Marketing model of clothing industry

With the development of science and technology, the marketing plan has also changed. As an important basis for decision-making, marketing plan has been paid more and more attention. To this end, I will sort out the marketing model of the clothing industry for everyone. Please refer to.

Marketing Model of Clothing Industry (1)

I. Types of clothing promotion plans

With the different purposes of clothing promotion, there are several different types of clothing promotion schemes.

(A) the annual clothing promotion plan

Generally speaking, in order to create the atmosphere and dynamic of the store, we should plan the annual clothing promotion plan on the basis of the annual plan, focusing on the following points:

1, combined with the marketing strategy of that year.

Specialty stores have the closest contact with consumers, and the relationship between companies and consumers depends on the presentation of marketing communication strategies. Launching marketing strategies with different themes every year can more actively establish consumers' recognition of brand image. Therefore, the annual clothing promotion plan combined with marketing strategy will make the brand image stronger and consumers' goodwill towards the brand will increase. At the same time, the combination of marketing strategies can also make the use of resources more concentrated and have lasting benefits. For example, what is the theme of the annual marketing communication strategy of a casual clothing store? Community life partner? The clothing promotion activities held are mainly aimed at the community, showing concern for the community and belief in living together, so they are held? Community leisure competition? Clothing promotion activities will unite community feelings and increase the goodwill of community consumers to our store.

2. Consider the performance gap in off-peak season.

Almost any brand will have the characteristics of seasonal trend, and its performance will change to varying degrees. Therefore, this feature should be taken into account in the annual business plan. Of course, the planning of clothing promotion activities must take into account the influence of off-season. In addition to delaying the decline in performance, clothing promotion activities in off-season can also try to increase the awareness of brand image through visual clothing promotion activities. Due to the fierce competition in the peak season, clothing promotion activities are usually aimed at achieving performance.

3. Integration of seasonal characteristics

Festivals include national holidays and non-national holidays. National holidays, such as National Day, non-national holidays, such as Valentine's Day, Mother's Day, Father's Day, etc. In addition, the traditional festivals in China can not be ignored.

4. Annual clothing promotion calendar

The annual clothing promotion calendar takes the annual marketing plan as the strategic starting point and expresses the annual clothing promotion activities in the form of a calendar. The purpose is to make brands fully grasp the key points of annual clothing promotion activities from a strategic perspective, and at the same time plan clothing promotion activities with integrated marketing strategies.

(2) Theme clothing promotion plan

The so-called thematic clothing promotion scheme refers to the clothing promotion scheme with a specific purpose or project, which is most commonly used in occasions such as opening stores, anniversaries, social events and business circle activities.

1, open a shop

The opening of the store represents the development of new access points and the extension of service areas, which is a major event of the store. How many customers can be attracted during the opening period will affect the performance of the store in the future. Therefore, clothing promotion activities are usually arranged during the opening of the store to attract people and stimulate the desire to buy. The operation of the store depends on the maintenance of customers, so customer information is very important. Therefore, the clothing promotion activities during the opening period have to be paid more attention here. We might as well use the opening clothing promotion to leave customer information as the basis for future business circle training.

2. anniversary celebration

Since the store has been opened, there is of course an anniversary, so the clothing promotion activities of the anniversary have become the most frequently hyped topic at present. Although there are anniversaries every year, if we can add more creativity and snacks, we can still get out of the rigid model and create new topics.

3. Social specific events

In addition to sales, specialty stores are also information circulation centers on another level. Therefore, a specialty store must always be sensitive to social events, and it can be used as a topic of small talk when contacting customers at ordinary times, so as to draw closer to each other and build up feelings. When the incident happens, you can also hold clothing promotion activities, which means that enterprises care about society and stimulate purchases to improve their performance.

4. Business circle activities

The operation of retail stores is regional, and the mastery of customers in business circles is the most fundamental way. Although chain stores have the scale benefits of many stores, they cannot do without the basic actions of business circle cultivation, so business circle activities will inevitably become the focus of future regional operations.

(C) clothing promotion plan to make up for the performance gap

Performance is the most important channel for exclusive stores to maintain profit sources, and it also represents the market share of brands under competition. What business people do every day is to ensure the achievement of performance. Therefore, warning points should be set monthly, weekly or daily. If early warning points are found, clothing promotion activities should be used to make up for the performance gap. In order to achieve the goal effectively and accurately, what should be set on weekdays? Clothing promotion question bank? In case there is a situation that can come in handy. As for the establishment standard of early warning points, it will be different due to the characteristics of various formats and specialty stores, so we may wish to take the normal performance trend in the past as a reference value; The cumulative performance of a store at 6 pm that day is usually 60% of that day's performance. And so on, based on the characteristics of specialty stores, establishing the reference value of early warning points is of great help to the achievement of performance. Of course, the establishment of early warning points cannot be static, and various factors at each time must be considered at any time to meet the benefits at that time.

(D) antagonistic clothing promotion plan

The operation itself is dynamic. In the fierce market competition, specialty stores should be ready to accept challenges at any time. Due to the prosperity of chain stores, the acceleration of competition can be expected. Consumers have long been shrouded in the temptation of clothing promotion. Our competitors' clothing promotion activities are likely to drain our customers and lead to a decline in performance. Therefore, the necessary antagonistic clothing promotion activities have emerged. Because antagonistic clothing promotion activities are usually urgent, the available time is short. If it can be established on weekdays? Clothing promotion question bank? In the face of strain, it can be used immediately.

Second, the clothing promotion plan

After the above strategic thinking, the next step is to draw up a clothing promotion plan, including the following:

(1) target audience

Clothing promotion activities held only for a certain type of consumers in order to formulate the most suitable clothing promotion methods.

(2) Theme

The theme setting must be creative and topical. If you can create oral English or advertising language, you can have both advertising effects.

(3) Incentive measures

Incentive refers to the part that consumers get, such as gifts and discounts. The size of the incentive should not only consider the acceptance of consumers, but also consider the burden of enterprise costs.

(4) Participation conditions

The participation condition is to define which consumers can participate and how to participate in this clothing promotion, for example, 300 yuan can participate in the lucky draw when the purchase amount is over.

(5) during the activity.

Activity cycle refers to the setting of clothing promotion cycle, which is determined according to past experience and consumer behavior characteristics.

(6) the use of media

By means of media, the information of clothing promotion is conveyed to consumers through information transmission channels. Because whether the information is conveyed to consumers accurately and immediately will have a considerable impact on the number of visitors during the clothing promotion period, it is necessary to carefully evaluate and select the media.

Marketing Model of Clothing Industry (2)

At present, there is no clothing brand with "gold" as its selling point in Shandong and even the whole country. In the sales process, the unique 18K gold button should be the main publicity point to highlight the brand personality. In the clothing market with many major brands, it is difficult for this brand's personality to be cloned by other enterprises in a short time. Therefore, it can be predicted that Golden Button will occupy an exclusive position in the clothing market for a period of time. It is rare to see competitors of the same kind. This has created more relaxed conditions for the early start of the golden button clothing.

Target Consumers and Market Positioning of Products The main target consumers of Golden Button are upper-class people with higher incomes, including officials of government, procuratorate, court and judicial departments, staff of industry and commerce, taxation and law firms, and senior managers of real estate, engineering departments, medical devices and other enterprises. The positioning of golden button products should be a symbol of wealth, status and status, and at the same time be elegant and classical. Through marketing, when our consumers wear gold buttons, others will naturally think of noble identity and status when they see the clothing brand, which will make the wearer feel as proud as wearing gold ornaments.

marketing strategy

Through strong advertising, we can expand the market smoothly, accurately locate the high-end market and highlight the product characteristics. Pay attention to the main consumer groups of products. Establish first-class channels, so that products can enter the hands of consumers conveniently and at low cost.

Product strategy

As a high-end clothing market product, golden buttons should not only pay attention to their own quality, but also pay attention to the first-class after-sales service of product packaging. Every consumer will have an idea that the better the packaging, the better the product. The packaging of seat gold button clothing is different from that of other T-shirts and shirt brands on the market, and it is not possible to simply use rough packaging made of ordinary paper or plastic, which will reduce the value of the product in the hearts of consumers. It is best to use high-grade cardboard or wooden packaging, and mark the brand of the product in a prominent position in the packaging to establish the product image. At the same time, through the packaging, you should be able to see the 18K gold buttons on the clothing, which will improve consumers' intuitive cognition.

after service

It is very important for the sales of any kind of products. Sellers should establish a perfect after-sales service mechanism, number each piece of clothing and record consumer information. And take the initiative to contact consumers in the second week and the second month after sale to solicit opinions and suggestions. Make consumers have absolute trust in the brand, and urge consumers and their relatives and friends to think of gold button clothing first when buying similar products.

price strategies

Because the product uses 18K gold as the button material, it is doomed that the gold button clothing will be a high-priced clothing. But we can take this high price as a way of publicity and one of the main signs that this product is different from other similar products.

In view of the spending power of target consumers, most of them don't care about the small fluctuation of product prices at such a high price, so there is no need to take frequent small price reduction or discount measures. Product prices should be fixed, highlighting the standardization and professionalism of the company. By adopting the simplest first-level sales channel-manufacturer-seller-consumer, the participation of middlemen is reduced, so that products can reach consumers more simply and quickly.

At the initial stage of product sales

Adopt the standard brand store model to build brand awareness among the public and accept telephone or fax orders at the same time. With the expansion of business, you can set up regional agents. Before the standard store opens, we should pay attention to the training of sales staff. In the sales of clothing industry, it is very important for salespeople to explain to consumers. We should let the sales staff know the characteristics of Golden Button products, so as to ensure that consumers can accurately obtain the information of enterprises and products.

Clarify the reward mechanism of the seller.

If it exceeds a certain amount, it will be rewarded in proportion, so that personal interests and company interests can be linked and enthusiasm can be improved. Advertising should be based on the principle of obeying the company's overall publicity strategy and establishing product image and company image. Advertising should pay attention to two aspects: one is to put on the products with gold buttons on them, and the other is to recruit agents all over the world. When selecting products, we should highlight the characteristics of high gold content in products. The media should make use of Qilu Evening News and Jinan Times, which have a large circulation in Jinan, to carry out a lot of publicity before and after the opening of standard stores, and at the same time pay attention to the advertisements of magazines and media such as fashion and cars that white-collar workers often watch.

Marketing Model of Clothing Industry (3)

Some friends who are doing e-commerce talked to the author about the promotion methods of several major e-commerce platforms at present, which means this. Compared with the giants, although everyone's promotion methods are the same, we are under pressure as a small e-commerce company with the other party's media resources or advertisements on major platforms, but the author believes that this e-commerce company developed in the vertical field has gained another advantage, that is, users are more accurate, but this business is not big.

The above aspects are the problems we can see at present. Therefore, judging from the current e-commerce promotion of Double Twelve, the promotion methods of big e-commerce need further dissection and reference. This paper mainly analyzes the promotion scheme of Double Twelve, which is mainly based on Sendong. Take com as an example.

First of all, centralized brand promotion has increased the influence of the platform.

1. Selecting top domestic brands for category cooperation and controlling the number of users for promotion can drive the sales of other products.

2, the main product and other auxiliary collocation, such as shoes and socks collocation, increase customer orders.

3. After the brand is selected, targeted copywriting promotion is needed. By sending the main products directly to consumers, it can promote sales.

Second, the strategy of free collection or red envelope reward

Free is a business model. 360 wins the benefits of online advertising through free strategy, Tencent wins users through free strategy, and then launches products according to users' attributes. So free seems to be an eternal business model, because this model can attract consumers' attention most, and e-commerce can also use this method in promotion. For example, Tmall's various red envelopes and gifts are based on this.

Analysis example Sendong. The promotion mode of this Double Twelve is also like this, for example:

Scheme 1: 3 yuan cash, delivered immediately after registration.

Option 2: Full-time delivery 100, with unlimited audience.

Option 3: Full audience 1 discount, ultra-low price 12.

Scheme 4: Free delivery of 10 products, hosts, websites and software.

The above three schemes have almost all related cases except the first one in the Double Eleven. These three schemes are based on the following considerations. On the one hand, how to get more users, for example, a user just wants to buy something and suddenly sees how much money registration can save, thus stimulating him to register.

On the other hand, it is aimed at small and medium-sized users, whose purchasing power is not very large, so how much freight is reduced and how much is given is a common concern, and users in this area are the most.

Finally, the full-court discount refers to the 50% discount promotion of Tmall mainstream, including the sales model of Vipshop mentioned above, which is also aimed at a certain product, so these three schemes are cyclical and targeted.

As can be seen from the above three marketing schemes, there are various promotion methods. From the marketing point of view, several common methods are mainly adopted. At present, e-commerce promotion has become a common way. In order to get more orders and develop more customers, various creative schemes appear.

The above crazy promotion modes are all common circulation modes. By grasping the psychology of paying more for disinfection and getting more gifts, we will constantly improve the winning conditions.

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