Using The Internet Skillfully Is Another Development Direction Of Traditional Shoes And Clothing Under The Line.

For the traditional brand, purchase decision is brand driven. The matching degree between brand image and consumer image is one of the elements of purchase. Brand exposure and communication intensity are important factors to maintain brand's status in consumers' mind. For many consumers, the brand image of traditional brands is the guarantee of quality and reputation, so buying brand products is a quality commitment.

With the development of Internet, the evaluation of consumers is becoming a more direct and effective purchase reference. The evaluation information on the network is presented in many aspects, such as quality, style, cost performance, service and so on. Through the three-dimensional display of information, online brands have effectively established consumers' confidence in buying online brands, resulting in the dilution of traditional brand's brand guarantee value.

Traditional brands can also demonstrate the use of evaluation information, but the difficulty is how to spanfer offline evaluation to online. Generally, there are two ways: first, to collect and display evaluation information through activities, and the two is to display information through various sales channels. The former needs strong promotion ability, while the latter needs a certain consumer shopping behavior.

Case: Qipai men's clothing, when they open their flagship stores, has shown their brand history and strength through the activities of "believing in themselves and believing in seven cards". On the one hand, it collects and displays the brand reputation of consumers in the offline channels. Through the consumer's reputation for brand name, quality trust and service satisfaction, it adds confidence to consumers who first bought seven card products, and effectively stimulated their buying behavior.

Zi brand: Double carving to solve the two major contradictions

The high cost and big operation of traditional brand in brand operation, channel construction, inventory management and other aspects, imperceptibly increases the selling price of products, consumers must pay for the cost of these intermediate links, and online brand is effectively compressed based on the sale of network platform. At the same time, the target consumers of traditional brands and online shoppers have some faults, such as AOKANG, seven wolves, Shanshan, YOUNGOR and other brands, and there is a fault with the core consumer group concentrated in the age of 18-35. Online shopping groups are more interested in choosing younger brands that understand them better and are more fresh and fashionable.

In the face of the contradiction between the aging of traditional brand image and the younger age of online consumer groups, and the contradiction between high value-added products and consumers' demand for cost-effective products, some traditional brands adopt the sub brand or sub series of young consumers who are in line with the Internet market. On the one hand, they are conducive to maintaining the existing image of the brand, avoiding contradictions and effectively covering the network market, and on the other hand, avoiding the impact of the network price war on brand image and traditional channels.

Case: jiusu Wang men's clothing through the creation of the "new fashion" young online brand, Ge Li Meng Meng, on the one hand to provide cost-effective products to effectively cover the 25-35 year old young consumers, layout of the network market; on the other hand, to play their strong supply chain advantages, to avoid the market on line to a large impact on the offline market. At present, the brand concept of Ge Li Meng has already been spanmitted and recognized. To a large extent, it has formed a complementary and coordinated brand structure with the mother brand.

Hot spot: using marketing to offset the slow speed of product line

According to the operation mode of ordering system, traditional brands have long decision-making process and slow response, which can not meet the fast changing market demand of the network market. The network brand is more flexible and efficient, and can develop new products according to the market conditions. For example, the death of Mike Jackson and Jobs, the online brand can quickly launch related commemorative products and seize the opportunity.

For traditional brands, although there are some deficiencies in the rapid response of the supply chain, but with strong financial strength and resource integration capabilities, products may not necessarily catch up with the social hot spots, but they have the advantages of money and resources in the marketing and application of social hot topics and even creating hot topics.

Case: in August 15, 2010, Anta used the theme marketing activity of "Japan surrendered 65th anniversary domestic products to become stronger". According to the process of the end of World War II (the first atomic bomb exploded in Japan until the Japanese surrender), it began to shop notice and old customers' announcing from August 6th, and gradually detonated the attention of consumers. After a week, it launched a 35% off ex gratia sales promotion campaign to effectively stimulate consumers' national sentiment. In the absence of Juhuasuan or Taobao's home page focus advertising, it created a single page tearing page advertisement to detonate the sales performance of 500 thousand of the day.

Internet platform can be used for you or for us. Therefore, when facing the competition brought by network brand, traditional brands may play their own advantages on the Internet platform. Maybe they can achieve good or even unexpected results.