Clothing Brand Marketing: Taking The Potential, The Bright Way, The Excellent Technique, The Sharp Weapon

< p > electronic commerce as a rapidly developing business mode is becoming the focus of attention of all walks of life.

There are too many brands to start with e-commerce. "Three squirrels" is a successful case.

"Three squirrels" is an Amoy brand. It was launched on Tmall in June 2012, and became the first Chinese Internet food nut sales 65 days later. In the same year, "double eleven" created a miracle of 7 million 660 thousand of daily sales, ranking the first place in China's e-commerce food category.

In January 2013, sales in single month exceeded 22 million, and sales in June 19, 2013 exceeded 3 million. It has been open for more than a year, and has sold over 100 million, and has received another $6 million from IDG company.

This development speed and trend is the realm that countless brands want to achieve.

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< p > in assessing the success of < a href= "http://www.91se91.com/news/list.aspx Classid=101112107101 > > three squirrels < /a >, we need to understand two important store operation indexes of" three squirrels ": repeat purchase rate is about 30%, word of mouth conversion rate is over 20%.

There is no doubt that we have seen from the success of the "three squirrels" the four major brand marketing strategies, "taking advantage of the situation, Ming Dao, excellent skills and sharp weapons".

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< p > take advantage of the situation, that is, embrace change and follow the trend of < /p >.

< p > if the excess liquidity is caused by excessive investment, asset bubbles, inflation and consumer price index will rise, which will lead to the fragility of China's entire financial system.

To change this situation, we need to expand domestic demand and increase domestic consumption, especially household consumption.

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< p > clothing industry is based on the population base industry.

At present, the core of China's population problem is seen from the 17th National Congress of the CPC and the eighteen related policies: no longer mention "stable low fertility level", but emphasize the long-term balanced development of population.

At the same time, the urbanization policy is more clear after the third plenary session.

The actual disposable income of urban residents is increased by 1 yuan, which costs about 0.14 yuan on clothing and only 4 cents for farmers.

There is a great demand for improvement of clothing for rural residents. The consumption of clothing for rural residents is only 16% of that of cities and towns.

According to the current price of exchange rate law, China's consumption in 2020 is 14 trillion and 500 billion US dollars; in the next 5 years, China will surpass the United States to become the world's largest consumer market; by 2030, China's consumption will reach 48 trillion and 500 billion dollars.

No matter what the numbers mean to the market, it is obvious that in the past "double 11" < a href= "http://www.91se91.com/news/list.aspx Classid=101112107108" > Shopping Festival < /a >, the paction volume from Alipay reached 35 billion yuan.

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In the next 20 years, China will usher in the golden age of consumption. Consumption growth will continue to accelerate and consumption structure will be upgraded in an all-round way in the next 20 years.

China's consumer gold era is supported by four pillars: < /p >

< p > 1. The income of residents has increased rapidly, and the actual consumption capacity has increased significantly; < /p >

< p > two, the consumption structure is accelerated and upgraded to enter the era of total consumption (enjoying product consumption and enjoying service consumption); < /p >

< p > three, residents' marginal propensity to consume is on the rise; < /p >

< p > four, forming a new pattern of mutual promotion between private consumption and public consumption.

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< p > < strong > Ming Dao, respecting the rules, overtaking corners, < /strong > /p >

< p > how to understand brand assets? Nature gives us a very good answer. When people see the < a href= "http://www.91se91.com/news/list.aspx Classid=101112107108" > fur pattern < /a >, we can identify the animals at first and define their species attributes through the visual system of fur.

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< p > the same brand can also define itself through its own unique patterns and patterns and decorative techniques.

For example, the texture and sewing patterns of Chanel and Hermes leather bags are highly identifiable. Barbury's lattice pattern and Louis Weedon's pattern pattern are also the representatives of them.

Karl Lagefeld put forward the concept of "Chanel's overall image", and put forward a "Chanel recognition symbol" in the product catalog of 1993, with the logo of "Chanel heritage", such as diamond, padded metal chain, camellia, pearl fringes, Byzantine jewelry style, etc.

The symbolic expression of this brand asset is a very clear brand marketing approach, and also a brand marketing planner's vision and realm.

But is it a combination of rhombus, leather chains, camellia, pearl fringes and Byzantine jewelry, which can become Chanel? Obviously not.

When evaluating the value of Chanel's 100 most important artists in twentieth Century, the US weekly magazine said: if you take a close look at today's famous designers, whether French, Italy or American brands, you will find that although designers have different styles of design, they inherit Chanel spirit in a certain way.

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< p > strong > sharp weapon, lean management and efficient operation < /strong > < /p >

< p > > a href= "http://www.91se91.com/news/list.aspx? Classid=101112107108" > O2O < /a > now many brands are studying, online and offline integration is a trend, there is no way to avoid it.

Geographic location based service LBS will also become an increasingly popular service concept.

All this will be achieved through mobile Internet.

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< p > "easy to hand in hand, never let go" is the principle that can be adopted in the mobile internet marketing world.

Online shopping mall can put the products and information of the company in the pocket of the customer, deeply brand and service deeply in the customers' mind. It is also a strong means to improve the brand awareness of the enterprise by carrying out the publicity and carrying out the publicity.

Through online shopping function and data analysis, enterprises can easily carry out precision marketing, and send product information and promotional discount to members' customers. At the same time, they cooperate directly to achieve sales (online payment) and distribute them through logistics.

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