Model of clothing store network marketing plan book

Marketing is about strategy, especially clothing. Without a good marketing strategy, the marketing effect will not be achieved, and the bamboo basket will draw water with a sieve. The following is the "clothing store network marketing plan book model" I compiled for you, for reference only, welcome to read.

Whether it is a large enterprise with a huge traditional clothing marketing channel or a clothing brand in the early stage of growth, e-commerce is one of the necessary strategies for enterprises with broad market prospects and full of opportunities.

First, the difficulties faced by clothing business owners

The market brand competition is fierce, the profit rate is declining, the demand for small batch and multi-variety production is increasing, the cost is rising, the pressure to shorten the inventory cycle is increasing, the traditional market access threshold is increasing, the domestic brand clothing is growing day by day, and the market competition is becoming increasingly fierce; Under the double squeeze of competition and cost, the average profit rate of many clothing manufacturers has declined; The demand of end consumers is constantly subdivided, and the demand for small batch and multi-variety production is increasing. At the same time, consumers' requirements for quality, style, design and production cycle are also constantly improving; Increasing the cost of raw materials, means of production and channels and shortening the inventory cycle have become one of the first problems to be solved in cost control. The market competition is fierce, and factors such as scale effect and brand building cost further improve the entry threshold of the traditional clothing industry market.

Second, the clothing industry to carry out the fundamental purpose of e-commerce

The informatization construction of clothing industry has always been concerned by business owners. ERP, supply chain management system and various inventory management systems have played an extremely important role in coordinating the allocation of internal and external resources and saving enterprise costs. Kyle website optimization believes that when the development of the Internet directly affects our life and daily purchase behavior, e-commerce is booming. Different from the goal of early information construction, the fundamental purpose of online marketing e-commerce in clothing industry lies in the following four aspects:

1. The online channel realizes and promotes the sales of clothing products, accelerates the market share of online marketing, thereby enhancing the brand influence of traditional markets and catalyzing the overall market share;

2. Establish a marketing model that minimizes intermediate channels and reduces channel costs;

3. Strengthen the contact between manufacturers and consumers, obtain real-time market information, and then quickly respond to market information in the design and production process according to feedback, shortening the design, production and inventory cycle;

4. Bypassing the huge threshold of input of production materials and channel development, cut into the clothing field with low cost and short cycle e-commerce mode.

Third, several core points

How to choose, design, develop and import the e-commerce platform of network marketing, and take the first step of network marketing? How to integrate the sales data of e-commerce platform with enterprise ERP and SCM through effective information and data exchange, improve efficiency, save costs and integrate the application of enterprise resources? How to increase sales through network marketing, realize effective customer relationship management and shape corporate brand?

Fourth, the main functional requirements and implementation of the platform

E-commerce platform in clothing industry covers Internet application technology, network security and system security technology, database and application integration technology. Platform construction must be seamlessly connected with back-end systems such as enterprise ERP, and network marketing should be fully considered. E-commerce platform for online marketing in clothing industry is an operating platform integrating product sales, product management, market and sales information entry, data statistical analysis, online marketing promotion, customer relationship management and other functional modules.

Clothing store network marketing model planning book 2 1. Positioning of goods sold by stores

Korean fashion women's wear is mainly knitted tops.

Second, the store decoration style

Noble and elegant decoration style, the color of the store is mainly brown, supplemented by beige, and the decoration materials are mainly fiber, which reflects the beauty and curve of the buyer (female) and attracts customers into the store.

Third, the staffing of the store.

Two or three shopping guides are required to have strong clothing matching ability, understand the fabric and production of clothing, and work conscientiously and responsibly. Cheerful and generous personality, strong affinity, strong language binding ability, can provide customers with good dress suggestions.

Fourth, the content design of the promotion plan

Promotion is a great weapon in the operation of clothing industry, which can not only promote the increase of sales, but also help to enhance the image of the store and establish long-term cooperative relations with customers. Combined with the survey results, we found that the opening time of First Avenue was not long, the passenger flow was not high, and there were not many customers shopping in Laifuer. We decided to lock the promotion group into our classmates and teachers, the school staff are concentrated, and the age is in line with the shopping group of First Avenue. The goods of First Avenue also meet the purchasing needs and purchasing power of students and teachers. We have taken the following promotional activities.

1. Publish a report on our website to publicize our competition activities, let more students know about our competition, and attract more students from our school to buy goods in our store.

2. Put up posters in two campuses of our college before the official competition on 23rd, so as to further increase the influence of the competition on our college students, and indicate on the posters that you can enjoy preferential treatment if you hold our college student ID card, hoping to get the support of our college students to the greatest extent.

3. Before the competition, we will give lectures on our competition activities to teachers of various departments in two campuses, and issue vip cards to teachers of our school to make them our key customers.

4. From 23rd to 28th, during the competition every day, half-hour vouchers (10 yuan, 20 yuan, 30 yuan) will be distributed to the first floor of Fu every morning and afternoon to lead people to the store for consumption. Put up pop posters in the store to attract scattered customers to our store to buy goods to the maximum extent.

We left a credit card for each customer during the investigation and welcome them to buy clothes in our store during the activity.

6. We put up the logo of the clothing store, and each hanger has a logo designed and made by us. Shopping bags are carefully prepared for customers, and sealed with logo after each sale, so that customers can remember this activity organized by our changeyou clothing store and "First Avenue". Let the consumers who enter the store leave a deep brand impression, and let the potential consumers who don't enter the store see our mobile brand promotion.

7. Induced consumption refers to what consumers get, such as gifts and discounts. There are still many people who are greedy and cheap. Grasp the psychology of these people and help you do a good job in promotion. At Christmas, we carefully prepared small gifts for all consumers who entered the store to promote their consumption desire, and designed and arranged a special clothing area, taking the route of small profits but quick turnover.

Clothing store network marketing planning model Volume III (1) The purpose of clothing product marketing planning

It is necessary to establish a clear view on the goals and objectives of the marketing planning of this clothing product (such as: improving market share; Expand product awareness; Set up a good image of scale, high quality, professionalism and service), as the driving force for the implementation of this plan or emphasize the significance of its implementation, so as to require all employees to unify their thinking and coordinate their actions, and Qi Xin will work together to ensure the high-quality completion of the plan.

There are many problems in enterprise marketing, but in a word, there are only six aspects:

At the beginning of business, there is no systematic marketing strategy, so it is necessary to plan the marketing scheme of clothing products according to market characteristics.

With the development of enterprises, the original marketing scheme has not adapted to the new situation, so it is necessary to redesign a new marketing scheme for clothing products.

Enterprises need to adjust their marketing strategies accordingly and reform their business direction.

The original marketing plan of the enterprise is seriously wrong and can no longer be used as the marketing plan of the enterprise.

The market situation has changed, and the original distribution scheme has not adapted to the changed market.

Under the general marketing plan, enterprises need to design new phased plans in different time periods according to market characteristics and market changes.

For example, firstly, it is emphasized that "the marketing of clothing products is not only the marketing of an ordinary product of the company", and then it is explained that the success or failure of clothing product marketing is very important for the company's long-term and short-term interests to influence the Great Wall series, requiring all levels of personnel and departments of the company to reach a * * * understanding and complete the task well, making the goal direction of the whole scheme very clear and prominent.

(B) Analysis of the current marketing environment of clothing products.

Have a clear understanding of the market, competition and macro environment of similar products. It provides a basis for formulating corresponding marketing strategies and adopting correct marketing methods. "Know yourself and know yourself", so this part needs planners to know more about the market. This part mainly analyzes:

1, market status and market prospect analysis

① Marketability, actual market and potential market conditions of products.

(2) Market growth, which stage of the market life cycle the product is currently in. What is the marketing focus of product companies in different market stages, the effect of corresponding marketing strategies, and the impact of demand changes on product markets.

Consumer acceptance, which requires planners to use their own information to analyze the development prospects of the product market.

2. Analyze the influencing factors of product market.

This paper mainly analyzes the uncontrollable factors that affect the product, such as macro-environment, political environment and residents' economic conditions, such as consumer income level, consumption structure change and consumption psychology. Marketing planning of some products (such as computers and household appliances). ) Those who are greatly influenced by technological development also need to consider the influence of technological development trends.

(c) Analysis of market opportunities and problems

The marketing planning of clothing products is the grasp of market opportunities and the application of strategies, so the analysis of market opportunities has become the key to the marketing planning of clothing products. Only by finding the right market opportunity, planning is half the battle.

1. Analyze the marketing status of clothing products.

The specific problems existing in general marketing are manifested in many aspects:

The company's reputation is not high, and its poor image affects product sales.

The quality of clothing products is not up to standard, and their functions are incomplete, so they are left out by consumers.

The packaging of clothing products is too poor to arouse consumers' interest in buying.

Improper price positioning of clothing products.

Poor sales channels or wrong channel selection hinder sales.

Promotion means are useless, and consumers don't understand the products of enterprises.

Poor service quality makes consumers dissatisfied.

Insufficient after-sales protection and worries of consumers after purchase may be problems in marketing.

2. Analyze the advantages and disadvantages according to the product characteristics.

Discover the disadvantages from the problems to be overcome, the opportunities from the advantages, and explore its market potential. Analyze the characteristics of each target market or consumer group, segment the market, try to meet different consumer needs, focus on major consumer groups, find out the gap with competitors, and make good use of market opportunities.

(D) clothing product marketing objectives

The marketing goal is the specific goal that the company will achieve on the basis of the above objectives and tasks, that is, in the process of implementing the marketing planning scheme of clothing products, it will achieve the economic benefit goal: the total sales volume is xx million pieces, the estimated gross profit is xx million yuan, and the market share is xx. Through market analysis, find out market opportunities, refine their own advantages and determine sales targets. For example, the target market: industry sales (profit and stable market), supplemented by channel sales (increasing visibility and expanding market share); Industry mainly refers to the target customers with a certain procurement scale, such as mining, transportation, construction, fire protection, manufacturing, factories and so on. Channel sales mainly refer to county-level franchisees or agents.

(E) Clothing product marketing strategy

1, Marketing Purpose of Clothing Products

General enterprises can pay attention to the following aspects:

Expand the market smoothly with a strong advertising offensive, accurately locate products, highlight product characteristics, and adopt differentiated marketing strategies.

Pay attention to the main consumer groups of clothing products.

Establish a wide range of sales channels and continuously expand sales areas.

2. Clothing product strategy

Through the analysis of the opportunities and problems in the early product market, this paper puts forward reasonable product strategy suggestions, forms an effective 4P combination and achieves the best results.

1) Clothing product positioning

The key to product market positioning is to find the vacancy in customers' hearts and let the products start the market quickly.

2) Quality function scheme of clothing products

Product quality is the market life of products. Enterprises should have a perfect product quality assurance system.

3) Brand of clothing products

In order to form a certain popularity and reputation and establish a well-known brand in the minds of consumers, we must have a strong sense of brand-name clothing products.

4) Clothing product packaging

As the first impression of products to consumers, packaging needs a packaging strategy that can cater to consumers' satisfaction.

5) Clothing products and services

Attention should be paid to the improvement and improvement of product service mode and service quality in planning.

3. Price strategy

Only a few general principles are emphasized here:

Enlarge the price difference between wholesale and retail and mobilize the enthusiasm of wholesalers and middlemen.

Give appropriate discounts and encourage more purchases.

Based on cost, with the price of similar products as reference. Make the product price more competitive. If enterprises take the price of clothing products as their marketing advantage, they should pay more attention to the formulation of price strategy.

4. Sales channels

What are the sales channels of clothing products at present? What are the plans for the expansion of sales channels? Take some practical policies to encourage the sales enthusiasm of middlemen and agents or formulate appropriate incentive policies.

Step 5 advertise

1) principle

(1) Obey the company's overall marketing strategy, establish the product image, and at the same time pay attention to establishing the image of the company's clothing product development planning.

(2) Long-term: the individuality of advertising products should not be changed, but should be multifunctional. Consumers will not know about the products, but they will make their old customers feel strange. Therefore, it is necessary to put consistent advertisements in a certain period of time.

③ Summary: While choosing diversified advertising media, we should pay attention to the ways with good publicity effect.

(4) Cooperate with regular promotion activities from time to time, seize the appropriate opportunity, and carry out them flexibly at the right time, such as major holidays and commemorative activities of the company.

2) The implementation steps can be carried out in the following ways.

(1) product image advertising in the early planning period.

(2) After the sale, timely launch the advertisement of wanted agent.

(3) put promotional advertisements before holidays and major events.

④ Seize the opportunity to conduct public relations activities and reach out to consumers.

⑤ Make active use of news media, be good at creating and using news events, and improve the popularity of enterprise products.

6, clothing product marketing specific action plan

According to the characteristics of each time period in the planning period, various specific action plans are put forward. The action plan should be detailed, comprehensive, operational and flexible. We should also consider the cost, do what we can, and try our best to achieve good results at a lower cost. Pay special attention to the marketing focus of seasonal products in off-season and peak season, and seize the marketing advantage in peak season.

(six) the cost budget of the clothing product planning scheme

This part records the cost input in the whole marketing scheme promotion process, including the total cost, stage cost and project cost in the marketing process of clothing products. The principle is to obtain the best effect with less input.

(VII) Sales growth forecast and benefit analysis

This part analyzes the benefits of the marketing action plan, including the sales growth, profit and income analysis, cash flow analysis and return on investment of clothing products in the next 1-5 years after marketing.

(8) Adjustment of the marketing plan of clothing products.

This part is a supplementary part of the clothing product planning scheme. During the implementation of the plan, there may be places that are not suitable for the actual situation, so the plan must be adjusted in time according to the feedback from the market at any time.