The Silk And Beautiful China Project Has Taken An Important Step In Channel Marketing.

The silk and beautiful China project, guided by the National Cocoon Silk coordination office, has taken an important step in the channel marketing link - "silk fashion consumption month".

The "silk fashion consumption month" will continue to promote the activities of nearly 100 silk stores and shopping malls in key cities throughout the country in accordance with the "four unification" principles of unified time, unified image, unified propaganda and unified activities. The purpose is to "Hong Yangsi silk culture and promote silk consumption."

The reporter visited the Rui Xiang silk store in front gate of the east gate of the grand barrier street, which is the oldest and most silk culture shop in Beijing. Its products include silk quilts and ramie quilts on the basis of the original silk fabrics.

In the hall there is an introduction of the brocade of the song brocade, but in May 1st it will also be replaced by a poster designed by the China Textile Business Association.

The so-called expansion of silk propaganda and the promotion of silk culture include not only the use of "silk and beautiful China" official website, the "Silk China" WeChat platform, the official website of the Ministry of Commerce, the mass media and outdoor advertising of major cities, mass media and outdoor advertisements, but also the combination of mass propaganda and precision promotion, the combination of print media and Internet media, advertising investment and soft propaganda, media publicity and outdoor advertising.

How to convey this kind of heavy silk culture to consumers is a problem that silk practitioners must consider. The Association recommends that retail shop leaders who take part in the "silk fashion consumption month" will train their staff on silk culture and knowledge, so that every customer can have an in-depth understanding of the characteristics and use of silk products while consuming silk, and feel the broad and profound Chinese silk culture.

"Silk products are Chinese people's own things, but many people have no desire for it, because they do not understand silk and have no knowledge of its fine characteristics. They only see that silk products are slightly higher in price compared with other cotton and linen textiles, and they do not realize their value for money. In order to promote silk consumption, we should start with promoting silk culture, so that silk culture can be rooted in the hearts of every nation, so that people can set up a" I am Chinese, I wear silk, I am proud ".

Yu Yuenan, President of China Textile Commerce Association silk Specialized Committee, said excitedly.

Knowing nothing about silk or knowing a little about silk, and thorough understanding of silk to silk and its loyalty to it will take time to polish. From 2014's "Silk China Fashion Week" to this year's "silk fashion consumption month", the China textile business association is gradually expanding its pace.

Influence, the future may have greater "handwriting".

As the organizer of "silk beautiful China" project,

They have been distributed to their member enterprises and local associations on the notice of "Collecting fashion and consuming monthly participation in stores".

On the basis of last year's 221 demonstration shops involved in "Silk Fashion Week", according to the scale of stores and the distribution of cities, some experts from some provinces and cities' industry associations, such as the Secretary General of the trade associations, professors of the silk academies, industry media and quality inspection agencies, made up this group of experts, and selected nearly 100 retail stores in the country to take part in this activity.

Yu Yuenan said: "the number of shops participating in the" silk fashion consumption month "activity is around 100, and the shops are mainly concentrated in Jiangsu and Zhejiang provinces, which are relatively concentrated in Beijing, Hangzhou and Suzhou.

On the second day after reporters interviewed Yu Yue Nan, he went to Hangzhou and Suzhou on business to prepare for the "silk fashion consumption month".

In the "silk fashion consumption month"

Various forms of activity can be adopted.

Entering Rui Xiang He may be on sale. He will come to Qian Xiang Yi. He may be exchanging points.

There are many festivals in May. Labor day, mother's day and youth's day at the beginning of the month also include International Biodiversity Day and World No Tobacco Day. These festivals provide many opportunities for promoting silk consumption. Some stores will organize their sources ahead of time, buy famous brands at home and abroad, enrich their products and upgrade their grades, and use these festivals to promote shopping activities such as raffle shopping, discounts, buy gifts and so on.

May is also the season for new product launches. When the peak season comes, stores will launch new products in 2015 to invite new and old customers to invite them to come to experience and purchase.

In addition, silk as a high-grade fiber product has a fixed customer base.

On the basis of establishing customer files, stores will use the "silk fashion consumption month" to give thanks to old customers.

Because the old customers are not only loyal consumers, but also an obligation propagandists. If the old customers are well maintained, they will further expand the publicity of silk culture.

More shops will make clever use of consultative marketing, and every salesperson is incarnated as an intimate knowledge disseminator, using the opportunity of "silk fashion consumption month" activities to introduce the knowledge of silk washing and maintenance to consumers in a graphic form, and then cultivate silk consumer groups.

China is a large country of silk production, but not a big consumer country.

According to statistics, the world's per capita consumption of silk is 55 grams, of which Japan has reached 217 grams, Switzerland has 70 grams, and China has only 9 grams.

There are many reasons for this situation, but it is enough to explain the serious shortage of silk consumption but great potential. Therefore, the National Cocoon and silk coordination office has timely launched the "silk beautiful China" project to promote domestic marketing and promote domestic demand.

Under the current "new normal" of the national economy, China's consumption capacity continues to increase, the scale of consumption continues to expand, and the consumption structure is rapidly upgraded. The promotion and promotion of silk consumption is particularly important.

The organizer, the China Textile Business Association, has been meticulously prepared to organize the silk industry to promote and promote the promotion of silk consumption.