Clothing Store Offline Offline Collaborative Marketing Is Not Busy.

Traditional brand in shopping malls clothing Shop offline offline collaborative marketing is not busy.

In recent days, I observed in the shopping malls of Tianhe business district in Guangzhou that from Monday to Sunday, there were "express brothers" of the big express companies except the staff of shopping malls and shops. It turned out that with the strengthening of the importance of online shoppers in the major fashion shops, the couriers became the "off staff" who arrived at the mall on time two times a day.

The survey shows that at present, a number of clothing stores in Guangzhou or "top-down" shopping websites are launched on the basis of "walking on two legs", or "bottom-up" development of online customers from shop managers and performance salesmen. The mode of collaborative marketing on offline offline is emerging.

2 modes of collaborative marketing:

"Top-down": the clothing entity store headquarters set up a shopping website to "walk on two legs" for marketing.

"Bottom-up": online customers are quietly developed by store clerks and salesmen pursuing performance.

One Monday morning, I was in a Italy on the first floor of the good Plaza. Brand clothing The shop saw a courier pulling a pick-up truck to "collect the receipt". "At 11 in the morning, we will arrive at our responsible floor collection on time, eat a snack at noon, and then go back to the mall after 2 p.m., but there's always a phone call to rush me back to collect it at less than 2 p.m.", an attendant told the author.

Many apparel industry sources said that "courier brothers" often patronize shopping malls, not entirely for the delivery of online customers, in more cases, all stores in each other to transfer goods.

The author exchanges with the marketing staff of many brand stores in Zheng Jia, Tianhe and other shopping malls, and they all admit that the company is currently "two legs" for sale. The information that many brand entity stores unanimously disclosed is: at the beginning, the styles of clothing sold by physical stores and online shops were not very different, but later, it was found that there would be "internal friction". Therefore, "two years pay attention to differentiation, online shop clothing styles are generally old, in addition to some flagship, mainly in the sale of inventory."

A shopkeeper of the clothing store, who owns a shop in Zheng Jia square, told the author that whenever the new wardrobe is updated or new products are listed on the market, many familiar customers will browse the official website. After a good look at the style, quite a few guests tell her the number directly and ask for payment, which is equivalent to "quasi electric marketing". "Our familiar customers and VIP basically shop like this, go online and watch the style at any time and place in the office. The payment is good and we are fully paid for the express."

Is it true that only the field customers are keen on "physical shop online shopping"? The left shop manager takes out a hard leather notebook about 1.5 centimeters thick. Only half of the pages of the notebook are filled with customer information, and roughly estimated that nearly 100 customers are recorded in the book. The author looked at it. Surprisingly, the customer's express address registered on the booklet was eighty percent of the address in Guangzhou, and only twenty percent for the provincial address.

In fact, many stores and store clerks have their own "private marketing secrets". "I regularly upload new clothes in QQ space, sometimes I show myself as a model show or send new pictures to my guests." Left Shan revealed.

"We are Hong Kong Brand, there is no shopping website at the moment, but customers can download the free APP software of our store, and we can browse the new models at any time with mobile phones. MAGGIE, a clerk in a clothing store at Tai Koo Hui, told the author: "if you look at it, you can send it directly to me with WeChat. You can send it to customers after remitting money."