Home >

Pan Fashion Is Replacing Women'S Clothing Brands.

2013/3/22 11:29:00 32

??? 日本語 Fran?ais English 中文

today, "a href=" http://www.91se91.com/news/index_f.asp "brand" /a "has become more and more blurred. Consumers, rather than believing, have disregarded those carefully woven brand stories and entrepreneurial myths.

For most consumers, style and cost performance are the kingly way.

Although the cost of electricity providers is showing an increasing trend, it is much lower than that of physical stores, especially for those small and micro brands that are unable to open physical stores.

For a time, many unknown brands of women's clothing sprang up like mushrooms.

With the emergence of these small and micro brands, people are more likely to choose their dress styles purely according to their own interests rather than others' models. The range of choices is bigger and bigger, and the definition of fashion is becoming wider and wider. The consumption of women's clothing has entered the era of "universal fashion".

of course, the strength of mainstream brands is still very strong.

Luxury brands are mainly monopolized by international brands, including LV, DIOR, etc. the mature women's clothing market is dominated by domestic brands including Liang Zi, Mass Phil, white-collar workers, and European forces. The brand share of girl's clothing market has relative advantages, including ONLY, VEROMODA and ETAM.

there is a saying about women's clothing that "north and South women's clothing is different from the river". Now, this sentence is about to become a history.

But the original division of women's clothing genre, the so-called "X pie dress" has almost lost its practical significance.

with the deputy director general Ni Guo Chang of Jiangnan Buyi as saying, "I have always denied that" Jiangnan Buyi "is the saying of Hangzhou school. In fact, I have always been skeptical of the name" Hangzhou school ".

with the advent of the Internet age, the regional color of women's wear is gradually weakening.

Women's clothing consumption groups are divided by interest, occupation and age to a greater extent.

under the traditional sales mode, a girl who lives in Beijing wants to buy "a href=" http://www.91se91.com/ "target=" _blank "> target=" _blank "in Jiangnan Water Village style. She can buy from the place of origin or to a large shopping mall of a certain scale.

For some small regional brands, they may not have the ability to develop the national market, and can not enter the big shopping malls, but only a few brands in the mall may not satisfy her taste.

Simple now, no matter what style of clothing you want, you can achieve it through online shopping.

"British", "College wind", "Japanese", "sweet", "little fresh", "Sen female", "retro", "Lady", "Meng system", "cute", "OL", "elegance"...

above is a classification of women's clothing on a page of Taobao.

It can be said that on Taobao, "no one can't find it, only unexpected."

no matter whether or not to plan "on-line", nowadays, the electricity supplier is a topic that can not be opened.

electricity supplier is not a popular brand patent. Some high-end brands, such as Ou Shi Li, have extended their tentacles to the Internet.

"P", "Hector" does not rigidly adhere to the old channels in the construction of channels and terminals. In the official website, Taobao, vip.com and other e-commerce websites, the Internet marketing matrix is established. In Taobao, only one euro hour bat sleeve T-shirt sales volume has 668 pieces.

unlike pure Taobao brand, traditional brands need to think a lot if they want to develop online without affecting the interests of offline stores and franchisees.

In this regard, Gloria has done relatively well.

Gloria has been established for 17 years. It insists on the unique brand idea of "to travel is to live". Travel culture leads the fashion and fresh trend of the industry to become a unique brand of Xiao Shu.

At present, there are more than 400 physical stores, of which 30% are self-employed and 70% are joined.

In Saudi Arabia, Kazakhstan and other foreign countries, there are more than 20 stores.

Gloria began to explore the electricity supplier in 2008. But in the second half of 2010, it really began to exert power on e-commerce and set up a special e-commerce department.

"electricity supplier is a milestone affecting our development."

Yan Jieting, director of Gloria's e-commerce department, believes that the new generation of "85 after" is mostly otaku, and their consumer behavior is Internet, and they are the future consumers of Gloria.

traditional brands often have a lot of baggage to do e-commerce. They often worry that online brands will have a negative impact on the offline brands. This has also been a problem for Gloria.

after two years of silent exploration, Gloria has a clear understanding of e-commerce.

"We define e-commerce as a new channel mode, which is no different from joining, retailing and self running."

After many studies, Yan Jieting believed that "the key to doing e-commerce lies in our determination and how we want to do it."

The most important thing is to get rid of their burden.

2011, Yan Jieting almost flew around the world every week to communicate with people in the industry. From earlier on, he found some traditional brands, such as the traditional brands, the Amoy brands, the communication with Taobao people, and integrated the external internal resources.

"our vision is to merge offline.

The rental of the entity store is becoming more and more expensive, but you can have 1000 items on the computer, more styles, far more than the capacity of a physical store.

Yan Jieting said, "we hope that the existing affiliate customers including their online stores, including retail outlets, will be able to share one stock in the future, which is what we want to do in the future."

"e-commerce will only have a bigger way out if it is independent of itself."

Yan Jieting said.

Although Gloria's e-commerce Department has not been upgraded to the business unit, it has been basically independent and is directly managed by the big boss.

{page_break}

the Electronic Commerce Department of Gloria is located on the side of the main building. The bright window glass is clean and fashionable. There are various styles of shop selling all kinds of clothes hangers on various sides. On the wall of the office, there is a huge projection showing the real-time online user evaluation and the praise rate of the two shops of Taobao flagship store and C store.

"we display these shelves to make employees feel like they are in the store. Here are the latest new products and discount products in previous years. Employees can really understand the appearance and texture of < a href=" http://www.91se91.com/ "target=" _blank ">" clothes /a ".

Yan Jieting said.

Yan Jieting also set up a person who is responsible for Amoy rivers and lakes. At the same time, Gloria's electricity supplier shooting team has been gradually formed.

as a tourist brand, Gloria will travel to different places every season. The fashion design will fully absorb and integrate the local style of clothing. At the same time, a series of new product photos and promotional photos will be taken in the tourist area of the season.

Gloria has the advantage of resources available, but still needs its own special electricity supplier to shoot the team.

Traditional brand photos are often a series of publicity photos, but online stores need real details.

For this reason, Yan Jieting took part of the promotional photos taken directly below the line and used the special electricity supplier to shoot the team to take detailed pictures and real life to try out the pictures.

Besides P, Yan Jieting is actively organizing Gloria's data analysis team to solve consumer data problems such as consumer behavior analysis and advertising tracking.

"We will have more than a dozen people specializing in data analysis, tracking and analyzing user consumption data, such as activating users once a few months, requiring a coupon to activate users in a couple of months."

Yan Jieting said.

to avoid affecting the offline outlets, Yan Jieting divides the products sold by Gloria network into three kinds: the first one is the former product, which is sold in the discount shop of the C shop; the second is the new style of the entity store synchronization, which is mainly sold in Taobao flagship store, generally does not discount, the discount of the shop starts to discount; the third is the style that is born for the network, and designs the special style for the user characteristics of the online shopping market.

with the emergence of the electricity supplier, it is a new marketing tool emerging in an endless stream.

The brand building of "P" is not only based on the traditional mode, but also by the wide use of films and other cultural carriers.

An important function of its brand communication and image creative business unit is to continue to develop film and television cooperation platform, develop fashion star customers, and actively carry out fashion activities with brand characteristics.

Over the years, Europe has successfully implanted such films as "I know women's heart", "swing de engagement" and "women are not bad". Gong Li, Chen Yao, Xun Zhou, Dongyu Zhou and others are wearing new styles, bringing a strong fashion culture atmosphere.

electronic commerce, especially the subsequent micro-blog marketing, has brought great changes to the marketing concept, marketing mode and marketing input of enterprises.

Microfilm, WeChat and micro-blog have become important media and promotional tools for brand communication and marketing.

for example, in June 24, 2012, Shenzhen women's clothing brand JESSIE- Jesse first invested in the production of urban white-collar female micro films in Qinghai satellite TV, Xiamen satellite TV and major video websites.

In addition, the famous Amoy women's clothing, Yin man, is the first person to lead the team in the Amoy brand. The four year is a disease.

Hangzhou Jiaxi < a href= "http://www.91se91.com/" target= "_blank" > dress < /a > the new classical Chinese style of the song, the promotion of the brand has chosen a very forward line -- mobile APP marketing, that is, mobile application client end marketing, which is a new emerging media marketing tool.

women's clothing is a vibrant industry, and innovations in women's clothing will never stop.