What Is The Means Of Promoting Online Marketing In Garment Industry?

"

In the fashion apparel industry of the new crown storm, the campaign of brand self rescue has started. This campaign is about survival and the future.
?
Phoebe has invited many professionals in the industry, international brand experts and famous management scholars to make suggestions for the clothing industry. This issue is from the "two more" chief growth officer cat uncle, through the long-term attention to the apparel industry, on the "video marketing" to give highly convincing proof and advice.
?
Great danger breeds great opportunities, and fashion consumption is sweeping through. Bless the industry brand, let go of the fog and move steadily towards the future!

Phoebe studies

"

Spring clothing is unsalable in the epidemic situation. Do you suffer from high inventory? The impact of the epidemic has brought great changes to all walks of life in China. In the early February, many garment enterprises had already perceived the crisis. A few days ago, they talked with a fashion marketing director. She said that the sales data of spring clothes in 2-4 months were not as good as expected 1/3, and the new promotion plan for summer wear started in May was overturned.
At this time, the traditional mode of high inventory clothing enterprises capital chain has stretched to the limit, conversely speaking. Enterprises with lighter flexible production capacity, strong online marketing ability, high brand loyalty and perfect membership system. But through this winter exam, we can get tickets to the future competition.

Last week, our marketing team made a quick scan of the online marketing situation in various industries at the current recovery stage. The clothing industry has fast cognition, quick action and many ways.

In February 20th, Adidas released the new clover annual product through live broadcast. Under the help of the star Dong Youlin and the popular anchor, via the "goods", 2 million 230 thousand people gathered around the scene, over 3 million 200 thousand praise, and sold more than 6000 pairs of shoes for 10 minutes. In February 22nd, the mayor of Shishi, Quanzhou, Huang Chunhui, became the anchor of "net red", which was "live in Fujian".
In February 26th, a number of luxury brands in Temple library co operated and launched the "cloud watch SHOW" to broadcast live on Milan and Paris fashion week. On the same day, wiknas live the first show 12w+, interactive point 74w, just 2.5 hours of live broadcast created a broken million transactions, the average passenger price of 2500 yuan, the highest single transaction price of more than 8700 yuan; Taiping bird has opened the Tmall official flagship store station live broadcast, the company staff through Taobao live broadcast, for online users try and press. According to the request put forward by netizens in the live barrage, the clothing collocation and introduction.

We can see There are three ways to make good use of live clothes: A kind of Is to find stars and super V to do event marketing nature of the brand live. A kind of It is to make live broadcast and increase transformation in shops. A kind of In other platforms, such as jitter, Xiaohong book and so on, we use small V live broadcast to Taobao alliance to transform the three methods. Each of them has its own weaknesses. We suggest that everyone try it and find a suitable stage for them.

The average daily GMV of Gloria applet is more than 1 million. Bosideng was sold through small procedures, live broadcasting and social networking. Before the outbreak, 85-90%'s down clothing sales were completed.

Aladdin released a small program report shows that from the end of December 2019 to a short period of 2 months, the small program DAU increased by 36%, in addition to health services, live webpage soared, games, video, sales tools also showed substantial growth. In the past, many clothing brands only regarded small programs as "micro official website". Small programs have quick and agile deployment capabilities, and this epidemic just highlights the strong nature of its "tools". Including display tools, live tools, sales tools. 。 Personally think that the use of good tool attributes of small programs to provide users with fast service is the right way to open small programs, rather than seeking perfection.
Last week, Phoebe consulted Gu, saying that the importance of this round of online marketing video played an increasingly important role. I hope I can give some suggestions to the clothing industry, so I summarized some video marketing application ideas recently discussed with cross industry marketing colleagues, hoping to give some help to the big family.

A piece of clothing, from design, material selection to ready-made clothes, is often shown in front of consumers as a picture or a window. Everyone likes to buy by relying on eye margin, while ignoring the story behind a single product. If we can allow designers to face the consumers directly, share the experience of each garment and share their experience and create an opportunity to learn more about clothing with closer content to the customers, then we can guide the consumers to plant the inventory items that they have missed. ? ? ? ??

Since 2019, interactive video has entered our field of vision. In the new rap of China, people can see the program directly and click on the way to buy the stars at the same time. It can be said that this has opened a new channel for the merchants. In a short time, people still don't want to go to crowded shops. Interactive video based on scenes can attract more young people. To drive consumers to play tricks on the "cloud shopping street", match the different inventory items in the video match, keep the charm of the experience match, and directly purchase the single products that you like, so that you can achieve the two shelves of the inventory items.
This way can not only undertake the function of selling goods in the mall, but also transmit the brand image through the single product wear and so on, and significantly enhance the communication efficiency. According to our experience in other industries, interactive video can enhance users' online time 30%+, and the interaction rate is more than 9 times.

We made an internal video card last year, which was originally used internally, and many customers liked it very much, hoping to have their own video card. After in-depth communication, we find that this is a very direct and effective scenario for video applications in social commerce. We carefully designed offline stores to give visitors a good visual impression. From the first sight, we want to have a deep understanding. Online communication scenes take pictures of paper cards in WeChat, which are neither texture nor easy to preserve.
Many companies like to use video cards very much. Enterprises can set up a large number of brand personality product video template. Behind the impact of video interest, one key to save contacts, forwarding, online communication and other functions are simple and practical, of course, more importantly, detailed analysis of visitors and SCRM tools combined to bring more accurate marketing asset precipitation.

The clothing industry can also create an exclusive video resource pool for enterprises. The company's promotional videos, various product videos, and employees' own clipping videos are uploaded to the cloud. It is convenient for marketers across the country to call video materials for two editing and processing at any time.

The epidemic is sudden, but the impact will never end at a certain moment. From a live broadcast, a page, a vlog, a video card to start, the whole staff marketing, action. The genes of digital marketing will gradually grow in your organization. The feeling of content creation will be better and better, so that the stock will go down and let the enterprises live.