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1、Imagine a clothing brand and complete the brandpositioning dashboardabstract：With the continuous development of network and communicationtechnology,young peoples consumption habits from the physical store shopping,gradually transformed into online shopping,the pursuit of high-quality onlineshopping
2、experience.Clothing as one of the more easy to achieve online sales ofgoods,by the Consumer network purchase preferences.W Clothing company is amainly engaged in young peoples clothing retail business.This paper mainly analyzesthe main mode of the marketing of W clothing company,and provides ideas f
3、or themarketing of W clothing company.关键词：关键词：apparel company;marketing;W clothing company;brand positioningObjectiveAs our network gradually realizes nationwide coverage,peoples consumptionhabits are changed,especially for young people who are receptive to new things.Young peoples consumption habit
4、s from the physical store shopping,graduallytransformed into online shopping,the pursuit of high-quality online shoppingexperience.Clothing as one of the more easy to achieve online sales of goods,butalso by the changes in consumer behavior preferences.This article through the WClothing Companys mar
5、keting model to understand the young peoples consumptionpreference,thus formulates the marketing strategy which suits the young people more,has the certain practical significance.1、W clothing Company ProfileW Apparel Company is engaged in womens clothing,mens,childrens clothingand other leisure appa
6、rel wholesale and retail enterprises,has been listed on theShenzhen Stock Exchange,as of.its total asset size has reached 69.5 billion,in-service staff 9420 people;It has mainly m&b and the m&c two major brands,.inthe national physical stores have direct stores and franchise stores 3700 many,than.Ye
7、ar Reduction-A number of physical stores.Its subsidiaries are located in Shanghai,Chengdu,Shenyang,Ningbo,Xian,Hangzhou,Beijing,Chongqing,Guangzhou,Wenzhou,Nanjing,Wuhan,Nanning,Changchun,Lanzhou,Shenzhou,Suzhou,Hefei,Shijiazhuang,Urumqi,Yueyang,Xining,Guiyang and other one or two-line cities,itsphy
8、sical stores cover the country one or two,three-tier cities.2、W Clothing company Marketing Mode analysis2.1Target GroupApplicationBecause W the company mainly sells womens clothing,menswear,childrensclothing,and in the network sales more,so its target customer groups are youngpeople and children.whi
9、ch has a certain consumption capacity and online shoppingexperience of the majority of young people.2.2 Customer NeedsWith the gradual increase of peoples consumption level,coupled with theincreasing role of the network in peoples lives,peoples demand for online shoppingis increasing.W s physical st
10、ores have a shrinking trend,and online sales channelsare expanding to meet the growing demand for online shopping.However,from theauthors understanding of the situation,its network shopping channels can not meetthe needs of people,its specific performance in:W Clothing companys clothingsuppliers hav
11、e more than 30,of which the purchase amount of the top 5 supplierspurchased in the year accounted for the 16.75%of the Total purchase volume.Thatis,W clothing company clothing suppliers,a large number of procurement,to reach43.7 billion,supplier management and product quality management has been a m
12、ajorchallenge.At the same time,W Clothing company S Express Companys distributionrange can cover one,two or three lines of cities,the basic can meet the sales volumeon the line,outsourcing express business less.But once online sales increase,andsome county-level cities or rural line orders increased
13、,S Express Company will notmeet the needs of online sales.2.3 Competitive FrameworkW Clothing Companys clothing mainly for 18-3 0-year-old young man.Its maincompetitors are also located in the age group of clothing retail companies,such asSemir,Sea LAN home,jeanswest,red Beans,Mann,Han clothing home
14、s,ZARA andso on.Among them,such as Semir,Sea LAN home,red bean equals W Clothingcompany is listed company,the strength is strong.It can be said thatW clothingcompanies are facing a more severe competitive situation.2.4 Benefits2.4.1 have a certain brand advantageW clothing companies mainly for 18-25
15、 the brand of the young age group m&b,and for 30-35 the brand of the old youth m&c,has become a more well-knowndomestic brand.The company also through with the popular stars,such as Jay Chou,Shen and other signs endorsement,and constantly launch a new season,design storesdisplay,advertising and othe
16、r ways to enhance the image of a large brand.Makebrand value become one of the important competitiveness of the company.2.4.2 Marketing Network AdvantagesW clothing companies in the physical stores throughout the country,a total 3700A number of direct shops and franchise stores.These stores are buil
17、t on the businessmodel of W clothing company,will own shop management experience,such as storelocation,store clothing display mode,shop assistant management and in-storemarketing,as well as inventory management system to transfer to the franchise store,so that the physical stores in the country have
18、 rapid development.Meanwhile,BG Mall is W Clothing Company established its own e-commerceplatform,mainly selling its own brand and third-party brand clothing.That is,thecompany will be a physical store of clothing retail,also helped to sell online.Atpresent,although the BG Malls visit is not like Tm
19、all,Jingdong,the only product will,but with the companys operation this situation will change.And the clothing retailerdoes not have its own e-commerce platform.W Apparel companies can use their owne-commerce platform to collect consumer behavior data,to be tapped to facilitate thecompanys accurate
20、positioning of the market,to develop more suitable for the marketproducts,can also be diversified products or business.This is a lot of clothing brandsdo not have.2.5 Reasons WhyInternet Big Data refers to the process of using the Internet by users to record themassive data of user information.For e
21、-commerce platform,the main is to record theusers consumption behavior,payment habits,so as to analyze the consumer habitsand preferences,income and expenditure situation,consumer life stage,consumerincome and wealth,and even credit situation.The analysis of these data caneffectively predict the con
22、sumers preference for clothing,which is advantageous tothe market orientation of apparel retailing enterprises and to ensure accuratemarketing.W Clothing companies keep abreast of the pace of the times,and make fulluse of the advantages of Internet marketing,the formation of their own clothing brand
23、network marketing model.At the same time,on-line and offline synchronization,theonline store and physical stores of the advantages of combining to achieve thecompanys marketing new situation.2.6 Brands CharacterFirst,optimize the keyword of the product description,through the platformsearch function
24、,to the brands products drainage;Tmall,jingdong have keywordsearch function,by purchasing its keyword optimization,can improve the probabilityof being searched,through bidding(that is,the purchase of product keywordadvertising rankings)The product is located in the first few search,increase thenumbe
25、r of product clicks,but also to allow consumers to directly see the productimage of a fast and effective way to enhance brand publicity.Second,the purchase of advertising,such as Taobao and Tmall on the platformof the diamond stand,through-train,Taobao customers in the platform eye-catchingposition
26、for consumers to display product image or spread the brand culture.Third,to attract consumers attention through special selling;such as the use ofonly the special sale platform,discounts,coupons,red envelopes and other means ofregular special sale;use Taobao poly cost,Amoy gold,daily specials for sp
27、ecial sale;use Jingdong buy,ravine,recommend and so on special sale.Use the Platform Promotion Festival to promote the brand;if only theanniversary of the product will be,Jingdong 618,the major platforms in thepromotion,double-xi.,Guingqingte sell,low-priced products at the same time,is alsoa good t
28、ime to promote their brand.Use the Platform Promotion Festival to promote the brand;if only theanniversary of the product will be,Jingdong 618,the major platforms in thepromotion,double-xi.,Guingqingte sell,low-priced products at the same time,is alsoa good time to promote their brand.ConclusionSinc
29、e the reform and opening up,the development of Chinas apparel industryhas experienced the production stage,quality stage,Brand stage,now entering thestyle and positioning stage,in the future also to develop to design and culture section.Nowadays,the apparel industry has diversified development,the p
30、roducts in themarket are more and more abundant,the consumers choice ability is also more andmore strong,the sellers market to the buyers markets,the market competition is moreand more fierce,in this context,the consumers pursuit of clothing has also undergonegreat changes.The core of marketing is t
31、o meet the needs of consumers,because ofdifferent consumers,the purchase behavior has its own laws.W Clothing company inorder to effectively open up the market,and constantly improve their economic andsocial benefits,we need to understand the characteristics of consumer demand,tomatch,to formulate their own development characteristics,while meeting consumerdemand for marketing strategies.Reference1苏芷庭.互联网时代的服装营销思维重构J.艺术教育,2018,(20):147-148.2董怡.服装品牌建设中的核心价值建设与市场营销策略探析J.商场现代化,2018,(18):37-38.3刘继兵.移动互联网时代原创服装的微营销模式J.现代营销(下旬刊),2018,(09):82.4罗杜娟.新媒体营销策略给服装品牌传播带来的影响J.现代营销(下旬刊),2018,(09):83.