Fashion Industry 2018 New Retail Success Case

According to the major websites of underwear industry, the profit margins of China's ten largest underwear brands, such as Fang Li Fang, urban beauty and Virginia brand, have declined in varying degrees in 2016 and 2017, and a slight upward trend in 2018.

The sales growth rate of the lingerie industry in 2018 was 20%-25%.

In the past year, the underwear industry has made a relevant market research under the trend of two-way recovery of performance and profit margins.

It is found that in 2018, not only in underwear industry, but also in other retailing industries, as long as offline brands have different degrees of growth, the brands have a common character, that is, they are using new retail models to different degrees, and they are using new media promotion tools as brand support.

With the pformation of people's lifestyle and habits, mobile phones and the Internet have become the main sources of information in the new era.

Some traditional Chinese brands are taking the new media route and using new media tools.

Let's take a look at what brands are successful in the retail industry.

The family of Hai Lan arrived in the US mission within 1 hours, and the Taiping bird launched a joint venture of Phoenix bicycles to take part in the activities of the Internet platform to drive the younger generation's consumer market. On the Internet, the shoe was used to "decorate the details with Chinese characters", giving the spirit connotation of the shoes, and selling the price to nearly 1000 yuan.

These brands take the lead in the battle of new retail marketing.

A week before the deadline, I took part in the 2018 national distributor's summing up conference in Shantou, Guangdong.

Through the new Department's internal high-level job report and the agents from more than 30 provinces in the country, the new department took the lead in the 2018 5+2 new retail innovation mode adopted by Guangzhou dream dream culture media Co., Ltd., and achieved impressive results.

Mr. Wu Mingze, chairman of Guangdong new one Industrial Co., Ltd.

The new lingerie was founded in 1986 and has a history of 33 years. The country has 3000+ sales outlets. The main marketing channel is the traditional offline store mode.

In 2018, the company set up a new 5+2 retail marketing model. Under the leadership of the chairman of the brand founder Wu Mingze, the company headquarters united the more than 30 provinces and cities of the whole country.

The new media is also known as the "fifth media". Here we are going to popularize the platforms and marketing modes of the new media.

The new media includes WeChat platform, micro-blog platform, Q & a platform, encyclopedia platform, live broadcast platform, video platform, audio platform, self media platform, forum platform, the 9 major platforms and starvation marketing, event marketing, word of mouth marketing, emotional marketing, interactive marketing, viral marketing, borrowing marketing, IP marketing, community marketing, cross-border marketing.

New media is called "the fifth media".

Let me take a look at what platforms and models the new department used in 2018.

In terms of platform application, it appealed to the national agents to participate in the WeChat conference with WeChat platform, to create small videos to spread corporate culture, promote products, and put them on multiple video platforms.

The new department makes full use of the new media tools, and is able to apply these 9 platforms to the best of all in the fields of original description, induction sharing, mutual promotion, user viscosity and so on.

In terms of product differentiation, the X series products are made of three different thickness of X3, X7 and X9, and satisfy the needs of different seasons and crowds by emotional marketing. In event marketing, product promotion through "explosion mode" has caused a sensation in the industry; viral marketing is used to publicize products, and consumers are bombed at the same time for viral pmission.

In terms of social marketing, it has hurt nearly a hundred WeChat groups, trained in products and marketing skills, and organized marketing activities.

The combination of multiple platforms and modes has wide coverage and high participation. Therefore, the new Department is undoubtedly successful in the new retail mode.

The new series X series: X3 warm clothes, X7\X9 times warm velvet.

X9 times warm warp promotional video screenshot

WeChat platform applications: more than 30 provinces through WeChat group unified management

Viral marketing case: 3 thousand stores nationwide unified release

On the 7-8 th of January 2019, the new 2019 autumn and winter new product review board and the 2018 national marketing seminar were held successfully at the new headquarters in Shantou, Guangdong.

In the new retail era of four smoke, not only the competition of mode, market, but also the competition of upstream supply chain.

The new department applies artificial intelligence pipeline to supply chain.

The national agents of the conference are confident of the sales performance of the new department in 2019.

New AI production equipment and workshop

New national agents visit workshop

Panel: national agents offer suggestions for the new 2019 autumn and winter new products.

New 2019 new retail marketing seminar

The new strategic consultant, Guangzhou dream culture media founder, Mr. White dream, tells about the new retail strategic plan of the new department in 2019.

New provinces in 2018:

Fujian, Hunan, Hubei, Shandong, Guangxi, Inner Mongolia, Shanxi, Jiangsu, Gansu, Liaoning, Liaoning, Liaoning, convergence,

The new 2019 autumn winter new product review board and the 2018 national marketing seminar were successfully concluded.

2018 is a year of vigorous development of new retail. The new Department is outstanding both in the use of new media tools, new media marketing models, and in product R & D.

Up to now, many enterprises have not yet published their pcripts in 2018. The author has made some understanding of the underwear industry, and put aside the international brands for the time being. For local brands, such as Foshan's Olennon, Mayes, maple lotus, Thai Hi, Shantou's Manifen, Qiu Lu, American Standard and Da Li, they have done new media operations in different degrees, and have achieved good results.