Every Change Of "Marketing Mode" In Dalian Fashion Fair

In the upcoming " Dalian dream 2014 China (Dalian) International Garment and Textile Exposition "will still not lack the figure of Dayang group.

Referring to the clothing industry in Dalian, Dayang is an inseparable name, which has witnessed the development of Dalian's garment industry. Perhaps, it is precisely because of experience that it is precisely because of the ups and downs of the market that today's big Yang shows a deep understanding of the market and its sensitivity to changes - from offline to online, and then to Da Yang's tracking of every change in the fashion marketing model.

From offline to online

What will be unveiled at the Dalian Clothing Fair is the young brand "YOUSOKU" of Dayang, which is different from that of Dayang's brand. "YOUSOKU" was defined as the brand of online sales at the very beginning.

Hu Dongmei, general manager of Dayang group, said that the consumption pattern of clothing has changed since 10 years ago. The channel has developed from the department store to the shopping center and the exclusive store. In the past five or six years, it has begun to develop to the online store. "Many groups of online shopping and physical shop shopping do not coincide, so when consumption patterns change, they stick to their original positioning and will deviate from the market."

As a result, "YOUSOKU" strives to create its own characteristics on the electronic business platform, positioning the target audience as: a new working person who has just stepped out of school to enter the workplace, and has worked for 3~5 years as a white-collar worker in the workplace.

From line to line is not only a channel change. Hu Dongmei believes that physical stores need to first "Imagine" what products consumers need, then develop products, produce products, and sell products. The online store is directly "flat", which can be used to analyze what consumers bought last season through the big trend. What is the demand of the next season and has the goal of research and development and production. "In other words, the entity store is dominated by manufacturers. Shop In fact, it has become a consumer oriented, consumer behavior before consumption will be fed back to the producers, and will affect the later business behavior. This information feedback mode used to be counter clockwise, and now it is clockwise.

Through "YOUSOKU", Dayang began its attempt to marketing e-commerce platform, and began to "clockwise" grasp the market.

Online and offline integration

"YOUSOKU" has been developing rapidly since its launch, but now the marketing mode is facing new adjustment.

Hu Dongmei believes that physical stores and online stores have their own limitations. Before doing shop and technical threshold, now you can open online stores with mobile phones, and competition is more brutal than physical stores. When consumers shop in shopping centers, they may spend less time comparing all the brands in the store. "For example, in Mackay's purchase of men's clothing, two hours on a floor, and 24 hours of shopping online, the consumer is overwhelmed by information."

If you want to stand out from the mass of information, online shop also needs to advertise and attract eyeballs. At the same time, online stores still lack experience and services. Hu Dongmei said that suits are very demanding and must be tried on. The clothing in the shop is flat, but it is three-dimensional in the human body.

Online and offline integration has become a new idea of Dayang marketing mode adjustment. "YOUSOKU"'s first offline experience shop has opened in high-tech Wanda Plaza. Hu Dongmei said, from experience, most of the mature businesses in the electricity supplier have a physical store as a basis, making consumers have a certain understanding of the brand. This kind of cognition combined with the price advantage and logistics convenience of online stores contributed to the purchase of consumers.

Hu Dongmei further interpreted the marketing idea of "convergence". The main line is to create brand characteristics. Most transactions encourage consumers to complete online, including transactions after the online store experience. The offline store is different from the traditional regional distributor, instead of taking the form of franchisees, it takes it as a center of information collection and communication, a center of customer service and experience. Enterprises need consumers' feedback on clothing products, so as to adjust their brand design and management ideas. Online stores feedback information is more focused on already consumed customers, while stores can collect opinions from customers who have not consumed. At the same time, the offline experience store will be set up in the business circle where young people gather, because it is not the form of franchised stores, there is no need to sell the "staggering peak" sale under the online and offline business.

Track again Fashion marketing mode Changes, for young Yang, young, not only reflected in the "YOUSOKU" brand image, but also reflected in the face of changes in the market mentality.