understanding of online shopping clothing B2C is uneven, the difference in understanding is introducing them to another watershed.