Mobile Phone Shopping Promotes The Development Of Quanzhou Shoe Clothing Brand

< p > recent Quanzhou < a target= "_blank" href= "//www.sjfzxm.com/" > shoes < /a > clothing brand is busy, one is busy with the peak season of this season, two is to send workers to "move" to the micro mall, of course, many enterprises regard these two things as one, because the micro mall has become a new hot sales channel of Quanzhou footwear industry.

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< p > in today's mobile Internet era, mobile phone shopping is becoming more and more popular. Consumers can enter WeChat shopping platform, enterprise APP (mobile shopping terminal) mall, mobile phone micro website and other third party shopping platforms at any time and anywhere through their smart phones. These platforms are collectively referred to as "micro mall".

Due to the characteristics of consumption at any time and anywhere, the micro mall is favored by the majority of shoes and clothing enterprises. While the Quanzhou brand army has retained the advantages of traditional store channels in the layout of the micro mall sales channels, most of them adopt the strategy of docking between the micro mall and offline stores, aiming to achieve the goal of "win-win" on the line and online.

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< p > < strong > retail channel change > /strong > /p >

This year, we should not only build a diversified product system, but also take the initiative in brand, channel, marketing and other aspects of innovation and breakthroughs, especially to start the "micro business", through the efforts to build mobile internet field, do a good job of "O2O" preparation. "P"

In April 7th, at the "challenge, upgrade, pformation and Marketing Summit and autumn and Winter Conference" in 2014, Zhang Xiaoqi, general manager of the company, said that 2014 will be a year full of opportunities and challenges. Enterprises will adopt the "intensive farming and retail" approach to raise the profitability of single stores, and use the strategy of regional rising to further expand and strengthen the market.

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"P." coincidentally, in April 9th, HOSA international "and fusion" global joint summit, Shi Hongliu, chairman of HOSA International Limited, also stressed the strategic plan for the indoor sports industry.

"Around the changes in market trends and the development of mobile Internet economy, we will strengthen the layout of e-commerce channels through the power of mobile Internet this year. We will promote the innovation of business models through mobile Internet, and enhance the competitiveness and development potential of enterprises in the market through the promotion and implementation of major initiatives."

He said that HOSA will actively promote indoor sports shop mode, HOTTO (haute) international brand water life shop mode, water cube fast fashion water life shop terminal construction, strengthen the Yoga channel, gymnasium, swimming pool professional channel development and coach self marketing system construction, so as to provide users with the convenience of indoor sports equipment consumption, enhance and strengthen HOSA's control of offline channels, at the same time, it will also enhance the profitability of the terminal.

He disclosed that in view of the development of mobile Internet and "O2O", HOSA will strengthen its construction of mobile Internet channels and e-commerce channels through its own product development and multi brand strategy this year. HOSA's APP mobile fitness community, WeChat shopping mall and electronic mall will all be on the line this year, and will gradually push forward the O2O mode pilot, so as to realize resource sharing and interaction on line and online, and gradually realize the long-term vision of the enterprise.

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< p > in fact, the mobile electricity supplier has become a battleground for businesses. Last morning, the newspaper reporters reported on WeChat's online "Tencent micro shopping" public account, and many Quanzhou enterprises scrambled to enter.

Today, the relevant platform has been online for 9 months, and many famous brands of shoes and clothing such as Jinyuan, Qipai, CABBEEN and St. John's have already been stationed in Tencent to do micro shopping. The platform has been launched in Quanzhou.

According to the reporters' information, as of March 10th this year, 1 of the 5 selected brands of Tencent's Micro shopping are Quanzhou brands.

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< p > > Jinyuan < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > micro shopper Tang Zhongchuan said that the micro mall is different from the concept of micro shopping.

"Micro shopping is an electronic business platform of Tencent. At present, the micro mall is a relatively general concept. It can be an independent brand mall based on WeChat platform, and it can also be a third party platform."

He said.

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< p > < strong > "fan economy" deep excavation < /strong > < /p >

< p > can make use of huge WeChat users to build corporate brand affinity, which may be an important reason why many brands have been optimistic about the micro mall.

However, how to interact with customers, expand sales opportunities, and ultimately pform marketing costs into corporate fans, and then turn into long-term customer resources, reduce marketing costs, is still the direction of brand exploration.

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Mr. Chen, head of technology operation at P, said that to build a successful micro mall, product planning, marketing strategy, after sales service, late stage follow-up, and docking shop must be resolved.

"You can import microsites in official WeChat to give users a better understanding of brand names.

In the micro website, dynamic information, new product introduction, shop address and shop image can be established, so that fans can get relevant information by clicking on them, and understand the brand culture and value more intuitively and conveniently, and help enterprises establish a good customer experience.

The industry suggested that 20% of the customers will maintain a sales performance of 80%. Under the mode of micro mall, the recruitment of viral members can also be achieved through the way of "micro members".

"You can distribute coupons and exchange vouchers to members to attract online customers to the physical shops, which will lead to two consumption, thereby enhancing the performance."

The source said.

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"P > shoes and clothing marketing expert Su Jing believes that the most interesting thing about Internet is" fans culture ", so the best thing to do is" fans economy ".

"If you move the big turnaround, scratch and other activities to WeChat, fans can draw raffle on the mobile phone side, and then they will go to the store to pick them up.

For example, she said, if there are 10000 fans, with 60% conversion rate, 6000 get information, and then 70% of the winning probability, 30% of the shop to receive the rate to calculate, during the activity can drive 1260 people to the shop, if 50% of them produce consumption, the average per person with 150 Yuan calculation, the shop can get 94500 yuan performance.

"Micro businesses can enhance the participation of fans by setting up some interactive topics and activities, so that fans can deepen their brand image.

But push information must be fans want to see, like to see, and after reading will share the circle of friends.

To this end, we must conduct a certain degree of psychological and behavioral analysis of fans.

She said.

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< p > < strong > micro mall has "special contribution" < /strong > /p >

< p > "micro mall is an important planning project for this year's brand."

Fu Xiaojian, director of the planning department, said that this is the company's current preparatory project, mainly relying on WeChat platform to create, products through this platform to demonstrate, with micro payment and other modern payment methods to achieve pactions.

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< p > as a new form of electricity supplier, the enterprise's first consideration is still the product problem.

"What we need to do now is product planning, for example, whether it is different from the offline products, specifically designing the special contributions on the outgoing line, how to make the difference in pricing and so on."

Fu Xiaojian said that in addition to commodities, we should also consider the marketing strategy and distributor policy of micro mall. "If we only rely on headquarters to promote micro mall, the progress must be slow, or the distributors should be introduced. So how to establish a distribution system and related policies should be considered in a holistic way."

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< p > Tang Zhong Chuan said that Jinyuan women's clothing did not make a distinction between the style and price of the micro electronic business platform and offline stores.

"All the offline entities, each a target=" _blank "href=" //www.sjfzxm.com/ "> clothes < /a >, belong to the two-dimensional code belonging to Jinyuan mall. Customers can enter the mall just by sweeping away.

He said that the offline stores are limited to the scale of stores, the style is not so large, and they may also encounter the situation of lack of money and lack of color code. But by scanning the two-dimensional code on the tag, consumers can enter the micro electronic business platform to purchase, so that they can meet the different needs of consumers in styles, colors and codes, and make up for the shortage of physical stores.

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< p > although HOSA international has not disclosed its strategy for deploying mobile Internet, but according to Li Hongwei, general manager of HOSA yoga fitness clothing, this year, all the series of HOSA fitness are all made by top domestic and foreign top a target= "_blank" href= "http:// www.sjfzxm.com/" > designer "/a". The colors are more colorful and gorgeous, and high-end fabrics and accessories are fashionable and exquisite, which explains the unique concept of fashionable fitness clothes.

"The mobile business of enterprises must include the strategic deployment of HOSA International's HOSA fitness, HOSA underwear, HOTTO international brand water life theme pavilion and Watercube water cube."

"In 2014, we will focus on the research and development of wearable products, extend the product line around the needs of the fitness circle and the consumers of swimming circles, thereby expanding the market size of HOSA products, and strengthening the construction of electronic mall to achieve the O2O mode."

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< p > < strong > to store under the wiring < /strong > < /p >.

< p > "independent APP mall will also be a trend for brand to do mobile business."

Fu Xiaojian said.

The HOSA official also said that the APP system is also a direction for the brand to consider in e-commerce.

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< p > no matter whether to enter the micro shopping platform, or to make a micro mall or an independent APP, the purpose of all brands is very clear -- to realize the docking between online and offline and implement the O2O mode.

The industry believes that on the road to O2O, the key link lies in the guidance of consumers, thinking about how to stabilize the flow of passengers while ensuring the stability of the line.

In fact, including the seven wolves men's clothing, XTEP, and so on, a number of Quanzhou shoes and clothing brands have started docking in the past year with the three party platforms such as independent APP and Tmall mall and Tencent micro shopping, etc., to maximize the maximum and maximum extent of online, offline "people, goods and shops" information to be real-time, centralized and accurately feedback to the brand independent APP.

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< p > this year, Jinyuan has launched the official online shopping platform "Jinyuan mall" client, joining the front line to promote the integration of online and offline, so that its O2O platform will become the front line of consumer pactions.

Tang Zhongchuan said that once consumers download APP, register and bind shop assistants, the performance on Jinyuan mall can also be calculated to the shop assistants and shops.

In addition, he said that if the brand's Micro mall is based on its official shopping website, it can also manage the micro mall and APP system with the same background.

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"P >" through the same platform management, you can see all the data analysis, online, offline platform and < a href= "//www.sjfzxm.com/news/index_f.asp" > store < /a > data can be received in real time.

Insiders said that the data of the third party platform may be further open to the brand, and the enterprise can not only receive information, but also feedback information to the third party platform. "Through the analysis of big data, it is easier to grasp consumers' consumption habits, personality preferences, and improve the improvement of goods and services."

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