On "Three High One Low" Strategy Of Clothing Brand Marketing

In 2008, the clothing retailing industry was disappearing. However, due to the impact of the economic crisis, many clothing brands had achieved a breakthrough in sales volume through low discount, but the profits had not improved.

Brand price positioning will be critical in the next few years.

After the cold winter, how to achieve a win-win situation between the profits and brands will be the urgent problem for many clothing brands to consider.

At the beginning of the economic crisis and cold current invasion, many people realized that a good time to use the network platform for brand development is coming.

As a pioneer of clothing business innovation, PPG, VANCL as the representative of light assets and heavy channel companies quickly recognized by consumers as the professional background of clothing, while Taobao, pat and other professional shopping websites already have stable consumer groups, and have unique advantages in the expansion of garment channels. At the same time, Lining, Giordano, news birds, seven wolves, Metersbonwe and other traditional clothing giants have entered the retail market by way of cooperation and self built channels to help the clothing online shopping market continue to heat up.

What is the core of online shopping strategy?

The biggest temptation of online shopping is low price.

Because the risk of online shopping is higher than the purchase of stores, consumers of online shopping pay more attention to the credibility of online sellers than the value of products and brands valued by stores.

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The rapid rise and rapid fall of PPG has made the industry realize that the strategy of light assets management of garment B2C is not strategically wrong, but because of the low threshold of the industry, the price war is inevitable.

Whether the operation can be a benign operation cycle depends on whether the brand is strong or not.

If the online clothing brand wants to get the recognition of the mainstream target users, we must work hard on user experience.

Clothing itself is a commodity with strong consumer experience, and every consumer has different requirements for clothing.

Clothing B2C enterprises should provide the best products and services on the basis of understanding the needs of users, so that consumers can buy and experience products in a convenient way, and gradually establish the recognition and trust of the brand, and turn them into loyal consumers of the brand.

This process of gradual development and accumulation of rivers is the source of sales, and every garment B2C enterprise should really attach importance to it.

For those enterprises that do not have the experience of promoting Internet business, in terms of the current domestic environment, the combination of garment agents and offline lines will achieve better results, and franchisees can also sell their stocks and seasonal clothing on the Internet.

Retailers (wholesale / retail) purchase can sit at home, search their own information through the information network, understand the information of goods, and check the sample objects at local service stations to get more information. Satisfactory products can be ordered online and delivered to the door by the other side.

While selling, sellers can sell goods at low cost by promoting their self built websites, and attract a number of end retailers or consumers.