Underwear store marketing plan 20 14

1, market environment analysis

Taobao is the largest online retail business circle in the Asia-Pacific region, dedicated to building the world's leading online retail business circle, which was founded by Alibaba Group on May 10, 2003. Now Taobao's business spans C2C (person-to-person) and B2C (business-to-person). By the end of June 2008, 5438+February 3 1, Taobao had more than 98 million registered members, covering the vast majority of online shoppers in China.

2. Positioning of online stores

Online shop positioning refers to an online shop focusing on selling products to some customer groups. Our website is for slim and elegant underwear stores. Then our online shop is aimed at young women. Of course, our products are more suitable for married women in love.

3, competitors.

With the improvement of living standards, people's pursuit of material life is getting stronger and stronger. Everyone knows that Buddha depends on gold and man depends on clothes. For clothing, everyone wants to be beautiful and cost-effective. There are thousands of online stores now.

In selling clothes, the strength of competitors is self-evident. We should arrange and investigate the market reasonably and get an analysis. Clothing is a highly competitive industry. Grasping the market information of competitors will better grasp the company's marketing strategy. Know yourself and know yourself, and fight every battle? .

According to the market survey, the following is an analysis of competitors extracted from major domestic official website:

Data Analysis Status of Domestic Clothing Retail Terminals

As far as the data analysis of domestic clothing retail terminals is concerned, most retailers or agents only make simple statistics on the sales and gross profit of the year, month, week and day, but pay little attention to the subtle changes of the data. The analysis of the relevant data of products and consumers and the relevant data of consumers is extremely insufficient, and the data of marketable products and untouched products are lacking in effective analysis and utilization, as shown in the following figure:

Pay attention to actual sales data and ignore potential sales data.

From the current situation, sales volume and sales volume are the main components of clothing retail terminal data. No matter from the daily newspaper, weekly newspaper, monthly newspaper under the traditional retail mode or the data analysis system connected with the modern retail network pos system, statistics and simple analysis of the sales volume of the day and week and the sales volume of goods are the mainstream modes of data analysis of domestic clothing retail terminals. This kind of data analysis only pays attention to the superficial sales situation, that is, pays attention to which styles sell well, so as to replenish goods and follow up production in time, and rarely digs sales data information and thinks about what makes them sell well, whether it is because of styles, colors, fabrics, prices or others.

In the actual process of clothing sales, many products will be tried on by many customers, but there are many specific reasons: clothes don't fit; Poor fabrics and colors lead to poor matching; Quality, price and so on. The collection and analysis of these data is a major deficiency of domestic clothing retail terminals at present. In a great sense, the analysis of this piece of data is more important than the actual sales data. It can help manufacturers to actively improve the shortcomings of products (shortcomings can be replaced by more professional words), turn stagnation into beauty, realize real sales, and thus safeguard brand interests and image.

Attach importance to the analysis of best-selling models, and despise the analysis of ordinary models and unsalable models.

No clothing store can avoid the three-level state of goods: best-selling, ordinary and unsalable. How to manage commodities and improve commodity structure is a major problem to improve store performance. The premise of doing this work well is: carefully analyze and study three kinds of goods, and make targeted marketing strategies.

Clothing operators tend to focus on the analysis and follow-up of best-selling goods, and pay less attention to ordinary models and unsalable models. Specifically, agents or retailers constantly replenish best-selling goods to manufacturers according to actual sales records, and manufacturers strive to increase production according to feedback and follow-up orders. However, in the end, the manufacturer will not meet the requirements of the buyer for various reasons, or the additional products will arrive at the counter too late, which will affect the sales performance and the relationship between the two parties. In reality, the three-level state of goods will have different performances in different regions and different retail stores. For example, a bright and fashionable dress is a slow-moving product in Kunming, but it has become an explosion in Shanghai, the fashion capital. As a result, the slow-moving money in Kunming store has not been analyzed and dealt with in time, and it has become an annoying inventory, while the Shanghai store is seriously out of stock. Moreover, many clothing operators lack confidence and patience to pay attention to and analyze goods with average or no sales performance, which is actually a big misunderstanding. Many times, in fact, goods with poor performance need to be analyzed, which is helpful to open up business ideas.

Pay attention to the acquisition of basic customer information, and ignore the analysis and utilization of customer data.

With the maturity of clothing consumer market, clothing operators pay more and more attention to the management of their customer relationship. One outstanding performance is that operators try their best to obtain basic information of customers, especially old customers, including name, age, home address, contact information, occupation, income status and so on. At present, except for some good clothing brands, most domestic clothing retail terminals lack the support of information equipment, and it is even more difficult to obtain further data. Therefore, the retail terminal's analysis and utilization of customer data is also very limited, and basically only relies on these basic data to contact customers by telephone and dm to inform them of simple activity information and new product listing information.

In fact, customer data can provide more information, such as how much money customers spent last time and how many goods they consumed. If we can master and use this information, we can provide reference and help for customers' next purchase, and it is easier to realize reasonable sales of goods. In addition, the understanding of customers' income and occupation is more convenient to expand the market.

Insufficient analysis of relevant data of competitors.

Shopping malls are like battlefields, and only by knowing ourselves and ourselves can we be invincible. In terminal stores, many clothing operators pay attention to themselves blindly, ignoring the actions of competitors in the same market. In fact, the behavior of competitors in terminal stores will affect the interests of the company to a certain extent. However, at present, it is difficult for many clothing operators to do a good job in analyzing competitors' relevant data, mainly because of the difficulty in obtaining data, and secondly because they don't know enough about the content and methods of data analysis.

A powerful way to learn about competitors is often mainly through understanding the daily, weekly and monthly sales of the other party, specific promotion activities, employee incentive policies, display methods of goods, analysis and utilization of customer data, etc. Collect and summarize the relevant data of competitors' terminal stores through legal channels, and then organize and analyze them by the company's professionals, and then submit them to the company's management personnel in time so that they can take corresponding countermeasures, which is conducive to fostering strengths and avoiding weaknesses.

Second, the target user analysis

1, target user population analysis

Our online shop is an underwear shop. Don't get me wrong. Our underwear includes thermal underwear. Then it goes without saying that underwear is aimed at ladies; According to the material and color of clothes, the age stage can be divided into 20-40 years old; Our clothes are modal products, so we can position ourselves as ordinary working girl or successful women or people with good temperament in the column of occupation; Price is our greatest concern, so our baby's price is directly proportional to income, so income can be positioned according to the price and quality of goods.

2. Analysis of our products

Our products are mainly sold under the modal brand. Through practical application and wearing, the content extracted from the network is interpreted by Modal as our product analysis.

Modal is a cellulose regenerated fiber with high wet modulus viscose fiber developed by Austrian Lanjing Company. The raw material of this fiber is European beech, which is made into wood pulp first and then processed into fiber through special spinning process. The raw materials of this product are all natural materials, which are harmless to human body, can decompose naturally and are harmless to the environment. Modal fiber is a kind of cellulose fiber, which is made from European shrubs. It is made of wood pulp through a special spinning process, so it belongs to cellulose fiber like cotton and is a pure natural fiber.

3, customer online behavior and habits

The progress of the times makes people lazy, so everyone likes online shopping, so customers' online shopping behavior is to meet convenience. Accustomed to online shopping is to wander around inadvertently in life and fall in love with a website through the introduction of friends.

Third, SWOT analysis

Explain and analyze the advantages, disadvantages, opportunities and potential dangers of online stores.

Analyze the online store's

Because our shop is? Shop Alliance-Taobao Crown Store? According to the reputation, certification and service of online stores, they are carefully selected, all of which are shops with large purchase volume, good reputation and high attention value. On the other hand, it was rated as one of the top ten online stores in Hunan Province.

Analyze the W of this online shop

So for this online shop, I think one disadvantage is that the quantity of goods is too small, and the other disadvantage is the price, because the treasure in this online shop is really not suitable for college students studying at school. However, the dominant group of online shopping now is the post-90s generation.

Analyze the o of this online store

Opportunities are generally reserved for those who are prepared. Then the great opportunity of this online store lies in that this store is located in Zhuzhou City, which is a well-known clothing market, including the wholesale of all well-known brands, and is a trustworthy paradise for buying clothes.

Analyze the t of this online store

Then analyze the potential dangers of online stores. What I want to say is the score of credibility and service attitude. Clothing industry lies in comparing with peers.

Fourth, the means and objectives of network marketing

1, marketing means

Nearly a quarter of marketing, we have exhausted almost all available online marketing methods, such as forum marketing, blog marketing, Weibo marketing and email marketing. Therefore, we comprehensively apply the marketing method of e-magazine, which is our marketing means.

We will first put the produced e-magazine in our forum and check the click rate. Of course, our blog and Weibo are just so much. The most important thing is our QQ group. The power of group forwarding is infinite. As long as the quality is good and reliable, then we believe everyone will know.

2. Marketing objectives

According to my personal understanding, the marketing goal is probably a click rate and transaction volume after we promote the website. Then the transaction volume of an online store is the capital for survival. Since it is to help promote, it is necessary to aim at the profit of online stores.

V. Network Marketing Plan

1, marketing plan

Execution time: 20 1 1- 12-8 to 20112.

Methods: E-magazines were widely publicized in the famous blogs and QQ groups of our team members.

Expected results:

(1) Looking forward to the store owner's clothing, shoes and bags selling well.

② We are expected to publicize it properly, and electronic magazines are widely circulated on the Internet.

③ Expect to publicize the record-breaking revenue of online stores.

Intransitive verbs: funds and personnel budget

1, capital budget

As this publicity is a trainee process, the funding situation is only a small expense. Do not need to be included in the plan.

2. Personnel budget

All members of Shan Yu Rainbow

I recommend it carefully.