The clothing electric dealer should start the brand strategic layout

October 20, 2011, by the China Electronic Commerce Research Center, China Apparel Network co-sponsored the "2011 China Apparel Industry E-commerce Application Summit and China apparel industry electric buyers will" held in Ningbo, the summit to "how the apparel industry to embrace the wave of e-commerce?" "As the subject. The meeting attracted the following: All customers sincere products, silver Thai nets, Baidu cool days, walk Show Network, PAYPAL, Massamasso, Ruijin Lin, Sheng Poly Network, easy to fit information, in the mail fast purchase, Shanghai merchants, New hundred online Mall, women's clothing, China Apparel network, collar network, clothing network and other well-known electric platform, as well as Belle, Youngor, Seven wolves and other traditional clothing brand enterprises a total of more than 300.

The following is the Le Cool day CMO, China E-commerce Research Center, a special researcher Zhang Yaohao at the summit published the title of "clothing dealers should start from the brand strategic layout" of the Live speech record:

Hello, CMO, is responsible for the market. We have a strong parent company, one is Baidu, is China's largest traffic site, another is a Japanese Lotte. is the largest E-commerce group in Japan. Thank you very much for the director Cao today for giving us such an opportunity to share with you.

I mainly share with you three questions: the first Chinese online shopping group changes, the second, clothing E-commerce brand strategy positioning, third, innovation in the current marketing structure system.

I think the Chinese network users of several major characteristics: the first is the expansion of the population. The network crowd is reaching 150 million, next year will break through 200 million people. Second, and today's theme is about, talk about clothing, in fact, in the 2010 can be seen, half of the people in the network often shopping, is what we want to talk about today, clothing, shoes and hats, bags, in this market, the first is a large scale, the increase is also very large. From the current point of view, the competitive landscape is not fully formed. The main feature behind the crowd is the core we share today. Age is 19-30 years old and accounts for about 50%. This is the foundation of our very important market. What are the characteristics of this group of people? is very tidal, is in a process of change, shopping ability also change. How to deal with these people, how to carry out the positioning of the clothing brand is a very important factor.

Before we talked about four, it was the Chinese Internet crowd, mainly the characteristics of the reaction in the change. We from the clothing of some understanding, from the traditional, an enterprise development, the first stage is to do products, we speak the most basic fabric, the quality of the product phase. The second stage, enter the stage of the commodity, this is more focused on the management of services. Third, the brand stage, not only sell clothes, not just goods, more likely to be specific in this clothing some of the added value, called challenge consumers. In these three stages, there are about four models: the first is called a single brand, is some well-known brands, such as Mercedes-Benz, is only this brand. There is an independent multi-brand, like cleaning some of the following brands are independent. There is also an endorsement of many brands, like Coca-Cola. There are many companies under the parent company. Another is the leadership of many brands, there is a flagship brand, there are not well-known brands.

Look at the clothing businesses below. Just now I said, like a single brand, there are some people do, such as Massamasso, we feel is also relatively independent brand of the company, then will not develop. For example, endorsement of the leadership of many brands, such as wheat bag, in fact, he has a lot of independent brands below, the influence of these brands is not very large. Third, independent multi-brand, can look like only, Jack Jones and so on, this constitutes our clothing brand some of the existing planning.

For clothing E-commerce How to brand positioning, we also have some thinking, these enterprises are divided into two categories, one is the traditional clothing enterprises online. The main difficulty faced by these companies is that there are many conflicts on line. Online and non-online play very badly. We believe that we can adopt an independent multi-brand strategy to solve this problem. At the same time, some of these consumer groups can do some attention. We feel that new brands can start with a strategy of independent new brands, regardless of which strategy they adopt, which is related to consumer groups.

In such a production structure, how to choose the right marketing structure. A few guests said that in fact, we are in and a lot of e-commerce, especially just start into the e-commerce inside, the cost is lower, but now in the market structure, the cost is not low, some counter costs to put into the market costs inside, activity costs inside, how to manage the market, become very important.

In the 1898, Americans presented a very famous model. Attention, interest, desire, ... The Japanese have proposed that, now in the internet age, consumer behavior is the pursuit of attention, sharing, interest. This is the map of the marketing system we see. Have the entrance, also has the initiative, has the regular network advertisement, has the CPS such promotion, among them is the search engine set up, this is we carry on some summary.

For clothing, the mass consumption of e-commerce enterprises in the process of marketing, the initial stage, in fact, we see the largest part, may come from the CPS, we can quickly go into the network consumption era. The two-part promotion accounts for more than 50% of the income of E-commerce enterprises, which is a healthy model. At the beginning of the search engine and traditional network promotion, advertising may not occupy the mainstream, this is based on the basic CPS to promote. Development to a certain scale, when there are thousands of orders a day, his media will change, the search engine will become more and more important, occupy a large proportion. Mature, there are a lot of people to burn some money to do some offline ads. Faced with the development of the period, different time to set a different proportion of the structure is to create a very important marketing system of the three-dimensional model.

As you can see, the search engine has played a very central role in the whole process. Not only the search engine itself brings the flow and your stereo is combined. For example, our Massamasso made an ad for the body. Consumers will also use search engines to search for them. In fact, it is an intermediary in a stereo model. As you can see, this is the data that Eric writes, before, after and after shopping. Search engines will become the core of marketing.

The above and everyone simple share, thank you!