Qian Feng, Chairman Of Blue And Blue Clothes, Talks About The Marketing Of E-Commerce And Social Media.

China clothing The association held the "2012 China clothing Convention" at the Beijing International Hotel Convention Center on 23-24 November 2012. The picture shows Zhejiang's blue sentiment. Clothes & Accessories Qian Feng, chairman of the limited company.

Qian Feng: distinguished president Wang, distinguished guests, it's quite late. Just now your teachers have talked about it very well, and have made an introduction to the new goal of our clothing convention.

The next time is relatively late. Let me talk about myself. I can say it's a case. Why? Anda 9 billion, maybe a little high. I almost made one hundred million of the electricity supplier, and the line brand made 7 hundred million, which matched with everyone. We just talked about it. So from my own point of view, I would like to share with you my views on the brand marketing of e-commerce and social media.

Let's talk about goals today. The key to our goal is the recognition of our brand and our precise goals, the attention and promotion of consumers. Our brand is our goal, and our brand awareness is higher and higher. So marketing, originally for us, we have traditionally been offline. In particular, just 19 billion of Taobao's day, 11, gave us all the companies that participated in the clothing convention, and I wanted to bring a lot of joy, tears and envy. Why? On the same day, there were a lot of companies that were in double 11. There were many enterprises that we should probably attend to this conference. Basically, it was two or three overnight. I also went through two or three nights. What am I going to do all night? For our employees, there is no way to send something to them. I feel like they are in the middle of the night. I won't go for a while, and I can't get through in my heart. I arrived at 12 punctually on that day, and called my driver and driver to buy a car of fruit and send it out. Of course, they were fully prepared before. What's the 19 billion mode? I'll give you a brief explanation later.

The new way we talked about today is just what we should just say, because our original advertisements are only traditional advertisements, and now we have social media. Electronic commerce and social media are also an important part of our Internet. We have just consulted with Tang. How do we understand e-commerce and social media? He said that social media is a big internet society, and e-commerce is just an application. But for us, the new path we are talking about today is e-commerce and social media. What is the goal of our clothing conference and how do our enterprises do this?

Each of us has a cell phone, basically sending micro-blog and WeChat to see some of your own businesses. Because today's young consumers are getting more and more glued to the traditional media, we should probably look at the specific ones now. Besides some fashionable magazines in our clothing, some traditional media may have fewer and fewer paper advertisements.

Here is a brand I am talking about now, one of which is called branding. Lesies It is also an old brand. There are dozens of stores, and sales are also slack. There are about 7 hundred million of them. Because it is a women's clothing brand, 30 year old women's clothing brand, should be the second tier cities as the main body, Miao is sitting here, seeking truth from facts, Miao is also on our second and three lines.

We started doing e-commerce early the year before. Made double 11, I was the year before yesterday, should say that the year before last year's double 11 completes, I was stimulated, I because in Hangzhou, Hangzhou now they call the electronic commerce Jingdong, why? The main sales are over there. I know that there are so many people doing business there. I have served as the president of the association. The president of the advertising creative industry association has been stimulated by some of our Association's enterprises, and I have done it. After doing it, it's really very simple. Today I don't say so. E-commerce is just like your tradition. You build a factory, you do marketing, join it. It's not complicated. As long as you make up your mind to do it, it is a marketing that uses the Internet.

However, past experience is quite different. For myself, for example, to talk about these three points, this is my own brand experience. That is to say that the target brand is the target group. That is to say, where the customer group is, where our brand should be. Because e-commerce, you do not promote, you open a shop on Taobao, it must be a dead shop, you will not have sales, will not move, because where the traffic is, so where these traffic is, these are the customer groups, where these customer groups are, we should be where, this is the flow of grasping. As we have just mentioned, we may be more specific. We may have to listen to our teacher and Miss Tang's lesson.

Regular data analysis and marketing planning. Just now, Miss Tang also talked about it. E-commerce marketing Planning is very important, and you have a series of things about how these consumers are located. Including you from social media, you do it. How does social media integrate with e-commerce? This is very important and crucial. For example, we talked about micro-blog now, from your content planning, the establishment of account matrix, a series of things, all the teachers mentioned before, I think it is still necessary to precision marketing.

Well, in the middle, I'll talk about it in the end. I did another thing myself. It's also electronic commerce. Designer A concept for consumers. Why? In China, Hangzhou is the capital of women's clothing in China. Nowadays, there are many designers, especially colleges and universities. A lot of young people want to start their own business, so what can we do? Really can't be as real as we really are, like master Ma, saying that Peking University has time and space. It's useless for you to open a shop and open a shop, and our designers can't open the shop, because there are no funds on the line, there is no resources on the line, or there is no money left in. So in this matter, we Hangzhou Designers Association, including our enterprises, including our other governments, we intend to build such a designer platform. In such a designer platform, we solve the problem of designers to enterprises. If we use e-commerce in the shortest way, we can shorten the industry to the minimum, so that it can directly produce products into the hands of consumers. Now we are talking about baby through the needs of us, for example. Now Taobao is pushing the budget mode. Last year, we did it on the designer channel and the two channels we worked with Taobao.

This is a simple point for me. Why can we be a designer in e-commerce? Because designers have two personalities and two characteristics, that is, what the so-called social media wants to grasp, one is individuality, the other is artistic. Just now, just now, Miss Tang said, "what is the core of social media? What is the content?" How can you interact with the content of social media or your e-commerce or your enterprise platform? Once there is interaction, with inner feelings, just talking, feeling from the heart, it will be able to buy your product. Therefore, we have a relatively simple grasp of the two art and personality of designers.

Now we have built some domestic designers, such as Wu Haiyan and Cheng Wen, including ten designers all over the country. Basically, we have been doing this for more than a year on our platform. Now we also introduce some foreign designers, because now China's market is relatively good, we set up online version, the introduction of foreign designer designers, and domestic designers to dance together, let our young consumers feel higher. Here are some European designers who have placed the order. This is part of our domestic designers.

Our support for designers is simply that we can't help him to do something that he can't do. I will not mention it one by one. This is not the core point.

This is to say that we are also doing the whole network now, because the current situation is also grim. 19 billion, Taobao is doing it, I think it is more pressure on us, we feel that there should be greater morbidity, so we cooperate more and cooperate with the designer platform. This is our offline store. In one of the best squares in Hangzhou, there is a shop with around 1000 square meters. We want to do it, but the sales of the shop are really not very good. So we are exploring several models. I think how to integrate e-commerce online and offline, I can not answer this question, but we can all try. As an enterprise I share on the stage today, I feel that I can speak out my own ideas so that we can interact with each other. We can do some exploration together with the marketing of our Chinese clothing.

As I have just said, this is some of the performance of our social media. We and Hunan satellite TV, last September 23rd, we and Taobao mall, Juhuasuan, Hunan satellite TV hi Tao, we made a cooperation sale, in Hunan satellite TV promotion project, a female column promotion project, our project 3 days made about 20000000 sales. This has just talked about how to make star effect and how to match the content and the brand in the social media. This is a case of my own.

Including you see what we are doing, this is the Hunan satellite TV program, 3 days 20 million. Moreover, the 60 day sale of this down jacket is still very strong in Hunan satellite TV. I think this is the most important thing.

This is what we did with our costumes for the 33 day drama group. After the movie "lovelorn 33 days", the sales activities here grew very fast, but the imitation Taobao shop made more money. We probably only made hundreds of thousands of dollars.

This is a T-shirt worked with Vincent Fang.

At six o'clock, social media is communicating content, content matching, and interaction, so that we can not talk about offline, that is, our online e-commerce, under the environment of the Internet, marketing and promotion are also very large.

These are what I wanted to talk about, but I can see that all the teachers are already talking about it. I think they speak better than me.

Thank you!