Marketing Strategy: Attracting The Enemy And Deviating From The Main Channel

In fact, there are two types of online brands which have impressed the physical stores and may draw lessons from them.

The first category is the kind of online shop with deep commodity management capability.

The second category is the kind of shop with strong brand style.

If a physical retailer can integrate one type of characteristics, it can make substantial progress in combination with the original advantages of the entity. If it can integrate two capabilities, it will achieve excellent retail brand.

Because of the higher demand for internal consistency of retail managers or management teams, we start with this shop.

The brand that occupies the front position in the sales ranking of online stores has actually formed its own style.

But we need to pay special attention to those shops that seem to focus on niche positioning, and they can also create high sales performance.

This is enough to shake the past majority of retailers who only focus on distribution performance, because in terms of "outstanding clothing style", they are not worried about the traditional clothing brand, but are worried that their narrower market positioning will affect the sales volume of the large market, thus affecting the final cash flow.

For example, online shops like crack and silk have broken through the curse of the past to a certain extent: you want a strong product style or cultural character, but it may very well affect your sales; but if you turn to the mainstream, which has been proved successful by the market, though the sales volume is large, it will affect the long-term construction of the brand.

In 2011, it broke the top 5 in Tmall and other platform sales. Although their overall sales may only be 1/10 of those clothing retail brands such as Zhejiang, Fujian and other places, they proved again that after the brand of Jiangnan Buyi and other brands, it is possible for Chinese people to create their own strong products.

In the department store investment department that I am familiar with, in recent years, based on the success of international brands, investment managers will even take the initiative to guide Chinese businessmen who want to enter the store: "can you give yourself a sense of Italian or French name, which is really not acceptable, like Scandinavia language!"

Even the strong entity store brand "Jiangnan cloth" has been proposed by the store to change logo to "JNBY", although it is the abbreviation of Jiangnan Buyi Pinyin, but it looks more like a

Or its sub card, such as DKNY (that is, Donna Karen, who is also known as "the three largest designer in the United States" with CK and Ralph Lauren).

But it proves that even if you use the Chinese pinyin "LI BO" in logo, you can also make stylized effects.

This surprised most of the traditional retailers who heard the news because they thought Chinese culture was not enough to achieve a strong and uniform brand.

Compared with many brand practices in the past, it is new.

The connotation is deeper, more consistent and more prominent.

For example, from the perspective of cultural analysis, the word "breaking the silk" itself represents a rebellion against the traditional Chinese clothing business model.

It is actually "anti clothing".

"Silk" is the general name of silk in ancient China, and it can also refer to the clothing. "Split" seems to represent the rebellion against "clothing", but in fact it revolt against clothing, but rebel against the idea of "following the big stream" and "dressing for the needs of parents, units and social demands". It will return clothing to the real mapping of consumers' hearts and let consumers restore the freedom and freedom of dressing.

It is "anti dogmatic".

"Silk" can be regarded as a silk book at the same time.

The past abandonment in the marketing field has inspired the later fashion brands to take a more bold and free style positioning.

It's still "anti business".

In ancient times, "silk" was used as a currency for a long time. No matter "Silk currency" or "currency and silk", it could refer to money before the Warring States period.

Although it is still a business and a profitable business, its original creation is not just a business but a new way of thinking about clothing. We call it a new attempt to create a new culture.

The above words not only refer to the brand, but a summary of a strong style shop, which can be said that they already have a unified and profound brand philosophy, and can achieve the unity of style around this philosophy.

In physical stores, there are still few enterprises that can do this. Even if there is a flaw in the unity and height of style communication, even for the split itself, this is a need for improvement.

Because of the complexity of the development of enterprises, we can not predict their future.

But at least we can make it clear that the truly outstanding clothing brand is the creator of fashion, not the imitator.