Clothing Business: New Marketing Communication Mode Is Coming.

Under the background of the vigorous development of e-commerce, a new marketing communication mode is coming to the surface. The 3 era of marketing, namely marketing, has arrived. Compared with the era of marketing 1 and marketing 2, the consumers in the era of marketing 3 become more flat from the process of knowing to buying, and the speed of advertising effect feedback is faster, and consumers' experience and feelings become an organic part of the two spread.

Marketing has been popularized, divided and unidirectional, and consumer information infusion has been upgraded to precision and interactive consumer experience marketing. Therefore, the marketing force of the 3 marketing era not only requires businesses to master various kinds of marketing. Marketing Tools and the ways and circumstances to use them, we also need to have a deep understanding of the online habits of target consumers.

Creativity is actually a kind of insight, creativity and imagination found in the Red Sea. It is a cohesive force formed by the synergy of micro innovation and integration after brand power, marketing power, channel power and operation power. The four core elements of brand power, marketing power, channel power and operation power are summarized and refined from the marketing practice of many e-commerce enterprises, thus forming a theoretical model of e-commerce, which covers all the key elements of the success of e-commerce enterprises.

Complement each other and drive each other.

The "creativity model" takes consumers' needs and experience as the guidance, and forms the brand power with the core of product value and service value, and realizes the value spanmission of information, logistics and capital flow through marketing power and channel power, and drives the benign circulation of value chain based on the operation force, and finally forms the core competitiveness that guides the success of e-commerce enterprises.

Users are the ultimate buyers of the value of enterprise products and services. Therefore, the shaping of enterprise value needs to be guided by user needs and consumption experience. Brand power can be understood as the carrier of product value and service value; channel power and marketing power can be understood as the basic access facilities (information flow, logistics, capital flow) that the value of brand carrying force can effectively convey to users; and the operation power taking the operation team as the core naturally assumes the "engine" role in the value chain of e-commerce (online retail), and it is the core driving force for the circulation of value chain.

At the same time, channel is the key link to achieve product and service sales, and ultimately generate capital gains. In the era of electronic commerce, the distribution channel of merchants presents a diversified development trend. For traditional enterprises, offline distribution channel The main battleground of the channel construction is mature, so the core of the work is to eliminate fake commodities and purify the network channel, which is the main body of the network distribution channels. The pure e-commerce enterprises are faced with the embarrassing situation that the online channels are yet to be perfected and the offline channels need to be expanded. The key to the construction of the channel is to maintain the synchronization of the expansion of the channels and the development of the enterprises.

With the development of electronic commerce, the single heroic heroes have lost their uses, and businesses with strong resource integration capabilities have become the new favorites of the times. More and more enterprises are concentrating on the areas they are good at, outsourcing business modules that they are not good at to professional service providers, and mastering the core competitiveness of enterprises in their own field to grasp the enterprises in the e-commerce supply chain. discourse power This is particularly evident in the construction of the operation capacity of enterprises.

Interpretation of the four core elements

Brand power: brand power is the creative force that is most close to the needs and experience of consumers, and is the carrier of product value and service value. Building brand power includes creating differentiation, precise positioning (crowd focus, category focus and product focus) and three aspects of story telling.

The core of "creating differentiation" is the irreplaceable place to create and excavate goods, and then let the brand go deep into the hearts of the people. The "precise positioning" here does not mean market positioning, but refers to letting brands occupy a place in the minds of consumers. Consumers are not at all aware of the huge amount of merchandise and advertising information, they will only remember the top or most special brands in the category.

If asked about the first brand of the mask, consumers will give a lot of answers, and when asked about mineral mask, the first mention rate will be very high. Therefore, positioning quintessence It's not about what products are made, but finding the blanks that have not yet been occupied in the minds of consumers. In the era of fragmentation, brands should have the ability to focus, including but not limited to crowd focus, category focus, product focus and so on.

Apart from focusing, storytelling is also a necessary condition for impressing consumers. Each brand has its brand essence. "Who I am, what I do, and whom I do", all communication should convey the most essential mission and appeal of the brand to the target audience. For example, in the world of Dulux paint, a family of three, and the landmark ancient dog, deduce the story of a happy family, so that consumers are willing to recognize this happiness and happiness. At the same time, brand power should be built from the aspects of product value molding, brand value building and public relations image building.

Operation power: the "operation" is the concept of big operation and a management proposition in the model of creativity. Therefore, the operation power is the engine for enterprises to develop e-commerce and the core driving force to ensure the realization of the value of e-commerce products and services. brand The price of force, marketing power and channel power is a prerequisite to give full play to it.

In the process of visiting the business organization jointly organized by a panning marketing center, Taobao creative and AI consulting, most merchants believe that e-commerce is faced with massive users and massive competitors. The ultimate success of benchmarking enterprises depends on their operational capabilities, including but not limited to business philosophy, team formation and business management mode.

E-commerce is faced with a diversified market, and the division of labor is the main keynote for formulating business processes. In other words, the ability to integrate resources has become an important part of the operation of enterprises. E-commerce has put forward higher requirements for the flexible and quick response of the supply chain. How to achieve flexible production has become a common problem faced by traditional enterprises and network operators. Joyoung's approach is to work together with online retailers, Taobao platforms and distribution TP Huaqiang.

Luo Hongxing, general manager of the Joyoung electronic commerce center, believes that the core of flexible production is quality, cost and delivery time. E-commerce broke out very quickly, from the mold opening, procurement of accessories, products warehousing to logistics, customer service training, etc., the whole chain cycle is longer. However, thanks to the uneven distribution of retailers, Joyoung has achieved precise production through several rounds of retailers' training and support.

Channel power: under the background of intensified market competition and diversified consumer lifestyles, channel diversification has become a trend. The responsibility of channel power is to ensure that the value of brand power can be delivered effectively. Its connotation includes the channel deployment and the harmonious development of various channels.

On the one hand, the pace of developing e-commerce by traditional brands is accelerating. The choice of network channels is facing diversified choices and challenges. On the other hand, in order to deal with the impact of traditional brands, the channel deployment of e-commerce enterprises has begun to increase, not only expanding the scope and depth of network channels, but also extending their tentacles to traditional offline channels. The strategy of diversifying channels for fishing all over the world has been recognized by many businessmen.

As a typical representative of traditional brands, since its first close contact with e-commerce in 2007, Joyoung has accounted for 8% of Joyoung's total sales, and seized nearly 70% of the online market of the small household appliance industry. Joyoung online has completed the laying of Taobao, Jingdong, pat, suning.com (micro-blog) and other e-commerce platforms, and cleared and integrated through channels to achieve the harmonious development of online and offline distribution channels.

How to coordinate the conflict between enterprises online and offline is also a difficulty that traditional brands must overcome when they engage in e-commerce. Luo Hongxing believes that the growth of any new format will be resisted by the outside world, but e-commerce is the trend of the times. In the future, online and offline must be a concurrence relationship.

At present, the most serious conflict is price. In the long run, online operation must be profitable, otherwise it can not provide value-added services to consumers. Therefore, the first thing Joyoung will do after the distributor has been incorporated is to raise the online price to a reasonable price overall, and then improve the service so as to raise the price expectation of the consumers. At the same time, Joyoung actively launched large-scale promotional activities, research and development network for products, from product mix, pricing strategy, marketing practices, consumer experience and other dimensions of online and offline segments.

Marketing power: marketing power ensures that the value of brand strength can be effectively spanmitted. The unique communication properties and channel attributes of e-commerce platform determine that it can facilitate the unification of brand communication and product sales. E-commerce marketing capability includes at least the ability to communicate value and the ability to put marketing concepts and marketing concepts into practice.

In this era of encouraging innovation and advocating innovation, the online shopping behavior of consumers in e-commerce environment has initially realized the return from "price" to "brand and quality". In addition to traditional marketing methods such as advertising and promotion, brand idea is implanted and interpreted through every detail in the process of user service.

Successful marketing is based on the full study of consumers' behavior habits in different environments, and the rational use of marketing tools for different communication platforms is also the key to the success of e-commerce enterprises. Therefore, in this unique marketing communication system with Taobao characteristics, it is an indispensable part to grasp Taobao's special marketing tools. The conventional interactive media platform can be classified into three categories: display advertising, search advertising and relationship chain advertising (word of mouth marketing). Among them, word of mouth marketing is particularly important.

The future competition of e-commerce will be an aggressive war and a protracted war. Using quality service to narrow the psychological distance with consumers, enter the inner world of consumers, set up word-of-mouth in the hearts of target audiences, and then occupy the commanding heights of consumers' inner world through word of mouth marketing, this competitive strategy is favored by many businesses. The typical case of word of mouth marketing is "AFU," which is moved by surprise, "O.SA", "user friendly art club" and "green box with high cost performance".