The Fashion Marketing Mode Forms A New Trend Of Innovation.

In from October 21st to 31st, the "2009Reach&Touch fashion and creative space" campaign with the theme of "1+C" and "brand + creativity" was staged in Mingshi street, Luochuan Middle Road, Zhabei District, Shanghai.

At the same time, people can not help thinking about the visual feast brought about by creativity. In the self-conscious era of "collage culture and creativity", the people can not advance and return. For clothing enterprises, how can the marketing mode innovate in order to help enterprises to earn profits while gaining sustained growth? How does the Chinese textile and clothing industry meet the new development strategy period since the impact and influence of the global financial crisis in 2008?

These are problems that the industry has been thinking about.

In view of some hot issues in China's textile and garment industry, the "2009Reach&Touch fashion creative space" has organized six small fashion creativity summit, inviting experts, scholars, designers and authoritative media representatives from inside and outside the industry to discuss together.

At the scene of "fashion marketing mode innovation", Liu Botao, deputy editor in chief of new marketing, Liao Bin, President of China apparel network, Wang Tao, senior brand marketing manager, chief brand operation expert of angel marketing company, and Zeng Wei, director of brand of Shanghai Commercial Co., Ltd., launched a heated discussion on the mode of fashion management, especially e-commerce mode.

Rising rule

New marketing: in the long term market practice, what stages did the rise of clothing brand go through?

Jie Jie: any category from rise to stability has gone through five stages:

First, the rise of category.

Some enterprises have found a style or business model that meets the market demand in the long-term market grope, and have achieved great success in the market, such as Ayilian pink lady dress.

Second, a lot of money.

New products generate huge profits and raise rent. Meanwhile, manufacturers, agents and franchisees are also creating wealth stories. So many enterprises are following up.

Third, generate bubbles.

Many enterprises follow up, so that a certain category began to bubble, and the market appeared vicious competition. For example, sportswear now accounts for about 17% of the mid-range fashion, and the bubble is very obvious.

Fourth, start the shuffle.

Some brands that have completed their original accumulation have begun to shuffle in the competitive field, such as BELLE in shoes and Anta in sportswear.

Fifth, the rise of big names.

In the shuffling movement, the dominant brand is growing rapidly and stronger, expanding its market share and becoming a major player in the field, for example, in March 2007.

New marketing: the rise of brands must be accompanied by the rise of countless new categories. Is there any regularity in their success?

Jie Jie: successful clothing brands basically follow the following laws, namely, trend, positioning, mode and communication.

Specifically, the so-called trend is related to the trend of category, it is a belt, its correctness must be identified first.

From 2000 to 2006, business casual wear rose, and signs and signs combined with formal dress and casual dress. The two or three tier cities, aged 30 to 45, were the core audiences. Through the large-scale opening of stores, a large number of agents were achieved.

For example, seven wolves, Li Lang and so on.

From 2002 to 2007, the rapid rise of the volume of casual wear, to 18 to 25 years of age and students who just participated in the work of the main target audience, at a low price to quantify the promotion of their brands, the rise of brands including YISHION, Semir and so on.

From 2004 to 2009, sportswear categories rose rapidly. After years of development, there are now many branches, including professional sports, fashion sports and outdoor sports. The brands that are rising include Anta, Lining, XTEP, 361 degrees, PEAK and so on.

From 2005 to now, fewer vendors have risen.

Category characteristics are pure pink for the positioning of little Shu clothing, rising brands include Ayilian and so on.

In 2006, there was a trend of new category called fashion casual wear. The brands that emerged and followed up included JACKJONES, ONLA, VROMODA, European time, BASIC HOUSE, Mark Ed Faye, KONZEN, card and so on.

From 2006 to now, there are fashion sportswear in the rising category, and its brands include XTEP, KAPPA and so on.

In 2007, outdoor casual wear rose, including brands.

In 2008, the rise of popular fashion, such as new Giordano, Ayilian, and fashion.

Positioning, in short, is an advantage over competitors, and it must be accurate.

For example, free space (KONZEN), which used to be a public casual dress like Metersbonwe, has been pformed since 2007, and repositioned the mass leisure wear into the first half and the second half. The competitiveness of its first half is tolerance, evaluation and precision, avoiding competition with JACK&JONES (JACK JONES).

Transition to mode, that is, in the core positioning of the establishment of the situation, deduce the brand competitiveness of the synergy strategy.

For example, fashion casual wear includes two types: ubiquitous and narrow crowd. JACK JONES is the representative of many people, and CABBEEN and Mark Ed Faye are the narrow representatives.

The narrow crowd mode is clear style, refinement, take the route of consumer group refinement, emphasize culture construction, and cultivate the market for a long time. The popular mode is tolerance, adopts the parity strategy, and the market capacity is large, and it can achieve scale.

Any mode must be communicated with the access mode.

Finally, communication is the extension of brand after positioning and mode.

The core communication system includes the integrity and integration of the basic information of the brand, and the core language should have the power.

International brands have image codes. For example, LV is publicity and luxury. Adidas is professional and rigorous.

Worries about touches

New marketing: some traditional clothing enterprises are beginning to touch the Internet, but some enterprises are still cautious. Why?

Liao Bin: at present, the proportion of apparel retail line to offline is about 18% in the US, 45% in Korea, and 2.1% at the end of 2008, which is expected to reach 3.5%~3.7% this year.

According to our prediction, in the 3~5 years, the e-commerce of Chinese clothing can catch up with the current level in Europe and the United States. If it reaches the level of 45% in Korea, it will take 10 years.

Either way, it is a good mode to reduce costs, improve customer experience and make money.

Does the Internet make the distance between clothing brand and users really shorten, and whether it is the first time to understand customers' feedback on product demand and price?

For apparel enterprises, the key to e-commerce is commodities.

Wang Tao: the Internet has saved many channel costs for the traditional clothing enterprises. If we go deep into it, we will find that the cost is not the core competitive advantage.

The Internet has changed the gross profit of traditional clothing enterprises 30% and 40% to 20% and 15% respectively.

In the future, what is the real power of discourse on the Internet? In the hands of brand dealers, the marketing elements will not change in the carrier of the Internet.

Jie Jie: the trend of online brands in the future is becoming more and more obvious.

After strengthening the Internet, the competitiveness of the Internet will also be very strong. In fact, the essence or mode of garment operation can not be separated from brands, commodities and consumers, whether they are online or offline.

At present, Chinese brands have come to the rising stage, but international brands have reached the stage of Big Mac, such as CABBEEN, H&M, ZARA and UNIQLO. Their sales revenue in 2007 reached 15 billion 800 million US dollars, 16 billion 475 million US dollars, 8 billion 872 million US dollars and 3 billion 770 million US dollars, which is far ahead of Chinese brands.

Apart from the gap in sales, the gap between us and the international brand is also the gap between the monopoly image, the gap of the operation system, the disparity of vision, and the difference of the layout.

We can see that Chinese clothing brands have made a lot of money when they make a little money, and the results have had a negative impact.

I have to admit that the vast majority of Chinese local garment enterprises still emphasize products, channels and communication unilaterally, lack of system competitiveness mode and innovation mode.

Liu Botao: for most garment enterprises, mode innovation is the innovation of terminal and innovation of channel.

At present, a large number of physical shops and Internet channels have clashes.

If the Internet is regarded as a product, such as Taobao and Alibaba, in fact, their profits may not be equal to the size of a medium-sized garment enterprise. Many Internet companies are making wedding clothes, and profits are still a problem that bothers them.

Zeng: as for e-commerce, Mark Ed Faye already has a platform, and is still in the trial stage.

There are still some outstanding problems in physical shops and networks, including how to deal with the price conflicts and the similarities of styles between online goods and physical shops.

If clothes can be bought on the Internet, why do they go to the physical store? Mark Ed Faye started by a physical store. If the network affects the physical store, how to deal with it? How to solve these problems will take some time.

Future trends

New marketing: Internet direct selling brands are mostly concentrated in men's clothing. Why men's clothing can develop rapidly in the Internet, but women's clothing e-commerce is long overdue?

Jie Jie: the essence of fashion is product. In depth, it is design. In depth, it is precision design.

Chinese clothing brands will surely rise with the help of online shopping.

In addition to the problem of price, we need to synchronize fashion with the Internet.

For example, men's shirts and jeans are well managed on the Internet because they are more traditional, so many brands regard them as their first choice.

The trend and speed of women's wear are very fast.

New marketing: in the field of clothing, is there any other innovation mode on the Internet?

Wang Tao: today the Internet is developing rapidly, consumers need high quality, and the combination of high quality and cost-effective can achieve practicality.

The traditional clothing brand is based on the new business mode of the Internet. The maintenance of consumers and brands is absolutely not a simple performance price ratio. The Internet provides a low cost threshold. This understanding is mistaken. The real economy has been competing for 10 years, and the Internet has only used 3 years. This is the core problem.

Jie Jie: at present, the core of the Internet is the innovation and pformation of channel mode. Ultimately, it should capture the emotions of consumers and allow consumers to accept services and purchase services as they please.

In the field of clothing, online shopping is another channel of brand. All its values exist together with the Internet. The emergence of the flagship store model in the future can solve many problems very well.

But creating a brand online is very difficult, and this is also a very risky mode.

Zeng Wei: the development of Internet and the development of information technology are all big trends and inevitable.

If we want to embrace it, we must first use the correct attitude, set goals, find the right way, do not blindly follow.