Analysis Of Marketing Mode Of Garment Industry Operation

Operation mode scanning

Yes

Before looking ahead, it is necessary to talk about the current situation of the fashion industry's operation mode.

1. the domestic clothing market has so far been the mainstream mode of wholesale circulation with the agent system as the core.

The most popular way of saying this is to raise a son for a factory.

2., the agency system has actually existed in name only. The agency contract does not have any substantive constraints on the agent. The agent has never put any contract terms in his eyes.

3., it has become a memory to make orders for agents to pay the first batch of 30% at a time, and the order system has been declared dead. Now, many manufacturers have completed the first sale.

4. now the agency system has evolved into a buying and selling system. Many manufacturers have already paid the money in one hand, but not on credit.

Under such operation, the agent's maintenance of the regional market is greatly discounted, and some even do not maintain the market at all. It simply takes the goods back to the exhibition hall, has customers to take it, and does not have customers to take it back.

5. in the current situation, apart from getting the goods back, the brand growth in the region is almost blank, such as image enhancement, image building, publicity and promotion, and network layout.

6. many brands still have such a mode of operation, because there are no second ways to go, especially under the impact of the electricity supplier, many brands are actually lingering and unsustainable.

Looking forward to the 2014 mode of operation:

1. the game, internal friction and breakup among companies will be concentrated in 2014.

Because the brand has no channel control capability, with the breakup of manufacturers, large areas will continue to be closed.

The 2. manufacturers will bear the pressure of stocking stock for the market unilaterally. Therefore, the manufacturers' capital chain will be tight or even broken, especially for small and medium-sized brands.

It can be predicted that in 2014, many small and medium-sized brands will face bankruptcy because of the capital chain.

3. the agents are unwilling to raise their sons to the manufacturers, because the trend to develop their own brands is to accelerate their growth, and integrate the terminal of the regional market to form a chain. This further cuts the market share of the existing brand and aggravates the market competition.

4. many single store franchisees have strong control power, but under the impact of the electricity supplier, the profits will decline and the franchisee will accelerate their pformation.

5. abandoning the agency mode, the brand will be accelerated.

6.2014 years are still

From the wholesale circulation of agency system to the over one year of retail operation, various contradictions among manufacturers will burst out.

Many small and medium-sized brands without strength can suffer from the market shock crisis because of the withdrawal of agents.

Two, channel layout scanning

1. now for a brand, online and offline are already an integral part of the channel layout strategy.

2. many traditional brands have a misunderstanding about the electricity supplier, that is, the electricity supplier is a business mode of the brand. In fact, the electricity supplier is only a channel of brand, and is a channel selection problem under the brand development strategy.

3. the reason for the rise of electricity providers is the development of Internet technology. The reform originated from the development of consumer culture.

4., advocating a solid store as stable as a mountain, the electricity providers are not worried about the people, not ulterior motives or brain damage; similarly, advocating the electricity supplier is king, the entity must die.

5. street shops, no experience combination shops, products with no characteristics, no price advantages will be closed, but department stores, shopping centers and complex shops will still develop.

6. although in the long run, a brand must be integrated under the "online and offline" wings, but in 2014 many brands will still be entangled in how to choose between the two contradictions.

7. on the whole, in 2014, the electricity supplier was still very aggressive and the physical store was shrinking step by step.

8., the three or four line market is a bright spot. With the advancement of urbanization, the three or four line cities with vast rural areas as the hinterland will break out beyond imagination.

9. online, whether Tmall or Taobao is no longer suitable for small sellers, small brands survive, Taobao Tmall has become the stage of big brands.

The survival of small and medium-sized brands in Taobao Tmall will be even more difficult.

10. many brands will complete the online and offline price and product segmentation, especially with Tmall stores.

That is to say, the same price and goods will be synchronized between Tmall shop and a special counter on the line. From the double eleven this year, this trend is obvious.

11. as a whole, the online market in 2014 will usher in a shop trend.

Talent scarce is hard to find.

12., the entry threshold of the electricity supplier has been greatly improved, just like that when we were seeking to enter a first-line department store. It is also very difficult for many brands to enter Tmall.

13. there will be a big breakthrough in mobile e-commerce and socialized electricity providers.

14. the O2O, which is very popular now, is only a brand operation mode choice. It will be a useful supplement to the entity and the electricity supplier. It will even replace it. In 2014, the clothing brand will accelerate the operation of O2O, and the brand will also succeed.

Supplement:

Starting from the beginning of 15.2014 years, increasing convenience services in clothing stores will be a trend.

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Three, marketing operation scanning

Let's start with a brief introduction to the status quo.

1., the wholesale mode centered on agent system mainly revolves around the few agents such as agents, franchisees or general merchandise merchants, namely the niche market; in essence, the direct or electric business is directly facing the consumer, that is, the mass market; the niche market sells with a warm face, and the niche market is surrounded by several core customers of the agent's boss; and the mass market is dealing with consumers directly and dealing with consumers.

2. now the clothing market is in the pition period from mass market to mass market.

3. in the fact that the agency system has been abandoned in practice, many brands lack their marketing operation thinking and the malpractice of the team has been mercilessly revealed.

4. now manufacturers have actually become "full time babysitters in the market". Agents are only pure goods logistics pfer stations.

5. many brands are now in deep trouble because these brands still operate the mass market with the operation of a niche market.

6., because many brands have no core competitiveness or lack of intrinsic driving force, the so-called marketing of these brands is the three axes in the era of niche.

A, human sea tactics: cut the leek to look for customers in the whole country; kill a batch and find another batch.

B, two sessions (investment promotion, training meeting): find all kinds of masters to brainwash customers; the two sessions become the core competitiveness of the brand; therefore, the greater the brand, the stronger the core competitiveness of the brand; the liveliness of the two sessions will become a barometer of brand development.

But it can be said that any brand that relies on the operation of the two sessions precisely shows its lack of core competitiveness and the lack of its operation capability.

C, three collage (policy, distribution, and human relations): the policy not only focuses on the discount, but also on various incentives from manufacturers, such as ordering gold, silver, jewelry or cars.

2014 marketing operation scanning

1. think that registration of an account in micro-blog and WeChat is just like micro marketing.

In the second half of 2.2013, the tide of the so-called WeChat brand public platform construction began to cool down.

3., in the market operation, we still look for agents and franchisees like cutting leek.

4. in the promotion and promotion, many brands will still be keen to publish the history of local entrepreneurs in the small magazines of the industry.

5. in customer maintenance, we still adopt the way of master training to fight chicken blood; PS: in the face of several agents, they can be locked in a small black room for brainwashing, but in the face of consumers who do not know where they are, how do they brainwash?

Maybe 6.2014 years.

A watershed, persistently addicted to the illusory and prosperous brand made by itself, will still turn a deaf ear to what is happening outside the world, only in their own world, Laozi is king; and those brands with keen insight on the market may take off and embrace the Internet and mobile Internet actively.

7. WeChat and micro-blog will gradually calm down after the noisy bustle, but they may play a bigger role.

In particular, micro-blog, some people think that micro-blog is not good, it can be said that in 2014, micro-blog is still irreplaceable;

8. domestic consumption environment and consumer spending habits have changed.

Therefore, the operation of brand marketing must change, but many brand teams or operators do not have brand marketing standards in the new environment.

That is to say, many brands will have a headache for the lack of excellent marketers.

9. many brands and local tyrants have a special interest in the operation of small businesses. The new media marketing (Social Marketing) brought about by the Internet or mobile Internet may still be ignored.

10. if the traditional clothing brand marketing mode is still the 1 edition, then the mass market brand marketing is the 2 edition.

11., that is to say, the short Marketing Board of clothing brand will not change in 2014. In the new environment, the harm brought by this short board will be magnified. Only for the marketing sector, 2014 will also be a watershed for brand development: either sink down or go to new life.

Comprehensive supplement:

Fashion brand internet pformation and upgrading ideas: 1, "fast digestion" layout of mobile terminals, brand need to cross the border marketing and social networking; 2, product quality, story telling, heavy cognition, using the combination of soft and hard method to do ecology; 3, new channel change, online seek business breakthrough, offline experience and sales O2O fusion pformation.

Four. Classified scan

1. men's clothing

A, 2013 men's wear day is already bad, then 2014 this kind of bitter life has to continue.

B, special