Ten of e-commerce channel brand dress
2010/2011 winter season, this “online stores” will be out of line launch JilSander, Dsquared2, Kris Van Assche, MarcJacobs and Gareth Pug brands. Prior to joining TheCorner.com website a few months will be released in December after Zegna and Zegna Sport series dedicated sales website.
< br /> “now is not the OCS brand, 10 years after being forgotten by consumers,” this sentence is not alarmist. With the popularity of the network, the implementation of electronic payment, smart e-commerce transactions and information technology to strengthen the network, network marketing clothing market growth rate far beyond people imagination, apparel e-commerce has entered into a temporary quick. DM interactive marketing center, according to survey data found that nearly 60% of online shoppers bought clothing online, accounted for all of about a quarter of the amount of online shopping. Taobao, Jingdong Mall, where customers such as e-commerce network marketing is to subvert the traditional logic of brand management, business, or if the cards as usual, it is only slowly eliminated by history.
Ruo ride the tide of Internet e marketing? A group of forward-looking e-commerce companies have begun to test the water as well as network marketing, and a lot of money to obtain the results. DM network of integrated marketing agency brand research center, featuring several well-known sorting clothing company network marketing strategy for the accompanying information, learn, judge.
Today, the Internet has become the most important young consumers learn the channel, the new brands and new products, the importance of the Internet first television advertising in the front row. Where the customer really understand the market, select the network from the start as a market breakthrough in the network of all ads over 60% of ads, this is entirely in line with market needs and cut the necessary elements to carry out marketing.
one, Vancl Eslite: Where the object set off non-mainstream culture
where the object after the bombing and advertising alliances, where the customer over the Internet every corner, has become well-known clothing brands.
membership system, endless use of new media, celebrity endorsements, are commoner price strategy where the customer has won the hearts and minds of customers. In less than a year, has received orders per day up to more than 6000 single, clothing sales is as high as 15,000, with 2008 sales nearing 500 million.
casual Vancel user experience marketing and word of mouth marketing done a good job, experience, price $ 68, 100 day money back guarantee, high-grade fabric, a high level plan quality, efficient logistics and speed the buying process Mobile text alerts, etc., are all off to win a lot of users sought after and word of mouth publicity.
As a result of a large area of ??network marketing, integrated marketing costs are relatively lower, and marketing effectiveness and scale to be far better than traditional media, where the rapid rise and exceed customer ppg. According to Alexa statistics, VANCL flow far beyond the PPG, PV value is 10 times the PPG. “VANCL valuable point is that it is more adept at using the Internet than PPG.”
Second, the sports brand – Li Ning: After 90 for standard, gorgeous upgrade
< br /> 2007 August, LIN Li joined the Li Ning, Li Ning, decided to start doing e-commerce;
2008 April, Taobao Mall Lining Guan online line;
2008 In January, Li Ning, the Ministry of commerce was established;
2008 year, Li Ning, the company incorporated a network of more than 400 stores, total sales reached 200 million yuan;
2010 years, Li Ning, for standard, do the youth market
2009, Li Ning, a unified plan for online store, the shop dedicated to the CI and VI to this system
, we can see Li Ning to enter the field of network marketing pace and ambition. Each push a new product, Li Ning will launch various online marketing channels to promote integration.
2010, Li Ning, and replace the banner slogan, the “80, 90,” happiness of young lovers movement identified as the core principle of the crowd, reshape “90 Li Ning” a new image, and the network hard wide, community, BBS, etc. to integrate word of mouth, his new position will be communicated to the target audience – the 90 groups.
e-commerce, Li Ning has not started blindly open their own B2C official website, but to his first on-line store into an Taobao, while the original Taobao C2C sales Li Ning did not beat him to death at home, but a combination of Internet users shopping habits, wise to take a “first amnesty, after the regulation” approach. At the same time, Li Ning did not take the majority of the clothing brand self-built electronic mall-based network of direct sales, and the choice of outsourcing the network channels, its flagship stores and discount stores Taobao only be regarded as a display platform. Meanwhile, e-commerce segments: the first is the Li Ning brand flagship store, experiencing the task of brand communication to consumers; second category is the category stores. This is the circle with the line, like Li Ningguan online community basketball, women fitness community, which has been an active member of more than 10 million people. Category stores will be more targeted to their launch-related products; third category is the discount. With a relative price advantage, the main sales season products. Three types of stores for different consumer groups, with the line of the system is also one to one.
three, Jack Fox: the credibility of online shopping is a core element of
2010 年 Jack Fox settled Taobao store, since China is the land The first step in trying to e-commerce sales, but also a new attempt, it is a new challenge. Taobao outlets to achieve good sales. After analysis, Jie Fu Alex found: Most of these orders come from the line not covered under the second and third tier cities, which makes Jack Fox realized that online retail sales channels for the expansion and complementary role. Jack Fox products and channels to take the “line line” parallel mode, although this approach can significantly reduce the extent of online sales channels, the impact of the traditional line, but, in order to completely avoid line sales model the impact is impossible. This requires from the company overall business development strategy continues to review its channel model. Mall based referral orders under the franchisee to give rebates, this way, members of the Internet sales channel the attitude of the conflict into a support.
< br /> solve the problem after the B2C, C2C for a lot of online shop, because of their large number, in a sense has become a small B. In this regard, Jack Fox, although not with the signing of a formal licensing agreement, but by supplying products serve and preferential terms, to be close to the command. Currently, the shop has been included in numerous one hundred C2C management system by Jack Fox.
In order to strengthen the unified management, shop sales and improve brand awareness, awareness began to Jack Fox, a network system, integrated marketing, building brand awareness, increase user acceptance.
Jeanswest brand success, thanks to superior product quality and excellent product plans, thanks to 10 years to build the brand image and sales networks. Jeanswest is one of the earliest applications of network marketing a clothing brand. Now, it is established through an exclusive partnership with the Netease Web “leisure kingdom”, the leading casual apparel brand, the success of ground floor to the Internet.
Fourth, casual clothing Jeanswest: Kingdom of leisure trends
“leisure kingdom” between consumers and provide Jeanswest a real-time interactive platform. In the “leisure kingdom”, the consumer can experience the brand philosophy and clothing Jeanswest culture, understand the latest Jeanswest products. You can also exchange the latest leisure trends, planning for clothing, work and put forward their views, the information will be timely feedback to Jeanswest products production and design aspects. When consumers go to buy Jeanswest product, according to their own opinion when you see designer clothes, it will be even greater sense of identity and satisfaction.
Jeanswest “leisure kingdom” strategic positioning, fit the Jeanswest “leading leisure brand” market position, to reflect Jeanswest plenty of casual wear in the field of expertise and authority . Now, as an industry leading brand, brand through television, while on the network also need to establish the brand position. “Leisure kingdom” as a three-dimensional concept of network marketing, network users can quickly take over the user brain to make the brand exclusive.
five Metersbonwe: marriage Audition players get the game
leisure brand Metersbonwe, targeting another 100% of the young fashion groups – “Dance” players. And “Dance,” this online game up to hundreds of thousands of concurrent users, which Metersbonwe terms, expanding the image, enhance the brand and promote sales have more operational space. Since the “Audition” inside the clothes worn by dancing girls show a more realistic compared to QQ, the game is displayed in the three-dimensional clothing, consumers can imagine themselves out of what would be put on a good performance. In reality, the market operation, Metersbonwe more to carry to the online network marketing, consumer as long as the purchase Metersbonwe clothes, the dances can be donated clothing. Then Metersbonwe game belongs to the Dance company rebate. This is a win-win cooperation, both sides have great advantages. Dance to add a mall in the area Metersbonwe can make the players aware of this play Dance acts.
Metersbonwe the one hand, the use of existing taobao, paipai other b2c platform, on the other hand also build their own clothing store on the network, this network constitutes a platform including: network marketing platform, self-advertising platform, the garment industry consulting platform, interactive platform, the platform between the contact, the introduction of commercial instant messaging systems. Between the various platforms to provide support to become a full three-dimensional effective marketing platform. Today Metersbonwe, August 28 last year successfully listed for future development, is still ambitious. Zhou Jian, chairman of the company hopes to raise funds to start B2C market network construction and channel expansion.
six boutique lingerie – Ou Difen: combined product sales model
“always worried consumers to buy personal clothing through the network will produce sub-wear; return and troublesome issues. “Ou Difen online shopping site started to change this situation, because as long as Ou Difen produced, regardless of sales channels, why, we as consumers are satisfied with the primary concerns. “We are most proud of is whether any sales methods, as we have the best serve.”
Ou Difen most exciting feature is the combined product sales model, which also happens to meet the network cost-effective to purchase on the consumer spending habits. Equivalent to the single market, the sales amount, Ou Difen station in all kinds of different styles, but can be a combination of surprise, and the promotion of low cost network marketing characteristics of direct feedback in the selling price, while meeting with this model smart consumer and enjoy the shopping experience two purposes. With the season of transformation, Ou Difen occasional sections of the introduction of intensive goods and all kinds of accessories like fit women, in addition to allow consumers to get smart enough to buy, the more you want to create a relaxing shopping experience, online shopping brand in the hope of the battlefield Direct out bright and lush flowers.
seven drops of children clothing: the militarization of Management
shop online and traditional channels of many contradictions can not be solved: online shop, damage the interests of agents; if the agent will not open open, agents do not open the others will open; prices difficult unified, real to the enemy … … network of sales is imperative, however, the impact is inevitable.
drops of children clothing is currently in Taobao has more than 20 storefronts, which are six agents opened. Agents can open shop, but it must be to the company registration, uniform pricing, unified management. Agent will be reward and punishment or entity. The agent, the unified management of the advantage is obvious: head office will provide agents pictures, and give more support for replacement of goods and transfer, to enjoy the company offers a unified service.
drops of solution of conflicts of interest of regional agents another way, is the implementation of regional protection on the network, according to cross into the distribution of profits to improve the agency initiative. Such as Nanjing, customers, agents to open shop in Beijing to buy the product, then the profit agency owned by Nanjing, Beijing agents to provide services the proportional share.
now has 365 network drops an online mall to open outlets in different regions of the customers in the company official online shop to buy the product, the region is also the agent for profits.
eight (http://www.flowerscoming.com/indexshop.html), GAINREEL underwear: never closing of the firm
2008 年初, GAINREEL first Zhang Xiang since the formation of e-commerce marketing center, under the brand planning department, customer service, logistics and packaging department, service department. In April 2008, GAINREEL catch the first class of shuttle Taobao Mall, began to advance the development of the deep zone. Taobao Mall is designed for enterprise business communications platform to create exclusive brands, so the brand can also be coming together a lot of popularity in a short time, “never closing the” no time limit feature also just to meet GAINREEL target consumer group spending habits .
the growth of the Internet channel performance is not the same as with traditional channels, is difficult to predict the, GAINREEL rapid growth apparently exceeded the expectations Zhang Xiang, a significant customer service staff can not keep up the performance of reserve growth. To solve this problem, Zhang Xiang-scale mining will maintain customer service results in immediate need to double the staff. More than half of that reserve personnel who are first handled sales of complaints, for regular visits, organize customer database. This work is invisible, not immediately reflect the value, but it is necessary to build the brand matters.
nine, black socks (BlackSocks): send timing, loop charges
BlackSocks this particular shop, it has the following three very interesting:
First, black socks chose a low cost of sending the product: This truth is like Mask, flower seeds, like, as socks similar to the paper, not heavy, little space, so you can easily BlackSocks in general the usual way of letter, sent to the client home these socks.
Second, it can first get the cash, driving down the price: If BlackSocks most customers are first-year pre-paid monthly fee, then they can get three to four times the cash advance the money can flow easily for use as a large number of set socks, get the cheapest cost.
Third, the goods do not need too many items, but also covers all your needs: BlackSocks selected merchandise (black socks), is no suit; will buy the consumption of this black socks who had not to pay attention to its color. This allows BlackSocks than others opened shop open shop also easy.
BlackSocks timing is the essence of a successful send, recycling fee business model, and the product itself extremely well-placed to facilitate online sales. Especially for the early entrepreneurs, this model can minimize risk, and also allows you to “penniless, while playing with the suppliers rice war ”
ten, Ermenegildo Zegna (Zegna): Online department store
Yoox founder Maerkaidi luxury brand, said:” luxury brand shelter network marketing ranks, which in the previous view was a myth, because they believe that network marketing is too low, but now seems the opposite. “
Z Zegna Group, the Italian luxury men brand end of this selection TheCorner . com cooperation, into the online sales market. The site exclusively through personalized mini-stores selling high-end “brand of avant-garde.” Yoox Group two years ago by the design TheCorner website has has introduced Armani, Valentino, Emilio Pucci, Moschino and RobertoCavalli brands shop.
