Four Sales Channels In The Clothing Industry

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In the industry, the "water" of marketing means is very deep. They either take the initiative to bring forth the new, continue to occupy the commanding heights of marketing doorways, or tide over the sand, and are overwhelmed by the rolling waves of the times.

Doorway one

Farewell to the initial stage, fans economy upgrade again

In July 13th,

Announcing the official opening of the "double endorsement" mode, idol star Li Yifeng became the new spokesman for 2015.

And just two days before the announcement of the news, Li Yifeng released the theme of "713, Yes I Do" through micro-blog. After attracting lots of fans from micro-blog micro-blog, the United States immediately released the related WeChat H5 drainage, and then attracted the fans interaction with the topic of "Li Yifeng wearing the state", and the whole process got a good interactive reaction.

The United States not only retained the cool and handsome wind of Jay Chou, but also joined the new spokesperson Li Yifeng, covering the fans of literary and artistic fans and small fresh fans.

 

This "double endorsement" strategy will not only continue to maintain the "post-80s" market represented by Jay Chou, but also further expand the "post-90s" or even "00 after" market which is fond of the small and refreshing style represented by Li Yifeng.

In the mainstream concept, the core of the fans economy is the value identification and emotional connection of the fans. But with the rise of the social media represented by WeChat, the fans economy is moving from virtual to reality. A brand with a large fan group can easily expand sales, enhance brand viscosity and encourage product innovation.

However, with the help of star idol, the cohesion and activation of fans will enhance the conversion rate of fans. This is only the initial stage of fans marketing.

Doorway two

Not afraid of burning money, actively embrace cultural marketing

At the end of 1 this year, the Milan Shanghai World Expo crossover art concert was opened.

Zhang Tianai and Tian Ling, EP's design director, held a cross border fashion show at the scene.

From the presentation of the scene, this is a multi - field music festival. Every part of the performance is composed of music dance, visual performance, fashion show or jewelry show.

 

In addition to organizing cultural activities such as concerts, filming micro films is also one of the ways to create brand image and convey brand connotation in the past two years.

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It is not difficult to see that the most important feature of cultural marketing lies in the continuous maintenance of the viscosity of fans. This means that cultural marketing is a protracted war, requiring brands to invest a lot of energy and financial resources to create a solid brand culture image, and directly attack consumers' atrium through a clever way.

In many ways of brand marketing, cultural marketing is undoubtedly the most "burning money", and it is also one of the highest threshold methods.

With music, painting, travel and other cultural forms of tonality accumulation, shaping and upgrading the brand style, this kind of marketing mode directly attacking the consumer's heart deeply imperceptibly refreshes the brand's popularity.

On the other hand, based on the pursuit of good things, clothing has a natural connection with other cultural and fashion fields. Looking for overlapping fashion elements in similar contexts can also impress some consumers.

However, the brand itself and the cultural field that crossover with it must be "similar in temperament" to collide with the spark of style.

Doorway three

Subverting tradition, marketing enters the age of intelligence

With the "smart manufacturing" trend sweeping the fashion industry, in addition to the implementation of intellectualization in products, manufacturing and terminals, it also plays an important role in the field of brand marketing.

In October, 13 high-end clothing brands such as Langer, Gloria, DAZZLE and Barbara formally signed a strategic cooperation agreement with Haier washing machine to join the Haier intelligent care ecosystem.

In the future, users will be able to find exclusive washing procedures for these 13 brands according to the wisdom of Haier washing machine App, so as to achieve a healthier, faster and more intelligent custom washing experience.

Smart marketing is also affecting design and T.

In November 2nd, as the closing ceremony of Mercedes Benz China International Fashion Week (2016 spring and summer), "JEFEN Ji Fen night" in addition to the release of the new season's high definition series, it also made the audience experience the "leading edge" interactive video technology (IVT).

In the current industry trend, the trend of intellectualization is irresistible, and all links in the industrial chain are affected by the trend of intelligence without exception.

Brand marketing, as an important part of facing consumers, is the most direct embodiment of brand image. Therefore, the essence of intelligent marketing is not technology and means, but a change of thinking.

When clothing brands enter the era of "Internet plus", how to make use of intelligent technology to enhance the continuous attraction of products and brands and promote their long-term development is the ultimate goal of intelligent marketing.

Doorway four

Deep integration, O2O marketing has become a system

At the end of 11, he announced that he would cooperate with the new world department store to create a line store "Yin man +".

The area of the store is only tens of square meters. Every clothing in the shop is unique. Only two dimensional yards on the clothing tag can be used to get the price.

The style and price of clothes are updated simultaneously on line and line. Consumers can choose to take away or express delivery after payment is completed.

The fusion of online and offline speeds up the process of Tao shop's exploration of physical stores. They change their traditional ideas and extend the essence of "small and beautiful" to the line by virtue of the inherent advantages of online genes.

O2O is an old topic, but it always brings forth new innovations in its continuous practice.

In the past, clothing brands habitually acquired customer information through Alipay and WeChat payment, tracking customers, settling user data and establishing relationships with them.

But in the current O2O system, the brand must effectively utilize WeChat's graphic information and interaction to "revitalize" the fans group. Stimulating copywriting may be a shortcut to create topics, but relying on solid online and offline support to build a complete and continuous interactive system is the long-term way.