1. product network marketing plan
whether it is a large enterprise with huge traditional clothing marketing channels or a clothing brand in the initial growth stage, e-commerce is one of the necessary strategies for enterprises with broad market prospects and full of opportunities.
First, the difficulties faced by clothing business owners
The market brand competition is fierce, the profit rate is declining, the demand for small-batch and multi-variety production is increasing, the cost is rising, the pressure of shortening the inventory cycle is increasing, the traditional market access threshold is improving, and the domestic brand clothing is growing and growing, and the market competition is becoming increasingly fierce; Under the double squeeze of competition and cost, the average profit rate of many clothing manufacturers has declined; The demand of end consumers is constantly subdivided, and the demand for small batch and multi-variety production is increasing. At the same time, the requirements of consumers for quality, style and design and production cycle are also constantly improving; Increasing the cost of raw materials, means of production and channels and shortening the inventory cycle have become one of the first problems to be solved in cost control; The market competition is fierce, and factors such as scale effect and brand building cost further improve the entry threshold of the traditional clothing industry market.
second, the fundamental purpose of e-commerce in clothing industry
the information construction of clothing industry has been concerned by business owners, and ERP, supply chain management system and various inventory management systems have played an extremely important role in coordinating the allocation of internal and external resources and saving enterprise costs. Kyle website optimization thinks that when the development of Internet directly affects our life and daily purchase behavior, e-commerce develops vigorously. Different from the goal of early information construction, the fundamental purpose of e-commerce of online marketing in clothing industry lies in the following four aspects:
1. To realize and enhance the sales of clothing products through online channels, and to seize the market share of online marketing, so as to enhance the brand influence of traditional markets and catalyze the overall market share;
2. Establish a marketing model that compresses intermediate channels to the extreme, and reduce channel costs;
3. Strengthen the contact between manufacturers and consumers, obtain real-time market information, and then respond to market information quickly in the design and production process according to feedback, and shorten the design, production and inventory cycle;
4. Bypassing the huge threshold of investment in production materials and channel development, cut into the clothing field with low-cost and short-cycle e-commerce mode.
three, several core key points
how to choose, design, develop and import the e-commerce platform of network marketing to take the first step of network marketing? How to integrate the sales data of e-commerce platform with enterprise ERP and SCM through effective information and data exchange, improve efficiency, save costs and integrate the application of enterprise resources? How to increase sales through network marketing, realize effective customer relationship management and shape corporate brand?
iv. main functional requirements and realization of the platform
the e-commerce platform of the clothing industry covers internet network application technology, network security and system security technology, database and application integration technology, and the platform construction must be seamlessly connected with enterprise ERP and other back-end systems, and full consideration should be given to network marketing. E-commerce platform for online marketing of clothing industry is an operational platform integrating product sales, product management, market and sales information entry, data statistical analysis, online marketing promotion, customer relationship management and other functional modules.
2. product network marketing planning book
1. positioning of goods sold in stores
Korean fashionable women's wear is mainly knitted tops.
second, the store decoration style
noble and elegant decoration style, the color of the store is mainly brown, supplemented by beige, and the decoration materials are mainly fiber, which reflects the aesthetic feeling and curve feeling of the buyer (woman) and attracts customers into the store.
Third, the staff in the store should be equipped with
2 to 3 shopping guides, who should have strong clothing matching ability, know the fabric and production of clothing, and be serious and responsible for their work. Cheerful and generous personality, affinity, strong language strap ability, can provide customers with good advice on dressing.
iv. content design of promotion scheme
promotion is a sharp weapon in the operation of clothing industry, which can not only promote the increase of sales, but also help to improve the image of the store and establish long-term cooperative relations with customers. Combined with the survey results, we found that Diyi Avenue has not been opened for a long time, and the passenger flow is not high, and there are not many customers who come to Fuer to shop. We decided to target the promotion group as our classmates and teachers, and the school staff are concentrated, and the age is in line with the shopping group of Diyi Avenue, and the goods of Diyi Avenue also meet the purchasing needs and purchasing ability of students and teachers. We have taken the following promotional activities.
1. Publish a report on the website of our college to promote our competition activities, so as to let more students know about our competition and attract more students from our school to buy goods in our store
2. Put up posters on both campuses of our college before the official competition on the 23rd, so as to further increase the influence of the competition on our students, and indicate on the posters that you can enjoy preferential treatment with our student ID card. I hope to get the support of our classmates to the limit
3. Before the competition starts, we will give lectures on our competition activities to teachers of various departments in two campuses, and issue vip cards to our teachers to make them our key customers.
On April 4, 23-28, during the daily competition, half-hour vouchers (1 yuan, 2 yuan, 3 yuan) will be distributed to the first floor every morning and afternoon, which will lead people to the store for consumption. Put up pop posters in the store, and try to attract scattered customers to our store to buy goods.
5. We left a credit card for each customer during the investigation, and welcome them to come to our store to buy clothes during the activity.
6. We pasted the logo of the clothing store, and the logo designed and manufactured by us was pasted on each hanger. And carefully prepared shopping bags for customers, sealed with logo paste after each sale, so that customers can remember our changeyou clothing store and this activity organized by "Diyi Avenue". So that consumers who enter the store can leave a deep brand impression, and potential consumers who do not enter the store can see our mobile brand promotion.
7. induced consumption refers to what consumers get, such as gifts, discounts, etc. There are still many people who are greedy for petty gains. You can grasp the psychology of these people and help you do a good job in promotion. At Christmas, we carefully prepared small gifts for all consumers who entered the store to promote their consumption desire, and designed and arranged the special clothing area to take the route of small profits but quick turnover.
3. product network marketing plan
local products are sold because customers find it has better performance and higher value or because they are unique. Therefore, the promotion of local products and new products should discover and understand customers' expectations, consumption trends and habits according to customers' cognitive needs, and then strive to meet and exceed customers' expectations. Finding out what makes native products better, more valuable or more unique, and how to deliver these benefits to customers better than competitors is the key to the success of native products. If these customer needs can be identified and reflected in the promotion of new native products, then enterprises can succeed.
first of all, the market analysis: X-state side dishes belong to the category of local products, and the competition of local products in the market is fierce. Their product positioning is generally gifts and giveaways, and their marketing channels are self-built direct stores, wholesalers' cooperation and retail stores. Their advertising features emphasize health and historical implications. Demand situation: Many people give gifts on holidays, bring special products home or buy them for sightseeing. Local promotion is very good, the effect of large-scale promotion is limited, and the import and export demand is rising.
Secondly, it is self-analysis: the main products of X-state side dishes are: more than 1 varieties in five categories: assorted side dishes, shrimp oil products, shrimp sauce and salted vegetables, which are well-known at home and abroad. Assorted dishes were founded in the Kangxi period of the Qing Dynasty, with a history of more than 3 years. They are famous as royal tributes. Emperor Qianlong was full of praise when he visited Jinzhou to worship his ancestors, and he wrote a couplet with a pen: "The famous earthquake is 9 miles beyond the Great Wall, and the taste is over the thirteenth floor of the south of the Yangtze River", and horizontally approved: "Assorted dishes". In 1992, Mr. Pu Jie wrote this couplet again and inscribed the name of the factory. This cultural heritage has been used in product packaging and decoration, making assorted dishes a historical and cultural product. It has a profound cultural heritage and a reputation at home and abroad.
Finally, the planning scheme is as follows:
Positioning: gifts and home-cooked dishes can be bought not only in special circumstances such as holiday travel, but also as common food all year round. If it is simply used as a gift, it will be limited by the season, and X-state side dishes are not luxury goods. And positioning including home-cooked dishes can break through traditional thinking, expand sales and expand market share.
pricing: layered and packaged pricing, suitable for gifts and home-cooked dishes respectively.
emotional appeal: it's warmer to eat with friends and family. Injecting emotional factors makes the advertising language, which is flooded with local characteristics and cultural connotations, unique and more human.
It lies in its unique charm: Emperor Qianlong wrote, "The famous earthquake is 9 miles beyond the Great Wall, and the taste is over the 13th floor of the south of the Yangtze River", and it was horizontally approved as "assorted dishes". With historical origins, build brand culture and brand image.
promotion means: as an exhibition and exchange project in Jinzhou Foreign Exchange Culture Festival, set a benchmark for deep processing of agricultural products and enhance the image of well-known brands. Establish local specialty promotion institutions in Jinzhou, take products to various expositions and exhibitions, participate in agricultural programs, sponsor TV programs, and let more dealers know about Jinzhou side dishes. Use online media for publicity.
distribution channel selection: it is cost-effective to establish direct stores in the controllable area; Choose large local wholesalers in undeveloped areas; Choose direct supply of large supermarket chains and retail stores in the city. Choose a variety of distribution channels according to the actual situation, avoid the shortage of a single channel, and make good use of various distribution forms to achieve the overall effect.
4. product network marketing plan
1. creative background and project introduction
with the development of society, people's life rhythm is getting faster and faster. Especially for office workers, it has become a luxury pursuit to eat fresh vegetables and fruits and other agricultural products every day. They work hard during the day, but when they get home at night, they suffer from nowhere to buy fresh fruits and vegetables and other agricultural products; More often, they don't have the time and energy to go to distant vegetable markets or supermarkets to buy agricultural products such as vegetables and fruits. Furthermore, food safety is very worrying now. The quality of agricultural products such as vegetables and fruits on the market is mixed, and there is no unified management and regulation. In this context, after investigation and analysis, our team decided to open a specialty store of agricultural and sideline products such as vegetables and fruits in some large communities or communities. Vegetables, fruits and other products in the store are directly purchased from suburban organic farms, and then sold directly, eliminating intermediate links and striving to let the public eat safe and cheap dishes. However, this prerequisite is that the suburb where the vegetable and fruit shop is located must be able to provide fresh vegetables and fruits and other agricultural and sideline products in time, and the products provided are fresh and pollution-free. Of course, there is no such requirement for foods such as dried mushrooms, and we can seek cooperation with some factories.
ii. market description and sources of benefits
agricultural products such as vegetables and fruits are necessities of people's lives, so the market is relatively stable and safe. In terms of start-up funds, it mainly includes store leasing and decoration, product purchase and continuous updating of products in the future. In the early stage, it is mainly the rental cost of the store and the purchase cost, which is about 9 to 1 million yuan: about 5, stores are rented, about 5, are decorated, about 5, are publicized, and about 3, are purchased. There may be fewer varieties of goods at first, only common varieties, but they will continue to increase with the increase of profits.
it is expected that after the investment and operation, as long as the site is suitable, the purchase demand is large, the supplier is sufficient and the team is well managed, it will soon be profitable. The main source of income is the price difference between the products sold and the services (such as home delivery). It is expected that the upfront investment cost can be recovered in half a year to one year under the condition of good operation. The current economic situation can ensure the normal operation of the store. If you can't get immediate benefits after the formal operation, you need a loan.
analysis of market competition
for such projects, the main sources of competition are vegetable markets and supermarkets. The competitive advantage is that we are more convenient than them, the quality of our products is reliable and fresh, and the services we provide are more comprehensive. The disadvantage is that their products are more abundant than ours, and they have more choices and strong backing to support their operations. Therefore, we should constantly expand the store and business scope after making profits, and strive to be comprehensive and excellent. At a certain time, consider opening branches and online stores and entering supermarkets and vegetable markets to form a unified situation. Let customers buy our products no matter where they are. When it is convenient, you can go to the vegetable market or supermarket to choose slowly. When it is urgent, you can buy the products you want at your doorstep or online.
IV. Team Overview
Our entrepreneurial team I * * * consists of four people. They are a, b, c and d respectively. All four people are hardworking and conscientious, and can provide some funds and strength. Regarding the division of labor, the abilities of the four people also have their own strengths. A and B are good at negotiation and management; C good at communication and marketing; D careful and fair. Therefore, according to each person's ability, arrange A and B to be responsible for supply, logistics and business development; C responsible for store management, sales and after-sales; D is responsible for fund management and assists C. We will often hold meetings to keep the tacit understanding of the team and keep abreast of various developments. In case of disagreement, it will be settled through consultation, and the third part will be introduced to participate in management when necessary.
V. Industrial background and market demand
Agricultural and sideline products are essential in people's daily life. As the saying goes, "Food is the most important thing for people". Therefore, the sales of agricultural and sideline products will never wither. Nowadays, many rural areas develop science and technology agriculture, and the suburbs of cities also develop multi-directional agriculture with farms as the mainstay, which provides us with comprehensive and rich supply channels. Urban residents consume a lot of agricultural and sideline products every day, and their requirements for the quality of such products and related services are getting higher and higher. Therefore, for densely populated urban communities, it is particularly important to provide convenient agricultural and sideline products. And many times, busy green city people want to eat a rich meal and have to go a long way to buy raw materials. Now, we move fresh and cheap raw materials to the door of the community, so that they won't walk another mile for an onion.
VI. Overview of the Company
The business form of the company is direct operation and monopoly, and trademarks are registered to standardize management. The business scope mainly includes vegetables, fruits, grain and oil, egg milk, meat and dry goods (such as vermicelli and dried mushrooms) and other daily necessities for residents. The services involved include direct sales in stores, door-to-door delivery, ordering of advanced vegetables and fruits (such as fruit gift boxes), ordering of fresh dairy products, etc. Store-type direct sales meet the general needs of customers at ordinary times; Door-to-door delivery meets the needs of customers who are inconvenient to move or have no time to shop; Specially customized to meet the special needs of some customers; Fresh milk system