Planning Of Online Marketing For Apparel Wholesale Enterprises

With the widespread application of network marketing industry The network marketing of garment enterprises has evolved from the original concept to a business form with a clear profit pattern. Nowadays, there are many successful cases in the field of clothing network marketing. But throughout the whole garment industry, there is still much room for improvement in the network marketing of garment enterprises. Next, how to carry out the network marketing problem of clothing wholesale enterprises to share the thinking plan is for reference only.

Mainly from the following four points:

Chapter 1: the purpose of Internet Marketing

Chapter two: target audience analysis

Chapter three: the overall thinking of network marketing

Chapter four: basic contents of network marketing

　　 Chapter 1: the purpose of Internet Marketing

Internet wholesale:

The company is now mainly wholesale. Sale Mode, the main purpose of this network marketing is to realize the wholesale of clothing products (Online + offline) through the network, so that more network dealers, entity shops, online stores can know our clothing products through the Internet, understand our brand, and create cooperation intention, and then further contact with us.

Two, group procurement:

Through network dissemination and promotion, attracting large scale group procurement such as group organizations, enterprises and institutions.

Three, spread the brand:

Enhance the brand awareness, recognition and reputation of the clothing products in the industry, strengthen the competitiveness of enterprises through the network, strengthen the brand image of the enterprises, and assist the promotion of terminal sales under the line. It not only helps dealers sell, but also provides communication support for merchants.

How can we achieve the three goals mentioned above? Let's make a preliminary analysis from the basic behavior of our target audience: dealers, merchants and terminal customers.

　　 Chapter two: target audience analysis

Baidu search

Baidu searches more than 60 billion times a year, the largest in China. network Entry platform. Baidu, please. Baidu, of course, is also the primary channel for apparel dealers, group organizations and merchants to get relevant information. Therefore, preempting the entry of key words related to our clothing products in Baidu search is our primary promotion strategy.

Two, industry website

Many clothing and related industry websites are also important sources for dealers and merchants to get information. Therefore, promotion for industry websites is our second promotion strategy. There are many websites like this, such as China's first clothing network, China apparel net and so on.

Three. News portal

Sina, Sohu, NetEase, Tencent, Tianya and other large portals, especially clothing, wholesale and other related channels are also one of the target audience's daily network behavior. At the same time, portal news also plays a role. Its website news content is easy to appear on the front page of Baidu search results, whether in terms of exposure and credibility, it plays a very good role in enhancing enterprise brand.

Four, B2B platform

The B2B platform represented by Alibaba, HC and so on is another important channel for dealers to obtain information. Similar B2B has many platforms and can be selected for targeted use.

Five, wholesale websites

The comprehensive and industrial wholesale platform is another important channel for dealers to get information.

　 Chapter three: the overall thinking of network marketing

I. overall mode

First, create a marketing website, and then use it as a carrier to spread the network.

Target customers visit the company's website through Baidu search, news, industry station, B2B platform and other related information.

Website with excellent experience and depth The contents of value initially establish a professional and reliable brand image for the customer, impress the target customers and contact the company online or by telephone, and leave detailed contact information.

Under the line of sales staff, the intention customers will further communicate with each other to facilitate the transaction.

Assist in B2B, garment industry, wholesale and other website platform communication.

Two, website strategy

Build a marketing website integrating sales force, credibility and communication. The entry points are as follows:

At the time of website planning, from the marketing analysis, comprehensive marketing strategy, customer website experience, network technology, SEO planning and other means of planning;

Website content should have deep value and need to consider SEO skills.

A large number of customer cases, distributors' agency policies and successful cases are required. The company's brand endorsement, company honorary certificates and media reports should be displayed perfectly.

Strategic planning, copywriting and art design.

Three, network communication and promotion strategy

According to the analysis conclusion of the network marketing goal and target audience, we should adopt targeted network dissemination and promotion. Objective: let the industry spread all over the company's product information and immediately think of your company as soon as you need it. The main network promotion and dissemination strategies can be referred to as follows:

1, Baidu

Baidu bid

SEO optimizes natural ranking

Baidu Knows

Baidu Post Bar

Baidu Encyclopedia

2, industry website

Clothing and related websites, community forums, etc.

3. News portal

In Sina, NetEase, Sohu, Tencent and other portals to launch news, establish a brand image at the same time seize Baidu home entrance.

4, B2B platform

In Ali, Huicong network and other large and small B2B platform to promote.

5, other auxiliary

Regular routine promotion can be done through other forums, classified information, wholesale website platforms, etc.

　　 Chapter four: basic contents of network marketing

Internet marketing is a highly systematic work. Before launching a network marketing project, clothing enterprises must combine the actual situation of enterprises to plan the overall situation from the perspective of enterprise strategy development. This item Work and carry out.

1. Overall planning of network marketing projects

Including project development steps, stage goals, project progress control planning, etc.

Two, marketing website planning and construction

The contents of the marketing website planning and construction have very detailed annotation in the website.

Three, website sales force to enhance implementation

Including website brand copybook content, service product copywriting, website information content continues to update.

Four, website SEO optimization execution

Including SEO keyword strategy analysis selection, website internal SEO optimization execution, website external SEO optimization execution.

Five, Baidu website bidding management monitoring and adjustment

It includes Baidu keyword selection, creative writing, and optimized bidding.

Six, the promotion and dissemination of the whole network.

News writing and release in the network media, industry website promotion, B2B promotion and other specific promotional information design, release and maintenance.

Seven. Data monitoring and analysis

Including promotion data monitoring and statistics, SEO keyword ranking monitoring, website traffic monitoring statistics, website access trajectory analysis.

Summary: the direct purpose of apparel enterprises to develop network marketing is to achieve and upgrade sales of clothing products through network channels, accelerate the market share of Internet marketing, and further enhance the brand influence of traditional market and catalyze the overall market share.

Of course, different enterprises have different purposes, modes and strategies to carry out network marketing according to their actual needs.