"Encounter" Between New Network Industry And Traditional Garment Industry

According to the "twenty-ninth China Internet development statistics report" released by the China Internet Network Information Center (CNNIC), as of the end of December 2011, the number of Chinese netizens reached 513 million, of which mobile Internet users (mobile Internet users) reached 356 million.

Micro-blog and group buying became the two fastest Internet applications in 2011.

By the end of December 2011, the number of micro-blog users in China reached 250 million, an increase of 296% from the end of last year.

The big spread of small micro-blog

In this year's Ruyi China Fashion Forum, general manager Xiao Ming Chao, general manager of new media marketing experts and new generation market monitoring organization, said: "we have entered a new era of Internet social networking.

In the social age represented by Facebook, the core of communication is the confidence that people establish information communication with each other. It is the person himself, the relationship itself, rather than the information itself.

From a one-way era to an interactive era, in fact, in this era, everyone has multiple identities in the Internet, especially the identity of social media.

Today's social media era is characterized by socialization, localization, mobility and fragmentation.

In such an era, e-commerce has also undergone tremendous changes, bringing us unlimited space for business imagination.

Many international first-line brands and some cutting-edge brands have gone down, and have started close contacts with all kinds of new media, and have also established close interactive marketing platforms with consumers.

According to the US luxury brand Coach, the number of micro-blog's fans has increased from tens of thousands to 330 thousand in a few months after the opening of micro-blog's Coach in April 2011. As of now, this number has exceeded 380 thousand and has become the most luxurious brand on Sina micro-blog.

The trend of new media trends and figures is actually reminding us that traditional brands and traditional enterprises should make full use of new technologies to make new marketing and dissemination.

Online and offline

With the trend of media fragmentation and clustering becoming more and more prominent, the traditional marketing mode has encountered unprecedented challenges. The development of technology has brought new media forms that are too busy to see, and the development space of e-commerce has become more and more large.

In the face of this huge online market, traditional clothing brands have already begun to explore, and there are many successful cases. However, some traditional clothes enterprises still have doubts about the current situation and prospects of e-commerce.

Compared with the high cost of offline channels, the increasingly high cost of electricity providers is also "negligible". Store rents, logistics costs, raw material costs, labor costs, all kinds of tangible and intangible costs are all holding the interest of traditional service companies. Regardless of whether they are electric shock or not, the traditional Chinese clothing brand has been merged and reorganized, optimized and upgraded to become a unified appeal of traditional service enterprises to themselves, as well as market and consumers to traditional service enterprises.

Nowadays, the electricity providers have been concentrating on price war. The cost is higher and higher, the number of Internet users is increasing, and the Internet time is getting longer.

This phenomenon has led to the imbalance between the two marketing modes under the online and offline business. Duan Yongzhao, chief strategist of SEEC group and ZiffDavis media group (China) strategic development consultant, said: "the separation of the upper and lower parts, the lower part of the traditional society, the upper half of the body into a virtual space."

Consumption guidance brings consumption revolution, but the traditional production mode has not changed. The change of production mode is lagging behind the change of consumption.

Vice president of Gloria

When it comes to the experience of Gloria's electricity supplier, there is a feeling: "our electricity supplier has been doing this for more than 3 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, advertising that we often invest on the Internet can be pformed into actual online sales.

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

Such worries are not uncommon. A large number of advertising inputs, in order to compete for the preferential price of the market, compare with the sales and profits, obviously the commercial "cost performance" is too low, all anxiety stems from the upper and lower parts of the body.

Self media determines brand value

Whole

Now it is still in a structural period, expansion period and pitional period. The number of service providers is constantly increasing. Every one or two months, we will see the types of service providers that have never appeared. The "new species" is constantly enriched. How can the traditional garment industry change rapidly in the three-dimensional world? How to deepen the brand in the Internet and make the brand marketing become more and more important.

If there is a real objective relationship between clothing and consumers, there is a perceptual subjective relationship between clothing brands and consumers.

The new digital media is the best place for clothing enterprises to establish brand and further communicate with consumers.

In the age of social media, brand is not created by enterprises, but created and defined by consumers.

The brand in the corporate conception is the ideal. The brand in the mind of the consumer is the real body. Using social media to create the brand is more rapid and sensitive compared with the traditional marketing mode.

"Social media brings dialogue between brands and consumers. Consumers' initiative to add brands to friends is a new brand relationship. This relationship makes clothing brand consumption diversified, and it also brings opportunities to many non top-ranking, non brand, but quality clothing brands."

Nowadays, consumers can easily pay attention to Burberry on micro-blog, watch the LV show live on the brand's official website, and browse the latest Gucci products on iPad, which makes the global consumers at all times and everywhere can pay close attention to the latest brand trend of the brand.

In the light of the "things" between the traditional clothing enterprises and the new media, the vice president of the China clothing association and the general manager of Zhengzhou M·SUYA Brand Development Co., Ltd.

It is believed that how to make a sound brand in traditional channels and how to plan the e-commerce channel is thought-provoking, and the brand that originally existed in the traditional channel would be very difficult. We might as well consider whether we can pfer to online sales, and seek survival space in the electricity supplier.

In addition, the relatively stable brand of online marketing should also consider how to plan new brands and achieve long-term development in the continuous development of business civilization.

With the deepening development of social media, the channels of communication in different fields are no longer clear-cut. Consumers enjoy the freedom to choose and receive effective information through various media.

In addition to independently deciding to choose what they want to see, every social media user is a self media who can freely upload content, share consumer feelings and express evaluation of products and brands, and has become a member of the brand image created on the Internet.

Brand marketing in the new media age is no longer the final say of enterprises. Only by recognizing the change of consumers' identities can we find the right entry point, flexibly apply new media, and realize the new development of post electricity supplier era.