Wenzhou Brand Service Enterprises To Help Themselves And Speed Up The Pace Of Online

Affected by the epidemic, many brand clothing is facing a backlog of new products in spring, and the stock can not be converted into cash flow dilemma, which directly affects the design and commissioning of clothing in summer, autumn and winter, and may even collapse due to the break of cash flow.

Recently, in the face of this predicament, 15 small and medium sized brand clothing companies in Wenzhou have joined together to warm up, accelerate the pace of online sales, test the water, "buy the community", and help themselves.

In March 28th, 15 local brands in Wenzhou, including 4cm, ppl, GK fashion men, Pepe Bea Bea and little golden egg, jointly launched a three day brand sale on the WeChat Mini program of the "chao chao Shang Shang Cheng mall" to sell at factory price, let consumers and digest the stock as soon as possible.

The epidemic has forced the brand to accelerate the pace of the online industry.

"We have a total of more than 100 self operated stores throughout the country. Affected by the epidemic, the sales volume of offline stores has dropped sharply. Although the business is resuming normal business, the volume of traffic is much lower than before." Cai Fulin, chairman of centimetre dress, said that after resuming work, the company launched the webcast with goods on the three platform for the first time, and at the same time, each branch set up WeChat group of VIP customers through WeChat group promotion.

Zheng Xu, general manager of Pall clothing, admitted that the epidemic forced enterprises to accelerate the pace of online sales. During the epidemic, she began to drum up her personal voice account. From the beginning, dozens of fans have successfully attracted more than 2000 fans. After the company resumed work, she began to lecture the management and discuss how to prepare the next live broadcast business.

From the inventory point of view, the cost price or even the loss sale is only for self rescue. If the brand can return the funds, the garment foundries can put into the next season's production as soon as possible, and the circulation and circulation of an industry will be restored.

It can be said that if it is not an epidemic, many of Wenzhou's service companies' "online" road will go slower. And the epidemic allows employers to invest more energy in exploring online channels and building online teams, which is stronger than ever before.

Semir launches two full community marketing in one month

The first largest clothing brand in Wenzhou: Semir costumes, launched the second community marketing campaign in March 15th, which lasted for only two weeks. On the same day, Semir gathered more than 100 agents nationwide, and recruited an external promoter through WeChat social group to form a strong team of pushing hands.

Through the "fight inside buy" WeChat applet, the whole 1.9 fold promotional efforts are launched, and push hands are distributed in WeChat group, friends circle and other channels to promote advertising two-dimensional code.

It is reported that after the 8 point activity that night, many hot commodities were 5 seconds away from the second light, less than 10 minutes, breaking the first 1 hours of marketing activities. Consumer Xiaolin took part in the Semir external promotion activities. According to her introduction, after launching the advertising map to friends circle, 68 friends clicked into the applet, 12 of them ordered 33 clothes to the shopping cart, and she herself bought 4 costumes. Semir shares more than 100 agents, and each agent recruits dozens to hundreds of pushing hands, which means that thousands of thousands of people sell goods for Semir at the same time, and the effect can be imagined.

Semir clothing can achieve such a success, in addition to its strong brand effect, it also benefits from the company's teamwork and participation, and always comes to the challenge with confidence. It takes full advantage of the resources around it to carry out full staff sales, dump stock and return funds. This model is worth reference to other enterprises.

Fighting alone is not as good as holding a group. Wenzhou has been selling some small and medium brand clothing stores. Its online basis is relatively weak, and its brand awareness is not high. The drainage effect of a single brand is not good.

"A company's strength is thin and its brand influence is not big enough. So this time we have combined with other local shoes and clothing brands in Wenzhou to gather brand influence and sell online." Cai Fulin, chairman of centimetre dress, said that the company launched the WeChat small program of "chao chao shopping mall", which is the first time to test the water and embrace the "community purchase".

Under his lead liaison, Pepe Bea Bea, PPU, little golden egg and other 14 shoes and clothing brands have entered the platform, including men's wear, women's wear and children's clothing, showing the spirit of Wenzhou people holding together and helping each other very quickly.

In order to attract these brands to enter, the clothing is provided free of charge, such as art, customer service and other related services.

In fact, the impact of the epidemic is not only offline, the online platform sales are not as good as expected, the small golden egg brand channel operators pointed out that the recent sales of small golden eggs are also affected to varying degrees, this attempt to buy the new model of "community purchase", hoping to expand the brand influence and further increase sales.

However, many companies have a wait-and-see attitude. Cai Fulin said that if the first attempt is successful, I believe that more enterprises will join in the cooperation and bring together more power. In addition to the need for a perfect marketing plan, online help and promotion is also necessary for the promotion and assistance from all sectors of society, as well as the propaganda and platform support provided by government departments. We are also looking for various channels to publicize this activity in March 28th. Community marketing should be more temperature for many small and medium famous brands. Online promotion is probably one of the models worth trying. Maximize the level of each brand's team and customer groups, play their initiative, and share the customer groups, together to create community marketing channels.

At present, the priority of community management is increasing. Unlike the live broadcast, the community marketing should be more warm, because the community is the best medium to interact with users, and at the same time, it saves time and effort. When people are attracted in, can we guarantee the quality of service? Do a good job in after-sale and keep the source of tourists steady?

Zhejiang Sci-Tech University professor and fashion brand expert Ren Ren teachers think that the most important thing is to make a good job of positioning on the line or offline. What kind of consumer are your products to sell to? What kind of service can you provide for this group? Whether it is brand promotion or new recommendation, the key lies in the consumption experience, rather than selling for simple sale. Now popular network red belt goods, the actual online red is not necessarily suitable for brand, often net red sell goods return rate is very high, because consumers recognized is net red rather than brand, unless this net is my brand owner.

"A popular consumer experience online live concept is now popular, such as revealing the story behind the creativity, sharing the production process of a garment, analyzing the cost of production for the consumer, filming the daily working scenes of the employees, and so on, showing a completely transparent and authentic operation state in front of the consumers, that is, the so-called transparent economy, so as to increase the efficiency of the powder and goods. Fruit. " Ren Li pointed out that enterprises should understand their strengths and weaknesses, so as to carve out product channels and achieve precise drainage.

The epidemic has disrupted the original sales plan of the brand clothing. Even though the epidemic situation has been effectively controlled, the retaliatory consumption has not come as scheduled. The current situation is still grim, and a new round of test has arrived. In any case, from strategy to channel, from products to employees, we can overcome difficulties and become the brave to survive.

Don't be afraid before the epidemic, and don't lose heart.