Path Selection And Innovation Mode Of Clothing Brand Marketing

< p > electronic commerce as a rapidly developing a href= "http://www.91se91.com/news/index_c.asp" _xhe_href= "http://www.91se91.com/news/index_c.asp" > business mode < /a > is becoming the focus of attention of all walks of life.

There are too many brands to start with e-commerce. "Three squirrels" is a successful case.

"Three squirrels" is an Amoy brand. It was launched on Tmall in June 2012, and became the first Chinese Internet food nut sales 65 days later. In the same year, "double eleven" created a miracle of 7 million 660 thousand of daily sales, ranking the first place in China's e-commerce food category.

In January 2013, sales in single month exceeded 22 million, and sales in June 19, 2013 exceeded 3 million. It has been open for more than a year, and has sold over 100 million, and has received another $6 million from IDG company.

This development speed and trend is the realm that countless brands want to achieve.

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< p > when assessing the success of "three squirrels", we need to understand two important store operation indexes of "three squirrels": repeat purchase rate is about 30%, word of mouth conversion rate is over 20%.

There is no doubt that we have seen from the success of the "three squirrels" the four major brand marketing strategies, "taking advantage of the situation, Ming Dao, excellent skills and sharp weapons".

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< p > < strong > taking advantage of the situation, namely embrace the change and follow the trend, < /strong > < /p >

< p > if the excess liquidity is caused by excessive investment, asset bubbles, inflation and consumer price index will rise, which will lead to the fragility of China's entire financial system.

To change this situation, we need to expand domestic demand and increase domestic consumption, especially household consumption.

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< p > urbanization policy is more clear after the third plenary session.

The actual disposable income of urban residents increased by 1 yuan, and spent about 0.14 yuan in < a href= "http://www.91se91.com/news/index_c.asp" _xhe_href= "http://www.91se91.com/news/index_c.asp" > clothing < /a >; farmers only 4 cents.

There is a great demand for improvement of clothing for rural residents. The consumption of clothing for rural residents is only 16% of that of cities and towns.

According to the current price of exchange rate law, China's consumption in 2020 is 14 trillion and 500 billion US dollars; in the next 5 years, China will surpass the United States to become the world's largest consumer market; by 2030, China's consumption will reach 48 trillion and 500 billion dollars.

No matter what the numbers mean to the market, it is obvious that the paction volume of Alipay has reached 35 billion yuan in the "double 11" Shopping Festival just now.

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In the next 20 years, China will usher in the golden age of consumption. Consumption growth will continue to accelerate and consumption structure will be upgraded in an all-round way in the next 20 years.

China's consumer gold era is supported by four pillars: < /p >

< p > 1. The income of residents has increased rapidly, and the actual consumption capacity has increased significantly; < /p >

< p > two, the consumption structure is accelerated and upgraded to enter the era of total consumption (enjoying product consumption and enjoying service consumption); < /p >

< p > three, residents' marginal propensity to consume is on the rise; < /p >

< p > four, forming a new pattern of mutual promotion between private consumption and public consumption.

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< p > < strong > Ming Dao, respecting the rules, overtaking corners, < /strong > /p >

< p > how to understand brand assets? Nature gives us a good answer. When people see the fur patterns of animals, they can identify at first glance what animals are, and animals define their species attributes through the visual system of fur.

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< p > the same brand can also define itself through its own unique patterns and patterns and decorative techniques.

For example, the texture and sewing patterns of Chanel and Hermes leather bags are highly identifiable. Barbury's lattice pattern and Louis Weedon's pattern pattern are also the representatives of them.

Karl Lagefeld put forward the concept of "Chanel's overall image", and put forward a "Chanel recognition symbol" in the product catalog of 1993, with the logo of "Chanel heritage", such as diamond, padded metal chain, camellia, pearl fringes, Byzantine jewelry style, etc.

The symbolic expression of this brand asset is a very clear brand marketing approach, and also a brand marketing planner's vision and realm.

But is it a combination of rhombus, leather chains, camellia, pearl fringes and Byzantine jewelry, which can become Chanel? Obviously not.

When evaluating the value of Chanel's 100 most important artists in twentieth Century, the US weekly magazine said: if you take a close look at today's famous designers, whether French, Italy or American brands, you will find that although designers have different styles of design, they inherit Chanel spirit in a certain way.

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< p > "fashion is perishable and style is perpetually" - the style behind Coco Chanel's famous words is how to cast it. It can be seen that every aspect of the advanced channel will produce different business models and profit models.

Usually, advanced developmental ability is the most realistic and steady pace of development, but it is impossible today.

New growth enterprises must find a "speeding up loop for overtaking corners".

And characteristic services and innovation will inevitably become an essential element in this link.

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< p > < --EndFragment-- > strong > excellent operation, excellent performance, meticulous design < /strong > /p >

< p > the success of the "three squirrels" is a good example of the strategy of excellent operation. At the same time, it is also a typical example of "overtaking in corners".

Look at what parts of the three squirrel parcels can't eat: a cartoon parcel, a box opener, a box opener with a brand cartoon image, still worrying about scissors and cutting tape? The message from the express elder brother is that it is warming people's heart; the nut packaging bag reads: eating nuts to identify this big head; sealing clip -- a sealing clip for nuts, such as grease products, garbage bags, spit garbage bags, slow food and happy magazines, brand ideas, cartoon key chains, service cards, etc. -- small toys for captive users' hearts; wet wipes - wet wipes, and always wipe their mouths after eating.

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Why do three P squirrels do this? "Focus, extreme, word of mouth, fast".

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< p > "demand must be grasped" (pain points, itching points or excitement points).

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< p > good products speak: all industries are media; everyone is media people.

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< p > in addition to the ultimate products, the service must be the ultimate.

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< p > How do they provide services? Customer service takes turns in work 24 hours a day; using Thinkpad little red hat notebook to work (using this computer to switch windows is more convenient and faster, allowing consumers to wait less than a few seconds); wearing Cosplay clothes, disguised as anime characters, brings door-to-door door-to-door surprise to consumers, but also has great topics; presenting a large number of small gifts, such as the captain's "three bars", big towel gourd gloves and small face massage hammer; with "chief surprise officer", every day in the customer's message search, guess which customer may be a potential salesperson, expert or contact person.

After they find it, they will ask the address to send out the package and surprise the possible "opinion leader".

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< p > strong > sharp weapon, lean management and efficient operation < /strong > < /p >

< p > O2O now many brands are studying, online and offline integration is a trend, there is no way to avoid it.

Geographic location based service LBS will also become an increasingly popular service concept.

All this will be achieved through mobile Internet.

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< p > "easy to hand in hand, never let go" is the principle that can be adopted in the mobile internet marketing world.

Online shopping mall can put the products and information of the company in the pocket of the customer, deeply brand and service deeply in the customers' mind. It is also a strong means to improve the brand awareness of the enterprise by carrying out the publicity and carrying out the publicity.

Through online shopping function and data analysis, enterprises can easily carry out precision marketing, and send product information and promotional discount to members' customers. At the same time, they cooperate directly to achieve sales (online payment) and distribute them through logistics.

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< p > but how to make users no longer leave? Interaction and participation is still the key. In addition, we need to listen to the needs of users and even directly pform user needs into product creativity.

For example, in App, there are functions similar to micro-blog and forum. Each member can publish their life, health and beautiful pictures related to their products in form of words, pictures and videos, resulting in interaction and suggestions.

From this, we can produce a spontaneous discussion group on clothing products, forming self organizing fans customers, which can optimize product design and produce cross marketing.

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< p > in the observation, we summed up the nine palace brand incubator (brand positioning accelerated training camp) theory to help brands find their own positioning and mode.

What are the implications of these theories for < a href= "http://www.91se91.com/news/index_c.asp" _xhe_href= "http://www.91se91.com/news/index_c.asp" > clothing industry < /a >?

< p > 1. Stock clothing enterprises, unswervingly along the consumption upgrade, take the path of "brand upgrading"! < /p >

The era of < p > 2. O2O is irreversible. Offline stores will become places of experience. Real customer retention and paction will be pferred to the online sector. Embrace the change of initiative! < /p >

< p > 3. clothing brand construction and marketing practice are complementary and systematic planning. There is a way to follow and there is a law to follow. This requires a brand Constitution! < /p >

< p > 4. brand positioning should be self examined, examined, monitored and amended. All purposes are for consistency. Use the weapon of the nine palace brand incubator! < /p >

The construction of the P > 5. mobile Internet must rely on the drainage of the platform instead of self construction. It is not based on technology, but based on the marketing attributes of marketing and hatching. < /p >