How Does The Clothing Brand Of Small And Medium Garment Enterprises Get Out Online?

A medium-sized garment company's stock is far beyond the warning line, and sales are also in the doldrums due to the overall market environment. For such a small brand that focuses on clothing quality but lacks influence, which network marketing techniques should be adopted in order to truly revitalize the brand? Stock And drive the company's overall sales and take the opportunity to stand out?

I am the owner of a medium-sized clothing company in Humen. In the past, even if the company had no orders, it had to maintain production and feed workers, so it accumulated inventory every year. And when clothing enterprises were doing inventory turnover plans, they generally expanded demand, and sold 1 pieces of goods each time, and enterprises had to prepare 2.5 items for inventory turnover. At present, the clothing market is in a slump, and the sales of the company are also greatly affected. The inventory is far beyond the warning line.

There are some small clothing enterprises in order to solve the inventory problem, to set up a booth to sell goods at the price of Chinese cabbage, for such a way of dealing with my heart is unwilling, and its effect is not necessarily good. My idea is to revitalize the stock garments through the Internet marketing, and to drive the overall sales of the company, but the self built e-commerce platform is certainly not very realistic for us. If we rely on the three party platforms such as Taobao, Jingdong and Tmall, low-end clothing will often be filled with fake and shoddy products, the price is very low, while the competition of high-end clothing is very fierce. For the small brands that focus on the quality of clothing but lack the influence, which network marketing methods should we adopt to really activate the stock and take the opportunity to stand out? - Zhao Dehai dolphin members

Adopting network franchise distribution system

Clothing is very suitable for network marketing, has become the first category of electricity supplier. Moreover, when consumers purchase online, Brand concept Weakening than offline, this is an opportunity for clothing brands without strong influence. In order to achieve successful network marketing, enterprises in the case should do four things well:

First, make good product positioning. Product quality is the foundation of enterprise survival. This should be unswerving. At the same time, the product should work hard at cost performance, and be positioned as a brand product with superior quality / price ratio. To this end, we must select and compete with our main competitors and create competitive advantages in terms of product quality.

Second, the construction of official online shopping mall. We must build a brand exclusive shop, which is not afraid of brand and can be accumulated step by step, but it can not be without brand awareness. Creating a well-known online clothing brand is more likely to make a brand than the online offline market. The purpose of building an official online shopping mall is to create a network brand image communication base and play the functions of display, sale and service.

Third, be an online distributor rather than a direct distributor. The development of licensed distributors for professional clothing stores, sharing of products, services and information with distributors, and online direct selling by distributors. Of course, self owned network brand franchise stores can also carry out direct retail business, but they should coordinate sales prices with other Franchised Distributors.

Fourth, formulate a good distribution incentive policy. For example, according to the scale of the purchase price to provide price discounts, according to the scale of sales incentives to provide rebates, encourage network distributors to enter more and more sales.

In short, products should be positioned as the most cost-effective products, which is the most appealable to network distributors. Nowadays, online stores pay great attention to honesty and credit accumulation. As long as the product quality is good and the profit space is large, they will become the first brand.

Jia Changrong, chief consultant of Fisheries marketing consultant in Jilin

　 Create three dimensions network marketing system

It is suggested that the enterprise be divided into four steps:

The first step is to choose the third party platform. The cost of self built platform is too high, so with the help of the flow and mature third party platform, it is necessary to have its own network shop, which is equivalent to the network base or base area. At the beginning, it can choose a platform, and then expand it to other network platforms after being mature and stable.

The second step is to study the similar products of the third party platform. If you choose Taobao, you need to study products similar to Taobao on your own, which will compete directly with you in the future. We should study their location, concepts, prices and copywriters. We can see more about the better sellers in similar brands, study their related information publicity and other successful promotion and service experience, and learn from others' successful experience in fast learning.

The third step is to make clear the positioning of clothing, do well the concept and content. After studying competitors' products and similar best-selling benchmarks, we should combine the understanding of target customers and make clear the brand concept of their clothing, including positioning, brand core values, slogans, etc., and transform these core contents into descriptions of commodities. In the network channel, customers do not buy products before, impress them is your language description. Copywriting should clearly express the USP (unique selling point) of the product.

The fourth step is to form a three-dimensional network marketing system. Relying solely on the third party platform to wait for customers to come to the door, this kind of network marketing is actually of no value. After the third party platform shop has been built, the company needs to expand its network dissemination. We can spread the well designed content through various channels, such as official website, blog, podcast, Baidu post bar, micro-blog, WeChat, forum, community and so on. The purpose is to draw traffic to our online store. The spread of this time mainly expresses three aspects: who I am, what benefits the customers can come to the shop, and how the past customers evaluate our products. In this way, a three-dimensional network marketing system with multiple channels around one core has been established.

Internet marketing is not supported by an online store. What is more important is to define its brand positioning and form a conceptual barrier different from its competitors. Then it can help online stores increase traffic through three-dimensional dissemination, and enhance conversion rate through differentiated demands and customer value based documents. Rong Zhenhuan is the director of management consulting company.

　　 with C2B Pre-sale system to break through high inventory difficulties

The so-called pre-sale mode, in short, is to sample products, display products, collect sales orders and deposit first, then organize development and production, then transport and circulate, and finally achieve terminal sales. This will gradually subvert the traditional way of selling electricity.

From the perspective of apparel retailing, the whole channel inventory is very huge. If in this process, part of the important products will be shifted to some online channels and customized, such as a new product, first proofing, sample clothing, then display, receive orders, organize mass production, and decide by consumers themselves what kind of clothing they produce and how many products they produce. This will greatly change the competitive position of manufacturers in the market and maximize the low inventory. Nowadays, more and more traditional channel businesses want to apply the pre-sale mode to offline channels. Before launching the main line, they will test consumers' response through online pre-sale.

In the long run, if the enterprises in the case adopt the C2B pre-sale mode, one can make consumers get a lower price than simple group buying; two, it can make the product supply, production and marketing chain shorter and faster; three, it can meet the needs of consumers' niche and realize personalized customization and flexible production. Wu Yongyi, director of Xiamen's wise and constant management consultant.