How To Make Marketing Innovation For Garment Enterprises In The Era Of Excess Economy

In the era of excess economy, products are becoming homogenized and how to proceed. Marketing Innovation has become the focus of the industry.

At present, many enterprises are holding "promotion, reward and discount" promotional activities on holidays, but this way can not let customers feel the service of the enterprises, and can not closely link the customers with the enterprises, and can not catch the hearts of the customers.

Thus, Liu Hong, director of mensasini's men's wear and clothing, Mr. Xiao Yuanmu, general manager of Shishi Kai Xiang Agel Ecommerce Ltd, Xiao Yuanmu, general manager of huangpin international entertainment media Co., Ltd., and Lai Zhenguo, the brand manager of Jinjiang hover Shoes Co., Ltd., recently gathered in Quanzhou, Quanzhou to discuss how to do holiday marketing and help enterprises develop.

Three years ago Men's wear Since the brand Mar Cassini, marketing innovation has always been the core word of Liu Hong's thinking. "Marketing should take service as the core, especially to maintain the feelings of old customers." Liu Hong believes that sales terminals are the most direct platform for enterprises to contact consumers. If consumers are allowed to buy products with a cheerful mood and create an atmosphere of home, consumers will be satisfied even if the price is more expensive. He analyzed that the "80 generation" in the future clothing market is the main force. They are very fashionable and very individual. "In order to grasp the needs of individuals in a timely manner, marasini has a designer team of 100 people who go all over the world every year to find fashion inspiration for development." Liu Hong said. In addition to the primitive functions of shame and warmth, clothing represents its individuality culture. In Liu Hong's view, mascassini represents a fashionable attitude towards life. In order to better interpret this concept, he found the "drop point" of environmental protection. "We chose the" Earth Hour ", an environmental activity that everyone can participate in, and launched the large-scale grass-roots environmental action of marasini and 10000 environmental attitudes. He said, "we have always been concerned about environmental protection, and the core value of the company's brand is fashion and environmental protection."

Customers need a product. The first decision is to choose which company to accept. Once the service has touched the customers, the brand of the enterprise has been launched. Service is the most valuable asset of the enterprise. According to the saying that "the core of holiday marketing is the price war", the horse plan believes that holiday marketing is not a price war. The key to product success is quality, not its own price. He said: "only by price war, it is not easy for enterprises to survive. In a reasonable profit margin, it is pointless to sell again and again.

"Holiday marketing requires an innovative way to repay customers." He said, "if the consumer buys 1000 yuan products, the enterprise gives him 100 yuan service, but the consumer who buys the product can not personally experience, he will transmit to the friend and the relative. Consumers may not have the means to enjoy themselves, but they can do things in a friendly way. Why should they not? That is to say, enterprises should take another way to attract and serve consumers. It is a mood to pursue the price and enjoy it. Enterprises should think about the problem from the perspective of consumers. "Doing some promotional activities at festivals is a way for enterprises to give back to consumers." Lai Zhenguo said that most of the public's mind also had such an impression that it would be more cost-effective to slow down the consumption plan near the festival and buy it later.

In his view, price reduction is a relatively low-end approach, the high-end way is to improve the product's performance price ratio.

On the one hand, holiday marketing requires the value and quality of products to be excellent; on the other hand, the potential value of products should be excavated to improve textile quality. clothing The added value and cost performance of products are enhanced naturally, not only to achieve the purpose of promotion, but also to enhance the core competitiveness of products.