The Arrival Of The Era Of Cross-Border Marketing

One day at the end of October, Xiao Li saw everyone in micro-blog.

On the news of the big sale, she opened the van net, ordered and paid, and she received the goods second days before noon.

If it doesn't fit, she can easily return the goods.

"I really don't have time to go shopping, and the shopping malls are very expensive.

Many things on the Internet are cheap. "

Xiao Li said.

Of course, she has many choices.

She can open the website of UNIQLO and ZARA, or pick up a desirable down jacket on Taobao.

Some vertical B2C websites also sell clothes, such as Jingdong mall, Dangdang, etc.

"Shopping at home" was once a publicity point for Taobao. Today, it no longer has to bother to cultivate consumers' shopping habits.

After 10 years of development, e-commerce has become an important part of people's work and life.

In 2011, China's online shopping data report released by AI consulting showed that last year China's clothing, shoes and caps and bags were the first category of online shopping, accounting for 26.5%, with a quota of 205 billion yuan.

It is estimated that the size of clothing online shopping market will reach 519 billion 500 million yuan by 2014.

In fact, online shopping really attracted people's attention. After the SARS, Taobao's establishment just adapted to the accelerating trend of people's pace of life, plus the price advantage of online shopping, e-commerce has ushered in the voyage.

At first, consumers first chose the style from the physical store and then went home to buy the order online.

Now, with the accumulation of online shopping experience, consumers have been able to choose products that they are satisfied with in many Taobao market sellers and Tmall merchants, and do not want to go to the physical stores.

When online shopping has become a climate, the attitude of the clothing industry to the electricity supplier has changed from "want" to "when".

Interestingly, at the very beginning, the "Internet" of traditional enterprises also revealed a bit of helplessness.

"If you don't do it, your competitors and your copycat versions will continue to carve up your market on the Internet."

Director of e-commerce operations of BELLE group

In the case of Lining, as early as 2007, Taobao began to sell Lining products on a large scale, with more than thirty thousand stores, but they were not genuine products.

If Lining does not develop new Internet marketing channels in time, his brand image will be damaged.

Therefore, Lining carefully launched the online shopping platform after the investigation, announced the selective sale of its brand products.

Before 2008, men's clothing brand seven wolves were also very concerned about the development of e-commerce, but at that time, the image of the seven wolves was cheap and counterfeit, which made the seven wolves very cautious, worried that the products of positive price could not be recognized by netizens.

Online and offline pricing is also a big problem for the seven wolves.

Zhou Shaoxiong, chairman of the seven wolves, once said that the company hesitated for two years in the pricing conflict. In the process, it has been exploring e-commerce continuously, which is why the seven wolves have only officially established the official website on Taobao online for 08 years.

At this time, more and more traditional clothing enterprises are seeking the most effective e-commerce means to realize their own business pformation. They have accelerated the "touch net" and joined the army of electronic commerce, such as YOUNGOR, Lining, Metersbonwe and so on.

E-commerce is gradually becoming an important sales mode besides traditional clothing retailing.

In 2010, seven wolves sold 25 million 830 thousand yuan online, an increase of 7.6 times compared with the previous year. By the first half of 2011, the sales of seven wolves had reached 32 million yuan, up 400% from the same period last year.

However, this score is worse than that of GXG.

Internet sales began only in August 2010. By 2011, the network sales volume was 150 million yuan, while the men's brand GXG sold only a year and a half.

More representative is that last year's "double 11" day, GXG Tmall flagship store sales as high as about 40000000.

As a plotter of "singles day" marketing, Zhang Yong, President of Tmall mall, seems to be selling a culture, a channel of social mood, in addition to the growth of explosive trading.

Not only once

From the point of view of the development of e-commerce, it is precisely because e-commerce has adapted to a large number of Post-80's and 90's consumption psychology. Online shopping has become a new form of shopping.

Wu Sheng, senior vice president of Jingdong mall group, said that with the change of consumers' shopping habits, the pformation of traditional channels is also going on.

In 2011, the Pacific department store was closed down in three stores in Beijing. At the beginning of this year, Yong Wang Department store was evacuated from Chaoyang Joy City. As the first "ten major department stores" in Beijing, the Tianqiao department store has undergone many pformation and is still weak.

"The traditional department store industry has a single shopping function, unclear positioning, no fixed consumption group, unable to effectively attract customers, and finally operating difficulties."

A department store personage said.

In contrast, the integrated shopping mall represented by Xidan Joy City integrates consumption, leisure, catering and entertainment. Each brand under the shopping center can carry out shop decoration and image display according to its needs, so as to create a more fashionable and personalized shopping environment, enhance consumers' shopping experience and meet the personalized needs of many consumers.

In March 24th, the China general merchandise business association released the "industry development report 2011". It pointed out that in the current consumption environment, especially in the two or three line cities, consumers are pursuing a one-stop shopping mode and experience.

Under such consumption psychology and demand, some department stores began to enter the shopping center.

"Clothing brand must be a cultural thing, that is, brand building.

Brand marketing is about display, service and expert service.

Now the market has arrived in the era of intense competition, and those who do not progress will be eliminated, including department stores and backward shopping centers.

Wu Suiping, chairman of Shenzhen Ma Tian slave Clothing Co., Ltd.

The study of customers and consumption habits is a compulsory course every month for Jin Yuan, MALL.

In August this year, the brand collection shop "big mouth monkey" opened on the third floor of Jin Yuan new Lufthansa MALL, Beijing. Its sales in the first month reached 710 thousand yuan, ranking second in the whole country.

Brand collection shop is also known as brand concept store, that is, a theme, in a fixed logo, unified management, consistent marketing of the hypermarket, bringing together several or even dozens of brands of seasonal fashion new products, so that consumers can be one-stop shopping.

In fact, with the growing maturity of the consumer market, the intensification of competition and the increasing diversification of consumption, the single brand store's "gathering power" has gradually weakened, while the operating cost has been increasing.

The combination of different brands can broaden the choice of consumers by distinguishing different brands.

Utilize the regional appeal of a number of well-known brands to achieve the sales of all brand products.

In the industry view, the formation and development of brand collection shops will become a new business model of large scale multi brand enterprises in the process of market expansion.

At present, I.T, Nike, ADI, Levi 's and agge are all trying to make brand integration stores, and the "big store" mode of domestic garment enterprises is also a collection store of another situation.

Zhou Yan, general manager of Dalian Si fan Garments Co., Ltd. thinks, "now the consumption pattern is different customers have formed their own buying habits in different channels. Therefore, the most ideal situation is that all consumers can find your brand in the channels he used."

At present, in terms of business format, besides the traditional department store industry, the shopping centers and collection shops developed in recent years are very hot. Oteri J, Tian LAN and other goods are also attracting more and more attention.

This requires brand enterprises to establish a multi-dimensional channel network.

Only in this way can we enlarge the brand to the greatest extent in a larger market.

In fact, with the pformation of people's lifestyle and consumption patterns, various new forms of creativity and charisma have sprouted constantly. At the same time, they create the competitive advantages of the terminal, and at the same time highlight the vitality of the brand.

But it is worth noting that in the face of new formats, enterprises should "teach students in accordance with their aptitude" according to their own development status, and do not blindly follow suit.