Pride proudly women's channel deep pours new women's forces

In the apparel industry, many industry professionals generally believe that it is difficult for women wearers, especially fast-fashionable women, to engage in deep plowing because the consumption of this group is usually impulsive and there is little loyalty. However, proud pride is subverting such a traditional concept. They use new media to extend the brand's tentacles into the minds of consumers to create consumer stickiness.

From the offline capture of precise fans, to online operations, and then drained to the online consumption, pride of mind to the O2O shot of the new model looks a little conservative, but it is not difficult to see that the brand is going to steadily go further and painstakingly Business, continuous brewing.

Leveraging New Media Marketing Rooted in Retail

In Jinyang Road, Jinyang City, Fujian Province, a brand new shop proudly opened in Guadang. In the first three days of its opening, the company proudly announced that the other three shops in Gangdian had collectively moved forward to open up the new store's marketing campaign. The difference from previous ordinary notices is that the proud pride of dangdian regards these three stores as the most important window for informing consumers of new stores. Through the terminals of these three stores, they use gifts as “baits” to allow fans to scan codes. Entering the WeChat Public Platform of the Pride of Goodwill, a series of award-winning activities launched on the platform for the opening of the new store are also underway.

This is a start-up marketing combined with new media tools, and this is just a small step to proud fans. In this regard, Proud Xiandian general manager Lin Jinyong said that in addition to opening marketing, Proud Yaodian also carried out campus marketing, and also entered the campus to carry out marketing activities while constantly attracting fans to the WeChat platform.

To allow fans to add WeChat, it is only proud of the basis of the new media marketing, the real marketing context is the heart of the "Honey Bloom bloom plan." “This plan captures the necessary group relationship between women's daily consumption and even life—girlfriends.” Lin Jingbin, director of the company’s new media marketing and operating agency, Zhixing Hexin Planning Agency, said that around the “Honey Blooms Plan”, Pride and dignity planed the introduction of the concept of "girlfriends" and the period before and after the concept of "honey honey". "In the lead-in concept introduction period, we will extend the subject through the hit TV series "I Love Men and Women". “To Zhimi” and other daily sections were created to gradually link the pride of dignity and girlfriends. In the later period, we will carry out the “Sun” of girlfriends, cooperate with photo agencies and cooperate with others, and engage in offline activities to interact with fans. Get up and make it gradually sticky."

The real significance of new media marketing lies in retail sales. Of course, this retail includes offline retail terminals, and also includes e-commerce and even future mobile retail. “Because the groups that the new media marketing wants to operate are the consumers of the brand. The consumers here include many levels. What we need to do is turn potential consumers into ordinary consumers and ordinary consumers into loyal consumers. This is also the future. The core of brand promotion and retailing, said Lin Jinyong.

Regional breakthroughs The rise after a steady rise

When the apparel industry generally proposed "wholesale transformation and retailing" in the next two or three years, when many brands flustered after the rapid expansion of optimization and adjustment, the proud of the famous brand in the brand's start-up period to take retail as a development-oriented, and after After many years of sculpting and polishing on the model, he has cultivated his internal strength and has become a leading brand in the region. Deeply cultivating the region and expanding the market through word of mouth, proud pride has also become more cautious and more stable.

“We adopted the development model of buying in the early stages of development, and we did not make futures, but instead moved lightly to respond to changes in the market at the fastest speed. Women’s brands have a lot more SKUs than men’s, so for Management, we have attached special importance from the beginning, after several years of continuous polishing, we can more accurately grasp the fashion trend.” Lin Jinyong believes that only by continuing to achieve single-store profitability, can we achieve channel "sustainable" expansion.

For regional breakthroughs, Lin Jinyong introduced that Pride Kongdian has achieved intensive farming in the regions of Fujian, Zhejiang, and Guangdong, and is currently marching to other regions in the country. "These several provinces have close climates and are relatively pleasing to each other, and the trend is relatively close." What makes Lin Jinyong pay more attention is that the direct operation of the pride of Buddhism accounts for half of the total number of channels. Regarding the expansion outside the province, he believes that due to the limited brand awareness, the proud pride of Mingdian is to invest a large amount of funds in the first-line business district to open direct-operated stores, radiate the surrounding areas, and attract franchises through word of mouth.

However, for the expansion, Lin Jinyong is very cautious: “We will carefully select dealers, but also pay attention to establish longer-term relationships with dealers. Through the joint investment with the dealers to establish a more intimate relationship is a proud new attempt made by At present, there are already dozens of affiliated stores under this model.” Lin Jinyong said that this kind of affiliated store is directly supported and directly controlled by the headquarters and can make management more effective. “This is a way to go between single-store franchising and direct headquarters operations. Using this approach is mainly to look at the local contacts of the distributors and their understanding of local customers.”

In terms of Lin Jinyong's words, by tapping the stickiness of consumers and deepening the channels, and through the gradual expansion of channels, the pride of dangdian is presenting a new force belonging to women's clothing on the gathering grounds of this clothing brand in Quanzhou.