CHIC2016 Spring Exhibition: Pioneer Of Marketing Mode Innovation

If a product with personalized characteristics and a store that carries ideas and services is a tentacle for clothing brand to consumers, then the innovative marketing mode is the foundation of brand value.

Especially when the emergence of more and more new marketing models, it will also take the lead in the popular fashion brand, and continue to upgrade the new mode of thinking.

The most popular fashion marketing mode in recent years is O2O.

In this stage without borders, the collision and blending of online and offline thinking and resources have produced a variety of O2O games suitable for all categories and all levels of clothing brands.

Whether clothing brand or professional market, you can find your own "tree of wisdom" in this unknown forest.

As a "frequent visitor" of CHIC exhibition, Haining China Leather City hopes to continue to popularize the "Haining leather" regional brand name with the help of CHIC platform, so as to enhance the marketing activity of enterprises.

And under the environment of the entire industry chain Internet, actively developing online and offline integration is undoubtedly the only option to unlock the shackles of thinking and activate the marketing innovation of enterprises.

Wang Honghui, deputy general manager of Limited by Share Ltd, China Leather City, Haining, said that through the way of "online drainage, offline experience, mobile payment and unified after-sale", Haining China Leather City increased the passenger flow in the physical market, promoted the shopping experience of consumers, realized the marketing strategy of multi-channel and multi-media, and established a unified membership system of leather city while reducing the promotion cost.

"Haining Leather City App" was officially released in December 2014, marking the Haining leather city of China O2O strategy into the application stage.

2015 is the year of the comprehensive promotion and application development of Haining Leather City O2O strategy. "

Wang Honghui told reporters that at present, 50% of the leather city's businesses open shops and display publicity on the O2O platform, only in China.

In the month of the shopping festival, 2 million 820 thousand people participated in online activities. The total number of members was 250 thousand, the total number of pactions was 72984, and the total paction volume was 215 million yuan.

Kunshan Zhao Nai HUAYU Garments Co., Ltd., which is about to debut in the CHIC2016 spring exhibition, will focus on the display of hand-made double-sided cashmere coat products.

It is worth mentioning that the company's own brand HEAVEN DEER has more than 20 stores.

"We will set up iPad in the storefront, and take it as the carrier of the online and offline carriers. It will provide a comprehensive and traceable presentation of the nodes in the supply chain of clothing materials, design and production processes and sample display."

Konyama Akina, general manager of HUAYU Clothing Co., Ltd., Lu Darong, said that in every aspect of customized service, we will push the two-dimensional code to consumers, so that they can understand all the links and create a more intimate customized experience.

With more and more visually, stylish, service experience stores and flagship stores appearing in the fashionable streets, the trend of consumers returning to the real stores is beginning to show in the early 2015.

Lu Darong believes that "the mainstream of China's future commercial channels is the living experience Museum mode."

In July 2015, Shanshan clothing launched a brand new series -- Shanshan.

It is understood that Shanshan is the endorsement category of suits, with the trend of fashion business and business leisure as the main direction. It focuses on the consumers of 70 and 80, and this also means that the storefront design of the brand must have the fashion elements that are enough to impress the young consumer group while ensuring the quality of the store's operation.

The innovative marketing mode will have to be mentioned.

The model of "total custody and direct battalion".

Ashton took the lead in bringing the SPA mode into the domestic market dominated by manufacturing. Through the integration of a series of industrial chains such as suppliers, terminal channels, franchisees and employees, the "aldten model" was formed.

Gong Zheng, chairman of Alton, said that trusteeship is a franchisee who only needs to pay for decoration, rent and purchase, and from other aspects such as shop location, recruitment and training, retail operation, marketing planning, brand promotion, customer management and financial control.

Through integrated mode of operation, Alton quickly realized.

And the brand benefits of a comprehensive lead, and continue to create value for customers, the "fast" win the "all direct management franchise mode" to allow Alton to achieve the separation of investment and management rights, opened a new path of mode upgrading.

"Shanshan will build a supermarket clothing store similar to the brand of UNIQLO.

On the basis of the way of franchise, the form of financial investment, that is, investors do not participate in the operation of stores, thus ensuring the quality of chain stores.

At present, Shanshan has opened more than 10 stores in Ningbo, Suzhou and other places. We plan to open more than 150 stores this year, targeting Zhejiang, South of Jiangsu and southwest China.

According to the relevant person in charge of Shanshan clothing, Shanshan's "fully managed, zero inventory, high return" mode provides a one-stop profit solution for franchisees and will attract more attention from the franchisees at the CHIC2016 spring exhibition.

In R & D design, Alton has adopted the combination of brand research and purchase, which takes into account the professionalism of products and keeps pace with the trend of the times.

"Because of the advanced R & D mode, Alston has a large quantity of products, high update frequency and short cycle, which greatly improves the customer entry rate and sales volume of the storefront, which has become the best advertisement for the brand."

Gong Zhengru said.

In addition, Alton also adopts the membership marketing mode.

It is understood that membership consumption now accounts for more than 90% of Alton's turnover.