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The Twisting Of Garment Marketing Ecosystem Can Not Be Reversed -- Internet Brand Guides The Future

2013/11/15 23:34:00 26

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Marketing Ecosystem Fission Internet Brand

this year, eleven years ago, four years ago, smoke and smoke four. Apart from the intimate street fighting between Ali, Jingdong and Suning, there were also several amazing air battles, which were concentrated in the first category of women's dress camp of Tmall.

first, YISHION ran to the New York Times Square to launch long-range missiles to China. After that, it was "night attack" in Shenzhen's Beijing based 100 building, while the main axis appeared on the three major Internet original women's clothing brands, including yam and Artka.

This big hand written on the eve of double eleven has made the Internet brand the focus of the industry.

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< > strong > the marketing ecological rule in the fission -- the consumer guiding rule

in the traditional commercial competition, many enterprises selling products rely on technology, concept packaging, media delivery, and strong channel execution, which can also push the brand and product "compulsive" to consumers, customers are God, and more will be remembered after service.

However, in the era of Internet, the diversification of information access channels and the openness of information enable consumers to have more information and more choices, and the mode of electric business also enables consumers to have stronger and more direct voice and voting rights.

by June 2013, the scale of China's online retail market reached 754 billion 200 million yuan, an increase of 47.3% over the same period last year.

User scale: as of June 2013, the number of users of online shopping in China reached 277 million, an increase of 29.4% over the same period last year.

According to e-Marketer, a world-renowned market research firm, China's B2C e-commerce market will surpass Japan in 2013 and become the second largest B2C e-commerce market in the world.

when such a large number of users have the right of "direct election", entrepreneurs will find that through the traditional terminal channel strategy and regular advertising input to guide the control of consumers, the mode is invalid.

In the field of e-commerce, the leading role of consumers is even stronger.

Recently, the so-called "blocking" battle between WeChat and WeChat is behind Ali and Tencent's scramble for the entry end of the electronic business in every consumer's hands.

therefore, only by truly understanding the needs of consumers, creating a better consumer experience from R & D, production, service and promotion, can we interact with consumers, and brands can win consumers.

In fact, the change of the rules of the game is only a return to the essence of retail marketing.

the strong mode of new marketing ecosystem: accurate positioning win market > /strong > /p >

to a certain extent, the traditional marketing era is centered on the production enterprise, at the expense of personalized exchange of low cost of industrial production.

But today's game rules makers are becoming more and more inclined to consumers, and consumers are increasingly individualized and fragmented.

For traditional offline brands, it is difficult to meet the demand of sales scale based on geographical and channel restrictions and at the same time reaching the audience with the same personalized demand, and the contradiction between location refinement and sales expansion will also be encountered.

but on the Internet, enterprises can easily bring together a surprising number of consumers of the same demand, and the power of virus spread of individual consumption word-of-mouth can not be underestimated. This allows enterprises to enjoy both the precise positioning and the scale operation.

Ma Yun pointed out that "small and beautiful" is the direction of e-commerce in the future.

Precise positioning, more focus on product and service quality improvement, attract more consumers, rather than simply fight low price, and finally because of small and beautiful, because the United States and big.

Less than P, the Internet original women's wear brand, Taobao and ARTKA aka, which grew up on Tmall Tmall platform, are able to achieve annual sales of 5-10 billion.

The combination of folklore and fashion is a combination of folklore and fashion. Yin man walks with plain cotton and linen, and Artka aka is a classic retro style.

It is not the a target= "_blank" href= "http://www.91se91.com/" and "clothes /a" that attract many loyal consumers, but this style and idea.

Fang Jianhua, founder and CEO of Inman, has repeatedly stressed that he did not blindly seek big in the interview with the media. Instead, he did his best to do a good job without being impetuous, insisting on the uniqueness of his product style and keeping the quality of the product.

Find a point to achieve the ultimate goal, so that the brand can grow from small to large.

Artka, the head of the ACA bridge, says that on the Internet, small is big -- brand positioning is accurate, small and beautiful, and serves a small group of people; as long as we are meticulous (market segmentation), deep (whole chain control), and strong (leading position), the overall scale is bound to be great.

It is precisely these enterprises' leaders who have deep insight and firm action on the characteristics of Internet marketing, creating a miracle that can hardly be born in the past marketing years.

the competition pattern of big data marketing promotes the Internet brand to take the lead. /p >

big data marketing is the main battlefield of future marketing. Big data marketing will soon become the new rules of the game.

This year, double eleven, Tmall has heavy measures in this field.

While this concept is not yet popular, a number of e-commerce brands that have grown up together with the Internet have accumulated rich experience in the practice of many years, so they will take the lead in the future competition.

the strategic key of big data marketing is not to grasp the huge data information, but to deal with these data professionally, so as to depict the consumption habits and behavior track of target consumers, and effectively apply them to marketing decision and execution, and this application is permeated to the whole chain of marketing: product R & D screening --- supply chain management -- inventory management -- network distribution channel -- marketing promotion -- after sales service.

first, through the use of big data, the Internet brand can create an efficient product research and development -- supply chain management - inventory management between the three seamless docking system.

Having mastered the consumption demand information of all terminal members, we know that those products sell well, those products should be eliminated, and production can be adjusted in time.

This is especially important for women's clothing industry, which is diversified in consumer demand, especially in product color updates.

Tang Dafeng, founder of the company, pointed out that according to the selection test of the consumer side and the comprehensive CRM data analysis, we can closely calculate how many people will buy the new a target= "_blank" href= "http://www.91se91.com/" > dress < /a > products, so as to arrange product development and new product output.

it is understood that last year, Yin man sold about 1850000 pieces of < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a >, year-end inventory inventory less than 150 thousand, inventory turnover rate 5.5 times, while the traditional clothing brand turnover rate is only 1-3 times / year.

And now many traditional clothing enterprises still depend on the experience and feeling of leaders and design directors to decide the color of the flagship. Then, through the "anti season" order, they will push the goods to the channel agents, and how many stocks are not concerned about the mode. They will always see the consumers in a fog, which will obviously be passive in the future competition.

secondly, the Internet brand can help consumers to provide more precise and effective value-added services with the help of big data.

according to the history of the history of Yin man supplied by Dangdang and the paction records of users buying Dangdang books, it can determine the relevant characteristics of users.

For example, if this member frequently buys parenting and pregnancy books, it is easy to infer that this is a quasi mother.

this is very effective for maintaining good customer loyalty and loyalty.

The proportion of old customers in the sales of Internet brands such as rip, silk, Yin man and ARTKA aka is generally 40-60%.

Yu Wei, director of Tmall apparel, revealed that Tmall's total turnover exceeded 200 billion in 2012 last year, and Tmall's clothing industry exceeded 70 billion of its sales volume in the past year.

The competition for this big cake is becoming increasingly fierce. Many traditional offline brands have stepped up the offensive in the past two years, but in the sales volume of TOP10 brand, Internet brand still firmly occupies half of the country.

, and with the further strengthening of the new marketing ecology rules, the development of Internet brand is still worth looking at.

According to people familiar with the matter, they all have investment and access, and the amount of money they get is not less than one hundred million, which is the positive answer given by the capital market.

The 3 companies were busy gathering interviews with all kinds of media before the double eleven, including the interview with CCTV-2 for half an hour, showing that they were also concerned by the media world.

it is true that the traditional offline brands are also increasing investment, actively exploring and adjusting, hoping to make a move in the field of e-commerce.

But in this competition, the first is the business thinking of competition, which is the thinking of Internet marketing.

traditional large enterprises should start from the leaders of enterprises and to the marketing chain. Each department and partners will complete the pformation of their thinking and connect with the Internet mode. It will take time and difficulty to imagine.

In the Internet era, speed is money, compared to their competitors, who are the leading brands in the Internet brand, who will have more strength in the future and who will get into trouble. The fact of the market will give us the answer.