Fashion Marketing's "Retail Era" And "Internet Era"

Because of the changes in the consumer market, there have been many fundamental changes in brand clothing marketing, such as the era of advertising and clothing marketing, and the emergence of some new terminals. Can you sort out the brand for us? Clothing marketing What are the fundamental changes? How should garment enterprises cope with these changes?

The fundamental change of brand is the two revolution. For the entity channel, the "retail era" is coming. There are three characteristics of the retail era: one is that the advertisement is not working, the two is not open, and the three is that the brand is not working. Joining is not only an opportunity, but also a trap. It is similar to that of many brands such as crocodiles, Paul and so on. Consumers know what is the real world famous brand, what is the edge brand, what is the so-called camouflaged brand created by the Chinese themselves. Advertising, shop and brand can not guarantee profit in garment marketing channel.

Perhaps some people will say, why can the clothing industry continue to go on like this? It is not that this law does not work, but there is still profit margin in the market at present. The brand development of leather clothing industry basically has a gap of five years or so with the clothing and garment industry. Taking a full look at the development process of garment and garment industry, it is easy to see the future development trend of leather brand. The competition of garment and garment industry is now in the era of mechanism profit, management profit and talent profit. If the leather continues to heat up, it will also usher in the clothing status in the future. If we fail to see this, it will be equal to the frog in the warm water.

　　 Retail Era It is predicted that the brand domestic chain market must rely on the advanced retail management mechanism. Here, let me give you a small example. The director of enterprise human resources hopes that we can recommend more internal trainers who have experience in actual retail terminal. Because enterprises understand that the terminal must be trained to input. I said the lecturer could find it, but I could only guarantee that the lecturer could do training, and no one could guarantee how long he could serve the enterprise. Therefore, enterprises want to solve the terminal internal training for a long time, and build a terminal training management system from training input, management supervision, performance evaluation, and problem solving. Through all kinds of advanced training methods, all terminals can be trained at the same time and on a large scale. Only by building such a system, no matter who will be the lecturer in the enterprise, he will only do better in this job, but not because of the flow of people.

The second characteristic of clothing marketing reform is that we have completely welcomed it. Internet Era The electronic age. Unavoidable entity clothing marketing and virtual clothing marketing coexist. Not only micro-blog, the Internet and other clothing marketing tools, consumers in the future will also be more convenient, economical, convenient and time-saving through online shopping. Any enterprise's attitude towards virtual network clothing marketing and e-commerce clothing marketing is not only a refusal and a step closer. Even for some foreign trade brands that expand the market, it may be possible to try e-commerce and virtual clothing marketing as the main way. As long as the brand can reach the consumers' hands, be recognized by consumers, and eventually become our loyal customers, the purpose of brand clothing marketing is achieved. As for whether this road is through entities, stores or through the Internet, I think this is not the most critical. The key is what channels can enable consumers to enjoy the greatest benefits, which is the main channel consumers choose eventually.