Traditional Clothing Brand Marketing Touches The Net

With the rapid development of the Internet, online shopping is very popular. Some traditional clothing brands also set foot in the new field of electricity supplier, hoping to occupy a place in this field. But why is the traditional clothing brand coming? Online marketing How can we make ourselves look at the Internet?

Learn from others and learn from others.

Bo Yang's casual wear brand Tonlion also started e-commerce in 2009, sold more than 200 million yuan in 2010, and the sales plan in 2012 was 350 million yuan. In addition, Ningbo Bo Yang home textile is currently the sales leader of home textile brands on Taobao. It began to do business in 2009. Now the sales of network and entity have accounted for 50%, reaching over 300 million yuan. In the eyes of these brand clothing enterprises, the next network sales market will break out stronger. In 2012, there may be an enterprise with a sales volume of 100 million yuan a day, and their warehousing can solve and digest the sales volume within 1 weeks.

"In the software park of Xiamen, in the men's clothing brand of Fujian, apart from a few brands such as Li Lang, the rest of the seven wolves, nine herd kings," powerful brands "and other brands have been among them, and have developed into electricity suppliers. In the past two years, there has been a rapid rise of their own brand of men's clothing with the representative of the cyber male. Reporters at Taobao headquarters heard such an introduction. Zheng Chenai, President of the Wenzhou clothing trade association, can not sit still. Compared with Ningbo and Fujian, is Wenzhou clothing really caught up with e-commerce?

Wan Dian, bagpipes, AI Rosen and other Wenzhou clothing brand "touch" network how to solve it? From other online clothing enterprises to learn. For the development of enterprises to seek greater room. In December 13, 2011, the Wenzhou clothing chamber of Commerce organized more than 60 people from more than 30 garment enterprises to investigate and learn from Ningbo and Hangzhou, and face-to-face exchanges with GXG, Tonlion, Taobao and other enterprises. The two day trip, the Wenzhou clothing chamber of Commerce called it "e-commerce Tour". "Anxious!" Cai Qimiao, general manager of Wenzhou Chuang Tai Garments Co., Ltd., with a burning heart, took part in the Wenzhou Hangzhou clothing trade association's "Hangzhou Hangzhou business trip". Because of the sale of Zhuang Tai underwear on the Internet, the sale of agents has been hit, and many agents who originally wanted to join the company had to stop shop. The impact of e-commerce on brand entity stores made Cai Qimiao feel the pain.

During the GXG visit and exchange, Li Shujun, general manager of GXG, imparted his experience to his colleagues without reservation. In his view, e-commerce is actually not difficult. The talent of the e-business is not deep enough, so long as we are willing, we can train ourselves. More than half of GXG employees have no working experience, with an average age of about 25. Li Shujun believes that clothing brand e-commerce prospects are very large, 3 years to do business, shop will not be affected. 3 years later, the brand has established millions of customer resources and can fully promote online brands. According to his introduction, in the first year of GXG's online product distribution, 90% is inventory, and 10% is synchronized with the physical store (the price is synchronous). The proportion of second years has changed to 70% stocks and 30% networks for new products. After 2012, the online brands will be launched (including men's wear, women's wear, children's wear, home textiles, etc.).

　 Breaking the beaten track and paying attention to the old Data marketing And speed

Summing up the experience of these successful suppliers, apart from data or data, besides speed or speed. Whether GXG, Tonlion or billion technology, every place can feel their attention to data. Whether traditional handwriting statistics or computer statistics, these data always touch the viewers' nerves in the most prominent places.

"The electricity supplier has no mode, which is at a faster pace." This is from the Ningbo young man Wu Lei expressed the experience of the electricity supplier, he worked for two years to sit in the position of Taobao network operation director, "speed" is his biggest experience. Because network information changes very fast, you can get better resources only if it is faster than it. The same advertising, others may have a 100% return, and not fast enough, it will not get the return. "The electricity supplier should hurry up, the sooner the better, the sooner the better." This is the biggest feeling of many of the owners of Wenzhou clothing enterprises. Pan Pingping, deputy director of the Wenzhou Municipal Bureau of Commerce, also believes that the development of electricity suppliers is running against time. GXG's current customers are 1 million, and next year is 2 million. Everyone is fighting for customers and will lose a lot of customers when they arrive late. Pan Pingping said that seeing the blowout development of GXG, Tonlion and other brands in e-commerce is a big shock. The development of e-commerce in Wenzhou's traditional industries is the only way and must be fast. The government will also increase support to support enterprise development. "Start with the clothing industry and try to replicate and promote it in various industries in the future."

　 Break traditional thinking and be brave in trying new ways.

Online clothing management must consider new problems and explore new strategies and methods for solving problems.

1. meet the needs of consumers. Safety and stability and good trading platform are the common needs of C2C platform. The construction of a stable local website platform is a basic condition for consumers to stop in the clothing or other commodities of the company. If the platform is unstable or service is often interrupted, users need to wait long to open the website, how can they meet the needs of consumers? Online sales need to start from the immediate interests of consumers, anxious consumers, and thinking about consumers. Enterprises should constantly develop new functions and constantly modify the framework according to the actual situation. Meeting customer needs will become a key factor in online business.

2. successful Location marketing And set up excellent teams. Many enterprises do not make good location and choose the target market when they are promoting the website, but they fail to make long-term plans, which results in the enterprises' performance failing to achieve the desired results. An analysis of e-commerce experts said that the traditional retail camp extended to the electronic business. It often took the simple idea of moving the offline sales mode to the network, and copied the traditional mode, such as category management, supply chain control, procurement, logistics and department establishment, especially the two platforms under the online and offline businesses. The more serious injury is that there is no inventory in the joint shopping mall. It is difficult to respond quickly to the dynamic orders from the Internet, and can not guarantee delivery, which greatly affects the shopping experience.

Online garment companies can invite professional executives from network operators to organize teams from different levels, such as how to organize the supply chain from traditional retail industry to the technology and supply chain and service system of e-commerce, and emphasize the training of combination ability. From the supply chain to the logistics storage system, to the establishment of the professional customer service department, these are the most basic configuration elements, ignoring which is easy to form a short board.

3. to meet consumer needs. Personalized products 。 The development of Internet is very fast, especially the rapid upgrading of technology, and the demand of customers is changing fast. Therefore, providing personalized products according to the different needs of customers is one of the abilities that online clothing enterprises should have. Customization is personalized service that meets different needs. Sun Tongyu of Taobao said: "our Taobao is specially designed for Chinese customers. When we provide customized sales tools for sellers, we should also consider the interests of buyers, because designing websites and services is a common demand of sellers and buyers."

4. the most important thing is customer service and after sales service. When sellers or sellers are in trouble in the process of trading, online websites should get in touch with the two parties in a timely manner and do the corresponding coordination work. Moreover, through various channels such as telephone, e-mail, fax, forum, etc., the enterprises can timely solve the problems of all parties. Every employee of an enterprise should act in a spirit of affinity, forming the idea that customers are God.

After sale service is reflected in: before buying, sellers should trust and trust with potential customers. When customers know that sellers are waiting to serve them, there is no reason not to trust sellers and refuse to accept such support. Therefore, sellers must create a trust environment and ensure that sales are on both sides of the same line. The final goal is to provide support for customers to meet their needs. Potential customers understand their needs, but are willing to cooperate with sellers on a win-win basis to meet customer requirements. In the purchase, the seller should guide the customer to find out the information they really need so that they can make the best decision as far as possible. Sellers must serve customers, not customers. After purchase, the seller should follow up the progress after delivery until the customer receives the goods satisfactorily.

Visible, traditional Brand clothing If enterprises want to fight the battle of e-commerce, there are many things to learn and explore, and experience needs to be summed up by themselves. Just as Mr. Liu, who runs a clothing store in Qingdao, reveals to reporters the way of running his own business: "in order to make the garment enterprises succeed in the short term, the most important thing to consider is how to maximize the brand value."