How Can China'S Shoes And Clothing Enterprises Marketing Under The Surplus Economy?

In the era of excess economy, products are becoming homogenized and how to innovate in marketing has become the focus of attention of the industry.

The elite will invite Mar Cassini, director of men's wear and clothing, Liu Hong, general manager of Shishi Kai Xiang Agel Ecommerce Ltd, Xiao Yuanmu, general manager of huangpin international entertainment media Co., Ltd., and the brand manager of Jinjiang hover Shoes Co., Ltd. Lai Zhen Guo and other elites to discuss how to do holiday marketing.

Viewpoint 1:

Moving customers' hearts with service

Three years ago

Since the brand Mar Cassini, marketing innovation has always been the core word of Liu Hong's thinking.

"Marketing should take service as the core, especially to maintain the feelings of old customers."

Liu Hong believes that sales terminals are the most direct platform for enterprises to contact consumers. If consumers are allowed to buy products with a cheerful mood and create an atmosphere of home, consumers will be satisfied even if the price is more expensive.

He analyzed that the "80 generation" in the future clothing market is the main force. They are very fashionable and very individual.

"In order to grasp the needs of individuals in a timely manner, marasini has a designer team of 100 people who go all over the world every year to find fashion inspiration for development."

Liu Hong said.

In addition to the primitive functions of shame and warmth, clothing represents its individuality culture.

In Liu Hong's view, mascassini represents a fashionable attitude towards life.

In order to better interpret this concept, he found the "drop point" of environmental protection.

"We chose the" Earth Hour ", an environmental activity that everyone can participate in, and launched the large-scale grass-roots environmental action of marasini and 10000 environmental attitudes.

He said, "we have always been concerned about environmental protection, and the core value of the company's brand is fashion and environmental protection."

At present, a lot of enterprises are holding "promotion, reward and discount" promotional activities on holidays, but this way can not let customers feel the service of the enterprises in real time, and can not closely link the customers with the enterprises, and can not catch the hearts of the customers.

He said: "customers need a product. The first decision is to choose which company to accept.

Once the service has touched the customers, it has started the brand of the enterprise, and doing the best service is the most valuable asset for the enterprise.

Viewpoint two:

The key to winning is not price.

"To do a good job in holiday marketing, we have to think from the perspective of consumers.

The horse plan believes that when consumers buy goods, stores and stores often do a series of promotional activities.

At this point, if you can package products and gifts above, the cost of purchasing goods will be reduced, and naturally attract more consumers.

Aiming at "

The core of this is the price war. "Ma" believes that holiday marketing is not a price war. The key to product success is quality, not its own price.

He said: "only by price war, it is not easy for enterprises to survive.

In a reasonable profit margin, it is meaningless to make repeated discounts and promotions.

"Holiday marketing requires an innovative way to repay customers."

He said, "if the consumer buys 1000 yuan products, the enterprise gives him 100 yuan service, but the consumer who buys the product can not personally experience, he will pmit to the friend and the relative.

Consumers may not have the means to enjoy themselves, but they can do things in a friendly way. Why should they not? That is to say, enterprises should take another way to attract and serve consumers.

It is a mood to pursue the price and enjoy it. Enterprises should think about the problem from the perspective of consumers.

Viewpoint three:

Brand culture is the core of marketing.

"Because of the cause of the big environment, many enterprises are trying to clean up the stock."

Xiao Yuanmu said that the traditional way of marketing is based on the overall support, and the acquisition of inventory through e-commerce platform is also a popular way.

He believes that from the perspective of industrial development, a simple price war has no meaning.

Xiao Yuanmu said: "with the increasing demand for personalized consumers, ZARA, H&M, GAP and other fast fashion brands have developed significantly in recent two years.

Sports brand, a relatively mature industry, has entered the era of personality orientation.

He said that the core of marketing is to do well in brand culture.

"Good brand culture can cultivate a consumer group.

Just like people who like Nike and Adidas, they will gradually like its sports culture.

Now the brand is becoming homogenized, and the enterprise is pursuing individuality in the future. It will occupy the market through brand positioning, product integration, and professional initiatives and terminal services.

Since last year,

Brand is keen to reflect brand culture through shooting micro films.

Xiao Yuanmu believes that the most important thing in a successful microfilm is truth. Only real can make the customer feel emotional and let the audience get excited.

"Whether we talk about customers or movies, we must cultivate feelings first.

When you meet with customers, if your script can touch and touch the customers, the movie is not far away from success.

"Micro films are mostly gimmicks than creativity, but the most important thing for good micro films is creativity."

He analyzed that with the continuous improvement of audience's appreciation level, people's demand for micro films is getting higher and higher. They can't stay on the old road of "star bombing". We need to develop more films with innovative themes, flexible forms, well produced and capable of arousing thinking and resonance.

Viewpoint four:

Mining potential value of products

"Doing some promotional activities at festivals is a way for enterprises to give back to consumers."

Lai Zhenguo said that most of the public's mind also had such an impression that it would be more cost-effective to slow down the consumption plan near the festival and buy it later.

He said: "enterprises do holiday promotion activities is necessary, this is a good time to increase sales performance, grasp this opportunity, sales performance will be affected."

He said that when consumers buy goods, the same money often wants to buy more value.

Some of these values are realized through products, some of which are realized through the potential value of products.

For example, he said: "clothing according to the traditional clothing value is to cover up shame and keep warm, and tap the potential value is to pursue a taste, a way of life, that is, to achieve a high level of added value."

In his view, price reduction is a relatively low-end approach, the high-end way is to improve the product's performance price ratio.

On the one hand, holiday marketing requires the value and quality of products to be excellent; on the other hand, it is necessary to excavate the potential value of products and improve the added value of products. The cost performance is increased naturally, which not only achieves the purpose of promotion, but also improves the core competitiveness of products.