Clothing is a popular consumer category in the “Double Eleven†shopping spree, and the clothing e-commerce in Zhengzhou, the capital of Chinese women's trousers, what new “playing†this year, and what new highlights? The reporter learned that in order to meet this year's "Double Eleven", Zhengzhou clothing representative brands such as Dream Shuya, Yalida, Yiyang, Fireworks Hot, Happy House, Ruo Men and Jia, Shou Shang Ge, Zuojie Right Lane and other enterprises The e-commerce division has made some new adjustments to the online model.
In terms of promotion, Zhengzhou clothing e-commerce enterprises have used the advantages of the Internet to carry out multi-channel joint promotion. In addition to increasing the advertising of Taobao and the advertisement of media outside the station, this year also utilizes three new media channels, namely, Taotao and Wei. Bo and WeChat form an Internet communication matrix for new media interactions, carry out all-round promotion marketing, and actively market the atmosphere of “Double Eleven†activities.
Li Dongming, CEO of Zhengzhou Yunding Clothing Co., Ltd., said: "Yiyang has increased the short video of the main picture of the product this year. Consumers understand the product more visually and intuitively; increase the investment in content marketing and strive to be a consumer. Create a 'skin-grass' and then go to the 'pumping grass' mental process, and use this new marketing model to enhance product transformation."
Zeng Lingheng, the person in charge of the e-commerce of Zhengzhou Yalida Garment Co., Ltd., said that this year’s preparations for the “Double Elevenâ€, in addition to the conventional promotion methods of previous years, also use live broadcast, WeChat and other consumers to interact in a way that allows users to play. Learn more about product and brand information during the process and add fun.
In terms of marketing preparation, Zhengzhou women's trousers e-commerce leader brand Yiyang accurately captures Internet big data, from pre-design and development to product launch, comprehensively combining consumer demand, on the basis of upgrading product fabrics and processes, keeping up with the popularity of the season. The trend is to make bold attempts on trendy styles, enrich product categories, and strive to meet the needs of different consumers and strive to create the consumption mentality of the ultimate single product.
Chen Yonggang, deputy general manager of Zhengzhou Lingxiu Apparel Co., Ltd. said: “Leading Xiuyu Shuya e-commerce team seriously creates a community marketing atmosphere, uses new media and new communication channels such as WeChat to enhance community interaction, thereby expanding customers and maintaining relationships. It also officially launched the O2O model, and implemented the online and offline interconnection and trade between the business and trade channels, and achieved the integration of Skynet, People.com and the Internet."
According to reports, Meng Shuya brand combined with the Internet industry big data to accurately capture the trend, the designer R & D team for online consumer demand, bold trials of popular categories, using the latest fabrics and the latest technology, such as this year's new wool In the category of trousers and wool trousers, the company has expanded its number of items and the depth of stocking. Under the quality life and consumption mentality advocated by Tmall, it has seized the core new target group of Tmall.
In order to create a new record of “Double Eleven†single-day sales, Zhengzhou garment e-commerce enterprises will prepare goods in advance for half a year, and do a good job in all aspects of “Double Eleven†resources and flow; increase sales planning for apparel categories and increase brand exposure. And then generate linkage marketing. In terms of sales targets, the Yiyang brand is expected to be 70 million, the fireworks hot brand is 25 million, the Yalida brand is 18 million, and the Mengshuya brand is 10 million.
The "Double Eleven" will bring the tens of millions of brand exposures, testing the strength of Zhengzhou clothing e-commerce. They said that "Double Eleven" is the day when opportunities and challenges coexist, and it will be an unforgettable battle.
Editor in charge: Xu Yuehua
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