Eleven Analysis: Clothing Marketing Strategy Of M Society

August and September is

First, sales momentum comes from "

The author believes that the essence of clothing sales is "how to gather and target customers at low cost". There are two key steps to solve this problem and the two major sources of sales motivation: "how to effectively aggregate customers" and "how to achieve quick turnover":

(1) the key to "effectively gathering customers" is "customer positioning".

Who do you sell your clothes to? What kind of people are your customers? What kind of greed are these people afraid of? Customer positioning is the core of brand marketing strategy, the basis of agent market layout, and more importantly, the life and death of franchisees.

(two) the premise of "achieving quick turnover" is "value commitment".

Is there any penetration in your sales concept? Why should customers buy you instead of others? How to create sales tools and pass on your value commitments? Next let's analyze the two sources one by one.

Two. When customer orientation suffers from "middle class downflow"

Customer orientation must be based on a profound understanding of the changes in the domestic social structure and the control of the trend of fashion trends.

Based on the experience of Japan and the United States, China is gradually entering the "M society".

The M type society means that with the optimal allocation of global resources, the rich make great contributions to the world's wealth through the resources they control, and the wealth is rising rapidly. The middle class is becoming poorer because of lack of capital and resources, and finally reduced to the middle and lower class. The social demographic structure has evolved to a small increase in the left side of the rich, and the poor on the right has increased significantly. The part of the middle class representing the middle class has gradually been hollowed out, showing a "M" shape.

That is the M society.

The customers in the M society are very clear. They are divided into four groups: the rich, the rich, the middle, the lower and the lower.

In order to show off their wealth and taste, most of the clothes consumed are luxury brands, such as LV, Chanel, Versace, GUCCI, PRADA, Giorgio Armani and so on.

Brand loyalty is high.

(two) the bottom class.

Pay attention to the most basic functional requirements, with 100 yuan clothing selection shop as the representative.

(three) the middle and low class is a group of people who have certain purchasing power and realistic demand, and the number is expanding rapidly.

The consumption of the middle and lower class is still stuck in the illusion of the past. Therefore, there is a higher demand for the quality and popularity of the clothing, but the money bag is not as good as before. It leads to the double psychological characteristics of the middle and lower class, which insist on the quality and the price of picking.

The biggest feature of the M society is summed up in seven words: "the middle class is downgrading". As the gap between the rich and the poor will be bigger and bigger, the rich and the poor will develop in a polarized way, and the middle class will be hard to squeeze into the rich class, and the vast majority will begin to become a low income class.

The positioning of different customer groups is quite different: the rich and the rich have the highest demand for clothing brand strength, while the bottom class only needs to achieve the lowest price; if the new brand wants to break through the market quickly, the target customers should be positioned as the middle and low class group, which is a small risk and high success rate.

Greed and fear are the driving force of marketing. The greedy of the "new middle and lower class" in the M society is the pride of the rich class and the price of the lower class. The fear is the embarrassment of the lower class and the cost of the rich class.

For example, ZARA, a young Inditex, has more than 3000 branches in the world, with a revenue of $6 billion 824 million in 08 years.

Its unique marketing model has been exclaimed by LV as "the most innovative and destructive clothing retailer in the world".

ZARA is a real "plagiarism expert", and thousands of designers who frequent the fashion show around the world provide ZARA with endless design inspiration.

ZARA also controls most of the supply chain to serve a large number of middle and low class sectors.

From design to production to sales, all operate independently.

Strong vertical integration capability lowers cost and strengthens product renewal rate and quick response to market.

ZARA new products only need 4-5 weeks to enter the world's stores from research and development to finished products, and all styles will not be sold in stores more than four weeks.

According to authoritative statistics, consumers go to other clothing stores 3 times a year, and patronize ZARA to achieve an astonishing 17 times a year.

ZARA focuses on the middle and low classes, and actively customize the clothes that are often new, low priced and close to the fashion trend of the world, so as to achieve the goal of low cost and high efficiency to gather customers, and finally create their own blue ocean.

The same examples include fans, H&M and UNIQLO.

Business is running people's hearts.

In the process of profound changes in social structure, the precise positioning of customers directly determines the future of enterprises and brands.

If enterprises continue to take the position of vague and generalized "white collar" and so on, it will be very difficult for them to continue to survive in China. The trend of "middle class suburbanization" in M society is both a crisis and an opportunity. Smart bosses will quickly adjust their cost structure and seize the opportunity by solving the contradictions between their ideals and reality.

Three, meet the "new luxury" with value commitments.

In the M society, the affluent will be richer.

Only a thorough luxury line and strong value innovation can attract them; the bottom class will continue to be poor, only the thorough low price doctrine and the escalation of scale economy can attract them; but for the low and middle class marketing, we should carry out the unique value design, reconstruct the cost structure, and strive to achieve the balance between "parity" and "luxury".

Distinguished from the luxury class of luxury, it can be named "new luxury".

The new luxury represents the direction pursued by the lower and middle class in the M Society: emphasizing quality, emphasizing practicality, individuality, publicity and rationality, luxury clothing, and feeling more intimate with the people.

It can be seen that "new luxury" is a sharp edge of clothing marketing in M society, and also a main communication content of value commitment.

Value commitment is supported by the core selling points, the process of making orders and the creation of marketing tools.

Refining core selling points is the key to new brand breakthroughs.

The author thinks that clothing has become a typical fast moving consumer goods, and fast moving products are becoming brands in the fast growing market.

Among them, USP (unique selling point commitment) is the focus of fast fading.

What is the core selling point of ZARA? "In the next two weeks, you can imitate and create the latest fashion casual wear, which will sell you around the world at a low price."

This is the core selling point of ZARA. Bosses must design their core selling points based on their own advantages that can not be easily copied, for example, the cash on delivery and the interview.

At the same time, we should consider the selling points of competitors and prevent homogenization. Finally, we need to see whether the middle and low class customers have a cold to you.

Through market test and final determination, do not change at will.

The formulation of the order sheet process.

There are two ways at present, one is human sea warfare, the other is atmosphere warfare.

People's naval warfare requires professional skills of purchasing agents.

Such as observation, coercion, lure and so on.

In contrast, the author prefers atmosphere warfare.

Because: for enterprises, if they want to develop in the long run, sales volume must not be restricted by purchasing agents. Two: for customers, no shopping guide is staring at them. Buying clothes is just like visiting a park. It is comfortable and relaxed, and it is also easy to pay. It will come again next time.

Moreover, in the face of the most rational and experienced middle and low class, it is very difficult for the general guide to fix them.

Therefore, instead of putting in the recruitment and training of guide salesmen, resources should try their best to weaken the factors of human beings, and put more emphasis on the creation of terminal atmosphere to convey new luxury style, such as VI system, decoration style, lighting design and music choice.

Marketing tools are very important.

In information society, the marketing tools that customers can see are almost all the information carriers of an enterprise.

No matter how small the brand is, it requires enterprise manuals, product folding and brand websites.

These marketing tools are important weapons to persuade customers.

Terminals are the trenches of enterprises, and marketing tools are machine guns equipped in trenches.

To sum up, only by solving the two core problems of customer positioning and value commitment, can we maximize the potential of terminal and enlarge the potential energy of enterprises and brands, in order to make sales more violent.