Integration Of Precision Marketing Line And Online Promotion Will Accelerate The Rapid Development Of The Industry.

　　 Fabric Enterprise: precision marketing and rapid marketing

During the recent Keqiao Textile Expo, the fashion industry chain salon, supported by the China Fashion Designers Association and China textile daily, supported by the National Association of industrial and commercial textiles and clothing, held in conference room 4 of the International Convention and Exhibition Center of China Textile City. Organizers hope to use the 2014 China Keqiao international. textile The exhibition platform of the Fair (Autumn) will discuss how to make use of the existing resources to promote the brand building and industrial upgrading of Chinese textile and garment enterprises in the new situation through the wisdom of the heads of garment and fabric enterprises and the parties of industrial investors.

With the theme of "integration and stride", Sharon invited the head, chief designer, purchasing director, and industry chain expert and fashion trend expert of the famous clothing enterprises in China, asking them to analyze the development direction and cooperation mode from the perspective of industrial capital. At the same time, in order to allow more than 30 people to come and attend the meeting Clothing enterprise The delegates will make a good trip. The organizing committee will also carry out the procurement docking service for garment enterprises and fabric enterprises.

If clothes are to be creative and seek the right to speak in the world, they must start with the right to speak of fabric creativity. And how the R & D of fabric enterprises match with the needs of fashion designers, how to adapt to downstream needs from trend analysis, product development and product marketing, or even guide downstream development, is China. Fabric enterprise Clothing enterprises need to solve the "knot".

The industry is talking about transformation and upgrading every year, but this year the industry has different views on transformation and upgrading. More and more enterprises are turning from passive to active. Unlike the development pains of Chinese garment enterprises, many international brands that enter China, especially fashion brands, have a good performance in China. Their perfect operation management mode and quick response to supply chain links have made the competition threshold of garment enterprises continuously rising. Clothing enterprise Competition in the Chinese market has evolved into a global competition. In this regard, simplifying the management process, improving the response speed of all links in the supply chain and improving the efficiency of operation management are important aspects for the future Chinese enterprises to improve.

It is reported that Sharon is due to the "China Light Textile City Cup" 2014 China International Fashion Design Competition. The event is sponsored by the China Fashion Designers Association and China textile daily. The Keqiao people's government is responsible for the domestic high-level and professional clothing creative competitions supported by the National Federation of textile and apparel manufacturers. In 2009, when the first competition was unveiled, it became an important part of the China International Fashion Week and the China Keqiao International Textile Fair. Through the close cooperation with the textile enterprises in Shaoxing, the germ of creativity broke out in Keqiao.

In order to shape the competition into a platform that runs through the upstream and downstream of the industrial chain, every year, organizers will organize the leading clothing enterprises in the whole country during the spring and Autumn Fair in Keqiao. Designer The buyers went to Keqiao to hold the theme salon and the industrial chain docking, so that the representatives of the garment enterprises felt the commercial charm of the largest textile market in China, China Textile City. At the same time, they also set up a docking platform for the two seasons of one year and two seasons for the interaction and cooperation between the upstream and downstream industries of China's textile and apparel industry chain.

　 　 Sun Shuang, general manager of security consulting (Beijing) Co., Ltd.

Precision marketing line combines strong catalyst Online

Through O2O Precision marketing Mode, enterprises can understand their approximate income, acceptable price band and clothing preferences through the analysis of their consumers' data and information and system's consumption behavior, and then push accurate coupons to them.

Due to not fully aware of the importance of online and offline integration, many online products and offline products of many fashion enterprises are split up. In this case, when consumers choose goods online, they may encounter shortages of stores when they shop online. According to the survey, 25% of customers will turn to other brands if they encounter the shortage of stores.

Therefore, improving the traditional online and offline sales relationship has become a problem that many enterprises are eager to solve, and the O2O precision marketing mode undoubtedly provides them with a good choice. Through this mode, enterprises can analyze their consumption behavior by understanding the consumers' data information, understand their approximate income, acceptable price band and clothing preferences, and then push accurate coupons to them. Consumers can use these coupons in the store and choose products that match their size. According to relevant research, in this case, if the products pushed by enterprises are suitable for consumers, they have 49% possibility to purchase.

According to statistics, compared with general marketing, customers who use precision marketing can increase their customers' traffic by at least 6%, and the investment and purchase rate of customers can increase by about 33%. An advisory has been made to a Menswear brand in the United States. Precision marketing Application. When a customer enters the store, the clerk will first identify the customer through advanced mobile technology. The system will automatically query the customer's previous purchase records, and then provide personalized shopping recommendations to customers. A salesperson can quickly select the products that customers want most from the many products in the shop and recommend them to him successfully. This relies on a very large data analysis system, which includes the following technologies: mobile technology, customer activity database and social media interface.

To achieve precise marketing, enterprises must have seven elements: first, establish a real-time information system to analyze customer data; two, clear what kind of clothing the customer wants and price; three, cross channel information sharing; four, ensure the precision marketing through the corresponding order management system, store sales system, customer relationship management system and other technologies; five, to achieve fast delivery, to deliver goods to customers within 24 hours; six, to bring customers a unified sense of cross channels, so that they can get a consistent sensory experience, whether online or offline; seven, the use of mobile technology to obtain accurate customer information.