New Marketing Mode Of Underwear Industry
< p > < < a href= "http:// underwear industry's new marketing mode > electricity market < /a > competition is really too intense.
When the reporter put forward an interview, the manager of a lingerie brand sighed repeatedly.
Over the past two years, online sales and fast fashion are undoubtedly the hot pursuit of underwear enterprises. Among them, online sales have become an irresistible trend. For the traditional sales channels and brand manufacturers that are impacted, better integration with online sales is obviously easier than the introduction of new marketing models.
In 2013, in the underwear industry, the traditional production channels with high inventory pressure and the pressure of sales growth have become the trend of the traditional channels. However, how to make good use of online resources to solve the offline problems and realize the information sharing between online sales and offline inventory is also an important topic for underwear production and marketing enterprises in 2013.
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< p > < strong > fusion is the trend of the times < /strong > /p >
< p > in recent interviews of underwear exhibitions, the reporter concluded from most of the a href= "http://sjfzxm.com/news/index_f.asp" > underwear < /a > business executives' words: enterprises that do not enter e-commerce will lose their future. Enterprises without considering e-commerce will have no future. Only when they enter e-commerce can they become the overlord of channel expansion.
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< p > in addition, with the change of people's consumption concept, underwear consumption has begun to move from randomness to branding, and more consumers will change to the habit of buying cheap underwear at high prices in the shopping mall, instead of wearing underwear products in online underwear stores.
In the view of most lingerie enterprises, the market space of online underwear is huge. Online and offline marketing channels have become the trend of the times, because the integration of online stores and online channels has dual functions of consumer experience and brand promotion. On the one hand, it also enables brands to reach more consumers in different channels and strengthen the influence of brands on consumers.
More and more underwear enterprises also regard online sales as a way to increase revenue and reduce expenditure and expand marketing channels. In their view, whether they are knitted, underwear or other industries, they will encounter problems of homogenization, low gross margin and high inventory.
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< p > < strong > enhance brand and consumer experience < /strong > /p >
< p > marketing experts point out that when coffee is packaged as "commodity", a cup can be sold for ten or twenty yuan. When it is added to the "service" and sold in a coffee shop, a cup will cost at least tens of yuan to nearly 100 yuan. But if you can make coffee a sweet and pleasant experience, one cup can be sold for hundreds or even more.
At present, underwear products sales are no longer a separate commodity underwear itself, but through selling underwear itself to bring consumers a variety of experience.
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< p > underwear products are different from garments. The experience of consumers is more important in the purchase process.
How to provide consumers with some "stimulation" in the process of buying underwear, create opportunities to communicate with customers, touch consumers' inner feelings and emotions, attract consumers through the experience process, and strive for consumers' cognition and identity, so that the "buying process" can become an interesting, knowledge-based, and excellent communication opportunity for brands to communicate with customers.
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< p > < strong > personalized customization will become bright spot < /strong > /p >
< p > "online sales is an extension of physical sales, which is behind the fundamental role of brand.
If the brand is well known, customers will naturally search for your products on the Internet.
A brand underwear dealer from Shenzhen said, "the reason why underwear sales online is good is that Shenzhen's underwear brand develops faster than other regions."
Besides, selling underwear online is also related to this brand's customer base.
If a lingerie brand customer group is over 35 years old, most of these customers will not be active online shoppers.
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< p > on the other hand, there are smart consumers sharing online shopping experience through the Internet: a men's thermal underwear with an original price of 429 yuan can be bought on the Internet for only 109 yuan. A warm underwear with a price of 419 yuan is priced at 99 yuan online.
Online consumption has become a popular way of life for modern people. It can not only meet the requirements of convenience and efficiency, but also save money.
However, there are also consumers who are complaining: open the underwear business online business city, although the full screen discount often gives people a bright eye, bring the impulse to buy, but calm down but find that the online and offline entity stores sell underwear style, texture, color, and gradually diminished curiosity.
Many sellers who are involved in the sale of underwear online also believe that nowadays, the demand of consumers is becoming more and more difficult to satisfy. In order to retain their curiosity, they must sell some products that are different from the physical stores, such as more high-end, upsurge, or the development of personalized customized products.
For underwear brand, it can also be used as an experimentation area. If the online sale is good, it will be pferred to the offline store. This will not only reduce the risk of brand development, but also meet the needs of consumers online for underwear.
Underwear enterprises should pay more attention to personalized needs and personalized customization while speeding up the integration with online a href= "http://sjfzxm.com/news/index_c.asp" > channel /a.
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