The first lesson of clothing network marketing

The first lesson of clothing network marketing is jointly formulated by China Garment Association and Retailer College. Based on the model of "clothing brand profit", this paper analyzes and teaches the difficult problems faced by the current clothing industry development, and provides solutions. Through this course, students can fully understand the trend, tactics, IPO capital operation, business model innovation and transformation methods of clothing enterprises. Current situation of clothing online retail: Since 2007, clothing online retail has been growing rapidly, with an annual growth rate of over 80%. Clothing has also become the first category of online retail. So far, B2C online retail of clothing has developed rapidly, and traditional clothing channels including Intime Department Store have also entered online retail. At present, the online retail sales of 20 10 clothing will exceed 50 billion yuan. According to the 2009 Survey Report on Clothing Brands and Clothing Online Shopping in China, clothing has always been the commodity with the largest number of online shoppers and the highest amount. Nearly 60% (57.8%) of online shoppers bought clothes online, accounting for about a quarter (23.5%) of all online shoppers.

According to the statistics of China Garment Association, in 2009, the total output of China's clothing society was 40 billion pieces, of which 25.982 billion pieces were exported. In 2009, the domestic clothing market sales accounted for about 10% of the total retail sales, namely130 billion yuan, while the online retail sales of clothing accounted for less than 3% of the total retail sales, only about 30 billion yuan. Therefore, there is still a huge space for online shopping for clothing.

There are more than 50,000 garment enterprises in China, with an annual output of10 billion pieces, accounting for about 60% of the global garment industry. It is a veritable "clothing country". But a big clothing country does not mean a strong clothing country. Although the global finance has been in a state of recovery, China's clothing industry did see its own embarrassing situation in the storm. Under the pressure of RMB appreciation, the problems such as fierce competition, excessive dependence on external demand, long-term OEM and insufficient brand premium are increasingly turning from hidden dangers to naked flames. China's clothing industry began to look inward and re-examine the once neglected domestic market, with the intention of strengthening the body by practicing internal strength. In this context, the original step-by-step and tepid clothing online sales have quickly become a market pole: Qian Fan is on the side of the sunken ship, and Wan Muchun is in front of the sick tree.

The future of clothing network marketing;

Clothing brand, injecting the blood of network culture

With the development of China's economy, people's dress concept has changed from the basic decent stage to the stage of pursuing fashion, connotation and more diversified cultural symbols. Clothing is actually a carrier of culture, so how should clothing make use of network culture? One way is to promote brands with the help of network culture. For example, Wu Fan skillfully used grassroots culture and PS carnival to create a Ke Fan brand feast. KAPPA uses music marketing to capture the hearts of young people. Another way is to use network culture to directly produce products, such as Li Ning's "embarrassing" shoes for young people on the Internet.

Integrate offline experience stores and online sales platforms.

Because of the particularity of clothing products, it needs physical experience and try-on to determine the real effect. With the increase of online shoppers, it has become a tacit secret that online shoppers try on clothes in shopping malls and specialty stores, copy codes and then buy clothes online. Faced with such "cheap" consumers, enterprises and their "quilt" networks may wish to build their own online terminals and integrate offline experience stores and network platforms. Clothing brands must have an online brand strategy: it may not be necessary to open too many physical stores, but to turn the terminal into an experience place and the network into a sales platform. The first course of clothing network marketing is decided by China Garment Association to join hands with retailers and colleges, which is a typical course for China Garment Association to carry out the systematic training course of "clothing brand profit model".

This series of training courses mainly aims at the difficult problems faced by the current clothing industry development, analyzes and teaches, and provides solutions. Systematic training courses include: capital operation practice of clothing enterprises, business model innovation and strategic transformation of clothing enterprises, online marketing of clothing industry and other related courses.

Online Marketing Course for Clothing Industry

Lecturer: Liu Dongming

(A) clothing marketing trends

(2) clothing network marketing strategy

(C) clothing network marketing strategy

(D) clothing network marketing weapon spectrum

(E) clothing network marketing mysterious hidden weapon package

(six) clothing network marketing internal strength five

(7) Build a winning team.

Practice of capital operation in garment enterprises

Lecturer: Wang Zhongjie

(A) the operating principles of clothing capital

(B) Clothing capital operation mode

(C) How to design the capital operation of clothing IPO

(D) Analysis of listed companies in clothing industry

(v) Case analysis

Business model innovation and strategic transformation of garment enterprises

Lecturer: Li Zhenyong

(A) clothing business model innovation, transformation is imperative.

(B) the definition and concept of business model

(C) clothing business model innovation, transformation methods

(D) the core principles of a successful business model for garment enterprises

(E) the design rules of successful business model of clothing enterprises

(VI) Types of profit models of garment enterprises

(7) The path of business model innovation and transformation (reengineering) of garment enterprises.

(eight) the development trend of business model of clothing enterprises

(9) The expansion strategy of business model of clothing enterprises 1. The benefits of learning-knowledge is power! Understand e-commerce, understand e-commerce, and win the world online!

2, time income-time is money! Study one day earlier and reap one day earlier!

3, resource income-the power of resource integration is endless!

4, team benefits-learning alone, team benefits!

5, network income-the network is the pulse of finance!

6, cost-benefit-know how to make fewer detours and fewer mistakes, and save costs is also profitable!

7, opportunity income-opportunity belongs to a prepared mind!

8, online shopping revenue-well-known online shopping platforms directly docked, easy to "get an electric shock"!

9, lifelong benefit-classmates, alumni, lifelong friends!

10, tool income-how to build an online marketing team that integrates online marketing tool manuals, China online marketing yearbook case volumes, Weibo marketing (1) and other former 10 applicants' auxiliary tools?

(2) How does the product have penetrating power?

(3) How to choose an e-commerce platform?

(4) How to carry out visual merchandising?

(5) How to design pictures of online marketing products?

(6) How can the product text be more attractive?

(7) How to design a web page to successfully show its advantages?

(8) How can online advertising be more creative?

(9) How to establish online word of mouth?

(10) How to constantly create a surprise shopping experience?

(1 1) How to use the network for story marketing?

(12) How can soft text marketing be more effective?

How does Weibo make a profit?

(14) How to use Baidu's "free" to create value?

(15) How to create more value for customers?

(16) How to solve the contradiction between offline and online?

(17) How to plan the network marketing department structure?

(18) How to assess the network marketing department?

How to cultivate online shopping talents?

(20) How to manage the network marketing team?

(2 1) Why can't you find official website when searching for brands?

(22) How to effectively put online advertisements?

(23) How to choose online marketing platform cooperation?

(24) Event marketing planning and operation?

(25) How to deal with the crisis? How to avoid negative news?

(26) How to establish online word-of-mouth or online brand?

(27) What should I pay attention to when promoting clothing in the forum?

(28) How do consumers throw themselves into the "net"?

(29) How to do clothing network research?

(30) How to balance the traditional department and the online marketing department?

(3 1) How to solve the problem of tourists?

(32) How to establish a healthy supply chain relationship?

(33) What if the advertisement is abolished?

(34) How to solve the problem of capital chain?

(35) Why isn't the website in the top three?

(36) Is cross-border marketing suitable for clothing marketing?

(37) How do traditional enterprises develop e-commerce?

(38) What are the patterns of clothing websites?

(39) When conducting online marketing, how to integrate and apply various online marketing strategies?

(40) How to optimize SEO?

(4 1) Keyword promotion skills?

(42) What is the misunderstanding of current clothing online marketing?

(43) How to establish brand effect?

(44) Diversified online store operation?

(45) How to do clothing marketing in Weibo?

(46) How to monitor the data of the whole network?

(47) How do VIP members serve?

(48) How to avoid vicious competition?

(49) Architecture design of online store?

(50) Personalized management of online stores

(5 1) How to build a clothing brand through the Internet?

(52) What are the management skills of online stores?

(53) Let the online shop have no off-season?

(54) How do online stores establish credibility?

(55) How to seize the opportunity of online shopping in the new era?

(56) How to realize online shopping from 0 to 1 100 million?

(57) How to improve the conversion rate of online shopping sales?

(58) How to manage data to improve efficiency?

(59) How to increase the loyalty of clothing website users and become loyal users of this brand?

(60) How to collect more clothing user data and establish a user data database?

How to achieve the perfect combination of online and offline?

(62) How to connect online shopping and group buying platforms?

(63) How to promote clothing through social media?

(64) How to accurately promote clothing and promote it to specific target groups?

(65) How to accurately analyze the consumption behavior of clothing users and make effective promotion plans?

(66) What are the classic successful cases of clothing online marketing that can be used for reference?

China Garment Association: China Garment Association was established in 199 1, which is a self-discipline, non-profit and national trade organization of China garment industry. The purpose of China Garment Association is to promote the development of China garment industry and provide various services related to the garment industry for the government, industry and society. China Garment Association takes the promotion of industrial quality as its own responsibility, and devotes itself to industrial structure adjustment and growth model innovation. On the basis of increasing the cultivation, support and promotion of original clothing brands in China, we will strive to communicate and coordinate with upstream and downstream industries, enterprises and governments, accelerate the pace of international cooperation, and strive to create a good atmosphere for the development of clothing enterprises in China.

Retailer College: Retailer College is jointly established and operated by China National Talent Training Network and Beijing Yan Guo Power Business Consulting Co., Ltd. * *, and is dedicated to the training of talent quality development and promotion in the retail industry. As a national network training and education institution approved by Ministry of Human Resources and Social Security, "China National Personnel Training Network" has gathered professional teams with rich training experience, integrated a large number of high-end learning and training resources at home and abroad, developed a wealth of excellent courses that meet the needs of users, and provided multi-field and multi-level distance training services for civil servants, professional technicians, enterprise managers and social personnel in China with the help of modern network technology.

Retailer College pays attention to the transformation of retail formats in China, enterprise investment and financing, risk management and control, enterprise internationalization, retail management and operation level, customer consumption behavior and psychology, and the development of retail technology, implements the operation concept of "professional knowledge enhances the core competitiveness of retail industry", focuses on the operation and management of retail formats in China, integrates the best retail consulting and training services, and builds the most authoritative information content provider in China retail industry.

Retailer College aims at knowledge research and development, knowledge innovation and knowledge application in enterprises, and creates business knowledge and business wisdom, which exists as the business motive force of China retail enterprises. And with its professional information, professional knowledge, professional consulting team, professional resources and continuous innovation, as well as R&D and executive ability, it serves the retail enterprises in China.

Course teachers: The first course of clothing network marketing is mainly taught by experts and teachers from China Garment Association and Retailer College, and at the same time, industry experts and famous teachers are hired. Create a fine course of clothing network marketing, and provide all-round support for the marketing e-change of clothing enterprises from the aspects of capital, mode, management, marketing, operation and team.

Liu Dongming, a network marketing teaching expert of President Class of Peking University Tsinghua, an EDP e-commerce teaching expert of Zhejiang University, an MBA of Sun Yat-sen University and an EMBA of Southwestern University of Finance and Economics. Director of R&D Center of China E-commerce Professional Manager Certification Course, Director of PCEM Network Integrated Marketing Research Center of China E-commerce Association, and General Manager of DM Network Integrated Marketing Organization. Judges and guests such as effie awards, Golden Mouse Award, Taobao Marketing Festival, Webmark Award, China Internet Marketing Conference, China E-commerce Brand Conference, China Clothing Conference, China New Media Festival, etc. He is the author of Weapon Spectrum of Network Integrated Marketing, China Network Marketing Yearbook, Weibo Marketing and Transformation: How Traditional Enterprises Transform into E-commerce (co-author). For China Europe Business School, Alibaba, Sohu, Shangri-La, Yomi College, Shangtou Morgan, Wuliangye Platts Medical Plastics, Jinlong Bus, Meifubao, China University Network Marketing Teacher Training Course, IBM, General Motors, Johnson & Johnson, Yum! , Zhejiang Tiantai Mountain, ING, Cisco, TCL, Changhong, Nokia, Jasper, China Mobile, China Unicom, China Telecom, Unified Network, China.

Wang Zhongjie: Doctor of Management, MBA of Tsinghua University, senior accountant, famous corporate governance expert, CEO of Beijing Liancheng International Consulting Co., Ltd., major social part-time, expert of National Enterprise Internal Control Standards Committee, secretary-general of China Modern Board of Directors Research Center, deputy director of Tsinghua University China Public Assets Research Center, academic deputy director of Fudan University Modern Corporate Governance Center, lecturer of corporate governance and directors courses in famous domestic universities such as Tsinghua University. In recent years, it has provided high-end training and consulting services such as internal control of corporate governance for more than 60 central enterprises, 100 provincial state-owned enterprises and 300 private enterprises. 20 10 Up to now, it has provided high-end training services for many large enterprises (or local sasacs) such as Datang Telecom Group, China Huarong Group Corporation, Beijing SASAC, Yibin SASAC, China Sinochem Group, China Ordnance Group and Beijing Infrastructure Investment Group, as well as many local commercial banks and university presidents' classes.

Li Zhenyong: Doctor of Economics, MBA, founder of China's innovative business model theory system, founder of China's successful business model design system, the first person in China's business model consulting and training, professor of EMBA/ President course in Tsinghua University, Peking University, Zhejiang University, Wuhan University and Yunnan University, and one of the lecturers of Hangzhou Organization Department's 356 entrepreneur training program. Main works: Business Model-the Highest Form of Enterprise Competition, Business Logic-Successful Business Model Design, Business Model Innovation and Strategic Transformation.