2016 Golden Wheat Awards Ceremony And China International E-Commerce Marketing Summit Held In Hangzhou

According to the world clothing and shoe net, December, 14, 15, 2016 golden wheat awards ceremony and China (Hangzhou Yuhang) International E-commerce Marketing Summit held in Yuhang, Hangzhou.

Many industry coffee parties attend the event, exchange and share the year.

Marketing innovation mode and top case.

Under the auspices of the golden wheat award CMO Shen Yuchen,

Shao Feichun, general manager of the electricity supplier, Lv Changfeng, general manager of the company, Lv Changfeng, vice president Chen Zhicong, founder of D2C, general manager of Eral electric, Shi Li, and CEO CEO Wu Lei, carried out the round table dialogue entitled "quality life under the upgrading of consumption".

In the forum, the guests were invited to "for the brand side, what to do in the consumer upgrading environment", "how to sell the brand in the environment of consumption upgrading".

"The impact of the impact on domestic brands means what" and other issues shared their respective views.

The following is the contents of the round table forum.

Shen Yuchen: in the past double 11, double 12 data, consumers to strengthen the quality of life pursuit of argument to be verified.

For the brand side, what is the pursuit of consumption upgrading or quality life? What does it represent?

- "what consumers like, we can do."

Wu Lei: at best, we are only a product brand. The brand has gone ten years this year.

Reflecting on the past ten years, from customers who bought only black and white dust ten years ago to today, in our brand system, customers are divided into two parts.

We will grab the market share of business, but more energy is to make brand adjustment to serve the generation of post-90s and 95 generation consumers.

Related to quality consumers, we have our own saying, "what consumers like, we can do anything", based on this concept to do this piece of men's clothing.

- "create a demand and then meet it".

Lv Changfeng: I was very impressed when IPHONE3 and IPHONE4 just came out. This is the first wave of quality improvement.

IPHONE Jobs, the former CEO, said, "I have to do two things, create a demand, and then meet it," which is a chapter in the great environment.

- young people have greater tolerance and acceptance of new brands.

Shi Li: there are more than ten years' brand time here, and even the boss electrical appliance has said that he has been there for more than 30 years. Now the young people have greater tolerance and acceptance desire for the new brand.

I think the upgrading of consumption is not only a price escalation, but also a change in the real pursuit of consumers' brand.

- young consumer groups

Chen Zhicong: the brand of the seven wolves is also fighting for the business of younger consumer groups.

For us, this is the upgrading of consumption and quality that I understand.

Including the boss electric appliance, general manager Jiang said, how to let customers enter the shop to buy more products, this is what we are doing now.

Young consumers are more interested in experience than showing off.

Shao Feichun: I understand that consumption upgrading mainly includes two aspects: the first aspect, now that consumers have more and more money in their pockets, there is no doubt that money will lead to quality life. In the second aspect, before people were rich, they would choose to go out to buy luxury goods, but after 90 and 00 generations of consumers, their understanding of quality life would be closer to reality after they had money.

It can't be said that today we are rich enough to buy a very big bag to show off, but to buy a product with real consumption experience.

They have received very good aesthetic education. For clothing understanding, they can make people more beautiful and pursue quality themselves.

Shen Yuchen: under the background of consumption upgrading, what kind of marketing means or specific tactics should the brand side use to cater for such needs?

The core of marketing is to satisfy consumer demand.

Wu Lei: when GXG did business in 2010, it took a little more consideration at the marketing side.

But since 2014, the consumer side has been thinking a lot.

We believe that the entire operation of the electricity supplier has been running from the earliest resources to the subsequent operation of the commodity, and today we summarize it as a consumer operation.

Meeting consumer demand is what we do in the past two years and can be divided into several sections.

First, a large commodity planning department was set up to analyze what consumers need.

This year, the part of the brand's annual production is selected by consumers, unlike the goods selected by the traditional brand supply chain.

The second step is to adjust the whole supply chain. The original order was shipped 3 months, according to the different categories to meet consumer demand.

Now it is more based on Internet tools to quickly return to the essence of offline retail.

Including the electric business department is thinking about how to get rid of the electricity supplier company, in the future, there can be no electricity supplier only retail.

Tmall, Jingdong and vip.com, including offline stores, are only branches of GXG's many channels.

Marketing is just a matter of icing on the cake. The core is whether goods can meet the needs of consumers. The link between consumers and brands is based on strong links of goods, not based on marketing or marketing content.

If this dress can not satisfy the consumer's demand for style, even if the marketing is done beautifully, we think it is meaningless.

- let consumers have the right to know.

Lv Changfeng: in the past time, the category products have been suffering from the disunity of the national legal standards.

Later, we have become one of the standard participants in the industry, and we will try to challenge the laws and regulations of the country.

Since 2017, the sunscreen index has been fully open to domestic products and international brands.

From a consumer's point of view, he can touch domestic goods and international brands at the same time, and choose again on the premise of knowing the truth. This is a kind of consumption upgrading.

Secondly, consumers' experiences in life are constantly being pulled up.

If it is not able to meet this demand, it is easy to be eliminated.

- marketing is the desire to create.

Shi Li: I strongly agree that the product is the core. All product marketing is icing on the cake.

In the past two years, we have done a lot of entertainment marketing. In fact, the core is the four word "manufacturing desire". I think any marketing can produce desire when it can, and this marketing will be invincible.

Because pain points only satisfy the needs of consumers, and only desire is chasing.

Everyone has different desires, both mentally and physically.

For example, after making a desire from a single product, let these stars first start competing to crash shirts, and then start paying for fashion people. They can sell a single product to one hundred million, and the unit price can still be maintained at 3000 yuan, which is the value of desire ability or desire.

But remember that products are the foundation, plus good marketing and means to reach consumers, which is the essence of marketing.

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Brand is the accumulation of consumption experience.

Shao Feichun: every day we send out nearly 100 thousand parcels. These 100 thousand parcels are in the process of accumulating brand experience in the process of contacting with consumers.

So I personally understand that brand is the accumulation of consumer experience many times.

The electricity supplier should return to the brand in the second half and return to the commodity itself, so it is actually the accumulation process of the brand, but the means has changed.

It turned out that we asked an image spokesman to drive his fans to buy clothes, which is the simplest logic.

But now with the Internet, live broadcast and net red, you will find that we have a better way to get closer to consumers.

With the consumers after 90 and 00 becoming the main consumers, they no longer blindly worship stars, and find that stars are not perfect.

At this point, you will find that those who have the connotation of net red or the opinion leaders in a certain field will still listen to them.

As consumers become more rational, this way of communication will become more effective.

Ultimately, it can better precipitate his consumer experience in the mind of consumers, forming a brand concept.

Shen Yuchen: a phenomenon brought about by the upgrading of consumption is the international brand's challenge to us. Tmall international has also introduced many international brands recently.

How do we view this phenomenon?

- brands need to pform supply chains to meet consumers.

Wu Lei: I think after the entry of international brands into the domestic market, especially from the offline market to the online market, opportunities and challenges coexist.

The challenge is that like UNIQLO, a product with high quality and very popular brands, we need to reflect on the flexibility of supply chain to meet the needs of new consumers, including whether the increase rate should increase by 5 to 6 times.

Fortunately, however, today's Chinese consumers know more about what they need than ever before.

If you 5 times, I do not necessarily buy, but UNIQLO can achieve 3.5 times, in double 11 can also play a discount, quality is guaranteed, so I would like to buy it.

This is the biggest challenge to traditional enterprises and what we have been doing over the past two years.

- International and domestic brands face the same problem: consumer preferences

Lv Changfeng: the opportunity and crisis of consumption must exist side by side.

When we talk about quality marketing, how to improve marketing means, we will know China's market better than foreign brands.

So it's not that there is no chance, just say that under this opportunity, who can grasp better, and then bring the market to another height.

Chinese brands and international brands also face consumers' preferences.

When we were young, the impression of China was "the factory of the world", because when we went out to play, we saw "MADEINCHINA" goods everywhere. These commodities crossed the sea and went abroad, and we went across the sea to China.

In fact, our own products are very good in the world.

Now it will be better to see who does better marketing, and grasp this opportunity at the stage of consumption upgrading.

Under the premise of overdraft brand premium, international brands are more difficult to survive than domestic brands.

Shi Li: two months ago, Hermes sent me to Shanghai for a visit. He entered the Hermes house and scared me, sitting in a group of foreigners. Many of the world's top brands came.

Why do they want to invite me?

First of all, international brands and domestic brands are facing the same problem. On the same day, we spent the whole afternoon talking about the same afternoon as Chinese traditional brands. But he didn't want to know one thing. Is Hermes brand positioning in the young market? Because its products are not specially designed for young people. Of course, girls may not be the same. Girls will prefer their bags and other things, but ordinary people do not feel good about Hermes clothing.

Therefore, many big international brands need not worry about entering China, because there is a particularly good community in China, which is called "purchasing agent", and there are two words called "cross border".

These two kinds of people are already helping us to fight against international brands. Why? It overdraws brand premium.

We buy a pair of shoes today for 1 or 2 thousand yuan, which is cheaper by purchasing.

Therefore, under the premise of overdraft brand premium, the international brand is actually worse than the traditional brand in China.

- competition is pushing brand upgrades.

Chen Zhicong: in the face of international brand competition, I think it is also an opportunity.

In the face of competition, we will think about how to improve ourselves, such as product quality, fashion and so on.

This will let us think about what the product will do to meet the needs of the consumers.

Thinking about the needs of consumers now is the demand for style, or simply the demand for product quality, forcing the brand to pform the supply chain, and use shorter and better supply chain mechanisms to upgrade products.

From this point of view, for domestic brands, it can get a certain growth.

China needs more international brands.

Shao Feichun: I think the Chinese market needs more excellent international brands. Here are two examples.

I was chatting with a friend some time ago. He said there was a C store in Taobao, and many star friends had bought it.

He also said that China's clothing industry is now doing, we are all talking about user experience, but the C shop is a person who has never done any clothing.

But this shop made him feel a good user experience.

A C store can improve the user experience, why not on many big brands? I think the implication is that the Chinese business was too good to do before.

It is a very complicated and long-term job to really serve every user as God.

Therefore, these foreign brands can give us a good impact, and from the perspective of competition, it will promote self optimization in the whole Chinese market.

Second example, after two 11 this year, I went to Sweden's H&M. When I looked at the H&M store, I looked at the whole price tag at 159, 169, 199.

The Swiss franc is equivalent to RMB 1.73, and its price is even cheaper than that of the domestic market. This shows that the overall efficiency of the domestic fashion industry chain from the beginning of the supply chain to the retail channel is very low.

The former guests also talked about 3.5 times the rate of UNIQLO. It's hard for us to fight, but we still have money to earn.

Domestic brands used to be accustomed to 5 times, 10 times the rate, one to 3 times, 4 times can not do it.

Therefore, there is still a big gap between us and foreign brands, whether from the user experience or the synergy of the whole efficiency.

It is a very good phenomenon that brands coming abroad can prompt us to speed up the optimization process.

In addition, from the point of view of brand competition, because foreign brands enter the Chinese market, it is only a sub company or sub market, and its understanding and depth of the local market is still different from ours.

In this process, it is a good news for the garment industry and the fashion industry to promote each other in China.

More interesting reports, please pay attention to the world clothing shoes and hats net.