The Marketing Mode Innovation Of Garment Enterprises Is Not Only Electronic Commerce.

For the current clothing market, the industry circulation channel is an important part of the brand development. In various channels, a variety of online marketing mode has been favored by many enterprises, among which the Group buying mode The hottest. Last year, a large number of professional group buying websites were springing up in China. According to the credit investigation report of the domestic online group buying industry released in the end of December 2010 according to the China Internet Credit Center, there are 1664 large and small group buying websites in China. People call it "100 regiment war".

Although online marketing channels are so popular, there are still some companies unwilling to join in the excitement. On the one hand, although online marketing, such as group buying, has attracted widespread attention, the online sales can not become a stable sales environment due to the complexity of the network environment and the rise of mass buying websites in a short time. On the other hand, online channels are not the only feasible innovation, and there are many new offline industrial channels that are worth using by brand enterprises. Take the domestic brand, SPA as an example. After 14 years of development, it has become the representative of "fast fashion". SPA is the abbreviation of SpecialityretailerofPrivatelabelApparel, which represents the professional retailer of its own brand clothing. This is a business model that starts from the design and manufacture of clothing, and sells to sell entirely by its own enterprises, and is highly vertically unified in the value chain. The essential advantages of SPA are speed and profit. In recent years, ZARA, H&M, UNIQLO and other brands are closely related to market trends, public prices and quick response. Sales strategy It has become popular in the domestic market. Their success has led some domestic garment enterprises to embark on the road of constantly exploring and reforming SPA mode.

The SPA mode has brought an efficient market reaction to the company. managed mode With the rise of agents, the "Marginalization" of agents has emerged, and the SPA model is likely to become popular. But at the same time, SPA does not have a fixed marketing mode, while providing development space for enterprises, it should also pay attention not to blindly imitate other enterprises.

For the development of regional economy, the bundling development of industrial clusters and specialized markets is effective. In today's market, more and more specialized markets begin to internationalize, and this development path obviously needs the support of industrial clusters around the market. The development of specialized market and industrial cluster is mutually predominant and mutually reinforcing. The industrial market promotes the development of industrial clusters, and industrial clusters are also the basis for the development of specialized markets. Take Yiwu, Zhejiang as an example, at present, around the Yiwu professional market, covering the area of Hangzhou, jiaxhu, Shaoxing, Ningbo and Wentai, small commodity industrial clusters with an area of nearly 10 thousand square kilometers have strongly promoted the rapid development of related industries in the surrounding areas and even larger regions. At the same time, the leading brands such as Bora, Meng Na and Shi Rong are also entrenched in this way. The development mode of the whole industry chain driven by big brands has promoted the development of the whole market as a whole. {page_break}

The use of specialized markets to foster industrial clusters is a feasible way to make the market develop in a long-term way. Cultivate industries that match the development direction of various professional markets and gradually develop and expand, encourage and guide a number of influential professional markets to take the road of branding and scale, and further expand the radiation capability of business circles, so that the competitiveness of specialized markets and industrial clusters can be improved.

In addition to group buying, another marketing channel that had to be mentioned in 2010 was chain expansion. For domestic department stores, the scale effect generated by chain expansion is not to be underestimated. Among them, Wangfujing department stores are the most noteworthy ones. At the beginning of 2010, the department store was redecorated, and the first sub brand was launched in September, the first store of "hQ Shang Ke" opened in Dazhong temple. In December 11th, Daxing shop of Wangfujing department store opened. Up to now, 22 stores have constructed a first class chain selling network centered on Beijing, which is located in the golden section of central cities in North China, Southern China, southwest, central China and East China, making their annual sales revenue reach 15 billion yuan, and the stock market value is about 20000000000 Yuan.

Beijing has always been the center of the development of Wangfujing department store, but with the process of urbanization in Beijing, the market has expanded from the Third Ring Road to the six ring. The spanfer of consumers in Beijing has also bred a new development opportunity. This is why the Wangfujing department store opened shop in Beijing this year. At the same time, the Wangfujing department store will carry out the "multi city" development mode in the provincial capital cities. A city will store more shops, form a regional advantage in the local area, and then radiate from these cities to the lower level cities to form "urban agglomerations".

The three points of Beijing headquarters, central cities and urban agglomerations are the strategic plans for the development of Wangfujing department stores.

Whether it is SPA fast fashion or department store chain expansion, it does not have the speed and cost advantage of online sales, but at the same time, the stability and sustainable development ability of these models are also comparable to those of online channels. For brands, the mode of development and innovation should be determined by the internal structure and development planning of enterprises. There are many good channels, but there are few really suitable ones.