Footwear Market Retail Fashion Marketing Era Is Coming

The dazzling changes are taking place in Chinese society. What is most touching is the change of social fashion. It not only affects people's lifestyle and habits, but also becomes the most active element in economic growth. fashion The rhythm is not only a growth of consumption, but also a continuous flow. market And demand.

For fashion clothes such as shoes and clothing, fashion It has penetrated into the aspects of product design, terminal construction, advertising and sales service, and has become an important force driving consumer behavior and a key factor to investigate brand marketing capabilities and standards.

The core essence of fashion marketing is embodied in three Golden Triangle relations: one is the linkage of culture, brand and marketing in marketing concept; the other is the linkage of positioning, design and communication in marketing strategy; and the three is the linkage of fashion, emotion and experience in marketing elements. Two

　 First, fashion terminals call the three elements of the market.

Strong terminal is a strong combination of brand image, quality product and excellent promotion. Therefore, if we want to build a strong terminal, we must have these three elements.

With regard to brand image, all businesses now attach great importance to their brand building. Brand building is an important means to improve product visibility and loyalty. The performance of brand building in the terminal market is more likely to have an impact on consumers' minds. Some people say that making brand is a campaign to run people's hearts. This is very reasonable. Consumers know you, you are the brand, and you don't have a brand without knowing you. In the terminal market, no one will take the time to study the connotation of your brand that you think exists. They should judge your brand in the shortest time to decide whether to buy your product or not. This requires us to grasp two points in the terminal brand publicity. First, we must rely on the lofty distance to give people a mental deterrent. Two, we must focus on the nuances and directly refer to the minds of consumers.

With regard to quality products, high quality products are carriers of excellent brands. Excellent brands are beautiful garments of quality products. At the terminal, we should clearly show the quality side of products to consumers. Good products must have a good image and do not let the first-class products play a three way posture. That is a failure. At the same time, we should be good at displaying the best aspects to consumers.

As for sales promotion, sales promotion has become the leading role in modern marketing, and promoters are also important factors for the terminal to win. An excellent salesperson is a brand and product unity, and a product's live advertisement. Excellent brand, quality products, plus a good sales team, the image of a strong terminal will be clearly highlighted. A salesperson must be a spokesman for his brand. He must be loyal to his brand and shout the first step in the market before his opponent. Lenin said that the man who cried the loudest in the market was the one who wanted to sell the worst. The most noisy person in the modern market is not necessarily to sell the worst products, because the modern economy only has good products to get the favor of consumers. The more good products, the better the market should be, the better the products are in the market. {page_break}

　 Two, the era of retail fashion marketing is coming.

The fashion consumer goods market represented by clothing, shoes, leather goods and so on can essentially present the characteristics of a retail market. If we do not include customization and online trade, almost all the commodity exchanges must be realized in the retail market. All aspects of commodity design, advertising planning, shop decoration and logistics, production and processing are all for the final exchange of terminals. Without the commodity exchange of "retail market", all business activities are passive water.

Fashion consumer products belong to the niche market. Their marketing concepts and strategies do not match or adapt to the marketing methods of the mass market. Niche market is a hundred flower garden, each flower needs its own unique nutrition and nursing methods; the mass market is the rape field, as long as a standard, with a unified fertilizer formula. The standard and single way of "big marketing" to cope with the large market with wide discrepancy is bound to cause huge waste of advertising resources and marketing resources due to differences. The difference between the market can not be reflected and the difference between consumers' demands can not be satisfied.

Regardless of whether the brand is located in the regional market or the national market, the problem of regional market difference is the primary solution. The strategy of the national brand still needs to be realized through the differentiated marketing strategy of the regional market. The marketing technology that completely solves the micro regional differences and even the regional differences of single stores can no doubt be realized only through the retail marketing technology and means. Retail is precisely the idea and technology to solve the differences of micro marketing.

The domestic shoe and shoe retail market can express the essence in four words: Fashion Retail. The first is fashion, the second is retail, the former is art, and the latter is the market.

The development of China's fashion industry always takes fashion as the leading pioneer in the industry. The fashion industry promotes the brand design process, promotes the design, leads the shoes and clothes forum, the brand announcement, and the overseas development of Chinese designers. Following the trend, the gap between the domestic fashion tracking point and foreign countries is getting smaller and smaller, but the importance of fashion is far away from each other.

The growth of brands must be faced with consumers. The real market situation is: footwear is the most popular consumer in China, and it is "aesthetics of dress" instead of "aesthetic clothing". Therefore, the influence of market factors on the success of shoes and clothing brands at present is more important than design factors. Like women's shoes, which rely on design and leading industries, marketing is still the first factor determining brand survival. It is easy to see that terminal share is still the foundation for the survival of brands.