Gloria: Implementing The Strategy Of Across The Line And The Whole Network Marketing To Lead Women'S Clothing.

< p > "do not jump to building clothes, because they are all stock."

Although this is a joke circulated in the clothing industry, it reflects the current industry's < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107105" > inventory pressure < /a >.

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< p > with the rapid development of Internet in China, e-commerce platforms such as Taobao and Jingdong are constantly rising. Traditional clothing brands have also stepped into the field of electric business, and have reduced many inventory pressures. The trend of traditional enterprises to enter the electricity supplier is irreversible.

With the rapid development of brand in the field of e-commerce, the online ecological environment is becoming more and more complex, and new requirements for brand building are put forward.

The traditional women's brand, Gloria, is emerging in the new channel of electricity supplier, with sales increasing at an annual rate of 100%.

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< p > from 2008, Taobao has officially entered the field of electric business. By 2011, online sales exceeded 70 million yuan, and by 2012, the total sales volume of electricity providers exceeded 170 million yuan. In 2013, the total sales volume of e-commerce is expected to exceed 350 million yuan. GOELIA < a href= "http://www.91se91.com/news/ list.aspx ClassID=101112107107" > Gloria < /a > geometric development far exceeds people's imagination. What is the root cause?

Less than p ago, the Tenth China brand value management forum and the 2013 China best brand construction case were selected in Shanghai on the theme of "From Big to Strong - from big brands to strong brands".

In this brilliant gathering of stars, Gloria has won the "2013 China ten brand construction case" award third, ranking first in the clothing brand category, with the new thinking and new mode of the whole network marketing, the "whole network marketing, the new life -- the traditional brand enterprise's Internet marketing innovation" case. It is the first women's clothing brand that won the honor in the Chinese brand women's wear industry.

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< p > < strong > the whole network marketing mode under the construction line is < /strong > < /p >.

In the past two years, Gloria has achieved remarkable success in implementing the whole network marketing strategy across the line and under P.

Although Gloria is developing fast, many women's clothing brands come from behind in the field of e-commerce.

At the same time, with the acceleration of the development of the electronic business field, the competition between the major electronic business platforms has intensified, and the online ecology of the brands is becoming increasingly complex.

How to avoid being bundled by the platform? How to allocate resources among different platforms and grasp the timing, intensity and rhythm of promotion? These problems are becoming increasingly serious.

Under the combined effect of these factors, Gloria's e-commerce business has been in a bottleneck stage. If we want to get new growth, we must achieve changes and breakthroughs.

To this end, Gloria shifted its marketing focus from the traditional planning point to the whole network, and actively expanded the depth and breadth of multi platform distribution, and integrated internet marketing to form a full network marketing mode across the line.

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< p > Gloria breaks through the traditional shopping path and enters a broader network development system, creating more value and growth space for Gloria, and making it the most valuable research topic in brand marketing in the industry.

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< p > < strong > the whole network is equipped with contact points < /strong > /p >

< p > "when other people are still fighting Taobao through train, we have found the target user group accurately in the whole network."

Liu Shichao, general manager of Gloria e-commerce and Gloria Internet Marketing Director, said.

Last year, "double 11", Gloria gained about 80% free fresh traffic, and also clearly grasped the target user's demand characteristics.

Many users even collect the website of Gloria Tmall flagship store in advance and wait for the big promotion.

In fact, Liu Shichao's method is very simple, that is to do a detailed user survey.

Every two or three months, he will bring his team to household surveys or group interviews to record Gloria users' media consumption habits, shopping behavior preferences and decision-making process.

The hundreds of access materials will be processed into a user wide network behavior report, which will be an important reference for them to improve the brand connotation and communication strategy of Gloria online.

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< p > in the marketing process, Gloria changed its traditional combat mode of Taobao, Jingdong and other traditional e-commerce platforms in the past, turning to resources such as joint portals, women's vertical websites, video websites, search engines and other new media platforms such as micro-blog, Renren, watercress and so on.

The home page has set up a vouche interaction link, and the number of participants has reached nearly 210 thousand people. It has received good publicity and publicity effects. It has launched a cupboard project with "a href=" http://www.91se91.com/news/list.aspx ClassID= 101112107108 "fashion bazaar /a" and Yintai net, using its star, magazine resources and Yintai high quality member SMS and online shopping promotion to build up the high-end fashion ladies dress brand image in the high-end consumer's mind and achieve a 63.6% increase in sales volume. In 2013, its "Opera Meets fashion show" conference became the only clothing brand in the industry to hold a press conference at the Guangzhou Grand Theater. Besides the popular movie star Xinyi Zhang's interpretation of the fashion show, it also integrates several media to make special reports. Since 2011, Gloria has held "love travel" event marketing every year, in Taobao network.

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< p > nowadays, the communication system has been extended from linear to interlaced network. The interaction between consumers and brands no longer follows the traditional mode. The development of digitalization and information makes it easier for consumers to grasp information and resources.

With keen eyes and innovative thinking, Liu Shichao accurately positioned the target customers and introduced a new brand marketing and construction system. He put forward the idea of "whole network marketing". Through precision, localization and stereoscopic media delivery, a series of network interactive integrated marketing such as search engine optimization, high frequency interaction of social networks, bazaar online shopping wardrobe project, new product conference, integrated communication and so on were put forward.

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< p > < strong > in the future, we will divide the online and offline businesses below < /strong > /p >

< p > Gloria's whole network marketing layout has achieved results, and brand building and product sales have won a win-win situation.

In 2013, Gloria's sales volume reached 53 million 360 thousand yuan on each electronic business platform, and the sales of the Department's platform (Tmall, Taobao, Juhuasuan) continued to maintain the seventh place in last year's women's clothing on the day of "double 11". At the same time, Jingdong, Yintai and Wangfujing platforms ranked the first in the traditional women's clothing brand.

In addition, the promotion of Gloria in Sina micro-blog and Taobao micro channel has also achieved remarkable results. Up to now, Gloria has more than 820 thousand fans in Sina Sina, and more than 800 thousand fans have been attracted by users.

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< p > Liu Shichao made two judgements at the end of last year: first, the future will be divided online and offline, without "electricity" only "business", and Taobao will shift its focus to the mainstream and mainstream brands. Two, since last year's "double 11", the competition of electric business is changing from the front end sales and creativity to brand strength and influence.

It is worth mentioning that, Gloria a href= "http://www.91se91.com" > electricity supplier < /a > rarely conduct excessive hype, low-priced shopping and other behaviors, but stick to the bottom line of brand value, and strive for meticulous management and multi platform expansion.

"The Epee has no front and is too skillful to work. This is the essence of the brand competition in the future."

Liu Shichao said that the explosive growth period of China's electricity supplier is about to end, and the growth rate of many businesses in the next year will be maintained at 20% to 30%.

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