On Internet Marketing Strategy Of Textile And Garment Enterprises

Here world clothing shoes The little weave of the hat net is introduced to you. Spin Apparel enterprises Internet marketing strategy.

Since 2009, the scale of China's apparel online shopping market has been increasing year by year. In 2010, the growth rate was rapid, with a growth rate of 100.8%. The scale of transactions in 2012 reached 305 billion yuan, an increase of 49.9% over the same period last year. Such a high market share has made traditional textile and garment enterprises start to enter the field of e-commerce and compete for market share. Many textile and garment enterprises have got rid of the unfavorable situation with the help of e-commerce. However, some enterprises are still very confused about how to develop trade through e-commerce and raise the rate of receiving orders. How to deal with the relationship between e-commerce and traditional operation has become a course that enterprises have to learn.

Today, as the Internet continues to influence and change business models, enterprises must correctly understand the relationship between physical shops and e-commerce. Reality tells us that e-commerce is the complement and extension of physical shops, which can neither replace it nor grab business with it. In fact, e-commerce is a systematic project for traditional clothing enterprises. It needs new ideas, investment, careful maintenance and long-term adherence. In this issue, we will discuss how to improve the sales of online stores and how to integrate online and offline businesses.

　　 Mode 1: use the Internet to open up new sales channels.

Representative mode: B2B, B2C

Applicable Enterprises: any enterprise, especially small and medium-sized enterprises.

Question statement: how to find customers in many electronic business competitors is a headache for customers.

　　 Professional strategy: clear positioning, identify target customers.

Who should be clear about their target customers? What platforms are they commonly distributed? What are their habits and preferences? For example, the target customers are urban women (or the buyers of urban women's clothing). Enterprises have to consider whether the products on the shelves meet the needs of such groups. What services do they need most? What kind of services do they need most? Do they provide such services? How can you tell the buyers in the most obvious position of the store? What kind of color matching and word expression techniques are able to catch buyers' eyeballs in the shortest time? He Ting, assistant manager of senior industry operations manager of the Department of industry operations of Alibaba, said that these questions do not have standard answers, and the essence of the Internet lies in data. An enterprise can only find an optimal solution if it keeps trying, paying attention to the changes of data in time, and constantly optimizing.

Enterprises should recognize that the 1688 platform is the B2B platform, while Taobao and Tmall are B2C platforms. Buyers of the B2C platform are consumers. The impulse consumption index of such people is higher, and buyers can quickly place orders through visual impact and eyeball effect. Buyers of the B2B platform are mostly wholesalers, and the goods purchased need to be sold for two times. They are more concerned about factors such as commodity profit margin, supplier supply stability, integrity and service capability. At present, the on-site certification service provided by the 1688 platform can help businesses better reflect the strength of the factory; buyers' protection services can help sellers obtain the trust of buyers through the payment of deposit by sellers, and 15 days free replacement service, 48 hours and 72 hours quick service can help buyers quickly select sellers who have good service capabilities to meet their higher demand.

He Ting said: "first, we must understand the search rules of the platform, and always pay attention to the notification channel of sorting rules. Secondly, we need to do more work on page setup: let the store have enough products; when we fill in the relevant products, we should set up as many keywords as possible; when adding products, we should try to fill in the key words related to the product name; the dynamic Department of the store is connected to the blog; therefore, we should optimize the blog; use more forums, take part in activities, and leave the connections back to the shops; recommend the application of the window, update the window pictures every day will be good for the optimization of the shops; the arrangement of the pages suggests that the companies do some pictures with their own product characteristics in the prominent position of the home page, obviously making it easier for the visitors to be impressed.

In addition to the search channel, businesses should also pay attention to some large-scale marketing activities organized by the official platform, and try to take part in some marketing activities as much as possible, because this is the place where buyers gather popularity, so that buyers can find your effective methods quickly.

Professional strategy: increase network promotion through multiple channels

　　 Marketing It is the most commonly used means of the Internet, and can help enterprises gather a large number of target groups quickly. After making clear the target group that they want to attract, enterprises should start developing and selecting marketing methods that are suitable for their target customers. Package logistics, sending coupons, full reduction, limited time discounts, sending gifts, free samples and so on. In order to attract new buyers of the two or three line stores, for example, the past purchasing experience of these groups is first look at goods and then purchase, and quality is more important than price. In this case, you need to produce some products with medium and high end profit margins, providing free sample marketing services, buyers buying samples at the sample price, and returning the first sample fee to buyers when they return the order two times, which attracts the buyers who really want to buy, and also dispel buyers' concerns. At present, the 1688 platform has developed a "sample" service tool and platform to help businesses promote samples.

For most small and medium-sized enterprises, if they want to promote sales, enterprises should do propaganda work in advance. Enterprises can publicize corporate brand in the community and post posts in the forum to enhance their popularity. The Alibaba web page provides information about the latest news, trade and exhibition, which is helpful to the development of small and medium-sized enterprises. The information web page also provides search engines to make it easier for visitors to find the information they need.

From the market perspective, we can release the timely information to let consumers see it for the first time. At the same time, the update of information must be very timely. It is updated once every two hours, updated to hourly, and information update will make it easier for consumers to find the information they need.

　 Professional strategy: setting up webpage to increase click through rate

The biggest effect of business platform is traffic, which is equivalent to the flow of professional market under the line. If we want to find buyers in mass information quickly, we must first know the distribution of passenger traffic on the platform, and which places are the highest traffic volume. How can we first find buyers in the highest traffic volume? The most common mode of Internet is search, which often brings more than 80% of traffic. How can we get ahead of search rankings?

Professional strategy: service to enhance competitiveness of e-commerce providers

There is no shortage of homogeneous products in the e-commerce platform. How to find its core competitiveness is the key. On the one hand, the core competitiveness of the electricity supplier can be the positioning of commodity in the field of subdivision, on the other hand, it can also be the soft power of the enterprise, such as the stability and rapidity of supply, the policy of return and exchange, and the online consulting service.

Not long ago, the Chau Chuk silk on the hubby line was surrounded by an electronic business platform. They signed a supply contract, a 30 day trial agreement, a 4 year refurbishment agreement, a quality assurance agreement (qualifying product: 5 years warranty); first grade product: 10 years warranty; superior product: 20 years warranty), so as to ensure buyers get quality products. In order to ensure that every product sold is genuine certified product, Chau Chuk silk is sold by the electronic commerce platform for the quality of every silk sold. Once the buyer finds that the purchased silk is false, the insurance company will make a claim for it.

　 Mode two: online and offline interaction to create brand new image

Representative mode: O2O

Applicable Enterprises: large and medium-sized, there are physical stores.

Problem statement: the diversification of consumption mode makes the offline brand universally affected by online brand. The physical store customer flow is divided online, the limited online store space is difficult to meet consumers' demand for style diversification, and the former electricity supplier is also faced with the problem of lacking user experience.

Professional strategy: the experience of successful enterprises tells us that we should break through the double bottleneck of physical stores and traditional electricity providers, and make them complement each other. O2O will be a good recipe. Unlike traditional B2C and B2B models, O2O combines the physical store with the Internet to make the Internet the front desk for offline transactions. As a result, offline services can be used to attract customers and expand visibility.

Many of the textile and clothing brands under the wired shop say that they want to compete with the brand of the online business. In fact, the O2O mode pursues "online payment + physical store consumption", that is, when consumers complete the payment online, they will go to the physical store consumption according to the consumption certificate. At present, O2O group is the most familiar group buying network.

Consumers find information on new products or discount promotions on the O2O platform, order or book online, and pick up goods near the store when they have time. Of course, consumers in the electronic business platform do not go to the store to pick up the goods waiting for the mail can also be. Or participate in booking promotions on the Internet, make up the balance when picking goods in the physical store. Especially for the clothing brand that now adopts the "membership system" marketing, this kind of mode can enhance the loyalty of members.

　 Key points of operation: four tips for success

Enterprises know the benefits of this model, but how to operate successfully is a major difficulty. Wu Guoan, manager of Hangzhou Ren Da Business Management Consulting Co., Ltd. thinks: first, enterprises should set up an independent garment business strategy team, and formulate the strategic steps of e-commerce. Choose a suitable network platform. At present, many companies use the platform plus autonomous electricity supplier. Through the operation and promotion of platform (WeChat), be familiar with and master the whole O2O mode, and accumulate customer data and data.

The second is promotion. Wu Guoan said that cross type promotion is one of the most effective methods at present. That is to say, the store promotes the O2O mode by means of traditional printed matter and membership card, so that customers can know the latest information of the brand at home, and timely rewards and rewards.

Third, development mobile Customer End or pay attention to mobile internet terminal channels. According to statistics, the number of mobile Internet surfing in China is increasing. In 2013, it accounted for 66% of the total number of Internet users. People use mobile phones are no longer simply browsing web pages, making phone calls and sending text messages, and become important entries for shopping. At present, Taobao, Dangdang, van guest, Mcglaughlin and other websites have laid the mobile client strategy, not only on line WAP version, but also launched mobile client application, directly occupying the user mobile interface.