Analysis Of The Changes Brought By New Media To Garment Channel And Promotion

The Internet has brought many changes to people's lives at the beginning of their birth. After more than a decade of Internet development, we found that the Internet has begun to permeate every corner of our life and become an indispensable part of our life.

Now, along with the growth and pformation of the Internet, the growth of new media in 2011 has been changing people's living conditions.

With all these changes related to the Internet, for clothing sales, it is not time to consider whether to sell on-line, but to consider how to better apply the new media, so that clothing online sales are developing rapidly.

Communication changes after the birth of new media

In the classroom of a clothing college, the teacher asked, "if you can provide clothes, food, shelter and Internet, how long can you stay at home?" the student replied, "5 years."

...

This is it.

To bring changes to our new generation of consumer groups, they have realized many of their needs online, including social needs, as long as there are networks, they can be satisfied.

And this brings us a lot of thinking. Where will the future clothing sales go? How can our traditional brand make use of the Internet to serve our future?

Now, we already have 513 million Internet users. In the media pfer, Chinese netizens average 17.3 hours on the Internet today. Nowadays, the golden time of traditional TV media has been gradually replaced by the Internet. Many people have had dinner to meet the Internet on PC and take the place of watching TV next to the TV set.

Xiao Mingchao, general manager of new media marketing experts and the new generation market monitoring organization, said this year's "China Internet Forum": "the Internet is constantly changing, from 1 to 2, and now a variety of coexisting 3. We have entered a new era of Internet social networking.

In this era of Facebook, the core of communication is the confidence that people establish information communication with each other. It is the person himself, the relationship itself, not the information itself.

Nowadays, Internet communication has changed from a one-way era to an interactive era, so in this era, everyone has multiple Internet identities, especially the identity of social media.

According to the survey, in China, each netizen has three social media identity. You may be a QQ user, or a user, or a micro-blog user. In fact, this characteristic of everyone is very obvious.

They spend more and more time on these platforms.

Against this background, our clothing consumers have made many changes.

Xiao Mingchao talked about the Internet promotion of today's clothing brand, said: "today's consumers want to reach a dialogue with the brand, you do not interact with consumers, consumers think you ignore them, brand must listen to the voice of consumers, respond to his requests in a timely manner.

Today's socialized consumers must pay more attention to communicating with you more personified.

In addition, relationships bring trust and trust leads to purchase.

Xiao Mingchao believes that China's clothing now reflects the trend of fast fashion.

Like HM,

ZARA.

Landing in China, their fast fashion has been praised and recognized by consumers. Many of them began to enter the market after 60 and 70.

Because everyone hopes that every day is new and every day is fashionable.

Internet makes fashion no longer have geographical boundaries and distances.

Nowadays, social media, micro-blog and so on have a lot of information, which will imperceptibly affect some consumer decisions.

Nowadays, many people do not read newspapers and understand information, but rather understand the daily changes through micro-blog through social networking.

Xiao Mingchao said that in fact, the cognitive process of consumers in the digital world on traditional brands has changed.

In the process of brand purchase, consumers of traditional brand names in the past have first recognized, recognized many brands, preferred some brands, and then filtered out some brands when buying, then bought brands and produced loyalty to the brand.

Now, because the new media generated by the Internet is the era of fragmentation of information, the brand we have seen is not necessarily remembered.

In this way, if a brand contacts a certain media, you will be ignored by familiarity.

In the face of such changes, how to deal with the changes brought by new media to clothing channels and promotion? Many traditional brands are beginning to have more confusion about this strange Internet world.

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Offline brand online experience

E-commerce has been developing for more than 10 years now. It began in 1995 and became more lively in 2000. It was also concerned by the whole society in 2006 2005.

Now that there is no electricity supplier and no business, everything is changing so fast.

From now on, the next five years and ten years will be a critical period for e-commerce. We will see an unusual change in the next few years.

Liang Chunxiao, vice president of Alibaba, said that the total volume of e-commerce pactions last year was about eight hundred billion, which I estimate will reach about 250 billion in 2015. We can think about the whole retail market in 2015 to 250 billion.

How much of the clothing sales will be estimated to be 100 billion orders of magnitude.

In the face of such a huge online market, the traditional clothing brand test water providers have a lot of confusion.

Now most of the traditional clothing brands still rely on offline channels, how to deal with changes and how to enter the new market? This is a problem that many traditional offline brands are still pondering.

When Xiao Mingchao talked about the traditional offline brand, he said: "I think the traditional offline brand online sales have a very big brand advantage.

Compared to the brand born solely from the Internet, their brand advantage is obvious.

How to turn brand advantage into online sales advantage is a challenge to many traditional brands.

How to get the chain of the whole media industry to get through and integrate online and offline is very important.

Because the offline brand's logistics and services will face many challenges. Many brands will have many problems when they are doing business.

In the face of Taobao mall, when facing massive consumers in different areas, traditional brands will have problems.

The core of solving these problems is the pformation of thinking mode instead of merely technical problems.

Lin Shuling, vice president of Gloria, said that when he talked about the experience of Gloria's electricity supplier, he felt very much: "our electricity supplier has been doing this for more than three years, and we have been very enterprising.

But there has been some confusion in operation. According to common sense, the online world is a channel for business and brand building.

Therefore, we will often hope to invest in the Internet advertisement to see its actual pformation and turn it into our online sales.

But we see very worrying phenomena this year, and the cost of the whole UV is rising.

When it comes to brand building, we also do micro-blog on the Internet. But now we find that many Internet platforms only play a promotional role, and there is not much direct help for brand building.

We have been doing e-commerce for two years in the new media. There is a very mismatch in it, which is not conducive to the improvement of our conversion rate.

Chen Yongbin, general manager of Zhengzhou leading clothing Limited company, is constantly thinking about new media and e-commerce.

He believes that because the cost of China's entire offline channel is getting higher and higher, no matter the department stores, shopping centers or 234 line cities, rents are increasing.

Traditional channel competition is very cruel, especially in the past two years, many listed companies, through the capital market, raise a large amount of funds in the national wide range of channels to seize, small shops into large stores, this way of operation to lift the rent is very high, small capital shops are also more and more difficult to survive.

Therefore, in the traditional network channels, many clothing brands are becoming more and more difficult.

Chen Yongbin said that while traditional brands are becoming more and more difficult to survive in traditional channels, there are many brands on the Internet.

These unknown brand new brands appear online everyday and are very active, so online channels provide more brand, more responsible, more personalized and more dispersed channel space for many brands.

This shows a new business situation, and new business provides many brands with room for survival.

This also brings many variables for the future survival and integration of our clothing brands.

Chen Yongbin put forward three constructive suggestions for the traditional channels: "first, the first problem is how to make the e-business channel well and do well in the traditional channel.

This is a problem that many clothing brands need to think about. In fact, a very strong brand is thinking about how to strengthen traditional channels while planning e-commerce well and doing well. This is not a system with traditional planning, which requires high-level planning.

The second point is whether the traditional channels survive very hard brands, whether these brands can be pferred to online sales, shine brilliantly in the field of electricity suppliers, and get considerable room for survival. This may be a problem for many small and medium-sized brands to think about.

Third, in order to seize the market, we should consider how to plan a new brand to sell online.

About new media marketing, because we do women's clothing brand, women's wear brands rarely advertise in the past, relying on department stores to rely on channels.

Now we are making strategic cooperation in brand positioning. We are also exploring this issue. Women's clothing can be advertised.

But in terms of delivery, we have a huge conflict with consultants. We consider new media marketing as the direction of delivery, but their experts will say that the mainstream media must be put into the traditional CCTV media.

Therefore, we recommend that we only do television advertising when resources are limited.

This makes us very entangled.

In the face of such changes, not only are brand clothing tangled, but traditional media are also tangled.

Last year, traditional media advertising was first overtaken by online media.

This is a historical turning point. Facing the impact of the new media, the traditional media also feel the crisis of survival and how to change. This is not only a matter of thinking for the traditional clothing brand, but also a question for the traditional media to think about.