Shoe brand takes the "home economy" marketing express

At present, the rhythm of urban work has accelerated, and many white-collar families have no time to go shopping on the street, so a huge “home” economic market is quietly born. In particular, with the popularization and development of the Internet, house-living has become more and more prominent and the home-economy cake has become bigger and bigger. The online shopping that has been spawned has naturally become a favorite of urban otaku nerds, including shoes. The proportion of online shopping services is second to none.

So what is the home economy? What is the potential of the home economy market? What kind of opportunities does it give the footwear industry? How should the shoes and clothing brand create the marketing value of its own brand in the home economic market? This series of issues has also become undeniably the focus of the current experts to explore.

What is the home economy? As the name suggests, it is an emerging economic model that homes are at home, where shopping and other activities are completed through internet and other media. Compared with the traditional economic model, it has the remarkable features of low cost and high efficiency, and thus it has become the new darling of the information age. It is just like the "Sunshine Otaku," the leader of the fashion leader Jay Chou, sings the life of urban white-collar workers.

Home Economy Fosters Shoes Services Online Shopping Opportunities According to the latest survey data, China's “home economy” in 2012 will bring business opportunities of nearly 100 billion yuan, and the total size of the online shopping market in the footwear and clothing industry will also reach a breakthrough of over 10 billion yuan. . This is just a huge number and it is also a potential market. This shows that online shopping is not only a bright spot in the home economy, but also a pillar of the future development of China's footwear industry. In this regard, there are also professionals pointed out that the shoe and clothing industry may become the most promising future in the next few years and the "good fortune" of the "home economy" marketing industry.

Since the vast majority of the home economy is related to online channels, and the shoes and clothing products are indispensable components of economic consumption in the home, the online channels will no doubt become the most convenient way for the current family to purchase shoes and apparel products. The way. Therefore, the shoe and clothing industry can take advantage of the "home economy" market characteristics to promote their own brand marketing, or through e-commerce promotion platform or community site or Weibo and other media to achieve.

Controlling the "home economic" network marketing Although the network channels will not fundamentally replace traditional consumption patterns in a short period of time, the proportion of online channels in consumer life has also been rapidly expanding. For shoes and apparel companies, at this stage, they should devote themselves to e-commerce investment or join the corresponding shoes and clothing B2C website, thus pushing their brand to a new development platform.

Such as domestic brands Anta, special steps and so on. These (China Shoes Network) shoe companies directly from the Taobao Mall on the line directly into the mall, opened the company's corresponding agent stores, sales have now expanded to several decades in previous years, even if its manufacturers and parts of the Agents have also opened online stores, but their online sales are still rising. In addition, they launched their group purchase activities through the official website of their own brand, and opened a series of flagship stores and online professional shopping malls on the shopping network. They even opened a so-called large-scale shopping site directly. As a result, it has brought unstoppable sales performance.

There is no doubt that the online shopping system for shoes and apparel under the housing economy needs to be standardized. With the maturing of market networks and information systems, the network marketing of shoes and clothing under the housing economy is unprecedented. Platforms such as e-commerce have also become popular in consumers' hearts. However, some experts have said that the main reason why consumers favor online shopping is convenience and low price. In particular, the pressure of the current market competition continues to increase. The marketing mode of the home economy, that is, the development mode of the network channel, is also facing corresponding challenges. There are even many aspects to be improved.

First of all, from the perspective of current market conditions, logistics channels, credit systems, and legal regulations are still issues that must be paid attention to by the network marketing of shoe clothing brands under the “home economy”. Especially when the price of shoes and clothes is generally rising and the supply and demand in the market is still hot, the logistics channel has obviously become the most unattractive link in its online shopping market. Of course, this also has to involve the overall planning and construction of its supply chain. In this regard, shoe and apparel companies should base their own brand development on the actual situation, and focus on strengthening the entire supply chain logistics construction, and to ensure the punctuality of its supply market demand.

Second, companies should also strengthen the construction of credit systems for their transactions in sales and consumer channels, such as the online payment and credit system based on Alipay’s third-party credit guarantee intermediary, which is currently in some respects. Certain defects. This subjectively requires both parties of marketing and consumption to strive to improve their own market credit awareness, and from a high level requires the government departments to strengthen policy supervision and legal support in this regard. Just as India, Brazil, Singapore, and other developed countries in Europe and America have already or are formulating and implementing market laws related to e-commerce online shopping, these measures and experiences are also worth learning from. At the same time, companies are also eager to get the most comprehensive construction and optimization of the online system for shoes and apparel under the home economy.

Sunshine “home economy” has injected new vitality into the footwear brand. More and more shoe and clothing companies have begun to build their own brand's marketing value around consumers’ “home economy”, and more and more have physical storefronts. Shoe and clothing companies have also started to establish corresponding online sales channels outside the traditional channels. But comprehensively speaking, we can easily find that China's shoe and clothing industry is now setting off a wave of online marketing waves, and the scale is also getting bigger and bigger, and the forms are becoming more and more abundant. This is undoubtedly also becoming popular nowadays. The "home" economy has injected a new vitality.