Special Network Of Clothing Marketing

The price difference between apparel products online and offline is not obvious, so the phenomenon of price transfer is almost rare. However, for clothing enterprises, because the offline shopping experience is irreplaceable on the line, the industry is dedicated to the operation of the network, more out of the reason for the solution of the channel conflict. However, in order to successfully operate the textile apparel marketing network dedicated mode, we need to further study the needs of Internet users. This is the tradition. Clothing brand The most important homework required is tutorial.

　　 Avoid dealer's "revolution"

Traditional clothing and clothing brands began to pay attention to e-commerce. In the past 3 years or so, the traditional clothing brand has found the key to cut into the Internet channel after experiencing the pains of innovation. The clothing brand that has taken a closer step has also clarified the management structure of the online and offline channels. In 2012, the traditional textile and garment enterprises obviously accelerated the process of touch net, and their product strategy started from the "network only supply".

　　 The key to the supply chain is the design side.

The key to the supply chain involved in the network is not in the manufacturing end, but in the development and design side. In depth study of the needs of Internet users will be the most important homework for traditional fashion brands.

　　 Trouble of channel conflict

When the channel conflict can not be effectively alleviated, some traditional clothing brands take the solution. Dedicated network Paragraph.

It is understood that there are two ways for textile and apparel marketing network: one is to build a sub garment brand online, the other is to use the same clothing brand online and offline, but the products sold are different from those under the line. For example, in the Tmall flagship store of seven wolves, we can see a number of products developed for online consumers.

However, it is a time-consuming and arduous task to re create a clothing brand online, and it is only dedicated to the online industry. Therefore, most clothing brands take a multi legged walk. For example, BELLE adopts the following methods: both online clothing brands, cable products, and Internet products. For products that are synchronized with the same line, the same price strategy is generally adopted; while those with the same line but different seasons, discount strategies are adopted; for online contributions, the pricing strategy is more suitable for users' psychological expectations.

For China's strong garment manufacturing capability, the online mode of supply is not a difficult problem from the supply chain perspective, it only needs to produce different products on the original production line. But the key question is: what kind of products will be produced, and the network contributions must be in line with the aesthetic and preferences of network users. From this perspective, the key to the supply chain involved in the network is not in the manufacturing end, but in the development and design side. Therefore, in the future, in-depth study of the needs of Internet users will be the most important homework for traditional fashion brands.

Clothing and textile products Marketing Encountered the most intense channel conflict, mainly because of the majority of traditional clothing brand line agent distribution mode.