With the increasing popularity of the Internet, its completely different business model has also caught the wardrobe brand by surprise. Nowadays, wardrobe enterprises need to think about how to develop a brand-new marketing strategy for the characteristics of e-commerce, cultivate customers in multiple channels and harmoniously, let the offline stores and online stores coexist and share prosperity, so that the channels do not conflict.
The phrase "customer is God" applies equally to the wardrobe industry. For the wardrobe brand, the ultimate goal should be to serve consumers, and the balance of the channel should also serve it.
Strengthen enterprise channel construction
The information in the network era is more comprehensive and multi-dimensional, requiring the unified communication of enterprises, and integrating and promoting from the aspects of positioning image, brand symbol, product image, concept spirit and communication slogan. Each e-commerce terminal achieves a unified brand image and unique advertising proposition.
People who don't like to go shopping, he will not buy the store to jump the price; people who like online shopping, online luxury goods will also buy. Obviously, the Internet is a new way of life, which is the free choice of people's spending habits. It does not matter that the e-commerce channel impacts traditional channels. The environment is changing, the demand is changing, and the purchase is changing. Relying on Internet channel construction may be a gold mine that can be tapped. Whoever pays attention to the relationship between e-commerce channels, strengthens channel management, and strengthens channel construction will get the key to this gold mine.
Keyword precision marketing
The network is getting more and more fragmented, and the behavior of netizens is getting longer and longer. According to the long tail, the brand's flagship store in the head is exposed to the brand, and the deep tail is carried out in the tail, in the online shop, the consumer portal, combined with hard and wide search engine keywords, precise distribution, multi-point marketing Channel construction.
Focus on user experience
With the e-commerce channel, it is not only by advertising. The consumers in the network era focus on search and sharing. Enterprises should use the overall marketing methods of the network, micro-movies, WeChat, Weibo, and attract the attention of the audience. Infiltrate consumers from all angles.
No matter how successful traditional wardrobe enterprises are in the traditional marketing field, once they enter e-commerce, they must abandon many traditional concepts and means. When the wardrobe enterprises cultivate their e-commerce, they need to think about the problems from the needs of consumers. The original brand advantage and supply chain advantage will become obstacles to e-commerce to some extent. E-commerce should be regarded as another venture and be regarded as a new investment behavior.
Source: China Wardrobe
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