Fashion Marketing Mode Comes Wisdom

< p > 10 years ago, Focus Media let people see a miracle: only to pform the rental elevator into an advertising location, and then leased the advertising price at high price by the concept of "white collar". The profits gained from it were not only surprising, but also the profits brought by the innovation idea, so that many Chinese enterprises began to attach importance to the innovation of business mode and < a href= "http://www.91se91.com/news/index_s.asp" > marketing < /a >.

Nowadays, almost every enterprise that wants to make the brand bigger has a complete team to do marketing strategy. In their view, the innovation of the mode is very important.

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< p > from February to March, the reporter interviewed dozens of brand directors. These brands, from men's clothing to women's clothing to children's clothing and jewelry accessories, from advanced garments to wedding dresses and then to fast fashion, all showed the practice of integrating their own characteristics into business mode, paying attention to brand driven by business mode and longing for business mode innovation.

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< p > some people say that the present China's "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "industry is like a silent war, the surface is calm and calm, but the inside is fighting with each other.

In the short period of a few years, many brands have fallen down, and more brands are coming up. This has a large market of 1 billion 300 million people. It is still developing vigorously in the fierce competition, but the direction of development is no longer as conservative and traditional as it once was.

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What is the biggest problem restricting the development of enterprises in today's clothing industry? High inventory, high cost, traditional channel downturn or upstream and downstream convergence is not in place. If there is pressure on the stock market, can we move from "large-scale futures production" to "spot agile manufacturing"? If the traditional channels are sluggish, can we achieve the overall interaction between online and offline through O2O? If upstream and downstream links are not good, can we accurately link up the upstream resources with the terminal brands, or build a omnidirectional marketing force through the "full channel retail"? How many "if" brands can gather wisdom can think of several times the "if", and these wisdom is the driving force to promote the development of the brand. "P"?

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< p > < strong > hot O2O < /strong > /p >

< p > can not blame the rise of the electricity supplier platform and suppress traditional channels. In reality, the volume of physical shops is divided online. A large part of the reason is that the limited online store space is hard to satisfy consumers' demand for diversified styles, which is an important problem facing offline brands.

And the electricity supplier will also encounter some bottlenecks, such as the lack of user experience.

So today's O2O's enthusiasm is not accidental, but inevitable.

So, just like overnight, O2O has become the hot words of many enterprises, and how to operate this mode well, how to add the unique advantage of its own brand on the basis of innovation has also become the most heated topic of discussion in the spring of 2014.

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< p > "to achieve O2O, at least need to get through the 5 systems, such as commodity digitalization system, ERP Unicom system, sales channel system, logistics system, promotion system and so on, making it a whole package project, and it is possible to push O2O inside the company."

As a co-ordinator of the O2O project of the wolf family, Feng Li, assistant director of the wolf family's men's wear, said that the new O2O mode is a profound change for all enterprises. However, after such a drastic process, the wolf family men's wear will realize the brand multi-channel sales mode of traditional shops, PC terminals and mobile phone terminals.

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< p > "the plan will further expand online retail business and develop the ability of information management system to connect with major online retailers.

We will sell products to third party e-commerce companies, and the company will sell our products online through smart phone applications. "

Wang Weiwei, director of the news center, said, "we hope that through the accumulation of online sales experience in recent years, and with the expansion of the group's future product line, we will establish a group's own brand online sales platform with standardized management mode and logistics network construction."

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< p > besides clothing, the operation of O2O mode on gold jewelry can also be different.

Although it is a jewellery brand, the flagship silver is also trying O2O.

We are making full efforts to build an e-commerce platform, while pushing the micro shopping platform.

In our physical stores, there will be two-dimensional code settings, consumers can scan the two-dimensional code after they can login "treasure silver" WeChat public number for purchase.

WeChat platform will regularly launch new products, consumers see WeChat's favorite products on WeChat, there are two ways to buy.

The first is to go directly to the physical stores of Chinese gold, so that we can not only see physical objects, but also experience the quality service of "treasure silver".

Qi Tao, the head of China's gold brand "treasure silver", is very confident in the O2O mode. "At present, there are more than 2300 entities in China's gold stores, all of which have a special counter for silver, covering two or three lines of cities, making consumers experience the quality services that are integrated online and offline. The second is to buy directly on WeChat platform. WeChat backstage has customer service to answer all kinds of problems for consumers. At the same time, it also delivers goods quickly after consumers purchase products, ensuring the time limit.

This exhibition CHIC2014, we will synchronize the micro shopping platform and e-commerce platform.

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< p > < strong > explore channel integration < /strong > /p >

< p > although e-commerce is developing rapidly, we can not ignore that under the pressure of the network platform, traditional channels are also changing themselves. This change of shopping malls, which is known as "big shuffle" by many retailers, is adapting to social development with its own wisdom.

At the same time, the traditional retailers are rapidly reborn, single channel, multi-channel, all channels, or unique channel integration? Especially the rapid integration of online and offline economy. The traditional retailers are rapidly reborn, interacting with customers through various channels, including network stations, physical stores, service terminals, direct mail and catalogues, call centers, social media, mobile devices, game machines, televisions, network appliances, door-to-door services, etc.

These channels integrate and echo each other, and further deepen and blend the above representative new models to become the omni-directional marketing force.

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< p > focus on the luxury luxury dress dress brand "La Sha Rui" because of product positioning and style considerations, the terminal will be positioned in high-end wedding photo studio and women club.

"We attach great importance to channels, and we hope to set up our own special counters for the studios and clubs. At present, there are dozens of such places in the country to cooperate with us, and we will also seek more partners through some wedding photography exhibition and clothing exhibition."

Lu Weixing, the head of the brand, said that although it is necessary to make a dress in China, the Chinese market really needs high-end women's dresses. "The future La Sha Rui club will also provide advanced women's clothing for customization, which is a huge wasteland."

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P also takes the high-end line, hoping to make amber products a powerful brand of elegant Wen, and also upgrade the club to one of its terminal modes.

"Amber belongs to the high-end and appreciation of jewellery products. Apart from traditional channels such as shopping malls, we also prefer senior clubs. At present, it is actively participating in the larger fashion week and jewelry exhibitions in China, and is also working with high-end tea and mahogany clubs."

Fan Hui, director of Ya Wen jewelry, said that these clubs have a characteristic that their customers will experience other options when they are attracted by the main products.

"We hope to use this kind of channel to promote products, promote the high price and raise the loyalty of high-end customers."

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< p > compared with high-end brands, Guo Zhigang, who has been engaged in many years' a href= "http://www.91se91.com/news/index_f.asp" > children's wear > /a > brand operation, has his own understanding of channel integration. He shows his CHIC2014 concept with his "J2 children's storehouse" concept, and is also hoping to popularize and implement his own channel integration concept.

"I provide an open platform for children's clothing product integration. We provide three channel integration channel integration, terminal profit mode integration, community-based shop based consumer experience, and strive to achieve zero risk control in terminal operation."

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< p > < strong > innovation. < /strong > < /p >

Another mode of concern in P 2013 is the lifestyle experience shop.

Under the clothing brand line, the entity stores are becoming more and more strengthened. The experience becomes irreversible trend, which is also unable to experience a big advantage for online products.

Against this background, the more pure lifestyle experience shop model is taken for granted.

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< p > "our products include many ornaments, household products, and perfectly integrate with the clothing products in the floor store, providing consumers with a one-stop shopping experience. Consumers can see various kinds of products, such as kitchen utensils, toiletries and decorations, which match with all kinds of clothing. If consumers like a cup or picture frame, they will like to buy it."

He Zhikun, the responsible person of the fast fashion women's brand VIVIDION, said that the life experience Museum mode made many consumers feel comfortable and warm in the physical store, and at the same time, it was a successful marketing mode after a lot of terminal training and adjustment.

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< p > is also a fast fashion brand. The SPA vertical full hosting business model of Alston is more familiar to the industry.

"SPA mode" is a franchised store managed by the company, which provides comprehensive management and guidance for franchisees from shop location, decoration shop, recruitment training, new store opening, store operation, marketing planning, shop supervision, customer management to financial control, etc.

It not only guarantees the zero risk and zero inventory of franchisees, but also enables franchisees to grasp the daily operation of the stores in a timely manner, receiving daily financial daily reports from headquarters, and receiving detailed bills monthly.

Zhang Jingyou, assistant director of atten, said: "brand operation, commodity planning, production and retail are all controlled by the company. It not only successfully solved the various constraints of the traditional clothing industry, but also developed a strong business platform with a unique development mode, and quickly realized the overall lead of chain size and brand benefit."

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< p > if you want to elaborate on the innovative business mode of China's a href= "http://www.91se91.com/news/index_f.asp" > clothing brand < /a >, I believe it will be endless for three days and three nights.

But as Yao Jingyuan, a famous economist, said, "innovation is imperative, and the innovation of any enterprise is at the forefront, leading to the forefront of the industry and leading the trend."

After nearly two years of shock in China's garment industry, many brands are seeking pformation, and the innovation of business mode has become a magic weapon for enterprises to win in fierce competition.

In the future, there will be more and more effective business models in the garment industry, and how to integrate the new model into the brand itself and win it is a matter of good opinion.

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